Zagreb's Virtual Farmers' Market

For the citizens of Zagreb, going to farmers' markets plays a vital role in their normal, everyday life. We miss not only the produce but the whole ritual of browsing and shopping, the social dimension of visiting a farmers’ market. Especially now in early spring, when everybody longs to be outdoors, and the nature is so generous with seasonal greens. But when the going gets tough, the tough get going – we need fruit, veggies and dairy, farmers need a sales channel to survive. These days, small producers, grocery shops and farmers' markets have all moved online, creating a huge virtual community. “Farm-to-table” has never been this direct.

“Isolation is easier when you have a fresh source of vitamins.” Image credit: Virtualni zagrebački plac

When in search of fresh fruit and vegetables, one acronym keeps popping up in Croatian language – OPG. It's short for obiteljsko poljoprivredno gospodarstvo, a family farm. Basically, it's an administrative, legal term, but in these days there's a special ring to it – it stands for small, local, fresh. It stands for the people whose efforts we really appreciate and need. A case of organic apples, a basket of seasonal greens or a grincajg (a bundle of root vegetables and fresh herbs for making soup) have never been so precious before. A few family farms have already had web shops and delivery service, or they used some sort of network for advertising and selling their stuff beyond the usual market stall. Yet, most of them had no need or knowledge or resources for that, but now that the markets are closed, things have changed abruptly.

“Packages from a family farm ready to be delivered.” Image credit: OPG Frljak FB

In the first days of the quarantine, and especially after the earthquake that hit Zagreb, it all started slowly and sporadically... A solitary post on social networks or a forwarded message about a local family farm with their offer and contact details. The first improvised orders and deliveries followed, with masks and gloves, contactless. And then, questions started flooding in, all over. Where can I find this and that? Do you know any reliable deliveries? Where do you get your stuff from? At first just a small niche, it grew bigger and bigger every day. Networking and getting organized was the key. In Zagreb, a Facebook group called Virtualni zagrebački plac (Virtual Zagreb Farmers' Market) was founded. It started as one enthusiastic person’s initiative, gaining thousands of members in a very short period. Nothing complicated or revolutionary about it – it's a bulletin board, a place where supply and demand meet, where family farms and small producers can get connected with customers. It's not perfect, it can get chaotic sometimes, not all vendors are up to the challenge, but it's there. Other similar groups or pages followed, too. It's now easier to get information and find what you need.

“Hard-working farmers are also couriers these days.” Image credit: OPG Mario Krog MILK bar FB

Word of mouth travels quickly, especially now that we are all connected online. Great quality gets recognized soon and some farms are overloaded with orders and deliveries. Satisfied customers post pictures of the produce they received, give recommendations, people share recipes and pictures of food. And it's especially touching to see someone asking about a specific vendor from a farmers' market, giving details about the person's appearance or produce. And wait until you see the happiness when the vendor is located and reconnected with his or her loyal customer! It seems like a whole new parallel universe has been created in just a couple of weeks. Of course, it can never replace the real, live experience that we all greatly miss. (I can't shake the urge to chit-chat with the delivery person, although I know it’s not appropriate now.)  But it's wonderful to see how necessity connects us all, and how far a little good will and solidarity can get us.

“A whole new photography genre is appearing on social networks – show me your grocery delivery.” Image credit: Virtualni zagrebački plac 

Header image credit: OPG Mario Lasan FB

Author: Taste of Croatia, Morana Zibar