‘Where humanity's heart lies'

Hamilton Spectator

29-05-2025

Pemberton's farmers' market returns on May 30 to commemorate the Valley's growing season. Historically, the market has offered fresh produce, baked goods and handcrafted items—all produced by local farmers and artisans.
This year, Pemberton's new market manager, Angie Wilde, said to expect an expanded slate, including musical acts and kids' programming. It's part of her vision to promote the market as a true hub that reflects the soul of Pemberton.
'The market is a place to, obviously, shop and buy local goods, but, more than that, it's a place that community gathers, and I think that's really felt by the community,' said Wilde. 'It's where humanity's heart really lies.'
Wilde moved to Pemberton five years ago. She's come to see farmers markets as a distillation of the power of small communities.
'It's funny, when you live in a rural area, you can feel really isolated, and yet you're so held by your community, and you rely on each other in a way that you don't in the city. And in that way, I just wanted to give back to this community. I also come from a background of farmers and farmers that also sold the produce at farmers markets. I feel like in that way, I'm sort of following on the path of just keeping local growers and makers together.'
The core of the farmers market will remain, of course, farmers. Pemberton farms like Four Beat, Willowcraft, Blackwater Creek and Plenty Wild will all have their own stands. But Wilde said the joy of the market is seeing it expand to be a whole-of-community endeavor involving other vendors, artisans and community groups.
'While our main function is to connect the community woith local producers and artists, our outlook is about growing the heart of Pemberton and local nations,' she told Pique.
To that end, she's excited to see musical acts take a more central role in the market this year.
'Bringing the vivaciousness of live art to [the market] will be really great,' she said. 'Just bringing in local bands that maybe don't have another opportunity to play… And that's why the market is so great, because it's one of the only opportunities that they have to really just come out and show their talent.'
Prospective vendors are asked to sign up through Manage My Market, available through the Pemberton Farmers Market website
. Community organizations can also sign on through the same system, but for at least the first four market appearances, there won't be a fee for setting up a table.
There is a separate tab on the Farmers Market website for musicians to contact Wilde directly
. A growing list of this year's musical acts is also featured on the site, including Chicks with Picks and Monty Biggins.
The Pemberton Farmers Market also participates in the
B.C. Farmers' Market Nutrition Coupon Program
—a healthy heating initiative that provides market coupons to lower-income families, pregnant people and seniors.
Coupons can be spent at participating markets around the province
, and can be used to purchase vegetables, fruits, nuts, eggs, dairy, herbs, vegetable and fruit plants, honey, meat and fish.
'It's a great opportunity, and it brings in a huge amount of income to the farmers markets, plus those people are getting amazing produce,' said Wilde.
Eligible participants can secure coupons from Sea to Sky Community Services Society.
The kickoff market on May 30 runs from 3 to 6 p.m. Markets will run on Fridays, weekly, until Oct. 31. Markets will take place in the Pemberton downtown community barn.