My message to Porter today sums it up:

Your site has sent me 85 flight reminder messages so far about my flight tomorrow, starting at 7am today and continuing approximately one every 2-3 minutes. Please fix this.

There are a few other problems with your site:

  • Online checkin required two attempts, with no apparent cause for the failure.
  • I was unable to book my last two flights online in spite of repeated attempts in two different browsers. Eventually, I gave up and called an agent but this is not my preference.
  • This comment form that I’m filling out right now doesn’t prefill with my contact information in spite of the fact that I’m logged in. Also, on Chrome, it only allows 3 characters in the comment field (when I tweeted about this, several friends replied that "wtf" fits in that space).

As a long-time software engineer and heavy user of many consumer websites, I have to say that I’m sorely disappointed in the quality of your site — you need to hire a serious QA person to test this stuff out before you start inflicting it on the rest of us. As much as I love flying Porter, the online experience is enough to put me off. It might not drive me back to Air Canada (yet), but it certainly is not making me happy.

I tweeted to them about the problems, but I don’t think that they have anyone monitoring their tweets or comment emails on weekends, and I don’t expect to get an answer back for a few days. Even then, it is unlikely to be satisfactory, based on my last exchange with them about their website, which went most along the lines of them telling me that I was obviously doing something wrong. In the meantime, I’ve set up an email filter that removes the messages from Porter as they arrive.

I fly Porter on the routes that it covers because it’s a great in-person experience:

  • They almost always have a 20% off promotion available, which undercuts Air Canada fares.
  • The airport is 2km from my home, which means that I can actually walk there, or take a $8 cab ride instead of the $55 required to get to Pearson airport.
  • I get to take the shortest ferry ride in the world to get there, which earned me the “I’m on a boat” FourSquare badge.
  • I am only required to be at the airport 45 minutes before my flight.
  • The lounge, available to all passengers, has free coffee, tea, soft drinks, cookies and wifi, as well as comfy chairs.
  • I love the smaller propeller planes since it actually feels like flying.
  • They fly to Midway rather than O’Hare.
  • The flights that I’ve taken so far have a good on-time record.
  • If I’m at the airport early enough to catch the previous flight, they’ll change it for free if there’s room on the flight rather than trying to shake me down for extra cash (are you listening, Air Canada?).

The only downside is that they don’t have US customs and immigration pre-clearance in Toronto, meaning that I end up in the international arrivals area at the destination airport where there is rarely a NEXUS kiosk and often a lineup. Not a problem for early morning arrivals, but from late morning on, I’ve sometimes ended up stuck in a crowd of arriving European travelers.

The good news: the flight reminders seem to be holding at 85 for now.

This morning after I left the house, I checked the real-time streetcar tracking to see when the next car was coming by the end of my street, looked over a presentation that I’m working on, checked which subway car to board so that I would exit near the escalator at my destination, read a chapter of a book, checked in at my hairdresser’s, then told you all about it.

Thanks for this mobile productivity goes to the following iPhone apps: NextBus (actually a mobile site, not an app), DropBox, TTC Exit Guide, Kindle, FourSquare and WordPress.

Some of this might seem trivial, but these things enhance my life and make me more productive. Knowing when the next streetcar will really arrive tells me whether I need to take a taxi to avoid being late. Accessing active project documents allows me to some work done even thought I’m in the middle of a haircut. Knowing which subway car to board can save me battling through crowds on the platform, only to end up at the wrong exit. Even reading a book is business in this case: ironically, it’s “Empowered”, all about allowing people to use their own tools and methods for getting things done better.

In case you were wondering, the ringer is off: I take calls and read email on my schedule, not just because my device tell me to. Use your mobile device to work the way that you want to, not to turn you into a phone and email slave.

My long-time friend Pat Anderson is performing in a local production of Agnes of God over the next two weeks: August 14, 15, 21 and 22 at No One Writes to the Colonel, a bar/cafe at College and Bathurst. Pat recited a few of her lines as Mother Superior to me at dinner last weekend, and I’m really looking forward to this.

