Christine Whelan FEO, January 5, 2023, VOL. 4 ISSUE 10
When looking at how the market worked this past year and looking forward to the new year, identifying what needs to change and what needs to stay the same, Mary-Lou Ambrose-Little, Market Manager of the Stevensville Farmers’ Market, is listening to the community and making decisions based on the people’s input.
Besides chatting informally each Wednesday with those attending the market, Mary-Lou handed out a survey at the end of the season and shared some of the results with me.
“We’ve been evaluating the market every year in terms of what people would like to see the following year,” she began.
The survey was done by a mixture of about 60 vendors, shoppers, and volunteers, “So, it was a nice representation of the people who are passionate and regular supporters of the market.”
SURVEY QUESTIONS
Where do you live? 51.4% were from Stevensville, 13.5% were from Ridgeway, 13.5% were from Welland, and 10.8% were from Fort Erie.
Which best describes you? 40% considered themselves to be shoppers, tourists, or residents, and 16.2% considered themselves farmers and vendors. Others were very small percentages, such as arts and crafts.
What product do you typically buy at the market? “Everyone seems to be coming for vegetables which is the highest. Then there were cut flowers, bedded plants, baked goods, shallots and greens, honey, jams and jellies, meats and cheese, and organic products mentioned.”
The highest percentages were vegetables at 19%, honey, jams, and jellies tied with baked goods at 12.7%, and cut flowers at 11.9%.
What are the benefits of shopping at a Farmer’s Market? Mary-Lou’s simple answer was, “Fresh food grown locally was a strong answer.”
How many weeks this season did you attend the market? She shared, 35% attended 1-5 weeks, 18.9% attended 6-10 weeks and 11-16 weeks and 27% attended 16 weeks, which is how long the market is open.
How would you rate the Stevensville Market? “Excellent – 9.3%, Very Good – 3.7%, Good – 38.9%, Needs Improvement – 37%. This is where the comments are so helpful. We need to know how we can improve.”
DURING UNUSUAL TIMES
“I wanted to get people’s perception on how they felt the COVID years went. So I asked, did you have any comments on how safety was handled ie. protocols, and do you have any general recommendations for improvement?”
The answer across the board was, all handled well, no concerns.
“Our numbers were up during the pandemic seasons because we were the only game in town. The market has a real social component even though we had to eliminate a lot of it during the pandemic. It was, shop and go, shop and go. But because we have that big property next to us, people went off and did their socializing afterward.
“This year, our numbers went down. Our biggest days were around 200 and our smallest was around 100. During COVID, the days were anywhere between 200-500.”
SOCIAL ASPECT
The social aspect of the market is a huge part of the experience, according to this market manager. We need the interaction now, after being isolated, almost as much as we need the food that can be bought at the market, she feels.
FEEDBACK: Stevensville Farmers’ Market is a “cute and friendly market with a hometown feeling”.
Mary-Lou read some of the feedback provided in the survey. “One person wrote that it’s a cute and friendly market.” She added, “And that’s important in a small community.”
She shared, there was a lot of talk about the time of the market. “The consensus is still very strong that the 3:00-6:00 pm time is the best time. And they still strongly picked Wednesdays.
“It runs strong from June to mid-September. We need to find out how long the people want it to run into October. It seems to be less busy during that time because, for one, kids are back to school.”
There was a comment about additional seating. “I welcome people to bring their lawn chairs and sit anywhere under the trees. They don’t have to shop and go anymore,” as was the rushing pace during the pandemic. “They can sit and chat.”
Mary-Lou mentioned several people commented that the market is surprisingly affordable. “Sometimes I hear that a market is generally more expensive than the grocery store and I tell them, that’s because you are paying to help support a local farm family.”
Regular Vendors
“Some people felt that the market has gotten too big. So, this year we are going to concentrate on vendors who are committed to coming on a regular basis.”
She explained her perspective on why the market grew. “It wasn’t so much about the Stevensville market as it was about the environment of COVID. So many people were jumping around to different markets, trying to make sales to stay afloat that everyone was trying to come in whenever they had a spare Wednesday. So, the market wasn’t consistent in terms of who was there and what was available.”
So, the goal moving forward is, “We need to have regular vendors every week so the public knows who is going to be there.”
She added, “Also, the organizers need to know.” She talked about the challenges, as an organizer, to keep up with each week’s market, as each one was very different.
The feedback provided Mary-Lou with what she felt was an important message, “The people want a smaller market that is more farm and food orientated.”
WHAT MAKES A FARMER
Mary-Lou explained, “The new trend at the Stevensville Farmers’ Market is the urban farmers. We’re not getting the big box farmers as you might see at other markets. We’re getting smaller farmers who grow specific products.
“People who have gone to farmers’ markets for 50 years know that markets have changed. They are evolving as the community needs change.
“The key thing about what makes a farmer at the market is they have to be growing their own product. It’s not imported.”
She shared that a lot of people are coming from the city and buying large properties, growing their own gardens, and bringing the product to the market.
THE DYNAMICS OF THE FARMERS’ MARKET
“Each market is different. You have to know your community,” as an organizer. “What might work for one market may not for another.”
To Mary-Lou, this is key and what she is currently focusing on, “So, you have to know your community and what the community is asking to be brought in.
“There are some people — vendors and shoppers — who do the market circuit all week, every week. This is a big reason there is a strong communication network.”
Mary-Lou says she is aware that, with so many people who have moved to the area in the last few years, there are hidden little gems that need to be found, “So, we are looking for new farmers to be vendors who want to be a part of a modern market while respecting small town values at the same time.”
PREPARING FOR SOME CHALLENGES AHEAD
The market manager talked about some challenges ahead. “We are anticipating some road construction in Stevensville in the near future and we need to prepare for that.
“It’s going to have a tremendous impact, not only on the market but on everything that is in the core of Stevensville. We don’t know when. We just know it’s coming.”
She commented that the road construction is a regional project, not a local one.
Regarding Wednesday’s market, “We will be looking for a temporary home during that time.”
TALK OF NEW
“There’s been talk in Stevensville about maybe bringing in a small supper market, which would shift the hours.”
If this were to happen in the future, Mary-Lou commented, “I think one group would have to run the regular market and another group would have to run the supper market because it would be a long day.”
Mary-Lou shared the news that she says is very positive. “We’ve invited I CAN-T.E.R. to come and use the market to fundraise for their programs. They will be selling products that they grow on their farm full-time next year.”
“I Can” Therapeutic Equestrian Riding Association of Niagara, Inc. or better known as I CAN-T.E.R., founded in January 1993, is a non-profit, charitable organization located at 1234 House Road, Ridgeway, Ontario. It provides therapy, education, and recreation in a farm setting. To learn more about the organization, check out www.icanter.ca
SOME THINGS WILL CHANGE, AND SOME WILL STAY THE SAME
The Stevensville Conservation Club is stepping down as the operator of the market. The club will still have volunteers involved in the market.
There is a call out in the community for an organization or community group that is interested in taking over the role.
Mary-Lou has stated that she will be staying on with the market as manager.
Stevensville Farmers’ Market – June 2 to October 6. Wednesday afternoons 3:00 to 6:00 pm, with early bird shopping at 2:30 pm for grab & go customers and seniors.
To contact Mary-Lou with any questions or interest in becoming a vendor, you can email
stevensvillemarket@gmail.com and check out the Facebook Page by searching
Stevensville Farmers’ Market.
Photo provided Mary-Lou Ambrose-Little
