Farmers market prices are competitive with supermarkets.

In Placer and Nevada counties, UCCE received a CDFA Specialty Block Grant to encourage consumers to eat more fruits and vegetables and support the local agricultural industry by buying the produce from them. The project led to the creation of the “Eat Local Placer Nevada” campaign.

“Buying locally grown products supports local farmers and ranchers and it keeps land in agriculture,” said Cindy Fake, UCCE farm advisor in Placer and Nevada counties. “Simply put, it's the right thing to do.”

To give consumers extra incentive to eat local, the group launched a seven-month study to compare prices at farmers markets and grocery stores. Volunteers and staff collected price data at four farmers markets and six grocery stores from January to July 2014. Specials and sale items were not part of the study. The data suggests that organic produce at farmers markets is priced about the same as organic produce at grocery stores.

In terms of conventional produce, grocery stores had cheaper prices on 6 out of 11 items; however, consumers would still save money picking up red apples, beets and chard at the farmers markets. The cost of conventional butternut squash and sweet potatoes was virtually equal at the two venues.

“Contrary to many consumers' perception, farmers market prices are competitive with regular supermarket prices,” Fake said. “Some prices are slightly higher, some slightly lower, but they are in the same range. “

However, there are other factors shoppers should keep in mind when deciding to buy supermarket produce or fruit and vegetables grown by their neighboring farmers.

“Produce at the farmers market is sold the same day or the day after it is harvested,” Fake said. “Because of that, its shelf life is two to three times longer than what is found in the supermarket. And because it is so fresh, you have a higher nutrient content and it will taste better.”

Fake said experts believe buying local also supports the local economy. She is collaborating on a project led by Shermain Hardesty, UCCE specialist in the Department of Agricultural and Resource Economics at UC Davis, to document the economic impact of local food systems in Placer, El Dorado, Sacramento and Yolo counties. The researchers will gather data about farmers' purchases of inputs and local sales of produce.

“This project will provide science-based evidence to guide public policy and program design aimed at supporting local farmers and local food systems into the future,” Fake said.

The study – titled Measuring the Impact of Local Food Marketing on the Local Economy – is supported with a $226,048 grant from the UC Division of Agriculture and Natural Resources.