Geography Reference
In-Depth Information
dramatic. In 1997 the first farmers' market was (re)established at Bath in the UK, by
2002 there were 240 (Purvis 2002). The impacts of farmers' markets on the regional
economy and in generating employment may be substantial. For example, Farmers
Markets Ontario (2001) estimate that in 1999 farmers' markets in the province attracted
about a million shoppers a year, 90 per cent of whom came for the fresh produce. Over
25,000 people work in the markets sector with annual sales at all farmers' markets across
Ontario exceeding Can$500 million and with an overall impact on the province's
economy of over Can$1.5 billion. Another model of generating local food production is
the use of a restaurant to act as the conduit by which local produce is presented to
tourists. The development of local purchasing relationships by restaurants can have a
substantial impact on local produce as it can assist in developing quality produce, allow
producers to gain a clearer understanding of how their produce is being used, as well as
providing a guaranteed sales outlet for their produce (A. Smith and Hall 2003). In the
case of the latter the knowledge of a guaranteed minimum income may allow producers
the opportunity to expand production and find other markets for their produce. Finally,
we arrive at the ideal model of multiple sets of producer and consumer relationships
operating within a formal network structure which provides for branding and promotion
as well as economic networking and resource sharing. A good example of this type of
development is Tastes of Niagara in Ontario which is a Quality Food Alliance of Niagara
food producers, wine-makers, chefs, restaurateurs and retailers
(http://www.tourismniagara.com/tastesofniagara/index.html). Established in 1993,
members have joined together to promote the uniqueness of the region's agricultural
products to consumers through the development and maintenance of high-quality regional
produce, cuisine, events and service (Telfer 2000a, 2000b, 2001).
Plate 6.6:
Helsinki, Finland. The
harbourfront producers' market attracts
both locals and visitors and connects
marine and rural producers with the
city.
