There are many way the Quesnel Farmers’ Market (QFM) contributes to the community, but the financial impact has now been closely estimated.
According to a study by the BC Association of Farmers’ Markets (BCAFM) done by UNBC professor David Connell, the weekly agri-event pumps $1.3-million directly into the local economy each year, with direct sales of more than $870,000.
“The Quesnel Farmers’ Market is a significant economic player,” said BCAFM executive director Heather O’Hara. Of note, in Quesnel, 85 per cent of market shoppers said they also shopped elsewhere in the city in concert with their QFM visit, and would spend almost $50 each day in those ancillary shopping trips.
A whopping 87 per cent of respondents felt the farmers’ market had a somewhat positive, positive or very positive effect on the neighbouring businesses.
The study revealed that during peak market season, the Quesnel Farmers’ Market attracted about 277 shoppers per hour (the provincial average was 377). Quesnel’s market attracts more than 1,200 people each weekend and over 30,000 people visit the farmers’ market annually.
Of the 30,200 visitors to the site, 22,600 identified as shoppers. Those customers spent an average of $38.52 per visit.
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About 150 people participated in the Quesnel survey. Sixty percent of all shoppers visit the market either regularly (almost weekly) or frequently (two-three times per month).
“The contributions of BC farmers’ markets are incredible. From small business incubators to tourism destinations, community gathering spaces, and sustaining local food systems – farmers’ markets do it all,” said O’Hara.
For Connell, this new evidence solidified that “farmers’ markets continue to serve as the face of farming in B.C.”
He has done similar research in previous years.
“There has been significant growth in the number and vitality of farmers’ markets in B.C. and it is important to understand not only what they contribute but also how much they contribute to local neighbourhoods, cities, and towns,” he explained.
For the QFM, it was encouraging on two fronts that almost 40 per cent of shoppers had been coming for more than a decade, there was a significant drop in 2021 and 22 (only 5 per cent combined) but a further 20 per cent came for the first time in 2023, representing a major recent upsurge in new visitor interest.
There was also a nearly even spread (19.5 to 28.2 per cent) across four age categories above 20 years old.
Quesnel Farmers’ Market president Paul Zeegers praised Connell’s thorough approach, which went all over B.C., not just their one Cariboo location, so there was a lot of data the entire province can use.
“He went to something like 65 markets - clipboards with sticky dots tracking where people spent their money - just to show the B.C. government that farmers’ markets are making a big impact in the local communities. Because when you spend money at a farmers’ market, all the money stays in the local economy,” Zeegers told The Observer.
Since its inception more than 30 years ago, the Quesnel Farmers’ Market has continued to grow, year after year, with 40–50 unique vendors during peak season. Still supported by the founding farmers, this market sets up every Saturday morning from May through October, right outside one of the region’s first schoolhouses just minutes from the Fraser River.
The recently released BC Farmers’ Market Economic Impact Study revealed that direct sales at B.C.’s farmers’ markets were $155-million, contributing to $233-million in additional economic impacts for the provincial economy.
“In addition to an increase in the amount spent per shopper,” said O’Hara, “there are also more markets, more days of the week that markets are open, and more vendors selling at farmers markets.”
Annual attendance at B.C. farmers’ markets increased from 4.4 million in 2012 to five million visits in 2023, with tourists and day-trippers accounting for 17 per cent of visitors.
Local shoppers were found to be loyal supporters, with 67 per cent visiting a farmers’ market at least once per month.
What was not calculated, but can be easily imagined, is the large amount of money spent by the vendors themselves into the local economy to grow or make their wares, adding yet another layer of spinoff economic benefit to Quesnel.
Top 5 Reasons to Support Farmers’ Markets:
1. Invest in Community Growth: Your commitment to farmers’ markets is an investment in the growth and development of local neighborhoods, cities, and towns.
2. Enjoy Fresh, Direct, and In-Season Produce: Access the freshest fruits, vegetables, meats, cheeses, and more directly from local farmers. Connect with the people who grow your food and savour the flavors of each season.
3. Support Local Food Systems: By choosing locally sourced produce, you help cut down on carbon emissions, with fresh goods traveling less than 300km, fostering sustainability and supporting local agriculture.
4. Support Sustainable Practices: Opt for sustainably produced foods, promoting not only your health but also the environmental sustainability of BC’s agricultural practices.
5. Experience Vibrant Community Spirit: Immerse yourself in the unique community spirit of farmers’ markets. Connect with growers, discover artisan goods, enjoy live local music, and become a part of the thriving local food scene.
The study’s additional authors include: Chloe Brogan (project manager), Kate Poirier (project coordinator), and Christine Bruce (research associate).
READ MORE: B.C.’s farmers’ market coupon program is back for another season