2 September. First farmers' market (Soweto Imvelo Market)

Informing my project up until this point were the interviews, observations and participatory activities based on different farms and RDFF meetings. Desktop research has also clarified some of the scope of the project. Something that was really missing was a good contextual understanding of a market set up in Soweto. It is an important point of purchase that small farmers are interested in, identified through a series of interviews, so attending the launch of the market was key in informing the product development of short term food storage. 

It is understood that the first farmer's market did not achieve all the goals originally set out, but the successes of the Imvelo Market promise that the future of these markets will only be bigger and better. We arrived when some farmers had already set up their display and whilst other farmers were still arriving with their produce. This allowed me to observe key themes that my storage design would have to accommodate for. This blog post is a record of the passive observations, relevant to food storage, that I made at the market. The farmers' market (top left image) was set up in an area also used by other small, informal businesses (top right images), and thus a familiar spot to the community members of Soweto.

This stall (left) was already set up when I arrived. Just like the majority of the sellers throughout the day, their produce was harvested that morning and we could tell by how good it all looked and smelled! 

First I will talk about setting up: 

A common theme here was planning to appeal to customers. This was done in a variety of ways. One of which was arranging the produce in a structured manner. This consumed a substantial amount of time and the success of this was dependent on the available resources. This involved setting up on whatever containers and surfaces that were available to the farmers who had limited time to plan this. This brought advantage the people who set up early as they could set up under shade.

Availability of shade proved key to the success of selling produce. Some farmers had to make alternative plans as shade was limited.

The storage product being developed aims to render farmers more independent of weather or not these external resources are available to them on the day of a market. It must insure these above mentioned needs to them and so, by owning this storage, they can be self empowered regarding these issues.

(left) A well considered display uses the containers that the produce was transported in, differently. The three different types of produce are showed off using space decently. 

This farmer uses a bakkie that is not his own. It is a make-shift display that is only effective to a certain extent. shade is only partially available here.

Another bakkie (left) that was previously parked in the sun moved under cover as another tent became available. These sellers came with a lot more produce than shown in this picture. They use a range of random containers that were available to them.

Produce was continuously being set up and re-set up and many things dictated this. The carrots on the box (bottom of left image) were later moved to the bakkie surface behind the spinach as shade became available in this spot. Spring onion was put in the place of where the carrots used to be as they don't fair as well in the sun. This switch also made more sense as the farmer was unpacking his carrots, as he had too many to fit on such a small surface. This was inefficient planning and the storage product can help to be more efficient in this way.

 

Observations during selling and maintaining produce: 

Customers like to shop and they are interested in buying what looks and smells the best. After a purchase is made, the farmer puts the sold produce in a bag and/or ties bunches with an elastic band.

There was a well skilled seller standing on the bakkie doing what he could to get the attention of customers.

In an effort to protect the produce that was drying up from direct sunlight, one of the sellers covered her spinach with black plastic bags. Attracting and absorbing the heat with this colour was maybe not as effective as a solution that can be provided by the storage product. 

Other  efforts to maintain the produce involved activities like pouring water directly over produce using a water bottle (images left and right).

This method wasted a lot of water. After I'd left the market to prototype, Naude' notified me of another preservation method using ice directly on the produce, which provides cooling and moisture (image below taken by Naude').

The secrets of Soweto continue
to      hold     my     attention :]

I saw the farmers from Siyazenzela there and they expressed that they were somewhat disappointed with the outcome of the market. They would prefer associating themselves with the market when it is better established. They do see the potential of the market, but as they are more established than some of the other farmers, they have bigger business prospects. As the market further establishes itself, it will attract more developed farmers like the ones at Siyazenzela. It is important to consider that different farmers are at different stages of development. And the storage design can accommodate for this in the way that it is modular.