North American Farmers' Direct Marketing Convention
v. (grÖ west) a direct marketing journey of innovation and inspiration through Alberta's historic Cowboy Trail
| REGISTRATION |
Speakers: Rod Bradshaw, Darlene Hegel, Brian Kaliel, Michelle Kohl, Phil Tiemstra, Greg Wilkes
This full-day workshop will take you on location to the Calgary
Farmers' Market. Here you'll find a young, urban farmers' market that's
helping lead the growth in the province's farmers' markets.
But don't let the word "young" allow you to think "basic." This is a
year-round market in a building with kitchens, offices and more
features than most 30-year-old markets could shake a stick at.
A dynamic team of speakers will share their insights with attendees.
First, we'll address planning an upscale market. Second, we'll examine
the market impact on producers. Finally, we'll conclude the workshop
with an in-depth look at the Calgary Farmers' Market.
Whether you're a market manager, vendor or market organizer, you'll
find lots to take home from this workshop. The diverse team of speakers
will get you energized and provide you with plenty of ideas to take
home, apply and share with your own market.
Here's the agenda for the day:
8:30 Introductions and Opening RemarksSome background about the Calgary Farmers' Market:
Penny Wilkes, Alberta Farmers' Market Specialist - Government of Alberta8:45 Creating a River of Money - Planning and Designing an Upscale Farmers' Market
Gregory F. Wilkes ACP MCIP, HealthyComm Inc9:45 Break
10:00 The Impact of the Calgary Farmers' Market on My Business
Gull Valley Greenhouses: Scott Epple10:45 What is a "New Generation Cooperative" and Why for this Market?
Vahalla Bison: Darlene Hegel
Brian Kaliel, Barrister and Solicitor, Corbett Smith Bresee LLP11:15 Closing
11:30 Bus to Calgary Farmers' Market
12:00 Lunch at market
12:45 Welcome to the Calgary Farmers' Market
Rod Bradshaw, president, Calgary Farmers� Market1:15 Promotions and Marketing for the Calgary Farmers' Market
- overview of the space, stall sizes
- information on leasing, costs, facilities
- who are our vendor categories
- who are our customers
Michele Kohl, Manager, Marketing and Communications, Calgary Farmers' Market1:45 Tour of the market (groups of 5)
Calgary Farmers' Market board members2:45 Bus returns to hotel
In a recent study by Alberta Agriculture, Food and Rural Development, Alternative Agriculture Markets in Alberta, the estimated expenditures for Alberta farmers' markets for 2004 was $232 million. By 2010, it is estimated that this will grow to $425 million.
This growth will be largely due to the activities of urban, near urban and tourist farmers' markets. The 2-year-old Calgary Farmers' Market is definitely leader in this growth.
In 2003, approximately 20 direct farm marketers realized the potential for an upscale venue to sell Alberta product direct to consumers in the Calgary area. Although there were other seasonal markets in Calgary, these visionaries recognized unmet consumer demand existed on a year round basis for fresh, Alberta product--grown locally and marketed directly. For 9 months, a volunteer board worked tirelessly to raise capital, secure a location, and engage planners and designers. The intent was to create a first-class venue that would appeal to the urban population looking for "food less traveled" and an opportunity to connect directly to food producers. This dynamic group, using no public funds, raised more than $700,000 to allow the ABC Farmers Market Association to lease property, engage in major facility upgrade, and hire first-class planning professionals to jumpstart the market opening.
On July 1, 2004, the Calgary Farmers' Market opened its doors to the public with over 75 stalls. In less than one year, it has become a major player in the direct marketing industry, being named Calgary's #1 new food addition by a major food critic. An estimated 35,000 to 50,000 people per weekend shop at this market during the three days that it's open. Using a conservative expenditure estimate of $40 per customer, $1.40 million per weekend passes to the vendors at the market. Most vendors at the market were somewhat unprepared for the high volume of sales at the market and had to quickly adjust their production to accommodate customer demand. Many vendors estimate that their direct sales have doubled with the opening of this opportunity. Others credit this market for saving their financially distressed farming operation.
The Calgary Farmers' Market allows Alberta producers to sell high-quality product at premium prices to discriminating customers and retain the maximum profit. For many producers, the volume sold at this market is enough to sustain the family farming operation. The implications of this cash flow are astounding and obvious. These are dollars that flow directly to the producers.
Recently, the board of the Calgary Farmers' Market recognized the need to modify their structure, retaining their non-profit status, but allowing for well-managed growth. Working with Alberta Agriculture, Food and Rural Development, they're pioneering a new non-profit option for Alberta farmers' markets -- a New Generation Cooperative. This will allow members to raise capital for future expansion, with all profits returned to the vendors.
The market has been reviewed by a NAFDMA delegation, and their response was that the Calgary Farmer's Market was "the best planned farmers' market they had visited anywhere on the continent." What other agricultural initiative in any sector in Alberta has created a direct economic impact in the order of $20 million annually, and has done so in its first year of operation?
The board of the Calgary Farmers' Market has, through its foresight and perseverance, demonstrated the power and potential of direct farm market as a viable and significant contributor to the economic well-being of rural Alberta.
Join us for all or any part of our convention.
Each component is priced separately.
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Monday |
Tuesday |
Wednesday |
Thursday |
Friday |
Saturday |
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Feb. 12, 2007 |
Feb. 13, 2007 |
Feb. 14, 2007 |
Feb. 15, 2007 |
Feb. 16, 2007 |
Feb. 17, 2007 |
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Bus Tour |
All-Day Workshops |
Conference Sessions | |||
62 White Loaf Road
Southampton, MA 01073