Thank you very much.
Farmers markets are strengthening regional and local food systems by providing farmers with an additional marketing channel. Numerous farmers' markets throughout British Columbia are ensuring that fresh, local food is available in their communities.
The old concept of farmers markets across our nation is being reinvented to meet the goals of local farmers and the 2011 and future urban consumers who are the end-users of our agricultural products.
First we have to define what we mean by farmers' market: local farmers, small food processors, and artisans coming together to sell their products at a common location, with a philosophy of “make it, bake it, grow it”.
In British Columbia the number of farmers' markets has risen annually, and now the BCAFM represents over 100 such markets. Along with restaurants, wholesale. and direct farm market sales, farmers' markets are one of several marketing channels used by small and medium-scale farmers.
Farmers selling directly to consumers are able to realize retail prices at farmers' markets that can often be double what they would receive selling wholesale. In doing so, local farmers are strengthening regional food systems and contributing to their local economy.
Small-scale producers are frequently overlooked by governments and industry. What these farmers lack in size, they make up for in numbers. Cumulatively, small-scale food processors and farmers add a significant infusion of dollars to their local communities.
A 2006 economic impact study of farmers' markets by the University of Northern British Columbia found that, through local sales, $118 million remained within communities across B.C.
Farmers markets and their vendors are the face of agriculture to the average Canadian consumer. Although generally considered small-scale, farmers who sell at markets have farms that can range in size from half an acre to over 200 acres, and they may earn from $1,000 per year to $200,000 per year from market sales. They are the connection between gate and plate and, as such, are often engaged in conversations with their loyal customers.
To give confidence to the consumer, local market vendors constantly communicate their practical and extensive knowledge about their products, the varieties, the farming methods, the seasonality, etc., in their interactions with their customers.
We come today with five recommendations under innovation.
Number one is to support the establishment of permanent farmers' markets by providing business planning tools to market managers. Although 175,000 consumers shop at farmers' markets in B.C., farmers' markets are considered temporary events, and are nearly always located on temporary sites. Only two farmers' markets in British Columbia are even close to securing permanent locations. When farmers' markets lose their locations, they lose their momentum and must re-establish their loyal customer base. The Kitchener-Waterloo farmers' market has been in continuous operation for 130 years at its permanent location, and is part of the social fabric of that community.
Number two is to focus on strengthening Canadian domestic markets by educating consumers. The shopping preference of farmers' market customers is for fresh, in-season products. Price ranks the lowest out of 14 preference factors. These consumers understand and value the quality of Canadian products. Growing Forward 2 needs to capitalize on this by reinforcing for consumers the reasons why consuming Canadian products are worthwhile. They include high quality, stringent food safety practices, nutrition and freshness, contribution to the Canadian economy, support for the Canadian farmer, and preservation of farmland.
A 2009 Ipsos Reid poll found that the popularity of farmers' markets is at an all-time high, with almost nine in ten respondents saying they enjoy visits to farms and farmers' markets where they can buy their food fresh off the farm and meet the grower in person. The same poll found that farmers are highly trusted, well above many other professions. Farmers markets nurture this trust, and raise the profile of agriculture in urban areas where over 75% of the public say they know little about agriculture. Farmers market vendors are filling this information gap.
We agree that export markets are essential to commodity farmers. However, current Growing Forward policy is biased towards export markets when the Canadian public is showing considerable concern and interest in strengthening their regional food systems to ensure that Canadians continue to have control over food production.
Number three is to improve information technology and access to training in rural areas. Communication technology via the Internet has proven to be a key factor in improving profitability for the Canadian farmer. Farmers markets have embraced the new social media to advertise their products, be in touch with consumers, coordinate market activities, and participate in planning and governance for the sector.
Farmers in more remote areas of B.C. are often challenged by the lack of high-speed connectivity when attempting to keep pace in a fast-moving environment. The BCAFM has produced programs such as MarketSafe, a food safety course for market vendors, and has found that the uptake would be higher if the courses were available online. Farmers cannot just leave their operation for a day of training. Relief workers may need to be found, or they may need to travel excessive distances to attend a course.
Our association is working towards raising the level of food safety at all our markets and towards the goal of having all vendors trained in “on farm” and food safety relevant to farmers' markets. Many of our members are young farmers with computer skills and entrepreneurial spirit. They use social media such as Twitter, Facebook, blogging, and QR codes to communicate with their savvy customers. They are innovators and entrepreneurs putting new products on the market. There are good examples of B.C. success stories.
Number four is science research that is scalable and leads to readily usable and adaptable products and technologies for farmers. Small-scale agriculture is the user of science and the innovator of new concepts with the adaptation of ideas and technologies. Our member vendors work hard to keep up, to provide safe, pesticide-residue-free, and healthy produce and products that consumers demand, while at the same time making a reasonable income. They use today's science information to be competitive in the domestic market, and a failure to do so will see them financially marginalized.
Basic scientific research has been a cornerstone of supporting the Canadian farmer for over a century. As science has changed over time, so has the Canadian farmer. New science, to be of use to small producers, must be practical and cost-effective, but more important, scalable. To protect their investment, farmers need fast, easy-to-use, and accurate technologies to detect invasive pests and diseases. They do not need long, expensive protocols.
Delays in intervention can be crucial. Examples of this type of technology would be small hand-held probes to determine the presence or absence of a disease, allowing rapid control intervention. Science is helping us to be better farmers, protecting consumers, and contributing to a better lifestyle for all Canadians.
Number five is enhanced domestic farm production in coastal British Columbia to assist farmers with growing year-round and then selling at farmers' markets year-round or exporting to other areas within Canada. The possibility for the west coast to become the market garden for the other areas of Canada, which have harsher winter climates, is becoming higher with the rising consumer demand for Canadian products first.
This is not because of the impact of climate—it is because of the use of innovative techniques such as inexpensive polytunnels and crop shelters, making it possible to grow certain crops year-round in coastal B.C. The breeding of new varieties of vegetables with low light requirements and cold tolerance would augment this initiative.
In the mildest part of B.C., winter markets have started, and local fresh leafy greens appear alongside traditionally offered meats, potatoes, squash, and carrots. Year-round production would make winter farmers' markets viable and would provide customers with the option of purchasing domestic products year-round.
In conclusion, many Canadians believe it is vital for small and medium farms to maintain a critical mass within the agriculture sector and to help ensure vibrant rural communities. There are many possible actions and strategies to be explored so that farms are profitable and sustainable well into the future.
Thank you very much.