The third wave of Indonesia’s food market: Practices at small community markets in Yogyakarta


  • Dodi Widiyanto Nagoya University



Community Markets, Farmers' Markets, Food and Health, Indonesia, Market Practices


There is growing awareness among people living in developing countries of the importance of healthy lifestyles. Farmers’ markets (FMs) are a rather new type of market in Indonesia, succeeding traditional and modern markets. They began to appear in 2006 in Bali and were established in Yogyakarta in the early 2010s. This article contributes to limited research in this area by presenting a qualitative analysis of market participants with three main aims: to explore the meanings of local and healthy food from the vendors’/managers’ perspective, to identify the vendors’/managers’ motives for using FMs, and to examine the mechanisms underpinning the performance of FMs. I found no consensus regarding the meanings of local and healthy food. Instead, market participants have a geographically wide concept of ‘local’ that includes perceived high-quality (and healthy) raw materials from all over the Indonesian Archipelago. To assure the quality of food from such distant sources, formal and informal market mechanisms are used in Greater Yogyakarta FMs, as evidenced by the unique practices designed by the markets’ vendors and managers.

Author Biography

Dodi Widiyanto, Nagoya University

Dodi Widiyanto is a PhD student in geography at the Department of Social and Human Environment at the Graduate School of Environmental Studies, Nagoya University, Japan. He is an assistant professor at the Faculty of Geography, Universitas Gadjah Mada, Indonesia. His research interests are geography of food, regional development, society and space, and behavioral geography. 


Badan Pusat Statistik Provinsi Daerah Istimewa Yogyakarta [BPS DIY]. (2018). Provinsi Daerah Istimewa Yogyakarta dalam angka [Daerah Istimewa Yogyakarta in figures]. Yogyakarta: Badan Pusat Statistik Propinsi D.I. Yogyakarta.

Barbera, F., & Dagnes, J. (2016). Building alternatives from the bottom-up: The case of alternative food networks. Agriculture and Agricultural Science Procedia, 8, 324-331.

Basil, M. (2012). A history of farmers’ markets in Canada. Journal of Historical Research in Marketing, 4(3), 387-407.

Bernard, H. R. (2006). Research methods in anthropology: Qualitative and quantitative approaches. Lanham: Rowman & Littlefield Publishers.

Bernard, H. R., Wutich, A., & Ryan, G. W. (2017). Analyzing qualitative data: Systematic approaches. Thousand Oaks, CA: SAGE.

Block, F. (1990). Postindustrial possibilities: A critique of economic discourse. Berkeley: University of California Press.

Block, F. (2001). Introduction. In K. Polanyi, The great transformation: The political and economic origins of our time (pp. xviii-xxxviii). Boston: Beacon Press.

Bloom, J. D., & Hinrichs, C. C. (2011). Informal and formal mechanisms of coordination in hybrid food value chains. Journal of Agriculture, Food Systems, and Community Development, 1(4), 143-156.

Bosco, F. J., & Joassart-Marcelli, P. (2018). Spaces of alternative food: Urban agriculture, community gar¬dens, and farmers’ markets. In P. Joassart-Marcelli & F. J. Bosco (Eds.), Food & place: A critical exploration (pp. 187-205). London: Rowman & Littlefield.

Chang, T. C., & Lim, S. Y. (2004). Geographical imaginations of ‘new Asia-Singapore’. Geografiska Annaler. Series B, Human Geography, 86(3), 165-185.

Cheng, E. S. K. (2016). Return migrants, mini-tours and rural regeneration: A study of local food movement in Taiwan. Asia Pacific Viewpoint, 57(3), 338-350.

Chiffoleau, Y. (2009). From politics to co-operation: The dynamics of embeddedness in alternative food supply chains. Sociologia Ruralis, 49(3), 218-235.

Chowdury, S. K., Gulati, A., & Gumbira-Sa’id, E. (2005). The rise of supermarkets and vertical relationships in the Indonesian food value chain: Causes and consequences. Asian Journal of Agriculture and Development, 2(1&2), 39-48.

