Working to promote a “Buy BC” culture, the BC Association of Farmers’ Markets (BCAFM) is committed to develop and strengthen the capacity and relevance of Farmers’ Markets across BC.
The BCAFM recognizes that the Millennial demographic is overtaking Baby Boomers as the largest segment of purchasing power. As a progressive leader in the sector, the Association wants to build a strategy to attract and engage this influential Millennial group of potential buyers, while supporting member markets and their vendors.
BCAFM approached Farm Food Drink to conduct a Market Research project so they could better understand the people in the Millennial audience. The research focused on:
The findings from this project would enable BCAFM to provide their members (markets and vendors) with the tools and strategies to grow this Millennial consumer market segment over the long term. The tools and tactics chosen by Association members can then increase the number of shoppers along with sales revenues for agri-food vendors across British Columbia.
To conduct customized qualitative and quantitative research for BCAFM, our methods of data collection included a document and literature review, and a series of interviews. The intent was to uncover target market characteristics in the Millennial demographic, as well as consumer behaviour.
Document & Literature Review: A variety of reports and papers were assessed to uncover shopping habits and food behaviour of Millennials and Gen Zs. Data was also considered on the impact of e-commerce in the local food sector due to the COVID-19 pandemic.
Interview Study: A total of fifteen interviews were conducted across Canada and western USA, including 4 Farmers Market organizations and 11 Farmers Market managers or staff.
Analysis: The data compiled was summarized and organized based on the project goals to uncover methods for attracting and retaining Millennial shoppers, and how to effectively improve and evolve e-commerce experiences.
With the extensive data collected, Farm Food Drink Research organized the information to further define the characteristics and habits of the target audience. This would enable BCAFM to consider how their market members could use the research results.
Commonalities with Millennials include their value of a good bargain and convenience; they are more likely to seek out healthy, socially just, and environmentally friendly brands and products; and they are most likely to use technology for their daily shopping needs.
The data, however, indicates that this market cannot be described in general terms, but rather as a diverse population with different behavioural indicators based on their stage of life.
For each of the target segments, Farm Food Drink identified the primary experiences desired or expected from Farmers’ Markets. Those could include prepared food options for the Single Professional; kids activities and eco-friendly packaging for Young Families; and unique niche products and socializing space for Young Couples.
The report goes into detail for those segments who are already Farmers’ Market fans, and those who are, at the moment, general consumers.
Besides recommending a foundation for each Farmers’ Market of a strong website and engaging social media presence, we provided a breakdown for each target segment:
The Farmers’ Markets are so diverse that each would have to look at recommendations based on their locale (urban vs rural), budget, time, resources, and importance.
To get them started, the BCAFM is running an online education month in November to support their market members with a webinar series, videos, and various communications pieces. The purpose is to share some of the research to enlighten market managers on how they can proceed over the next six months to two years to entice Millennials both as consumers and vendors.
Market research can be the enabler for starting or expanding your business. Whether it’s digging deep into something like a target audience like BCAFM, or the competitive landscape in your niche, or channel opportunities outside your locale, our market research team specializes in the farm, food, and drink industry in BC and beyond.
Contact us to discover how your company could benefit from some targeted research.
Summer is coming, which means BBQ season, gatherings, and long days outside. And this is one of the best times of year to capture content you’ll reuse for months.In a previous blog, we talked about why shooting during seasons like spring, summer, and early fall gives you more flexibility with better light, natural settings, and […]
Your visitors are already at your farm. They’re picking berries, laughing with their kids or friends, and snapping photos that they’ll share for weeks. The question becomes whether you’ll stay in their lives after they drive home, or will you fade into a nice memory? It can be easy for farms to treat the pick-your-own […]
For a lot of farmers and food businesses, May is where everything speeds up at once. The markets are starting. Produce is coming up. Wholesale orders increase. Staff schedules get busier. Every day suddenly feels packed before it even begins. And during all of that, marketing usually becomes the thing people push to “later.”The problem […]
Markets are good at generating first-time customers. They bring in foot traffic, create opportunities for discovery, and give people a low-barrier way to try something new.What they don’t guarantee is what happens next.For many food and beverage businesses, market days result in strong one-time sales but can have little carryover. Customers buy once, enjoy the […]
Farmers’ markets can sometimes feel like a solo effort. You pitch your tent, stock your tables, and wait for the customers to start coming through. For many vendors, that is where the strategy ends. But the booths that consistently draw a crowd and drive sales are not just selling a product. They are creating an […]
Walk through any farmers’ market on a busy weekend, and you’ll notice a pattern.Some booths draw people in almost immediately. Customers slow down, step closer, ask questions, and buy. Others, often with just as much effort behind them, are passed over without a second look.It’s rarely about product quality.More often, it comes down to how […]
If you run a food business, you already know how busy things can get: production schedules, supplier orders, seasonal menus, market events, and more. But what about your marketing? Without a plan, it’s easy for social posts, newsletters, or promotions to fall through the cracks. That’s where a content calendar comes in. Why it matters: A […]
It’s February. Your Summer Revenue Is Being Decided Right Now. If you run a PYO (Pick-Your-Own), CSA (Community Supported Agriculture) program, or farm-direct operation, February can feel like a long pause in the season. In reality, it’s the planning window that determines how your late spring and summer unfold. While the fields may still be […]