Alberta Approved Alberta Approved Farmers’ MarketsFarmers’ Markets

……planned for qualityplanned for quality

Quality foodQuality food

Quality productsQuality products

Quality experiencesQuality experiences

Let’s talk about……Let’s talk about……

Trends & Survey ResultsTrends & Survey Results

Vision & Goals for the ProgramVision & Goals for the Program

The RegulationsThe Regulations

Role of a Sponsor & a Market ManagerRole of a Sponsor & a Market Manager

Role of AAFRD & AFMARole of AAFRD & AFMA

ResourcesResources

Grow West 2007Grow West 2007

Farmers’ Market Industry Farmers’ Market Industry TrendsTrends

Increased demand for fresh and Increased demand for fresh and organicorganic

Increase in unique & niche products Increase in unique & niche products Increased demand for homemadeIncreased demand for homemade

→ Popularity of shopping method increasingPopularity of shopping method increasing→ Some vendors becoming “big business”Some vendors becoming “big business”

Growth in urban, near-urban & tourist Growth in urban, near-urban & tourist marketsmarkets

Trends (continued)Trends (continued)

Pressure on vendors to produce, Pressure on vendors to produce, market, sellmarket, sell

Increased role of market manager – Increased role of market manager – volunteer vs paid managervolunteer vs paid manager

100% producer-based markets 100% producer-based markets Product pricing–how high can we Product pricing–how high can we

go?go? Aging vendor populationAging vendor population

Why Do Consumers Go?Why Do Consumers Go?

More removed from the family farmMore removed from the family farm Build trust relationship with Build trust relationship with

producerproducer→ Learn where their food comes fromLearn where their food comes from→ Sample unique productsSample unique products→ Learn about unique product usesLearn about unique product uses

Social atmosphere – destinationSocial atmosphere – destination Savor time – not save timeSavor time – not save time

Community BenefitsCommunity Benefits

Markets tend to accentuate, perpetuate, Markets tend to accentuate, perpetuate, and reflect the culture of the communityand reflect the culture of the community

Economic impact:Economic impact: shop in the areashop in the area eat or drink at neighboring facilitieseat or drink at neighboring facilities ““run errands” in the arearun errands” in the area

Social gathering – destination – coffee Social gathering – destination – coffee bars, entertainment-meet friendsbars, entertainment-meet friends

Market Quantification Market Quantification StudyStudy

Consumer study conducted in 2003Consumer study conducted in 2003 Valuing Farmers’ Markets, Farm Direct Valuing Farmers’ Markets, Farm Direct

Marketing, Ag Tourism & Regional CuisineMarketing, Ag Tourism & Regional Cuisine Current (2003):Current (2003):

Farmers’ Markets = $232 millionFarmers’ Markets = $232 million Future (2010):Future (2010):

Farmers’ Markets = $425 millionFarmers’ Markets = $425 million http://www1.agric.gov.ab.ca/$department/deptdocs.nsf/all/http://www1.agric.gov.ab.ca/$department/deptdocs.nsf/all/

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MQ Study (continued)MQ Study (continued)

87% of Albertans know about 87% of Albertans know about farmers’ marketsfarmers’ markets

60% of Albertans shop at farmers’ 60% of Albertans shop at farmers’ marketsmarkets

Average expenditure: Average expenditure:

$35 $35

VisionVision

The Alberta Farmers’ Market The Alberta Farmers’ Market Program provides leadership Program provides leadership and guidance so that and guidance so that entrepreneurs who entrepreneurs who ““make it, bake it, or grow it”make it, bake it, or grow it”

have community based direct have community based direct market access.market access.

