The Farmers' Market Dilemma

As populations have grown and large companies have joined forces, California farmers have been forced to either struggle within the industry or close their family businesses and relocate. Since Governor Jerry Brown's administration in the 1970's, every effort has been made to support direct marketing of local growers and their products. Hence, the farmers' market was created. By taking surplus produce to markets, farmers were able to skip packing and labeling requirements, and pass the savings on to customers while providing them with fresh local produce. But now farmers' markets are facing a new dilemma; being a product of their own success.

Howell Tumlin is the Executive Director of the Southland Farmers Market Association, which is dedicated to insuring the integrity of farmers markets of Southern California. He discusses the challenges facing the farmers' markets and his ideas for revamping the current model.

Music Break -- High Winds -- Reality