Market Matters
January 2010 Vol.13
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Market Matters |
January 2010 Vol.13 |
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President's ReportCelebrating Our 10th Anniversary"Every gardener knows that under the cloak of winter lies a miracle ... a seed waiting to sprout, a bulb opening to the
light, a bud straining to unfurl. And the anticipation nurtures our dream." 
It has been ten years since BCAFM was incorporated. In these past ten years we have had many successes and challenges. I have been president for the past three years and they have gone by quickly. The BCAFM was like a seed waiting to sprout, and with the determination of a dedicated board of directors we have realized much of our dream! In 2006 the board of directors met in retreat and created a strategic plan for the association. We were like a bud straining to unfurl and now we have blossomed. We have run a successful Farmers' Market Nutrition Coupon program for three years. In 2009 the FMNCP benefited over 700 families across 16 communities. We thank Paula Luther, our project manager, for the work and dedication she has given this program. It is with sadness that we have to put the program on the back burner because of lack of funding. We are committed to support our markets with information so that the program can be adapted to individual needs. This past year our board of directors met in retreat twice to plan for the future of the Association. We are proud that the bulb is opening to the light. The development of the Board Governance, Market Managers and the MarketSafe programs are three goals from our strategic plan. We will launch all three at our upcoming conference in Penticton on March 12 (MarketSafe) and March 14 (Board Governance and Market Managers Training). What a great accomplishment! We thank the Investment Agriculture Foundation for supplying us the funds to carry out the goals of our strategic plan. Your board of directors knows the importance of farmers and this coming year we will be working on reaching new farmers to start selling at our markets. We will also be working to bring more customers to the markets with our market visibility plans. As we grow forward we need to know what it is that our markets want and need. In 2010 we will be planning for the next five years. Please take time to call me or our office and share your dreams both for your market and the BCAFM. We want to meet the needs of the markets and to do so we need to know what it is that you need so that we are able to include your dreams in our planning. I look forward to serving another year on this active board of directors. It has been a pleasure to work with such a diverse and dedicated group of volunteers. Yes we are volunteers working on your behalf. Thank you to Elizabeth Quinn, our manger, who has nurtured us and kept us accountable thus, moving us forward realizing our dream. Wishing everyone growth in your markets in 2010 and hope to see you at the 2010 Conference and AGM in Penticton to join us in celebrating our 10th Anniversary!
Manager's Report
Cypress Mountain on the north shore of Vancouver is lit with a blanket snow in brilliant sunshine and hopefully covered in snow for the Olympics that are only days away. Marketing Caravan Conference—March 13, 2010 PentictonQ&A with Minister of Agriculture, Honourable Steve Thomson.Honourable Steve Thomson will answer questions submitted by Feb 26th by attendees registered for the conference. Not all questions will be answered; however, we plan to select those which are most topical. Please register on-line and then submit your question. www.bcfarmersmarket.org/conference/prog.htm. Important Information about Farmers' Market Insurance — All Vendors Should Have their own Insurance CoverageA vendor must be a fully paid member of a local farmers market that is a member of BCAFM to be potentially covered in a lawsuit naming a market
and a vendor. ALL Vendors should have their own products liability coverage extending from their farm or business liability insurance... Vendor Membership OptionOn the horizon is the launch of our "Vendor Associate Membership" option. Farmers' market vendors can join the Association and receive countless benefits for an annual membership fee of $100. Vendors will now have a voice. The Association will listen to your concerns and champion your causes with government, industry and environmental health officers. Vendor Associate Membership benefits include:
In the future:
Email us membership@bcfarmersmarket.org to become a member. Extended Health BenefitsThe BCAFM is proud to announce the availability of extended health benefits to all members. Members will receive preferred rates for family members and employees of your business. Plan options include Life Insurance, Extended Health Benefits, Dental Coverage, Short and Long-Term Disability protection and Travel Insurance. A guaranteed option is available for those who were previously declined. Protect yourself from high medical expenses and invest in your health and well-being. BCAFM Membership Applications due March 15thYour application package will be mailed February 10th and includes a detailed questionnaire about your market. Your assistance in returning your completed questionnaire is most appreciated. Please email membership@bcfarmersmarket.org if your address has changed over the past year. 2010 Pacific Agriculture ShowMinister of Agriculture & Lands, the Honourable Steve Thomson shares a photo opportunity with the BCAFM Board and Manager. From left to right: Patrick Demers (Director), Elizabeth Quinn (Manager), Minister Thomson and Mary Forstbauer (President).
Elizabeth Quinn You are invited to be a part of the launch of the new MarketSafe program!
