To the market we go
Area farmers markets on the rise to meet shopping trends
Farm fresh markets are sprouting up all around Toronto's west end like the vegetables they sell.
The movement of buying local and buying fresh seems to be on the rise, but organizers of two of the area's newest farmers markets say it may be more than just a trend.
Buying local has become a bit of a buzz phrase of late, but Patrick Simmon said he believes the sands of time will show it's buying kiwi from a grocery store in February that proves to be the fad.
Simmons is the manager of the Liberty Village My Market, at Liberty Street at Atlantic Avenue, which began its second season of operation at the beginning of June.
The more markets that pop up in Toronto, the better for everyone. Simmons went on to explain local markets build community, support local farmers, bring fresh local foods to the consumer and simply have a much nicer atmosphere than the cold grocery store down the street.
"They say there will be 15,000 people moving into this area in the next few years and there is nothing to unify them," Simmons said. "This market is a really amazing community-building tool."
The My Market was one of two trial markets last growing season run by Farmers Markets Ontario, a provincial association representing more than 135 farmers markets. The markets are producer-based and serve to champion the cause of Ontario farmers and build community by connecting the farmer to the urban marketplace. This year there are four My Market locations in Toronto.
"From the farmers' perspective it's of huge significance," Simmons said. "This is encouraging farmers to really think of their enterprise as a dynamic small business. It's an opportunity for them to make money and possibly attract people to farming."
The Liberty Village My Market has 20 stalls confirmed for this season. That is double the amount selling there last year.
Goods range from organic vegetables, baked goods, free range eggs, honey, Angus beef and maple syrup.
The unique thing about the My Markets is that all of the vendors are certified and must produce the main ingredient in their product - so the vendor who brings baked goods grows and mills their own flour.
The certification program is designed to help create a fair and level playing field for Ontario's farmers who sell at local markets, as well as providing access to more market opportunities. Another objective is to better identify local producers so that consumers will recognize them, their products and provide confidence in the source of the goods.
Just west of Liberty Village, in the tree-lined Sorauren Park, south of Dundas Street West in Parkdale, a new market laid roots this season. The Sorauren Park Farmers Market opened at the end of May and Graeme Hussey, the co-executive director, said so far there has been a great deal of both vender and public interest.
"Public interest couldn't be higher," Hussey said. "It takes place on Mondays at the same time as soccer happening in the park so that draws a lot of people. It has very much a festival feel to it. There are so many people in the park that it feels like a special event is happening every week."
Farmers markets have been around for quite a long time but in the last 10 years, Hussey said he has seen them increase exponentially.
Because of the Robert Watson lofts built on Sorauren, the density of people using that park has significantly increased with young families moving into the neighbourhood.
"The younger population has really caught on to the concept of climate change and local food," he said. "Healthy food, moving away from fast food, buying local and buying fresh ... it's hard to know if it is a trend or if it will last because they are all interrelated."
Environment is dictating the major economic trends and Hussey said because there is such an overlap, buying local could last beyond just a trend.
"There has to be a balance in how people buy food," he said. "There is probably a lot of room for different food retail."
The Liberty Village My Market is on Sundays from 9 a.m. to 2 p.m. through to Nov. 2 at Liberty Street at Atlantic Avenue in the Green P parking lot.
The Sorauren Park Farmers Market takes place on Mondays from 3 to 7 p.m. in Sorauren Park.
Other area markets include the Trinity Bellwoods Farmers Market on Tuesdays from 3 to 7 p.m. until Oct. 28 and the Dufferin Grove Farmers Market, which operates year round from 3 to 7 p.m. at 875 Dufferin St., south of Bloor Street West.
