linking farmers markets and tourism

8/14/2019 linking farmers markets and tourism

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Linking Farmers Markets &

Tourism in

New Brunswick

Dr. Lee Jolliffe

University of New Brunswick

Geotour 2006Koice, Slovakia


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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


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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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x


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Method

Literature review on markets, food & tourism

Definition of markets for studycommunity

markets mostly seasonal (weekly)

Did not include farm gate markets

Inventory of makets18 - Convience sample

markets bordering Saint John River Valley,

main provincial farming area

Participant observation at markets


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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, 2003farmers

markets & food supply chain


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Literature Review continued

LaTrobe (2001)resurgence of public interest

in farmers markets

Gossling and Mattsson, 2002tourism 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


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New Brunswick Agriculture and

Tourism

Agriculture (2004)

Diverse

3,034 farms

100 processing plants Produced $1.37 billion

worth of agri-food &

beverage products

Mcainslargestproducer 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


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Kingston Farmers Market

Co-operative

incorporated in 1997 &

opened in 1998

60 vendors weeklymarket

Attracts 30,000

customers a year

Demand supporter for

tourism on peninsula

(Reid & Stewart, 2005)

Funding of $232,000(Federal/Provincial) forinfrastructureimprovement (2006)

increased parkingfacilities

shelter for outdoor

vendors improved kitchen

facilities


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Saint John River Valley

Tourist route visitors

Upscale .. on long

touring tripslike being

outdoors & close to

nature, they often do

things on the spur of the

moment while on

vacation & customer

service & quality areessential (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


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Analysis

Kingston Farmers Market

Demand generator fortourism

Maintains farm market

mix; creates activities forlocals & tourists &finding infrastructurefunding

Demonstratesgovernment investmentin countryside capital(Garrod et al. 2006)

Saint John River ValleyFarmers Markets

Role in developing agri-tourism & food tourism

Geographical proximitysuggests linkages

River Valley FarmersMarkets Route

Possible Agri-tourismrouterestaurants,agricultural producersand processors


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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


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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


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Questions?

Documents

linking farmers markets and tourism