Fresh from the farms
A new weekend farmers' market tries to avoid the sad fate of other similar bazaars with more variety
kezia toh, Straits Times Life 5 Feb 10;
Spiced with saffron and a dash of paprika, the paella (Spanish rice) is liberally topped with shrimp, clams and squid, then simmered over a fire. This is served alongside racks of luscious produce and gourmet meat - these are what shoppers can expect to find at an upcoming farmers' market at Loewen Gardens.
The market in Tanglin Village, which will be open tomorrow from 9am to 2pm, will have 19 stalls including organic vegetables importers, wine importers and suppliers of meat, cheese and bread.
It is organised by Briton Jane Glascow, 49, who runs The Pantry Cookery School at Loewen Gardens.
She says: 'I long for good produce, to be able to choose food and know where it comes from. I crave the atmosphere of chatting with the suppliers, listening to their stories and their belief that their product is great.'
The idea of a farmers' market, where farmers and other vendors sell produce directly to consumers, is not new. But such markets have not reaped bountiful harvests here.
For example, organic food market L'Organic in Dempsey Road, which held weekend markets every month, ceased operations last July. The company declined to comment.
And Farmart Centre, a hub hosting a variety of shops selling farm produce along Sungei Tengah, faces the same paucity of customers.
With the economic slowdown, business for farmers is slow, says Farmart's in-house guide William Ho, 58. The solution is to depend on the business of regular customers, he adds, and make sure that the products sold are of high quality.
The centre has a variety of shops selling produce from farms, including fish, vegetables and game meat.
To get the word out on the Loewen Gardens market, Mrs Glascow has tapped into magazine mailing lists as well as the mailing lists of the vendors.
'We have built a relationship with our suppliers and customers, so the market is a natural extension of that,' she says.
For instance, the wine suppliers - antipodean wine specialists Wine Guru and boutique wine company Wine2u - are working together to sponsor a sommelier to run wine talks and tasting sessions at the market.
The key is to make sure that products complement and not compete with one another, says Mrs Glascow.
'For instance, if you go to the butcher, he might recommend pairing the meat with a particular wine or cooking it with some type of vegetable,' she adds.
Placing vendors such as those selling cheese next to wine sellers works as well.
She says: 'It is this ability to create a meal based on everything around you.'
The concept is drawing vendors, who are lining up for the next run next month.
Vegetable purveyor Cynthia Wee- Hoefer, 58, says: 'It breaks away from the boredom and predictability of buying from a supermarket.'
She plans to sell organic vegetables from her farm in Nepal, including highland potatoes and emperor shitake mushrooms.
Farmers' markets also cater to those with a different diet. For editorial intern Victoria Yim, 22, the market is a chance to showcase gluten-free foods such as the cupcakes she will be selling. 'People who attend these markets tend to be more aware of the gluten-free diet. The cupcakes do not taste different from regular ones, which is really what I am aiming for.'
A highlight at the market is the outdoor cooking of paella by Spanish food company Solymer. Depending on the weather, it will either be cooked over a wood fire or with a gas paella cooker.
According to managing director Lisa Olson, 49, the famous Spanish dish needs only simple spices - no more than salt, saffron and paprika.
'But many of the paellas served in restaurants in Singapore add many more spices so they end up tasting like Asian rice dishes. So guests at the market can try a paella that is much closer in taste to what you would experience in Spain,' she says.
These offerings are getting customers excited.
Glass artist Lisa O'Toole, 38, who plans to make a trip to the market, says: 'I shop at the farmers' market as a treat - so I do not feel that it replaces a supermarket or the wet market. I will be looking for freshly baked bread, and vegetables that don't look supermarket shiny.
'It is also a great way to get my kids excited about food.'
LOEWEN GARDENS FARMERS' MARKET
Where: 75E Loewen Road, Tanglin Village
When: Tomorrow, 9am to 2pm, and first Saturday of every month
Admission: Free
Info: Call 6474-0441
