Social embeddedness and food justice at farmers markets: the model farmers market program

Purpose Despite the progressive values espoused by farmers' market patrons, markets have been shown to be exclusive to low-income people of color. This paper examines a particular food security program at a farmers market to ask how social embeddedness and moral economy can be incorporated to dignify underrepresented groups at the market. Design/methodology/approach This case study uses an embeddedness framework to analyze the design of a community-oriented food security program at a farmers market. Findings Social embeddedness contributed to the success of the program in a number of meaningful ways: face-to-face community outreach reached target populations at a human level, and engendered spontaneous support from organizations with shared values. Graphics and text used in marketing material can make transparent the moral economy of the market. However, as soon as social embeddedness is legitimized within a program design, suppressed tensions emerge that are associated with the perceived dichotomy between academic, technically-oriented professionals and on-the-ground community members. In particular, the selection of personnel from the community itself led to interpersonal tensions as well as technical difficulties. Research limitations/implications The analysis proceeds from an administrative point of view, and does not include direct interviews with market attendees or vendors. Practical implications The findings suggest that long-term support is necessary for the implementation of socially embedded food security programs, so that personnel can build trust and technical competence over time. Originality/value This paper offers solutions to the limitations of farmers markets as sites for food security programs, and uniquely contextualizes policy administration in a social embeddedness lens.