Classens, M. (2015). Food, space and the city: Theorizing the free spaces of foodshare's good food markets. Canadian Journal of Urban Research, 24(1), 44-61.

Connell, D. J., Smithers, J., & Joseph, A. (2008). Farmers’ markets and the “good food” value chain: A preli¬minary study. Local Environment, 13(3), 169-185.

Constance, D. H., Friedland, W. H., Renard, M.-C., & Rivera-Ferre, M. G. (2014). The discourse on alter¬native agrifood movements. In D. H. Constance, M.-C. Renard, & M. G. Rivera-Ferre (Eds.), Alternative agrifood movements: Patterns of convergence and divergence (pp. 3-46). Bingley, UK: Emerald.

Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of fraud. The Journal of Law & Economics, 16(1), 67-88.

De Jong, B., Worsley, A., Wang, W. C., Sarmugam, R., Pham, Q., Februhartanty, J., & Ridley, S. (2017). Personal values, marketing attitudes and nutrition trust are associated with patronage of convenience food out¬lets in the Asia-Pacific region: A cross-sectional study. Journal of Health, Population and Nutrition, 36(1), 6.

Dwiartama, A., Tresnadi, C., Furqon, A., & Pratama, M. F. (2017). From initiative to movement: The growth and evolution of local food networks in Bandung, Indonesia. Asian Journal of Social Science Studies, 2(4), 91-98.

Dyck, J., Woolverton, A. E., & Rangkuti, F. Y. (2012). Indonesia’s modern retail sector: Interaction with chan¬ging food consumption and trade patterns. Washington, DC: USDA.

Ehlert, J., & Voßemer, C. (2015). Food sovereignty and conceptualization of agency: A methodological dis¬cussion. Austrian Journal of South-East Asian Studies, 8(1), 7-26.

Engelseth, P. (2016). Developing exchange in short local foods supply chains. International Journal on Food System Dynamics, 7(3), 229-242.

Eriksen, S. N. (2013). Defining local food: Constructing a new taxonomy – three domains of proximity. Acta Agriculturae Scandinavica: Section B, Soil & Plant Science, 63, 47-55.

Feagan, R., Morris, D., & Krug, K. (2004). Niagara region farmers’ markets: Local food systems and sustai¬nability considerations. Local Environment, 9(3), 235-254.

Galt, R. E. (2013). The moral economy is a double-edged sword: Explaining farmers’ earnings and self-exploitation in community-supported agriculture. Economic Geography, 89(4), 341-365.

Giampietri, E., Finco, A., & Giudice, T. D. (2016). Exploring consumers’ behaviour towards short food supply chains. British Food Journal, 118(3), 618-631.

Gillespie, G., Hilchey, D. L., Hinrichs, C. C., & Feenstra, G. (2007). Farmers’ markets as keystones in rebuilding local and regional food systems. In C. C. Hinrichs & T. A. Lyson (Eds.), Remaking the North American food system: Strategies for sustainability (pp. 65-83). London: University of Nebraska Press.

Granovetter, M. (1985). Economic action and social structure: The problem of embeddedness. American Journal of Sociology, 91(3), 481-510.

Granvik, M., Joosse, S., Hunt, A., & Hallberg, I. (2017). Confusion and misunderstanding. Interpretations and definitions of local food. Sustainability, 9(11), 1981.

Gupta, C., & Makov, T. (2017). How global is my local milk? Evaluating the first-order inputs of “local” milk in Hawai’i. Agriculture and Human Values, 34(3), 619-630.

Hammer, B. A., Vallianatos, H., Nykiforuk, C. I. J., & Nieuwendyk, L. M. (2015). Perceptions of healthy ea¬ting in four Alberta communities: A photovoice project. Agriculture and Human Values, 32(4), 649-662.

Hampton, M. P. (2003). Entry points for local tourism in developing countries: Evidence from Yogyakarta, Indonesia. Geografiska Annaler: Series B, Human Geography, 85(2), 85-101.

