Berkenbosch shares what she has learned over the years on seven topics: creating an image; booth setup; product labelling; signs and signage; salesmanship; presentation; and creating a memorable shopping experience.

The videos can be found at YouTube by searching for ‘alberta farmers’ market merchandising.’

The videos run from just under three minutes in length to just more than nine minutes. For more info, contact explorelocal@gov.ab.ca.

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The workshops will be held on Jan. 18 at the Agriculture Centre in Airdrie and on Jan. 30 at the Grande Prairie Provincial Building. The workshops will look at how to determine a break-even point, identify costs, and ways to calculate margin and net profit.

Participants will be given worksheets they can use for their operation. The all-day workshops start at 9 a.m. and cost $25 per person. To register, call 1-800-387-6030.

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“We’re really excited with the news. It offers us the chance to expand our customer base and reach out to different sales channels,” said Marty Shaw, general manager of Ribstone Creek Brewery in Edgerton.

The move puts craft beer makers and distilleries on the same footing as meaderies and wineries, which have been offering samples to customers at farmers’ markets since 2008.

“It’s really bringing the policy in line to allow other small manufacturers the same economic opportunity,” said Michelle Hynes-Dawson, spokesperson for the Alberta Gaming and Liquor Commission.

“There’s been a lot of changes that have been happening the last few years when it comes to craft beer.”

Being able to offer samples at farmers’ markets, where the focus is on locally grown and locally made products, will work well for Ribstone Creek since its beer is brewed in a town of about 400 people, said Shaw.

“I think it’ll be a good fit for us to be showcased at those types of venues,” he said.

Shaw and others at Ribstone Creek are hoping to be involved with tastings at local farmers’ markets around Edgerton, an hour’s drive southwest of Lloyd-minster. But the company also wants get into farmers’ markets around Edmonton, Calgary, and Red Deer to promote its brews, which are sold across the province and have won numerous awards including a gold medal at the 2017 Canadian Brewing Awards for its “session ale.”

“We are always trying to bring out new exclusive beers that are available just in Edgerton in our tap room,” said Shaw.

The provincial rule change came after a lot of discussion with stakeholders, said Hynes-Dawson.

Craft brewers tend to be small business owners, and farmers’ markets offer a low-cost way to grow their customer base.

“It really provides another opportunity for small businesses to be able to get out, and turn new people on to their Alberta-made products,” she said.

More than ever before, patrons of bars and restaurants are asking for Alberta-made liquor and craft beer, she added.

“The distillery industry is quite cool as well because for the first time, we’re seeing a lot more different rums or vodkas or whiskeys and all sorts of things that are produced right here in Alberta.”

Local craft brewers and distillers are also a boon to farmers because they highlight the quality of Alberta-grown grains.

The new change, which went into effect Aug. 15, allows each farmers’ market to make its own decision whether or not to approve beer tastings, and which breweries will be allowed at their market.

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“Farmers markets have always been seen as a business incubator where new businesses can start selling direct to consumers,” said Eileen Kotowich. “They get that immediate feedback and learn quickly how to market and hone their skills.”

For a list of all Alberta approved farmers markets, visit www.agriculture.alberta.ca/farmersmarkets or download the farmers market mobile app available for either Apple or Android devices.

More information can be found at www.sunnygirl.ca.

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“People told us they were having trouble finding the times the markets were open on the app,” said farmers’ market specialist Eileen Kotowich. “It just wasn’t as intuitive as we had hoped.”

The updated version of the app shows market hours over the next seven days on both the market detail screen as well as on the map when a pin is tapped. In addition, the market pins show green if the market will be open later on the current day or if it is currently open.

The app is available on the Alberta Agriculture website.

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“Early reports I’ve had from different markets out there say that there is a lot of customer traffic early in the season, which is good considering the economy,” said Eileen Kotowich, farmers’ market specialist with Alberta Agriculture and Forestry. “Early in the year, you’re never sure how things are going to go, so that’s a really positive sign.”

There are 130 approved markets in 110 communities throughout Alberta. The number has stayed steady for the past five years, but the number of vendors at the markets has grown.

Fresh produce is still the No. 1 attraction at the markets.

“People sometimes forget that the markets are year round because they think there is only produce, but there’s so much more,” she said.

About 25 markets operate year round throughout the province with varying schedules. Baking and meat products continue to remain popular with customers.

“We’re not just seeing sausages and kielbasa, we’re now seeing primal cuts, which has increased interest in meat and protein,” said Kotowich.

Markets have grown in popularity in both rural and urban areas.

