Overview
MarketMates awards a Verified Farmers' Market badge to markets where at least 51% of approved vendors are primary producers — people who grow, raise, harvest, or make what they sell.
Our definition aligns with the standard set by Farmers' Markets Ontario (FMO), the recognized authority for Ontario farmers markets, which requires at least 51% of vendors at member markets to be primary producers. We apply this standard nationally to help shoppers identify authentic farmers markets across Canada.
This badge is not an endorsement by FMO and does not constitute membership in any FMO program. It reflects MarketMates' independent assessment based on vendor self-attestation.
Definitions
Primary Producer
A vendor who grows, raises, harvests, or makes the products they sell. This includes:
- Farmers and growers — fresh vegetables, fruit, herbs, flowers
- Livestock and poultry producers — meat, eggs, honey, dairy
- Bakers and food processors — bread, preserves, sauces made from scratch
- Artisans and crafters — original handmade goods (jewellery, ceramics, textiles)
- Wild harvesters — foraged mushrooms, berries, plants
Reseller
A vendor who purchases products made, grown, or produced by others and resells them. This includes:
- Importers selling foreign-grown or foreign-made products
- Aggregators selling another farm's produce under their own banner
- Distributors reselling packaged goods (snacks, drinks, condiments)
- Vintage and second-hand dealers reselling found or acquired items
Examples
Common vendor scenarios and how they are classified:
| Vendor | Classification | Reason |
|---|---|---|
| Farm stand selling own vegetables | Primary | Grows the produce themselves |
| Bakery making bread from purchased flour | Primary | Makes the product from scratch; the transformation is the craft |
| Beekeeper selling their own honey | Primary | Raises the bees and harvests the honey |
| Jeweller making pieces from sourced beads and wire | Primary | Creates an original handmade product |
| Stand selling imported produce from another country | Reseller | Does not grow the produce |
| Aggregator selling a neighbouring farm's eggs under their own name | Reseller | Does not produce the eggs |
| Distributor reselling packaged snacks or beverages | Reseller | Reselling manufactured goods without transformation |
Edge Cases
Mixed sellers
If a vendor primarily sells their own products but occasionally includes resold items, they may still qualify as a primary producer if the majority (>50%) of what they offer is self-produced. Vendors should classify themselves based on their primary business model.
Processed vs. raw products
Processing your own raw ingredients into a finished product — making jam from your own berries, fermenting your own hot sauce, baking bread from scratch — counts as primary production. The transformation adds value and represents your craft, even if some inputs are purchased.
Collectives and cooperatives
A vendor booth representing a farming cooperative is classified based on the majority of products sold. If the cooperative sells primarily its own members' products, it qualifies as a primary producer. If it sources from non-member farms and resells, it is classified as a reseller.
Specialty and craft markets
Not every market on MarketMates is a traditional produce-focused farmers market. Craft fairs, artisan markets, and specialty food markets may have different vendor compositions. The Verified Farmers' Market badge applies specifically to markets meeting the 51% threshold — markets without the badge are not penalized; they simply reflect a different focus.
Verification Methodology
Verification on MarketMates is based on vendor self-attestation. When creating or updating their profile, vendors confirm whether they are a primary producer or reseller.
A market receives the Verified Farmers' Market badge when both conditions are met:
- 1At least 5 vendors have an approved application to the market (minimum threshold for statistical reliability)
- 2At least 51% of those approved vendors have self-identified as primary producers
We do not independently audit vendor claims at this time. Vendors who misrepresent their status may have their account suspended. Market operators can contact legal@marketmates.ca to report suspected misrepresentation.
Changes & Updates
Vendors can update their producer status at any time from their profile settings. Market verification status is recalculated automatically whenever a vendor updates their status or a new vendor application is approved.
MarketMates reserves the right to update these definitions as the platform evolves. Material changes will be communicated to affected vendors and operators via email.
Questions? Contact legal@marketmates.ca.