Summer farmers markets are one of the season’s great joys. Fresh herbs, the scent of just-picked tomatoes, and the warmth of the sun as you wander through stalls make these markets as much about community as they are about food. They are also, for many, a way to directly support local farmers and eat produce at its seasonal best.
However, recent investigative reporting by the CBC Marketplace has revealed a troubling truth: not all market stalls are what they seem. Some vendors are passing off wholesale or imported goods as their own farm-grown produce, misleading customers who pay premium prices for what they believe is local and freshly harvested.
This does not mean you should stop shopping at your neighborhood market. Instead, it is an opportunity to become a more informed shopper so you can get the authentic experience you are looking for and ensure your money supports the growers and producers you want to back. It is also a reminder that one of the best ways to ensure food authenticity is to grow at least some of it yourself. That is where Edible Landscaping comes in—a guide to transforming your yard, patio, or even balcony into a productive, beautiful source of fresh food that you know is truly yours.
Why Authenticity at Farmers Markets Matters
The appeal of a farmers market lies in its promise: fresh, seasonal, local produce straight from the hands that grew it. These markets are meant to be transparent spaces where consumers meet growers, ask questions, and learn about food production. When vendors resell produce from wholesale distributors or grocery store suppliers, it undermines:
- Trust, as customers may feel deceived and lose confidence in the market’s reputation.
- Local agriculture, since genuine local farmers lose sales to resellers with cheaper, mass-produced goods.
- Sustainability, because imported produce can have a far higher carbon footprint than food grown nearby.
As Sylvain Charlebois, a Canadian food policy researcher, notes, “Farmers markets are built on relationships and authenticity. Once that is gone, so is their unique value” (Charlebois, 2023).
The Rise of Resold Produce at Markets
The CBC Marketplace investigation found that some vendors purchase produce from wholesalers, sometimes even from chain supermarkets, and then resell it at farmers markets labeled as their own “farm fresh” goods. In some cases, items such as berries, peppers, and cucumbers were traced back to industrial farms thousands of miles away.
This practice is not always illegal because market rules vary widely. However, it is certainly misleading if it is not disclosed. It also means you might be paying double or triple the grocery store price for the same mass-produced product.
How to Tell If a Vendor Is Selling Their Own Produce
While it is not always easy to spot resellers, there are telltale signs that can help you identify authentic vendors.
1. Look for Variety That Matches the Season
Local farmers grow what is in season for your region. If you see strawberries in late September in a northern climate, or tomatoes in early spring, they are likely imported or grown in heated greenhouses far from your area.
📌 Summer Seasonal Guide:
June: Strawberries, peas, early greens
July: Cucumbers, zucchini, beans, blueberries
August: Tomatoes, peppers, sweet corn, melons
If a vendor’s stall features tropical fruits such as pineapples or mangoes, those are definitely not local unless you live in a tropical region.
2. Check for Imperfections
Supermarket produce is bred and sorted for uniformity, with each apple or tomato nearly identical in size and color. Locally grown fruits and vegetables tend to vary more in shape and appearance. A basket of perfectly uniform peaches might mean they came from a large-scale grower, not a small farm.
3. Ask Specific Questions
A genuine farmer can tell you exactly:
- The variety name, such as “These are Sungold cherry tomatoes.”
- How they were grown, for example, “We used drip irrigation to conserve water.”
- When they were harvested, for instance, “We picked these yesterday afternoon.”
If the vendor hesitates, gives vague answers, or changes the subject, that is a red flag.
4. Look for Signs of Handling
Farm-fresh produce often has remnants of soil, uneven stems, or leaves attached. Resold goods may be pre-washed, waxed, or stickered.
5. Visit Their Farm
Some farmers offer “open farm days” or post pictures of their fields on social media. If a vendor is reluctant to share details about their farm’s location or operations, be cautious.
Questions to Ask Vendors
Approaching vendors respectfully is key. Sometimes they are new, or they may be selling items from partner farms, which can be acceptable if disclosed. Here are some questions to guide your conversations:
- “Where is your farm located?”
Look for a specific town or area. - “How long have you been growing this crop?”
This gives insight into their experience and authenticity. - “Do you grow everything you sell here?”
Some markets allow mixed sourcing, but the vendor should be upfront about it. - “Can I visit your farm?”
Even if you do not plan to go, the reaction can be telling.
Recognizing Market Labels and Rules
Some farmers markets use signage to indicate product origins:
- Producer Only markets require vendors to grow or make everything they sell.
