Cultivating Change: Optimizing Farmers’ Markets in Ontario

Cultivating Change: Optimizing Farmers’ Markets in Ontario

Melissa Johnston

Haliburton County Farmers' Market Association

Tom Hutchinson, Sustainability Studies

2017

Online

Haliburton County

The global food system has been criticized for being environmentally, economically and socially unsustainable. As part of a local food movement, farmers’ markets (FM) are undergoing a revival in response to the escalating food system globalization of the past century. Despite the prevalence of FMs as formalized organizations, there remains a significant range in their operational strategies. Through 41 questionnaires and 17 interviews with market administrators across Ontario, in collaboration with the Haliburton County Farmers’ Market Association, I explored these strategies and analyzed the influence of community characteristics on FM operations. Factors that appear to have a significant impact on FM governance and management are market size and age, willingness to adapt to change, and relationships with external organizations. My findings suggest that democratic vendor engagement and documentation of procedural systems can help optimize market administration. In terms of vendor relationships, primary concerns include regulation of resellers, diplomatic vendor pool design, and creation of a collaborative atmosphere. As well, I conclude that customers are best viewed as socially invested stakeholders with a strong interest in learning about local food production.