Agnes Of God

You can find all the details here, including how to reserve tickets. At $20 per ticket, it’s a deal if you’re in the mood for a bit of culture. Also, it’s a great neighbourhood to dine on Portuguese churrasqueira and Italian gelato before or after the show.

I really like Fresh, a small restaurant chain in Toronto that grew out of a juice bar and now has three thriving vegetarian food locations. We used to eat in there a lot – the rice bowls are really seriously good, and the pancakes at weekend brunch are amazing – but the noise levels seem to have crept up in the past few years so we tend to do more take-out. Living quite close to the Spadina location, I often pop in there at lunch to pick up one of their prepared salads or sandwiches. A couple of weeks ago, I noticed that the crispy tempeh on the salad was salty; in fact, so salty that I couldn’t eat it. I started poking around for nutritional information on their website, and found that they don’t have any, which was surprising for a company where, for the founder “learning about the numerous medicinal and nutritional benefits of many fruits and vegetables brought an almost evangelical desire to share this with as many people as possible”. Apparently, however, she only wanted to share the benefits, not the actual information.

I wrote to the info email address on the website, asking if they publish the nutritional content, and received the answer that they don’t publish that information, and were just writing a statement about why that is. I checked back on the site today, and here it is:

At Fresh, we have chosen not to have nutritional breakdowns for our food and juice menus. Here’s why:

We believe that for the last few decades, food industry marketers, nutritional scientists and journalists have confused us about what to eat. Knowledge that used to be passed down from one generation to the next has been taken over by a money-making agenda put forth by people looking to profit from the confusion. We are taking a stand against this and want to follow a philosophy closer to what Michael Pollan talks about in his book “In Defense of Food”. His mantra is deceptively simple.

“Eat food. Not too much. Mostly plants.”
Meaning: Eat real food-real ingredients that haven’t been processed beyond recognition. Don’t stuff yourself. Be mostly vegetarian.

Nutritionism started in the 70s, and is basically the science of breaking down food into its various components. For instance, rather than saying “Oranges are good for you”, nutritionism would say “Oranges have vitamin C, fibre and calcium. These elements are good for you”. Nutritionism suggests that food is simply the sum of its parts and that the effects of individual nutrients can be scientifically measured, and that eating requires ever changing expert advice. One day it’s saturated fat that is bad, next day it’s carbs, then it’s trans fats…what’s next?

I’m sorry, but that just doesn’t cut it for me. For a restaurant chain to basically say that they don’t need to publish nutritional data because everything there is good, when they serve foods that are high in sodium and fat, is total nonsense. I want the data, not a patronizing statement that implies that Fresh knows more about my nutritional needs than I do. I responded:

I read the new section on your website but have a pretty serious problem with it because it implies that I’m not smart enough to handle data such as how much of any particular nutrient is in my meal. I like to know what I eat, in particular, I want the calories, fat, carbs, protein and sodium content so that I can manage my overall food consumption. Sorry, but I just don’t trust you — or any other restaurant — to pick the right choices for me since you have no idea what my specific needs are. I already eat mostly vegetarian, and not too much, as Michael Pollan advises, but I notice that my overall health suffers if I consume too much sodium, or if my protein-carb-fat balance is too much out of whack. That means that I track those things, and unfortunately, if I can’t track what I eat at Fresh, I’ll be eating there much less often.

You need to trust your patrons to make their own choices, not try to make those choices for them. Most people will never go to the website and look for nutritional information; for those of us who do, we really want that information, not a patronizing statement about what you believe rather than the nutritional facts.

If we’re going to get out of the dysfunctional eating mess that we’re in today, everyone needs to become more aware of what they’re eating. For some people, they just want a feel-good nutritional nanny statement like the pap that Fresh already serves up. But for some of us, that means that we want nutritional breakdowns including protein, carbs, fat and sodium. Bring it on, please.

