Farmers' markets nationwide are experiencing higher foot traffic as shoppers move away from supermarket produce following multiple foodborne illness outbreaks. Officials have linked cyclospora to bagged lettuce and Salmonella to jalapeño peppers, illnesses that have sickened thousands. FreshFarm Executive Director Catherine Oakar says consumers are asking farmers direct questions about growing, irrigation and handling practices. The shift underscores demand for shorter supply chains and greater transparency about food sourcing.
Farmers' Markets Draw Bigger Crowds As Shoppers Avoid Supermarket Produce After Outbreaks
Farmers’ markets see spike in visits amid foodborne illness fears
Farmers' markets across the United States have seen a noticeable surge in visitors this summer as consumers steer away from supermarket produce amid several recent foodborne illness outbreaks, NewsNation reports. Local growers say the trend reflects growing demand for transparency around how food is grown and handled.
FreshFarm Executive Director Catherine Oakar, who previously served as a public health advisor at the White House under both the Obama and Biden administrations, says buyers are asking more questions and seeking direct connections with producers.
"When you're getting it from your local farmer, it's going through far fewer steps from the farm to the table," Oakar said on "Morning in America." "You're able to speak directly to the farmer that grew it. You can't get that in a grocery store."
Health authorities have linked multiple simultaneous outbreaks to commonly sold produce: cyclospora has been tied primarily to bagged lettuce, while Salmonella has been associated with jalapeño peppers. Together, those incidents have sickened thousands of Americans and prompted heightened scrutiny of supply chains and produce-handling practices.
FILE – A farmer rests his hands on vegetables at a market June 15, 2023, in Manchester, N.H. (AP Photo/Charles Krupa, File)
FILE: A farmer rests his hands on vegetables at a market on June 15, 2023, in Manchester, N.H. (AP Photo/Charles Krupa, File)
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Oakar notes that produce sourced from local farms typically travels through a shorter supply chain, reducing the number of points where contamination can occur. She says the national concern has prompted shoppers to ask farmers specific questions about growing methods, irrigation, harvest hygiene and post-harvest handling.
"I think, for better or worse, it's really bringing heightened attention to where your food comes from and people's understanding of it," she said. "We welcome those types of conversations because we can answer those questions at the farmers markets."
Public health agencies continue to investigate the outbreaks and update guidance as new information becomes available. Meanwhile, local markets report stronger turnout and more engaged customers seeking both freshness and clarity about food safety practices.
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