Abstract
The loss of the authenticity was identified among the major issues problematic for the sustainability of farmers' markets FMs. The aim of this study is (1) to explore the actual practice and current trends on FMs in the context of the FM authenticity, and (2) to derive lessons for FMs in Czechia, which stands for a former communist country where FMs emerged only recently, from a case study in Ireland, a Western traditional free market environment with a longer tradition of FMs.
The work is based on a study conducted on six FMs in Ireland which included interviews with organisers and vendors, and observations. The findings show that while the concessions from FM principles (i.e. conventionalisation) can endanger FM exceptional (alternative) position within the food retailing, it significantly improves the FM attractiveness which is essential for FM sustainability.
The right management is strategic when preventing the threat of the authenticity loss deriving from the conventionalisation.