–vendors welcome new avenue to showcase businesses and reach consumers

BOTH shoppers and vendors alike have welcomed the government’s newly launched farmers’ market in Sophia, citing lower prices, locally produced goods and new opportunities for small businesses to reach a larger customer base.
The weekly market, which began on Wednesday as part of Agriculture Month activities, has attracted shoppers looking for alternatives to the prices offered at regular markets and supermarkets, while vendors say the initiative is giving them an opportunity to showcase their products and build their businesses.
Being hosted by the Ministry of Agriculture, the weekly farmers’ market at the Sophia Market is part of a wider initiative which will see other monthly farmers’ markets held in various regions.
Speaking to members of the media on her experience at Wednesday’s Farmers’ Market, first-time visitor Tanaeisha Allen said she was impressed with what she saw and was already looking forward to returning.
As she shared, “I came today and I did not know what to expect because this is my first farmers’ market, but from what I am seeing, I am really looking forward to being here next week. I have just visited the fish booth and the prices was [sic] good and I can compare with the prices that I pay, you know, on a regular basis.”
Another shopper, Olivia Ward, said the market was timely amid the current cost of food and welcomed the range of products available.

“The prices in the market are very hot right now, so it is good that you are getting it at a lesser price. That is why I saw it on Facebook and I decided to come and see what it is like.”
Ward also cited the range of local products available at the market, adding, “This is my first time at something like this and it is pretty nice. It is good to see that you have a lot of local stuff, not only vegetables but a lot of other teas and drinks.”
For vendors, the market is also being viewed as more than a place to sell products, with some seeing it as an opportunity to introduce their businesses to a wider group of consumers.
Karen Nelson said the initiative gives businesses an avenue to showcase what they offer, while creating an opportunity for persons to shop at lower prices.
“I would say it is very important. You get to showcase my business and then what you find with this market here too, that a lot of things normally sell cheap [sic], so a lot of persons would get an opportunity[sic] to come out and shop, and I find that it is a very good initiative as well.”
Christopher Bhukhan, another vendor, said farmers also benefit from being able to showcase and introduce their produce directly to consumers.
He said, “This is something very good that the government is doing, thanks to our president for looking into this as farmers. We appreciate this because we are being exposed to the outside, so people could see what we have and what we are producing, and with the cost we have in here for the produce is affordable for our customers.”
The direct connection between producers and consumers is one of the central aims of the initiative, with Agriculture Minister Zulfikar Mustapha saying that the markets are intended to help farmers secure better prices while allowing consumers to benefit from reduced mark-ups
Nirmala Sukhu, who sells plants, said the market was particularly useful for a small business that is still building its customer base.
“It benefits me and the people, they get it at a different price, and we’re able, because we have just started and we are small, we are able to sell and to build our project. We sell at a better price, you will see the prices in the plant shops and so are significantly higher.” She further noted that public interest and engagement have been strong, adding, “at least somebody, two people already came to buy. One person bought a lot and one lady bought one plant, so they have purchased. It has just started and they have already purchased, so it is going good.”
The Farmers’ Market is intended to bring farmers and consumers into more direct contact while providing another avenue for locally produced goods to reach the public.
The Sophia Market will be held every Wednesday from 15:30hrs (3:30 p.m.,) while similar farmers’ markets are expected to be held at least once monthly across the regions.
The Ministry of Agriculture has said that the arrangement is intended to reduce some of the additional mark-ups that occur as produce moves through intermediaries and from farm to market, allowing farmers to receive better prices while consumers have access to products at more affordable rates.
The initiative is also a step amid broader efforts to strengthen agriculture, expand market opportunities for producers and improve access to locally produced food.