| | Farmers' markets in Alberta have a proud history and are steeped in tradition. They provide a direct marketing link between the farmer and the consumer and provide multiple benefits to the community. The primary advantage for the farmer is the ability to sell products in small volumes outside traditional distribution outlets, thus saving on assembly, transportation, marketing and packaging costs. The farmers’ market provides vendors a source of supplementary revenue, and in urban and medium sized markets, a predictable and sustainable source of income. The farmers’ market is also a "gathering place" an opportunity to socialize with friends and family, a destination where individuals can shop for a range of food and nonfood items, and exchange news or just be caught up in the market ambiance.
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The community and local businesses also profit from their proximity to the market place. It draws people who would not otherwise have a reason to be there. It adds economically through direct sales, as well as indirectly by supporting businesses. Farmers’ markets can be effectively used as a promotional tool by the community to create a general level of awareness, interest, and potential desire to travel there. An important value underlying the farmer’s market is that people want to support local business by investing in owner/operators who in turn spend their money in the community. In Alberta, many communities with medium to large sized markets have derived varying degrees of benefit from successfully marketing these goals and vision.
Moreover, farmers’ markets are incubators for new business providing an opportunity to test consumer acceptance of new products in a venue that offers reduced risk at a minimal cost. Particularly in urban areas, demand for quality grown organic food and vegetables with farming practices that are sustainable and environmentally friendly has been a significant draw for customers who otherwise frequent large retail outlets and big box stores.
A positive interpersonal interaction between vendors and customers is the essence of a successful market, it conveys an impression of freshness, energy and vitality. Many aspects of our lives have become anonymous and impersonal, and since ancient times the market place has provided an occasion for people to visit and gather. However, local politics, weak management, negative vendor-consumer interactions or overly competitive settings, all or singly, can conspire to undermine its success.
Markets throughout the continent are constantly being challenged to be relevant to consumers and compliant with health and operating regulations. Research has reaffirmed that farmers’ market managers play a critical role in the success or failure of their marketplace. The manager’s personae and leadership skills help to craft in the eyes of the vendors and consumers the character of the market and its relationship to the community. A recurring issue with market boards is the ability to attract, compensate, and retain their manager. Volunteer managers seem to be the norm; however, generally speaking, paid managers are more committed and resourceful in attracting vendors and developing a viable and sustainable marketplace.
For the customers, markets provide the benefits of fresh produce of exceptional quality that is often delivered the same day, at a perceived cost saving, since there is no middleman. Consumers actively seek out markets where they can support the farmer in an energizing, safe environment that offers reliable products, current retailing methods, and an adequate mix of products and vendors.
The Canadian marketing system supports and promotes the direct market process such as found in Alberta Approved Farmers' Markets; yet, there is a need to examine its nature and economics, and its processes, with a view to strengthening and reshaping it to better serve the industry and consumers. Throughout this report we will give emphasis to uncovering those factors that contribute to making the market a marketplace, for the success of the experience exists in the eye of the consumer.
For the full study results contact:
Alberta Farmers' Market Association
Executive Director
Room 106, J. G. O'Donoghue Building
7000 113 St NW
Edmonton AB T6H 5T6 |
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