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By Steven Addison
Staff Reporter
Sep 08 2006
White Rock’s Farmers’ Market is a significant economic and social driver on the Semiahmoo Peninsula , injecting nearly $1 million annually into the local economy, according to a University of Northern B.C. study.
Not only is the Sunday market among the best attended in the province — frequented by shoppers who want nutritious and locally grown food — it’s also is an important social hub for Peninsula residents. “The White Rock Farmers’ Market also contributes to the social development of the area,” stated the report. “(The market) is not only a place to find local, seasonal food; it is also a place to come together to build community.”
Farmers’ markets are increasing in popularity in B.C. There are now about 100 markets province-wide, compared with 60 in 2000. UNBC researchers have spent the past few months studying the economic and social spinoffs of markets in B.C., with assessments in 26 locations, including White Rock on Aug. 23. Prof. David Connell of UNBC said there’s never been such a detailed study. “Although the role of farmers’ markets as places of shopping, socializing, and culture is recognized, we have not systematically measured the economic and community impacts of these markets,” he said in the report. “This lack of information represents a significant gap in the business planning process of farmers’ markets across British Columbia .”
Based on the study, White Rock’s Sunday market generates $880,000 annually for venders. That doesn’t include the money market-goers spend at other businesses in the area. And, researchers say, that’s a lot of money. Two-thirds of an estimated 300 White Rock shoppers questioned said they planned to visit other businesses or restaurants on market day. “Almost half (45.8 per cent) said they would spend up to $20, while another 20.6 per cent said they would spend more than $20.” Despite this, the report suggests businesses near the George Street market may be failing to capitalize on the traffic. “There were very few businesses located within visible range of the market, and most businesses in the area are closed on Sunday, the day of the market.”
Other highlights of the report include the following: an estimated number of White Rock market-goers is 2,436, among the highest of all markets surveyed; an average spending per day, per customer is $20.82; nearly two thirds of respondents visit the market weekly or several times a month; almost half spend 15-30 minutes at the market, with 40 per cent saying they’d be there for up to an hour; 50 per cent prefer the new location, next to the Elks’ Hall on George Street, to the previous Russell Ave. location.
White Rock Farmers’ Market president Bruce Ketchum said the market, now in its eighth year, continues to grow. “It is our biggest year, not by much, mind you,” he said, adding the new venue creates a more bustling feel. “It’s in a tighter location, so people get the impression it’s even busier than it is.”
WRFM helped fund the survey, in cooperation with UNBC, and the Investment Agriculture Foundation. Results will be used to measure economic and community benefits of farmers’ markets, and increase visibility of markets in B.C. The method has three components – crowd counts, customer surveys and environmental observations. Surveyors stood for 10 minutes once every hour at entry to count customers, conducted one-on-one interviews and set-up a flip-chart survey featuring multiple-choice questions.
Due to the small sample size, the results are not scientifically valid.
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