As climate changes, will consumers change? That’s a question which is more pressing this winter as consumers adjust to sticker shock on cauliflower that retails for up to $8 per head. California’s vegetable basket has been struck by not only drought but extreme weather patterns resulting from El Nino. Florida’s citrus industry is suffering from an insect-transmitted disease called citrus greening for which there is no cure.  

Reflecting on this new reality, Jon Bell, president of the B.C. Association of Farmers’ Markets, thinks that climate change is a two-edged sword. With longer seasons, Canadian farmers can shift what they grow and for how long. But along with that wider window, comes different disease and insect pressures. If farmers can adapt to these challenges, then those who grow for farmers’ markets will do well.

Farmers’ markets are proliferating in British Columbia with the provincial market association now representing more than 125 markets and more joining every year. This year’s spike in food prices may cause consumers to value their food purchases more highly and to search out more locally-produced food. They may be willing to pay more for “local” with an understanding that the dollars are circulated in local economies. 

“We’re in for a good turn,” predicts Bell, referring to the success of farmers’ markets in general.  “Consumers, I think, will base their decisions on costs as well as personal values. That’s what is making farmers’ markets thrive.”

The popularity of farmers’ markets in British Columbia, for example, is translated into a new selling feature for real estate agents. For an increasingly urbanized culture, proximity to a farmers’ market is now a symbol of community.

Bell, now retired from Agriculture and Agri-Food Canada, is a producer of early-season greens, rhubarb, garlic and potatoes for the Sechelt Farmers’ and Artisans’ Market, an hour north of Vancouver. He sees these trends being played out every week.

"The farmer at a market has now become the face of agriculture to the Canadian consumer, who shops weekly for local food product,” he says. He regularly educates consumers about how food is grown but also how to store and prepare. Waste can be prevented by properly storing fruits and vegetables upon arrival home from market. 

Part of the trust in farmers’ markets is a B.C. program called Market Safe. Vendors take a one-day course on food safety to receive a certificate. “Because we have a lot of isolated communities in the north, we now have an online program where vendors can be certified,” says Bell.

Winter markets are also springing up.  There are apples, root vegetables and greenhouse-grown vegetables as well as preserves on offer. 

In new trends, Bell points out British Columbia’s success with a pilot program that started in 2007: B.C. Farmers’ Market Nutrition Coupon Program. Community groups partner with their local farmers' market and those in need.  Low-income, new mothers and seniors receive $15 of coupons per week for the market season. The coupons are valid at participating markets and can only be used for fresh produce, meats, fish and dairy, but not processed foods. With the B.C. ministry of health funding the project, the latest statistics show that 3,000 households were reached in 48 communities in 2015. 

Targeting these in-need groups has shown positive benefits to the extent that private businesses and new funders have also donated to boost their community profile. While the program rollout is constantly being finetuned, it continues to expand in scope and visibility.

“I’ve seen two seniors, coupons in hand, come to the market and make tradeoffs,” says Bell.  “One will say she’ll buy the $3 green beans if the other one buys the $3 carrots. Then they’ll share. The benefits go far beyond nutrition to the social interaction.”

Jon Bell is a guest speaker at the upcoming Ontario Fruit and Vegetable Convention. He’ll be part of “The Future of Farmers’ Markets” at 1:30 pm, February 17, Ballroom D.

Key words:  farmers' markets, Jon Bell, B.C. Association of Farmers' Markets – LATEST NEWS 

Cutline 1: British Columbia’s minister of health, Dr. Terry Lake, is pictured third from left with coupon recipients at the Kamloops market. Jon Bell, president of the B.C. Association of Farmers’ Markets is at the far right. Photo right: A sample of the B.C. Farmers’ Market Nutrition Coupon.