Economic Impact of the Market

​Farmers markets are more than a place to run errands on the weekends, or a place to grab some fresh local produce. While this is true, these are living breathing ecosystems that sustain our communities in multiple ways.

In Ontario alone, there are over 4000 farmers’ markets, each its own vibrant social hub where people get the chance to connect and collectively invest in something far greater than just groceries.
 
There are many impacts we can list that ripple out from the farmers’ market. The community aspect is undeniably the most visible. The ability to connect directly with producers and makers is a true luxury. Asking farmers how the season is going or asking an artisan about their creative process connects us to the people behind the business but also connects us more mindfully and intentionally to the things we are buying. This knowledge exchange deepens our connection to food especially and encourages healthier, more holistic lifestyles centered around community.
 
The economic impact of farmers’ markets is local but also far reaching. According to Farmers’ Markets Ontario, for every dollar spent at a farmers’ market, 2 dollars ripples through the provincial economy. This cycle of support is one that directly helps small scale farmers, artisans, and entrepreneurs. Many of whom come to the market to sustain their operations.
 
Markets are also catalyst spaces for new business ventures. A business that starts at the market can go on to have their own brick and mortar location one day. Take Abby Mae’s for instance, one of our proud Horton success stories. What started as a stall at our market now has its own bakery location in Aylmer. Through this, we can see how markets can be incubators, offering small business spaces to get their footing, test things out, and eventually root themselves in the local economy.
 
In a time when large agricultural corporations dominate the food industry, farmers’ markets help preserve a vital part of Ontario’s heritage: the family farm. They support sustainable farming practices and strengthen our local food systems, an essential factor in ensuring long-term food security.
 
It’s not just about the food and the goods at the market, though. The impact is deepened by the surrounding foot traffic of the market. Stats show that up to 70% of market goers also visit nearby businesses during their trip to and from the market. That is revenue and visibility staying within our community.
 
Our Horton Farmers’ Market is a perfect example of this positive trend. Over the last few years we have seen incredible growth, not just in attendance but in stories of collaboration, innovation, and mutual support. The upwards trend is not just in the sales charts but in the energy, smiles, and sense of belonging. When you shop at a farmers’ market, you are not just buying food and local goods; you’re investing in local jobs and supporting small farmers -- hardworking members of your community that keep dollars circulating in your own backyard. 

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Jacob Wilcox, EDC Summer Marketing Student

Jacob is a St. Thomas-born, Wallacetown-raised artist and writer who recently completed a BA in Visual Art at York University. An avid Elgin County enthusiast, he has a deep appreciation for local businesses, rural life, community connections, and grassroots initiatives. From a young age, Jacob has been involved in local theatre--most notably Dutton’s community theatre, WEDS. As a practicing artist, he blends photography, writing, and illustration in both his personal work and marketing initiatives, with a focus on visual storytelling and brand identity. He is drawn to the beauty in the mundane, finds art in everyday life, and hopes to carry that perspective into a future career in community stewardship and education. ​