Building trust at farmer's markets

By Scout Nelson

Farmer's markets are important for direct interactions between agriculturists and urban consumers, providing a platform for not only buying nutritious food but also for forming relationships and addressing consumer concerns about agricultural practices.

Glenn Brunkow, a former Kansas State University extension agent and current owner of Brunkow Family Lamb, regularly sells his products at markets in the Manhattan area.

"Farmer’s markets are a great way for consumers to meet us. We take care of any fears and answer questions they might have about agriculture. You get to become a trusted resource for them," Brunkow explains.

Brunkow notes that while consumers are more informed than ever, the accuracy of their information varies. "It’s kind of a mixed bag," he says. "They’re more informed than ever before, but oftentimes, the information they’re getting isn’t completely correct."

To tackle misinformation, Brunkow advocates for transparency with customers. He is candid about his farming practices, explaining that unlike some of his competitors, his lambs are grain-fed, and he uses antibiotics when necessary. This openness is crucial for maintaining credibility.

These honest exchanges offer mutual benefits. They provide valuable feedback for producers and reassure consumers about animal welfare and environmental sustainability—common concerns among shoppers.

Brunkow also invites consumers to visit his farm, especially during lambing season, to see operations firsthand. This openness extends to discussions about animal husbandry, treatment protocols, and the environmental impact of his practices.

"I tell people that my ewes graze places that we can’t raise crops on. I explain to them that the air, water, and land that I'm on are very important to me," he shares. As a fifth-generation rancher, Brunkow is committed to sustaining his operation for future generations.

Through transparency and engagement, farmer's markets serve as a critical venue for educating the public and enhancing the image of agriculture, helping to ensure that producers and consumers alike are informed and satisfied.

This coverage is provided by Jacob Klaudt of the K-State Research and Extension news service, highlighting local agricultural practices and their impact on community relations.

Photo Credit -gettyimages-shotbydave