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Greenbelt Farmers' Market Network Study: Shaping Local Food Systems

Insights from various market studies reveal trends among farmer vendors, market revenue importance, shifting market items, and strategies to strengthen local food sales systems for sustainable growth.

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Greenbelt Farmers' Market Network Study: Shaping Local Food Systems

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  1. GTA AAC March 16, 2016

  2. Background Studies: Greenbelt Farmers’ Market Network • 2009 – Vendors & Market Mgrs (Indepth & Measurement) • 2010 – Market Shoppers (Summer Survey) • 2012 – Market Shoppers (Winter Survey) • 2015 – Vendors (Summer Survey) Funded by Friends of the Greenbelt Foundation

  3. Summer 2015 Vendor Study Details: • 108 in-person interviews (82 farmer-vendors) • 30 markets • In, around & beyond the Greenbelt

  4. Here’s what we learned

  5. New farmer category has emerged: second career farmers

  6. Farmers differ: acreage……

  7. Comparing 1st & 2nd career farmers – 2nd career are: • 79% self taught • 30% lease all land – less secure • Fewer employees – average 1.4 (3.0) • Less market experience – average 6.6 yrs • Less market income – 50% from ‘other sources’ • 1/3 need/want loans/grants • Lower sales (wholesale & farmgate) more to other channels • Big internet users – 96% have website

  8. Farmers younger than ‘other’ vendors

  9. Market revenue more important for farmer vendors

  10. Farmer Vendor revenue sources are shifting….

  11. Sales may trend upwards ….

  12. Expanding more than reducing market activity

  13. Market Items Shifting: More produce, meat, herbs but less fruit

  14. Do markets lead to new sales channels?

  15. New sales opportunities

  16. New contacts & sales channels………..

  17. Vendors report consumers want facts: farms, recipes, local & organic food

  18. Your questions

  19. Farmers want to expand market season & product offerings

  20. Farmers respond to consumer demands

  21. Farmers adopt new & old ways to reach consumers

  22. Key Learning: Local food sells $ Expansion of small scale farming Innovation can pay off Customer ‘engagement’ imp. Farmers learning marketing skills Markets = ‘farm to table’ Strengthen local food system Markets viable sales outlets Lead to other buyers/channels Sales ops: farmgate, CSA’s

  23. How to strengthen local food sales/systems: • Access to loans/grants to expand local food production • Support development of marketing/promotion skills • Expand links between local food system players/buyers • Educate consumers: ‘farming 101’, food literacy, local buying impacts • Expand access to markets – select new locations carefully

  24. Markets ideal for testing new varieties & products • Essential to keep records & track sales by category • Set prices based on facts • Streamline organic certification – 39% ‘non-certified organic’ • Fix declines in fruit production

  25. Your questions & ideas …Hélène St.JacquesINFORMA Market Researchhelene@informaresearch.comwww.informaresearch.com416-708-1228

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