Abstract
This study examines the characteristics of farm direct marketing in British Columbia, Canada, focusing on the distribution of farms, types of commodities, methods of production and sale by farms. The farms that conduct farm direct marketing are distributed mainly in the suburbs and the urban fringe of Vancouver. The area is a horticultural zone extending along the lower stream of the Fraser River, in which the number of farm direct marketing has increased since the late 1990s. Though commodities are diverse, the management can be classified basically into four types; fruits (mainly berries), vegetables (including flowers and nurseries), livestock and poultry products, and farm stores. Though the area of farm land is not large, many versatile mangers of second generation engage in the management. They advertise the products as "fresh, local and safety", and inform the season of harvest to repeaters by using of Facebook. The farm operation is under the pressure of urban land-use, however, there is a possibility of growing because it is supported by a constant demand for local food by urban residents, and a positive image of rural areas.
