Linking Farmers Markets & Tourism in

New BrunswickDr. Lee Jolliffe

University of New BrunswickGeotour 2006

Košice, Slovakia

Agenda

Introduction Location & Method Literature Review New Brunswick Agriculture

& Tourism Case Studies

Kingston Farmers Market Saint John River Valley

Markets Analysis & Conclusion

Boyce Farmers Market

Introduction

Farmers markets value in relation to agri-tourism & food tourism

In Canada heritage tourists are interested in farmers markets

Paper explores linkages between farmers markets & tourism

Uses several markets in the rural agricultural province of New Brunswick, Canada as a case

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Method

Literature review on markets, food & tourism Definition of markets for study – community

markets mostly seasonal (weekly) Did not include « farm gate markets »

Inventory of makets – 18 - Convience sample markets bordering Saint John River Valley, main provincial farming area

Participant observation at markets

Literature Review

Hinrichs (2000) – trends in distribution of local product

LaTrobe (2001) – characteristics of farmer/vender & customer interaction

Boniface (2002) – farmers markets as a tourism experience

Hall, Mitchell and Sharples, 2003 – farmers markets & food supply chain

Literature Review continued

LaTrobe (2001) – resurgence of public interest in farmers markets

Gossling and Mattsson, 2002 – tourism as a means of diversifying farm incomes

Brown (2002) – markets allow farmers to do direct marketing

Timothy (2005) – farmers markets can add to tourist destination appeal

New Brunswick Agriculture and Tourism

Agriculture (2004) Diverse 3,034 farms 100 processing plants Produced $1.37 billion worth of agri-food &

beverage products Mcains – largest producer of french fries in the

world

Tourism (2003) 1.86 million visitors $1.1 billion 31,000 jobs Food used in branding Lists markets on tourism web site

Kingston Farmers Market Co-operative incorporated in 1997 & opened

in 1998 60 vendors weekly market Attracts 30,000 customers a year Demand supporter for tourism on peninsula

(Reid & Stewart, 2005)

Funding of $232,000 (Federal/Provincial) for infrastructure improvement (2006) increased parking facilities shelter for outdoor vendors improved kitchen facilities

Saint John River Valley

Tourist route visitors “Upscale .. on long touring trips…like being

outdoors & close to nature, they often do things on the spur of the moment while on vacation & customer service & quality are essential” (TNB, 2005)

Potential for agri-tourism and culinary tourism (Tourism Synergy, 2005)

Markets, for example at: Grand-Falls Perth-Andover Woodstock Fredericton Grand-Bay Westover

Analysis Kingston Farmers Market

Demand generator for tourism Maintains farm market mix; creates activities for

locals & tourists & finding infrastructure funding Demonstrates government investment in

countryside capital (Garrod et al. 2006)

Saint John River Valley Farmers Markets Role in developing agri-tourism & food tourism Geographical proximity suggests linkages

River Valley Farmers Markets Route Possible Agri-tourism route – restaurants, agricultural

producers and processors

Conclusion

Markets are a resource that can be used in developing agri-tourism & culinary/food tourism in New Brunswick

Markets have a role to play as “food festivals” Markets can contribute elements of

“authenticity” to the tourism experience Cooperative action will be needed for markets

to contribute to the food tourism product

Further Research

Nature of tourist motivations for visiting markets (survey market visitors)

Market roles in developing food tourism at destinations with agricultural resources

Potential for building further linkages between farmers markets & tourism at specific tourism destinations in New Brunswick

Questions?