The Transparency of Food - Erin Mills Farmers Market

Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Lee Overton, market director, and consultant of Erin Mills Farmers Market, located in Mississauga, ON, Canada.

What's your business, and who are your customers?

Erin Mills Farmers Market is a community development project that was conceptualized by The Daniels Corporation and Hoffmann Hayes to engage the Mississauga community in local food with a farmer's market and a community garden. In 2016, it became a non-profit organization, and in 2020 the market moved to the base of the Daniels buildings on the corner of Erin Mills Pkwy and Eglinton Ave. W. The community gardens are now combined with Ecosource in Mississauga. The market has always brought food to the community that is grown using sustainable methods where possible and with no GMOs. Our market manager scours the area and southern Ontario, looking for farmers who grow this way and food producers who craft their products using local ingredients and with sustainability in mind, such as their packaging. They also look for vendors who offer culturally diverse foods to meet the needs of our customers and we encourage BIPOC food businesses. You can also often find an organic farmer or two at the market. Apart from scrumptious, high-quality food, the market is a way to learn about food, inspire your cooking, talk with growers, producers, and make friends. It's also something you can do alone or with family or a friend.

Tell us about yourself

I became a part of this project after the first year it ran to operationalize and build it. Having a background as an entrepreneur with my own company and as a consultant and a non-profit background coupled with a passion for local food, I could support vendors with their businesses and collaboratively develop its mission and vision for the community. Seeing how a project like this brings people together and how it not only supports mainly small businesses but supports personal growth is what motivates me.

What's your biggest accomplishment as a business owner?

Authenticity. Being authentic with the business I co-owned and as a consultant building the Erin Mills Farmer's Market includes learning and listening to all the groups your business intersects with. Customers, vendors, suppliers, volunteers, industry colleagues, and connecting with them genuinely builds the community. So that the experience is joyful for yourself and others. And that I have stewarded the business and projects to operate in an environmentally responsible manner, so the world isn't left with more damage.

What's one of the hardest things that come with being a business owner?

Having to do it all! It is overwhelming to try to do it all yourself, and we don't do everything well. I see independent business owners, even long-term ones, struggle with this all the time, and they are left burnt out and struggle with having balance in their lives. And their business, and they themselves can suffer if they don't have time to do what is needed to make a living. When you can hire out things that are not your strength, like bookkeeping, IT, website design, or photography, it allows you to excel and identify the next steps and ultimately keep focused on the vision. And if you can't afford to hire out at the beginning, try to think of someone that can help, maybe a semi-retired or retired relative with a skill set that could be helpful. They may volunteer their time. Being connected with entrepreneurs through a group and or individually and or industry groups for companionship and sharing ideas and resources is helpful.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Do research. Many new business owners dive into marketing before doing some basic research. Learn about the industry if you don't know it well. What's the lifecycle of the industry and products. Know who the competition is and the key message that makes your product different and that applies to service-based businesses too.
Do the math. Research all the costs associated with getting the business going. Prepare your budget. Once you have an idea of how the product is selling and if you see it as being viable, then do forecasts for costs and revenues.
Test market your product before scaling it. For instance, if it's a local food product, farmer's markets are a great test market. You can get direct feedback from customers. Preparing a business plan will take you through these steps, including a marketing plan. You may do this once you have a better sense of the viability of the business.

Where can people find you and your business?

Website: https://www.erinmillsmarket.com/
Facebook: https://www.facebook.com/ErinMillsFarmersMarket
Instagram: https://www.instagram.com/erinmillsfarmersmarket/
LinkedIn: https://www.linkedin.com/in/leeoverton/

If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

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