Direct Marketing Statistics

 
 
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 Direct Marketing Statistics
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2016 Census of Agriculture

The 2016 Census of Agriculture introduced a new question on farms selling food directly to consumers for human consumption. The data available on CANSIM indicate 2,062 farms (5.1% of all farms) in Alberta reporting direct sales. Of the 2,062 farms, 96.3% sold unprocessed food products (such as fruits, vegetables, meat cuts, poultry, eggs, maple syrup, honey, etc.), and 9.6% sold value-added products (such as jellies, sausages, wine, cheese, etc.). Most of these farms (85.4%) sold their products at the farm gate, stands, kiosks or U-pick, while 20.6% sold at farmers’ markets and 5.8% through Community Supported Agriculture (CSA).

  • Farms in direct marketing were located throughout Alberta with a mix of both urban and rural areas (Figure 1).
  • Population per farm in direct marketing were relatively higher in Alberta compared to Ontario, Quebec and British Columbia (Table 1).
  • One in five direct marketing farms in Alberta is a large size farm with sales of $250,000 or more, 25.7% is in medium size and 54.1% is in small size with sales less than $50,000 (Table 2).
  • Direct marketing farms in Alberta have higher proportion in farm capital between $500,000 and $999,999 (Table 3).
  • Alberta has direct marketing farms in almost all farm types (Table 4). While beef cattle type farms represented the highest proportion of farms in direct marketing (Table 5), higher proportion of fruit and vegetable, poultry and egg, and beekeeping farms are using direct marketing (Table 6).
  • In Alberta, all farms reported direct marketing yielded higher average profitability (0.81) compared to farms did not sell directly to consumers (0.84). Direct marketing farms reported higher average profitability include those in beef cattle type (0.85 vs 0.91), other misc. animal production type (0.85 vs 0.88), dry pea and bean farming type (0.67 vs 0.73), potato farming type (0.72 vs 0.83) and other vegetable (except potato) and melon farm type (0.72 vs 0.86) (Table 7). The profitability ratios of some direct marketing farms were further improved if they were selling value-added products, selling through farmers’ markets or Community Supported Agriculture (Table 8).
  • In Alberta, almost 50% of all farm operators reported direct marketing are full time in farming (work 30 hours or more) that is about the same compared to the percentage of all full time farm operators (50.5%) in the province (Table 9).
  • In Alberta, farms reported direct marketing had higher percentage of female operators (37.6%) than the percentage of female operators of all farms (30.8%). Alberta had higher proportion of female farm operators than the national average (35.6%) of farms in direct marketing (Table 10).
  • In Alberta, young operators (age under 35) accounted for 9.1% of all operators reported direct marketing, compared to 8.5% of all operators in the province (Table 11).
  • In Alberta, farms reported direct marketing had a higher average of gross farm receipts to farm area at $442 per acre, compared to farms did not sell directly to consumers at $349 per acre (Table 12).
  • In Alberta, 3.1% of farms reported direct marketing are selling organic products (Table 13). The proportion of farms selling organic products through direct marketing in Alberta (15.1%) is lower than the national average (32.6%) (Table 14).
  • Out of 2,062 farms reported direct marketing in Alberta, 35% were new entrants (those did not report in the Census 2011). Beef cattle type farms represented the highest proportion of new entrants reported direct marketing, followed by apiculture and animal combination farming type (Table 15). Among the new entrants, more than two third were small farms with sales less than $50,000, 17.7% were medium size and 10.1% were large size with sales of $250,000 or more (Table 16).
Table 1
ProvinceOntarioBritish ColumbiaQuebecAverage Alberta
Population size in 2016
13,448,494
4,648,055
8,164,361
8,753,637
4,067,175
Number of farms in direct sales
7,474
5,667
5,459
6,200
2,062
Population per farm in direct sales
1,799
820
1,496
1,372
1,972
Source: Census of Agriculture (CRO0162992) and Census Profile, 2016 Census

