Figure 14.1
New Brunswick, Canada
Chapter 14
Connecting Farmers’ Markets and Tourists in New Brunswick, Canada
The farmers’ market links the farmer producer with the consumer. The markets, most usually held weekly during the growing season, have the attraction of special events, focusing on seasonal produce and cuisine, and often featuring local entertainment. There is evidence that heritage tourists in Canada are interested in visiting and experiencing these markets (Canadian Tourism Commission (CTC), 2003). As tourism in rural areas grows it has been seen as an agent for rural regeneration and economic development (Lane, 2005). It is thought that rural tourism generates secondary income for agricultural and other rural households (Opperman, 1996). The farmers’ market plays a role in this phenomenon, it provides a tourism product that links locals with visitors and has potential for positive economic impact in rural communities.
This chapter examines how farmers’ markets and tourists are linked in the province of New Brunswick, Canada. This rural agricultural province features the community farmers’ markets on the provincial tourism web site (Tourism New Brunswick, 2007). A number of regional tourism plans have recognized the potential of farmers’ markets in relation to tourism. Some have suggested, for example in the case of the Upper Saint John River Valley Tourism Development Plan (Tourism Synergy, 2004), that the markets have potential to be linked to other food experiences or culinary trails or routes. Others have noted that the farmers’ markets have a role as potential demand drivers for regional tourism and that they can be linked to tourism (Jolliffe, 2006). Using the province of New Brunswick, Canada as a case study location this chapter poses several questions about the relation of the markets to tourism and examines these through case studies of markets and in reference to the tourism marketing information on markets:
Field research uses various methods to obtain information and in this case the researcher was a participant observer at several of the markets profiled. The context for analysing farmers’ markets and tourism here thus combines an outsider view (tourism and recreation) and an insider view (farmers and other locals in agricultural regions) as discussed by Daugstad, Ronningen and Skar (2006). A case study method was used to profile both a group of markets and an individual market that have potential for developing tourism. Secondary information was garnered from other relevant reports, such as local and regional tourism development plans.
The Attraction of Farmers’ Markets in Canada
‘Buying direct from farmers can be seen as a wonderfully stabilizing ritual in this fast-changing world’ (Hunt and Hunt, 1992, p. 4). The quote from Michigan demonstrates that North American visitors are attracted to farmers’ markets where they are able to buy fresh produce and to interact with the farmer producers and other vendors. At farmers’ markets in Canada the atmosphere of the markets is also appealing to visitors looking for authentic food experiences. The markets reflect local lives and livelihoods and many offer a festive environment in which tourists may experience authentic local culture.
In Canada the popularity of these markets is growing, as reported by the Canadian Tourist Commission (2003). The activities that heritage tourists are interested in. Farmers’ markets can add to the appeal of a tourism destination, as noted by Timothy (2004) in the case of St. Jacobs, Ontario. This is a classic case of the influence of farm markets and traditions in creating a tourism destination. Here a number of farmers’ markets operate weekly on a year round basis. The Canadian Broadcasting Corporation has reported (2006) that according to Farmers’ Markets Canada, a newly formed national organization, there are roughly 500 markets across the country. As part of this growing trend in Canada it furthermore reported that ‘The demand for food, fresh from the farm, is growing in the Maritimes. There are almost 40 farmers’ markets in Nova Scotia, PEI (Prince Edward Island) and New Brunswick … and that number is expanding. New Brunswick and Nova Scotia are even having trouble keeping up with the demand and both PEI and New Brunswick have waiting lists for vendors wanting to sell’ (CBC, 2006). This chapter focuses on this growing farmers’ market trend in New Brunswick.
Farmers’ markets take place within a rural context contributing to rural tourism, or they bring the rural to the urban setting. When held in urban settings it is typical for the produce to come from the rural areas that surround urban locales. Some researchers have noted that the farmers’ markets are more beneficial to farmers located in proximity to urban farmers’ markets. In the case of the country farmers’ markets these markets can be seen as part of the countryside capital (Garrod et al., 2006) that can contribute to the emergence of rural tourism. This ‘capital’ is viewed as including not only the landscape and historical features but also distinctive local customs, languages, foods, crafts, festivals, traditions and ways of life. Garrod et al. argue that investment in countryside capital should include food and tourism.
Part of the appeal of Canadian farmers’ markets is their connection with local agriculture. Several authors connect agriculture and food with cultural heritage. Daugstad et al. (2006) argue that cultural heritage is closely connected to agricultural practice and management. In addition, a number of authors portray farmers’ markets as being part of the developing food tourism niche area (Boniface, 2003). The encounter between the farmer producer and the tourist consumer is portrayed as the hallmark of the relationship between the farmers’ market and tourism. The market experience can contribute substantially to what Williams (1998) refers to as the experience at the destination. Direct contact with the farmer producer can therefore be seen as an experience imbued with the local authenticity that many tourists seek.
