A baseline study that will serve as a
benchmark for measurement of the
contributions of farmers’ markets across
Canada and an assessment of trends and
opportunities for growth
National Farmers’ Market
Impact Study 2009 Report
January 2009
National Farmers' Market Impact Study 2009 Report
2
National Farmers’
Market Impact Study
2009 Report
Prepared by:
Experience Renewal Solutions Inc.
With support from:
David J. Connell, PhD,
Assistant Professor, University of Northern British Columbia
Study contracted by: Farmers’ Markets Canada in July 2008
National Farmers' Market Impact Study 2009 Report
3
Acknowledgments
Farmers’ Markets Canada appreciates the support of the following contributors:
Agriculture and Agri-Food Canada
• Farmers’ Markets Canada acknowledges the vital contribution of the federal government, through Agriculture and Agri-Food Canada, in enabling the extensive
original research that underlies this report to be conducted and the report itself, in both official languages, to be produced.
• Agriculture and Agri-Food Canada is pleased to participate in the production of this report. AAFC is committed to working with our industry partners to increase
public awareness of the importance of the agriculture and agri-food industry to Canada. Opinions expressed in this document are those of the consulting firm,
Experience Renewal Solutions, and not necessarily of AAFC nor of Farmers’ Markets Canada and its members.
The Farmers’ Markets and their Managers
• Thank you to all 70 farmers’ markets that agreed to on-site observation and interviewing. The 70 market managers opened their markets to teams of anywhere
from two to six researchers for a full market day. Also, this report would not be possible without the support, understanding and contributions of 282 market
managers who responded to a long national survey. Your contributions are greatly appreciated
The Vendors
• Close to 500 vendors agreed to complete the farmers’ market vendors interview at various locations across Canada. Thank you to all the vendors who set aside
their daily duties to contribute their ideas, thoughts, insights and knowledge about the current condition of farmers’ markets in Canada
The Market Shoppers and Non-Users
• Over 4,400 consumers agreed to participate in the farmers’ market interview at various locations across Canada and on the web. Most of the consumers showed
a great attachment to their local market and were very willing to participate in the interview. Thank you to all of the consumers whose feedback and insights were
essential to the completion of this report
Economic Analyst
• Thanks to Dr. David Connell, of the University of Northern British Columbia, for your tireless and continuing efforts to understand and measure the community,
regional and national economic contributions of farmers’ markets
Farmers’ Markets Canada Board of Directors
• Thank you to the FMC Board of Directors. Their passion, knowledge, dedication and patience have aided in the successful completion of the project
National Farmers' Market Impact Study 2009 Report
4
Table of Contents
5
The State of Farmers’ Markets in Canada – Executive Summary
11
Introduction
77
Market Manager Insights
80
Economic Impacts
55
Vendor Profile
49
Non-User Insights
16
Market Customer Profile
12
Data Collection Methods
8
Fact Sheet – Farmers’ Markets Canada Insights
3
Acknowledgments
National Farmers' Market Impact Study 2009 Report
5
The State of Farmers’ Markets in Canada
Executive Summary 2009
• Farmers’ markets are a great success story for Canada, with strong consumer
and vendor support as evidenced by the growth in attendance and number of
markets. Success is built upon many factors including a desire to return to
healthier, fresher, locally produced products and a strong belief in the integrity
of shopping in the community
• The diversity of market types across the 508 national markets provides
consumers with a large number of alternatives when seeking community
shopping experiences and local products
• Markets offer a vast array of food and non-food items but clearly the largest
demand is for fresh fruits, vegetables and baked goods
• Most customers attend markets regularly and are strong supporters of the
farmers’ market industry. They are highly motivated to purchase fresh, in-
season produce in clean, simple surroundings
• Customer spending across the country is variable with an average daily spend
of approximately $32
• Customers feel a strong sense of community and local pride in attending
farmers’ markets. While the customer base of farmers’ markets parallels the
grocery-purchasing demographics of Canada, the market customer is
uniquely sensitive to the need to support local primary producers (62% feel
this is extremely important, 30% feel it is somewhat important)
• Current customers will increasingly look for more product selection and
convenience in locations, payment options and lifestyle amenities to ensure
their loyalty
National Farmers' Market Impact Study 2009 Report
6
The State of Farmers’ Markets in Canada
Executive Summary 2009
• Farmers’ market vendors are typically primary producers (79%) who achieve a
significant portion of their income from participation in the markets; they also
find a great deal of local support at markets and are attracted by the social
and communal nature of the market experience
• Market vendors are challenged to provide the selection of fresh products
required as primary producers while dealing with issues of labour shortages
and rising costs of production inputs - - they are also seeking extended hours
and days of operations for markets, as well as improved physical amenities
• In some markets there is a growing concern about the role of reseller vendors
who are threatening the economic viability of the primary producer vendor
• Vendors are looking for more support in marketing of their locations through
signage, advertising and website information and would like to attract new
vendors in desired local product categories to increase customer traffic
• Market managers are seeking to develop farmers’ markets business growth by
attracting and promoting more primary producers and increasing the
attractiveness and convenience of the market facilities
• Management and Association opportunities should focus on improving
marketing efforts and making the physical market presence an attractive and
more accessible venue
• Increasing pressures will occur from Health and Safety requirements, parking
needs for vendors and customers and balancing of primary producer
capabilities and customer demands for year-round product selection
National Farmers' Market Impact Study 2009 Report
7
The State of Farmers’ Markets in Canada
Executive Summary 2009
• The majority of national grocery shoppers are not using farmers’ markets.
Non-users are a target growth sector; they express a willingness to become
patrons and are not visiting primarily because of convenience and lack of
awareness issues. Future growth in the sector will require engaging non-users
through increased awareness of benefits, locations and product selection.
Trial usage among non-users will be dependent on making local market hours
and locations more accessible to time-challenged, health-conscious
consumers
• The future for farmers’ markets in Canada is promising with consumer
demand and interest closely aligned with support for local production and
fresh, healthy food choices
• Farmers’ markets are important contributors to the national economy with
impacts ranging from $1.55 to $3.09 billion annually
National Farmers' Market Impact Study 2009 Report
8
Fact Sheet
HIGHLIGHTS
• Farmers’ markets are strong contributors to the economy and to Canadian communities.
• Farmers’ markets play a key role in the marketing of Canadian agricultural products; they play a significant role in generating farm
incomes.
• Strong growth opportunities in this sector focus on more aggressive marketing and promotion of markets; on encouraging
additional vendors and vendor capabilities; on improved access to labour; and on the development of more and improved
facilities.
