The B.C. Association of Farmers Markets is targeting new customers who want fresh, nutritious and local food through $85,000 in funding from the province’s Buy Local program.
The campaign will take place across B.C. in the 2014 summer market season and will engage all of the association’s 100 member markets, including Vernon and Armstrong.
“This Buy Local funding will help BCAFM introduce even more people to the diverse range of locally grown agrifoods products we have here in B.C.,” said Agriculture Minister Pat Pimm.
“Their use of social media will encourage a whole different crowd to shop at our farmers’ markets, which in-turn puts money into the pockets of local farmers.”
The campaign will use social media tools including Facebook and Twitter in combination with media ads and online incentives and contests to raise awareness of local farmers’ markets across B.C.
A video will also be produced for placement on the BCAFM and market websites.
“A campaign of this magnitude is a dream come true for farmers’ markets and local farmers,” said Elizabeth Quinn, B.C. Association of Farmers Markets, executive director.
“Coupled with other agri-industry buy local funding totalling nearly $4 million this year, the campaign will be a huge boost to meet consumer demand for healthy B.C.-grown food, strengthen local economies and support farmers throughout the province.”
B.C. farmers markets contributed $170 million in economic benefits in 2012, a 146 per cent increase from 2006.