CASE STUDY
Vancouver Farmers Market
Elevating Vancouver Farmers Markets to Essential Civic Infrastructure
In July 2026, SOMA Public Relations partnered with Vancouver Farmers Markets (VFM) to shift public and political perception, positioning markets as essential civic infrastructure rather than temporary weekend events.
Ahead of Vancouver’s municipal election, VFM needed to address challenges threatening its long-term viability, including vendor space shortages and lack of basic infrastructure like water, electricity, and washrooms. Without long-term permits, vendors' livelihoods and local food access remained at risk.
Our strategy connected VFM’s impact to key election priorities through the "Make Space for Markets" narrative. Highlighting $18 million in direct sales and $27 million in local economic impact alongside vendor stories, we showed how municipal planning directly affects local food systems and farmer livelihoods.
What We Did
Strategic PR Plan & Narrative Development: We crafted a comprehensive PR strategy centered on the "Make Space for Markets" narrative, shifting public and political perception from treating markets as temporary weekend pop-ups to recognizing them as essential civic infrastructure.
Media Training & Spokesperson Prep: To ensure Executive Director Laura Smit communicated VFM's priorities with impact and confidence across top-tier media, we delivered tailored media training and ongoing briefing support.
Targeted Media Outreach: We targeted mainstream broadcast, print, and local business outlets to broaden the conversation around market challenges, securing high-profile features and broadcast interviews.
Thought Leadership & Executive Visibility: We positioned Laura Smit as a key commentator on local food systems and public space planning, using digital engagement and op-eds to amplify VFM's vision.
Milestone-Driven Storytelling: We leveraged vendor stories, local economic impact data ($18M in direct sales and $27M in economic footprint), and key election milestones to keep media and mayoral candidates engaged on long-term operational certainty and municipal support.
The Impact
The campaign successfully drove awareness and shifted the narrative just in time for the municipal election.
MEDIA MENTIONS
47
REACH
11+ Million
Extensive Broadcast and Print Coverage: We secured 9 major interviews including high-profile features for Laura Smit across television, radio, print, and podcasts.
Widespread Syndication: This included television features on CBC News (syndicated 8 times), CityNews, and CTV News (syndicated 4 times).
Key Placements: We secured top-tier placements in the Vancouver Sun (syndicated 5 times), CKNW's The Mike Smyth Show, and the Business in Vancouver publication (syndicated 11 times across regional outlets).
Narrative Shift: The messaging successfully landed in the press, with 18 different articles and broadcasts explicitly adopting our key messaging by including the word "infrastructure".
Headline Impact: Top headlines in publications like Scout Magazine consistently questioned why a market generating $27 million in economic activity was still treated as a temporary event.
Direct Political Action: Our media push facilitated direct engagement with Vancouver Mayoral candidate Pete Fry where he publicly committed to prioritizing long-term operational certainty and integrating farmers markets into permanent civic infrastructure.
Electoral Success: Fry was subsequently elected Mayor.
Results
Interviews & Podcasts
CBC: Vancouver Farmers' Markets ask for municipal investment to keep them running
CityNews: Vancouver’s farmers markets looking for support
CBC: Vancouver Farmers Markets push city of Vancouver for long-term agreements and better infrastructure
BIV: Vancouver Farmers Market calls for long-term permits, city planning
The Future Herd Podcast: 49: Why Farmers Markets Matter with Laura Smit
CTV: Busy farmers markets mask growing financial pressures facing B.C. farms, report warns
Mike Smith Show: View here
The Jas Johal Show: View here
Notable Coverage
Vancouver Sun: Vancouver Farmers Market calls for long-term permits, city planning
Scout Magazine: Vancouver’s Farmers Markets are Working. It’s Time the City Caught Up.
Daily Hive: What you might not realize about Vancouver farmers markets
“SOMA Public Relations was instrumental in elevating our voice ahead of a media saturated campaign season. They helped us break through the noise and shift the narrative of farmers markets as occasional events to recognizing them as vital economic and social infrastructure. Their strategic media outreach gave our vendors a platform, engaged civic leadership and focused our time and energy for impact.”
-Laura Smit, Executive Director, Vancouver Farmers Markets