The B.C Association of Farmers' Markets (BCAFM) will launch a $170,000 ad campaign next year to attract new customers to its markets throughout B.C.
Funding for the campaign was received as part of B.C.'s Buy Local program – a provincial initiative that matches funds raised by those in the agri-food business to expand their food marketing operations.
For the BCAFM campaign, $70,000 came from VanCity, $15,000 came from BCAFM's members and Victora matched this with another $85,000.
"A campaign of this magnitude is a dream come true for farmers' markets and local farmers. Coupled with other agri-industry buy local funding totaling nearly $4 million this year, the campaign will be a huge boost to meet consumer demand for healthy B.C.-grown food, strengthen local economies and support farmers throughout the province," said Elizabeth Quinn, BCAFM executive director.
According to a provincial government press release, the BCAFM campaign will use social media channels such as Facebook and Twitter as well as traditional media ads and contests to "raise awareness of local farmers markets across B.C."
The BCAFM will also produce a video, which will be posted on its website.
As part of its B.C. Jobs Plan, the government plans to grow the agri-foods sector into a $14 billion industry by 2017.
The BCAFM represents 115 farmers markets.