1. 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 2

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

4. Here’s what we learned 4

5. New farmer category has emerged: second career farmers 5

6. Farmers differ: acreage…… 6

7. Comparing 1 st & 2 nd career farmers – 2 nd 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 7

8. Farmers younger than ‘other’ vendors 8

9. Market revenue more important for farmer vendors 9

10. Farmer Vendor revenue sources are shifting…. 10

11. Sales may trend upwards …. 11

12. Expanding more than reducing market activity 12

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

14. Do markets lead to new sales channels? 14

15. New sales opportunities 15

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

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18. Vendors report consumers want facts: farms, recipes, local & organic food 18

19. Your questions 19

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21. Farmers want to expand market season & product offerings 21

22. Farmers respond to consumer demands 22

23. Farmers adopt new & old ways to reach consumers 23

24. 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 24

25. 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 25

26. 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 26

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28. Your questions & ideas … Hélène St.Jacques INFORMA Market Research helene@informaresearch.com www.informaresearch.com 416-708-1228 helene@informaresearch.com www.informaresearch.com 28