I found this map on the Toronto Farmers’ Market Network site today; it combines the calendar and map information into one by using different coloured pushpins for different days, and having the market hours in the popup if you click on the pushpin. Nice work!


View Toronto Farmers Markets 2010 in a larger map

It covers a slightly different list of markets than the map and calendar that I published earlier this week (and I actually like the calendar view since I can overlay it on my own Google calendar with a single click), but it’s a great consolidated view.

Thanks for all the great feedback on the St. Andrew’s market update yesterday: we’re all sad that it’s not happening this year, but hopeful for next year.

In the meantime, I started to mark my calendar with the other markets close to me, realized that it was too much info for my private calendar so ended up creating a public calendar of all of the Toronto farmers’ markets from the Farmers’ Markets Ontario site:

You can add this to your Google calendar using the button at the bottom right of the calendar so that you see it overlaid with your own calendar, or go to it directly so that you can bookmark it. Click on each item in the calendar for details, or switch to Agenda view using the button at the top right to see them in a date-ordered list.

Since someone had created nice Google map locations for each of the markets, I also pulled those together into a single map so that you can see what’s close to you:


View Toronto Markets in a larger map

You can zoom and pan directly on this map, or click on the link at the bottom of the map to open it directly so that you can bookmark it.

If I’ve missed any, let me know by adding a comment to this entry. I did not validate that the FMO entries were correct, I just used them as printed on their site; until today, they still had the St. Andrew’s market listed as active for 2010 and there may be other errors.

Last year, we (the local volunteer committee) worked with the MyMarket organization, the farmers and the City of Toronto to help bring you the Historic St. Andrew’s MyMarket. I blogged a number of times about the market, including this last update in March following the planning meeting that was held with MyMarket, the farmers and volunteers from all of the markets. At the time of that meeting, I noted that the feedback wasn’t promising: we only had two farmers willing to commit to our market for this year, and the stringent rules of the MyMarket program meant that we couldn’t include other vendors unless they passed the MyMarket “certified Ontario farmer” program.

In early May – when we should have been planning for the opening day – MyMarket informed us that not enough vendors were interested in participating in our market this year. We looked into the possibility of organizing an independent market to replace it, possibly with the few vendors who did want to participate plus those that we could approach on our own, but it wasn’t possible to get everything in order for a market this year: there were issues of negotiating with the city for use of the space, licensing and insurance, managing the market on a weekly basis, and organizing the farmers and other vendors. As unpaid volunteers with no government mandate behind us, it just wasn’t possible.

We haven’t given up, however: 2012 will mark the 175th anniversary of the original St. Andrew’s market, and we are working at resurrecting a market in 2011 that will be sufficiently successful to carry us over into 2012 and the years to come. That could mean getting the city involved to run the market, or some local fund-raising to cover the costs of rent, licensing, insurance and a market manager.

Hyper-local markets like St. Andrew’s are the only access that many city-dwellers have to farm-fresh produce: nearly 100% of our shoppers arrived on foot (or bicycle), and a large percentage don’t even own cars, which makes a trip to more distant farmers’ markets unlikely. We have a few other farmers markets downtown; although none are close enough that I’ll be walking home with a load of fruits and vegetables, they’re worth checking out. The closest three are weekday markets in non-residential areas, targeted at workers on their lunch hour rather than full-on weekly shoppers:

  • Closest to St. Andrew’s, at just over 1km, is Metro Hall. Thursdays, 8am-2pm.
  • A close second is Nathan Phillips Square, 1.5km. Wednesdays, 8am-2:30pm.
  • Closest MyMarket (certified Ontario farmers), at 2km, is Sick Kids. Tuesdays, 9am-2pm.

The next two closest markets are on evenings or weekends, and in residential areas, although each are 2km or more from St. Andrew’s and its dense residential surroundings:

  • Closest evening market, at 2km, is Trinity Bellwoods (the park is closer, but the market is in the northwest corner of the park at Dundas and Shaw). Tuesdays, 3-7pm.
  • Closest weekend market, at 2.4km, is Liberty Village. Sundays, 9am-2pm.

