Alberta Approved Farmers’ Markets

1. Alberta Approved Farmers’ Markets …planned for quality Quality food Quality products Quality experiences

2. Let’s talk about…… • Trends & Survey Results • Vision & Goals for the Program • The Regulations • Role of a Sponsor & a Market Manager • Role of AAFRD & AFMA • Resources • Grow West 2007

3. Farmers’ Market Industry Trends • Increased demand for fresh and organic • Increase in unique & niche products • Increased demand for homemade • Popularity of shopping method increasing • Some vendors becoming “big business” • Growth in urban, near-urban & tourist markets

4. Trends (continued) • Pressure on vendors to produce, market, sell • Increased role of market manager – volunteer vs paid manager • 100% producer-based markets • Product pricing–how high can we go? • Aging vendor population

5. Why Do Consumers Go? • More removed from the family farm • Build trust relationship with producer • Learn where their food comes from • Sample unique products • Learn about unique product uses • Social atmosphere – destination • Savor time – not save time

6. Community Benefits • Markets tend to accentuate, perpetuate, and reflect the culture of the community • Economic impact: • shop in the area • eat or drink at neighboring facilities • “run errands” in the area • Social gathering – destination – coffee bars, entertainment-meet friends

7. Market Quantification Study • Consumer study conducted in 2003 • Valuing Farmers’ Markets, Farm Direct Marketing, Ag Tourism & Regional Cuisine • Current (2003): • Farmers’ Markets = $232 million • Future (2010): • Farmers’ Markets = $425 million • http://www1.agric.gov.ab.ca/$department/deptdocs.nsf/all/afu9649

8. MQ Study (continued) • 87% of Albertans know about farmers’ markets • 60% of Albertans shop at farmers’ markets • Average expenditure: $35

9. Vision • The Alberta Farmers’ Market Program provides leadership and guidance so that entrepreneurs who “make it, bake it, or grow it” have community based direct market access.

10. Approved Market Program Goals • Venue for producers to sell products directly to consumers • Provide direct market access of safe and high quality Alberta agricultural and agri-food products • Maximize or increase vendor profitability • Enhance community development • To provide an opportunity for vendors and managers to acquire skills

11. Non-Profit Sponsor Not-for-profit community group Chamber of Commerce Municipality Agricultural Society Incorporation Non-profit Society under the Societies Act (Alberta) New generation co-op under the Cooperatives Act (Alberta) Guidelines - Operational

12. Guidelines - Operational • Operate under a board (if incorporated) or advisory committee (if sponsored) • Elect, appoint, or hire a manager (preferably not also a vendor) • Must carry liability insurance • Encourage vendor insurance

13. Guidelines - Vendors • Priority to: • Alberta residents • agricultural producers • persons who make, bake or grow their products • Minimum 10 vendors selling AB products which they, a family member, or staff have grown, produced or hand crafted • 80/20 rule – distributors, franchises, existing store front owners, resale are discouraged • Used goods/flea market items prohibited

14. What is included in the 20% • Products that complement the market mix • Products that will enhance the philosophy, intent and spirit of the market

15. What about out-of-province? • Should not compete directly with Alberta product • Must meet all provincial and federal regulations

16. Sponsor’s Role • Be strongly committed to the goals of the Alberta Farmers’ Market Program • Ensure that the Market retains all the requirements of approved status • Support the activities of the market • Review or audit financial records

17. So What Does This Mean? • Help establish the clear rules for the market • Assist in selection and review of manager • Make suggestions (criteria) on vendor selection • Support educational opportunities for the manager • Advise on payment for the manager • Encourage vendor participation on the market executive • Provide leadership that encourages growth and good community and customer relations as well as the ability to manage market issues.

18. Even More Specifically Ensure That… • Your market meets AAFRD guidelines • Market structure allows vendors input in market operation • Accurate vendor lists are kept • Bank accounts: 2 signatures required for a transaction • Accurate financial records kept and submitted annually • Reports/filings to maintain corporate status maintained • Market adheres to the Public Health Act • Market and vendors are insured against liability. (AAFRD is not liable for any activities of approved markets)

19. Managers’ role: • Make the rules for the market? • Have signing authority for the market? • Manage the market mix? • Vote at market meetings? • Oversee food safety issues? • Ensure AAFRD guidelines are met?

20. When, where market operates Develop market rules (cannot violate AAFRD guidelines) Advisory committee or board structure Handle finances Develop job description and hire manager Liaise with sponsor Schedule annual meeting and other meetings Local market authority

21. AAFRD Regulatory review and enforcement Support growth in all markets Sunnygirl Production of MAP brochure Support to AFMA Integrate Farmers’ Markets with Farm Direct and Ag Tourism industry AFMA Industry association Education Advocacy Promotion Networking Group insurance Roles of AAFRD & AFMA

22. AAFRD Website Newsletters Printed fact sheets Bi-annual conference “Market Manager Resource Manual” AFMA Website Regional meetings Annual meeting & conference Market Manager Training “Marketing Food Safely” Resources & Education

25. Objective • To ensure safe food handling, strengthen consumer confidence, and enhance farm direct industry growth by providing food safety information to Alberta Approved Farmers’ Market managers and vendors

26. Consumer Confidence in the Safety of Food

27. Confidence in Food Providers (%)

28. Factors Affecting Managers & Vendors • Consumer confidence • Number of foodborne illnesses increasing • Perceptions of enforcement agencies regarding farmers’ markets

29. Actions in Response • 2003 conducted 4 focus groups comprised of vendors and managers • Market managers assumed a greater role in food safety at the market • Increased information and workshops from AAFRD, ensuring consistency • Workshops and presentations • Food safety articles in newsletters • Market Manager & Vendor checklists • Marketing Food Safely – Farm Direct Advantage

30. Distance delivery education tool for farm direct marketers Workbook, reference guide and a planning tool Focuses on marketing activities, not production or processing Marketing Food Safely

31. North American Farmers’ Direct Marketing Association

33. Based out of Calgary • February 12 – 19, 2007 • Tour: February 12 - 14 • Workshop: February 15 • Conference: February 16 - 17 • Post-conference Event: February 18 - 19

34. Questions? Eileen Kotowich 780-853-8223 eileen.kotowich@gov.ab.ca OR Penny Wilkes 780-427-4514 penny.wilkes@gov.ab.ca