Metropolitan farmers markets in Minneapolis and Vienna: a values-based comparison

Farmers markets (FMs) have traditionally served as a space for farmers to sell directly to consumers. Recently, many FMs in the US and other regions have experienced a renaissance. This article compares the different value sets embedded in the rules and norms of two metropolitan FM regions—Minneapolis, Minnesota and in Vienna, Austria. It uses a values-based framework that reflects the relationships among FM operating structures (OS) and their values reflected by the key FM participants—i.e., farmer/vendors, consumers and market managers. The framework allows us to focus on two very contrasting value sets of metropolitan FM regions in (1) presenting and discussing the values found and embedded in the two metropolitan market regions; (2) illustrating how the values found are embodied as rules and norms in each FM region; (3) considering the alignment or not of FM participant values with their corresponding FM values; and (4) the differences and commonalities as well as the benefits and challenges of the two market regions. In contrasting metropolitan FMs we explain that FM value sets are complex and differ among and within FM participant groups and are dependent on their respective OS. We show that contrasting two metropolitan FM regions can be useful in understanding beneficial and disadvantageous relationships between the values and structures of, and in FMs, and specifically in examining institutional impediments such as governance. Thus we illustrate the possibilities and limitations of values for and within metropolitan FMs.