BC Farmers’ Market Trail 2025 Marketing Campaign

2025 Marketing Campaign Activities: 

• Back and Better Than Ever: The 2025 BC Farmers’ Market Tasting Passport App – After an exciting debut in 2024, we’re thrilled to announce the return of the BC Farmers’ Market Trail Tasting Passport—now with an upgraded, improved app experience. With support from Destination BC and in collaboration with partners across the province, the 2025 Tasting Passport app is designed to encourage tourists and residents to “taste and do” across BC, with opportunities to check in at farmers’ markets and other fun tourist locations, challenge friends, and earn rewards.

• Media relations: With the support of The Social Agency, our PR team, our goal is to promote the BC Farmers’ Market Trail and drive visitors to farmers’ markets through range of media channels including TV, radio, print, digital and podcasts.

• Storytelling: We’re investing in featuring unique farm and food vendors selling at BC farmers’ markets through promotion in our newsletters and on our social media channels, as well as dedicated blog content on our BC Farmers’ Market Trail website, which will feature market itineraries to inspire, and vendor success stories. Want to share you story? Reach out! Send your high res photos and your unique business story – plus the market people can find you at – to info@bcfarmersmarket.org
• Join Our Challenge: Our 2025 BC Farmers’ Market Summer Challenge is live in the Tasting Passport App, encouraging users to
  • Shop Local
  • Plan a Visit
  • Go Green
  • Explore BC
  • Stay Connected

• Digital Advertising: Targeted digital advertising across the province promoting our Passport Tours and the BC Farmers’ Market Trail Tasting Passport App. This includes
  • Creating a 30 second PSA television commercial
  • Posting digital ads on more Canadian content like Post Media and Glacier Ads
  • Developing 3 videos to share on camping, sustainable transport & Indigenous stories
  • Paid social media to boost engagement, followers and audience reach on Facebook and Instagram, driving traffic to the regional contest page on BC Farmers’ Market Trail, as well as promoting regional markets.
  • Social media strategy: Organic content and coordination on key socials platforms including Facebook, Instagram, and YouTube, as well as influencer collaborations to amplify markets during the summer season.

• Print Advertising:
  • Rack cards promoting the BC Farmers’ Market Trail are being shipped to tourism visitors centres across the province
  • Rack cards are being placed on BC Ferries
  • Transit Ads are running across the province
• Ongoing Website Development and Updates: Extensive development updates to the BC Farmers’ Market Trail website to refresh the home page and key landing pages to increase dynamic functionality and content.
• Collaborations with Industry partners:
• • Deepen existing cross-promotions and collaboration with partners including, Camping RV BC, Evo Car Share, The BC Ale Trail, Ahoy BC, Wine BC and more, through targeted cross-promotions of FM Trail website.

The BC Farmers’ Market Trail will continue to grow and serve as a hub for agri-tourism in BC, celebrating the diverse people who quite literally ‘Grow, Make, Bake BC’ on the ground in every corner of the province. We’re thrilled to be able to continue to invest in the BC Farmers’ Market Trail so that we can continue to drive footfall to member markets, increase vendor sales and strengthen the visibility of BC farm and food products.