1. Linking Farmers Markets & Tourism inNew Brunswick Dr. Lee Jolliffe University of New Brunswick Geotour 2006 Košice, Slovakia

2. 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

3. 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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5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. Questions?