Approved Market Program Approved Market Program GoalsGoals

Venue for producers to sell products directly to Venue for producers to sell products directly to consumersconsumers

Provide direct market access of safe and high Provide direct market access of safe and high quality Alberta agricultural and agri-food quality Alberta agricultural and agri-food productsproducts

Maximize or increase vendor profitabilityMaximize or increase vendor profitability

Enhance community developmentEnhance community development

To provide an opportunity for vendors and To provide an opportunity for vendors and managers to acquire skillsmanagers to acquire skills

Guidelines - OperationalGuidelines - Operational

Non-Profit SponsorNon-Profit Sponsor Not-for-profit Not-for-profit

community groupcommunity group

Chamber of Chamber of CommerceCommerce

MunicipalityMunicipality

Agricultural Society Agricultural Society

IncorporationIncorporation Non-profit Society Non-profit Society

under the under the Societies Act Societies Act (Alberta)(Alberta)

New generation New generation co-op under the co-op under the Cooperatives Act Cooperatives Act (Alberta)(Alberta)

Guidelines - OperationalGuidelines - Operational

Operate under a board (if Operate under a board (if incorporated) or advisory committee incorporated) or advisory committee (if sponsored)(if sponsored)

Elect, appoint, or hire a manager Elect, appoint, or hire a manager (preferably not also a vendor)(preferably not also a vendor)

Must carry liability insuranceMust carry liability insurance

Encourage vendor insuranceEncourage vendor insurance

Guidelines - VendorsGuidelines - Vendors

Priority to:Priority to: Alberta residentsAlberta residents agricultural producersagricultural producers persons who make, bake or grow their productspersons who make, bake or grow their products

Minimum 10 vendors selling AB products which Minimum 10 vendors selling AB products which they, a family member, or staff have grown, they, a family member, or staff have grown, produced or hand craftedproduced or hand crafted

80/20 rule – distributors, franchises, existing store 80/20 rule – distributors, franchises, existing store front owners, resale are discouragedfront owners, resale are discouraged

Used goods/flea market items prohibitedUsed goods/flea market items prohibited

What is included in the What is included in the 20%20%

Products that complement the Products that complement the market mixmarket mix

Products that will enhance the Products that will enhance the philosophy, intent and philosophy, intent and

spirit of the marketspirit of the market

What about out-of-What about out-of-province?province?

Should not compete directly with Should not compete directly with Alberta productAlberta product

Must meet all provincial and Must meet all provincial and federal regulationsfederal regulations

Sponsor’s RoleSponsor’s Role

Be strongly committed to the goals of Be strongly committed to the goals of

the Alberta Farmers’ Market Programthe Alberta Farmers’ Market Program

Ensure that the Market retains all the Ensure that the Market retains all the

requirements of approved status requirements of approved status

Support the activities of the marketSupport the activities of the market

Review or audit financial recordsReview or audit financial records

So What Does This Mean?So What Does This Mean?

Help establishHelp establish the clear rules for the market the clear rules for the market Assist in selectionAssist in selection and review of manager and review of manager Make suggestions (criteria)Make suggestions (criteria) on vendor selection on vendor selection Support educationalSupport educational opportunities for the manager opportunities for the manager Advise on paymentAdvise on payment for the manager for the manager Encourage vendor participationEncourage vendor participation on the market on the market

executiveexecutive Provide leadershipProvide leadership that encourages growth and that encourages growth and

good community and customer relations as well as good community and customer relations as well as the ability to manage market issues.the ability to manage market issues.

Even More Specifically Even More Specifically Ensure That…Ensure That…

Your market meets AAFRD guidelinesYour market meets AAFRD guidelines Market structure allows vendors input in market Market structure allows vendors input in market

operationoperation Accurate vendor lists are keptAccurate vendor lists are kept Bank accounts: 2 signatures required for a transactionBank accounts: 2 signatures required for a transaction Accurate financial records kept and submitted annuallyAccurate financial records kept and submitted annually Reports/filings to maintain corporate status maintainedReports/filings to maintain corporate status maintained Market adheres to the Public Health Act Market adheres to the Public Health Act Market and vendors are insured against liabilityMarket and vendors are insured against liability. .

(AAFRD is not liable for any activities of approved markets)(AAFRD is not liable for any activities of approved markets)

Managers’ role:Managers’ role:

Make the rules for the market?Make the rules for the market? Have signing authority for the Have signing authority for the

market?market? Manage the market mix?Manage the market mix? Vote at market meetings?Vote at market meetings? Oversee food safety issues?Oversee food safety issues? Ensure AAFRD guidelines are met?Ensure AAFRD guidelines are met?

