VQA Wines at Farmers’ Markets Question and Answer (2014)
Posted: July 22, 2014
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Questions and Answers Regarding the Province’s Pilot Allowing VQA Wine Sales at Farmers’ Markets
Q. Which markets will be eligible for wine sales?
The Public Health (HPPA) definition of a Farmers’ Market, i.e. >50% farmers, will be used to determine eligibility. There is no FMO membership requirement. The program will begin this year (May 1st , 2014 target) and be evaluated in winter 2015, thus allowing two years’ experience.
Q. Will wine vendors be considered farmers or non-farmers according to the Board of Health?
Wineries will be considered as ‘non-farmers’ on market vendor lists (although it is recognized that VQA wineries are also growers). Therefore, the addition of wineries cannot be used to meet the >50% farmers threshold.
Q. Will there be a maximum number of wine vendors that can be selling wine at any given market?
Not specifically, except that markets must maintain a vendor balance of more than half farmers overall.
Q. Will markets need to change their zoning permits, need a license or special permission from their City?
Licenses will be issued to the wineries, not the markets. Wineries will have to get an extension of their store licence, register with the AGCO where they intend to sell in order to get an ‘endorsement’ for specific markets, and communicate with the appropriate authorities in the municipality.
Q. Who can sell wine at a farmers’ market? Will vendors be required to sell only wine that they produce?
Only VQA wines are permitted for sale in this 2014-2015 pilot, and wineries must send their own Smart Serve trained staff. Vendors cannot sell wines other than the VQA products from their own winery. At this point, collaboration between wineries is not being allowed. It may be possible to accommodate a rotating roster of wineries on different market dates.
Q. Who will be legally liable for sales or problems? The vendors or the market?
The Vendors. Sales and liability are tied to their winery licence.
Q. Will customers have to show ID? Will sampling be allowed? Will wine sales be required to take place in a separate area in each market?
Transaction requirements and product prices will be the same as on-winery sales. The expectation is that any sampling would take place at the winery’s table, not throughout the market, but hours and conditions still need to be worked out. Organizers of the pilot are looking at examples of how sampling is handled in other provinces and some states.
Markets will also be able to set their own limitations if they wish, for example, ‘the market opens at 8 am but sampling is not allowed before 10 am’.
Q. Must the wine come from a winery located within a certain proximity to the market?
The geographic reach of wineries at Farmers’ Markets will only be constrained by their ability to return product to their winery each day after the market is closed. At this point, no off-site warehousing is permitted. In this regard, wineries face constraints that are similar to market farmers, who have to drive back to their farms with unsold items at the end of markets.
Q. Is there a written document outlining the controls and regulations for wineries at Farmers’ Markets?
Not yet; many details are currently being worked through.
Q. What about local cider, fruit wines, 100% Ontario non-VQA wines or other craft-brew products?
The Provincial government has stated that there will be no consideration of additional options until winter of 2015, when the pilot will be evaluated. They have launched the pilot as part of a broader VQA-specific initiative.
Q. What are the next steps?
As well as establishing contacts between interested wineries and market managers, making contacts within the municipal departments involved is essential. Municipalities have the right to opt out of this program, but only if a motion to do so is passed in Council. Some municipalities are developing protocols for how this new situation will be handled in relation to current permits, and may specify which markets are considered appropriate for the pilot. Once all the details are in place this should become more straightforward. However, there is no guarantee that procedures will all be worked out by the target start date of May 1st. The pilot is a work in progress.