- Mixed Vendor markets allow vendors to resell some items but require clear labeling.
Check your market’s website or information booth to see their policies. A 2019 Farmers Market Coalition report found that markets with stricter sourcing rules tend to have higher consumer trust and stronger vendor-customer relationships (FMC, 2019).
Why Summer Is the Best Time to Buy Local
Summer is peak season for local produce in most regions. This is when you can get the widest variety of crops at their peak freshness, often within 24 hours of harvest. Unlike winter or early spring markets, summer vendors have less incentive to import produce because so much is available locally.
Summer markets also feature specialty crops you will not find in grocery stores, such as heirloom tomatoes with deep marbling, white cucumbers, purple beans, or small-batch jams made from just-picked fruit.
Strategies for a Better Market Experience
1. Go Early
The best produce is often gone within the first hour. Arriving early means you will have the first pick and more time to talk to vendors before the crowd builds.
2. Bring Cash and Small Bills
Many markets now accept cards, but cash can speed up transactions and sometimes secure better deals.
3. Walk the Whole Market Before Buying
Make one loop before purchasing so you can compare prices, quality, and variety.
4. Buy in Bulk for Preserving
If you want to can tomatoes or freeze berries, ask vendors for “seconds,” which are slightly bruised or overripe fruit, at a discount.
5. Get to Know the Vendors
Building relationships helps you learn about upcoming crops, get recommendations, and sometimes access special products before they reach the table.
What to Do If You Suspect Reselling
If you think a vendor is misrepresenting their goods:
- Ask questions directly to clarify.
- Check with the market manager about their sourcing rules.
- Report concerns if you believe the vendor is violating market policy.
Most market organizers take integrity seriously. They know that a few dishonest sellers can damage the entire market’s reputation.
The Role of Market Managers and Regulators
Some markets have inspection programs where managers visit farms to verify that products are grown as claimed. Others require detailed crop plans or invoices for proof of purchase. However, these measures are not universal, and enforcement varies.
A 2022 study in Journal of Agriculture, Food Systems, and Community Development emphasized the need for clearer transparency rules and better consumer education to protect the integrity of farmers markets (Smith et al., 2022).
The Ultimate Way to Know Your Food is Truly Local: Grow It Yourself
While becoming a savvy farmers market shopper is important, the surest way to guarantee that your food is fresh, local, and authentic is to grow it yourself. This is easier than most people think, and you do not need acres of farmland to do it. You can start with a few pots on a patio, a small raised bed, or even a front yard designed to be both beautiful and edible.
That is exactly what my book Edible Landscaping is all about. It guides you through turning any outdoor space into a productive garden that yields herbs, fruits, vegetables, and even edible flowers. You will learn how to select plants that thrive in your climate, design a landscape that is both attractive and functional, and harvest food that goes straight from your garden to your plate. With your own edible landscape, you will never have to wonder if your produce is truly local—it will be grown steps from your door.
Supporting Genuine Local Agriculture
When you choose authentic vendors and supplement your purchases with food you grow yourself:
- You help sustain local farms and rural economies.
- You keep money in your community.
- You encourage sustainable, lower-impact agriculture.
- You enjoy fresher, more nutrient-dense food.
In summer, this means savoring tomatoes still warm from the vine, sweet corn picked that morning, and berries so fragrant they perfume your kitchen.
Final Thoughts
Farmers markets are meant to be celebrations of local food and community. The recent CBC investigation serves as a reminder that not every stall is what it appears. With awareness, you can still have a joyful and authentic experience. Pair that with the empowerment of growing your own food, and you can take control over what goes on your plate.
If you are ready to take that next step, get your copy of Edible Landscaping on Amazon today. You will discover how to grow food you love, create a yard that nourishes both your body and your senses, and take another step toward a more sustainable and delicious life.
References
- CBC Marketplace. (2025). ‘People are being duped’: CBC exposes homegrown lies at farmers markets. Retrieved from https://www.cbc.ca/news/business/farmers-markets-lies-marketplace-1
- Charlebois, S. (2023). Commentary on farmers market authenticity. Dalhousie University Agricultural Policy Review.
- Farmers Market Coalition (FMC). (2019). Market rules and vendor sourcing practices. Retrieved from https://farmersmarketcoalition.org
- Smith, L., et al. (2022). Enhancing transparency in direct-to-consumer markets. Journal of Agriculture, Food Systems, and Community Development, 11(4), 45-62.
