BC Farmers’ Market Trail 2026 Marketing Campaign

With the summer farmers’ market season underway, our team has been busy developing our 2026 marketing and communications campaign to help promote our member farmers’ markets and vendors, with key objectives including:

  • Increase direct sales revenue generated at farmers’ markets and promote BC farmers’ markets as tourist destinations.
  • Increase the number of local and tourist shoppers to BC farmers’ markets, especially in rural regions and communities.
  • Elevate the brand equity of BC Farmers’ Markets.

We are so excited to share our 2026 campaign, Taste the World with BC Farmers’ Markets, a celebration of the global flavours found right here at BC farmers’ markets. From handmade empanadas to house-fermented kimchi, the world is at your local farmers’ market. This year we are deepening our Tasting Passport Tours program, expanding our transit advertising province-wide, and continuing to tell the stories of the unique farm and food vendors who make BC farmers’ markets so special.

The Story So Far…

We launched the BC Farmers’ Market Trail in 2018 as the ‘go to’ farmers’ market digital platform in BC where 145+ BCAFM member farmers’ markets are promoted, in all 10 regions and in 100+ diverse communities in which markets operate. As we expand our BCAFM communications team, our goal is to continue to invest in, and leverage, the BC Farmers’ Market Trail to anchor our exciting annual marketing and engagement activities.

The BC Farmers’ Market Trail receives ongoing funding support from BCAFM and the Destination BC Cooperative Marketing Program, along with numerous local and regional tourism and economic development partners.

2026 Marketing Campaign Activities

  • The 2026 Tasting Passport Tours: Building on the success of the 2024 and 2025 Tasting Passports, the 2026 program continues with curated regional Tasting Passport Tours across BC. Each tour features 5 to 7 farm and food friendly businesses and experiences hand-selected to showcase the best of their region. With support from Destination BC and partners across the province, the Tasting Passport Tours are designed to inspire tourists and residents to explore BC farmers’ markets as a true travel destination.
  • Taste The World Vendor Stories: This year we are shining a spotlight on the diverse global food traditions represented at BC farmers’ markets through our Taste The World vendor feature stories on the BC Farmers’ Market Trail blog. Each story celebrates a vendor whose roots and recipes bring a corner of the world to their farmers’ market. Want to share a vendor story? Send your high res photos and your unique business story, plus the market people can find you at, to info@bcfarmersmarket.org.
  • Media Relations: With the support of our PR team, our goal is to promote the BC Farmers’ Market Trail and drive visitors to farmers’ markets through a range of media channels including TV, radio, print, digital, and podcasts.
  • Digital Advertising: Targeted digital advertising across the province promoting our Tasting Passport Tours and the BC Farmers’ Market Trail. This includes:
    • A 30 second PSA television commercial
    • Digital ads placed with PostMedia, reaching audiences across their network of Canadian publications including campaigns on Spotify and Youtube
    • Paid social media to boost engagement, followers, and audience reach on Facebook and Instagram, driving traffic to the BC Farmers’ Market Trail
    • Organic content and coordination across Facebook, Instagram, and YouTube, as well as influencer collaborations to amplify markets during the summer season
  • Print and Transit Advertising
    • Rack cards promoting the BC Farmers’ Market Trail are being shipped to tourism visitor centres across the province
    • Rack cards are placed on BC Ferries
    • Transit ads, including exterior bus wraps, and transit shelter placements, are running province-wide across BC Transit and TransLink
  • Collaborations with Industry Partners: We are deepening cross-promotions and collaborations with partners including BC Ale Trail, Camping RV BC, Evo Car Share, Ahoy BC, Wine BC, and more, through targeted cross-promotions on the BC Farmers’ Market Trail website.
  • Ongoing Website Development and Updates: Continued development updates to the BC Farmers’ Market Trail website to refresh the home page and key landing pages, increase dynamic functionality, and keep content fresh all season long.

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.

 

What Your Market Can Do to Promote YOUR Farmers’ Market and Others

As a BCAFM member, your farmers’ market is promoted on the BC Farmers’ Market Trail website and on the BC Farmers’ Market Trail Tasting Passport. We need your help to promote your farmers’ market and others across the province.

Share your stories with us along with promoting BCAFM led campaigns, social media posts and website content with your networks and please use the dedicated hashtags, including our contest-specific hashtags!

  • #BCFarmersMarketTrail
  • #BCFarmersMarket
  • #exploreBC

BC FARMERS’ MARKET TRAIL TaSTING PASSPORT Hashtags:

  • #TastingPassportApp
  • #BCFarmersMarketApp
  • #FarmersMarketPassport
  • #Bcfarmersmarket
  • #Bcfarmersmarkettrail
  • #ExploreBC

 

Make use of our photo bank! We have thousands of high quality photos for you to use as needed.  

Access them here organized by region: PHOTOS BY REGION 

Don’t forget to credit our photos! Info on how to credit here: BCAFM Photo Usage Guidelines – Market Members 

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