• Farmers’ markets across Canada are very popular with their customers; 95% of customers feel the Farmers’ market experience met
or exceeded their expectation
2008 Field Research Summary – Sample Sizes
• There are 508 identified farmers’ markets across ten provinces
• The 2009 Field Research profile:
– 70 farmers’ markets were visited (14% sample)
– 3174 shoppers were interviewed on-site
– 1308 non-users were surveyed online
– 487 vendors were interviewed on-site
– 282 market managers were interviewed by telephone and web
– Traffic counts and vendor audits were taken at surveyed markets
Economic Impact in Canada 2008
• 28 million shopper-visits were made to farmers’ markets in Canada in 2008
• Average in-market spending by principal shoppers is $32 per visit; ranging from $24.50 at small markets to $35.50 at large
markets
• Total farmers’ market direct sales across Canada in 2008 are estimated to be approx $1.03 billion
• The combined national economic impact of farmers’ markets in Canada is estimated in a range between $1.55 billion and $ 3.09
billion
Farmers’ Markets in Canada - Insights
National Farmers' Market Impact Study 2009 Report
9
Fact Sheet
Farmers’ Markets in Canada - Insights
Farmers’ Markets Shopper Profile in 2008
Demographic Highlights
The results showed that, on average:
• 72 % of market shoppers are female and 28% are male, nearly a 2.5:1 ratio
• 70 % of the principal shoppers are 40 and older; 30% of customers are 18-39
• 96 % of shoppers are Canadian born (83%) or have lived in Canada 20 years or more (13%)
Shopping Patterns
• 60 % state that fresh produce is their number one reason for visiting
• 69 % of shoppers use their own car to reach the market and 21% walk
• 67 % of shoppers take less than 15 minutes to get to the market from home
• 48 % of shoppers visit the market regularly (almost once a week)
• 54 % of market shoppers visit the market alone; 46% visit in groups
• 92% of shoppers state that buying directly from a local farmer is either extremely (62%) or somewhat (30%) important
• 25 % of shoppers are new or infrequent users, representing a growth opportunity
Shopper Satisfaction
• 95 % of shoppers find that their market experience meets or exceeds expectation
• 44 % are very satisfied with the variety of products
• 39 % are very satisfied with facilities at the market
• 56 % are very satisfied with the market’s location
• 81% of shoppers believe that food safety practices are better (46%) or about the same (35%) as grocery stores
• Market shoppers are generally pleased with the products they buy at their farmers’ markets but would appreciate more vendors
providing fresh, in-season produce
Non-User Opportunities
• Non-users identify that location, convenience, competitive positioning and variety will attract them to farmers’ markets
National Farmers' Market Impact Study 2009 Report
10
Fact Sheet
Farmers’ Markets in Canada - Insights
Market Profile from Market Manager Reports
• 57 % of markets are open Saturdays; 24% Fridays; 17% Thursdays; 2% other days
• 34 % of markets are open more than 26 days per year; 40% of markets are open between 16 and 25 days
• August is the peak sales month
• 56 % of markets are outdoor; 20% indoor; 24% both indoor and outdoor
• 46 % of markets serve municipalities with populations below 10,000
• Market managers classify 68% of their vendors as primary producers: vendors that sell products that they have produced
• 80 % of market managers report that the number of shoppers has increased (56%) or stayed the same (24%)
• 81% of market managers report that the number of vendors at their markets have increased (48%) or stayed the same (35%)
• 81% of market managers report that the number of primary producer vendors has increased (33%) or stayed the same (48%)
• 91% of markets are funded by vendor/booth rentals
• 68% of market managers report no financial support from governments or associations in the past 5 years
• 86% of markets have not had an economic impact assessment
• At markets reporting insurance policies, the average market premium is $1123 annually; 93% of markets have no claim history
Vendor Profile in 2008
• 42% of vendors achieve over 50% of their farm income from sales at farmers’ markets
• 60 % of vendors sell fresh fruit and/or vegetables
• 79 % of vendors identify themselves as primary producers
• 40 % of vendors sell at only one market
• 79 % of vendors report their business has grown bigger (49%) or stayed the same (30%)
• 71 % of vendors travel less than 50 km to reach the market
• 55 % of vendors report the creation of up to 5 jobs as a result of market participation
• 49 % of vendors serve 100 or more customers on each market day
• 26 % of vendors sell over $1000 on a market day
• Cost of fuel and cost of inputs are major negative factors impacting vendors
• Community and social aspects of the farmers’ markets are a major attraction for vendors
National Farmers' Market Impact Study 2009 Report
11
Introduction
The Organization
• Announced on November 10th, 2008, Farmers’ Markets Canada was formed as a national network for farmers’ markets that will
help support producers, expand the growth of markets and boost rural economies. Farmers’ Markets Canada is proud to announce
their establishment, which will look at national issues impacting farmers’ markets across our country. Canada is a country that is
proud of our agricultural heritage and Farmers’ Markets Canada wants to strengthen that concept through market knowledge and
expansion.
Purpose of this Study
• This study was contracted by Farmers’ Markets Canada to undertake a comprehensive market impact study. Recognizing that data
on farmers’ markets across Canada was limited, this study was developed as a baseline that will serve as a benchmark for
measurement of the contribution of farmers’ markets Canada over time. This study was created around two main areas:
¾ To understand the profile of the shopper at farmers’ markets: demographics, motivations and regional differences to
increase sales and opportunities for the future.
¾ To understand the profile of the vendors at the farmers’ markets: to attract additional vendors and to expand product
offerings and market appeal.
FMC’s Mission Statement:
“Our Vision is a future where every Canadian has easy access to a farmers’ market”
National Farmers' Market Impact Study 2009 Report
12
Data Collection
National Sample Size
Number of Markets Surveyed by Province
9
8
2 3
*36
5
3
1
2 1
* A similar Farmers’ Markets Ontario study was completed in conjunction with the National Farmers’ Market Impact Study. 12 Ontario
markets were included as part of the FMC sample; 24 markets were included as part of the FMO sample – in total, 36 Ontario markets were
surveyed.
National Farmers' Market Impact Study 2009 Report
13
Markets Visited – Size Categorization
Market Size Definition Small = 0-19 Vendors Medium = 20-39 Vendors Large = 40+ Vendors
Market Province Size
Calgary Farmers' Market Alberta Large
Edmonton Farmers' Market Alberta Large
Bearspaw Lions Farmers' Market Alberta Medium
Claresholm Farmers' Market Alberta Small
Grassroots Farmers' Market Alberta Small
Morinville Farmers' Market Alberta Small
Okotoks Kinsmen Farmers' Market Alberta Small
Rose City Farmers' Market Alberta Small
Kamloops Farmers' Market British Columbia Large
Prince George Farmers' Market British Columbia Large
Trout Lake Farmers' Market British Columbia Large
Coquitlam Farmers' Market British Columbia Medium
Kelowna Farmers' Market British Columbia Medium
Quesnel Farmers' Market British Columbia Medium
Royal City Farmers' Market British Columbia Medium
Vernon Farmers' Market British Columbia Medium
Riley Park Farmers' Market British Columbia Small
Le Marche St. Norbert Farmers' Market Manitoba Large
Fort Whyte Alive Farmers' Market Manitoba Small
Warren Farmers' Market Manitoba Small
Moncton Farmers' Market New Brunswick Large
Sussex Farmers' Market New Brunswick Large
St. John's Farmers' Market Newfoundland Small
Halifax Farmers' Market Nova Scotia Large
Cape Breton Farmers' Market Nova Scotia Medium
Lunenburg Farmers' Market Nova Scotia Small
Guelph Farmers' Market Ontario Large
London Covent Garden Farmers' Market Ontario Large
Ottawa ByWard Market Ontario Large
St. Lawrence Farmers' Market Ontario Large
Stratford Farmers' Market Ontario Large
Your Kitchener Farmers' Market Ontario Large
Barrie Farmers' Market Ontario Medium
Brampton Farmers' Market Ontario Medium
Market Province Size
Brantford Farmers' Market Ontario Medium
Brick Works Farmers' Market Ontario Medium
Burlington Farmers' Market Ontario Medium
Creemore Farmers' Market Ontario Medium
Downtown Georgetown Farmers' Market Ontario Medium
Downtown Sudbury Farmers' Market Ontario Medium
Kingston Farmers' Market Ontario Medium
Newmarket Main Street Farmers' Market Ontario Medium
Orangeville Farmers' Market Ontario Medium
Orillia Farmers' Market Ontario Medium
Port Hope Farmers' Market Ontario Medium
Riverdale Farmers' Market Ontario Medium
Welland Farmers' Market Ontario Medium
Woodstock Farmers' Market Ontario Medium
Bloor/Borden MyMarket Ontario Small
Cambridge Farmers' Market Ontario Small
East York Farmers' Market Ontario Small
Grand Bend Farmers' Market Ontario Small
Horton Farmers' Market Ontario Small
Milton Farmers' Market Ontario Small
Nathan Phillips Farmers' Market Ontario Small
Ottawa Parkdale Market Ontario Small
Pembroke Farmers' Market Ontario Small
Peterborough Wednesday Farmers' Market Ontario Small
