A partnership among communities along Highway 7 is expected to help grow the tourism industries in Maple Ridge and Pitt Meadows, most notably the agri-tourism industry.
Scenic 7 BC is a partnership between the seven communities along the Lougheed Highway, including: Maple Ridge, Pitt Meadows, Coquitlam, Mission, Agassiz, Harrison, and Hope, highlighting off-the-beaten-path experiences on offer in each community.
Pitt Meadows only recently joined the Scenic 7 BC partnership, an initiative the city hopes will grow agri-tourism opportunities in the city.
City councillor Allison Evans noted that Scenic 7 has outstanding marketing reach, which will help position Pitt Meadows as a day-trip destination for visitors to the province and for residents of the Lower Mainland looking for "unique agri-tourism experiences."
Currently there are 34 agricultural business licences in the City of Pitt Meadows including crop farming, greenhouse, cannabis production, tree production, nursery, and honey production.
Mayor Nicole MacDonald noted the city's agri-tourism industry comprises of farm gate sales, the Pitt Meadows Farmers Market, u-pick blueberries, the Bees and Blueberries Festival, and cranberry tours.
According to the last Census of Agriculture in 2021, during the COVID-19 pandemic, 23 per cent of farms in Pitt Meadows were selling direct to consumers mostly through farm gate stands and farmers markets.
In addition, 13 farms reported that direct sales to consumers accounted for 100 per cent of their operating revenues, eight farms said direct sales accounted for 50 to 99 per cent of their revenues.
"Suggesting that although only 23 per cent of farms in Pitt Meadows are selling direct to customers, those direct sales are significant for their gross income," read a report on the findings.
Then, in 2022, with the start of the Pitt Meadows Farmers Market, producers had another opportunity to sell their products locally, said MacDonald.
MacDonald is optimistic about the potential for growth in the agri-tourism industry, given the city’s Agricultural Viability Strategy, which includes recommended actions to promote agri-tourism and marketing.
"We conducted a public survey and found that respondents would be encouraged to purchase local more often if local foods were more convenient to purchase, more affordable and if there were more processed local foods available," said MacDonald, adding the city is engaging with other organizations to explore opportunities for further collaboration on agri-tourism initiatives, in addition to working on a dike/trail signage project to help educate the public on agriculture within Pitt Meadows.
"We are hoping that by expanding on agri-tourism opportunities and public outreach and education, we can help to support the local agricultural industry to make it more sustainable and economically viable," she added.
City councillor Mike Manion noted that the agri tourism industry in Pitt Meadows is indeed growing and expanding every year.
"Customers delight in the unique educational experience and constantly look for new venues to explore," he said.
What were once pick your own businesses and corn maizes, have now morphed into cranberry bog experiences, on-farm breweries, restaurants that showcase farm-grown food, and goat yoga, added Manion.
"As farmers are experiencing more instability and pressures in their regular business practices, this offers additional revenue that is not subjected to the vagaries of the market," he added.
Maple Ridge boasts a wide range of agri-tourism experiences including farm-to-table offerings, farm visits and markets, culinary events, and craft breweries and distilleries.
Agri-tourism is a key driver in the city’s tourism strategy, explained Tyler Westover, director of economic development, noting it generates revenue through direct sales, employment, and visitor spending on experiences, food, and local shopping.
There are currently 81 businesses in the agri-tourism sector, said Westover, including cafes, restaurants, pumpkin patches, berry picking farms, culinary events, and craft breweries and distilleries.
It is an industry that has evolved over the years from traditional farming activities to more of a focus on experiential offerings like farm-to-table dining, immersive farm visits, mixed land use, and farmers markets.
"The industry has also benefited from growing consumer interest in sustainability and local food systems, which aligns with Maple Ridge’s strengths and tourism product offerings," said Westover.
Specifically, 128 Avenue is gaining recognition as an emerging agri-tourism corridor, he noted. This area is home to high quality agricultural businesses like The Patch Brewery and Golden Ears Cheesecrafters, that prioritize locally sourced products.
And, a renowned honey production company is also set to open along the corridor soon, which, he added, will further enhance the, "appeal of this axis."
"During the pumpkin season, the corridor attracts over 15,000 visitors from across the region, drawn to its innovative and festive activities," said Westover.
"With offerings such as craft beer, artisanal cheese, and the potential addition of a winery, this stretch has the potential to evolve into a prominent agri-tourism hub. Its diverse attractions and scenic charm make it an ideal destination for those seeking immersive farm-to-table and locally crafted experiences."
