Farm Fresh logo -- credit to Farm Fresh website

By Dori Modney

Alberta Farm Fresh – helping you source farm fresh food

May 22, 2020 | 3:40 PM

LETHBRIDGE, AB. — It’s been a much anticipated bonus to have Farmers’ Markets begin to open in the province. The lovers of farm fresh products were concerned about the possibility of there being no Saturday Farmers’ Markets at Lethbridge Exhibition, because of the COVID-19 pandemic.

However, there are many shoppers who still want the opportunity to shop from farms that offer products directly from their farm gate. There has also been an increase in demand for local food, from the province’s restaurants and stores who look for new ways to put more locally grown and produced food on their menus and shelves.

It should be noted, local food sales from farmers markets and direct-to-consumer channels, have more than doubled since 2008 and exceeded $1 billion in 2018.

With that in mind, Alberta Agriculture and Forestry provided $81,000 to the Alberta Farm Fresh Producers Association (AFFPA) through the Canadian Agricultural Partnership to enhance its online producer directory.

The grant allowed AFFPA to expand its directory to include more producer profiles and build awareness of the high-quality farm-fresh food Alberta is known for. The site now gives retailers, wholesalers, restaurants and the food service industry more opportunities to connect with farms.

Nighttime construction on Hwy 3 in Lethbridge starts April 17

Apr 17, 2025

SASHA launches #BuyABed fundraiser to support vulnerable Lethbridge residents

Apr 04, 2025

$20K grants available: TELUS STORYHIVE Pan-Asian Edition opens applications April 1

Mar 18, 2025

Site enhancements include:

• Additional and more detailed product categories.
• Identification of additional certifications and licensing.
• More marketing channels for producers to include food service and retail.
• Improved search and mapping capabilities.

AFFPA, which is a voluntary membership, non-profit organization representing direct market growers across Alberta, will be offering complimentary memberships for farmers and ranchers for 2020 and 2021.

As Rod Bradshaw, of Beck Farms notes, “This initiative will help solidify the connections between the agriculture producers who want to direct market and their potential customers. It will also heighten the image of this segment of the industry, highlighting what products are available from Alberta producers.”