FARM MARKETS: Selling the experience as well as the product

With big chains like Wal-Mart starting to sell local produce in earnest, farm markets have to offer more than just a quality product at a fair price. Providing an enjoyable experience and appealing to all generations is one recipe for success

by SUZANNE DEUTSCH

Buying local is the hottest trend in grocery marketing. Author Jeff Rubin in his best-selling book, “Why your world is about to get a whole lot smaller,” says carbon-conscious, energy-conscious food consumers are clamouring for more homegrown food.    His neighbouring park in Toronto hosts a farmer’s market covered with stalls where local farmers sell family farm produce to urban consumers.

Better Farming - June/July 2011