Stay tuned in the coming months for more information on our plans for St. Andrew’s Market in 2011.

Tonight at 8:30pm we’ll celebrate Earth Hour, when we all turn out the lights for an hour. Although mostly symbolic, this should actually translate to reduced power consumption; in Ontario, you can track this on the IESO Earth Hour site which will show a graph of actual consumption against that of a typical Saturday night.

Being green is a trendy thing to do, but some people have been doing it long before it became fashionable: the members of Tower Power Toronto, for example, who focus on energy savings for multi-unit buildings such as condos and co-ops. I attended a meeting of the Tower Power group earlier this year to hear all about solar photovoltaic (that is, solar panels that make electricity directly rather than heating water) and some of the recent government initiatives to make this a reality for small condo buildings like mine. We met at the Windward Co-op, where they have already undertaken a number of green initiatives such as thermal solar (solar hot water heating as a pre-heat for domestic hot water) that has reduced their hot water costs by 40%.

My other half is an electrical engineer, and when I told him that I was attending a meeting about solar PV, he pooh-poohed it as inefficient and expensive, costing more per kWh than we could save. He’s right about that: the high cost (and relative inefficiency) of solar PV panels makes it infeasible for generating power for our building directly. Furthermore, even if we felt that it was a good thing to do, the condo reserve fund cannot be used for solar PV projects, meaning that we would have to create a special assessment such that the owners would pay the costs directly. In a building like ours, where the resale timeframe is fairly short, that just wouldn’t fly.

This is where the government incentives come in: the provincial government would really like us to start greening up, in part to reduce the load on current electricity infrastructure, increase the resiliency of the power grid, help phase out coal-fired electricity generation by 2014, and reduce the cost of having to buy electricity from other provinces or states during time of peak loads. If you take a look at the ISEO website, which shows Ontario electricity demand and the price paid for external electricity during peaks, you’ll see that prices for buying electricity from outside the province can be as high as $1.50/kWh. This also has a social value as well as an economic value by promoting micro-generation and green thinking.

To that effect, the Ontario Power Authority started the Feed-In Tariff (FIT) program whereby you can sell up to 10kW of electricity that you generate (e.g., using solar PV) back to your local power authority (in our case, Toronto Hydro) for $0.802 per kWh on a 20-year contract. Given the current cost of installing solar PV, and the fact that the panels are expected to have nearly zero maintenance costs during the 20-year period, the panels pay for themselves in about 13 years: in other words, that provides seven years of electricity revenue free and clear after the panels are paid off. Current domestic electricity costs in Ontario are around $0.012 per kWh, so OPA is willing to pay you over six times the current price of electricity in order to subsidize your solar PV installation, since they will eventually save the cost of having to build new power generating facilities.

As mentioned previously, condo reserve funds can’t be used to fund solar PV installations, so there needs to be some other form of financing. Alternatives include:

  • Work on getting the condo laws changed so that reserve funds can be used for projects like this. Our local MPP, Rosario Marchese, is working on this, but this could take some time and may never occur.
  • Sell debentures to raise the money for the initial costs, then use the electricity revenue to pay off the debenture with interest. Residents of the building may choose to buy debentures, or anyone who is looking for an investment with a decent interest rate. The risk is that electricity revenues are not sufficient to cover the debenture costs, or that unexpected maintenance costs reduce revenues.
  • Use PV venture, venture firms that specialize in solar PV installations. They effectively own the solar PV system, installing the panels and taking the electricity, then pay a percentage of the monthly revenue to the building on which the panels are placed.
  • Non-profit organizations (including co-ops, but not condos) can take advantage of 0% loans available from the city of Toronto’s Sustainable Energy Funds including the Toronto Atmospheric Fund, which I heard about at a green energy panel that Olivia Chow hosted last year.
  • Live Green Toronto (another city initiative) has some limited grant funding for education and feasibility studies; condos are not eligible but could partner with a not-for-profit.

