From the field... straight to the kitchen

Hundreds flocked to the new farmers’ market in Ta’ Qali yesterday armed with shopping bags to stuff with fresh fruit and vegetables – at cheaper prices.

The farmers met the shoppers and cashed in on some of the profit that normally goes to middlemen at the Pitkali market.

By 9.30 a.m. Monica Custo had already filled the boot of her car with fruit and vegetables. “The products are very fresh, there is choice and the prices are generally better,” she said.

Joan Gauci agreed, hoping that the freshness of the products would mean they last longer.

Carrying two shopping bags, Dorianne Agius said she had gone to the market mainly out of curiosity and because she believed in buying local produce.

The farmers were thrilled to finally see the fruit and vegetables they cultivate being bought directly by shoppers.

“It’s satisfying to see our products move from the field, straight to the kitchen,” one farmer said, standing under one of the 40 white tent-like stalls.

The market was primarily set up to give farmers an opportunity to sell their products directly to consumers who, in turn, are benefiting from more competitive prices.

Farmers have often complained they are inadequately compensated for produce while customers objected to high prices. This market is designed to bypass the Pitkali market, with its system of middlemen, which has long been blamed for artificially inflating the prices of fruit and vegetables.

Standing by her stall, Rosanne Chircop Schembri said some shoppers turned up as early as 7.45 a.m. although the market opened at 9 a.m.

“We really needed something like this. It’s good that we have the opportunity to sell our own products,” she said.

John Schiro, who sells local honey, agreed, adding that the market allowed customers to see the genuine nature of their products.

While agreeing that the market was a positive development, Carmelo Farrugia said it was a pity it was being held outdoors.

“My worry is that people would not turn up in bad weather so, perhaps, it would be best to have it in a more sheltered area,” he said.

The market will open on Tuesdays between 4 and 7 p.m and Saturdays from 9 a.m. to 5 p.m.