Alternative Agricultural Markets in Alberta, 2012

 
 
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 In 2004, Alberta Agriculture and Rural Development established a baseline estimate of the value for farmers’ markets and farm retail and investigated their growth potential. The study was repeated in 2008 and 2012.
The 2012 study continued to explore the trend to purchase local food, “food grown or made in Alberta,” and its value represented at farmers’ markets and farm retail.

This study also established baselines for two other market channels:
    1) restaurants serving local food 
    2) community supported agriculture or community shared agriculture (CSA)/box programs

Highlights
  • $878 million combined market value for farmers' markets and farm retail

Alberta

Market Receipts*

(Millions)

Consumer Expenditure**

(Millions)

2012f1
2012
2008
2004
Cattle & Calves
3,338
Canola
3,105
Wheat
1,943
Farmers' Markets and Farm Retail Sales Combined
878
561
424
Dairy Products
521
Hogs
405
Poultry
252
Potatoes
174

Source:         *Agriculture and Agri-Food Canada Farm Income Forecast (2012-2013)
                         **Alternative Agricultural Markets in Alberta, 2012
          1 2012f = forecast

  • Market value for farmers' markets tripled since 2004, reaching $724 million in 2012
      • Almost 75% of Alberta households purchased food at farmers' markets.
      • Annual spending per household in 2012 for farmers' markets rose substantially to $671.
      • Average per visit spending at farmers' markets increased to $55.
      • Over 80% of farmers' market expenditures were made on food grown or made in Alberta.

  • Market value for farm retail in 2012 was $154 million
      • Almost 95% of total farm retail expenditures were made on food grown or made in Alberta.
      • Average per visit spending at farm retail remains steady at $115.
      • Only 35% of the population knew 'a lot' or 'something' about farm retail, making it an unrealized market opportunity.
  • Consumers spent $374 million at restaurants serving local food
      • Restaurants sourcing Alberta food earn a 46% price premium.
      • Almost 25% of Alberta households chose restaurants because they use Alberta ingredients.
      • 22% had heard of Dine Alberta.

  • Alberta households purchasing from community supported agriculture or community shared agriculture (CSA)/box programs spent an average of $564 annually
      • Of that, $364 was spent on food grown or made in Alberta.
      • Almost 50% of Alberta consumers are unfamiliar with CSA/box programs making this another opportunity for growth.

  • Local food growth trend remains strong
      • Almost 95% of Alberta households purchased food grown or made in Alberta in the last 12 months; 90% of those intend to buy the same or more local food in the next 12 months.
      • The top five influencers driving Alberta's farm families' decisions to buy food grown or made in Alberta were:
          1. Freshness
          2. Quality
          3. Taste
          4. Safety
          5. Support for Alberta farm families
For a copy of the Executive Summary, download the pdf. (215 kb)

For a complete copy of the report, download the pdf. (1206 kb)
 
 
 
 
For more information about the content of this document, contact Mimi Lee.
This document is maintained by Eileen Kotowich.
This information published to the web on April 25, 2013.
Last Reviewed/Revised on May 7, 2013.