Current Issue: Oct 2012

President's Report: Jon Bell

The farm season comes to an end with the shortening days, so we can look forward to time off from selling at farmers markets. Some of us, that is, but for many others the winter markets continue as well as the approaching Christmas markets. For the Board members of the BCAFM, it is the time for us turn our attention to some important activities and work for all the market members in BC. Our Executive Director, Elizabeth Quinn, and a Board member will once again come before the BC Provincial Select Standing Committee on Finance to encourage our BC politicians to support us. Our appearance at this committee in the previous two years has resulted in programs like the Nutrition Coupon Program being funded. Other activities will include attending the BC Minister of Agriculture's Advisory Committee meetings to set the directions for the funding of initiatives for farmers in BC. We as an association are very fortunate now to be included in these consultations that influence funding decisions which have a direct impact on BCAFM and farmers, both large and small scale.

I have been very pleased with the response to the Nutrition Coupon program at my own local market and also with the level of participation at the provincial level. At my local market, we have had a number of new customers who have been drawn to the market by the coupons. They unanimously agree that the program has been great for them, encouraging them to buy new food items, and at the same time making them feel welcome and comfortable about coming to a Farmers' Market.

This fall we will be working to prepare for next spring's AGM, as well as to complete a number of new initiatives. One of the most exciting initiatives, and one which should be extremely useful for our members, is a survey of prices. We all struggle with what to charge our customers for our products … just how much is your time worth? The association has been looking at prices in supermarkets versus farmers' markets, and the truth is out! Our prices are often the same or even lower than those in the big stores. How can we put a value on the personal service that we also provide? Now we need this survey data to reach potential new customers and encourage them to come to their local markets in the 2013 season.

All the best to you and your families, markets and vendors,

— Jon

Photo (above) - Jon Bell, President BCAFM
president@bcfarmersmarket.org
www.bcfarmersmarket.org

Executive Director's Report

Funding for Local Food Promotion and the Price of Food at Farmers' Markets

Elizabeth Quinn On August 30th the BC government unveiled their plan to support local food marketing campaigns with matching funding of up to $2 million. Farmers' Market Societies may be eligible to apply for this matching funding to promote Buying Local at their farmers' market.

Investment Agriculture Foundation will be administering the funding and application process, the details of which are still being determined, and once we know more, we will let you know. If you are interested in applying you may want to consider partnering with other farmers' markets in your area to develop a collaborative marketing effort.

As you know farmers' markets have received a lot of attention and public support in the last couple of years and despite our great public appeal and high profile, I often consider how we could better reach the mainstream, the average shopper. A common critique that I hear about farmers' markets, which has also popped up in the media recently, is that they are too expensive. This notion hinders markets' abilities to grow, and I believe it's time to bring some light to the issue.

Earlier this year, during the launch of the Farmers' Market Nutrition and Coupon program (FMNCP) two interviewers at CBC radio commented that farmers' market prices are expensive, “how could this be good for low income families?” they asked. We've heard similar criticism from nutritionists working in food security and from local politicians. This all being said, if we are aiming to reach more farmers' market customers we are going to have to overcome the impression that farmers' markets are more expensive than other food outlets.

This criticism has been an impetus for the BCAFM to embark on our own research about the cost of food at farmers' markets. During his site visits to communities around the province, Peter Leblanc, the FMNCP Program Manager, has been collecting data on food prices at farmers' markets and grocery stores. The preliminary findings in 10 BC communities indicate that conventional and organic products at the farmers' market are generally the same price or less than the same BC grown product at the grocery store. These results show that farmers' markets offer competitive prices for conventional and organic locally grown produce.

Through this process I've learned that food retailers charge different prices depending on the neighbourhood they're located in, and farmers do the same thing at markets. Eggplants at one BC farmers' market sold for $5 per pound and at another for $2 per pound. Both eggplants were grown conventionally. “The farmer was selling at the lower price because his Italian customers would never allow him to charge any more,” said Peter. He also said, “the magic at the market is that some farmers round the cost of food in favour of the customer.” This would never happen at a grocery store.

The message is clear — when we compare apples to apples (local to local) farmers' market prices are not more expensive, products at the farmers' market are generally the same price or less than the same BC grown product at the grocery store. We're confident in the preliminary findings of our research and are looking into further opportunities to conduct research on this topic. We will keep you up to date on what we find. And in the mean time, share this message with your board, vendors and customers and please contact us with any questions or comments.

Photo (above) -Elizabeth Quinn, BCAFM, Executive Director

Photo (below) - Former Minister of Agriculture, the Honourable Don McRae and Elizabeth Quinn Executive Director, BCAFM at the PNE

BC Farmers Are Changing People's Lives

By Peter LeBlanc, FMNCP Program Manager

As markets across the province are at their peak, the first year of BCAFM's Farmers' Market Nutrition Coupon Program is in full swing.