We are encouraging 24 market managers, market vendors, or small scale food processors to take the very first MarketSafe course and then provide feedback on the course content and delivery. Sign up and be a part of history! Join your colleagues for a great learning experience! The MarketSafe program was developed through a partnership between the BCAFM and FOODSAFE BC, with financial assistance of Agriculture and Agri-Food Canada and the Investment Agriculture Foundation of BC. It is designed to increase awareness and knowledge of food safety and safe food handling procedures for farmers' market vendors, market managers, farm gate vendors, home kitchen small-scale food processors, and others who may make, bake or produce food products for public consumption outside of regulated food service establishments. The MarketSafe course is a five hour, interactive and participatory classroom course. Participants who successfully complete the course will receive a MarketSafe certificate from the BC Regional Health Authorities. Instructors are Toni Burton, BA, MEd, instructor with Camoson College and Tara Hluchy, Environmental Health officer, Vancouver Coastal Health. The inaugural MarketSafe course will be held at the "New Partners—New Opportunities: Working Together for the Future" conference in Penticton, BC on Friday, March 12th. Only 24 spaces are available at a low rate of $35 including lunch. Interested in being one of the first graduates of MarketSafe? Register at www.bcfarmersmarket.org/conference/prog_ws.htm Nutrition and Coupon UpdateNutrition Coupon project — Three Successful Years Come to an End
It has been a very active time on the Farmers' Market Nutrition & Coupon Project (FMNCP). 2009 saw another successful season of the FMNCP, with a redemption rate of 94%. This speaks to the success of the farmers' markets and cooking & skill building programs in creating a dynamic and inviting environment for the participating families. Low-income families with children and low-income pregnant women in 16 communities across the province participated in the 2009 season of the FMNCP. Since its inception in 2007, close to 3000 low-income families and children have participated in the FMNCP. This translates into participating families with increased access to fresh, local foods, a new customer base at farmers' markets, dollars in local farmers' pockets, greater cooking and nutrition skills, a stronger connection with the local food system and a strengthened community. The BC Association of Farmers' Markets (BCAFM) has been working to secure funds for the 2010 season. To date, the funds needed have not been secured, and the BC Association of Farmers' Markets has made the decision to cancel the 2010 season of the FMNCP. The FMNCP will be reevaluated as the economic climate shifts and more funds become available. While the funding and project infrastructure will not be in place by the BCAFM for the 2010 season, there are opportunities for markets and cooking & skill building programs to work together. Many of past participating markets and programs developed strong partnerships and worked together to develop programming and information sharing. Market tours, guest speaker talks by vendors, market managers, and information sharing on what's coming to market, food donations to community programs, volunteer opportunities for participants, cooking demonstrations, and recipe sharing are a few successful initiatives that may work in your community. Alternative funding sources such as credit unions, Health Authorities, environmental organizations, and community organizations (e.g. Rotary Club) are all potential sources of funding and partnerships that may work in your community. Each community has its own unique dynamic and opportunities within it. The BCAFM celebrates its 10th anniversary in 2010 and will continue to work on the core projects Market Safe, Market Manager Training and Board Governance Training. 
Paula Luther |
 Market Managers: make sure to share this newsletter with your vendor community, boards and managers 
Farmers' Markets Canada (FMC) UpdateFMC is now incorporated in Canada. The challenge for FMC is funding. Yes, funding is always a challenge for not for profit societies. FMC represents all provinces. I have the honour of being Vice-President of the FMC. This past year we interviewed two persons for the position of Executive Director(ED). We have applied to Canadian Agriculture Adaptation Program (CAAP) for funding to implement our strategic plan which was developed two years ago. Once funding is approved we will hire our ED. Presently, there is no funding and most provincial associations do not receive government funding. When funding materializes for FMC we will work within our strategic plan to become self-sustaining as a national association supporting farmers in Canada. Let's keep Canadian food on Canadian plates by supporting farmers markets across Canada! Growing forward!! Mary Forstbauer,
What about Food Safety at Farmers Markets?For the past four years, BCAFM has held meetings with the Centre for Disease Control (CDC) and Health Authorities (HA) from around the province. Our goal is to create one Guideline that is provincially accepted by Health Officers (EHO's) in all regions of the Province. It has been a challenge for everyone to understand and follow the Guidelines. Before we collaborated with CDC and the HA's, very few markets were allowed to sell eggs. We have agreed that all markets can sell eggs given that the producer meets the Guidelines for Temporary Food Markets. For those who prepare food at home (Baking, Preserves, etc.) it is now necessary for you to register with your local health office and complete the paperwork. You will need to list ingredients and perhaps have the product tested. You will receive a letter allowing you to sell your product at any farmers market in BC as long as you meet the criteria for the specific market. Higher risk foods may be required to be tested in more than one health region. These Guidelines are for your protection. We must keep our markets safe and by following the Guidelines we are better able to ensure that we are doing our due diligence to maintain food safety. Thank you for taking the time to keeping our markets safe for our customers.
Sales TipsThe following excerpt was taken from "The New Farmers' Market" book by Corum, Rosenzwieg and Gibson... "One of the maxims of selling anything in a retail setting is that you have about three seconds to catch the customer's eye. At a farmers'
market the window of opportunity may be even smaller with so much color, fragrance and activity calling out to shoppers from every direction. With so
little time to make your sale, you need a display that will stop shoppers in their tracks and pull them to your market stand. And how do you do it?
First, learn the tricks of the trade, merchandising strategies that work for supermarkets and that will work for you, too. Go to the supermarket and
survey the produce section. Notice what catches your attention as you scan the displays and figure out why that particular display appeals to you." Here are some great examples of eye-catching displays that will stop shoppers dead in their tracks.
Don't forget your signage too. A professional looking sign should reflect your image and brand. Good signage can help to create a positive and lasting impression with your customers.
— Donna Anaka Key BCAFM Contacts:General Inquiries:Elizabeth Quinn Mary Forstbauer Nutrition and Coupon Program Enquiries:Paula Luther, RHN
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