Table 2

Canada
Alberta
Ontario
British Columbia
Quebec
Number of farms
Farms reported direct marketing
Farms reported direct marketing
Farms reported direct marketing
Farms reported direct marketing
Farms reported direct marketing
By gross farm receipts
24510
2062
7474
5667
5459
Less than $10,000
8618
507
2432
3144
1381
$10,000 to $24,999
4413
380
1426
959
986
$25,000 to $49,999
2799
228
889
469
775
% of less than $50,000 (small size)
64.6%
54.1%
63.5%
80.7%
57.6%
$50,000 to $99,999
2566
262
793
395
702
$100,000 to $249,999
2785
267
863
346
807
% of $50,000 to $249,999 (medium size)
21.8%
25.7%
22.2%
13.1%
27.6%
$250,000 to $499,999
1534
152
516
155
405
$500,000 to $999,999
966
107
322
102
246
$1,000,000 to $1,999,999
415
61
129
59
94
$2,000,000 and over
414
98
104
38
63
% of 250,000 or more (large size)
13.6%
20.3%
14.3%
6.2%
14.8%
Source: Census of Agriculture (CRO0162992)

Table 3

Canada
Alberta
Ontario
British Columbia
Quebec
Number of farms

By farm capital
Farms reported direct marketing
Farms reported direct marketing
Farms reported direct marketing
Farms reported direct marketing
Farms reported direct marketing
Under $100,000
1216
(5.0%)
64
(3.1%)
317
(4.2%)
221
(3.9%)
330
(6.0%)
$100,000 to $199,999
1504
(6.1%)
42
(2.0%)
312
(4.2%)
205
(3.6%)
541
(9.9%)
$200,000 to $349,999
3134
(12.8%)
112
(5.4%)
845
(11.3%)
550
(9.7%)
955
(17.5%)
$350,000 to $499,999
2988
(12.2%)
197
(9.6%)
960
(12.8%)
593
(10.5%)
757
(13.9%)
$500,000 to $999,999
6895
(28.1%)
608
(29.5%)
2131
(28.5%)
1848
(32.6%)
1413
(25.9%)
$1,000,000 to $1,499,999
3023
(12.3%)
282
(13.7%)
986
(13.2%)
853
(15.1%)
584
(10.7%)
$1,500,000 to $1,999,999
1613
(6.6%)
150
(7.3%)
544
(7.3%)
443
(7.8%)
277
(5.1%)
$2,000,000 to $3,499,999
2126
(8.7%)
238
(11.5%)
725
(9.7%)
521
(9.2%)
357
(6.5%)
$3,500,000 and over
2011
(8.2%)
369
(17.9%)
654
(8.8%)
433
(7.6%)
245
(4.5%)
Source: Census of Agriculture (CRO0162992)

Table 4

Canada
Alberta
Ontario
British Columbia
Quebec
Number of farms
Farms reported direct marketing
Farms reported direct marketing
Farms reported direct marketing
Farms reported direct marketing
Farms reported direct marketing
Dairy cattle and milk production
534
17
208
38
231
Beef cattle ranching and farming
3121
543
1073
501
279
Hog and pig farming
287
18
120
58
51
Chicken egg production
835
53
205
450
42
Broiler and other meat-type chicken production
196
14
67
60
37
Turkey production
44
2
17
18
4
Poultry hatcheries farms
1
0
0
1
0
Combination of poultry and egg production
127
5
50
48
13
Other poultry production farms
50
4
9
12
24
Sheep farming
744
56
231
235
127
Goat farming
264
22
75
78
58
Apiculture
1303
162
414
205
189
Horse and other equine production
990
131
215
508
48
Fur bearing animal and rabbit production
27
0
13
3
10
Animal combination farming
1939
236
732
522
163
Other misc. animal production
278
58
43
58
51
Soybean farming
212
0
143
0
54
Oilseed (except soybean) farming
115
39
4
3
1
Dry pea and bean farming
45
10
2
1
0
Wheat farming
112
18
36
5
7
Corn farming
174
0
116
0
54
Other grain farming
853
140
341
10
107
Potato farming
217
24
55
27
47
Other vegetable (except potato) and melon farming
2552
84
883
713
497
Fruit and tree nut farming
2967
76
636
1109
728
Mushroom production
91
2
44
17
18
Other food crops grown under cover
441
22
99
109
153
Nursery and tree production
431
30
111
169
77
Floriculture production
224
22
54
41
71
Tobacco farming
3
0
3
0
0
Hay farming
1456
167
555
245
244
Fruit and vegetable combination farming
590
29
164
239
78
Maple syrup and products production
2072
0
275
3
1716
All other misc. crop farming
1215
78
481
181
280
Source: Census of Agriculture (CRO0162992)