Handayani, S. A. (2014). Pemasaran produk hortikultura melalui pasar tani. Retrieved from http://cybex.

Heis, A. (2015). The alternative agriculture network Isan and its struggle for food sovereignty – a food regime perspective of agricultural relations of production in Northeast Thailand. Austrian Journal of South-East Asian Studies, 8(1), 67-86.

Hinrichs, C. C. (2000). Embeddedness and local food systems: Notes on two types of direct agricultural market. Journal of Rural Studies, 16(3), 295-303.

Hinrichs, C. C., Gillespie, G. W., & Feenstra, G. W. (2004). Social learning and innovation at retail farmers’ markets. Rural Sociology, 69(1), 31-58.

Ilbery, B., & Maye, D. (2005). Food supply chains and sustainability: Evidence from specialist food produ¬cers in the Scottish/English borders. Land Use Policy, 22(4), 331-344.

Indian flavours are my identity: Chef Ranveer Brar takes us on a nostalgic food ride. (2019, February 2). Free Press Journal. Retrieved from

Jung, M.-C., & Pearson, D. (2014). The current status and potential of local food in South Korea. Locale: The Australasian-Pacific Journal of Regional Food Studies, 4, 61-78.

Kimura, A. H., & Nishiyama, M. (2008). The chisan-chisho movement: Japanese local food movement and its challenges. Agriculture and Human Values, 25(1), 49-64.

Kirwan, J. (2006). The interpersonal world of direct marketing: Examining conventions of quality at UK farmers’ markets. Journal of Rural Studies, 22(3), 301-312.

Lokomotif gerakan membangun desa. (2017, October 7). Kompas, 9.

Le Heron, R. (2016). Rethinking the economic and social history of agriculture and food through the lens of food choice. In A. Murcott, W. Belasco, & P. Jackson (Eds.), The handbook of food research (pp. 50-68). London: Bloomsbury.

Legates, R., & Hudalah, D. (2014). Peri-urban planning for developing East-Asia: Learning from Chengdu, China and Yogyakarta/Kartamantul, Indonesia. Journal of Urban Affairs, 36(s1), 334-353.

Lehtinen, U. (2012). Sustainability and local food procurement: A case study of Finnish public catering. British Food Journal, 114(8), 1053-1071.

Lyson, T. A. (2004). Civic agriculture: Reconnecting farm, food, and community. Medford, MA: Tufts University Press.

Marston, S. A., Jones, J. P., & Woodward, K. (2005). Human geography without scale. Transactions of the Institute of British Geographers, 30(4), 416-432.

Migliore, G., Caracciolo, F., Lombardi, A., Schifani, G., & Cembalo, L. (2014). Farmers’ participation in civic agriculture: The effect of social embeddedness. Culture, Agriculture, Food and Environment, 36(2), 105-117.

Milestad, R., Bartel-Kratochvil, R., Leitner, H., & Axmann, P. (2010). Being close: The quality of social re¬lationships in a local organic cereal and bread network in Lower Austria. Journal of Rural Studies, 26(3), 228-240.

Mount, P., Hazen, S., Holmes, S., Fraser, E., Winson, A., Knezevic, I., . . . Landman, K. (2013). Barriers to the local food movement: Ontario’s community food projects and the capacity for convergence. Local Environment, 18(5), 592-605.

O’Neill, K. J. (2014). Situating the ‘alternative’ within the ‘conventional’. Local food experiences from the East Riding of Yorkshire, UK. Journal of Rural Studies, 35, 112-122.

Ostrom, M. (2006). Everyday meanings of “local food”: Views from home and field. Community Develop¬ment, 37(1), 65-78.

Pemerintah Provinsi Daerah Istimewa Yogyakarta. (2010). Peraturan Daerah Provinsi Daerah Istimewa Yogyakarta Nomor 2 Tahun 2010 Tentang Rencana Tata Ruang Wilayah Provinsi Daerah Istimewa Yogyakarta Tahun 2009-2029. Yogyakarta.

