Virtual Farmers’ Market a Success

By EduTransfer Design Associates and Haywire Creative

February 08, 2010

Photo by OVFC

The Ottawa Valley Food Co-operative (OVFC) connects consumers with local area producers using the Internet. This local food system increases profits, improves distribution efficiency and reduces food miles.

“The OVFC started in 2007 when a small group of like-minded people came together to look for ways to address the concern over decreasing numbers of local area farms and to find ways to reduce their food miles,” explains Christina Anderman, OVFC coordinator. “We were fortunate to connect with Robert Waldrop of the Oklahoma Food Co-operative, who pioneered the virtual marketplace concept. He also generously shared his software for free with other interested groups.”

 The OVFC was the first Canadian group to implement the virtual farmers’ market. “It was challenging and took us a few months to upgrade the software to work for our local area,” says Anderman. “We had monthly dinner meetings and everyone involved brought a local food dish to keep all of us inspired by the concept.” The system was launched in 2008 with 7 producer members and 25 consumer members.

The OVFC has grown to 275 members, with 35 producer members now matched with 240 area consumers looking to support local food production and distribution. “We welcome new local producers who grow or process their own food and are moving in the direction of more sustainable production practices,” says Anderman. “Similar to Oklahoma, every month about one-third of consumers place orders and two-thirds of producers sell products.”

The virtual system requires input from both producers and consumers on a monthly basis. Farmer members post their list of products online at the beginning of the month and consumers place their orders online during the second week. At the beginning of the third week producers download their order list. OVFC also links consumers without a computer with a volunteer computer buddy to place their order.

“The key to the system is the software that creates labels for each producer and each product ordered,” explains Anderman. “When producers download their order list, the software creates a unique label for each item including the product’s name, the producer’s name, the customer’s name, the delivery route and the drop off location.” Each product is labeled before it is delivered to a central sorting location. The third Saturday of each month is delivery day. Producers deliver their products to a central sorting area where volunteers sort the product into the different routes and volunteer drivers deliver to each location.

“The system is very efficient, with each producer delivering to one location and each consumer picking up from one location,” says Anderman. “To cover capital and administration costs, producers pay 10 % commission on each sale and consumers pay 5 %. We rely on volunteers to keep the system working, along with myself as part-time order cycle coordinator and Cheryl Keetch as part-time coordinator of projects and events.”

Reducing Food Miles and Expanding Local Markets
North American estimates indicate that food travels about 2000 km before reaching a consumer’s plate. “For our local system, food usually travels less than 200 km,” says Anderman. “This significant reduction in food miles also translates into a more efficient production and distribution system for local area producers and consumers.”

Anderman is pleased with OVFC’s success so far, but is committed to seeing a greater expansion in local markets. “We are starting to make a big difference in helping to increase income for our producer members. Some have been able to leave off farm jobs, while others have been able to expand into higher value markets and stop selling to lower commodity markets.”

The OVFC also focuses on education and communication for consumers and producers, providing various workshops, special events and printed materials. “We produce a local food buying guide and host 100 mile lunches and dinners to raise money and awareness to support local farmers,” explains Anderman. “In the future, we may consider expanding into the city of Ottawa as this could be the long run key to really supporting family farms. It really makes sense because cities need food and have a growing desire for access to local products.” Others now offering a virtual marketplace include the Niagara Local Food Coop and a group in the lower Ottawa Valley.