SickKids Hospital MyMarket Ontario Small
Simcoe Valley Farmers' Market Ontario Small
St. Catharines Farmers' Market Ontario Small
St. Marys Farmers' Market Ontario Small
Charlottetown Farmers' Market Prince Edward Island Large
Marche Jean Talon Quebec Large
Marche Vieux Port du Quebec Quebec Large
Marche Champetre de Melbourne Quebec Medium
Marche Public de Drummondville Quebec Medium
Marche Centre de Ste-Hyacinthe Quebec Small
Saskatoon Farmers' Market Saskatchewan Small
Tisdale Farmers' Market Saskatchewan Small
National Farmers' Market Impact Study 2009 Report
14
Research Methodology
487
face-to-face
surveys
• % of products sold that are produced by
farmers
• % of income generated by access to
farmers’ markets
• Identify means by which a new national
association might be funded on a
sustainable basis
• Intercepted vendors at various locations
within selected farmers’ market sites
across Canada
• Sample of vendors were interviewed to
gain an understanding of the profile of
the vendors at farmers’ markets
Vendor Survey
ERS In-Experience
Interviewing
1308 online
surveys
• Grocery shopping role(s) in household
• Length of time in Canada
• Location shopped for grocery needs
• Factors encouraging to visit a farmers’
market
• ERS partnered with HOTSPEX (an online
polling company)
• Sample of current market non-customers
across Canada to understand the reasons
why customers do not come to farmers’
markets
Non-Users
Innovative
interviewing
3174
face-to-face
surveys
• Demographics
•Motivators
• Visit frequency
• Purchase characteristics
• Product characteristics
• Regional differences among markets
• Intercepted customers at various locations
within selected farmers’ market sites
across Canada
• Sample of current market customers who
had a market experience were interviewed
to gain an understanding of the profile of
customers at farmers’ markets
Customer
Survey
ERS In-Experience
Interviewing &
Observing
Sample SizeStudy ElementsMethodology
This study took place from July to October, 2008
National Farmers' Market Impact Study 2009 Report
15
Research Methodology
68 Markets
• Estimate of number of people visiting
market
• Conducted traffic counts at selected
locations across Canada
• Traffic counts taken each hour on the
hour for ten minutes at each exiting point
at the market
• Observed market customers entering
market to gain a better understanding of
traffic flow
Traffic Count
ERS In-Experience
Observation
techniques
282 phone
surveys
completed
of 500 Markets
contacted
•Contact Information
• Website Address
• Location
• Open Market Days
• Size of Community
•Trading Area
• History of Market
• Role of Managing Assoc./ Provincial
Assoc./ Provincial Government
• Selling Characteristics
• Called all known market managers from
10 provinces (AB, BC, MB, NB, NF, NS,
QC, PEI, SK)
• Collected contacts for a market database
by searching online for the market
managers’ contact information
• Contacted local municipalities, Chamber
of Commerce or provincial associations if
required
• Interviewed to provide a composite
national profile of farmers’ markets
Market
Manager Survey
ERS Telephone
Interviewing
technique
Sample SizeStudy ElementsMethodology
This study took place from July to October, 2008
National Farmers' Market Impact Study 2009 Report
16
Market Customer Profile
National Farmers' Market Impact Study 2009 Report
17
Customer Demographics by Market Size
Customers Interviewed - Age
0%
5%
8%
16%
25%
15%
22%
9%
6%
13%
17%
14%
30%
19%
<18 18-24 25-29 30-39 40-49 50-64 65+
National Average n= 3174 Canadian Population*
* Source: Statistics Canada, 2006 Census of Population, Statistics Canada catalogue no. 97-551-XCB2006009, Customer Survey
0%
5%
8%
16%
25%
30%
15%
0%
5%
8%
17%
26%
30%
14%
0%
3%
7%
16%
23%
30%
20%
0%
9%
10%
16%
25%
29%
11%
<18
18-24
25-29
30-39
40-49
50-64
65+
National Average n= 3174 Small n= 1155 Medium n= 1000 Large n= 1019
• Large markets are attracting younger customers while small and medium markets are visited more by seniors
• Market customers are typical grocery customers, ages 25-64
Small size market: 0 -19 vendors
Medium size market: 20-39 vendors
Large size market: 40+ vendors
National Farmers' Market Impact Study 2009 Report
18
Customer Demographics by Origin & Ethnicity
• Markets are not attracting recent immigrants nor non-Caucasian origins – a major future opportunity
Ethnicity of Customers Interviewed
Caucasian,
94%
Other, 6%
A
boriginal/Native,
1%
A
rabic/Middle
Eastern, 1%
East Indian, 1%
Hispanic, 1%
A
frican Canadian,
1%
Asian, 2%
How long have you lived in Canada?
83%
13%
2%
1%
1%
Born in Canada 20 years or more 10-19 years 5-9 years Less than 5 years
National Farmers' Market Impact Study 2009 Report
19
Source: Customer Survey
Customer Demographics by Gender, National Comparison
• Market shopping is dominated by women in all provinces
Customers Interviewed -Gender
28%
72%
23%
77%
30%
70%
32%
68%
41%
59%
27%
73%
22%
78%
28%
72%
30%
70%
36%
65%
26%
74%
Male
Female
National Average n= 3174 Alberta n= 380 British Columbia n= 359
Manitoba n= 53 New Brunswick n= 105 Newfoundland n= 62
Nova Scotia n= 114 Ontario n= 1824 Prince Edward Island n= 50
Quebec n= 200 Saskatchewan n= 27
National Farmers' Market Impact Study 2009 Report
20
What motivated or influenced you to visit this farmers' market?
60%
40%
18%
17%
16%
14%
12%
12%
12%
12%
11%
11%
9%
8%
6%
5%
5%
2%
2%
0%
Freshness of products
Support local farmers, crafters and community
Variety of products
Location - I was in the area
A specific product
Other
Organic products
Friendliness of vendors
Tradition/I always come here/regular shopper
Browsing
Selection of products
Meet friends/socialize
A specific vendor
Word-of-mouth/recommendation
Prices/value
Selection of vendors
Saw a sign/advertisement
Convenient hours
Dining options
I don't know
National Average n= 3174
Motivation to Visit Market
• Fresh products and support for local farmers dominate the reasons for visits
Source: Customer Survey
Other Responses
knowing/controlling what’s in my food, samples,
atmosphere/ambiance, quality, outdoors, gluten-
free, website, sense of community, entertainment,
environmental
National Farmers' Market Impact Study 2009 Report
21
0%
10%
20%
30%
40%
50%
60%
70%
F
r
eshne
s
s of p
r
odu
c
ts
Suppo
r
t local
fa
rm
e
rs, cr
af
ter
s
and
com
mu
n
ity
Variet
y
o
f
products
Location - I was in th
e
ar
e
a
A specifi
c
product
Other
O
rganic pr
od
ucts
Fri
e
ndlines
s o
f ven
d
or
s
T
r
a
dition/
I
always come he
r
e/r
e
gular
s
hopper
B
ro
wsi
n
g
Selecti
o
n
o
f
pro
d
ucts
M
e
e
t f
riend
s
/
s
oci
al
ize
A spe
c
i
f
i
c
v
e
n
d
or
W
o
rd-of-
m
o
u
th
/
r
e
c
o
mme
n
dati
o
n
P
ri
ces/v
alue
Selec
tion o
f
ven
d
ors
Saw a si
gn
/advertisem
e
nt
Convenient h
o
urs
Dining optio
n
s
I do
n
't know
Motivation to Visit Market by Market Size
• Large market visitors are likely to shop for a broader range of reasons
Source: Customer Survey
National Average n= 3174 Small n= 1155 Medium n= 1000 Large n= 1019
What motivated or influenced you to visit this farmers’ market today?
National Farmers' Market Impact Study 2009 Report
22
Group Shopping Behaviour
• As market size increases, the probability of shopping in groups increases
Source: Customer Survey
Customers Interviewed - Grouping
54%
12%
20%
13%
66%
10%
14%
11%
52%
11%
23%
13%
43%
15%
26%
16%
Individual
Friends
Couple/Spouse
Family
National Average n= 3174 Small n= 1155 Medium n= 1000 Large n= 1019
National Farmers' Market Impact Study 2009 Report
23
Customer Journey to Market
• 43% of small market customers do not come by car, but visitors to larger markets are more likely to drive
Source: Customer Survey
How did you get to the market today?
69%
4%
21%
4%
1%
57%
5%
32%
5%
2%
79%
2%
15%
3%
1%
73%
7%
16%
3%
1%
Car
Public Transit
Walk
Bike
Other
National Average n= 3174 Small n= 1155 Medium n= 1000 Large n= 1019
National Farmers' Market Impact Study 2009 Report
24
Customer Journey to Market
• Most markets are visited by local community members but larger markets are more likely to pull from a greater
distance (16% take over 30 minutes to travel to large markets)
Source: Customer Survey
Do you consider yourself a permanent resident, visitor,
cottager or tourist to this particular area?
88%
9%
1%
2%
1%
0%
Permanent resident
Visitor
Cottager
Tourist
Student
Other
National Average n= 3174
67%
21%
6%
2%
4%
73%
17%
5%
2%
3%
73%
19%
4%
2%
3%
55%
28%
9%
2%
5%
<15
15-29
30-44
45-59
60+
Minutes
National Average n= 3174 Small n= 1155 Medium n= 1000 Large n= 1019
How long did it take you to get to this farmers’ market from home?
National Farmers' Market Impact Study 2009 Report
25
12%
4%
10%
9%
18%
48%
First Time
Rarely (once/year)
Occasionally (2-3
times/year)
Often (once/month)
Frequently (2-3
times /month)
Regularly (almost
once/week)
National Average n= 3174
Frequency of Visitation
Source: Customer Survey
75% have established
frequent visit patterns
25% are new or infrequent
users > conversion
opportunity
• Markets have a large, stable base of regular and frequent visitors
How often do you visit this farmers’ market?
National Farmers' Market Impact Study 2009 Report
26
Grocery Purchasing Habits
Source: Customer Survey
• Farmers’ markets are the second most popular location for customers to buy their groceries. Large markets are
more likely to cater to customers who also shop at organic grocers, health food stores and specialty/ethnic stores
Where do you primarily shop for your grocery needs?
