Exploratory Approach to Small Food Service Operator's Perspectives Regarding Traditional Food Markets

Abstract

Traditional food markets are an integral part of the urban/rural linkage. However, their popularity in Portugal is decreasing, mostly due to the growth of organized retailing and greater globalization. Previous studies of consumers' perspectives of fresh produce in local food markets have associated proximity with freshness, improved quality and reduced environmental impact. A similar study was undertaken to capture small food service operator's perspectives of traditional markets as food suppliers. Questionnaires were administered to 16 small food service operators in traditional food markets in the north of Portugal during February 2009. Half of the food service operators were from restaurants, with an average capacity of 20-40 customers located in an urban area. The vast majority (94%) of operators visited the market 4 to 6 times a week, while only 60% of consumers visited the market at least one time per week. The products most often purchased from traditional food markets by operators were fresh fruit (100%) and vegetables (94%) and by consumers (88 and 82% respectively), followed by pulses (94%), fish (62%) and flowers (62%) by food operator's, and fresh fish (37%) and flowers (38%) by consumers. Results indicated a high degree of satisfaction, suggesting that with an adequate communication strategy, more small food service operators could be attracted to these markets.