Province to issue 215,000 farmers' market vouchers to students and newcomers

The provincial government is issuing hundreds of thousands of vouchers for farmers' markets as its Nova Scotia Loyal program continues to shift toward more of a promotional effort and away from the original plan of a rewards program.

Growth and Development Minister Colton LeBlanc was at a school in Dartmouth on Wednesday to announce that the $10 vouchers, which started last year with a handful of schools, would be going out this month to students at all public schools, non-profit Mi'kmaw Kina'matnewey and clients at the Immigrant Services Association of Nova Scotia.

Post-secondary students across the province will also receive the vouchers in the fall.

A total of 215,000 vouchers that can be used at any farmers' market in the province will be issued.

"The vouchers are valid until the end of the year, so you can enjoy some early strawberries or wait until the end of fall for the fall harvest," LeBlanc told reporters.

Increased desire to shop local

The minister said the numbers show that Nova Scotia companies appreciate what the program is trying to do.

In January, 120 businesses were registered with Nova Scotia Loyal. It's now more than 900 and LeBlanc said that's likely connected to an increasing buy-local movement at a time when U.S. tariffs are throwing uncertainty into the economy.

"I think that has certainly drawn a line in the sand and really reignited for Nova Scotians their desire to support local. We want to make it easier for them and that's the intent of this program."

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The original intent of the program when Premier Tim Houston first discussed it during the 2021 provincial election, was for it to be a type of loyalty program. Shoppers who bought local products would receive points or credits that could be used toward provincial fees, such as vehicle registration.

But that approach never came to fruition.

Instead, the province gave Sobey's an untendered contract for almost $1 million to purchase Scene Points that shoppers could earn through buying Nova Scotia products. Air Miles rewards were also available through select purchases at the Nova Scotia Liquor Corporation.

A shifting model

More recently, however, the program has shifted to a promotional approach.

Along with issuing the market vouchers, the province has started offering branding support for business operators who wish to participate in the Nova Scotia Loyal program and help their products stand out to shoppers.

"It is looking at the opportunities Nova Scotia Loyal has given to different companies to open the door and get them on the store shelves that perhaps they would not have had otherwise," said LeBlanc.

Last year, almost 21,400 vouchers were redeemed at markets across the province, with 38 per cent of users saying it was their first time visiting a farmers' market.

"I think we'll see that number grow," said LeBlanc.