Despite startups and the closure of brick and mortar stores across the country, there is one thing that often seems to remain consistent: local farmer’s markets. They have been a success story throughout Canada’s history. The oldest farmer’s market in North America is in Halifax, Nova Scotia. At the time, the area’s population was mostly soldiers, merchants and fishermen looking for produce. While the location has changed over the years and now its permanent location has an envious harborside spot, the Halifax Seaport Farmers’ Market still bustles and still provides its community with fresh produce and other goods. Today, there are about 250 vendors in total, with almost 20 selling produce.
Open year-round, the Hamilton Farmers’ Market celebrates its 180th birthday this year. This market, which opened in 1837 is managed by the City of Hamilton and boasts a prime downtown location, between the city’s shopping mall and the large public library building. There are about 60 vendors in all, selling local produce, meat, fish, poultry, eggs, deli, baked goods, flowers, specialty foods and artisanal items.
Personal connection
What drives the success of farmer’s markets? One on one connection as well as a cost benefit for the seller and the consumer. “People get to talk to the local farmer. I think people want to know where their food is coming from and to have that direct contact,” said Henriet DeBruin, secretary for Farmer’s Markets Ontario. “Farmers are picking and harvesting that day or the day before. It’s fresh product. They get to develop that relationship with the farmer.”
Not only is the grower on hand to answer any questions shoppers might have, they can also provide ideas on how to prepare or store the produce, plus DeBruin feels it’s a more personal way to connect with people and food rather than just merely going shopping for groceries.
Farmer’s markets everywhere are a way for farmers to get their produce marketed without worrying about trying to always secure contracts from retail. “A lot of big box stores might not buy local because of the quantities they require,” she explained. Plus, retail produce is priced more on a global marketplace compared to local markets where there’s more of an opportunity to be flexible with prices. “We are (competitive) it’s just that we cut out the middleman.”
Canada's production increase
Whether it is driven by demand for locally grown produce or not, Canada's production of vegetables has certainly increased over the years. Statistics Canada provides data since 1931 and acreage has increased from about 100,000 in 1931 to 270,000 acres (excl. greenhouses) today. Sweet corn, green peas and carrots are the leading crops. Ontario is the largest vegetable growing province in the country, followed by Quebec.
More than 332,000 acres of fruit is grown in Canada with British Columbia being the number one fruit and tree nut province. Blueberries, apples and grapes take up more than 80 percent of Canada’s fruit acreage. Other important fruit varieties are cherries, cranberries, strawberries, raspberries, peaches and pears.
Acreage of Canada's top 3 vegetable and fruit crops. Source: Census of Agriculture
Growers bypass Canada’s 150th in favor of local promotions
Did Canadian produce growers miss an opportunity to tap into Canada’s 150th anniversary to market their locally grown products? From May onwards, Canadian grocery stores stocked a sampling of products celebrating Canada’s big day on July 1st—from maple-shaped cookies and burgers to boxes of Fruit Loops supporting the 150th anniversary of Canadian Confederation. However when it comes to produce, nary a sticker or specially-produced package can be found. And while organizations such as the Ontario Fruit and Vegetable Growers’ Association reports it’s not aware of any promotions around the celebration, the lack of celebratory packaging or even point-of-sale marketing materials makes sense to people such as Linda Delli Santi with the Surrey, B.C.-based BC Greenhouse Growers Association.
“I don’t know for sure if anyone has any special labelling or branding on their products but my gut feeling is no,” says Delli Santi.
Timing counts
For greenhouse growers, she explains, like any producers, promotions make sense when large volumes of product are trying to be pushed. “And for July 1st, the timing is bad,” she says. “With greenhouses, we get a jump on the growing season so we’re swimming in product in May.”
That’s why instead the association continues to focus on its buy local initiatives such as the provincially-supported BC Greenhouse Veggie days, an initiative that runs after the two Canadian and U.S. long weekends at the end of May. Part of that initiative was opening the doors to greenhouses to conduct farm tours. "We worked around that date, rather than Canada’s 150th. Because from that marketing perspective, you want to have promotions when you have a lot of product to move. And after the May time frame is over, we’re back into regular volumes. So for us, it wasn’t a missed opportunity.”
For more information:
Henriet deBruin
Farmer’s Markets Ontario
Tel: 807-475-7545
Linda Delli Santi