A nationwide price comparison study conducted by Farmers’ Market New Zealand found six out of seven farmers’ markets surveyed were cheaper than their supermarket counterparts.
The survey, taken earlier this month, compared the cost of a basket of produce from the markets compared with an equivalent basket from their two closest supermarkets.
The Otago Farmers Market, held every Saturday morning near the Dunedin Railway Station, was found to be 17.5% cheaper than the supermarkets — the second cheapest of the seven markets surveyed, behind Gisborne’s.
Janefield Paeonies and Hydroponics owner Rodger Whitson said, as a longtime vendor at the market who kept an eye on prices around town, the finding was to be expected.
Produce from farmers’ markets went directly from grower to consumer — cutting out the middleman and higher transport costs — and some products could be anywhere from 50c to $1 cheaper.
While farmers’ markets overall offered fresh produce which was "always on par if not cheaper" than at the supermarket, they had once been perceived as having more expensive items, Mr Whitson said.
But he believed this perception had improved, as the Otago Farmers’ Market had been well-known for a long time and their Saturday mornings were busy.
He hoped news of the study’s findings would bring in more customers.
"With the cost of living ... it’ll be good to see a wee lift and a few more wandering through.
"Although it is busy now, but a few more wouldn’t hurt."
Farmers’ Market New Zealand chairman Jono Walker said they were well aware the fresh quality and seasonality at farmers’ markets was "top notch", and it was heartening to see that produce was also cheaper overall.
"We’re working hard to dispel the perception that farmers’ markets are more expensive than the local supermarkets, and this survey shows people can benefit financially alongside the other benefits of shopping at a market — and every little bit helps."
