Presented by BrightFresh® Microgreens

I know everybody says that they love farmer’s markets, but I don’t think anyone truly understands the parasocial relationship I have with the four sidewalk blocks circling the Natural History Museum (here’s proof).

Every Sunday, rain or shine, in sickness and in health—I’m there. Excited to pretend that I know more about fish than I do when Warren tells me about the something-something-halibut, brag about being in my “microgreens era” (yes, I’ve decided that’s a thing), pick up my milk in the glass jar that I schlep back and forth every week because it makes me feel a bit Little House on the Prairie, and most of all—people watch.

So before we jump into the history of farmers markets and the many secrets that they hold, please humor me while I detail the eight people you are bound to run into at the farmer’s market each week:

These characters—whether they make us laugh or cringe in self-recognition, are all part of what's turned farmers markets into a $1 billion industry. Whether you're there for the perfect produce-filled grid post or armed with a spreadsheet of heirloom tomato prices, you're participating in one of humanity's oldest and most resilient forms of commerce.

Mad Science: Why Farmers Markets Work

Studies show that when we shop at farmers markets, our brains release oxytocin—the same hormone that bonds mothers to babies. We literally experience cardiac synchronization with other shoppers, meaning our heartbeats start to match. The experience creates a neurologically relaxed environment perfect for open conversation.

Now the fact that I always end up in hour-long chats with the mushroom guy who speaks about fungi with the intensity of someone who's discovered the secrets of the universe in a portobello kinda makes sense...

Farmers Markets Around the World

The culture around farmers markets, how they run, their priorities, the psychology behind them, and what they look like varies country to country and town to town.

The French approach their marchés like a military operation—show up at 11 AM and you might as well have stayed home eating limp Franprix baguettes like a peasant. Each region has its speciality—Rungis in Paris is the largest fresh produce market in the world, while Marché aux Fleurs on Île de la Cité has been selling flowers since 1830.

Italian markets operate on what can only be described as organized chaos theory, but it works. The Rialto Market in Venice has been chaotically selling produce since 1097.

Japanese markets maintain a precision that would give a Swiss watchmaker an anxiety tick.

In the UK, markets must follow strict "producer-only" rules, meaning vendors can only sell what they've grown themselves.

Meanwhile, German "Bauernmarkts" often allow regional specialties from approved resellers, creating a more diverse but less direct-from-farm experience.

Spain has taken a unique approach with "mercados sociales," where cooperative farming groups band together to create markets that blend traditional commerce with social enterprise.

Beyond Europe's borders, markets take on even more fascinating forms. In Thailand's floating markets, vendors paddle wooden boats laden with fresh mangoes and curry paste through narrow canals, conducting commerce the same way they have for centuries.

Mexico City's La Merced market spans several city blocks, with specialized sections for everything from chiles to chapulines (grasshoppers).

In Morocco's souks, spice vendors create towering pyramids of saffron and cumin.

And finally, in Vietnam's early morning markets, the best phở vendors sell out before sunrise.

…around the world in 180 markets and I’m winded.

France's markets are governed by strict appellation d'origine contrôlée rules, similar to wine regulations. Italy maintains a "produttori agricoli" system that gives preference to local growers. The U.S. takes a more hands-off approach, with regulations varying by state and even by market.

Perhaps most interesting is the European Union's recent framework for "short food supply chains," which gives special status to markets that keep the distance between farm and fork under 150 kilometers. It's like a dating app radius, but for produce.

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A Deep Dive into Market Greens

Ok, now it’s time to get into the weeds…erm greens.

Salad somehow still gets a bad rap as the sad bag o’ leaves that gets pushed to the back of your fridge until it achieves sentience. But haven’t we evolved past that? I need whatever marketing team Soup hired for it’s glow up to manage salad’s rebrand because the just-picked, impossibly crisp greens at the farmers market ain’t your mother’s sad romaine...

At any given farmers market, you’ll find a rotating cast of leafy characters:

• Frisée–The wispy, slightly bitter one who only dates chefs.

• Little Gem–Romaine’s cuter, sweeter, and more interesting cousin.

• Mizuna–The peppery wildcard that makes every salad a little more exciting.

• Radicchio–The dramatic one. Always a little bitter, but in a way that works.

• Sorrel–The citrusy overachiever with major main character energy.

And then, there are the microgreens…these have been my current hyperfixation.

I’ve been going through them so fast that I end up needing to re-up my supply more times than I care to admit.

Last week though, I decided to actually figure out what I love about them (besides the fact that they’re peppery and delicious on top of my lunchtime mushroom ricotta toast) so I did some digging on my faves, and yes you guessed right — they’re BrightFresh® Microgreens.

