Pickering Town Centre

Pickering Town Centre

July 21, 2011 16:37 ET

The Taste of Fresh! Pickering Town Centre Opens Upscale and Eco-Friendly Farmers' Market

Every Tuesday, 2-7 p.m.

July 26 to October 18

PICKERING, ONTARIO--(Marketwire - July 21, 2011) - Pickering Town Centre is pleased to announce the opening of its outdoor Farmers' Market on July 26, 2011 at 2:00 p.m. Conveniently located near Entrance 4 at the Centre's East parking lot, across from Pickering City Hall and adjacent to the Durham Region Transit bus loop, this upscale, modern and eco-friendly market will be host to local farmers, local arts and culture, and a weekly food drive in support of Pickering's food banks.

Mayor David Ryan will officially launch Pickering Town Centre's Farmers' Market on Tuesday July 26 at 2:30 p.m. with a ribbon cutting ceremony. Additional launch day festivities will include performances from Durham Has Talent finalist Cyann Dias and Durham Tourism's Songwriting competition winner Matthew Riches.

"The City of Pickering fully supports Pickering Town Centre's Farmers' Market initiative. We are pleased that the Centre is demonstrating its commitment to helping local farmers, encouraging community support for locally grown food and bringing awareness to the needs of community organizations," said Mayor Dave Ryan. "Our downtown is undergoing a dramatic transformation and I am pleased that the Farmers' Market will add a new and exciting dynamic to this burgeoning area of our city."

In addition to featuring local fresh produce and top quality products, Pickering Town Centre has partnered with the following community organizations: Durham Sustain Ability, Durham Farm Fresh, Durham West Arts Centre, Pickering Cares and the City of Pickering. The market will also serve to promote local performing arts, culture, sustainability and bring awareness to the needs of local food banks.

"Our goal is to bring an authentic Farmers' Market to the community, different from any others that exist in the region," said Lorna Murphy, Marketing Director, Pickering Town Centre. "By partnering with such dynamic groups as Durham Sustain Ability, Durham Farm Fresh, Durham West Arts Centre and Pickering Cares, this market will be a contemporary, eco-friendly destination that brings together some of the best that Durham Region has to offer."

In celebration of the Farmers' Market opening, Pickering Town Centre will be giving away a $100 gift card every hour on the hour. Guests will have the opportunity to enter the draw on site at the Guest Services tent for their chance to win. The first draw will be held at 3:00 p.m. and the last draw will be held at 7:00 p.m.

In a recent survey conducted by Pickering Town Centre, 34 percent of respondents indicated that they would like to see a food drive at a Farmers' Market. The survey also underscores consumer openness to a variety of experiences at a Farmers' Market, with 30.3 percent of respondents indicating they would like to see live entertainment, 44.1 percent indicating they are interested in seeing eco-friendly products and 48.6 percent interested in organic products. In line with these findings, entertainment will be programmed with the assistance of Durham West Arts Centre and Creative Math & Music. Durham Sustain Ability will oversee and inform the green nature of the market and through innovative programming, will help educate market visitors in environmental practices they can use in their daily lives.

Most of the products sold at Pickering Town Centre's Farmers Market will be direct from farmer/grower to market with no resellers involved. This move is supported by the results of a survey conducted by Durham Farm Fresh, which states, "Forty seven percent of local consumers care about where their food is produced and seventy six percent of consumers 'probably' or 'definitely' will purchase items labelled as locally produced."

Testimonials:

"We are very happy to have the support of the new Pickering Town Centre Farmers' Market," said Mike Fischer, Project Manager, Pickering Cares. "The awareness the market will create for Pickering Cares and Durham's two local food banks - St. Pauls-on-the-Hill Community Food Bank and Salvation Army House of Hope Food Bank - is a key element to helping families in need."

"We are excited to be showcasing local talent at the Pickering Town Centre Farmers' Market," said Suzanne Regimbal, Promotions & Marketing, Durham West Arts Centre. "There is a wealth of talent in our midst and this is an exceptional opportunity to make that talent accessible and recognizable to the community."

"Shopping locally is an integral part of sustainability and having this Farmers' Market at such an accessible and convenient location is a great opportunity for our community," said Rachael Wraith, Manager of Communications & Programs, Durham Sustain Ability.

About Pickering Town Centre: Pickering Town Centre is a one million square foot shopping centre located at Kingston and Liverpool Roads in Pickering, Ontario and is owned and operated by the Ontario Pension Board and managed by 20 VIC Management Inc. The shopping centre currently offers over 200 stores and services under one roof including the Bay, Sears, Famous Players and Zellers. Pickering Town Centre's website can be found at www.pickeringtowncentre.com.

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