Watch for Farmers’ Markets to Play a Key Role as Lifestyles Change

BY LILIAN SCHAER

That is creating a unique opportunity for farmers’ markets, says branding and strategic communications expert Marc Kealey of K&A Inc., a Canadian public policy and business management organization.

“There’s an idea right now about 15 minute communities, that everything should be within 15 minutes of where you live,” says Kealey. “The farmers’ market plays an incredible role in this now and in the future – we have a huge opportunity to really accentuate that unique selling proposition.”

Canada has a global reputation for quality, notes Kealey, which farmers’ markets can use to promote themselves and their vendors. And it’s not just about bringing locally grown food from the farm to urban consumers, but also in connecting those consumers with where their food comes from and giving them both an experience and an educational opportunity.

According to Kealey, farmers’ markets should take a page out of the playbook that wine shows use, which means combining buying and learning opportunities for consumers to turn a market visit into a meaningful experience.

“Offer visitors an opportunity to learn something while they are there, by having farmers with their booths but also an area for presentations about topics that are of interest, for example,” he says. “That’s the essence of the future of this business.”

Kealey is also a strong believer in the value of an organization like Farmers’ Markets Ontario (FMO) to work on behalf of the industry. This does three things: set and deliver standards, prove quality, and provide a strong and united voice for industry advocacy.

FMO’s work in promoting farmers, farmers’ markets and the benefits of shopping local is key to the continued growth of both individual markets and the farmers’ market segment as a whole, he says. The organization also provides everything from liability and personalized advice to management, marketing and professional development support.

It’s important for the industry to drive advocacy and good brand management, according to Kealey, to make it appealing for government to support farmers’ markets, from regulations to funding where needed.

“My idea is that we don’t have to reinvent anything. Food is one of the most important things that we can think about, and farmers’ markets are often a first focal point for a lot of people and a starting point for communities when they start to think about everything that can makes their lives better,” he believes.

Join us for Marc Kealey’s presentation on Wednesday, February 22 at 11:00 am in Ballroom A.

Field Data Collection Is Easier Than Ever

HOBO MX2300 Series

Temp, RH, & Soil Moisture Data Loggers

· Wireless Set-Up & Download via Bluetooth

· Real-Time Data with HOBOconnect App

Low-Cost, Compact & Weatherproof

· 0.2°C accuracy

· 100’ Wireless Range

| sales@hoskin.ca