Maybe I wasn't clear, but my point of view is that efficiency is — rightly — not an important feature of farmers markets (at least to me or people I know), so I

Maybe I wasn't clear, but my point of view is that efficiency is — rightly — not an important feature of farmers markets (at least to me or people I know), so I'm put off by this paper that is trying to somehow optimize them using POS data. The argument is that this way of looking at farmers markets seems to miss why people patronize them, which is closer to the points you bring up and much less about efficiency. Though as others point out there are probably cases where the FM is more or less efficient than a supermarket, or more well-stocked, my point still stands that the paper feels like it's aiming at something most people aren't asking for.