Farmers’ markets can offer a safe financial diversification to those
who are willing to organize their products, drive them to town and talk
with customers over the weigh scale.
It is a less risky venture than raising exotic animals, says Michael
Gertler, a sociology professor at the University of Saskatchewan.
He and rural studies professor Diane Martz of Muenster, Sask., have
been studying the Saskatoon Farmers’ Market for the past year and are
seeking funding to widen the study to other markets in the province.
Read Also
Well-being improvement can pay off for farms
Investing in wellness programs in a tight labour market can help farms recruit and retain employees
While they have not finished analyzing the surveys from farmers who
sell at the Saskatoon market, Gertler has some early conclusions.
Family farms and women-run gardens are especially represented in the
market.
“It’s a corner of agriculture particularly amenable to women’s
participation.”
The sociable aspect of the market and the need to develop relationships
with regular customers suit women’s personalities better, Gertler said.
Also, the customers are usually women since buying food is
traditionally part of their role.
Surveys of the buyers show women view the market as a safe, secure,
friendly place.
“It’s clear many of the people are very longtime, loyal customers who
see the farmers’ market as a cultural, social and nutritional benefit.
It adds to their quality of life.”
Another aspect of the market is the diversity of people who come to it.
It is a mixture of ages, wealth and ethnicity. Often the market has
entertainment or displays and information about other events or
political concerns.
Gertler suspects other communities with farmers’ markets will find the
same atmosphere and benefits.
“It adds stability and security to local food systems. … It adds real
flexibility to peoples’ farm diversification.”
Farmers’ markets located in most prairie centres are also popular with
city planners, said Gertler. They see them as a way to revitalize their
downtowns by luring customers out of the suburbs. He said the
27-year-old farmers’ market in Saskatoon claims sales of $5 million a
year.
