Building resilience through Manitoba’s local food initiative

What do poverty reduction, food security and supporting rural agriculture have in common? They’re all outcomes of the Manitoba Community Food Currency Program, an initiative of Direct Farm Manitoba, which increases access to fresh, local farm products in the province.

“One of our mandates is to support a resilient local food system,” says Kristie Schertzer, Executive Director of Direct Farm Manitoba. “The program strengthens food security and the resilience of local farmers.”

With about 130 members, Direct Farm Manitoba is a co-operative of farmers’ markets and small-scale farms across Manitoba. With the Manitoba Community Food Currency Program, it aims to provide greater access to fresh, local food for households struggling with food insecurity.

What is the Manitoba Community Food Currency Program?

The food currency program also bolsters communities through community inclusion and fostering mental well being, while also directly supporting local, resilient agriculture.

This has been made possible by flexible financing from ACU and support from the Jubilee Fund, a Manitoba charity devoted to making a positive social impact by providing loan guarantees for community based projects that reduce poverty and financial exclusion.

The program was inspired by a similar (and highly successful) program in British Columbia. In 2020, Direct Farm Manitoba started running the program in Manitoba, working with its member farmers’ markets and local community organizations.

These organizations distribute a weekly alternative currency to local individuals and families who would benefit from greater access to food. Recipients use the currency to purchase food from farmers’ markets. The program makes healthy food accessible to participants while allowing them to shop with dignity.

Tackling hunger with fresh, local food

The program works with 13 farmers’ markets and 29 partner organizations, including family centres, women’s centres, food banks and various community groups across the province. Over 800 households participate; half are in the Winnipeg area, while the other half are in rural areas.

“Participants love the program because they choose the food they want to eat while being part of a community experience,” Kristie says. They also have better access to fresh vegetables and nutrient-dense foods, including protein sources, while stretching their grocery budget further.

But it goes beyond that: “Just seeing the friendly faces of the farmers, getting to chat with them, being part of that seasonality, and learning to appreciate different foods is important.”

Supporting Manitoba’s local farmers and markets

According to Kristie, the program is also bringing more people in the door at farmers’ markets.

“The farmers are really excited to have new customers, to be making new relationships. And when this currency is spent, that money goes directly into the pockets of farmers.”

The currency program has allowed new and established farmers to build up their operations by acquiring new customers. Other small businesses at the farmers’ markets also experience a boost.

“The feedback we get is pretty incredible,” Kristie says.

Building community connections through local food

With more people struggling financially, and food prices skyrocketing, demand for the program’s services have grown significantly. “We were able to grow the program this year to better meet the demand with the support of ACU and Jubilee Fund,” Kristie explains.

While Direct Farm Manitoba started with a small pilot in 2020, they acquired provincial funding in 2023 that expanded the program. However, they needed help structuring that financing. The theme of ACU’s impact report is collaboration, scale and impact to support growth. ACU collaborated with the organization the Jubilee Fund to help.

The Manitoba Community Food Currency Program is an example of all three. The program works directly with farmers’ markets, and Direct Farm Manitoba itself is a collaboration of farmers and vendors. In addition, it brings together community based organizations that identify Manitobans who need support with food security.

“We were so grateful because it was going to be really challenging for us,” says Kristie. “Working with ACU and Jubilee Fund allowed us to access the banking products we need to meet our funder obligations and expand the program. I can’t overstate how helpful that was, because I don’t know what we would have done without that help.”

ACU’s CFC: Your nonprofit partner

ACU’s Community Financial Centre (CFC) provides specialized support with a team that understands the challenges nonprofits, co-ops, social enterprises, and small businesses face in accessing capital. The team offers more than financial expertise and tools; it provides creative problem solving and an unconventional approach.

“You have this intricate and powerful collaboration happening to make sure people get the food they need in a way that has dignity and choice,” says Bill Dinsdale, Senior Commercial Account Manager – Not for Profit Specialist, CFC. “Consumers are also building relationships with local vendors. The program builds the local economy while also providing resources to those who need it most.”

“ACU’s vision is a world where innovative financial services in local communities contribute to a sustainable future for all. We don’t achieve our corporate vision until we have climate resilience, until we have eliminated all forms of discrimination in society, and until we have eliminated poverty and built an equitable economy,” says Bill. “We can’t do that on our own. A program like this accomplishes many of those things, and that’s why we build relationships with our members and these types of organizations.”

Kristie is excited to see how this program could evolve. “We’re really excited as we continue to work with our community partners and farmers’ markets to see what the program can do and how it can grow.”

“It’s a win for households struggling with food insecurity,” she adds. “And it’s a win for local producers and farmers’ markets and communities.”

There are several ways to get involved, from donating to the Manitoba Community Food Currency Program, to becoming a member or supporter. Find out more at www.directfarmmanitoba.ca.

Want to learn how the CFC can help your small business or nonprofit? Book an appointment with our experts today!

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