“For rural areas, it’s not just about the selling of the food products; it’s about building rural communities and that’s really important,” she said.

There are still many producers interested in getting their products into farmers’ markets, and Alberta Agriculture hosts “Getting into farmers’ market workshops” in winter and early spring. Anyone interested in more information can contact the new-venture specialists at the Ag-Info Centre at 310-FARM.

Farmers’ markets are a good way for people to test a product on a prospective market.

“If it’s a food product, everybody needs to know that it is being done safely. The first thing they should do is talk to a health inspector,” said Kotowich.

An inspector will ask questions about preparing, packaging and labelling to ensure all the necessary regulations are being met.

“Then you can go out and have fun telling your story and talking to people about what you’re doing and how you’re doing it and getting the passion and interest that you have in your own product across to your customers,” she said.

Alberta-approved farmers’ markets can be identified by the Sunny Girl logo. For markets to qualify, 80 per cent of the vendors’ products must be produced in Alberta and the markets must run at least 10 times a year. There are a number of other qualifications that markets must meet to qualify for the program.

This year, Alberta Agriculture has launched a mobile app for Apple and Android products. The app allows users to find markets anywhere in the province. Visit www.sunnygirl.ca to learn more about markets or to download the app.

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Farmers’ markets are the No. 1 agri-tourism attraction in Alberta, providing a great shopping experience where consumers can “savour time” rather than “save time.”

The app, which cost about $40,000 to develop, lists more than 120 approved farmers’ markets in the province. In an approved farmers’ market, 80 per cent of the vendors must meet the “make it, bake it, grow it” criteria.

The app can be downloaded at open.alberta.ca.

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“It’s a chance to uncover strategies for creating a lasting first impression, clearly identify your target clients and make them choose you. You’ll also discover which marketing, merchandising and display tools apply to your business.”

Speakers are marketing coach Tad Hargrave, Sundog Organic Farm owner Jenny Berkenbosch, and writer/editor Cait Wills.

The workshop fee is $25. Call 1-800-387-6030 by Jan. 13 to register.

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The conference focused on two areas — strengthening the operation of the market and increasing vendor know-how in areas of production, product pricing, and growing a successful business.

“Like in Alberta, conference attendees were concerned with the proliferation of new markets in British Columbia and many expressed doubt that there are enough farmers to fill these markets,” said Melisa Zapisocky of Alberta Agriculture and Rural Development. “Yet many markets were thriving and did not appear to be hindered or upset by this growth.”

The conference showed some of the ways these markets are getting it right, she said.

“Markets are finding ways to stand out from the crowd by focusing on their personality, and what is unique or different,” said Zapisocky. “Examples include operating a 100 per cent certified organic market, working with food and concession vendors to increase use of local ingredients (and promoting this), and providing more services in the market like knife sharpening, bike repair, or a market-run coffee booth.”

For other markets, building viable business means focusing on customers.

“These markets are committed to strengthening their foundation by learning about their customers, as well as their economic impact. Methods include administering more frequent customer surveys (in the market, or online), taking weekly customer counts, and collecting vendor statistics, such as sales and category.”

Depending on the detail required by the market, data collection can range from simple to quite involved. The most basic example of data collection is by the manager who gives vendors a colour-co-ordinated sticky note (category specific) to write their total sales on at the end of the market; slightly more involved is the use of weekly online forms that some managers email to their vendors.

“More complicated yet, is the strategy used by Comox Farmers’ Market,” says Zapisocky. “Vendors are charged a percentage-based table fee (five per cent or a minimum of $20) on their daily sales. From this data, Comox Farmers’ Market confidently reported its 2014 sales as $1,390,000, and will be able to compare year-to-year growth against future programs (or changes) it implements. Other benefits include continuing to keep their current location by having reliable numbers that show the economic impact of the market, attracting sponsorship dollars, and the ability to make fact-based decisions that benefit the health of vendor categories.

“Whether the effort is internal or external, the outcome is clear. Many farmers’ markets are setting the stage to thrive as professional and sophisticated businesses by finding ways to keep one step ahead.”

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Farmers’ markets in Alberta had more than $700 million in sales in 2012 and continue to see rapid growth. Topics include food safety culture and best practices, product pricing, and regulations. A panel of experienced vendors will also offer tips.

The day-long workshops will be held at the Garden Valley Community Hall (south of Spruce Grove) on April 21 and at the Provincial Building in Olds on April 28. The fee is $25 and includes lunch. Call Shelly Hall at 780-538-6208 to register.

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