83%
23%
12%
62%
11%
14%
13%
3%
9%
1%
4%
82%
22%
9%
59%
7%
10%
11%
3%
8%
1%
6%
83%
24%
11%
56%
8%
10%
8%
2%
9%
1%
3%
84%
25%
16%
71%
18%
23%
21%
3%
11%
1%
3%
Large grocery store
Small grocery store
Big box retailer
Farmers' market
Organic grocer
Health food store
Specialty/ethnic
Convenience store
Direct from farm
On-line
Other
National Average n= 3174 Small n= 1155 Medium n= 1000 Large n= 1019
National Farmers' Market Impact Study 2009 Report
27
Farmer Direct Purchase Importance
Source: Customer Survey
Please rank the importance of buying product from an
actual farmer rather than buying product from a
person who buys the produce from a food terminal
or farmer(s) and resells it to you at the market
62%
30%
6%
1%
1%
National Average n= 3174
Extremely important Somewhat important
Neither important nor unimportant Somewhat unimportant
Not at all important
• 92% of shoppers state buying products from an actual farmer as extremely important (62%) or somewhat
important (30%)
National Farmers' Market Impact Study 2009 Report
28
Farmer Direct Purchase Importance
Source: Customer Survey
• National Comparison by Province
Please rank the importance of buying product from an actual farmer rather than
buying product from a person who buys the produce from a food terminal or
farmer(s) and resells it to you at the market
62%
46%
59%
58% 58%
63%
60%
67%
60%
59%
59%
30%
47%
33%
32%
28%
29%
32%
26%
32%
33%
30%
6%
7%
6%
8%
10%
6%
6%
5%
6% 8%
11%
1% 2%
1%
3%
2%
1%
2%
1%
1%
1%
1% 1%
4%
N
a
tiona
l
A
v
erag
e
n=
3
1
74
A
l
b
ert
a
n
= 3
80
B
ritish Colum
b
ia
n
= 3
5
9
M
a
nit
o
ba
n=
53
New
Brun
s
wick n= 105
Ne
wf
ound
l
a
n
d n
=
6
2
N
ov
a
S
c
otia n=
114
Ontario n=
1
824
P
r
ince Edward
Is
land
n= 50
Queb
e
c
n= 20
0
Sa
s
katchewan n
=
27
Extremely important Somewhat important Neither important nor unimportant
Somewhat unimportant Not at all important
National Farmers' Market Impact Study 2009 Report
29
Farmer Direct Purchase Importance
Source: Customer Survey
• Customers at all sizes of markets believe it is important to buy from local producers
Please rank the importance of buying product from an actual farmer rather than
buying product from a person who buys the produce from a food terminal or
farmer(s) and resells it to you at the market
62%
64%
66%
57%
30%
28%
28%
34%
6%
6%
5%
7%
1%
1%
2%
1%
1% 1%
1%
National Average n= 3174 Small n= 1155 Medium n= 1000 Large n= 1019
Extremely important Somewhat important Neither important nor unimportant
Somewhat unimportant Not at all important
National Farmers' Market Impact Study 2009 Report
30
Market Factor Importance
• The majority of customers believe that fresh, in-season, locally produced products are the most important factors
that markets deliver. The least important factors are certified organic, low price, and nutritional labelling
Source: Customer Survey
Calculated using Top 2 Box – Bottom 6 Boxes on a 10 point scale (removes
passive respondents)
How important are the following to you?
-11%
-8%
-7%
3%
25%
28%
34%
34%
36%
37%
43%
47%
68%
77%
Low price
Certified Organic
Clear and effective labelling of nutritional content
Attractive product presentation/displays
Clean and easily accessible market facilities (seating area,
washrooms, parking)
Natural but not certified products (i.e. wild, grain fed, not sprayed)
Support for animal welfare (the use of animals in food/research as
long as unnecessary suffering is avoided)
Wide variety of products
Product packaging that is environmentally friendly or recyclable
Conveniently located and easily accessible from my home
Fair trade products (made by someone who gets fair wage and fair
treatment)
Friendly service
Locally produced products
Fresh, in-season products
National Average n=3174
National Farmers' Market Impact Study 2009 Report
31
Satisfaction with Market Delivery of Key Factors
Source: Customer Survey
Calculated using Top 2 Box – Bottom 6 Boxes on a 10 point scale (removes
passive respondents)
• Customers are satisfied that their market provides fresh, local products delivered in convenient locations with
attractive displays and friendly service
How satisfied are you with how this market delivers on the following?
yg
20%
20%
26%
31%
32%
34%
38%
39%
44%
47%
56%
63%
65%
68%
15%
16%
19%
28%
27%
32%
35%
40%
40%
47%
58%
64%
64%
70%
20%
18%
26%
31%
30%
35%
38%
44%
42%
45%
59%
64%
66%
70%
24%
28%
35%
34%
38%
35%
41%
34%
49%
48%
52%
59%
63%
63%
Low price
Clear and effective labelling of nutritional content
Certified Organic
Product packaging that is environmentally friendly or recyclable
Fair trade products (made by someone who gets fair wage and fair
treatment)
Support for animal welfare (the use of animals in food/research as
long as unnecessary suffering is avoided)
Natural but not certified products (i.e. wild, grain fed, not sprayed)
Clean and easily accessible market facilities (seating area,
washrooms, parking)
Wide variety of products
Attractive product presentation/displays
Conveniently located and easily accessible from my home
Locally produced products
Friendly service
Fresh, in-season products
National Average n= 3174 Small n= 1155 Medium n= 1000 Large n= 1019
National Farmers' Market Impact Study 2009 Report
32
Market Factor Importance vs. Satisfaction
Source: Customer Survey
• Satisfaction aligned to the importance customers feel for key factors will drive opportunity for the industry.
Customers place more importance on fresh and local products than is currently being delivered – an opportunity.
Calculated using Top 2 Box – Bottom 6 Boxes on a 10 point scale (removes
passive respondents)
20%
26%
20%
47%
39%
38%
34%
44%
31%
56%
32%
65%
63%
68%
-11%
-8%
-7%
3%
25%
28%
34%
34%
36%
37%
43%
47%
68%
77%
Low price
Certified Organic
Clear and effective labelling of nutritional content
Attractive product presentation/displays
Clean and easily accessible market facilities
(seating area, washrooms, parking)
Natural but not certified products (i.e. wild, grain fed,
not sprayed)
Support for animal welfare (the use of animals in
food/research as long as unnecessary suffering is
avoided)
Wide variety of products
Product packaging that is environmentally friendly or
recyclable
Conveniently located and easily accessible from my
home
Fair trade products (made by someone who gets
fair wage and fair treatment)
Friendly service
Locally produced products
Fresh, in-season products
Satisfaction Importance
National Farmers' Market Impact Study 2009 Report
33
Impact of Fresh, In-Season Products
• National Comparison of Importance versus Satisfaction with delivery of fresh/seasonal by province
Source: Customer Survey
68%
70%
73%
69%
55%
56%
53%
67%
61%
72%
85%
77%
77%
80%
91%
76%
74%
76%
77%
76%
77%
78%
National Average n= 3161
Alberta n= 380
British Columbia n= 359
Manitoba n= 53
New Brunswick n= 105
Newfoundland n= 62
Nova Scotia n= 114
Ontario n= 1811
Prince Edward Island n= 50
Quebec n= 200
Saskatchewan n= 27
Satisfaction Importance
Yellow = Opportunity Areas
Calculated using Top 2 Box – Bottom 6 Boxes on a 10 point scale (removes
passive respondents)
National Farmers' Market Impact Study 2009 Report
34
Impact of Locally Produced Products
• National Comparison of Importance versus Satisfaction with delivery of local products by province
Source: Customer Survey
63%
67%
68%
65%
57%
50%
50%
61%
59%
69%
81%
68%
58%
69%
79%
64%
77%
75%
69%
66%
77%
74%
National Average n= 3161
Alberta n= 380
British Columbia n= 359
Manitoba n= 53
New Brunswick n= 105
Newfoundland n= 62
Nova Scotia n= 114
Ontario n= 1811
Prince Edward Island n= 50
Quebec n= 200
Saskatchewan n= 27
Satisfaction Importance
Yellow = Opportunity Areas
Calculated using Top 2 Box – Bottom 6 Boxes on a 10 point scale (removes
passive respondents)
National Farmers' Market Impact Study 2009 Report
35
Did you make a purchase today?
If not, do you intend to make a purchase today?
Intend to
Purchase
11%
Don't Intend to
Purchase
3%
No
14%
Yes
86%
Purchase Intent Profile
• 97% of market customers have made or intend to make a purchase at the market
Source: Customer Survey
National Farmers' Market Impact Study 2009 Report
36
What are your reasons for not purchasing or intending to purchase today?
