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

The provincial government in Nova Scotia is taking a new approach with its Nova Scotia Loyal program, shifting towards a more promotional effort rather than a rewards program. This change comes as Growth and Development Minister Colton LeBlanc announced the distribution of hundreds of thousands of $10 vouchers for farmers’ markets to various groups in the region.

The vouchers, which were initially piloted in a few schools last year, will now be distributed to all public schools, non-profit Mi’kmaw Kina’matnewey, and clients at the Immigrant Services Association of Nova Scotia. Post-secondary students will also receive these vouchers in the fall, totaling 215,000 vouchers that can be redeemed at any farmers’ market in the province.

Minister LeBlanc highlighted the increasing support for local businesses, with the number of registered businesses with Nova Scotia Loyal growing from 120 to over 900. This surge in registrations is attributed to the growing buy-local movement, especially amidst the uncertainty caused by U.S. tariffs.

Originally envisioned as a loyalty program where shoppers would earn points for buying local products, the Nova Scotia Loyal program took a different turn. Instead of points, the province entered into contracts with retailers like Sobey’s and the Nova Scotia Liquor Corporation to offer rewards like Scene Points and Air Miles to customers purchasing Nova Scotia products.

In recent times, the program has evolved into a promotional model, offering branding support to business operators participating in Nova Scotia Loyal. This support aims to help their products stand out to consumers and secure shelf space in stores.

Last year, nearly 21,400 vouchers were redeemed at farmers’ markets across the province, with 38% of users being first-time visitors to these markets. Minister LeBlanc is optimistic about the program’s growth and its impact on supporting local businesses.

As the Nova Scotia Loyal program continues to evolve, it is clear that the government is committed to promoting and supporting the province’s local economy. The shift towards a promotional approach demonstrates a renewed focus on showcasing and celebrating Nova Scotia’s homegrown products.