A B.C.-wide study by Professor David Connell from the University of Northern British Columbia emphasizes the importance of supporting farmers’ markets to strengthen local food systems.
Based on surveys from 11,500 shoppers and interviews with 350 visitors at 70 markets, the study found that despite steady growth, these markets make up just 0.5% of household food budgets.
Connell suggests that if families increased their farmers’ market spending to just 1% of their food budget, it would double the benefit to local food suppliers. The average visit sees shoppers spending around $41.78, a small increase since 2012.
Many people assume that farmers’ markets are too expensive, but 84% of respondents disagreed or were neutral about that idea. Moreover, these markets are not only about buying food—they also serve as community hubs. Half of all shoppers spend over 30 minutes there, with much of that time spent socializing.
Connell will present his findings at Congress 2025 in Toronto. The event is Canada’s largest academic conference, hosting more than 7,000 participants and focusing on the theme “Reframing togetherness.”
Another highlight of Connell’s presentation is a coupon program that helps lower-income households, pregnant women, and seniors afford healthy, local food. Participants get $27 per week to spend at participating farmers’ markets, benefiting both families and vendors.
“The bottom line is you don’t have to spend a lot of money to have a major impact on your local farming community, and ultimately, the local economy,” said Connell. “As opposed to hunting through store shelves and searching for a maple leaf sticker, you can buy Canadian with confidence at a farmers’ market.”
With the increased focus on tariffs and economic hardships, it might be an easy way for Canadian consumers to support local farmers.