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Chattanooga: Shoppers delist fresh vegetables, or try farmers’ markets

By: Amy Williams
(Contact)

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As Tasha Hall and James Talley moved through the aisles of a Chattanooga grocery store this week, the contents of the couple’s shopping cart looked a little different than it did a few years ago.

Instead of potato chips, Ms. Hall bought microwave popcorn because it was on sale for 88 cents. The couple’s cart also had no fresh produce, which Ms. Hall said is just too expensive these days.

Staff Photo by Gillian Bolsover
Katherine Little Odom, left, buys peaches with her mother, Sally Little, at the Chattanooga Market.

“Fresh fruit is expensive,” she said. “Tomatoes are definitely going up, and I remember you used to be able to find bananas for 29 cents a pound — now they’re 59 cents for a pound.”

Ms. Hall and Mr. Talley are not alone. High energy costs and rising levels of consumer debt are causing people across the country to change their shopping habits, according to the Food Marketing Institute’s report on U.S. grocery shopping trends for 2008.

Consumer grocery spending increased by the highest percentage in years to an average of $97.80 a week, according to the report.

Almost 50 percent of shoppers said economic conditions have affected their grocery shopping patterns, with people earning less than $100,000 a year most likely to feel the pinch, according to the report.

The report showed that some people, about 40 percent of shoppers, have adapted by buying more canned, frozen or boxed food instead of fresh, preservative-free food. More than half of low-to middle-income shoppers have switched from fresh fruits and vegetables to the less expensive frozen variety.

Ms. Hall and Mr. Talley said they buy all of their groceries at the supermarket because of the store’s proximity to their residence, but they know they could save money — and get better quality produce — if they bought their fruits and vegetables elsewhere.

Local farmers agree. Michael Mayfield, owner of Mayfield Farm and Nursery in Athens, Tenn., said people are beginning to change their grocery shopping behavior to save money, but also because they see a benefit.

“It seems that people are finally aware that if they eat healthier they will be healthier,” said Mr. Mayfield, son of Mayfield Dairy Farms President C. Scott “Scottie” Mayfield. “Fresh, local produce makes you healthier, and you can do it cheaper (at a farmer’s market) than most people can at the grocery store.”

While FMI’s report said shopping and eating patterns vary widely across income brackets, 71 percent of all shoppers, regardless of their incomes, are eating out less and cooking more to save money.

For some consumers that means taking advantage of the wide variety of fresh vegetables available at produce stands and farmer’s markets like the Chattanooga Market, where Mr. Mayfield sells his fruits and vegetables each Sunday.

Charlotte Henderson regularly stops at Linda’s Produce in East Ridge on her way home from work. One night this week, her dinner included corn, potatoes, green beans, squash and tomatoes — all vegetables grown by her friends or bought from the produce stand.

While she prefers homegrown, she will occasionally buy the less expensive frozen vegetables if she is in a hurry, Mrs. Henderson said.

“It’s just not as good as fresh,” she said, as she scanned the rows of pickling cucumbers, shiny, yellow squash and bright, red tomatoes at Linda’s. “You can’t find vegetables like these just anywhere.”

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