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

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Presentation on theme: "Alberta Approved Farmers’ Markets …planned for quality Quality food Quality products Quality experiences."— Presentation transcript:

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

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

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

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

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

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

7 Market Quantification Study Consumer study conducted in 2003 Consumer study conducted in 2003 Valuing Farmers’ Markets, Farm Direct Marketing, Ag Tourism & Regional Cuisine Valuing Farmers’ Markets, Farm Direct Marketing, Ag Tourism & Regional Cuisine Current (2003): Current (2003): Farmers’ Markets = $232 million Farmers’ Markets = $232 million Future (2010): Future (2010): Farmers’ Markets = $425 million Farmers’ Markets = $425 million

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

9 Vision The Alberta Farmers’ Market Program provides leadership and guidance so that entrepreneurs who 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 Venue for producers to sell products directly to consumers Provide direct market access of safe and high quality Alberta agricultural and agri-food products Provide direct market access of safe and high quality Alberta agricultural and agri-food products Maximize or increase vendor profitability Maximize or increase vendor profitability Enhance community development Enhance community development To provide an opportunity for vendors and managers to acquire skills To provide an opportunity for vendors and managers to acquire skills

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

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

13 Guidelines - Vendors Priority to: Priority to: Alberta residents Alberta residents agricultural producers agricultural producers persons who make, bake or grow their products 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 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 80/20 rule – distributors, franchises, existing store front owners, resale are discouraged Used goods/flea market items prohibited Used goods/flea market items prohibited

14 What is included in the 20% Products that complement the market mix Products that complement the market mix Products that will enhance the philosophy, intent and 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 Should not compete directly with Alberta product Must meet all provincial and federal regulations Must meet all provincial and federal regulations

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

17 So What Does This Mean? Help establish the clear rules for the market Help establish the clear rules for the market Assist in selection and review of manager Assist in selection and review of manager Make suggestions (criteria) on vendor selection Make suggestions (criteria) on vendor selection Support educational opportunities for the manager Support educational opportunities for the manager Advise on payment for the manager Advise on payment for the manager Encourage vendor participation on the market executive 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. 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 Your market meets AAFRD guidelines Market structure allows vendors input in market operation Market structure allows vendors input in market operation Accurate vendor lists are kept Accurate vendor lists are kept Bank accounts: 2 signatures required for a transaction Bank accounts: 2 signatures required for a transaction Accurate financial records kept and submitted annually Accurate financial records kept and submitted annually Reports/filings to maintain corporate status maintained Reports/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 liability. (AAFRD is not liable for any activities of approved markets) 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? Make the rules for the market? Have signing authority for the market? Have signing authority for the 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?

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

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

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

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25 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 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 Objective

26 Consumer Confidence in the Safety of Food

27 Confidence in Food Providers (%)

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

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

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

31 North American Farmers’ Direct Marketing Association

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33 Based out of Calgary Based out of Calgary February 12 – 19, 2007 February 12 – 19, 2007 Tour: February Tour: February Workshop: February 15 Workshop: February 15 Conference: February Conference: February Post-conference Event: February Post-conference Event: February

34 Questions? Eileen Kotowich Penny Wilkes


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