Most affluent investors get to a farmer's market at least occasionally, while many make it a weekly visit.
There is an appeal to shopping at farmer’s markets, where local merchants gather in a public area to present their wares to consumers who enjoy the summer shopping activity.
But not everybody takes advantage of the local produce, and not everybody has the opportunity to take advantage of a farmer’s market.
A Spectrem Group Investor Pulse survey asked more than 1,000 affluent investors about their habits related to shopping at farmer’s markets, and found that more than three-quarters of all investors do take advantage of the gathering of produce producers.
While 41 percent of investors say they visit a farmer’s market “occasionally’’, 21 percent manage to do so on a weekly basis and 12 percent say it is a monthly visit for them. Seventeen percent never visit a farmer’s market, and 7 percent claim there is no farmer’s market in their vicinity.
Perhaps it is expected that women do more shopping at farmer’s markets then men. While 27 percent of men never shop at a farmer’s market for one reason or another, only 21 percent of women avoid the open air market experience.
Age plays a factor as well. Thirty-six percent of investors under the age of 40 either don’t go to a farmer’s market (23 percent) or claim there is no market near them (13 percent). Meanwhile, only 23 percent of investors between the ages of 41-50 avoid the markets. It is also that age group that is most likely to go to a market at least weekly, with 29 percent making the trip once every seven days on average.
It is noteworthy that wealth does not seem to be a factor in the percentages accessing a farmer’s market. It is true that those with a net worth of $100,000 or less do frequent a farmer’s market most often, a vast majority of those with greater wealth, up to those with a net worth over $5 million, get a farmer’s market at least occasionally.
The investors in the survey are segmented by political party, and it is revealing that 33 percent of Republicans either don’t shop at those markets or claim not to have one near them. Only 21 percent of Democrats and politically independent investors don’t take advantage of the farmer’s market experience.
Food blogger Clotilde Dusoulier, writing for the Wall street Journal, suggests shoppers heading to a farmer’s market should go very early, when the best produce is available, or go late, when farmers are closing up shop and willing to sell their remaining produce at a reduced rate.
Kent McDill is a staff writer for Millionaire Corner. McDill spent 30 years as a sports writer, working for United Press International and the Daily Herald of Arlington Heights, Ill. From 1988-1999, he covered the Chicago Bulls for the Daily Herald, traveling with them every day through the nine-month season. He also covered the Bulls for UPI from 1985-88, and currently covers the team for www.nba.com. He has written two books on the Bulls, including the new title “100 Things Bulls Fans Should Know And Do Before They Die’, published by Triumph Books. In August 2013, his new book “100 Things Bears Fans Should Know And Do Before They Die” gets published.
In 2008, he resigned from the Herald and became a freelance writer. The Herald hired him to write business features and speeches for the Daily Herald Business Conferences and Awards presentations.
McDill also writes a monthly parenting column for the Herald’s Suburban Parent magazine.
McDill is the father of four children, and an active fan of soccer, Jimmy Buffett and all things Disney.