5%
18%
69%
1%
7%
12%
9%
67%
3%
3%
3%
28%
63%
0%
9%
0%
18%
79%
0%
9%
Price
Couldn't find what I wanted
Wasn't planning on buying
anything just browsing
Did not take credit or debit
cards
Other
National Average n= 99 Small n= 31 Medium n= 33 Large n= 35
Reasons for Not Purchasing
• Small market customer purchasing is more likely to be impacted by price
• Large markets are more impacted by non-purchaser browsing
Source: Customer Survey
Other Responses
staying at hotel, can buy at grocery store, lack of
money, have my own garden, long walk home, I do
not have a cooler
National Farmers' Market Impact Study 2009 Report
37
Can you identify the categories of products you have purchased
or intend to purchase today?
75%
58%
34%
9%
9%
8%
7%
7%
5%
5%
5%
3%
2%
1%
Vegetables
Fruits
Baked goods
Eggs
Snack bars/restaurants
Dairy products
Specialty food
Herbs
Tea/coffee
Honey
Jams jellies preserves
Spreads and dips
Candy
Maple products
National Average n= 3174
Products Purchased -- Fruit/Vegetables/Other Food Categories
Source: Customer Survey
National Farmers' Market Impact Study 2009 Report
38
Products Purchased -- Meat/Fish
Source: Customer Survey
Can you identify the categories of products you have purchased
or intend to purchase today?
18%
3%
3%
Meat/meat products
Fish
Smoked meat
National Average n= 3174
National Farmers' Market Impact Study 2009 Report
39
Can you identify the categories of products you have purchased
or intend to purchase today?
9%
4%
3%
2%
1%
1%
1%
1%
0%
0%
Fresh Flowers
Other
Arts/crafts
Jewellery
Woolen and knitted
products
Bedding plants
Alternative medicines
Wood products
Pottery
Leather goods
National Average n= 3174
Products Purchased -- Non-Food
Source: Customer Survey
National Farmers' Market Impact Study 2009 Report
40
$32.06
$23.68
$30.56
$42.99
National Average n= 3174 Small n= 1155 Medium n= 1000 Large n= 1019
In-Market Spending
Source: Customer Survey
Average =
$32.06
Average =
$32.06
3%
30%
12%
2%
46%
3%
4%
$0 $1-20 $21-40 $41-60 $61-80 $81-100 $101+
Spend
% of customer
s
National Average n= 3174
• Customers spent/intend to spend an average of $32.06. Small and medium market customers spend less and large
market customers spend more than average
How much did you spend or do you intend to spend
at this farmers’ market today?
How much did you spend or do you intend to spend
at this farmers’ market today?
National Farmers' Market Impact Study 2009 Report
41
In-Market Spending
Source: Customer Survey
• Spending appears higher in provinces with large markets
$32.06
$53.10
$31.48
$45.68
$21.48
$26.06
$45.16
$27.67
$34.81
$30.20
$20.63
National Average n= 3174 Alberta n= 380 British Columbia n= 359
Manitoba n= 53 New Brunswick n= 105 Newfoundland n= 62
Nova Scotia n= 114 Ontario n= 1824 Prince Edward Island n= 50
Quebec n= 200 Saskatchewan n= 27
How much have you spent or do you plan to spend
at this farmers’ market today?
National Farmers' Market Impact Study 2009 Report
42
Additional Spending in Region
Source: Customer Survey
How much additional shopping or eating are you planning on doing while
in this area of town today?
$18.44
$14.14
$18.34
$19.80
National Average n= 3174 Small n= 1155 Medium n= 1000 Large n= 1019
How much additional shopping or eating are you planning on
doing while in this area of town today?
60%
9%
6%
2%
18%
4%
1%
$0 $1-20 $21-40 $41-60 $61-80 $81-100 $101+
Spend
% of customers
National Average n= 3174
Average =
$18.44
How much additional shopping or eating are you planning on
doing while in this area of town today?
60%
9%
6%
2%
18%
4%
1%
$0 $1-20 $21-40 $41-60 $61-80 $81-100 $101+
Spend
% of customers
National Average n= 3174
• Most customers plan to spend additional money shopping or eating after their visit to the farmers’ market
National Farmers' Market Impact Study 2009 Report
43
Additional Spending in Region
Source: Customer Survey
How much additional shopping or eating are you planning on doing while
in this area of town today?
$18.44
$20.73
$24.03
$11.32
$21.73
$20.05
$19.74
$17.18
$29.79
$13.24
$5.74
National Average n= 3174 Alberta n= 380 British Columbia n= 359
Manitoba n= 53 New Brunswick n= 105 Newfoundland n= 62
Nova Scotia n= 114 Ontario n= 1824 Prince Edward Island n= 50
Quebec n= 200 Saskatchewan n= 27
•By Province
National Farmers' Market Impact Study 2009 Report
44
Average Spend by Type of Customer
Source: Customer Survey
• Cottagers/Seasonal Residents are big spenders
$32.11
$31.50
$41.43
$31.38
Permanent Resident n= 2777 Visitor n= 277 Cottager n= 28 Tourist n= 53
How much have you spent or do you intend to spend
at this farmers’ market today?
National Farmers' Market Impact Study 2009 Report
45
Impact of Debit, Credit, ATM on Purchase
Source: Customer Survey
• 18-28% of customers feel that electronic cash/ payment systems on-site would have a positive impact on
spending
24%
19%
21%
18%
24%
20%
28%
23%
I would have spent more
money if there was a
debit/credit card machine
available at each
vendor/stall
I would have spent more
money if there was an
ATM machine available at
this farmers' market
% Strongly Agree / Agree
National Average n= 3174 Small n= 1155 Medium n= 1000 Large n= 1019
National Farmers' Market Impact Study 2009 Report
46
Food Safety Perception
• Most customers believe that markets have better/the same food safety practices than grocery stores
Source: Customer Survey
46%
35%
12%
6%
Farmers' market
practices are better
than the grocery
store
Grocery store
practices are about
the same as the
farmers' markets
No opinion/I don't
care/it doesn't
matter to me
Grocery store
practices are better
than the farmers'
markets
National Average n= 3174
What is your perception of farmers’ market food safety
in relation to grocery store practices?
National Farmers' Market Impact Study 2009 Report
47
14%
28%
53%
4%
National Average n= 3174
Significantly exceeded my expectations Exceeded my expectations
Met my expectations Below my expectations
Significantly below my expectations
People who visit frequently know
what to expect
Meeting Expectations
• Adding new or unexpected elements to markets will aid in “surprising” loyal customers and improving the overall
experience
Source: Customer Survey
Very low customer disappointment
Healthy number of positive
experiences
How did your experience at this farmers’ market
meet your expectations today?
National Farmers' Market Impact Study 2009 Report
48
Suggestions for the Market
Source: Customer Survey
33%
17%
11%
8%
8%
8%
7%
7%
7%
5%
5%
4%
4%
4%
3%
2%
1%
29%
Cannot think of any changes needed
More vendors/more selection
Open additional days
Open longer hours
Open all year round
Improved parking access
Place to sit down and relax
Place to sit and have a coffee and a snack
Cheaper prices
Better washrooms
Greater variety of soft goods
Indoor facilities
Live entertainment
ATM available in the market
Greater variety of food products
Individual vendors accepting credit or debit cards
Different location
Other
National Average n= 3174
Most Popular
Suggestions
Least Popular
Suggestions
More vendors/
More selection:
Bigger market,
more variety of
products/produce
offered
*”Other” responses differed greatly by market
• Varied responses based on individual market conditions – many customers suggested more selection and
more open hours
What suggestions do you have for improving this farmers’ market?
Open Additional
Days:
More days during the
week, different days
throughout the week
than currently
scheduled
National Farmers' Market Impact Study 2009 Report
49
Non-User Insights
National Farmers' Market Impact Study 2009 Report
50
Non-User Profile
Source: Non-User Survey
• Users = those who regularly, frequently, often OR occasionally visit a farmers’ market
• Non-Users = those who rarely OR never visit a farmers’ market
* Source: Statistics Canada, 2006 Census of Population, Statistics Canada catalogue no. 97-551-XCB2006009, Customer Survey
What province do you live in?
0%
1%
2%
2%
3%
3%
9%
11%
20%
48%
0%
2%
2%
3%
3%
4%
11%
13%
23%
39%
Prince Edward Island
Newfoundland and Labrador
New Brunswick
Nova Scotia
Saskatchewan
Manitoba
Alberta
British Columbia
Quebec
Ontario
Non-Users n=1308 Total Canada
In what country were you born?
