BC Association of Farmers' markets
Supporting BC farmers and sustaining our local food supply means ensuring we have land to farm and fresh food to eat. It's a way to nurture the places we live and visit.

Strengthening Farmers' Markets Workshops

Strengthening Farmers' Markets Workshops

Market Management Certificate Program
October 18, 2016 - March 21, 2017

The purpose of the Market Management Certificate program is to assist and provide direct support to farmers’ markets in order for them to:
  • Understand market management best practices
  • Grow markets more sustainably
  • Develop a pool of revenue-creation ideas for markets
  • Keep agricultural land in production
  • Inspire and motivate you in your work
  • Feel better supported and connected with each other
  • Achieve your market's goals
The web-based Market Management Certificate Program as a whole is centered on strategic business planning and is designed to provide training and assistance with market development. This will be achieved through a combination of online webinars, and group call-in discussions.  The program is premised on the need to provide not only information and training opportunities, but also on-going support to help put the information into practice.

Intended Audience:

Market managers, coordinators, board members, and key volunteers.

Program Dates and Topics

Webinars 1 & 2: Market Management Best Practices
  • Part 1: Tues. Oct. 18, 2016 @ 12-1:30pm
  • Part 2: Tues. Oct. 25, 2016 @ 12-1:30pm
  • Group Discussion: Tues. Nov. 1, 2016 @ 6-7pm
Webinars 3 & 4: Vendorship Series
  • Part 1: Tues. Nov. 15, 2016 @ 12-1:30pm
  • Part 2: Tues. Nov. 22, 2016 @ 12-1:30pm
  • Group Discussion: Tues. Dec. 6, 2016 @ 6-7pm
Webinars 5 & 6: Financial Sustainability, Fundraising, and Revenue Streams
  • Part 1: Tues. Jan. 10, 2017 @ 12-1:30pm
  • Part 2: Tues. Jan. 17, 2017 @ 12-1:30pm
  • Group Discussion: Tues. Jan. 24, 2017 @ 6-7pm
Webinars 7 & 8: Marketing Outreach
  • Part 1: Tues. Feb. 7, 2017 @ 12-1:30pm
  • Part 2: Tues. Feb. 14, 2017 @ 12-1:30pm
  • Group Discussion: Tues. Feb. 21, 2017 @ 6-7pm
Webinars 9 & 10: Skills of Great Managers & Leaders
  • Part 1: Tues. March 7, 2017 @ 12-1:30pm
  • Part 2: Tues. March 14, 2017 @ 12-1:30pm
  • Group Discussion: Tues. March 21, 2017 @ 6-7pm


Michelle Wolf is from Kamloops, B.C. and obtained her undergraduate degree from the University of Victoria. She now resides in Nova Scotia and is widely recognized as one of Canada's leading farmers' market experts. She is the lead facilitator and program developer for the incredibly successful farmers' market vendor and management training programs offered since 2011 throughout Nova Scotia and is the Director of Training for Farmers' Markets of Nova Scotia. She is a former award-winning farmers' market manager, was an 18-year veteran farmers' market vendor, sat on the founding board of Farmers' Markets Canada, is a former president of Seeds of Diversity Canada, and teaches and trains across Canada at workshops, conferences, and events. Michelle has a background in board governance, community development, and adult education, and she is a trained workplace education consultant for Nova Scotia's Department of Labour and Advanced Education. Michelle continues to return to B.C. frequently because of her deep family ties and long-standing community connections, so she is also proudly "one of our own."


  • Full program:
    • Single attendee: $200
    • Group rate (2+ attendee from the same market): $165 per person
    • Includes: 10 webinars, 5 group discussions, access to recorded webinars, learning materials and resources
  • Individual webinars: $30 each
    • Includes: one webinar plus group discussion, access to the recorded webinar, learning materials and resources
Note: After registering, you will receive a unique link to attend the webinar 1-2 days before each webinar session.

Participation Requirement:

A participant will be awarded a certificate based on attendance of at least 8 of the 10 webinars. Attendance is based on either participating in the live webinars or viewing the recorded webinar by a specific date. We kindly ask that you do not share the video links.

Cancellation Policy:

A minimum of 72 hours notice is required for a full refund (minus a 2% processing fee) and minus a $10 administrative fee. Those registered for the full certificate program must cancel 72 hours before Webinar 1.  Those registered for individual webinars must cancel 72 hours prior to their selected webinar date.

What Past Participants Have to Say:

  • "I found the webinars very helpful. I feel like I approach my work with more understanding and thoughtfulness of the "big picture" working within a market."
  • "I really engaged with the webinars' content and feel very empowered as a newer market manager to have a solid base to work from."
  • "I learned a lot. Sharing best practices with others is very valuable."
  • "Thank you for giving us this opportunity to gain all the valuable information that has been compiled over the years in a few months. Amazing course and teacher."
  • "I appreciate the ability to share ideas with the group, I find it extremely important to know how other markets operate and be able to incorporate a mixture of ideas that would works for our market. I found Michelle to be an engaging facilitator."
  • "We have used some of the tactics suggested in a few areas of our organization, specifically the planning and evaluation tools. The supplemental information and examples is very helpful."

Thank you to our project funder:

Strengthening Farmers' Market webinars and workshops are funded in part by Vancity.