By Alice McFarlane

Spending just one per cent of your total food budget at a local farmers’ market can make a big impact.

May 6, 2025 | 4:41 PM

You may think you’re doing your part by making purchases at your local farmers’ market but after completing an in-depth study of 70 farmers’ markets across B.C., University of Northern B.C. professor David Connell said more can be done.

“Farmers’ markets are experiencing steady growth – due in part to the ‘buy local’ movement – but when we look at how much money the average household spends at a farmers’ market as a portion of their overall food budget, it actually represents an extremely small amount,” Connell said. “As we respond to global tariffs, if, on average, households committed to spending just one per cent of their overall food budget at a farmers’ market, it would double the impact on local food supplies.”

Connell will present findings from his province-wide study, which includes 11,500 shopper surveys and interviews with 350 market-goers, at the upcoming Congress 2025 in Toronto.

Connell will discuss the critical role farmers’ markets play in local economies as well as the power consumers have to impact local food systems simply through choices they make. Although the study indicated steady growth in the number of people shopping at farmers’ markets — 14 per cent from 2012 to 2023 culminating in more than $155 million in annual direct sales in B.C.— he is quick to point out they still account for only 0.5 per cent of an average family’s food budget.

“It’s easy to celebrate these findings at a glance, and they should be celebrated, but it really comes down to the need for this reality check about how little we’re actually spending at markets,” Connell said.

ARSON

Two charged with setting fires in northern Sask.

Jun 06, 2025

Critical assistance

Premier Moe responds to criticism for not calling in federal, military help to handle wildfires

Jun 06, 2025

Red Cross wildfire fundraiser

Pattison Media stations to join 'Saskatchewan Day of Caring' June 12

Jun 06, 2025

According to the study, the average shopper spends $41.78 per market visit, which, after adjusting for inflation, is only three per cent more than they spent in 2012. The research also confirmed the general perception that markets rely on households with upper incomes, but when asked whether markets are too expensive, 84 per cent of survey respondents were either neutral or disagreed.

In terms of the social impact of markets, the study found that one in two people spend 30 minutes at a farmers’ market, and at least half of that time talking with others.

“To me, that illustrates what’s truly special about farmers’ markets — how they transform an area into a vibrant public sphere that attracts people as they drive by,” he said.

The aim of the study is to put a dollar value on the important role of farmers’ markets, which in turn strengthens the economic position of markets when it comes to applying for grants or seeking financial support. Connell strongly believes that markets remain the visible and accessible entry point into local food systems and says now is the time to support local farmers more than ever.

“The bottom line is you don’t have to spend a lot of money to have a major impact on your local farming community, and ultimately, the local economy,” said Connell. “As opposed to hunting through store shelves and searching for a maple leaf sticker, you can buy Canadian with confidence at a farmers’ market.”

–

alice.mcfarlane@pattisonmedia.com