There are a number of types of markets where farmers can market their produce directly to consumers (Table 14.1). LaTrobe (2001, p. 182) states ‘Farmers’ markets are characterized by the selling of foods and other items directly to the customer by the person who grew, reared or produced the goods’. Farmers’ markets of all types are recognized as the oldest and most common type of direct marketing by farmers. This direct selling from farmer to consumer is seen as a rural development tool (Gale, 1997). Farmers’ markets include direct farm markets and community markets where farmers and others can bring their local produce and goods to be sold. In some cases the nature of ‘local’, the distance from which the local produce can come is defined and in Canada the local source of food is one of the criteria laid out by the National Association of Farmers’ Markets (CBC, 2006), the organization which governs the processes behind the markets. This chapter has a focus on these latter community farmers’ markets. Scheduled on a regular basis and having some local festival and event like qualities, these are the markets that appeal to both tourists and tourism marketing agencies.
Table 14.1 Typology of farm markets
| Types | Benefits for farmers | Benefits for tourists |
Pick your own or u-pick | Located on site, can promote branding of their product, incorporates activity for visitors, value added product | Authenticity and experience of visiting the farm |
Farm gate stands | Located on site at the farm, connects the visitor with the farm, encourages branding of the farm product | Purchasing directly from the farmer operators, experience of visiting the stand |
Roadside stands | Located not far from the farm, allows farmers to connect with customers | More removed from the farm and the authentic experience depending on location |
| Farmers’ markets | Community operated through cooperatives; additional outlet for goods; interaction with consumers, visitors, tourists | Festival atmosphere, direct contact with farmer producers and other locals |
Adapted in part from Gale, 1997.
Agriculture, Farmers’ Markets and Tourism in New Brunswick, Canada
The rural agricultural province of New Brunswick (Figure 14.1), almost bounded on three sides by the Atlantic Ocean and on the northwest by the US border with Maine, has been referred to geographically as a country by itself (Maxwell, 1951). With many rivers, lakes and islands it has rich agriculture lands as well as fishery resources that can contribute to the food tourism experience. The rich lands of the Saint John River Valley and its tributaries form one of the main agricultural areas of the Maritime region (that also includes Prince Edward Island and Nova Scotia). The Saint John River Valley contains the best farmland in the province (Bone, 2002). With a population of around 730,000 (Government of Canada, 2001), many locations in the province are associated with agriculture or fishery and their products are known beyond New Brunswick. For example, Hartland is home base for McCain’s Foods, a multinational food corporation known initially for processing potatoes. The province exhibits rich culinary traditions of the aboriginal people and those brought in by Acadian, Irish, English, French settlers and others.
Figure 14.1
New Brunswick, Canada
Agriculture, forestry and tourism plays a strong role in the economy of the province (Bone, 2002) and it is logical that agriculture should be linked into the tourism offerings. It is reported that 1.86 million people visited New Brunswick in 2003 (Tourism New Brunswick). They also indicate that the performance of tourism in generating revenues of $1.1 billion and 31,000 jobs make tourism one of the leading economic generators in the province. A similar number of jobs are created by agriculture (food production and processing), mostly in rural areas. The agricultural sector is described as diverse, combining 3,034 farms with 100 processing plants to produce $1.37 billion worth of agri-food and beverage products in 2004 (Government of New Brunswick). Examining these two major industries it is evident that there may be potential to combine and utilize the two resources together. Farmers’ markets are one location where farmers and tourists and agriculture and tourism meet. However, the predominance of large-scale agriculture in the province may limit the number of farmers available to participate in markets.
Research on heritage tourists in Canada (Canadian Tourism Commission (CTC), 2003) notes their interest in museums, farmers’ markets and historic sites. Culinary tourism activities can include visits to farmers’ markets. In the province of New Brunswick in eastern Canada opportunities for tourists to experience food include visits to restaurants; agricultural fairs; museums; food festivals and farmers’ markets. Research on tourist motivations for visiting the province within the category of festivals and events indicate an interest in visiting and shopping at farmers’ markets (Tourism New Brunswick, 2001). These latter community markets within the province are of interest to tourists since besides offering produce they also sell prepared local and ethnic food and crafts. At the markets it is possible to find products that are place specific, such as the maple syrup that is characteristic of Northeastern North America (Buszek, 1982). In a study of visitor motivations in New Brunswick (LeBlanc, 2004), it was noted that francophone visitors showed a slightly higher motivation for visiting and shopping at farmers’ markets than did the Anglophone visitors.
