Sustainable Food Production, Consumption, and the Generation of

1000 known CSAs in the United States alone (Cone and Myhre, 2000). The farmer-consumer
link begins when consumers buy into a share of the farm early in the growing season. The share
provides farmers with a guaranteed income throughout the year and an ability to accurately plan
for the growing season, while consumers are guaranteed an equal share of what the farm
produces and sometimes even a say in the growing practices (Cone and Myhre, 2000; O'Hara
and Stagl, 2001; Worden, 2004). As a result, the risk of poor production that always exists for
the farmer is partially transferred to the consumer; if there is a drought or crop disease, the
shareholders will see the results in their weekly food box. CSAs allow varying degrees of
shareholder involvement, and within each, there may be a choice of how involved a shareholder
can become (Cone and Myhre, 2000). Participation may range from simply picking up or
receiving their weekly box, to helping on the farm on a casual basis, to taking part in and
organizing farm celebrations and work parties (Cone and Myhre, 2000). CSA shareholders have
the opportunity to gain a better understanding of what is involved in producing food, and help to
raise awareness of issues related to the food system as a whole (O'Hara and Stagl, 2001).
Currently Victoria has approximately 6 farms or cooperatives offering services similar to the
standard CSA model, some of which involve multiple local farms in a box delivery like program
(Lifecycles, 2005a). CSA’s are a promising solution in the effort for a more sustainable food
system in Victoria and certainly there is room to grow, but this is not the only initiative with
benefits to local farmers. For consumers who enjoy the experience of going out and choosing
their produce there are other options available.
Farmers markets are yet another way to directly support local producers in the effort to
create a more sustainable food system. Farmers markets are actually a return to the way produce
was sold before supermarket shopping became the norm (Atkinson, 1994). As Wilkins (2002)
points out, much of the appeal in shopping at farmers markets is the opportunity to buy directly
from farmers. Wilkins further notes that the atmosphere of farmers markets is seen by consumers
to be more pleasant than in supermarkets. Also consumers tend to view the prices more
favourably at farmers markets compared to supermarkets (Govindasamy et al., 2003). These
markets allow consumers to make connections with the people who produce their food, while
farmers are able to set their own prices “according to the real costs of production” (MacNair,
2004:19). Victoria has ten farmers markets, most of which run only in the summer season
(MacNair, 2004). Some of Victoria’s farmers markets attract up to 1000 customers each week
even when open for only few hours in a single day (MacNair, 2004). These markets provide a
venue for well-established local farmers as well as those just starting out.
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