Table 5

Alberta
All farms
DM farms
% of DM farms to all farms
Beef cattle ranching and farming
12,282
543
4.4%
Animal combination farming
1,201
236
19.7%
Hay farming
6,094
167
2.7%
Apiculture
343
162
47.2%
Other grain farming
6,211
140
2.3%
Horse and equine production
3,177
131
4.1%
Other vegetable (except potato) and melon farming
174
84
48.3%
Source: Census of Agriculture (CRO0162992)

Table 6

Alberta
All farms
DM farms
% of DM farms to all farms
Fruit and vegetable combination farming
39
29
74.4%
Mushroom production
3
2
66.7%
Fruit and tree nut farming
137
76
55.5%
Other vegetable (except potato) and melon farming
174
84
48.3%
Apiculture
343
162
47.2%
Combination of poultry and egg production
11
5
45.5%
Other food crops grown under cover
54
22
40.7%
Other poultry production farms
12
4
33.3%
Chicken egg production
173
53
30.6%
Source: Census of Agriculture (CRO0162992)

Table 7

Operating expenses to gross farm receipts ratio
Canada
Alberta
NAICS
Farms reported direct marketing (DM farms)
Non-DM farms
Farms reported direct marketing (DM farms)
Non-DM farms
All farms
0.85
0.83
0.81
0.85
Dairy cattle and milk production
0.79
0.77
0.80
0.75
Beef cattle ranching and farming
0.88
0.90
0.85
0.91
Hog and pig farming
0.86
0.90
0.98
0.88
Chicken egg production
0.81
0.78
0.90
0.84
Broiler and other meat-type chicken production
0.89
0.84
0.90
0.81
Turkey production
0.83
0.83
X
0.79
Poultry hatcheries farms
X
0.88
0.00
0.89
Combination of poultry and egg production
0.93
0.92
1.53
0.76
Other poultry production farms
0.93
0.88
0.86
0.70
Sheep farming
0.99
0.98
1.26
1.12
Goat farming
1.03
0.89
1.03
0.96
Apiculture
0.78
0.75
0.74
0.69
Horse and other equine production
1.15
1.06
1.08
1.05
Fur bearing animal and rabbit production
0.86
0.99
0.00
X
Animal combination farming
0.85
0.83
0.80
0.80
Other misc. animal production
0.86
0.89
0.85
0.88
Soybean farming
0.83
0.81
0.00
0.67
Oilseed (except soybean) farming
0.81
0.80
0.80
0.79
Dry pea and bean farming
0.66
0.71
0.67
0.73
Wheat farming
0.84
0.76
0.76
0.77
Corn farming
0.93
0.81
0.00
1.03
Other grain farming
0.78
0.79
0.79
0.78
Potato farming
0.85
0.82
0.72
0.83
Other vegetable (except potato) and melon farming
0.84
0.83
0.72
0.86
Fruit and tree nut farming
0.87
0.83
1.16
1.01
Mushroom production
0.88
0.89
X
X
Other food crops grown under cover
0.86
0.87
0.85
0.88
Nursery and tree production
0.91
0.82
0.87
0.77
Floriculture production
0.80
0.84
0.62
0.85
Tobacco farming
0.89
0.89
0.00
0.00
Hay farming
1.02
0.88
0.99
0.85
Fruit and vegetable combination farming
0.93
0.93
1.00
1.51
Maple syrup and products production
0.81
0.72
0.00
0.00
All other misc. crop farming
0.85
0.78
0.77
0.79
Source: Census of Agriculture (CRO0162992)

