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PurposeMarketplaces have been central to civilization, as they foster trade and social life. Marketplaces are built environment (BE) interventions which, when looked at through a historical lens, reflect inequalities and subsequent deployment by people of color (POC). While the resurgence of farmers' markets is a positive stride towards food justice over the past three decades, studies show that the disparities of class inequality and geographic constraints are key limitations to access for vulnerable populations. The fundamental question of this paper is, how can farmers' markets use data to strategize and plan in ways that better serve their communities and give them more control?Design/methodology/approachThis paper brings together applied methods in marketplace research and spatial analytical processes geographic information systems (GISs) to inform the research questions through an intersectional model of analysis. Data analysis merges local data collected from the market organization using the Farm 2 Facts toolkit and publicly available data to conduct geospatial analysis of the markets and their surrounding context. Two case studies are explored in Cotati, CA, and Brownsville, TX.FindingsDespite the similarities and nuances of the two case studies, the data show that both markets serve a narrow pool of customers extended a couple of miles from the market. (1) The markets are not serving communities with the most need. (2) Farmers' markets need to increase affiliation with POC. (3) Farmers' market locations can impact control over one's environment.Originality/valueThe research builds of Nussbaum's capabilities model and explores three capabilities that are in line with what markets (1) bodily health, (2) affiliation and perhaps most significantly (3) control over one's own environment. Farmers' market location can impact control over one's environment.

Local markets have been a special setting throughout human history. Apart from their important social role, they had immeasurable economic importance as primary forms of exchange of goods (trade). Nonetheless, they experienced numerous transformational changes that affected their functioning. Like other countries, Serbia has a long tradition of market activity. However, several novelties have been introduced in recent years. Among many, the process of e-fiscalization is the main issue. Therefore, the focus of our research is based on a qualitative analysis of online media content (news and comments) related to the fiscalization of market activity. The attitudes of different categories of participants (state authorities, vendors, and customers) were analyzed. LIGRE open-access software was used for this purpose. The results of the analysis showed conflicting parties. Legislators emphasize the exclusive positive effects, while vendors point to the negative side of fiscalization. As a third party, customers (service users) have an undefined attitude in relation to fiscalization (pros/cons/neutral). There is an agreement to introduce market activity into legal flows. However, the key prerequisite is the prior resolution of a number of problems (working conditions, business costs, market monopoly, etc.).