According to their site, microgreens are basically small, young edible greens produced from the seeds of vegetables and herbs that are absolutely packed with nutrients. “One major study out of Maryland concluded that, although levels vary, all microgreens are anywhere from 4 to 40x's more nutrient-dense than their mature vegetable counterparts.” TLDR: adding them to my toast has accidentally been the cheat code out of my afternoon fatigue slump.

The site also shared a bunch of other ways to use them that I can’t wait to try— Throw them on avocado toast. Tuck them into sandwiches. Top your eggs, your tacos, your pasta. Honestly, even your pizza. Their motto is—”Microgreens belong on top of every dish!”

Also—If you have other fun ways to use them, shoot us a reply and we’ll include it in next week’s letter!

History 101: From Ancient Egypt to Instagram

The first documented farmers market was actually located along the Nile River over 5000 years ago, where Egyptian merchants created the original "farm-to-table" movement. The tradition spread across Europe and then to America in the 17th century, where markets became so essential that cities literally built their downtowns around them. Boston's Faneuil Hall started as a humble farmers market. 

In the 1950s and '60s, with the rise of supermarkets, farmers markets nearly disappeared entirely. Except in countries like France and Italy, where they stubbornly insisted that some things—like knowing exactly who grew your tomatoes—were worth preserving. Which brings us to the 1970s, when Americans collectively realized that maybe food that could survive a nuclear winter wasn't the best breakfast choice.

Now, these markets serve as fascinating microcosms of local culture, each with its own unwritten rules and hierarchies.

Market Economics 101: The Who, the Why, and the How Much?

Now for the math of it all—how do the unit economics actually work? Farmers typically realize a 40-80% increase in return by selling at markets versus through traditional brokers.

That’s a steep number, but people like knowing that that kale isn't taking a cross-country tour, changing hands six times, or sitting in a warehouse before it sits in their fridge until the last possible moment when they absolutely must use it. The average supermarket vegetable travels 1,300 miles before reaching your plate. Market vegetables traveled...well, however far it is from that farm you keep meaning to visit.

I know we joked about the cast of characters and the social theater of it all earlier, but here's what the data actually tells us about who's shopping—Studies show that over 80% of market shoppers are women, with the majority being over 45 years old and college-educated.

That didn’t surprise me, much, but what did was the price comparison. Income level isn't actually the strongest predictor of who shops at farmers markets. The most reliable indicator is whether someone cooks regularly at home. Contrary to the "farmers markets are too expensive" narrative that we always joke about, price comparison studies across multiple regions show markets can be 10-50% cheaper than supermarkets, particularly for seasonal produce.

The Ultimate “Farmers Market Friend” Gift Guide

Everyone has that one oddly specific person that comes to mind when you say think of your “farmers market friend.” Below are 5 things that are on their secret mental wish list because no…there is no such thing as too many tote bags.

1. The Market Tote 💼 

• Damson Madder Farmers Market Tote

• Big Night The LA Farmers Market Tote

• LL Bean Boat and Tote

2. Not Your Mother’s Sun Hat 👒 

• Jenni Kayne Raffia Sun Hat

• JOLIE x Gemsun Sun Hat

• Vitamin A Cannes Straw Bucket Hat

3. Chic Cross-body Wallet 💳

• ACNE STUDIOS Women's Musubi Aged Leather Crossbody Wallet

• Polene Porte Cartes Neiti Polaire Duo

• Quince Italian Leather Wallet Crossbody

4. Fall in Love at the Farmers Market Outfit 👗 

• J Crew Cashmere Shawl

• Novelty Produce Earrings

• J Crew Denim Shirt

• Hill House Home Ellie Nap Dress

• Duer Boiler Suit

• Steve Madden Mesh Mary Jane Flats

• Adidas Sambas

5. List Pad so You Don’t Forget Anything ✍️

• Papier List Pads Set of 3

The Sustainability Factor

When researchers actually dig into why people choose markets over supermarkets, the hierarchy goes like this:

1. Product freshness and quality (cited by 75% of shoppers)

2. Direct connection with farmers (68%)

3. Seasonal eating (64%)

4. Supporting local agriculture (61%)

5. Environmental concerns (58%)

Now let's talk about the elephant in the produce aisle: How sustainable is it really? What is the true environmental impact?

Markets have become unexpected heroes in the sustainable agriculture movement, with 65% of vendors reporting using minimal or no pesticides, even if they're not certified organic. When you're selling directly to customers who can ask about your farming practices while holding your tomatoes, there's a powerful incentive to farm responsibly.

In a world of automated checkouts and meal delivery apps, farmers markets remain one of the few places where commerce still has a human face. They're where retired sociology professors debate the merits of different honey varieties with former punk rockers turned bee enthusiasts. Where children learn that carrots actually grow in dirt, not plastic bags. Where that one vendor who looks suspiciously like your high school chemistry teacher sells buffalo milk. So next Sunday, set your alarm clock early, grab your ever growing collection of conference tote bags, and join the weekly pilgrimage to your local market.