Local market authorityLocal market authority

When, where When, where market operatesmarket operates

Develop market Develop market rules (cannot rules (cannot violate AAFRD violate AAFRD guidelines)guidelines)

Advisory committee Advisory committee or board structureor board structure

Handle financesHandle finances

Develop job Develop job description and description and hire managerhire manager

Liaise with sponsorLiaise with sponsor

Schedule annual Schedule annual meeting and other meeting and other meetingsmeetings

Roles of AAFRD & AFMARoles of AAFRD & AFMA AAFRDAAFRD

Regulatory review and Regulatory review and enforcementenforcement

Support growth in all Support growth in all marketsmarkets

Sunnygirl Sunnygirl

Production of MAP Production of MAP brochurebrochure

Support to AFMASupport to AFMA

Integrate Farmers’ Markets Integrate Farmers’ Markets with Farm Direct and Ag with Farm Direct and Ag Tourism industryTourism industry

AFMAAFMA Industry Industry

associationassociation

EducationEducation

AdvocacyAdvocacy

PromotionPromotion

NetworkingNetworking

Group insuranceGroup insurance

Resources & EducationResources & Education

AAFRDAAFRD WebsiteWebsite NewslettersNewsletters Printed fact Printed fact

sheetssheets Bi-annual Bi-annual

conferenceconference ““Market Manager Market Manager

Resource Manual”Resource Manual”

AFMAAFMA WebsiteWebsite Regional meetingsRegional meetings Annual meeting & Annual meeting &

conferenceconference Market Manager Market Manager

TrainingTraining ““Marketing Food Marketing Food

Safely”Safely”

To ensure safe food handling, To ensure safe food handling, strengthen consumer strengthen consumer confidence, and enhance farm confidence, and enhance farm direct industry growthdirect industry growth by by providing food safety providing food safety information to Alberta Approved information to Alberta Approved

Farmers’ Market Farmers’ Market managers and vendors managers and vendors

ObjectiveObjective

Consumer Confidence in Consumer Confidence in the Safety of Foodthe Safety of Food

19%

36%

45%

NotConcerned

Neutral

Concerned

Confidence in Food Providers Confidence in Food Providers (%)(%)

97

85

87

85

60

91

86

84

83

48

Super market

Farmers'Markets

Direct fromProducers

SpecialityFood Stores

Fast FoodRestaurants

AlbertaCanada

Factors Affecting Factors Affecting Managers & VendorsManagers & Vendors

Consumer confidenceConsumer confidence

Number of foodborne illnesses Number of foodborne illnesses increasingincreasing

Perceptions of enforcement Perceptions of enforcement agencies regarding farmers’ agencies regarding farmers’ marketsmarkets

Actions in ResponseActions in Response 2003 conducted 4 focus groups comprised 2003 conducted 4 focus groups comprised

of vendors and managers of vendors and managers Market managers assumed a greater role Market managers assumed a greater role

in food safety at the marketin food safety at the market Increased information and workshops from Increased information and workshops from

AAFRD, ensuring consistencyAAFRD, ensuring consistency Workshops and presentationsWorkshops and presentations Food safety articles in newslettersFood safety articles in newsletters Market Manager & Vendor checklistsMarket Manager & Vendor checklists Marketing Food Safely – Farm Direct AdvantageMarketing Food Safely – Farm Direct Advantage

Marketing Food SafelyMarketing Food Safely Distance delivery Distance delivery

education tool for education tool for farm direct marketersfarm direct marketers

Workbook, reference Workbook, reference guide and a planning guide and a planning tooltool

Focuses on marketing Focuses on marketing activities, not activities, not production or production or processingprocessing

North American Farmers’ North American Farmers’ Direct Marketing Direct Marketing

AssociationAssociation

Based out of CalgaryBased out of Calgary February 12 – 19, 2007February 12 – 19, 2007

Tour: February 12 - 14Tour: February 12 - 14 Workshop: February 15Workshop: February 15 Conference: February 16 - 17Conference: February 16 - 17 Post-conference Event: February 18 - Post-conference Event: February 18 -

1919

Questions?Questions?

Eileen KotowichEileen Kotowich

780-853-8223780-853-8223

eileen.kotowich@gov.abeileen.kotowich@gov.ab.ca.ca

OR OR

Penny WilkesPenny Wilkes

780-427-4514780-427-4514

penny.wilkes@gov.ab.capenny.wilkes@gov.ab.ca