Fresh Food and Building Community
Nonprofits — as well as the people who work with them — have a seemingly never-ending ability to adapt to challenges and solve problems in creative ways. Jen Candela has been working in some capacity at Vancouver Farmers Markets since 2007. Before taking on her permanent role as the nonprofit organization’s communication manager in 2015, she did “just about everything, from office administration to fundraising, and often several things at once,” she says with a laugh.
Today, more than a year into British Columbia’s fight against COVID-19, many of us are pandemic weary. However, Candela affirms that Vancouver Farmers Markets is as dedicated as ever. “COVID-19 or not, we’re committed to connecting people to farmers and local food, as well as providing space for community, connection and education,” she says. One key way in which the organization connects people to local food is through its Fresh to Families program.
Fighting food insecurity in Vancouver
Vancouver Farmers Markets’ Fresh to Families program officially kicked off in 2015, although its infancy began in 2008 as part of the province-wide Farmers Market Nutrition Coupon Program. The coupon program works with community agencies across B.C. to help bring healthy, fresh food to vulnerable populations, including new immigrants and refugees, low-income families, expectant mothers and seniors.
“They’re given coupons so they can shop at the markets and select fresh foods like fruits and veggies, meat and dairy,” Candela explains. “The program also provides education, translation services when needed and food literacy. Plus, it supports local farmers in the process.”
Candela explains that in 2014, Vancouver Farmers Markets realized there was an increased need for the program in Vancouver. “We needed more coupons, more expansion and more funds, so we created Fresh for Families.” The program is funded by community donations and corporate sponsors and currently serves 175 families.
The impact is huge, and it doesn’t end with the food itself. According to Candela, the community connection, education and support the program provides are invaluable. “Some of the newly landed families tell us that it’s an amazing experience to see markets just like they had at home. They also tell us how wonderful it is to come to the market and spend time with other families — although that’s different now, of course.”
Still standing, despite COVID-19
Everything is different now. But the Fresh to Families program persists, as does Vancouver Farmers Markets in general, even though it looks different in light of the COVID-19 pandemic.
“It’s been a whirlwind year for us,” Candela says with a sigh.
Vancouver Farmers Markets swiftly adapted to the pandemic and has been staying the course ever since. “Farmers markets were deemed an essential service early on, in March 2020. So we didn’t stop. We quickly reacted to the situation.” She cites good working relationships with health authorities and market partners for the markets’ ability to adjust so quickly.
The changes at the markets include physical distancing, mask wearing and enhanced cleaning. “We provide a safe setting for people,” Candela says. “People can still connect with others, connect with farmers and participate in the local food community.”
Vancouver Farmers Markets also launched creative shopping experiences such as an online shopping platform through which people can shop from the vendors directly (site.localline.ca/ vancouver-farmers-markets). “Most people still want to shop in-person at the market, though,” she admits. “It’s not just the product, it’s the experience and the community connection — even if it’s from a distance of six feet.” Candela also explains that many of the markets are adjacent to parks, allowing for a fun family outing.
Still, it’s been a trying time. “Like so many others, we had a reduction in income and an increase in operating costs. We’re so grateful to people for being responsive, but it’s difficult to shoulder the financial burden nevertheless.”
Even after Vancouver Farmers Markets’ successful Giving Tuesday fundraiser for Fresh to Families in late 2020, which raised $27,000, a funding gap of $8,000 remains as the organization enters this coming market season. This number does not include any growth, Candela explains. Rather, it’s just to cover the current families.
Future dreams of fresh food, and beyond
In addition to the goal of sufficient funds to cover its costs for current families, she would ideally like to see enough funds to grow the program — supporting more families and offering more support for each of those currently participating. They’re also looking for at least one major corporate sponsor.
Another major goal of the Fresh to Families program is to eventually run year-round. “At the moment, we only have enough funding to run from June to October,” she tells me. “The need exists all year, so we’d like the program to exist all year as well.”
Finally, for Vancouver Farmers Markets in general, Candela hopes to eventually secure more infrastructure at the market sites to allow for more services, more robust programming and an even better shopping environment. She explains that running water and power could mean chef demos and cooking lessons. Long-term leases for VFM’s eight farmers’ markets and a purpose-built pavilion at Riley Park are also on the wish list. “Vancouverites are certainly resilient in terms of shopping in the rain,” she says, laughing. “But it would be nice to have a roof over our heads.”
Support Fresh to Families
To learn more about Fresh to Families and to donate online, Candela invites people to visit the program’s website at eatlocal.org/support-us/fresh-to-families. Those who donate $20 or more receive a charitable tax receipt thanks to the program’s partners at Vancity Community Foundation.
“At Vancouver Farmers Markets, we’re committed to increasing local food access for all Vancouverites,” she asserts. “Food is universal — it brings people together. Everyone deserves access to fresh, local food, regardless of income. That’s what we’re trying to do.”
Vancouver Farmers Markets
1316 Grant Street, Vancouver, B.C.
eatlocal.org | 604-879-3276 (FARM) | @vanmarkets