The farmers’ markets of New Brunswick reflect the agricultural nature of the province. While 18 farmers’ markets were identified in the province this chapter concentrates on the markets associated with the vicinity of the rich farming lands along the Saint John River that forms the main farming area of the province. This narrows the study to eight markets that are geographically clustered with proximity to the Saint John River. One of these, the WW Boyce Farmers Market in Fredericton, operates once a week year round and another, the Saint John City Market, operates 6 days a week year round, while the others are seasonal. In the province there are also a number of farm gate markets and roadside stalls where farmers sell directly to consumers, which are not examined here. For example, the Economic Planning Group (2006) reports that in the South-Central region of the province there are six community markets as well as a number of commercial farm market stalls.
The community farmers’ markets of New Brunswick provide a venue for interaction between the farmer venders and the tourist visitors for an authentic tourist experience. The markets usually only open once a week or once every other week during the late spring, summer and early fall often taking on a festival-like atmosphere, in incorporating venders selling other locally produced products (e.g., soap, candles, hand made jewellery, woodworking, baskets, home baking, ethnic foods) and local musical entertainment. The farmers’ market product mix in New Brunswick is demonstrated by the Bouctouche Farmers Market, listing a variety of products on their web site (Table 14.2).
Table 14.2 Product offerings at Bouctouche Farmers’ Market, New Brunswick, Canada
| Fresh vegetables grown by local farmers | Stained glass |
Lots of fresh baked goods | Handcrafted jewellery |
Shrubs, bushes and trees | Jams, jelly, pickles – all homemade |
Fresh cut flowers | Quilts |
Plants grown by local gardeners | Locally made soaps and oils |
Paintings by local artists | Beach glass items from local area |
Wood products made by local craftsmen | Ceramics |
| One of a kind pottery | Knitted products |
Source: Bouctouche Farmers Market, 200
The most historic farmers’ market in the province is the Saint John City Market which is managed by the City of Saint John. It dates back to the 1800s and was the result of an amalgamation of a number of fresh produce markets in the city. The current building was opened in 1876 and renovated in the 1980s. The market is open year round from Monday to Saturday. While the web site of the City Market promotes a traditional ‘farmers’ market’ experience few current vendors are farmers (Saint John City Market, 2007). However, the current market has an active schedule of events designed to attract visitors. For example, a Wool Fondlers weekend event held in January of 2007 featured spinning, weaving and dying demonstrations as well as introductory knitting classes. The market is one of the main tourism attractions for visitors to the city. In particular, the cruise ship visitors on cruises from Boston and New York are an important visitor segment for the market. Shopping such as that provided by the City Market in the form of arts, crafts and local food products, is recognized as a major shore-side activity for these passengers (Chesworth, 2006). In 2006, 30 ships called at Saint John with an approximate total of 88,000 passengers (Cruise Saint John, 2006).
The farmers’ markets in the province are seen by Tourism New Brunswick (2007) as linked to tourism and this is reflected by their listing on the web site promoting tourism to New Brunswick. Farmers’ markets are listed in the heritage, culture and arts section of the site with the descriptor ‘Farm-fresh produce, artisan treasures, delicious local fare and so much more in that ever lively market atmosphere’. In their 2003 (Tourism New Brunswick, 2003) survey of consumer intentions, activities and interests farmers’ markets scored 6.5 out of 10 as a mean score for interest. Using this data to examine visitor motivations in New Brunswick (LeBlanc, 2004), it was noted that Francophone visitors showed a slightly higher motivation for visiting and shopping at farmers’ markets than did the Anglophone visitors.
However, the listing of markets for tourism is broader than just farmers’ markets, including for example the Saint John City Market (which has few farmer vendors but is nonetheless one of the top tourism attractions in the city) suggesting that the provincial tourism officials are keen to trade on the appeal of farmers’ markets. Recent tourism planning studies, such as that done for South Central New Brunswick (Economic Planning Group of Canada, 2006) and for the Kingston Peninsula (Reid and Stewart, 2004) in New Brunswick note the role of farmers’ markets in providing activities for tourists. The farmers’ market cooperative is a typical organizational framework for the emergence of farmers’ markets in the province. A cluster of farmers’ markets and an individual market are profiled in the following case studies.
Case study: Saint John River Valley farmers’ markets
The Saint John River Valley, an area that extends from Edmundston in the north to Saint John in the south is known as a rich farming area. It is also recognized as a developing tourism destination. A number of markets parallel the River Valley route. This includes markets at Grand Falls; Perth Andover; Hartland, Woodstock, Fredericton and Grand Bay (Table 14.3). A recent tourism development plan for the upper portion of this region noted the markets as being part of the resource that could be grouped with other culinary products for regional crops or specialty food tours (Tourism Synergy, 2004).
