A sense of community
The Franschhoek Village Market has been a trending topic on Franschhoek social platforms recently. A request from some local businesses to limit the popular weekend market’s operating hours had the community hot under the collar and the whole debate reminded me why a village needs a market.
The idea of a village market is somewhat of an expansion on the original farmers’ market. Said to have originated in Egypt over 5000 years ago, farmers’ markets allowed farmers and craftsmen to sell or trade their produce and goods in an urban environment. Today still, farmers’ markets selling predominantly farm produce are popular places to get quality products at good value directly from the farmer. A village market might have a broader offering. While some markets find a focus and are, for instance, dedicated to food, crafts or antiques, a village market usually has a little of everything. It is also not only focused on trading but has become a popular place for artists to perform and for the community to socialise.
Although markets suffered a little at the hand of grocery stores and the convenience of malls and delivery services, an interest in fresh, quality products, the trend for authenticity and a need for community, made markets popular again. Today we have a wide variety of markets, both in cities and in small towns. Some are more exclusive than others and while some markets offer daily shopping experiences like some of the famous food markets in Europe, others have more of a flea market feel and are only presented on weekends. Other than in a supermarket or retail environment, the farmer, artisan producer or artist usually man their stands themselves. In this way customers can learn more about the product, making the market a platform that also educates and enriches.
Village markets are essential to the local economy. It gives an inclusive platform to local traders who can’t afford to become part of the formal retail structure, renting a shop, employing staff, etc. For many local producers and craftsmen, the market is their main source of income and its informal structure allows a variety of goods and offerings. The diverse, good value offering usually attracts not only locals but also folks from neighbouring towns as well as tourists, making the market more than a place of trade, but also a place of community.
The relaxed market environment makes it easy to interact and be social. Whether you are selling your goods, buying your weekly groceries and fresh produce or are just picking up a coffee after your morning run, the market allows you to meet and greet other townspeople and neighbours, the wider community from farms and neighbourhoods and even visitors.
The local market plays an important role in tourism too! Tourists enjoy markets to get a sense of the community and experience the heart of the village. They also contribute some “foreign capital” to the local economy. Community tourism has become a global trend and I think that a village market ticks all the boxes when it comes to this type of traveller’s interest.
What’s not to appreciate about the convenience of an online order delivered to your house in an hour? It makes life easy and of course it creates jobs and also stimulates the economy. But choosing your regular list from an app has a long way to go when it comes to the feel-good of picking fresh goods from a stand, enjoying a taster to make up your mind and getting a recipe from the stand owner. Even when you are not into arts and crafts, there is something about the flea market environment that stimulates our own creativity and that opens our minds to beauty.
A village market provides financially, whether you sell or buy at good value and that is of course, its main objective. But the joy and social interaction it allows are of a value more than we might realise we need.
I hope I meet you at the Franschhoek Village Market soon!
Here are some other markets to try: