Israeli sellers laugh, not scream to sell produce

The opening of a new open- air food market
is far from headline news in Israel. Nearly every city in the country
has a daily or weekly market, where shouting crowds and whistles are
heard from miles away. “But this isn’t an ordinary market” affirms
co-founder Michal Ansky, “this is Israel’s first real farmer’s market.”

Having just celebrated its one year
anniversary, the farmer’s market, located in Tel Aviv’s new port, is
officially recognized as an Earth Market-only
the third of its kind in the world. Established by two female
journalists and culinary experts- Shir Halpern and Michal Ansky- this
market enables the public to bypass the ‘middleman’, and directly
purchase food from producers. As a result of this direct interaction,
the public can associate names, faces, and stories with their fresh
food (a bit more interesting than bar codes and price tags, not to
mention tastier). According to Slow Food,
the market’s sponsor, this special relationship enables the public to
become somewhat actively involved in the food production process,
transforming them from merely anonymous consumers to ‘co-producers’.

All producers
sell seasonal, naturally sourced, and highly diversified products. “We
really try to emphasize diversity” Ansky proudly proclaims, “we
currently have over more than seventy different types of tomatoes.” The
success of this farmers’ market accurately depicts popular consumer
demand; the public seeks high quality food, and the ability to
establish a relationship with the people who grow it. In Israel, a
variety of top quality fruit and vegetable species are reserved for
export only. “Why should we settle for mediocre produce when the
country is exporting a highly diverse array of top quality produce?”
questions Ansky.

A diverse array of otherwise difficult to find heirloom vegetable varieties

Fortunately, the market’s success has
prompted the establishment of another farmers’ market in the city of
Ra’anana. Plans are also on their way for one in Jerusalem-which will
bound to attract diversity in more than just one way other than simply
tomatoes.

“We’re struggling like so many other
like-minded people around the world” Ansky confesses, “to obtain strong
support and sufficient subsidies from local municipalities and the
government. We invite those people to come and visit, to really show
them how important this market is.”

“I’ll assist you in your effort” I
promised, “and invite them over here for a meal too. Of course, it’ll
be made from easily accessible Israeli ‘export quality’ produce, to
really show them what they’ve been missing at home!”