Niagara region farmers' markets: local food systems and sustainability considerations

Abstract

This article presents the findings of a survey of farmers' markets customers in the Niagara region of Ontario, Canada. The recent growth of farmers' markets in North America and the association of these markets with local food systems development provoke examination to gain insights into consumer motivations for patronizing these markets, and to then reflect on their potential role within locally oriented and sustainable food production systems. The survey carried out on customers of three Niagara region farmers' markets corroborates previous studies that noted that socioeconomic and cultural factors such as the importance of food freshness, support of local farmers and the local farm economy, and social interaction-embeddedness-are key expressions of people's support and interest in farmers' markets. This work serves to heighten our understanding of consumer attitudes toward direct marketing via farmers'markets, yields useful speculation about these markets and their roles in sustainable local food systems progress, and also raises critical questions about such customer patronage and associated farmers' markets potential in local food system development.

Perceptions of healthy eating in four Alberta communities: a photovoice project

“…No other NCE participants took photographs of the local farmers' market, although a few expressed interest in checking it out at a later date. A farmers' market is typically designed to be a focal point to bring residents together (Feenstra 2002;Feagan, et al 2004), but these results suggest that it is not yet perceived as a place to obtain local, healthy food nor as a social activity in this community. If the study were repeated after the farmers' market has been in place for a few years the results may be quite different; there may be more photographs taken and stories discussed concerning the connection to local food at the farmers' market representing healthy eating.…”

“…When asked, typical responses as to why the participants did not take any photographs representing healthy eating included "I don't eat out"; "I forgot the camera when visiting these locations"; "I didn't take any food [photos] because we don't have [healthy] food here." Participants' attempts at articulating why they did not take any of these pictures may be interpreted as quotidian indifference, but that in itself may reflect the reported growing disconnect people have about their food and where it is produced (Feagan 2007;Trubek 2008) and its potential relationship to healthy eating (Allen, et al 2003;Winter 2003;Feagan, et al 2004;Gottlieb, et al 2008). …”

“…It was described as a way of life for many of those people participating in it; vendors did not do it to get rich, but rather because they loved doing it. Photo 4 is significant for illustrating the connection the participant makes to local food and healthy eating, but also suggests that supporting other food growers and the local farmers' market is important to her sense of a healthy community (Feenstra 2002;Feagan, et al 2004). …”

Farm Stores in agriburbia: The roles of agricultural retail on the rural-urban fringe

“…As noted in (Feagan, Morris, & Krug, 2004) the customer base for agricultural marketing near large centres is dominated by customers who prize experience as much as food, though we will discuss how this can take many forms in practice. Indeed, in scholarly literature, farm stores are often considered as a component of or subcategory of agritourism enterprises (Che et al, 2005;Talbot, 2012).…”

Metropolitan farmers markets in Minneapolis and Vienna: a values-based comparison

“…Our analysis builds on two bodies of FM studies: those examining how FMs are structured and operate (Govindasamy et al 1998;Brown 2001;Andreatta and Wickliffe 2002;Payne 2002;Stephenson 2008), and those looking specifically at the value placed on the source or origin of produce and products on sale (La Trobe 2001;Feagan et al 2004;Gillespie et al 2007;Alkon 2008;Brown and Miller 2009). However, we expand our perspective beyond the value of "localness" or "farmer-only" sales per se in order to explore the relationships between the values embodied in FM's operating structures, as well as those expressed by the FM managers, farmer/vendors and consumers (See: Smithers et al 2008;Alkon and McCullen 2011;Alkon 2012).…”