Over 1000 low-income families with young children, pregnant women and seniors have been purchasing local fresh fruits, vegetables, meats and cheese from BC farmers all across the province with weekly nutrition coupons.

There is immense satisfaction about the program from all sides. Farmers and market managers are expressing that the market environment has become more inclusive and that new shoppers are attending. They appreciate providing healthy local food to those that otherwise might not be able to afford it.

For many of the participants, shopping at the market is a new experience. However, with the supports they get at the market and from their community group, their market experience is described as enjoyable and crucially important in providing them with fresh nutritious food.

Here is some feedback from Program Participants:

“One pregnant client mentioned [she] was able to get the dark leafy greens that the nutritionist had recommended [which were] sometimes hard to find at the grocery store. [Another] mentioned [she] would use this week's coupons to buy fruit and vegetables for her child's birthday party.”

“One senior [in the] program has cancer. He came in crying after using his [coupons the] first week. Having access to additional fresh produce helps him feel so much better (he needs it for optimal health). He is very grateful for the program.”

“We had a wonderful crowd of people of different ages and backgrounds participating in the pressure canning workshop. [They now] feel much less intimidated about pressure canning and are looking forward to future workshops about pressure-canning convenience foods.”

“A [participant] commented on how she doesn't normally buy fruit for her teenage kids. She finds it too expensive and thought her kids would rather eat food from a package. We are happy to report that after visiting the market and buying fruit, her kids are loving it and eating it all up!”

Funding for the BC Farmers' Market Nutrition Coupon Program is provided by Healthy Families BC, an initiative of the Province of British Columbia.

Photo (below) - Sechelt Farmers' Market. Left to right: Jon Bell, Sechelt farmer and BCAFM President, Peter Leblanc, FMNCP Manager, Walter Webster, Sechelt President. Front: Roberta Wright, Sechelt Market Manager. Back row: Alain Berjerone, Sechelt Treasurer.

The 3rd Annual Farmers' Appreciation Week

Farmers' Appreciation Week is growing and this year our celebration was successful in raising the profile of farmers and farming in BC.

The number of markets celebrating has increased every year, with over 35 markets throughout BC showing their appreciation for farmers this year, from September 8th to 15th. Thanks to all those who were able to celebrate with us.

This year our goal was to generate media coverage for farmers and farmers' markets throughout the week and we are pleased to report that Honourable Norm Letnick, BC's new Minister of Agriculture wrote an amazing editorial in honour of Farmers Appreciation Week, Farmers are the heart of B.C. food production. Media from across the province picked up the piece.

Finance Minister Mike de Jong praised farmers at Abbotsford's appreciation event. He spoke from the heart and told the crowd that he's lived on the same farm for 40 years. We are thrilled at the level of interest Farmers' Appreciation Week has received from BC MLAs this year.

The BCAFM contributed our press release; provided T-shirts and tattoos to markets that requested them; attended events in Abbotsford, Ambleside and Ladner; promoted BC farmers' markets and Farmers Appreciation Week at the PNE in the weeks leading up to the event; and Kaleen McNamara, a new staff member at the BCAFM, contributed an op-ed on the prices of fruit and vegetables at farmers' markets compared to grocery stores.

With the help of markets sending out their own press releases Farmers Appreciation Week appeared in media outlets in a dozen communities across BC. It received over 50 Tweets, numerous Facebook posts, and was mentioned on the websites of numerous organizations including the Investment Agriculture Foundation, BC Agriculture Council, BC Food Security Network, Agri Digest online, Smart Farm BC, BC Fruit Growers, and BC Food Systems Network.

The momentum is building and we are already looking forward to celebrating on an even larger scale the same time next year (Sept 8th–15th). If you make a note in your calendars now you will be able to include it in your planning for next year!

Photo (top) - The Ladner Village Market Team in their Farmers Appreciation Week t-shirts, 2012

Photo (bottom) - Honourable Mike de Jong, BC's new Minister of Finance (former Minister of Health) speaking at the Abbotsford Farmers' Market, Farmers' Appreciation Week event

The Economic and Social Benefits of Farmers' Markets Project: Farmers' Markets as Places of Exchange

The Economic and Social Benefits of Farmers' Markets Project:
Farmers' Markets as Places of Exchange

by Jenica Frisque, BCAFM Research Associate

As Farmers Appreciation Week officially comes to an end, I am reminded that every week should be farmer appreciation week! This summer I have been part of a research team that sought to understand and illustrate the social and economic benefits of farmers' market across BC. This BCAFM study sent four researchers, based out of four regions, traveling to different farmers' markets asking customers about their spending habits, food preferences and simply why they come out to the farmers' market. Most visitors were happy to participate in the interactive study. Market visitors across the province expressed how much they love their local market because of the fresh produce, the community feeling and especially because of the opportunity to meet the “makers”. By makers I mean the hard working farmers, food vendors, creative crafters, artists and musicians who work tirelessly to weave the fabric of the community with their tomatoes, tacos, talents and tunes.

