Farmers’ markets connect growers to buyers
Research is showing that the benefits of farmers’ markets goes deeper than attracting tourists and they do a lot to build and strengthen community.
Stroll through the Creemore Farmers’ Market on a Saturday morning and you’ll see neighbours visiting, coffee in one hand, dirt bomb in the other, cloth bag bursting with fresh greens. It is part of a farmers’ market network that is proving to be good for community and business because you’ll also see consumers chatting directly with the people who grow the food they are buying.
The Greenbelt Farmers’ Market Network 2015 research report (December 2015) surveyed market managers and 108 market vendors at 30 markets in and around the Greenbelt in summer 2015 and found that overall, markets appear to be growing stronger as a destination for fresh local food.
Farmers and shoppers have developed bonds of trust, says the research. Farmers have found that market shoppers want what they produce and shoppers trust this source for quality, local food.
Another benefit is that markets are contributing to strengthening and growing the local food system by connecting farmers to chefs, food service, caterers, local retailers, small scale processors, and other buyers.
The study found that markets appear to be growing stronger as a destination for fresh local food, and demand for fresh vegetables continues to climb and retains the top spot far ahead of other categories growers bring to market, including fruit, cut flowers and meat, and;
• 29 per cent of farm vendors report a greater share of revenues from market sales compared to their overall farm business sales;
• On average, 40 per cent of land on a farm is dedicated to growing produce for markets
• 63 per cent of farm vendors report that markets help them connect with other buyers, compared to 53 per cent in 2009;
• 21 per cent of meat vendors now sell dark meat, compared to 8 per cent in 2015 reflecting a growing interest in buying natural meats;
• Farmers are deriving more of their business income from markets. Farmers have learned that markets can be secure and predictable sales channels;
• The role of markets as a hub to access other sales channels is growing;
• The evidence that local food sales are prompting farmers to grow new varieties and increase acreage for market production;
• The farmer sector is expanding with the development of new, small-scale farms geared to growing produce for the local market;
• Farmers are responding to the increased demand for local food by expanding sales channels to include farmgate/farm stands and CSA (Community Supported Agriculture) sales/distribution;
• Most farmers believe that the demand for local food is on the rise.
