1 of 3
Photo by Ronda Payne
PoCo Farmers' Market
Port Coquitlam Farmers' Market.
2 of 3
Photo by Ronda Payne
Mandair Farms' booth
Mandair Farms' booth at the New Westminster Farmers' Market.
3 of 3
Photo by Ronda Payne
Nena Asuncion of West Coast Cider
Nena Asuncion of West Coast Cider at the New Westminster market.
In an era where consumers are demanding to know more about the origins of their food, not only do farmers’ markets provide a great opportunity for sales, they are also the ideal place to engage in face-to-face conversations.
That conversation flows readily at a number of markets in the Lower Mainland where, surprisingly, vendors hail from various locations around the province. But, success at farmers’ markets comes with preparation and planning. Vendors must be prepared with enough great product, a welcoming display, a desire to talk to customers and the time it takes to bring it all together and attend.
The BC Association of Farmers’ Markets (BCAFM) tallied more than 145 markets throughout BC in its 2018 annual report. Given that not every market in the province is a member of the BCAFM, that means there are well over 150 markets that growers and producers can choose from to sell their wares. The majority of these run from late spring (May or June) to October. Some offer special events and/or winter markets as well.
The Port Coquitlam Farmers Market has been running for 11 years and is the sister market to the Haney Farmers Market in Maple Ridge. With about 50 vendors in attendance each Thursday afternoon in Port Coquitlam, it’s a busy location that Manjeet Dhaliwal of Dhaliwal Farms in Oliver has attended for four or five years.
“I like the environment,” she says. “Everybody is happy and that gives us more energy to come back.”
A welcoming environment and customers willing to spend money while walking and talking are key, especially for higher-priced items like alcohol. Fraser Valley Cider Company has been going to Port Coquitlam for at least two years and Dragon Mist Distillery has been attending for about four years. Dragon Mist’s manager Syrus So notes that people are nice, but it’s the other factors that keep him coming back.
“People spend money to buy,” he says of the PQ market. “Some markets have lots of people but they don’t buy.”
It also helps if markets are well organized and Taryn Thiara with Thiara Blueberry Farms has been attending the Haney market for years and brings a positive approach to sales of blueberries.
“We just [charge] enough to cover our costs and the rest is donated,” she says. “We want to provide quality fruit at an affordable price. Just getting to know our customers and getting to interact is so nice.”
Another reason for attending farmers markets is brand-building and Cheryl Later of Wawa’s Jams and Jellys sells primarily through farmers’ markets.
“My jams get out because I don’t do anything in the stores,” she explains. “People come from all over for my jams and jellies.”
Mother and daughter, Naomi and Jaclyn Nicole Lark of Lark’s Nest Preserves sell almost exclusively at the Fort Langley market and have done so for seven years. They go through upwards of 50 jars of product at a single Saturday market.
“Most people find us here,” says Naomi. “And we get our produce from others that also sell here.”
Obviously being close to the market is convenient, but it isn’t the only factor in choosing the right one. For some, like Maurice Hamilton of Pacific Breeze Urban Winery, it’s about being part of the community where they do business.
“We’re just supporting local and we need to be supported locally and New Westminster is very supportive,” he says. “It is so local and it truly brings community together. New West is good at that.”
As one of the only urban, yet traditional, winemakers in Canada, Pacific Breeze makes about 4,000 cases of wine each year. They sell 17 different SKUs made from grapes from California, Washington and BC.
For Trisha Gagnon of Jam’n Music, the Haney market is close to family members. “Family is really important to me. I tend to pick ones close to family and my sister lives here,” she says. “It’s a really great market, really well run. The people who attend are great and I love the setting in the park.”
Wayne Erdman is one of those who regularly travels a few hours to the Abbotsford market. His orchard, Okanagan Fresh Fruits, is located in Okanagan Falls and he’s been selling fruit in Abbotsford for more than 30 years.
“I come to the bigger cities; fruit sells good here,” he explains. “I have a lot of repeat customers and the people are great.”
In one day, Erdman expects to sell about 1,200 pounds of plums and about 800 pounds of apples.
Having an attractive set-up is essential to drawing customers in. Attractive doesn’t mean complicated; in fact, simplicity can be the best element. Erdman’s display is simple. A couple of covered tables with the bagged produce neatly organized on top.
At the New Westminster market, Parmeet Hunsra of Mandair Farms has a bit more work to set up her display, but not much. The simplicity of their black banner and black table cloth give the lined-up baskets of fruit a classy look that’s inviting. The Lark’s Nest display is also eye-catching because of its consistent use of red and well-faced products at varying heights.
A chalk board with prices and a banner with the operation’s name give a sense of credibility to a display and informs the customer of what to expect. Add some wooden crates to create storage and height and a market booth will go from ho-hum to something more inviting.
Nena Asuncion of West Coast Cider attends the New Westminster market because of the people and how well the market is managed. She lets her products create a welcoming display with West Coast Cider branding on her tent, signage and shirt, but cider products taking up the table space.
Growers and producers considering selling at a farmers’ market should do an online search for the markets in their preferred locations to learn the days of the week they are held, get contact information for organizers and find out details on what new vendor spots are open and the criteria for participating.
Beginning the research process is easy with help from the BCAFM website at https://bcfarmersmarket.org/.
Be sure to consider markets outside your immediate area. As a number of vendors have learned, this can be quite beneficial to the bottom line and getting a brand out in the world. ■