They say you can tell a lot about a town from its library, but I'd bet that you can tell more about a town from its farmers' market. Some markets are focused on issues of environmental justice and food security, while others seem to focus on attracting tourists; some markets attract predominantly young families with dogs, while others attract many seniors and do not allow dogs. Simply put, big or small, young crowd or old, the farmers' markets across BC are dynamic places of exchange.

They play an important role in fostering the diversity of our province's ecosystems, food cultures and community life. From Smithers to Squamish, Creston to Courtenay, farmers' markets are thriving and supporting local economies in an important way. The province-wide results of the Benefits Study will be out this autumn, but before the numbers are out, I reflect on the people: the dedicated market managers, vendors, volunteers, regular visitors, community partners and families that make the farmers' markets (and who made our study this summer) possible. Thank you to all the markets who participated in the study! Stay tuned for the provincial report.

Photo (below) - The Economic and Social Benefits Project in action at the Kamloops Market

Join the BCAFM's Farmers' Market Forum

Have you heard about Google Groups? They function like other email list serves so that groups of people can easily communicate about a common topic.

The BCAFM has created a group for Market Managers, Organizers, and Board Members to share information and ask each other questions. Our aim is to provide you with a useful forum for communication to gain insight from the wider Farmers' Market Community.

Discussion topics can be anything market related and could range from the use of the word "organic" at farmers' markets, to enforcement of meat regulations in BC, or collective marketing opportunities.

Here's the best part — it's easy to use!

To reach group members simply address any regular email to BCAFM@googlegroups.com
Your email will be added automatically to the Google Group when you become a member with the BCAFM
To receive messages join the group by accepting the invitation sent to your email address
Reply to messages just as you would a regular email

To join the group:

You will receive an email entitled Google Groups Invitation: BCAFM Market Manager Forum

It will contain a link to accept the invitation and join the group
Click Join Group, select how you would like to be updated on conversations (after every message, once a day, weekly, after 25 new messages, etc.), and click join this group one last time.
Or you can join with another email address at: https://groups.google.com/forum/?hl=en&fromgroups#!forum/bcafm

If you do not already have a Google account it will ask you to enter your current email address and a password — that's it.

Once you are a member you can get to the group's page at this address https://groups.google.com/forum/?hl=en&fromgroups#!forum/bcafm

Click on New Topic to start a new conversation, or review current conversations and join in.

Supporting farmers at the market doesn't cost more

By Kaleen McNamara, BCAFM Staff

This summer, the launch of the Farmers' Market Coupon Program garnered a great deal of positive media coverage, but some concerns were raised about the cost of buying nutritious foods from farmers' markets and the relative quantity of food available for $15 a week at a grocery store.

This criticism prompted the BCAFM staff to do some further investigation on this hot topic. There have been studies in Vermont, Washington State and Iowa on the prices of farmers' markets compared to grocery stores, but no such study has ever been done in BC.

US studies indicate that conventional produce is generally the same price at farmers' markets and grocery stores and organic product prices are significantly lower at farmers' markets.

The preliminary findings of our research in ten BC communities indicate that conventional and organic products at the farmers' market are the same price or less than the grocery store. Products were compared at 3 major grocery chains and the majority had very few BC products on their shelves despite being in the middle of BC's prime agricultural season. Only one BC owned chain, Save-on-Foods carried a decent selection of BC product. Farmers' markets often have more organic selection and this can make them seem expensive, but the price of equivalent products is generally the same, or less than in grocery stores.

Photo (below) - Port Alberni Farmers' Market

organic produce

BCAFM Conference 2013 — Save the Date! March 2nd & 3rd in Kamloops

BCAFM Conference 2013 — Save the Date!
March 2nd & 3rd in Kamloops

Email your workshop and speaker suggestions to info@bcfarmersmarket.org.

MarketSafe Bursaries Available for Member Vendors

One hundred bursaries of $50 each are available to encourage vendors at BCAFM member markets to attend MarketSafe workshops. Bursaries are available until April 15th, 2013 or until they run out. We'll be sending out an email with more information soon.

BC Government announces $2 million in funding for a "Buy Local" campaign

Good news for local food producers was released in the final week of August. On Thursday August 30th, the BC Government announced $2 millions in funding to allow local businesses and organizations to launch or expand their own local food marketing campaigns.

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