For buildings within the city of Toronto, you’d be selling power to Toronto Hydro, but the contract would be with the Ontario Power Authority, who are backing the FIT and microFIT programs. OurPower, part of the Toronto Renewable Energy Co-operative can perform assessments on a building to estimate the feasibility and costs: there needs to be a place with good sun exposure (usually the roof) to mount the panels, a method for connecting the panels to the electrical room, an inverter to convert the DC electricity generated by the panels to AC, and a metered connection from the inverter to the power grid. That means that you’d have two meters: one for inbound electricity at the usual market rate (e.g., $0.013/kWh), and one for the outbound electricity that you generate at $0.802/kWh. Ideally, installation would be coordinated with the building roof replacement schedule; otherwise, you’d have to remove and remount the panels during any roof repairs. In addition to the panels, costs include cabling to the electrical room, any modifications required to the roof membrane, insurance, and maintenance (considering a 20-year replacement cycle for the panels, but more frequently for the inverter). Solar PV panels are usually stationary; although panels that move to track the sun generate more electricity, they also have higher maintenance costs due to the moving parts. In order to qualify for the FIT/microFIT program, 50% of the equipment must be manufactured in Ontario, but that can include the framing, inverters and labour costs in addition to the panels. There are some local solar PV manufacturers, including Photowatt and SolGate, making it possible to put together a solution that pumps some money back into the local economy as well as providing green benefits.

How much energy could we really generate with this? Well, our building probably has 200-300 square metres of roof space that could be used; using the estimate of 1 square metre generating 150W in peak sun for a total of about 1kWh/day, that means 200-300 kWh/day, or $160-240/day in electricity revenue. I’m not sure if that 1kWh/day/square metre is an average over the year, or the value for a sunny summer day; assuming that that amount could be generated 1/3 of the time, that’s still $19.5k-29k per year in electricity revenue. As for costs, using a provided estimate of $10k/kW; I’m taking a leap in logic and assuming that’s equivalent to 1000/150 = 6.7 square metres of solar panel, which would be a cost of $300k-450k for the initial installation. That gives an ROI of just over 15 years; assume that my estimate of electricity generated is conservative, I can see how this works out to an average 13-year ROI.

At the end of the 20-year contract to deliver electricity to Toronto Hydro, you’d be in a position to renegotiate a contract with them to continue to provide power, or switch to providing power directly to your own building if then-current price of electricity makes that a better deal.

When you talk about residential solar power, many people think of thermal solar, but there are some fundamental differences:

Solar Photovoltaic

Thermal Solar

Photovoltaic panels generate electricity directly from sunlight Water in pipes warmed by sun used as a pre-heat for domestic hot water (hot tap water or central building heat)
Generates revenue by creating electricity to sell back to Toronto Hydro Generates savings by reducing gas consumption for domestic hot water system
Panels connected by cabling to building electrical system Panels connected by (water) piping to building hot water system
All electricity sold to grid, hence no wasted capacity Hot water used only by building and can’t be shared
Peak capacity during summer when demands on power grid are at maximum Peak capacity during summer may be wasted if more hot water is generated than building requires
ROI can be calculated before project start ROI is based on actual gas costs over life of project

It used to be the case that thermal solar was the only economically feasible alternative for residential buildings; however, the FIT/microFIT program brings the cost-benefit calculations for thermal versus PV much closer together.

If you’re in Toronto and interested in learning more, come out to a Tower Power Toronto meeting. OurPower hosts a wiki page for Tower Power Toronto; it’s sadly out of date, since it shows the next meeting as the January meeting, but it contains contact information and I may take it on myself to update the page when I receive notice of the next meeting.

I’ll leave you with a video of Rob Hopkins from last year’s TED conference, on transitioning to a world without oil:

I spent half of yesterday at a planning meeting for this year’s MyMarkets, run by Farmers’ Markets Ontario: several of the farmers showed up, plus volunteers from some of the five markets. We spent an hour on each of the markets, with the farmers discussing what worked and didn’t work at that market, things that they’d like to change, and whether they plan to apply for that market for 2010. Richard Brault, one of the other St. Andrew’s MyMarket volunteers, was there with me to plead our case for farmers to sell at our market this year, and try to get some meat and cheese vendors there.

