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posted September 6, 2006

FARMERS’ MARKET SURVEY

Market manager Anne Freeman has sent a report about Mary Lou's market survey project. Almost a hundred people filled out Mat Lou’s very detailed questionnaire. Anne writes: Many things didn't come as a surprise, but there were useful reminders and things to be learned.

1) Local customers
Although this has been a summer when we’ve observed many, many new faces, the survey emphasized how much strength comes from the immediate neighbourhood. Over 70% of respondents come from under 2km away. Just over 40% walk, a quarter drive and a quarter bike, the rest take the TTC.
2) Steady customers
57% of the respondents shop at the market every week, and another 16% come every other week; we have a very dedicated group of regulars. About 40% said that they shop at other markets as well; this included Kensington and St. Lawrence as most common.
3) Ages
28% of respondents were in their twenties, 32% in their thirties, 20% in their forties, 9% in their fifties.
4) Household size
16% shop for one, 31% shop for two people, 26% for three, the remaining 14% for four or more.
5) How they found it
Almost half learned about the market from a friend or word of mouth. It's the best advertising there is! Another 24% said they found us because of our location in the park.
6) Other park use
Almost half of respondents attend other events in the park, notably theatre.
7) Time at the market
A third of shoppers spend about an hour at the market, almost a third spend thirty minutes or less, and the others stay 2, 3 hours or even longer.
8) Favourite things
When asked what the most important aspects of the market are, "local" and "organic" were tied for by far the most significant. Meeting producers was next in importance, then the community meeting place that the market offers, with price just below on the list, and specialty foods lower in priority. We also asked customers to tell us their favourite things about the market, and here again, local and organic were mentioned many times, along with the friendly, community-oriented atmosphere, the quality and the variety.
9) Eating habits
Many people felt the market has had an effect on their eating habits or attitudes towards food; comments here were very positive, and the educational role of the market is clearly significant.
10) What’s missing
Respondents' "wish list" and other comments:
-both earlier and later hours were requested -more winter space/complaints about winter crowding mentioned a number of times (don't we know it!) -more vendors/bigger space -a Saturday market -complaints about strollers, crowds
-an alternative to Earthbound produce -activities/events for kids & adults
-ingredients lists on products
Market web page and e-mail newsletter:

We have over 7,000 visits to the website market page per month, and over 400 weekly subscribers to the market news, so there is clearly great interest in regular info. about what's happening and what's available. If you are not on the subscribers' list and would like to be, send me an email: market@dufferinpark.ca. The market news is always posted on the website as well.

DUFFERIN GROVE FARMERS’ MARKET, EVERY THURSDAY 3 TO 7 PM


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