Penker, M. (2006). Mapping and measuring the ecological embeddedness of food supply chains. Geoforum, 37(3), 368-379.

Phillips, N., & Hardy, C. (2002). Discourse analysis: Investigating processes of social construction. Thousand Oaks, CA: Sage.

Polanyi, K. (1957/2001). The great transformation: The political and economic origins of our time. Boston: Beacon Press.

Printezis, I., & Grebitus, C. (2018). Marketing channels for local food. Ecological Economics, 152, 161-171.

Rahtz, D. R., & Sidik, I. G. (2006). Indonesia: Transition at a crossroads. In A. Pecotich & C. J. Schultz II (Eds.), Handbook of markets and economies: East Asia, Southeast Asia, Australia, New

Zealand (pp. 234-285). Armonk, NY: M.E. Sharpe.

Robinson, J. M., & Hartenfeld, J. A. (2007). The farmers’ market book: Growing food, cultivating community. Bloomington: Quarry Books.

Sadler, R. C. (2016). Strengthening the core, improving access: Bringing healthy food downtown via a far¬mers’ market move. Applied Geography, 67, 119-128.

Schmitt, E., Dominique, B., & Six, J. (2018). Assessing the degree of localness of food value chains. Agroeco¬logy and Sustainable Food Systems, 42(5), 573-598.

Shepherd, A. W., & Schalke, A. J. F. (1995). An assessment of the Indonesian horticultural market information service. Retrieved from

Spiller, K. (2012). It tastes better because … consumer understandings of UK farmers’ market food. Appetite, 59(1), 100-107.

Stephenson, G., Lev, L., & Brewer, L. (2008). ‘I’m getting desperate’: What we know about farmers’ markets that fail. Renewable Agriculture and Food Systems, 23(3), 188-199.

Suryadarma, D., Poesoro, A., Akhmadi, Budiyati, S., Rosfadhila, M., & Suryahadi, A. (2010). Traditional food traders in developing countries and competition from supermarkets: Evidence from Indonesia. Food Policy, 35(1), 79-86.

Taylor, P. J. (1982). A materialist framework for political geography. Transactions of the Institute of British Geographers, 7(1), 15-34.

Tchoukaleyska, R. (2013). Regulating the farmers’ market: Paysan expertise, quality production and local food. Geoforum, 45, 211-218.

Trupp, A. (2017). Migration, micro-business and tourism in Thailand: Highlanders in the city. London: Routledge.

Tumbuan, W. A., Kawet, L., & Shiratake, Y. (2006). Significance of traditional market and supermarket functions for local farmers and consumers: A case study on marketing of vegetables in Manado, North Sulawesi, Indonesia. Bulletin of the Faculty of Agriculture Saga University, 92, 79-94.

Ubud Organic Market. (n.d.). About the market. Retrieved from About-us

Voßemer, C., Ehlert, J., Proyer, M., & Guth, R. (2015). Editorial: Sovereignties of food: Political struggle and life-world encounters in Southeast Asia. Austrian Journal of South-East Asian Studies, 8(1), 1-6.

Yokoyama, S., & Sakurai, S. (2009). Social capital and the local food movement in Japan: The case of the Chiba Prefecture. Asian Journal of Agriculture and Development, 6(1), 29-48.

Youngs, J. (2003). Consumer direct initiatives in North West England farmers’ markets. British Food Journal, 105(8), 498-530.

Zudianto, H. (2010). Yogyakarta: Management of multiculturalism. Paper presented at the 3rd UCLG ASPAC Congress 2010 Hamamatsu, Hamamatsu, Japan. Retrieved from




How to Cite

Widiyanto, D. (2019). The third wave of Indonesia’s food market: Practices at small community markets in Yogyakarta. Advances in Southeast Asian Studies, 12(1), 49–67.



Current Research on Southeast Asia