During a recent visit to Orvieto, Italy, I found myself naturally drawn to one of my favorite places in any community: the local market.
Nestled among the historic streets and piazzas of this beautiful Umbrian hill town, the market offered a fascinating glimpse into a culture where local food isn’t considered a trend or lifestyle choice it’s simply a way of life.
As someone who has spent more than three decades working in and around farmers markets in California, I couldn’t help but notice both the similarities and differences.
At first glance, the market felt familiar. Fresh fruits and vegetables spilled from crates. Seasonal produce took center stage. Local cheeses, cured meats, olives, breads, and flowers filled vendor stalls. Neighbors greeted one another by name. Shoppers carried baskets rather than carts.
But what struck me most was how deeply woven the market was into daily life.
Unlike many farmers markets in California, where markets are often held once or twice a week, markets throughout Italy have historically served as the primary food hub of the community. In many towns, residents still visit local markets regularly to purchase ingredients for meals that same day.
The rhythm feels quite different.
People aren’t rushing through a shopping list. They’re selecting tomatoes for tonight’s pasta, asking questions about what’s in season, and building meals around what the market offers rather than expecting every ingredient to be available year-round.
In many ways, it’s a return to something we’ve been working to preserve through California’s Certified Farmers Markets: a direct connection between the people who grow food and the people who enjoy it.
One noticeable difference is the structure…
In California, certified farmers markets operate under one of the most rigorous direct-to-consumer agricultural systems in the world. Farmers selling within certified sections are verified to ensure they are growing the products they bring to market. The certification process protects both farmers and consumers while creating transparency throughout the marketplace.
In Italy, the distinction is often less visible to shoppers. Markets frequently blend farmers, food producers, specialty vendors, cheesemakers, bakers, and artisans together in one vibrant public square. The experience feels less segmented and more integrated into the daily fabric of community life.
Yet despite these differences, the heart of the market remains remarkably similar.
The market serves as a gathering place.
It’s where neighbors connect. Where recipes are exchanged. Where seasonal traditions are passed from one generation to the next. Where local economies are strengthened through simple everyday purchases.
As I walked through Orvieto’s market, I was reminded that while every region expresses local food culture differently, the values behind it are universal.
Fresh food. Community connection. Support for local producers.A sense of place.
And perhaps most importantly, a reminder that food is meant to bring people together.
For those of us fortunate enough to work in farmers markets, these experiences serve as both inspiration and affirmation. Whether in a California farmers market or a centuries-old Italian piazza, the simple act of gathering around local food continues to create stronger communities. It’s a tradition worth preserving.
And one worth celebrating wherever we find it.
