Fresh City Farm is the largest grocery store in Toronto and is accredited for its efficiency in promoting environmental sanitation within the community. The store also provides various brands in each product, and the products are available in every season. The store adheres to the capitalist consumer values such as convenience, cost, variation, and constituency in community-supported agricultural operations. For instance, the store promotes convenience by providing groceries to the consumers in time and precision ( Hatayama, 2019) . Also, Fresh City Farm supports consistency in their production by producing various products in their farms at all seasons. The cost of the grocery is also effective. However, the emergence of Covid has both challenged and promoted the capital consumer values in Fresh City Farm. The drivers ensure that they follow delivery policies in every condo and apartment ( Muro-Rodríguez et al., 2021) . In case of consumer unavailability, the driver is instructed to follow Covid restrictions and leave the package in the lobby. Also, to reduce the risk to their consumers, Fresh City Farm ensures the delivery packages are in reusable cardboard boxes and ice cubes for frozen products. The covid restriction has challenged the cost of payment of the products because it has to shift from cash payment to online payments such as inventory and credits, which might omit some of the customers' orders.
Source: https://www.freshcityfarms.com/market/bags/fruit-reg from https://www.freshcityfarms.com/
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Source: https://www.freshcityfarms.com/market/product/cinnamon-ceylon-true-splendor-garden-40g from https://www.freshcityfarms.com/
The farm is community-centered and strives to provide the required atmosphere to everyone. The farm has a Member Farmer program, which connects the urban farmers to the facilities found in the community. The Fresh City Farm supports the farmers in growing herbs, flowers, fruits, and vegetables by themselves and selling them. Since the grocery is the largest city farm, it strives to produce recipe bags for many of Toronto's families. The grocery purpose of changing how people and the community thinks about different foods promotes alternative hedonism. Also, the farm is entirely organic and does not produce its products with pesticides and chemicals. Besides, the grocery promotes diversity of culture by providing alternative pleasures to its minor and significant consumers ( Hatayama, 2019) . For instance, it has featured environmentally friendly and organic vegans, pork and poultry meat, Asian products such as Sushi, local Indiana products, grab-and-go food options, cooking events organized by local Universities, and Caribou Coffee ( Schneider‐Kamp, 2021) . Since the stores have incorporated the local farmers in producing the vegetables and meat, it has ensured that the staple food is available.
It is vital for me that the Fresh City Farm produces cultural and staple food because most of the consumers in Toronto are inclined to their culture, especially my family. My family values their culture, which includes consuming staple food. Thus, I find it appropriate to shop at Fresh City Farm's various provision of food. However, after the Covid pandemic hit and the farm diverted to selling online, it has been cumbersome to order groceries. The online experience is new in our neighborhood, and many people cannot access the online skills to purchase. When the delivery team omits some products in the list, it promotes food insecurity, making it an unfair ordeal. Fresh City Farm should encourage online education in their consumers.
References
Fresh City Farm (2021) https://www.freshcityfarms.com/
Hatayama, Y. (2019). The Fair-Trade consumer as a citizen-consumer: civic virtue or alternative hedonism? Journal of Fair Trade , 1 (2), 32-39. https://doi.org/10.13169/jfairtrade.1.2.0032 .
Muro-Rodríguez, A. I., Pérez-Jiménez, I. R., Esteban-Dorado, A., & Martínez-Ruiz, M. P. (2021). Food Values, Satisfaction, and Loyalty: Some Evidence in Grocery Retailing Acquired during the COVID-19 Pandemic. Sustainability , 13 (7), 3908. https://doi.org/10.3390/su13073908 .
Schneider‐Kamp, A. (2021). Inclusion of the excluded: Consumers’ quest for hedonism in food consumption. International Journal of Consumer Studies , 45 (3), 320-334. https://doi.org/10.111/ijcs.12612 .
