Thousands flock to the Cedar Farmers Market every year, pumping millions into the local economy. (Alex Rawnsley/NanaimoNewsNOW)

By Alex Rawnsley

big boost

Study shows Cedar Market boosts Nanaimo economy by millions annually

Jul 20, 2023 | 2:33 PM

NANAIMO — A new study into farmer’s markets province-wide highlighted considerable financial and community benefits provided by one of the Island’s biggest such offerings.

Cedar Farmers Market draws over 2,500 people to their Woobank Rd. location every Sunday between Mother’s Day and Halloween. Data recently collected showed nearly 60,000 people visit the popular market every year, resulting in an economic impact of nearly $3.7 million for Nanaimo surrounding area’s economy.

Kate Poirier, executive director of the market, told NanaimoNewsNOW the data helps validate the work staff and volunteers do each season.

“We do see it every weekend, we see the crowds with thousands of people coming out to little Cedar, but to actually see these numbers on paper is just incredible. It just empowers us to show the impact of farmers markets on our region and to support our local agricultural sector.”

Roughly 40 per cent of all visitors said they checked out the market either weekly or multiple times a month.

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Others are more casual market attendees from Nanaimo, Vancouver Island and further abroad.

“Most of the people who were only coming once a year or occasionally were more likely to be tourists,” Poirier added. “Local people in Cedar and Nanaimo were coming once a month to every other week, so that is interesting for us especially when we’re working on…where to focus most of our efforts.”

Despite logistical challenges of dealing with public health orders, Poirier said the pandemic forced a change in mindset among people, which really helped them and local vendors.

Merchants took more care with their food and were more mindful where it came from, Poirier said.

“The pandemic actually increased our visitor numbers and the conversations with shoppers at the market changed fundamentally from people not understanding where their products were coming from and what they were paying for, and now people really see supply chains for what they are.”

Vendors range from fresh produce, food trucks, artisan goods and more. (Alex Rawnsley/NanaimoNewsNOW)

With their current efforts and path validated, Poirier and her team continue focusing on ways to expand the popular event.

Their current location at Woodbank Elementary School is at capacity with just over 100 vendors at the site any given Sunday.

Porier said they’re leaving further economic benefit on the table by having a limited season.

“The long-term dream would be to be able to operate year round, but not at that location, that’s not an ideal location forever. From the number’s we’ve seen we’re missing out on $2-2.5 million not being able to operate year-round in the winter like a lot of other markets in the area.”

The Island Roots market at Beban Park operates year-round, using space beside the Centennial Building during the summer, then moving into the adjacent building in the winter.

The farmer’s market study was led by Dr. David Connell, a professor at the University of Northern B.C. who conducted similar work in 2006 and 2012.

In November 2022, the Cedar Farmers Market was named top larget market in the province by the B.C. Association of Farmers Markets.

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