Table 8

AlbertaOperating expenses to gross farm receipts ratio
NAICS – Top seven of highest in number of farms reported direct marketing (DM farms)
DM farms reported selling value-added products
DM farms reported selling through farmers’ market
DM farms reported selling through CSA
All DM farms
Non DM farms
Beef cattle ranching and farming
By gross farm receipts
All farms
0.89
0.95
0.96
0.85
0.91
less than $10,000
2.67
1.54
1.00
1.83
2.14
$10,000 – $49,999
1.56
0.98
1.21
1.34
1.07
$50,000 – $249,999
0.85
0.84
0.72
0.87
0.83
$250,000 – $999,999
0.96
1.00
0.95
0.81
0.80
$1,000,000 and over
0.80
0.00
0.98
0.84
0.94
Animal combination farming
All farms
0.76
0.79
0.82
0.80
0.80
less than $10,000
3.17
2.20
8.27
3.45
2.91
$10,000 – $49,999
0.91
1.07
1.10
1.30
1.26
$50,000 – $249,999
0.91
0.81
0.75
0.96
0.88
$250,000 – $999,999
0.98
0.87
0.80
0.87
0.80
$1,000,000 and over
0.70
0.78
0.00
0.79
0.78
Hay farming
All farms
0.95
0.77
0.82
0.99
0.85
less than $10,000
3.25
3.32
9.79
2.74
2.09
$10,000 – $49,999
2.26
1.00
0.00
1.21
1.00
$50,000 – $249,999
0.74
1.03
0.83
0.84
0.78
$250,000 – $999,999
0.80
0.43
0.75
0.69
0.75
$1,000,000 and over
0.00
0.00
0.00
0.00
0.80
Apiculture
All farms
0.66
0.73
0.58
0.74
0.69
less than $10,000
1.47
2.22
0.00
2.22
2.57
$10,000 – $49,999
0.00
1.02
0.91
1.03
1.15
$50,000 – $249,999
0.83
0.74
0.00
0.77
0.66
$250,000 – $999,999
0.97
0.63
0.44
0.69
0.65
$1,000,000 and over
0.58
0.73
0.00
0.75
0.69
Other grain farming
All farms
0.81
0.78
0.71
0.79
0.78
less than $10,000
0.00
0.00
0.00
2.96
2.22
$10,000 – $49,999
0.00
0.74
0.00
1.08
1.02
$50,000 – $249,999
0.93
0.83
0.86
0.85
0.80
$250,000 – $999,999
0.89
0.96
0.89
0.86
0.77
$1,000,000 and over
0.72
0.78
0.61
0.78
0.79
Horse and other equine production
All farms
1.33
1.10
1.31
1.08
1.05
less than $10,000
1.60
1.07
2.38
2.85
3.01
$10,000 – $49,999
1.24
0.98
0.94
1.28
1.33
$50,000 – $249,999
0.00
1.21
0.00
0.94
0.90
$250,000 – $999,999
0.00
0.00
0.00
X
0.93
$1,000,000 and over
0.00
0.00
0.00
0.00
0.90
Other vegetable (except potato) and melon farming
All farms
0.65
0.71
0.82
0.72
0.86
less than $10,000
1.15
1.45
0.75
1.67
2.10
$10,000 – $49,999
1.36
1.01
1.37
1.05
1.02
$50,000 – $249,999
0.64
0.73
0.67
0.72
0.79
$250,000 – $999,999
0.62
0.68
0.81
0.68
0.76
$1,000,000 and over
X
X
0.00
X
0.87
Source: Census of Agriculture (CRO0162992)
X – Suppressed to meet the confidentiality requirement of the Statistics Act