Visitors to this tourism area (River Valley Scenic Drive) are characterized by Tourism New Brunswick research as ‘Upscale visitors on long touring trips … they like being outdoors and close to nature, they often do things on the spur of the moment while on vacation and customer service and quality are essential’ (Tourism New Brunswick, 2005, p.2). The farmers’ markets of the valley would appeal to this demographic profile.
That several of the farmers’ markets on the route are new (Grand Falls and Woodstock) could be noted as a potential sign of interest in developing this product. The fact the markets in most cases are only open once a week in season limits their access to tourists and for tourism. However, when combined with other food experiences, such as visits to farms, historic villages (such as Kings Landing Historical Settlement) and production facilities, the farmers’ markets have the potential to contribute to day touring products. These components could be developed for tour companies to offer, or self-guided itineraries or routes could be designated.
Table 14.3 Saint John River Valley farmers’ markets in New Brunswick, Canada
| Location | Market Name |
Grand Falls | Grand Falls District Farmers Market |
Perth-Andover | Perth Andover Farmers Market |
Hartland | Hartland Farmers Market |
Woodstock | Handcrafted jewellery |
Fredericton | |
Grand Bay/Saint John/Kingston | Grand Bay Farmers Market |
Kingston | Kingston Farmers Market |
Saint John | Saint John City Market |
Source : Adapted from Tourism New Brunswick, 2007.
The case of the Saint John River Valley farmers’ markets highlights the role that the markets might play, along with other food products and venues, in developing food tourism within the province. The geographical proximity of these markets suggests the potential for linkages, either through developing the markets into a ‘farmers’ market route’ or by linking the markets with other providers (restaurants, festivals, museums, etc.) to form a food tourism route. An example of the assets for such a route is sketched out in (Table 14.4). A distinctive feature of this route is the variety of food traditions to be experienced, from the cuisine of the Acadians to that of the aboriginal peoples.
Partnerships towards this cause of developing a food tourism route will be essential if products are to be developed for interested tourists. Generic research on farmers’ markets has indicated that consumers are interested in travelling further to attend markets if a number are clustered or scattered in a rural area (Brown, 2002). It could therefore be beneficial for the communities clustered along the River Valley to encourage the linked development of such markets, either as a stand alone food tourism product or as suggested above linked with other food and food interpretation providers, to form a dedicated route.
Table 14.4 A food tourism route for the Saint John River Valley, New Brunswick, Canada
Case study: Kingston Farmers’ Market Cooperative Ltd
The rural Kingston Peninsula located in the south west of the province, once largely agricultural, is transitioning to more of a service-based economy. Located near the urban area of Saint John the peninsula is accessible both by road and by cable ferry. In their study of the emergence of cultural rural tourism here Gosse and Jolliffe (2006, p.5) indicate ‘Now discovered by tourists an infrastructure of small tourism enterprises such as bed and breakfasts, inns, marinas, u-pick farms and farmers’ markets are emerging to cater to visitors’. The study also found that over 75 per cent of tourism stakeholders interviewed agreed that tourism development is essential to the well-being of the community. This case profiles the larger of the two Saturday markets located in the small rural community of Kingston, The Kingston Farmers Market Cooperative Ltd.
With origins in a small community market that is still operational as The Original Kingston Farmers Market this cooperative was incorporated in 1997 and subsequently opened at its present location in 1998. Currently there are over 60 vendors on the roster for this weekly market which is attracting around 30,000 customers a year. The market is directed by a board of directors and is managed by a part-time Market Manager.
A significant part of the Kingston Farmers Market experience is the traditional breakfast that is served. Breakfasts are prepared by part-time staff and served at long tables by volunteers. This food tourism experience contributes to the market being a destination for visitors from the city of Saint John as well as tourists who are staying in cottages or camping on the peninsula. They come not only for the breakfast but also to socialize with friends and neighbours and to meet new people. While only a few of the vendors at this market are farmers it has been observed that both the farmer vendors and the customers at this market value the interaction in the selling and purchasing process. Many of the people who participate in this market have dual roles. For example, the part-time Manager of the market is also a farm vendor. One of the craft vendors at the market is the part-time market cleaner.
