The “Buy Canadian” movement moderately boosts existing local farmers’ markets growth

The Tillsonburg Farmer’s Market, which takes place on Bridge Street in front of the Station Arts Centre, is a busy place on Saturday mornings. One of many local farmer’s markets, farmers and organizers are waiting for harvest to start to see if there is an increase in business with the Buy Canadian movement.

By Diane Baltaz

The recent tariffs imposed by the United States and threats to absorb Canada as the “51 state” has united Canadians to “Buy Canadian.” However, whether or not customers are pulling out their chequebooks to support local farmers’ markets depends upon whom you talk to.

Vendors at the Simcoe and Brantford Farmers’ Markets, the district’s two year-round sales venues, report seeing more visitors, but say it hasn’t always resulted in increased sale.

“There are certain vendors here who definitely have increased sales, but mine remain normal,” said Natalie Hahn of Kent Creek Farms, a fruit vendor at the Simcoe market for 10 years. “I’m hoping that it (Buy Canadian) will create increased sales.”

“There’s a lot of new faces and people who haven’t been there for a long time,” Hahn added.

Michelle Verhegge runs the Jensen Cheese stand at the Simcoe market: She noticed “a bit of an uptick of people walking through” the market. “There are more seniors and new faces now. A lot of people are saying that this is their first time to market. Some mention to me about buying Canadian, although we carry a few other items from the UK and other places.

Jensen Cheese ran a “Reverse Tariff Sale” at its retail outlets including the Brantford and Simcoe Farmers’ Markets for three weeks in April. Labeling themselves as being: “Proudly Canadian”, they discounted select aged cheddars and Colby cheeses by 25 per cent.

”We are just helping everybody out as it’s tough right now as prices are going up,” explained Jensen sales manager Patty Davenport.’

At the Brantford Farmers’ Market, Kimmy Osmond said that sales of her micro-winery’s Blue Gables haskap wine “have improved somewhat, but it’s not over the top.” Osmond added that some locals who buy directly from her Paris-area winery express surprise when she says that she has a stall at the market. “They ask, ‘Where’s the Brantford Farmers’ Market?’ even though they lived in the city for 10 years.”

The heads of the farmers’ committee for the Simcoe Market and the Tillsonburg Farmers’ Market frame their observations of market trends as part of larger, historical and cultural movements.

Steve Miedema of Townsend Butchers chairs the Simcoe Farmers’ Market committee. Although he also sees new faces and return customers, Miedema said that market sales have steadily risen since the pandemic, which shut down retailers in 2020. Many vendors, including himself, switched to online sales with curbside pickup and “did well.” Since then, customers who value buying fresh, local product and supporting the local economy have returned.

“There is a strong rebound that’s been happening with the Simcoe Farmers’ Market for several years,” said Miedema. “There was a very visible comeback last spring.”

Miedema credits government initiatives such as Foodland Ontario and Norfolk’s promotion for being “Ontario’s Garden” for enhancing this rebound.

Ti m Norris of Orange Door Farm, Mt. Elgin, chairs the Tillsonburg Farmers’ Market, which runs on Saturday mornings from mid-June to late October. He has been selling artisan chicken at Tillsonburg for nearly a decade and added a stall at the Simcoe Farmers’ Market four years ago.

“Perhaps customers come for a Canadian product, but I never asked,” said Norris, “To me it looks more like window shopping with people wandering around seeing what is at the market, but they’re not always spending money.”

Norris recognizes that farmers’ markets provide both social and economic benefit for communities across the generations and cultures.

“Farmers’ markets were always a huge part of the community, just like churches. They’re meeting places for a community.”

Norris describes markets as places for socializing, especially for seniors who may consider their market shopping as a weekly highlight. “Going to farmers’ markets gives them the outing that they crave. They meet people at market that they know but may be an acquaintance, but still someone to talk with.”

Tillsonburg’s recent growth as a retirement town boosted market patronage because “it’s one of the first places newcomers visit when they move to a new town,” said Norris

“They get the feel of the town that way. I find that a lot of them come from the GTA (Greater Toronto Area),” said Norris. “If they’re willing to spend money that is great for the town as it supports businesses. They want that idea of coming from a big place especially like Toronto and interacting directly with the farmer.”

Such farmer –customer interactions work well at Tillsonburg, because market requirements forbids “jobbers” who bulk purchase from middle parties, other than buying additional items directly from neighbouring farmers.

“I sell the chicken; another farmer sells the beef,” said Norris. “When you’re talking to the people there, you’re talking to the farmers. Supplements like limes are allowed, but the majority of what you sell comes from your farm.”

Norris expects that Tillsonburg Farmers’ Market sales to become year round with the plans to build a new market space. A developer specializing in multi-use commercial and residential spaces is currently negotiating plans that will include the farmers market with council.

Other local farmers’ markets exist in Hagersville, Port Dover, Port Rowan, and Six Nations. These are seasonal and usually operate from late spring until October and are listed on community economic and tourism websites. 