In a growing movement for consumers to seek out locally-sourced food, farmers markets have reached all corners of Wellington County.
Most farmers’ market organizers in the county agree the relationship between the grower or producer and the customer is key to success.
All of the markets, from Aberfoyle to Wellington North, have the same general idea: celebrate local food from growers or producers in a way that connects to residents.
“People like to feel that connection with where their food is coming from,” said Matthew Bulmer, executive director of the Aberfoyle Farmers’ Market.
Understanding the growing/production process has become an important factor for people deciding what to buy.
“People are getting more and more interested in sourcing local food for the environmental and health benefits and … people get to know each other, get to know their food producers,” said Jen MacLeod, a committee member for the Rockwood Farmers’ Market.
The connection doesn’t stop at the farmer. People are also building relationships with their community and their neighbours.
“It’s a staple for any community,” added April Marshall, tourism, marketing and promotion manager for Wellington North.
“It’s not just about selling the products, it’s about having a place for the community to come and gather.”
Rural connection
Wellington county has over 2,500 farms – the highest number in southwestern Ontario, according to the county’s statistics.
“I think (farmers’ markets) are relevant for all communities, but especially for communities like ours that have a good strong farm base surrounding it,” said Barb Lee, secretary for the Elora Farmer’s Market.
She added there can be “invisibility of the growing source and the undervaluing of the growing costs” when buying products at a store.
That is not the case at a farmer’s market.
“Even though it is a rural town, there is a huge disconnect between people and where their food is coming from,” said Jennifer Girvin, chair of the Erin Farmers’ Market.
“It’s great for them to be able to talk to the person who had raised that animal and who had grown those carrots or whatever, so they know the process and they understand the process.”
Economic Benefits
Marshall has seen the economic benefits farmers’ markets have in the community.
“They’re very relevant … there’s statistics showing the attraction to your downtown by having a farmers’ market,” she said.
“It gives people a reason to come in and they go and shop elsewhere … you support your local economy so you know that money is staying in town.”
According to Ontario Fresh Farm Marketing Association, the direct economic benefit of farmers’ markets in Ontario on a yearly basis is nearly $792 million. Add in the direct, indirect and induced effects of the markets and the economic benefit equals more than $2.47 billion dollars.
In addition, the activity generates $593 million in labour.
Another study by the Project for Public Spaces found “an overwhelming majority of farmers’ market customers also patronize at least one other nearby store on their way to or from the market, with many visiting two or more stores in the same trip.”
MacLeod has seen the Rockwood Conservation Area positively impacted by her Wednesday night market.
“It seems to be really supporting Rockwood’s economy in a general way because we have a lot of people coming up to the conservation area, who might never have been to Rockwood, and just want to walk around and discover things while they are visiting,” said MacLeod.
‘Business incubator’
Economic impacts can be as simple as a business formation. In five years at the Aberfoyle market, Bulmer has seen many vendors start up a business.
“We’re a bit of a business incubator,” he said.
“We’ve seen several of our vendors start at our place for one, maybe two seasons, and then go on to open up a retail store somewhere.”
At the Erin market, Girvin has seen vendors become very successful.
“We had one vendor that was supplying us with lamb and poultry and he was so successful at the market that now he doesn’t have enough product to actually come to the market,” she said.
Aberfoyle
The relationship between the two parties is a strong connection for the Aberfoyle Farmers’ Market.
Rather than focus on local, which all of the food is, it focuses on the relationship between the growers and the consumers.
“Our tag line is ‘food you love, farmers you know’ because that is, for us, what it really comes down to – a relationship between the food and a relationship with the farmers,” said Bulmer.
The market is modeled after the fall fair. It features produce, music, crafts and baked goods.
Since opening in 2011, the market now boasts around 25 to 30 vendors each week with around 750 attendees. Vendors can purchase a spot for $23 a week plus a $36 registration fee.
Markets run every Saturday, 8am to 1pm from the end of May to the end of October at the Optimist Recreation Centre (at 23 Brock Road South, Aberfoyle).
Interested parties can contact yourmarket@afma.com or visit aberfoylemarket.ca for more information.
Elora
The Elora Farmers’ Market runs both in the summer and winter.
The idea began when Lee surveyed customers and found that Elora needed a market.
“It seemed a strange thing living in a village surrounded by a wonderful farm community and not have a market and in fact have to drive to St. Jacobs, or Kitchener or Guelph, all cities, to find a farmers’ market with local product in it,” she said. “So that’s what was the starting philosophy for the market.”
The market, now celebrating its 11th season, has had a fairly steady volume of vendors and customers since moving to Bissell Park in its fifth season.
At least 51 per cent of vendors are producers, which gives it a “true farmers’ market” rating from Farmers’ Markets Ontario. The Elora market also has people who sell baked goods, jams, jellies, and artisan products.
