Farmers' Markets in Japan and Taiwan

Rebecca Wang（China Productivity Center Agricultural Innovation Department II ）

Food is a fundamental necessity of every human being. As the saying goes, "You are what you eat," everything we consume is reflected in our bodies. Therefore, delicate diet, healthy diet, and meaningful diet are all critical issues in our lives.

Looking at history, the widespread local food movement since the 1990s is a reflection on the traditional agriculture and food production methods, as well as a strong demand for sustainable agricultural systems and organic farming (Masuka Toshiko, 2016).

The rise of this trend was from several backgrounds, including tremendous impacts on the land due to the extensive use of pesticides and fertilizers, growing consumer concerns about the nutritional value of food, local food movements that support local agriculture and producers to reduce carbon emissions, organic farming that produces healthy and natural products while maintaining ecological balance, and the pursuit of social and environmental justice by reducing ecological damage and promoting sustainable land use.

In my college days, I was in a work-study program at the National Chung Hsing University (NCHU) Organic Farmers’ Market (2016-2018). My job was to communicate with consumers at the information desk and assist farmers selling their organic products. Last year (2023), on a trip to Tokyo, I visited the "Farmers Market @ UNU" in Tokyo. Both of these markets are conveniently located and hold weekly farmers' markets. This article is on their characteristics and local development and to present my own personal experiences at these markets.

NCHU Organic Farmers’ Market

The NCHU Organic Farmers’ Market was established in September 2007, to promote organic agriculture and organic diet. The market addresses the trust issues consumers often face when purchasing organic products and provides a marketing platform for farmers who adhere to organic standards. The farmers are from various regions of Taiwan with organic certification. Pesticide residue tests are conducted periodically to ensure safety.

NCHU has the major mission to develop human talents and technological resources in agriculture and has long been dedicated to promoting sustainable agriculture. The market aims to serve as a bridge between consumers and producers, leveraging the interaction with organic producers and the trust consumers place in the university.

NCHU Organic Farmers’ Market is located on the NCHU campus, only 13 minutes by bus from Taichung train station. Every Saturday at 8:00a.m., when it opens, customers of all ages rush to the booths - mothers with children, couples, and, of course, NCHU students, too.

For efficiency-minded customers, the market offers the convenience of pre-ordering through its LINE account, saving the time waiting in line. Some customers have become friends with the farmers after years of patronage and prefer to spend some time chatting with them while shopping. This is the warmth that can only develop through direct interaction.

Transaction of organic vegetables and fruits

The agricultural products on the market include fresh leafy greens, seasonal fruits, beverages like tea and coffee and the less common items, such as organic eggs. To comply with the ideal of sustainability, most products are sold unpackaged and consumers are encouraged to bring their own shopping bags or coolers. The information desk also provides recycled paper bags donated by other customers to reduce the use of single-use plastic bags.

A variety of unpackaged vegetables and fruits at the NCHU Farmers' Market

In addition to selling agricultural products, the market is also engaged in food and agricultural education events. This includes activities like parent-child food and farming workshops, learning about organic products, and festive events such as lion dances or lantern riddles, which help bring farmers and consumers closer together, fostering a sense of community.

Notably, the booths and tables in the market are assembled through the collective effort of the farmers and student workers before the market opens. The sturdier frames require two people to lift, while the lighter ones can be handled by one person. After assembly, it takes four people to lift the structure. This teamwork ensures that a suitable environment can be provided for consumers to make their selections before the market opens.

Farmers Market @ UNU

Farmers Market @ UNU was established in September 2009 and operates every weekend from 10:00a.m. to 4:00p.m. It is one of Tokyo's longest-running and most-visited markets. Located in the fashionable district of Aoyama, Farmers Market@UNU is held every weekend in front of the United Nations University. Upholding the concept of "You are what you eat," the market facilitates face-to-face interactions between producers and consumers, focusing not only on health but also on raising consumer awareness about environmental sustainability.

Various unpackaged citrus fruits at Farmers Market@UNU.

The Farmers Market@UNU is just a 10-minute walk from Shibuya Station. The market offers organic and locally produced products, highlighting local and seasonal foods. In addition to fresh produce, the market also sells items such as jams, bread, spices, fresh flowers, antiques, and handmade woven baskets.

The weblinks of farmers who set up booths every Saturday and Sunday are on the official website. The market features food trucks that serve burgers, curry, vegetarian ramen, freshly brewed coffee, and organic lemonade, offering visitors a chance to enjoy healthy and delicious food on-site.

Fresh flowers for sale at the market

Despite the brevity of my visit, I still felt the warmth of the farmers. They greeted visitors kindly and could communicate in simple English. One of the booths, Matsuzawa Farm (Takahashi Office), located in Misatoyutaka, Azumino City, Nagano Prefecture, is an apple orchard that sells apple juice, apple jams and various apple-based products. The clear price tags and appetizing illustrations were particularly eye-catching.

When I asked the booth owner about the different flavors of jam, I was offered a chance to sample them. There were apple jams made from different varieties of apples, as well as unique combinations like apple and carrot jam, and a slightly bitter caramel apple butter with a mature flavor. I ended up purchasing a sweet and delicious sweet potato apple jam for 500 yen as a souvenir of my visit to the Farmers Market@UNU.

Various flavors of apple jam and apple juice from Matsuzawa Farm.

Fresh leafy greens neatly packaged and ready for sale.

I observed that most of the fruit products were sold unpackaged, while leafy greens were typically packaged in plastic bags. Most of the visitors were young people, likely due to the market's location in a trendy area of Tokyo. In addition to the bright and tidy booths, the market collaborates with ENWA, whose art space director designs different art installations each week using flexible fabrics. This adds vibrant and beautiful colors to the market, making it an organic, living entity.

Art space installation created by ENWA

Conclusion

In Taiwan, strict regulations ensure that any agricultural products labeled as "organic" must be reviewed by a qualified certification body. The NCHU Organic Farmers’ Market, which is dedicated to organic farming and organic diet, requires that all participating farmers present organic certification and comply with weekly pesticide residue tests, thereby ensuring consumer confidence. Although the market only sells organic products and processed goods, which limits the availability of prepared foods, it compensates by organizing food and agriculture education events that allow consumers to learn more about food preparation and enjoy the process.

While Farmers Market@UNU does not strictly require all products to be organic, its website clearly indicates the cultivation methods, fertilizer usage, and pest control practices. This transparency encourages direct purchase from farmers and highlights the connection between agricultural products and health. Additionally, there are food trucks offering curry, burgers, coffee, etc., which extends the time consumers spend at the market, fostering more interaction with producers.

Along with industrialization and globalization, extensive use of chemical fertilizers and pesticides has led to resource depletion and increased transportation distances and carbon footprints. Consumers are increasingly concerned about food safety due to health reasons (Toshiko Masugata, 2016). The local food movement reflects a shift in consumer demands for food production and consumption methods, promoting sustainable and environmentally friendly agricultural systems that benefit both health and the local economy while contributing to global environmental sustainability.

Direct purchase through farmers' markets, the promotion of organic agriculture, local food movements, food and agriculture education, and government agricultural policies all help individuals to learn to value the food they consume, to reconnect with the land, to effectively address current agricultural challenges, and to promote agricultural system transformation.

The next time you visit a farmers' market, why not chat with the farmers at the booths, learn about how they produce their delicious fruits and vegetables, and make a purchase to support local and fresh agricultural products!