Although we had the lowest attendance of all the markets last year, it was our first year (all others were in their second or later years), and we also had no meat or cheese vendors. This meant that some people skipped our market in favor of either heading to the grocery store or waiting for the Liberty Village market the following day in order to be able to do most of their shopping in one place.

The numbers of attendees and vendors at each market isn’t correlated, but I would guess that a wider variety of produce than what we had could improve the attendance:

Market 2009 attendance
(from December review meeting)
2009 # of vendors
Sick Kids Hospital 12,000 8
St. Andrew’s 5,800 10 (peak, although 6-7 on any given day was more typical)
Liberty Village 9,500 19
Bloor Borden 13,000 12
East Lynn 18,000 14

The biggest of the markets doesn’t have the largest number of vendors; in fact, the market with the largest number of vendors (Liberty) had the second-lowest attendance in 2009. I think that Liberty was heavily promoted as the place to be, resulting in the large number of vendors who ended up competing with each other: one of the three meat vendors who was there last year skipped the last month because he wasn’t even making gas money; he had asked to shift to St. Andrew’s market mid-season, but somehow that didn’t happen. The key is finding the right mix of vendors for each venue: items requiring refrigeration, for example, aren’t as popular at Sick Kids market, since it is most frequented by hospital staff who are just starting their shift, and don’t have a place to store cold or frozen items until they head home. There’s also an issue of demographics: Liberty Village, home to more hipster singles per square foot than most other areas of the city, saw declines in sales for most vendors, but Kind Organics with their trendy (and delicious) organic greens did booming business there. We have a similar demographic to Liberty, possibly a bit older but just as child-free, so in general need to have smaller packages for the smaller households, and are very keen for organic produce.

The feedback from the farmers at the meeting wasn’t especially promising, but we’re not giving up hope yet. Only two farmers were firmly committed to returning – Bosco Farms, who had the largest vegetable stand and did fairly well last year, and Cedar Creek Farms, who sold out of their cut flowers every week. There were a couple of maybes, including a meat vendor who could also run a sausage-on-a-bun stand. The combination of low numbers last year plus the Saturday date, when we are competing for the farmers’ attention with all the other Saturday markets in the province, meant that many may not be willing to risk another year at St. Andrew’s in order to see if we can make it the success that we feel we can. Applications will be going out from FMO to the farmers soon, and we should know by mid-April whether enough farmers will commit to St. Andrew’s for another year.

Although the volunteers are doing this in order to benefit our community, we have to recognize that the farmers are running a business, and can’t afford to subsidize our market by showing up when they’re not making money: one farmer estimated a stable repeat customer base of only around 60 people at St. Andrew’s each market day. Saturdays are a popular day for markets all over, and if a farmer can take their produce to market somewhere closer to where they live and make more money, their choice is clear. Although larger famers can deploy at two markets on the same day, the smaller ones just don’t have the logistical support to do that. Unfortunately, since we are using a city-owned parking lot that is in use during the week, we can’t switch to a weekday market unless it were to start fairly late in the day. We’d also be competing with the Trinity Bellwoods, City Hall, Metro Hall and Sick Kids farmers’ market (although not all are certified local MyMarkets) on various weekdays. Add to this the proximity of Liberty Village market, both geographically and temporally, some of the vendors heard that people were going to the Liberty market on Sunday instead of St. Andrew’s on Saturday because they could do more shopping there due to the broader range of foods offered.

Farmers are pretty practical people, however, and realize that without the farmers’ commitments, we can’t get the critical mass of customers there for a successful year.

So what are the possibilities for the continuation of St. Andrew’s market?