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
1%
1%
2%
5%
88%
Philippines
Do not know
Viet Nam
Portugal
Poland
China, People's Republic of
Germany
Italy
India
I would rather not say
Hong Kong
United States
United Kingdom
Other
Canada
Non-Users n=1308
National Farmers' Market Impact Study 2009 Report
51
Non-User Demographics
Source: Non-User Survey
Respondents skewed female as they
were pre-qualified prior to completing
the survey for the following:
¾ Had to be primarily responsible
or shared responsibility for their
household grocery shopping
¾ Had to be over the age of 17
¾ Had to have never visited a
farmers’ market or only visited
once or twice
• Non-User profile differs from Market Shopper: 10% more males/ younger median age
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0-17 18-24 25-44 45-64 65+
Age Group
Non-Users n=1308 Users n=3207 Canadian Population
Non-User Gender
(n=1308)
38%
62%
Male Female
National Farmers' Market Impact Study 2009 Report
52
Usual Grocery Shopping Destination
Source: Non-User Survey
• Non-users were slightly more likely to use supermarkets in contrast to farmers’ market users who engage
many alternate food sources such as health food stores, markets, farms and organic grocers
To what extent are you responsible for grocery shopping in
your household?
0%
35%
65%
Someone else is
primarily responsible for
grocery shopping in my
household
I share the responsibility
with another member of
my household
I am primarily
responsible for grocery
shopping in my
household
Non-Users n=1308
1%
1%
1%
2%
4%
5%
10%
13%
30%
34%
79%
Organic Grocer
Directly from a farm
Farmers' Market
Health Food Store
Other
Specialty/Ethnic Food Store or Market
Convenience Store
Small Grocery Store
Big Box Retailer (such as Costco, Wal-Mart)
Independent Grocer (IGA, Foodland, etc.)
Supermarket (National Brand such as Loblaws,
Maxi-Maxi Plus, No Frills, etc.)
Non-Users n=1308
Where do you usually shop for your grocery needs?
National Farmers' Market Impact Study 2009 Report
53
Reasons for Not Visiting Farmers’ Markets
Source: Non-User Survey
• Location, awareness and convenience are key reasons for not visiting
Opportunities
to Attract New
Users
What are your reasons for not visiting farmers' markets?
0%
1%
3%
5%
6%
9%
10%
14%
17%
23%
30%
48%
The food products are not fresh enough
The variety of arts and craft products at my local
farmers' market is too limited
I prefer to buy at a store with food from my home
country
The variety of food products at my local farmers'
market is too limited
Other
The parking at my local farmers' market is not
very good
The food products are too expensive
My local farmers' market does not have
convenient hours of business
I don't have time to shop at a farmers' market
I like to do all of my shopping at one place
I am not aware of a farmers' market in my area
A farmers' market is not conveniently located
close to me
Non-Users n=1308
National Farmers' Market Impact Study 2009 Report
54
Factors Encouraging Farmers’ Market Visitation
Source: Non-User Survey
• Location, convenience, competitive pricing and variety will attract new customers
Calculated using Top 2 Boxes – Bottom 6 Boxes on a 10 point scale
(removes passive respondents)
-71%
-60%
-50%
-41%
-29%
-28%
-25%
-19%
-13%
-11%
-8%
-3%
5%
12%
22%
30%
33%
Entertainment
A large variety of arts and crafts items
A market dedicated to organically grown food products
A market accessible by public transportation
Attractive facilities
Food from my home country
A website that helps me locate a farmers' market
More information about products offered at local farmers' markets
A market where vendors speak my language
Other
More information about local markets close to my home
Convenient parking
A market dedicated to locally produced food products
A large variety of food items
Convenient days and hours of operation
Competitive pricing (comparable or cheaper than the grocery store)
A market conveniently located in my neighborhood
Non-Users n=1308
How likely would each of the following factors encourage you to visit a farmers’ market?
National Farmers' Market Impact Study 2009 Report
55
Vendor Profile
National Farmers' Market Impact Study 2009 Report
56
Vendor Products
Source: Vendor Survey
• Percent of vendors selling product categories
Observed Vendor Category
37%
23%
15%
12%
9%
8%
7%
4%
4%
4%
3%
2%
2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
Vegetables
Fruits
Baked Goods
Arts/Crafts
Meat/Meat Products
Fresh Flowers
Jams Jellies Preserves
Honey
Jewellery
Specialty Food
Herbs
Eggs
Woolen and Knitted Products
Bedding Plants - Seedlings
Dairy Products
Maple Products
Wood Products
Smoked Meat
Fish
Other
Snack bars/Restaurants
Tea/Coffee at-home consumption
Candy
Alternative Medicines
Soap
Spreads and Dips
Photography
Candles/Beeswax
Leather Goods
Pottery
National Average n= 487
National Farmers' Market Impact Study 2009 Report
57
Vendor Profile by Production Type
Source: Vendor Survey
• 79% of vendors identified themselves as “Primary Producers”
What percentage of the products that you sell at the market have you grown
yourself?
5%
5%
6%
84%
under 25%
25-49.99%
50-74.99%
75%+
National Average n= 446
Has this increased, decreased or stayed the same since last year?
17%
5%
65%
13%
Increased
Decreased
Stayed the same
New vendor
National Average n= 436
Primary Producer = A vendor who sells agricultural products, food, arts
and crafts that they have produced
Producer/Dealer = a vendor who sells agricultural products, food, arts
and crafts that they have produced but who often sells items bought from
local producers or wholesalers
Reseller = A vendor who only sells products bought from local producers
or wholesalers
What t
y
pe of vendor/seller would
y
ou consider
y
ourself?
79.2%
12.3%
8.4%
Primary Producer Producer/Dealer Reseller
National Farmers' Market Impact Study 2009 Report
58
Vendor Profile by Production Type by Province
Source: Vendor Survey
What percentage of the products that you sell at the market, have you grown yourself?
5%
5%
2%
7%
6%
9%
5%
5%
0%
7%
8%
4%
36%
6%
5%
2%
8%
7%
18%
84%84%
95%
100%
80%
100%
85%
84%
100%
36%
100%
n= 446n= 37n= 43n= 10n= 15n= 8n= 13n= 286n= 5n= 22n= 7
National
Average
AlbertaBritish
Columbia
ManitobaNew
Brunswick
NewfoundlandNova ScotiaOntarioPrince Edward
Island
QuebecSaskatchewan
under 25% 25-49.99% 50-74.99% 75%+
National Farmers' Market Impact Study 2009 Report
59
Vendor Profile by Production Type by Province
Source: Vendor Survey
Has this increased, decreased or stayed the same since last year?
17%
38%
47%
0%
12%
32%
5%
8%
0%0%0%
6%
14%
65%
43%
42%
92%
72%
36%
13%
11%
11%
10%
13%
88%
8%
11%
20%
18%
0%
14%
0% 0% 0%
20%
0%
13%
0%0%
87%
0%
80%
86%
70%
n= 436n= 37n= 38n= 10n= 15n= 8n= 13n= 281n= 5n= 22n= 7
National
Average
AlbertaBritish
Columbia
ManitobaNew
Brunswick
NewfoundlandNova ScotiaOntarioPrince
Edward
Island
QuebecSaskatchewan
Increased Decreased Stayed the same New vendor
National Farmers' Market Impact Study 2009 Report
60
Vendor Profile by Frequency of Sales by Province
• 95% of vendors sell “weekly” while in-season
95%
100%
84%
91%
100%
75%
100%
97%
100%
88%
100%
Yes
National Average n= 486 Alberta n= 40 British Columbia n= 45
Manitoba n= 11 New Brunswick n= 15 Newfoundland n= 8
Nova Scotia n= 14 Ontario n= 317 Prince Edward Island n= 5
Quebec n= 24 Saskatchewan n= 7
Do you sell at this farmers’ market every week?
National Farmers' Market Impact Study 2009 Report
61
Number of Markets Attended
• 40% of vendors only sell at one market - - the rest attend more than one
Source: Vendor Survey
21%
18%
7%
5%
1%
7%
40%
21%
19%
8%
7%
2%
12%
31%
20%
16%
7%
5%
1%
5%
48%
24%
21%
6%
5%
1%
2%
41%
1
2
3
4
5
6+
Just this one
National Average n= 487 Small n= 178 Medium n= 198 Large n= 111
How many other farmers’ markets do you attend?
National Farmers' Market Impact Study 2009 Report
62
Number of Markets Attended
• National Comparison – wide variation between provinces
Source: Vendor Survey
21%
28%
16%
27%
47%
71%
16%
80%
29%
43%
18%
25%
22%
9%
33%
14%
16%
20%
17%
43%
7%
5%
16%
13%
13%
7%
4%
5%
18%
11%
4%
4%
14%
1%
3%
7%
1%
7%
10%
13%
9%
40%
13%
22%
55%
88%
14%
49%
46%
7%
n= 487n= 40n= 45n= 11n= 15n= 8n= 14n= 318n= 5n= 24n= 7
National
Average
AlbertaBritish
Columbia
ManitobaNew BrunswickNewfoundlandNova ScotiaOntarioPrince Edward
Island
QuebecSaskatchewan
1 2 3 4 5 6+ Just this one
How many other farmers’ markets do you attend?
