Connecting with Consumers

At a recent workshop of direct farm marketers, a speaker emphasized the point that in uncertain times people flock to what they know. Another way of interpreting this is that people are looking for what is real and authentic - a relationship that can be trusted. Since farmers rank in the top three of trusted professionals in Canada, there's a lot going for the farmer who has a direct connection to the consumer. This has been supported lately with the growing interest in local food systems and the desire by the consumer to understand the origin of the food they purchase and eat.

Farmers' markets and farm shops are experiencing growth as consumers seek out the story of where their food is coming from. A recent study by the Ontario Farm Fresh Marketing Association reveals that on-farm markets reported considerable growth over the last two years, and that 60% of on-farm markets surveyed derive over half of their total farm income from direct on-farm marketing and over one-third estimate they serve between 5,000 to 24,999 customers in a season. It is estimated that the 750 on-farm markets in Ontario host approximately 8 million on-farm customers annually. Although these may be repeat visits, this statistic is incredible in understanding the just how many Ontarians are visiting and purchasing goods directly from a farm each year.

Is this interest and growth a passing phase? With an aging and increasing population in Ontario I believe it is a growing opportunity for farmers as consumers seek out authentic relationships and experiences to meet a variety of changing lifestyle needs particularly those focusing on health. Time and time again I read how freshness of the product and the opportunity to support the farmer continue to trump price as a factor in choosing to buy at the farm gate or farmers' market.

Remember, what a farmer may think as ordinary is considered extraordinary to 98% of the population. With an increasing urban population, the desire to reconnect with the land (without owning a farm) is a very real desire and farmers willing to work directly with the public have a competitive advantage.

Helpful resources:

Visit the Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) - Business Management Unit website at: http://www.omafra.gov.on.ca/english/busdev/agbusdev.html

Subscribe to our OMAFRA Agricultural Business Update Newsletter at: http://www.omafra.gov.on.ca/english/busdev/news/index.html#agbus