The Context

Farmers’ Markets of Nova Scotia (FMNS) is a non-profit cooperative with over 40 member markets across Nova Scotia. They understood that farmers’ markets can offer an ideal setting for many new food-focussed businesses to test their products and build a customer base, and yet there are systemic barriers for BIPOC entrepreneurs to access the markets as new venders and for their businesses to thrive in the farmers’ market settings.

FMNS’s goal was to facilitate more equitable access to becoming a farmers’ market vendor and business owner while working with farmers’ markets to learn and adopt more equitable practices, which in turn will create more inclusive farmers’ markets and a better food system for all community members.

Our Work Together

The Taking Root Program was the result of an 18-month research and design initiative facilitated by Understory Consulting and done in close collaboration with entrepreneurs who self-identify as Black, Indigenous, newcomers, and persons of colour. We also shared early insights and ideas with a cohort of community-based organizations who regularly support BIPOC entrepreneurs, and with Farmers’ Market managers.

An initial pilot of the Taking Root Program began in Spring, 2024 and provided a suite of options entrepreneurs could choose from, including a $1000 grant for start-up costs, matching and accelerated application process with markets, waived table fees for three months, numerous written resources (marketing, food safety and permitting, etc.) and one-on-one support from a mentor, market manager, and business advisor. Understory Consulting is currently leading the evaluation process over a two-year pilot period to capture learnings and outcomes for participants and the host markets.