BC farmers’ markets are places of connection. These community spaces allow producers and consumers to interact directly for fresh, local, in-season foods. But more than that, they are proven to help our local economy.

Results from the 2023 Farmers’ Market Economic Impact Study quantify the important role that farmers’ markets have in communities across the province. A collaboration between the BC Association of Farmers’ Markets (BCAFM) and Dr. David Connell, University of Northern British Columbia, the 2023 project builds upon similar studies in 2006 and 2012. It found that direct sales at BC farmers’ markets in 2023 were $155 million, contributing to $233 million in provincial economic impact. When adjusted for inflation, 2023’s results show a 28 per cent increase in sales and economic impact over 2012.

A team of six research associates travelled over 18,000 kilometres across the province to conduct 70 onsite market assessments, reaching approximately 11,800 study participants. Research associates used interactive, eye-level paper surveys with colourful stickers to encourage high-volume participation. One-on-one interviews with shoppers and neighbouring businesses provided additional context and perspective on how farmers’ markets interact with their communities. These results demonstrate the factors which have contributed to the economic growth of farmers’ markets:

Beyond spending at farmers’ markets, the study shows that 80 per cent of provincial respondents indicated they would do additional shopping or eating at other local neighbouring businesses. Estimating that market shoppers spent an additional $119 million in direct sales at nearby businesses, it is no surprise that 87 per cent of surveyed businesses reported that their local farmers’ market has a positive impact on them.

Farmers’ markets have strong and loyal shoppers, with over half (54 per cent) of all local study respondents saying that they visit a farmers’ market at least twice per month—but they are also important tourism destinations. Tourists made up 17 per cent of provincial study respondents, and over one-quarter said that they return to their destination market for three or more consecutive years. While locals spend more on average at the market directly, tourists and day-trippers tend to spend more at neighbouring businesses than their local counterparts.

Supporters and vendors who are regulars at farmers’ markets across BC are likely to understand their implicit value as community spaces that foster direct relationships with food producers. However, in a world of competing demands and finite resources, farmers’ markets can benefit from evidence that demonstrates their value. The information can help a farmers’ market communicate their importance and advocate among interest holders to advance development goals.

Results from our study show that past, present, and future farmers’ market shoppers are enjoying more than an afternoon in the sun browsing fresh produce. Rather, market shoppers are supporting sustainable local food systems by investing in their local economy.