First, and we hope that this happens, is that FMO is able to find enough farmers to commit to St. Andrew’s for 2010, including meat and cheese vendors. We believe that we have plans in place to bring in more customers this year, and make it a success all around.

Secondly, we could look at some sort of hybrid market, where we have some of the certified local farmers referred by FMO, but also encourage local businesses to participate. The addition of a local meat or cheese shop, if we can’t get those through FMO, would add greatly to the appeal, as would baked goods or other ready-to-eat food from a local restaurant. I think that we should stay food-focused, disallowing flea market or craft stands (although that’s just my opinion), and not bring in any business that directly competes with the FMO farmers in order to maintain the highest standards of fresh fruits and vegetables.

Thirdly, we could look at some way to combine Liberty and St. Andrew’s market. With Sunday, they clearly have the more popular day for farmers, but they have no one involved from the local community, which puts a much larger burden on FMO to provide all the promotion and logistical support. If we brought our kick-ass group of volunteers to bear on a Sunday market, that could really work. However, all of our volunteers are local to St. Andrew’s (2-1/2 km from Liberty, which is a long ways when you consider that we all walk to St. Andrew’s now) and many don’t have cars; supporting a market in Liberty Village just wouldn’t work for many of us.

We’re crossing our fingers and waiting for mid-April to find out which farmers have decided that we’re worth taking another chance on. Think positive thoughts, and hope for the best!

2009 was the first year of the Historic St. Andrew’s MyMarket, and we’re hoping that it wasn’t the last: a meeting tomorrow could decide our fate.

A bit of history: the Historic St. Andrew’s MyMarket is one of five verified (that is, the vendors are verified to sell only their own produce) farmers’ markets in the urban Toronto area. I’m on the local volunteer committee for the market, and worked on much of the social media side of promoting the market. The farmers, Farmers’ Market Ontario (the organizers) and volunteers from all of the markets met in December to review the season; check out my post about that meeting (including the presentation that we gave, below) for more details.

The highlights of our first year:

  • Opened on June 6th, ran every Saturday until October 24th
  • More than 25 volunteers actively involved in organizing events, promoting the market, and helping with market-day logistics
  • 11 vendors, although not all were there every week, depending on the growing season of what they were selling
  • Almost 5,800 visitors over the season
  • 8 cooking demos with local restaurants
  • Banners, postcards, sandwich boards, email, Facebook, Twitter, Flickr, blogging and even an Ignite presentation for promotion

We were the smallest of the five MyMarkets, as could be expected in our first year: the more established markets in a family residential neighbourhood have as many as three times our visitors, although we came in at more than 60% of what the trendy Liberty Village MyMarket drew, even though it had 18 vendors including meat and cheese (sorely lacking from, and missed at, St. Andrew’s).

Tomorrow, we have a meeting with FMO and the farmers to talk about this year’s market; I’m headed out to Brampton with one of the other volunteers to talk to them about St. Andrew’s. Going to a market is a big committment for the farmers: they have to pay FMO ($500, I believe) for the season for each market that they attend, which covers the booth space and marketing costs; plus, they have to get themselves and their produce to market every week at the assigned time, rain or shine, and stick around even if a lot of people don’t show up. It’s a tough job, especially when you consider that they’re spending the rest of their time actually producing what they sell. This should be obvious, but if they don’t sell enough at a market, it’s just not good business for them.

We’re all hyped for the meeting, then received an email from FMO two days ago that said “Realize it sounds ominous…not much interest from farmers…it will be an uphill climb.” Eeeek! This is the first that we heard that there might not be enough interest from the farmers in order to have a market this year: we’d been focusing on ensuring that we could get access to the city-owned parking lot where we hold the market, lining up chefs for cooking demos to try and hold one every week, and working at increasing our volunteer base to a solid 30 people. We were a bit taken aback to think that the farmers might not want to come back.

Not much that we can do now except to show up, lay out our strengths in terms of volunteers, what we learned last year and how we plan to start earlier and ramp up faster this year. Stay tuned for more details after tomorrow’s meeting.