The Secretary of Agriculture has proclaimed August 2-8 National Farmer’s Market Week, giving some long overdue kudos to the 4,900 registered farmer’s markets nationwide, and the thousands of farmers who sell from roadside stands and parking lots. “One of the Obama Administration’s top priorities is to make sure that all Americans – especially children – have access to fresh, nutritious food, and USDA’s ongoing support of farmers markets is important to reaching that goal,” Secretary Vilsack said. “At the same time, farmers markets help support small family farms, help revitalize rural communities, and often promote sustainable agricultural practices.”

While I have been critical of the USDA’s many wasteful policies, this one is smart because it not only supports rural communities and sustainable agriculture, but because it promotes the idea that on some level, small-scale agriculture is a profitable, desirable vocation. It’s been awhile since people have seen small-scale farming as an economically sustainable way of life.

Of course, the USDA didn’t bother to fund any new consumer incentives or public service announcements to inform the public about the benefits of buying locally grown food. This is a huge oversight, especially as the nation faces rising unemployment, rising food prices, rising transportation prices, and a growing uneasiness about possible food shortages. Not only is produce from farmer’s markets, CSAs, and roadside stands less expensive, the money growers receive goes straight to them, not through a government agency or bank. Like the produce that is sold there, farmer’s markets are rawest form of free-market capitalism.

While I’m happy that small-scale family farmers are finally getting some recognition for our contribution to the economy, I still don’t understand why the USDA feels it’s necessary to spend 4 billion dollars on rural broadband, but not one cent on a public service announcement for farmer’s markets. Could it be because we don’t have a lobby or industry spin-doctor to represent us? You bet your sweet baby watermelons it is.