'Pay what you want' market aims to reduce stigma of food insecurity

A Calgary coalition who call themselves "social innovators" have created a pay what you want concept market aimed at allowing a cross section of Calgarians better access to locally produced food.

The Pay What You Want (PWYW) market, a collaboration between design firm J5 and the United Way of Calgary and Area, gives customers a suggested price but they are free to pay what they feel they can for their purchases.

Aimed at increasing food security, it also gives those who might be financially struggling the freedom to meet their household needs and stay within their budget, according to a release from the Social Impact Lab, the body running the event.

"We're trying with the market to provide a solution to those families that are feeling the strain of inflation at the moment," said James Gamage, director of innovation and the Social Impact Lab at the United Way of Calgary and Area.

"Just because you are needing support doesn't mean that you don't deserve fresh food, to choose what food that you have to be able to get it when you want to," Sydney Johnson, design lead with J5, said.

The market works like any other market, she says, except some people pay a suggested total and some will pay more. The idea is that those who pay more supplement the people who are paying less or nothing.

Customers are also given an anonymous way to pay that frees them from the feeling of being observed by the cashier, which allows people to avoid feeling judged if they can't afford the full price, according to Johnson.

This weekend's market, which took place Thursday, Friday and Saturday in Calgary's Beltline neighbourhood, is the second market the group has put on after an initial launch last December. Organizers said they hope to put on future editions.

Thus far, almost no one has paid the price suggested by the social innovation lab for goods. Everyone paid above or below with totals at the end evening out almost exactly to the suggested total.

"I absolutely think it's exactly what a city like Calgary needs. I wish there was more. I think it is a wonderful idea to build community," said Krista who declined to give her last name but was at the market to support a friend who is a honey vendor.

For the vendors themselves, the market is a good place to find customers, according to Shanna Carter, CEO of Mushroom Labs Inc. So much of the cost of selling food comes from finding a place to sell it, she says.

"To eliminate the overhead, it allows the people to provide food and I think that's awesome," she said. "Because especially with downtime being so empty right now, there's no reason why we can't be doing this."

More than 500 people attended the event which ran from March 24 to 26.