Table 9

Canada
Alberta
Ontario
British Columbia
Quebec
Number of operators
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
Work hours on farm per week
Less than 30 hours
131435
20300
28585
1695
36665
5935
16450
5785
18265
4145
30 hours or more
140505
16780
29010
1555
33805
5360
9995
3040
23725
3970
% of 30 hours or more
51.7%
45.3%
50.4%
47.8%
48.0%
47.5%
37.8%
34.4%
56.5%
48.9%
Source: Census of Agriculture (CRO0162992)

Table 10

Canada
Alberta
Ontario
British Columbia
Quebec
Number of operators
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
Gender
Males
193970
23890
39840
2025
49565
7330
16510
5075
31050
5630
Females
77970
13205
17755
1220
20900
3980
9920
3745
10945
2480
% of females
28.7%
35.6%
30.8%
37.6%
29.7%
35.2%
37.5%
42.5%
26.1%
30.6%
Source: Census of Agriculture (CRO0162992)

Table 11

Canada
Alberta
Ontario
British Columbia
Quebec
Number of operators
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
Age
Under 35 years
24845
3380
4915
295
6610
1170
1825
600
4130
740
35 years and over
247085
33705
52690
2960
63855
10125
24605
8210
37865
7375
% of under 35 years
9.1%
9.1%
8.5%
9.1%
9.1%
10.4%
6.9%
6.8%
9.8%
9.1%
Source: Census of Agriculture (CRO0162992)

Table 12

Canada
Alberta
Ontario
British Columbia
Quebec
Farms reported direct marketing (DM farms)
Non-DM farms
DM farms
Non-DM farms
DM farms
Non-DM farms
DM farms
Non-DM farms
DM farms
Non-DM farms
Ratio of gross farm receipts to farm area ($ per acre)
652
426
442
349
1,292
1,218
606
579
986
1,282
Source: Census of Agriculture (CRO0162992)

Table 13

Canada
Alberta
Ontario
British Columbia
Quebec
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
All farms
Farms reported direct marketing
Number of farms
193492
24510
40638
2062
49600
7474
17528
5667
28919
5459
By organic product for sale
4289
1398
424
64
854
331
550
315
1268
476
Certified
3663
1156
354
56
732
272
449
254
1049
394
Transitional
769
273
97
10
173
76
110
65
242
86
% of farms selling organic products
2.2%
5.7%
1.0%
3.1%
1.7%
4.4%
3.1%
5.6%
4.4%
8.7%
Source: Census of Agriculture (CRO0162992)

Table 14

Number of farms
Canada
Alberta
Ontario
British Columbia
Quebec
Farms reported organic products for sale
4289
424
854
550
1268
Farms reported selling organic products through direct sales
1398
64
331
315
476
% of farms reported selling organic products through direct sales
32.6%
15.1%
38.8%
57.3%
37.5%
Source: Census of Agriculture (CRO0162992)

Table 15

Alberta
New entrants reported direct marketing
% of new entrants reported direct marketing
Beef cattle ranching and farming
150
20.7%
Apiculture
87
12.0%
Animal combination farming
77
10.6%
Horse and other equine production
66
9.1%
Hay farming
55
7.6%
Other vegetable (except potato) and melon
50
6.9%
Chicken egg production
30
4.1%
Other grain farming
28
3.9%
Sheep farming
24
3.3%
Fruit and tree nut farming
20
2.8%
Other
138
19.0%
Source: Census of Agriculture (CRO0162992)

Table 16

Canada
Alberta
New entrants
By gross farm receipts
Farms reported direct marketing
Farms reported direct marketing
All farms
9,469
725
Less than $10,000
5,035
299
$10,000 to $24,999
1,799
153
$25,000 to $49,999
874
72
% of less than $50,000 (small size)
81.4%
72.2%
$50,000 to $99,999
676
66
$100,000 to $249,999
532
62
% of $50,000 to $249,999 (medium size)
12.8%
17.7%
$250,000 to $499,999
279
30
$500,000 to $999,999
165
21
$1,000,000 to $1,999,999
53
11
$2,000,000 and over
56
11
% of 250,000 or more (large size)
5.8%
10.1%
Source: Census of Agriculture (CRO0162992)


 
 
 
 
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This information published to the web on December 15, 2017.