National Farmers' Market Impact Study 2009 Report
63
Vendor Income Trending
Source: Vendor Survey
• Most vendors state that their business is increasing; a positive sign since vendors are deriving a significant portion
of their income from farmers’ market activities.
49%
7%
30%
13%
47%
9%
30%
14%
46%
4%
35%
15%
59%
10%
20%
10%
Grown bigger
Become smaller
Stayed the same
New vendor
National Average n= 478 Small n= 173 Medium n= 197 Large n= 108
33%
25%
16%
26%
44%
20%
14%
22%
28%
27%
19%
26%
27%
28%
15%
31%
under 25%
25-49.99%
50-74.99%
75%+
National Average n= 449 Small n= 166 Medium n= 185 Large n= 98
In broad terms, can you estimate the percentage of your total farm
income that is derived from your participation in farmers’ markets? Is it …
Over the past year, has your business at farmers’ markets …
National Farmers' Market Impact Study 2009 Report
64
Distance Travelled to Market
• 71% of vendors travel less then 50 km but many vendors are traveling large distances to participate
Source: Vendor Survey
71%
17%
11%
1%
1%
71%
14%
14%
1%
1%
70%
19%
10%
1%
1%
73%
17%
9%
0%
1%
0-50km
50-100km
101-500km
501-1000km
>1000km
National Average n= 482 Small n= 175 Medium n= 197 Large n= 110
What is the typical distance you travel to get to this farmers’ market? (in kms)
National Farmers' Market Impact Study 2009 Report
65
Job Creation
Source: Vendor Survey
• 55% of vendors report the creation of up to 5 jobs as a result of market participation
32%
55%
8%
3%
2%
1%
24%
59%
10%
4%
2%
1%
43%
49%
6%
1%
1%
0%
27%
58%
7%
3%
3%
2%
0
1-5
6-10
11-15
16-20
20+
National Average n= 478 Small n= 177 Medium n= 194 Large n= 107
How many jobs have been created from your participation in this farmers’ market?
National Farmers' Market Impact Study 2009 Report
66
Customers Served/ Growth
Source: Vendor Survey
• 51% of vendors serve between 50 and 199 shoppers each market day, a number which vendors believe is
increasing!
On an average day, how many shoppers would you estimate that you serve?
(unaided)
8%
18%
26%
25%
12%
12%
10%
22%
27%
27%
14%
13%
10%
21%
30%
27%
12%
7%
7%
14%
30%
34%
14%
31%
under 25
25-49
50-99
100-199
200-299
300+
National Average n= 478 Small n= 153 Medium n= 184 Large n= 83
In the past 2 years, do you feel the # of shoppers at your site on an average
day increased or decreased?
50%
9%
27%
15%
50%
8%
27%
15%
45%
9%
30%
16%
59%
9%
22%
11%
Increa sed
Decreased
Stayed the same
New vendor
National Average n= 481 Small n= 175 Medium n= 195 Large n= 111
National Farmers' Market Impact Study 2009 Report
67
Average Daily Sales Trending
Source: Vendor Survey
• 26% of vendors sell over $1000 worth of product each market day
• 67% of vendors sell between $100 and $999 worth of product each market day
On an average day, what would you estimate your sales to be? (unaided)
6%
38%
29%
16%
7%
3%
0%
7%
35%
30%
19%
7%
2%
0%
7%
43%
29%
13%
6%
2%
0%
1%
33%
29%
20%
9%
8%
1%
under $100
$100-$499.99
$500-$999.99
$1000-$2499.99
$2500-$4999.99
$5000-$9999.99
$10000+
National Average n= 431 Small n= 161 Medium n= 178 Large n= 92
In the past 2 years, has the value of your sales on an average day increased
or decreased?
50%
7%
29%
14%
48%
6%
32%
15%
45%
7%
32%
16%
63%
8%
20%
10%
Increased
Decreased
Stayed the same
New vendor
National Average n= 468 Small n= 174 Medium n= 189 Large n= 105
National Farmers' Market Impact Study 2009 Report
68
Debit/Credit/ATM Interests
Source: Vendor Survey
• 7% of vendors take credit cards, 5% debit cards. 27% of vendors believe they would sell more if they had a credit/debit facility
• 53% of vendors believe that an ATM in or near the market would lead to higher sales
I would have sold more products if there was a debit/credit card machine
available for each vendor
11%
15%
10%
38%
26%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
National Average n= 465
21%
32%
8%
21%
18%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
National Average n= 336
I would have sold more products if there was an ATM machine
available at this farmers’ market
Do you accept credit or debit cards for purchases? (unaided)
7%
5%
96%
Credit Card
Debit Card
Cash only
National Average n= 487
National Farmers' Market Impact Study 2009 Report
69
Negative Factors Impacting Vendors
Source: Vendor Survey
• Cost of fuel and other inputs are negative factors impacting vendors – shortage of labour was also frequently
mentioned
To what extent are each of the following factors negatively impacting your business
(on a scale of 1 to 5 where 1 is not impacting and 5 is very significantly impacting - averages)
3.3
3.1
2.6
2.3
2.3
2.1
2.1
2.0
1.7
Cost of fuel
Cost of other inputs
(feed,fertilizer)
Cost of packaging
Farm/business taxes
Food safety regulations
(proce ssing)
Food safety regulations
(selling)
Product marketing issues
Labeling regulations
Urban encroachment
National Farmers' Market Impact Study 2009 Report
70
Vendor Pleasure Points
Source: Vendor Survey - Coded Verbatim Comments
• Vendors are attracted to the community and social aspects of farmers’ market participation
What do you like best about this market? What do you think works well?
25%
25%
20%
17%
16%
14%
14%
12%
7%
7%
6%
6%
6%
5%
3%
2%
1%
1%
Friendly
Community
Design
Location
Atmosphere
Traffic Flow
Variety
Social
Convenient Days/Hours
Management
Authentic
Face-to-face
Sales
Quality
Outdoors
Parking
Marketing Efforts
Market Growth
National Average n= 487
National Farmers' Market Impact Study 2009 Report
71
Vendor Pleasure Points
Community
‘”[The market] attracts a lot of people, [has] lots of events,
musicians, community. [It’s] consistent, well-organized. The
location [and] vendor spots can be reserved.”
Medium Market,
British Columbia
“There is a limit on each category. Everyone comes out in the
community and the market is located in a good location.”
Medium Market, British Columbia
“You get to market your product to people you would not
normally see. I like being around the other vendors; I can talk to
people and share ideas.”
Small Market, Alberta
“Parking is great. it is a nice market and in a way it is good we
don't have tourists, locals coming on a regular basis, supply is
great convenient demand and size of market. it is fun for the
most part.”
Small Market, Ontario
Location
“I like that it is open year round and that it is open indoors and
that I only work 3 days a week.”
Large Market, Alberta
“I love the location, lots of amenities, [and] eclectic group of
people. The group of farmers that are there stay true to the
ideology of farming.”
Small Market, Ontario
‘”The location is great; located near natural surroundings. And
there is lots of open space.”
Medium Market, Ontario
Design
“I don't have to set up a tent - the awning is permanent. [There
are] lots of friends here and getting to meet people.”
Small
Market, Saskatchewan
“That I can leave my stuff set up all week.”
Large Market, New
Brunswick
“There is lots of parking. I can unload everything easily, there is
plenty of room between the vendors, the customers are also
family oriented and the management is good.”
Medium Market,
British Columbia
Friendly
“Storage and [the] help with table set-up.”
Small Market, Alberta
“Atmosphere – [it’s] like a small village where friends can get
together. The close relationships that are built with customers.”
Large Market, British Columbia
“Friendliness, quality of products - organic, local. The support
from the community, and the location.”
Medium Market, British
Columbia
“I enjoy the one on one time i get to have with my customers.”
Large Market, Alberta
‘”I like the signage to get here. It was very easy. Volunteers were
here ready to help and the market manager walks around giving
all vendors water.”
Medium Market, British Columbia
Source: Vendor Survey
•“In their own words”
National Farmers' Market Impact Study 2009 Report
72
Vendor Pain Points
Source: Vendor Survey - Coded Verbatim Comments
• Market design and parking are key issues for vendors
What do you like least about this market? What do you think doesn't work well?
12%
8%
8%
7%
7%
7%
7%
5%
5%
4%
3%
3%
2%
2%
2%
1%
1%
1%
1%
Design
Parking
Outdoors
Management
Variety
Inconvenient Days/Hours
Location
Traffic Flow
Marketing efforts
Unloading
Inter-Vendor Relationships
Crowding
Authenticity
Atmosphere
Sales
Cleanliness
Community Support
Cost
Activities
National Average n= 487
Outdoors:
Sales:
weather
elements/effects, too
cold, too hot,
weather causing less
traffic, etc.
poor sales, price-
related issues (i.e.
price instability
among vendors,
price-cutting, etc.
