Fruit stand at Panorama Orchards at the Calgary Farmer's Market on Aug. 15, 2019.I still maintain a vivid memory of strolling through a farmers’ market in downtown Saskatoon as a child with my mother. Canopies with piles of fresh zucchini, golden beets with their roots still covered in dirt, bunches of dill weed, fragrant and two-feet long. The idea of a pop-up market that happened once a week and only sold vegetables seemed a bit odd as a kid.
In a world where “eat local” is plastered just as happily across the produce section of a large-scale grocer or the box of a grocery delivery company as it is on the stall of a produce vendor, you don’t have to go far to get your hands on a farmer’s bounty.Leilani Olynik works as a marketing-and-events specialist for the Calgary Farmers’ Market and says the way it approaches broadcasting the market and its vendors has changed dramatically since she came on board in early 2013.
When Ms. Olynik joined the market, it had no social-media strategy, simply a minor presence on Facebook and Twitter. Over the past 6 1/2 years, she has worked toward a powerful brand presence. Now, Calgary’s premier market boasts the largest social-media following for any public market in Canada. Through social media, the market goes beyond the “local” messaging and reminds Calgarians that the market is a space that also fosters a connection between people and their food.
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