Executive Summary

Farmers' Markets and their Economic Impact in Nova Scotia: Customer and Vendor Survey Analyis examines the profile of a sample of customers and vendors from eleven farmers' markets in Nova Scotia. Participants in these markets were surveyed during 2003 and 2004 in order to gain a comprehensive understanding of the customer characteristics and their buying patterns. Vendors were surveyed to determine their characterisitcs, products and production levels. From these surveys, a calculation of the economic impact of these eleven markets was calculated. An economic multiplier was applied to determine the full economic impact these markets have on the provincial economy.

The results of the customer survey of a sample of 420 individuals from across the province of Nova Scotia show that the average customer is female in the age range of 40-59 years with two individuals in the household. No single household income category was most prevalent with income under $25,000 representing 20% of respondents. Further income ranges of $25,000-34,999, $35,000-44,999, $45,00-54,000, $55,000-64,000, $65,000-74,999 each represented 7-13% of the sample.

Customers were generally residents of the areaa (64.9% lived within 5 kilometres of the market) who are frequent and long-time visitors to the markets. The average spent at the market was $28.27, although rural markets tended to have lower average sales than the Halifax market, with an additional $34.67 spent at other businesses on the way to or from the market by approximately one-half of market customers.

Customers frequent the markets for a number of reasons with the top five being 1) fresh quality produce 2) the social event, atmosphere 3) supporting local farmers 4) supporting local community 5) quality products and organic foods. A majority appeared to be satisfied with the operations and set-up of the various markets although many comments for improvement in various areas were given.

The vendor surveys show the vendors are relatively small operators that produce a wide range of products from produce to baked goods to crafts, with a majority identifying arts and crafts as their primary product category. Other key products include produce, baked goods and plants. The vendors generally live close to the markets, a mean distance to the market of 22.6 km. A majority have been in business for less than five years and the income is primarily considered only a portion of their full-time income. 36.7% of vendors sold at least some organic products and the number of vendors of such products has increased between 2000 and 2003, likley as visibility and demand for organic products has increased. Overall, the vendors appear to be satisfied with the market, although specific comments and suggestions were also made to improve the markets.

The economic impact of the provincial farmers' markets was estimated to be $68,285,970 when an economic multiplier of 3 was applied to the total annual spending at the participating markets in Nova Scotia of $15,623,244 and at other businesses of $7,138,575. Thus, the farmers' markets are local outlets for small producers throughout the province that provide a substantial and widely dispersed impact on the economic well-being of the province.