“IT’S A DUMP: THE FRUIT AND VEGETABLES ARE OLD AND TOO EXPENSIVE”: CONSUMERS REACT TO THE FIRST “FARMER’S MARKET” IN ITALY

“It’s a dump, here high costs are being combated. The eggplants are ugly, old, and cost 2 euros per kilo, grapes cost 2.80”: this was one of the comments made by a woman as she browsed through the stands at Italy’s first Farmer’s market, which opened recently in Milan.
Locals were already eagerly waiting at the gates of the market an hour before it was supposed to open on the day of its inauguration, but upon entering, a unanimous cry of dissent could be heard: it’s too expensive.

The stands offered fruits, vegetables, cheeses, as well as unusual products like salami made from ostriches, snails, and even raspadura (a very local cheese from the Lodi area).
The milk distributor that sold milk for 1 euro per liter was largely appreciated. But the general attitude of consumers who browsed through the market on opening day was discontent.
In defense of the market, Mario Boggini, the director of the Agrarian Consortium of Milan and Lodi, rebutted: “The quality is very high and the prices are decided on by the producers”.

Enzo Pagliano, the director of Coldiretto also explained that, “we do not sell discount foods, but aim towards local products that do not undergo transformations and which are sometimes not even found it supermarkets”. He added that the hopes are to get the market stable and even open it on Saturdays as well.
Promoted by Coldiretti, the market dedicated exclusively to local farmers is open every Wednesday until December 27 in the Consorzio Agrario (Via Ripamonti, 37), and offers products directly from farmers.