16 December, 2005

For:   New Zealand Trade and Enterprise

From:   Lex Chalmers, University of Waikato and John Smithers, University of Guelph

Contact: Department of Geography, University of Waikato, Box 3105, Hamilton lex@waikato.ac.nz, Ph. 07 838 4436, Fax 07 838 4633

Date: 16 December, 2005

This paper provides an overview of current research on farmers markets at Waikato University. It outlines how farmers markets “fit” in a wider context of rural social and economic development, summarizes the collaborative research at the University of Waikato and suggests extensions of this work.

Our minimum intention is to advise NZTE of activities at the University of Waikato so that the agency is informed about research in the area. We suggest there is value in a meeting or workshop with the NZ Farmers’ Market Association representatives to get ‘leverage’ out of existing NZTE investment. We are interested in on-going research on the local/regional economic benefits of Farmers’ Markets

“Placing Farmers’ Markets”

In New Zealand there is growing interest in the (re)emergence of localized food systems that feature short supply chains (local procurement and sale) and place-specific foods. This trend is seen as a strategy for helping farmers and regions capture value by reducing the number of intermediaries through which food passes between producer and consumer. International research on food chains and their role in local development has taken place in the Europe, where the promotion of alternative food systems is associated with policy relating to “less favoured” areas. The focus is on stimulating local economic activity in lagging regions – in other words, short food chains as a catalyst for local economic growth. In North America, attention has focused more on the philosophical or motivational interests in participation in local or “alternative” food systems. This research has focused on the concept of local food as an oppositional movement – consumer rejection of ‘conventional’ food.

While the issue of consumer resistance to the food mainstream is social, the economic implication is that some food consumers are manifesting their preference for “other” food in their spending behaviour – a trend which presents an opportunity for local farmers producing more differentiated food products. A more recent manifestation of this food focus, one with relevance in amenity-rich environments, is the subsumption of food and beverage within efforts to elevate the distinctiveness and the destination value of ‘places’ to capture revenues associated with tourism. In New Zealand, all of these “food themes” are present and will be important in the emergence of the evolving rural economy. We see the Farmers’ Market as important sites of economic exchange and social negotiation in the growth of local food systems.

Farmers’ Market Research at the University of Waikato

Our project stems from two related research initiatives. John Smithers works in Canada on the place of farmers markets in local food systems, aiming to understand the importance of local geography and producer authenticity as a stimulus for market patronage. John is working on the capacity of “short supply chains” to create and capture value in local food systems. Lex Chalmers is interested in the “transformation of the rural” – where innovations in the food and beverage sector and the exploitation of rural amenity influence the nature of economic growth and social change in rural New Zealand.

With the emerging interest in farmers markets, we have undertaken data-driven research on a number of farmers’ market to understand the role they play in the economic and social development of local food systems. The goal is to describe the motivations and expectations underlying farmers markets in New Zealand, and to gauge the potential to re-link food producers and consumers and thus re-localize the economic and social benefits of farming and food.

Progress to Date:

• Completion of a media analysis designed to trace the emergence and representation of farmers’ markets in New Zealand. The goal is to document themes in the writing about Farmers’ Markets: economic vs. social; farm vs. community; agriculture vs. tourism etc.
• Through participation in two NZTE-sponsored workshops, we have identified key (and probably contestable) issues around authenticity, food quality, branding and regulation, and community-led entrepreneurship. These notions are being explored in our research.
• John met with local community leaders and advised in the development of operational guidelines for the fledgling Hamilton Farmers’ Market.
• We have adapted questionnaire protocols from Ontario and have discussed these with Ian Thomas (NZ FMA) and others in the Farmers’ Market community. The approach provides an empirical analysis of developments in NZ and integrates perceptions and experience from three critical groups, managers, vendors and customers.
• We have carried out field-based surveys in a range of local markets. Work has been completed in Matakana, Tauranga, Napier/Hastings, Wanganui and Cromwell. We will visit the Nelson market and have plans to survey Feilding and Orewa if time and resources permit. We have interviewed over 100 participants in the farmers markets.
• We have assembled a preliminary data base from the above survey data.
• We have prepared a research abstract for an international conference in Brisbane, Australia. Presentation will focus on the emergence and potential of farmers markets in New Zealand.

The project is funded from local and Canadian sources. Waikato has met operating expenses and 0.15 FTE of a research position. We have had exclusive access to John’s research time in New Zealand. John is supported by the Social Sciences and Humanities Research Council of Canada and the Ontario Ministry of Agriculture and Food. We are seeking support to allow us to complete the project and deliver to key stake-holders. We plan to present a paper to the international research community.

Looking Forward

Local food systems and geographically defined supply chains are attracting attention in economic and social commentaries internationally. Two reasons for this seem especially relevant to the mandate of NZTE: the ability of regions to establish and capitalize on identify/distinctiveness and the prospect of local economic development through shorter supply chains. The former speaks to the promotion of local destination value whilst the latter suggests the prospect of a larger portion of the food dollar for local producers.

Completion of this project will provide data that is of value to Farmers’ Market leaders and NZTE, and outcomes that will be reported in international research literature. The work is evaluative, pointing towards strategic planning, rather than quantitative. A targeted workshop would provide a stock-take and evaluation of Farmers' Markets from the Waikato project. Video conferencing could enhance such a meeting.