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13-05-29 3:36 PM
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Around a BARREL OF FUN
Interest in farmers’ markets continues to grow There are now 130 approved farmers’ markets in the province, but producers say there’s plenty of room for growth By Alexis Kienlen af staff / edmonton
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Twelve-year-old Karissa Enders, of Chestermere, Alta., guides her Shetland pony Flying Lollipop around a barrel in an all-breed competition held at the Spruce Meadows equestrian centre. Karissa was the youngest competitor in the event which pitted the Shetlands against nine other horse breeds. Photo: Wendy Dudley
armers’ markets are growing in popularity and that’s good news for producers like Jered Serben of Serben FreeRange Meats. “It’s pretty attractive for us to be there, instead of owning a storefront,” said Serben, who generates most of his sales at Edmonton’s City Centre Market and sits on its board. “If I just had a storefront, I’d have to do all my own advertising and promotions to try to attract people. If I’m at the markets, I have many more chances of people looking for my products and seeing me.” The City Centre Market attracts an estimated 25,000 to 30,000 people on a typical Saturday. That was an important factor for Serben and wife Julia, who has a fulltime, off-farm job. The Smokey Lake couple has young children; and raises pigs, turkeys, laying hens and chickens. “We used to run around to a lot of different markets and do about three markets a week,” said Serben. “What we realized is that our customer base would split up amongst those three markets. When we dropped the other two and started going to City, our customers followed us.” Some of their regulars live in Stony Plain, Spruce Grove or on the far side of Edmonton, but they value getting to know the farmers they buy from, he said. “They have lots of questions,” he said. “Some are naive, and some questions are quite good
FARMERS’ MARKETS } page 6
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Panel finds ‘relaxed’ attitude by XL staff } PAGE 3