PRESS RELEASE
Trois-Rivières, November 10, 2025 — The Association des marchés publics du Québec (AMPQ) held the first-ever National Forum of Québec Public Markets on November 6 at Manoir Montmorency. This event brought together market managers, biofood producers and artisans, as well as sector stakeholders, and highlighted the essential role of Québec’s public markets in local food systems, food sovereignty, and regional vitality.
A key moment of the day was the presence of Québec’s Minister of Agriculture, Fisheries, and Food, Donald Martel, who praised the essential contribution of small-scale farms and public markets to the dynamism of the sector.
“Small-scale farms make up more than half of Québec’s agricultural operations. They play a crucial role in improving the availability of local foods for Quebecers. By supporting small-scale farms and fostering collaboration among industry players, we are strengthening our short supply chains, such as public markets, which allow consumers across Québec to access high-quality local products. We are reaffirming our commitment to valuing all forms of agriculture,” said Minister Martel.
A Strategy to Bring Producers and Consumers Closer Together
At the Forum, Minister Martel launched the 2025–2030 Strategy for Small-Scale Agriculture — Opening the Horizon of Possibilities. This initiative aims to strengthen links between producers and consumers by supporting local marketing, especially through public markets.
In concrete terms, the Strategy seeks to improve the business environment for small-scale farms and facilitate consumer access to local products. In addition to simplifying administrative and regulatory processes, it offers tailored support for small-scale farms, the development of small-scale slaughter solutions, and increased support for direct sales so that Québec products are more accessible and closer to consumers.
A Major Study With Significant Findings
Another highlight was the presentation of a major three-part study portraying Québec’s public markets, their consumers, and their vendors. Carried out in collaboration with Raymond Chabot Grant Thornton (RCGT), the study offered comprehensive insight into the Québec Public Markets network. Its conclusions are clear: public markets are becoming increasingly important in short supply chains and in supporting local vitality.
Key findings include:
- A strong, well-established network: Since 2012, the number of Québec public markets has more than doubled, from about 60 to nearly 155 across the province. Nearly 80% of markets have existed for more than five years, demonstrating the network’s solidity and sustainable territorial roots.
- Consumers are engaged and satisfied: Satisfaction is very high and loyalty remains strong, with 73% of consumers visiting public markets as much or more than they did five years ago. The average basket is approximately $67.40 per visit. Quality and freshness are top priorities, making public markets a preferred destination for local products. Main barriers cited include distance and logistics.
- Over $430M in direct sales: The study confirms that public markets generate over $430 million in direct sales injected into Québec’s economy. They serve as an unmatched showcase for Québec products and a vital direct revenue source for thousands of biofood businesses.
A Social Impact With Potential to Grow
The Forum also highlighted the social impact of Québec’s public markets, particularly through the pilot project of “nutrition coupons”, led by the AMPQ in partnership with the Centre d’innovation sociale en agriculture (CISA). Inspired by successful initiatives elsewhere in Canada, the project seeks to make local food more accessible to households experiencing vulnerability, while promoting inclusion and human connection.
During the last season, in five regional county municipalities (Portneuf, Kamouraska, Rimouski-Neigette, La Mitis, and La Matanie), 185 households benefited from nutrition coupons, allowing them to purchase healthy foods at nine public markets, thanks to the collaboration of 15 community organizations and nine local and regional partners.
In total, $91,330 worth of coupons were distributed, generating concrete benefits for local biofood businesses. Preliminary results confirm the potential and relevance of a future provincial nutrition coupon program in Québec, similar to existing programs in British Columbia, Nova Scotia, and Manitoba.
In British Columbia, such a program already serves more than 85 communities, reaching 18,000 families, seniors, and pregnant women, noted Mélissa Maltais of the British Columbia Association of Farmers’ Markets (BCAFM), a leading organization in Canada present at the Forum.
The Forum also welcomed Chantal Rouleau, Minister Responsible for Social Solidarity and Community Action, and Minister Responsible for Montréal and the Metropolitan Region, who emphasized the importance of public markets in community life.
“Québec’s public markets are essential allies in our government’s efforts to bring food closer to people. I share their vision of working with a broad network of partners so that all our citizens can have enough to eat. As proof, under our Poverty Reduction Plan, in which nearly $141 million is dedicated to food security, we funded the Centre d’innovation sociale en agriculture so that the solidarity garden model found in some regions can be adopted elsewhere in Québec. Thanks to our plan, we will continue in this direction.”
Québec’s Public Markets: A Strong Link in the Food System
Among the guests was Jean-Martin Fortier, farmer, educator, author, and entrepreneur recognized as a pioneer of small-scale organic farming, who shared his reflections on the essential role of public markets in our food ecosystem. His perspective emphasized how public markets contribute to community vitality, support the viability of small-scale farms, and help build a fairer, more humane, and more sustainable food system.
“Québec’s public markets are not just places to buy local products. They are a service to citizens, a driver of local economies, and a lever for public health and food sovereignty. They represent local economies at their best: human, rooted, and meaningful,” said Kate Johansson, President of the AMPQ.
This first Forum clearly demonstrated that Québec’s public markets are a strong link in Québec’s food system, a network that must be strengthened and supported for the benefit of all citizens.
About the Association des marchés publics du Québec (AMPQ):
The AMPQ’s mission is to support and promote the emergence, development, and visibility of Québec’s public markets network for the benefit of local communities and the province’s biofood producers and artisans. For more information: Association des Marchés Publics du Québec
Source: Association des marchés publics du Québec | info@ampq.ca
Media contact: Jean-Nick Trudel | 514-554-9553 | jntrudel@ampq.ca
