Canada: The future looks bright for organic farmers' markets

As the warm weather winds down, farmers' markets and organic farming around the country are looking at yet another record season. Despite substantial food price increases in recent years, these operations, which typically sell food at a higher price, have generated more than $700 million in revenues this year in Ontario alone, and plans to open more are in in the works, with many markets now open year-round.

Farmers' markets in Quebec, B.C., the Prairies and the Maritimes are all seeing significant increases in sales. The future looks bright as their overall economic impact now exceeds $5 billion. Even with high price points, the so-called farmers' market movement is making some inroads even on university campuses, where many students have limited financial resources. Such significant growth, however, also brings with it a set of challenges that need to be addressed, if it is to be sustained.

The issue of food authenticity appears to be powering this growth. Ongoing recalls and the flood of food fraud-related stories seem to be compelling consumers to mitigate their risks when buying food - and who can blame them? This doesn't mean that there are fewer risks in buying products at farmers' markets, however, but perception is king.

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