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Farmers Market
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John Bell
Dozens of Farmers' Markets in BC will now allow the sale of locally produced wine, beer and spirits. The big question for producers is, how to get in on this opportunity.
The new rules came out of the BC government's Liquor Policy Review in 2014, and since then 39 Farmers' Markets across the province have confirmed they will allow liquor sales.
Under the new regulations, says Attorney General and Minister of Justice Suzanne Anton, “Beer, wine, cider and spirits can be sampled and sold alongside fresh fruits and veggies at B.C. farmers’ markets.”
Jon Bell, president of the B.C. Association of Farmers` Markets says many B.C. liquor producers are considering taking a stand at farmers’ markets as part of their marketing strategies in 2015, in view of the initial 2014 success of liquor sales and sampling.
The final tally shows that “39 markets decided they would have liquor sales at their Farmers’ markets’ in 2014”, he said.
Bell offers the following criteria for licensees (BC’s wineries and craft breweries and spirits) looking to sell their product at local farmers’ markets.
- Confirm that the local market is a valid one and meets the definition of farmer’s market. They must be BC non-profits with at least 6 vendors with minimum hours of operation and number of markets a year. All products sold must be made, baked, grown, raised or wild-harvested within BC. Start by checking out the website for the B.C. Association of Farmers’ Markets (www.bcfarmersmarket.org), which provides policies and direction to be a successful farmers’ market, as well as that of the local market you are interested in.
- While a liquor license is not required, vendors must be accepted by the farmers’ market, which is self-governing under a board, and makes its own requirements on who is in and what they want. “It is a two-way street,” says Bell. “You have to work it out with them to get their permission to be a vendor. Some, like the Kelowna Farmers’ Market, have a long line-up to get in.”
- As farmers’ markets are registered as provincial non-profit organizations, Vendors must request the market’s society registration number.
- Determine that the market has permission to sell liquor in the location where it is held. Bell gave several examples: “If it is held in a church or school, it is likely that the landlord (school board or church board) does not allow liquor sales. On Granville Island, the federal government is the landlord and does not allow liquor sales at the Thursday farmers’ market, despite the fact that Artisan Sake Maker is sited on Railspur Alley. Municipal zoning and by-laws vary. For example, Kamloops is looking at it; Vancouver said they would look the other way this season to see how it works. The Whistler market gets 5-6,000 people a day milling around and spending.”
- Determine when and where you are going to be on site. Will there be a wine garden hub, or should you ask the market to create one?
- “If you are planning to go to more than one farmers’ market, each will need a separate authorization,” Bell stresses.
- Be sure to fill out a Farmers’ Market Authorization Request, a pdf document available at: www.pssg.gov.bc.ca/lclb/docs-forms/LCLB049c.pdf. It is an easy to follow, no hassle form, according to Bell. “The manager requires this piece of paper to get on site for liquor sales and sampling,” he points out.
MORE ABOUT FARMERS’ MARKETS:
- Policing is not an issue. ”There are no rowdies; it’s so civilized,” says Bell.
- Farmers’ markets are business incubators. Holy Crap breakfast cereal went from a stand at the Sechelt market 6-7 years ago to a $10 million company with international sales, Bell explains.
- While table fees are low, they are usually higher for wineries, say $50 instead of $25.
- “ For the future of alcohol sales at farmer's markets, some wineries, breweries and distilleries will find markets as a great place to become known and build a client base and then move to bigger venues,” Bell says. “They can take advantage of low cost opportunities to trial their products with little financial risk. I see this area of farmer's markets as a growth sector with many more markets having liquor sales into the future.”
