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Redesigning the Farmers Market: Farm on Wheels FTW!
Last week a celebration was held on the lawn of City Hall during the weekly farmers' market to rejoice thirty years of locally-sourced farm-fresh produce in Los Angeles, and to look ahead to a future where we make buying and consuming such produce a priority. Part of the event was to announce the winner of GOOD magazine's "Redesign Your Farmers' Market" contest, which invited entrants to articulate and render their vision for the next generation of farmers' markets and how they'll serve the public.
The winning entry came from LA's Mia Lehrer + Associates. Lehrer, along with Astrid Diehl and Zhihang Luo took top honors for their mobile market concept:
“Farm on Wheels is a program that brings locally grown produce to the people of L.A. County. The program selects fresh fruits and vegetables from local farmers and distributes the produce through a network of farm trucks. To engage more people in the consumption of fresh foods and support local and urban agriculture, Farm on Wheels creates a simplified and convenient food distribution network between farmers and consumers.”