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?