The Duncan Farmers’ Market and other markets around B.C. are fighting to keep a program alive that helps feed lower income families, seniors and pregnant people struggling with the rising cost of living and food insecurity.
For 13 years, the Farmers’ Market Nutrition Coupon Program has supported hundreds of community members so they can use coupons to purchase local produce, fruit, honey, cheese and meat. In Duncan, the program is a partnership between the provincial government, the Duncan Farmers’ Market and Cowichan Green Community, which distributes the coupons to qualifying participants.
Vendors at the Duncan Farmers’ Market that can accept coupons display a sign that says they’re accepted at their stand. The Duncan Farmers’ Market reimburses the local food producers for the coupons, putting thousands of dollars back into the community.
But this program doesn’t just benefit Duncan farmers and community members. It operates in 96 communities across B.C., covering more than 100 farmers’ markets.
As reported by The Discourse last year, the Duncan Farmers’ Market, BC Association of Farmers’ Markets and others called on the federal government to match provincial funding for the Farmers’ Market Nutrition Coupon Program to expand it and allow for more community organizations to partner with the program.
One year later, Duncan Farmers’ Market executive director Janice Roberts says the future of the coupon program is uncertain.
“It is devastating, like absolutely devastating, to have quite a large chunk of change not only out of the farmers hands, but out of the community,” Roberts says. “And with rising costs, it’s just mind boggling that this program would be potentially on the cutting block.”
Farmers throw support behind coupon program
As the fall 2024 season ended, Roberts says farmers’ markets were told by the province that the renewal of the Farmers’ Market Nutrition Coupon Program “wasn’t looking good.”
This prompted 12 farms and market vendors from the Duncan Farmers’ Market to send a letter to Minister of Health Josie Osborne on Dec. 16, as the ministry is responsible for funding the nutrition coupon program.
“We understand there are challenging decisions ahead regarding the future of this program. However, we urge you to consider the profound and far-reaching impacts it has on communities like ours,” the letter says.
If the framework of the program is gone, Roberts says it would be difficult for individual markets in B.C. to come up with their own version of the coupons. Roadblocks such as lack of funding and staff would make running a unique version of the program in every market impossible. In its current state, the program is fully funded and requires little to no staff to run.
Giving participants the freedom to choose what food to buy with the coupons is what makes this program a rarity, according to Roberts, and is what she fears will be lost if the coupon program goes away.
“For many families, the coupons provide more than food — they offer dignity, health and a sense of belonging in our community,” the letter to Osborne says. “For our farmers, the program represents a stable and essential source of income, enabling them to continue growing and offering fresh, sustainable products.”
At the time of writing this article, the Duncan Farmers’ Market has not received a response from the minister’s office and has not been given a reason as to why the program may not be renewed.
Roberts says the market’s parent organization, the BC Association of Farmers’ Markets, met with the ministry on Jan. 28 and discussions on the future of the program are happening “in good faith”.
The Discourse reached out to the Ministry of Health with questions about the future of the Farmers’ Market Nutrition Coupon Program but did not receive a response by time of publication. The ministry says it is looking into a response and this story will be updated accordingly if one is provided.
Loss of Farmers’ Market Nutrition Coupon Program will impact farmers
The potential loss of this program is bigger than the Duncan Farmers’ Market, Roberts says. To her, the effects will be felt by all farmers and all customers across the province who use the program.
Last year in Duncan alone, the program saw just over $56,000 worth of coupons redeemed at the farmers’ market — which when spread across the 49 participating vendors makes up a “good percentage” of their sales, Roberts says.
A letter to Osborne from Cammy Lockwood, owner of Lockwood Farms, says the program reinforces “hyper-local economies” and creates jobs because it supports local farmers and small-scale businesses.
Another letter sent to Osborne from Sally Green, operator of Glen Eden Organic Farm, says, “Not only does it boost our sales, but it provides an opportunity to interact with our customers and share information about how we grow the fruits and vegetables they purchase.”
“It’s literally full bellies, supporting farmers, keeping food local and keeping agriculture sustained,” Green says.
Roberts encourages people who want to see the program continue to write to their MLA in support of the coupons in order to demonstrate how beneficial it is and how much it is needed in the community.
Supporting local more important than ever
A movement on social media called “Buy Canadian” has seen some growth over the past week amidst talks of tariffs from the U.S. and Roberts says The Duncan Farmers’ Market also received an influx of questions about how best to support local businesses.
Roberts says there are many resources to help people decide where to spend their money locally. For the Duncan Farmers’ Market, there is a vendor map that shows all current vendors and where they are located and the BC Farm Market Trail can be used to search up farm market locations across B.C.
Just showing up to the market and treating it as a third place — somewhere to go aside from work and home where people can mingle at a low cost — supports the community as well, Roberts says.
“We know that it’s harder to support local when you’re making tough choices about other bills. But it [the market] also is a great third space. You know, we’re losing those third spaces. There’s no need for people to come and spend money,” she says.
With U.S.-imposed tariffs potentially taking effect Feb. 1, Premier David Eby is urging British Columbians to reconsider spending money in the U.S.
“I know a lot of people are not going to the United States for their tourism dollars this year, because of what’s happening. And so why not showcase our own backyard?” Roberts says.
The year ahead for the Duncan Farmers’ Market
Despite the potential loss of the coupon program, there is also cause for celebration this year as the Duncan Farmers’ Market turns 110.
Roberts says the market plans to hold a celebration in June to mark the occasion.
On top of that milestone, the market has also been nominated for Most Outstanding Community Impact by the BC Association of Farmers’ Markets, alongside the New West Farmers’ Market and the Skeena Valley Farmers’ Market.
“We’re in great company there for finding the best markets of B.C. — it’s a tough category,” Roberts says.
Vancouver Island and the Gulf Islands are well represented in the BC Farmers’ Market Awards with the Pender Island and Comox Valley Famers’ markets receiving nominations as well. The awards will be handed out in March.
The Duncan Farmers’ Market also plans to bring back its “Market Munchkins” program for a second year which offers kids the chance to try new foods, learn about food systems and meet the farmers.
“You know, it’s a piece of the community and even without a government program, it’ll continue to be a strong piece of the community. So that’s what we’re going to continue to create, whether or not we receive this program,” Roberts says.