A recent report on tourism in the area recognized the Kingston Farmers Market as a demand supporter for tourism (Reid and Stewart, 2004). However, the report also identified the market buildings as being underused and the lack of sustained funding as a weakness. A visitor survey conducted by the market in the summer of 2004 had indicated an attendance from surrounding localities. It is not known how many tourists visit the market, although educational tourists taking photography courses in the area, from nature photographer Freeman Patterson, and friends and relatives of those who have cottages in the area are frequent visitors. The recommended improvements to market infrastructure are finally being implemented. In the summer of 2006 the Kingston Farmers Market received $187,000 in federal funding and $45,000 in provincial funding from the Provincial Government towards improvements including increased parking facilities, shelter constructed for outdoor vendors and improved kitchen facilities. Tourism stakeholders on the Kingston Peninsula surveyed recently noted the benefit of the market development to tourism on the peninsula (Gosse and Jolliffe, 2006).
This case of the Kingston Farmers Market shows investment in countryside capital advocated by Garrod et al. (2006) reflecting both direct investment through government agencies and indirect investment through the community shareholders of the Kingston Farmers Market Cooperative. As is seen by the 2006 government funding direct investment has a more immediate and tangible effect, however indirect investment is still significant. This market has therefore successfully addressed some of the challenges faced by farmers’ markets. This includes maintaining the farm market mix; creating activities for locals and tourists and finding infrastructure funding. It has also contributed to the tourism product of the rural peninsula by complimenting other small-scale tourism offerings, such as inns and cottages.
Analysis: Farmers’ Markets and Tourists in New Brunswick, Canada
A number of observations can be derived from both the survey of the farmers’ market situation in relation to agriculture and tourism in New Brunswick and from the case studies presented above:
Do these conclusions address the questions posed at the beginning of the chapter? The first question asked was can the farmers’ markets be developed and promoted through tourism? The case studies demonstrate that the farmers’ markets of the province are a component that could be used to develop the food tourism product. Because of the limited availability of the markets they will need to be combined with other products to become viable tourism products. While the markets are only informally linked with tourism they do have potential, along with other food tourism elements, such as restaurants, food festivals, food production facilities and farm gate stalls, to contribute to tourism development in the province. Tourism is therefore at a beginning stage of being harnessed as a vehicle for the development and promotion of the farmers’ markets in the province. The markets are independently operated and do not at this stage have any kind of affiliation or association that would encourage joint marketing.
The second question asked how the farmers’ markets can be promoted as local festivals and events. The farmers’ markets of the province are considered by Tourism New Brunswick to be a form of local festivals and events. There is probably some potential for joint promotion of the markets with other regional tourism products. There may be potential for promoting the entertainment aspect of the markets through event listings at the accommodations in the vicinity of the market locations. For the tourists seeking an authentic local experience there is some benefit to be gained from attending farmers’ markets. However, the fact that the markets are for the most part held once a week seasonally gives them a festival like quality but limits their availability to tourists. The one exception in the case of New Brunswick is the Saint John City Market which simulates a farmers’ market experience, however with little involvement from farmers.
The third question queried the possibility for the markets as a whole to be promoted as a tourism attraction for the province. This focused review of farmers’ markets in New Brunswick has demonstrated that they are definitely a resource that can be used in developing the food tourism product of the province. Being reflective of local culture and held on specific days and times the farmers’ markets also have a role to play as festivals. This role will most likely be played out along with other culinary attractions, such as historic sites, museums and food establishments. As demonstrated by the literature and by the case of the Kingston Farmers Market both farmers and market organizers appreciate the genuine and authentic interaction afforded by the farmers’ market setting. It is known that tourists often seek out this type of authentic interaction (Williams, 1998).
Conclusion
Using the case of New Brunswick it is recognized that farmers’ markets serve to connect agriculture with tourism, and farmers with tourists. It is possible that the farmers’ markets may evolve as tourist events and destinations but this evolution should be planned to safeguard local market needs and protect the authenticity that is valued by tourists. Cooperative action will be necessary if the markets are to contribute to the food tourism product of the province. As is reflected by the case of the Kingston Market these farmers’ markets have the potential to be incorporated into local improvement projects that will benefit both locals and tourists. In addition, in the case of New Brunswick the clustering of markets along the Saint John River Valley suggests the potential for a ‘Food Tour Route’ in which farmers’ markets have a role. Further research is needed in order to fully understand the nature of tourist motivations for visiting farmers’ markets, as well as to understand their role in developing food tourism at destinations with rich agricultural resources such as the Saint John River Valley.
Acknowledgments
Chris Gosse, University of New Brunswick assisted with the literature review through Community University Research Alliance (CURA) funding from the Social Sciences and Humanities Research Council, Government of Canada. An earlier version of this paper was presented at the GEOTOUR 2006 conference held in Kosice, Slovakia.
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