All vendors, an average of 18 a week, are local within 100km. Vendors must pay a $15 annual fee. Rates are $485 for the season or $25 weekly.
The market takes place Saturdays, 9am to 1pm from May to October at Bissell Park (127 Mill Street East, Elora), then moves to the Grand River Raceway for an indoor winter market.
Visit elorafarmersmarket.com for more information.
Erin
The Erin Farmers’ Market hosts vendors from all over that bring vegetables, fruits, meats and more. The market now has a part-time coordinator.
The market normally boasts 20 to 25 vendors each week, with the closest coming from only a few kilometres away.
Vendors can purchase a space for $15 a week for the full season or $24 a week for part time. Vendors must grow at least 70 per cent of their own food and the other 30 per cent must be local. Non-food vendors should be derived from agricultural products, such as Ontario wool, if possible.
The market opened on June 24 and runs until the end of September. It is held Fridays, 3 to 7pm at the Erin agricultural fairgrounds (190 Main Street, Erin village).
More information can be found at erinfair.ca/market.
Mapleton
This is the second season for the Mapleton Farmers’ Market, run by the Drayton Kinnettes.
Sara Dineen, co-chair of the market, said Mapleton council approached the Kinnettes to run a market, following a successful mom-to-mom club, as the community was expressing interest in it.
She found that the market was more successful when social media was used.
The market is held on Saturdays, 8am to 12pm at the Drayton Mapleton Agricultural Society fairgrounds. Contact Dineen at draytonkinettes@gmail.com for information.
Minto
Two markets are held in the Town of Minto.
The Harriston Farmers’ Market runs Fridays from 3 to 6pm at the Harriston Tannery Park. The Palmerson Farmers’ Market runs Saturdays 9am to 12pm at the Palmerston Railway Heritage Museum. Both take place until the end of August.
Taylor Pridham, economic development assistant in Minto, said the amount of vendors at each market has doubled since last year.
This is the sixth season for both markets, which have diverse vendor groups including farmers, bakers and artisans.
Pridham explained the Carry On Women’s Institute has put on a breakfast during the market and will be hosting another one at the July 23 family day event in Palmerston. That market also holds a strawberry social each year in June.
Special events in Harriston include: Samplefest on July 22 and Street Dance Market on Aug. 13.
Vendors need to fill out an application and food-based vendors need to qualify with public health. Non-food vendors are also welcome.
A full season for one market is $100, or $10 per week. If vendors want to do the full season at both markets, it costs $180.
For more information visit mintofarmersmarket.ca.
Rockwood
The Rockwood Farmers’ Market is only in its second year, but it has almost doubled in size.
The market averaged 14 vendors each week in 2015, while currently they have around 24 vendors for the opening weeks.
The market is held on Wednesday nights instead of a weekend because of the proximity to other more high-profile markets.
“We also had the idea that maybe this was a market that people could come after work, grab their meal, do a little bit of their shopping, and have a little bit of a social evening without cutting into their weekend,” said MacLeod.
“It’s a good formula so far.”
The market offers homemade meals each week along with live music and children’s activities. It is also a “true farmers’ market” with a ratio of more primary vendors (producers) than secondary (artisans).
Rockwood market also offers a unique opportunity for youth. It provides a free table for those under 18 and will mentor the individual through the public health form process, if applicable.
MacLeod said the group does this “to involve the youth and make them a big part of the community.
“But also too in rural areas, people are looking for ways to support young people and hobbies and past times that can maybe become business opportunities in the future.”
The market also has a community table open to community groups on a first-come, first-served basis.
While the first choice is a local vendor, MacLeod said organizers are pretty flexible. Fees are $340 for the whole season, $180 for a half season or $30 per week.
The Rockwood market runs Wednesdays from 4 to 7pm until Oct. 5 at the greenspace beside the Anglican Church, 112 Guelph Street, Rockwood. The market is always looking for volunteers.
For more information visit therockwoodfarmersmarket.ca.
Wellington North
The Wellington North Farmers’ Market, held in Mount Forest, was born out of a resident survey.
Marshall said the response was very positive from area residents. The market began three years ago and has grown steadily ever since.
Vendors range from farmers to crafts to baked goods. Marshall added there is a strong core of vendors that “stay true to the vision” of the market.
The market was the pilot for Wellington County’s “market bucks” program, which gives out $5 increments of market bucks to anyone on social assistance in-lieu of cash. Those market bucks could be used at the farmers’ market in Mount Forest for “healthier food options,” explained Marshall.
“Last year, with the pilot program, I think we distributed $2,000 in vouchers. We found it to be a great success and the vendors really liked it.”
The Wellington North Farmers’ Market also boasts the “true farmers’ market” ratio and asks vendors to be within a 50km radius.
The fee is $10 a week, or $180 for the season.
The market is held Fridays from 3 to 6:30pm until Oct. 7 at the Victory Community Centre.
For information visit simplyexplore.ca/farmers-market.
