Your local Farmers' Market: it's worth the trip!

Karen Collins, MS, RD, CDN American Institute for Cancer Research Business is booming for farmers' markets, with numbers more than doubling in the last 15 years. There are numerous reasons why shoppers are increasingly visiting farmers' markets: the quality, flavor, and higher nutrient value of freshly picked produce, bargains, more organic produce or to support small farms. If you're not accustomed to shopping at farmers' markets, a few simple tips can make your trip worthwhile:. Price Check: Prices at farmers' markets are almost certainly cheaper than those at corner convenience stores, but not everything is priced lower than in grocery stores. Highly seasonal items are more likely to be a better deal than the staples. If you want to bargain for a better deal at closing time, make it a win-win for you and the farmer by offering a set amount of money and asking the farmer what he could offer of the produce he has left. Buy In-Season: If you want to know what's in season before you shop, visit www.fieldtoplate.com and click on Resources to look up your state's seasonal guide. Find the Unfamiliar: To ship produce great distances, growers have developed varieties that can handle the rigors of travel. Farmers selling at local markets will often grow varieties of vegetables and fruits that don't stand up to long-distance travel but offer greater or different flavors. For ideas to prepare your selections, visit Web sites with healthful recipes, such as the American Institute for Cancer Research (www.aicr.org). Part of the fun of farmers' markets is to get ideas from vendors, too, especially when you see unfamiliar produce. Support the People and Place: Without middlemen, farmers may get at least twice as much money for their products. Surveys say that without this increased profit margin, many small and medium farms would go out of business. Studies find that money raised tends to circulate within the local economy longer and increase commerce at nearby businesses. Manage Your Market: You can find farmers' markets on Web sites, such as LocalHarvest (www.localharvest.org). If markets are held on particular days, keep one schedule on your refrigerator and a copy in your car or at work so you know when markets are open near your job, home or along your commute. Try to bring your own reusable bags with handles and cash. Some can handle Supplemental Nutrition Assistance Program cards. The USDA's Farmers Markets Web site lists markets that accept these forms of payment. Also, buy only what you realistically will use. You lose the value of freshly picked produce if you buy so much that it sits in your refrigerator too long. The American Institute for Cancer Research (AICR) is the cancer charity that fosters research on the relationship of nutrition, physical activity and weight management to cancer risk, interprets the scientific literature and educates the public about the results.