National Farmers' Market Impact Study 2009 Report
73
Vendor Pain Points
Design
“[It] needs a seating place. We need to have a permanent site,
more vehicles (out-of-market site). Power and water should be
available to everyone.”
Small Market, Alberta
“Too many browsers just having a ‘Sunday outing’.”
Medium
Market, Alberta
“Not owning this space. 2 or 3 times a year they would have
other events at this spot and we could be forced to stop. I would
prefer a permanent space.”
Medium Market, Ontario
“Money is not accessible in that there is no cash machine.”
Medium Market, Quebec
“We don't have our own building. It looks like crap. We need our
own building.”
Large Market, New Brunswick
Management
“Management has not done a good job of enforcing their own
rules. The stalls are not consistently far enough. You don't get a
nice straight line. It chokes traffic.”
Small Market, Alberta
“The hours of operation for the markets are suited for the vendors
and not the customers.”
Medium Market, Quebec
“BCFA rules that we can only sell what we grow personally. Why
can’t we share the growing and the selling of let’s say carrots
(local produce)?”
Medium Market, British Columbia
“Enforce the [no] dog rule - they don't and it's a safety issue.”
Medium Market, Ontario
“I don’t like it when they sound a horn to start and end a market.
Vendors should be able to sell whenever the market is open.”
Medium Market, British Columbia
Outdoors
“[It] could use security because there is a chance that booths left
unattended could experience theft. [An] indoor area would be
nice for the Fall.”
Medium Market, British Columbia
“I wish it was in a park - concrete just kills the mood. Allowing
people to come even if they haven't grown everything
themselves.”
Small Market, Ontario
“More food vendors - balance the market out better with craft
vendors. I would like to see a indoor/year-round market.”
Large
Market, British Columbia
Parking
“Parking is bad for driving customers. Hours are long; if I’ve sold
out early than waiting until 3pm is too long.”
Large Market,
Manitoba
“I do not like how poor the parking facilities are.”
Medium
Market, British Columbia
“Loading is troublesome at times. There is a lot of carry when
you can't pull up.”
Large Market, Ontario
Source: Vendor Survey
•“In their own words”
National Farmers' Market Impact Study 2009 Report
74
Marketing Efforts:
improved informational
signage, improved
advertising, promotions,
road signs
19%
16%
11%
10%
9%
8%
7%
4%
4%
3%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
Marketing Efforts
Building Design
More Vendors
Improved Guidelines
Parking
Market Days/Hours
Management
Payment Methods
Support
Authenticity
Washrooms
Crowding
Atmosphere
Less Vendors
Location
Cleanliness
Costs/Fees
Communication
Quality
Unloading/Loading
National Average n= 487
Vendor Suggestions for Improvement
Source: Vendor Survey – Coded Verbatim Comments
• Improved marketing efforts top vendor suggestions
Building Design:
heat, electricity, permanent
site/stalls, seating, space,
wider aisles, tarp coverings,
aesthetics, etc.
Improved
Guidelines
no dogs, no smoking, no
re-sellers, permanent-site
markets, etc.
What suggestions do you have for improving this farmers’ market?
National Farmers' Market Impact Study 2009 Report
75
Vendor Suggestions for Improvement
Marketing Efforts
“If OFA could do radio advertising during months of July and
August and take clips of markets for promos on TV (i.e. public
service announcement for tourism).”
Medium Market, Ontario
“Each stand should be equipped with water electricity and shade
and some more advertising.”
Medium Market, Ontario
“Fridays need more entertainment or something to draw the
people in.”
Medium Market, Nova Scotia
Improved Guidelines
“The definition of ‘seasonal products’ should be enforced. FMO
sets down a number of definitions for ‘seasonal’. There is a
problem with part-time crafters. FMO should act as a fair
arbitrator. Set-up an arbitration committee.”
Medium Market,
Ontario
“Food safety is a little over the top. [We need] consistency in food
safety inspectors. More adequate power available.”
Medium
Market, British Columbia
“I would like to sell eggs but am not currently allowed to by the
egg marketing board. MB chicken producers is discouraging
small chicken farmers.”
Large Market, Manitoba
“There should be more parking. The government should promote
and support local producers and provide clearer regulation of
Organic Certification.”
Small Market, Saskatchewan
“Standardize the layout, extend the hours of the market. Some
vendors get 2 tables instead of 1 for the same amount of rent.”
Medium Market, Ontario
“There should be credit/debit on-site (shared cost). There should
be assigned spots for full time vendors and this should repeat
over the years.”
Medium Market, British Columbia
Building Design
“Location issues [although] police presence has really improved
the situation. [I] would like to extend the growing season!”
Large
Market, British Columbia
“Year-round indoor facility with expansion outside in the summer.
A seminar for vendors for reducing crime at tables.”
Large
Market, British Columbia
“Year-round market. And support from the city (i.e. access to
building). Indoor/outdoor market in the summer.”
Large Market,
British Columbia
“We could utilize the outside better, clean up more and advertise
more.”
Small Market, Prince Edward Island
More Vendors
“Open it up to crafters to fill the building. There is a pool of
talented craft makers that need a place to call home.”
Small
Market, Saskatchewan
Source: Vendor Survey
•“In their own words”
National Farmers' Market Impact Study 2009 Report
76
National Farmers’ Market Interests
Source: Vendor Survey
• Marketing support (including website and bags) are strong vendor interests
• Insurance is of interest to 39% of vendors
39%
69%
74%
68%
36%
75%
69%
72%
40%
65%
76%
67%
41%
66%
77%
63%
Discounted group insurance
Cloth shopping bags
Website Directory
Other Marketing Support
National Average n= 487 Small n= 178 Medium n= 198 Large n= 111
Would you find value in the following services if they were offered by
a National Farmers’ Markets Association?
National Farmers' Market Impact Study 2009 Report
77
Market Manager Insights – Market Profile
National Farmers' Market Impact Study 2009 Report
78
Market Manager Insights – Market Profile in 2008
• 57 % of markets are open Saturdays; 24% Fridays; 17% Thursdays; 2% other days
• 34 % of markets are open more than 26 days per year; 40% of markets are open between 16 and
25 days
• August is the peak sales month
• 56 % of markets are outdoor; 20% indoor; 24% both indoor and outdoor
• 46 % of markets serve municipalities with populations below 10,000
• Market managers classify 68% of their vendors as “primary producers”
• 80 % of market managers report that the number of shoppers has increased (56%) or stayed the
same (24%)
• 81% of market managers report that the number of vendors at their markets have increased (48%)
or stayed the same (35%)
• 81% of market managers report that the number of “primary producer” vendors has increased
(33%) or stayed the same (48%)
• 91% of markets are funded by vendor/booth rentals
• 68% of market managers report no financial support from governments or associations in the past
5 years
• 86% of markets have not had an economic impact assessment
• At markets reporting insurance policies, the average market premium is $1123 annually; 93% of
markets have no claim history
• Please see detailed market manager database and profile book for detailed findings by market
National Farmers' Market Impact Study 2009 Report
79
Market Manager Insights – Suggested Growth Factors
• Market managers suggested four major
factors that would contribute to their
market’s growth
– More advertising and special events
– More vendors with other products
– More food vendors
– Marketing support
• Other factors related to:
– Physical improvements
– Extended market season / hours
– Website directory
In your opinion, what factors would contribute to the growth of
your market?
4%
7%
8%
10%
11%
12%
13%
13%
13%
13%
15%
16%
18%
37%
38%
45%
51%
Improved waste management/recycling
Extended market hours
Proximity to public transportation
Improved accessibility
Extended market season
Improved / addition of washrooms
A more convenient location
Website directory
Better Parking
Other
Place to sit and have a coffee/snacks
Updated all season building
Expanded location
Marketing support
More food vendors
More vendors with other products
More advertising or special events
National Farmers' Market Impact Study 2009 Report
80
Economic Impacts
National Farmers' Market Impact Study 2009 Report
81
Economic Impact Assessment
Summary
• There are 508 known farmers’ markets in Canada, some of which are
represented by provincial farmers’ markets associations.
• Economic impacts of farmers’ markets were estimated using detailed methods
employing traffic count and shopping expenditure data from 70 markets visited
(14% of known markets) and from survey reports from 282 market managers
(56% sampling).
• Direct sales for farmers’ markets in Canada are estimated at $1.03 billion,
with economic impacts ranging from $1.55 to $3.09 billion, based on a
multiplier range of 1.5 to 3.0.
