How much do farmers' markets bring to Ontario's economy? These farmers say more data is needed

The association that represents farmers' markets in Ontario says more research is needed to measure the ways that markets contribute to the province's local economy and the value they bring to communities.

An economic impact study shows that farmers' markets are linked to food security and can encourage more shoppers to buy local, according to Catherine Clark, executive director of Farmers' Markets Ontario (FMO), a grassroots group of 180 member markets in the province. 

"Our industry should be a priority of the province as a way to let shoppers know that we are here and vital to the economic impact of the community. It's not only the shoppers in town, but also businesses that are benefiting," said Clark from her office in Brighton, Ont.

The industry was last studied in 2011, when it was found that markets bring around $2.7 billion to the economy annually, and Clark suspects that number has increased in recent years. But high costs and lack of resources have made it hard for FMO to quantify that, she added.

"It's interesting to find out what people are buying at markets, why they're coming, and how much they're spending. In the past it's helped us see some of the goods that people would like to see at our market," said Ann Slater who represents FMO's west region. 

Slater has been a vendor at the St. Marys, Ont., farmers' market, north of London, since 1992. She believes specific data can also identify how to keep a local customer base.

Farmers' markets are often thought of as an event to go and walk around, but what keeps farmers coming back is the economic value of products, she said. 

"In a town like St. Marys, we've known for a long time that having a farmers' market keeps some people in town to do their shopping," she said. "As vendors, we need to know the value of the food that's being sold, and the market as a shopping place where people purchase groceries." 

Impact in small communities versus big city markets

Markets can also be a gathering place for community members to build relationships, said Slater. The St. Marys market has about 20 vendors and a committed set of customers in the small town of over 7,300 people.

Craig Turner, owner of Turner's Farm Market, sees the difference in customer base through his farm in Ingersoll, Ont., and the weekly stall he has at London's Western Fair Market. 

"Ingersoll is a more family community than what we have here at the Western Fair market, where we have a lot of young families, seniors, people with limited incomes, or people with very good incomes," he said.

Although Turner is not an FMO member, he believes farmers' markets bring great value to the economy.

Both Slater and Turner have noticed customer shopping patterns change post-pandemic. With high food prices and inflation, more people are drawn to farmers' markets, said Turner. 

"Customers are very conscious about what they spend their money on," he said. "They look for value and quality in the product and I think that's what most farmers market customers appreciate about it."

With 30 years in the business, Turner has learned to anticipate what his customers want depending on seasons, but said information gathered from a study can make things easier.

"If a study was done, it would greatly help the community in a lot of different ways. When the money stays in the community, it circulates so well and benefits everyone, when it leaves the community it just doesn't come back," he said.