As you probably know by now, in May of this year Ontario launched the VQA Wines at Farmers’ Market program, allowing the sale of VQA wines at farmers’ markets across the province. Since then, the estimated sales of VQA wine at farmers’ markets has totalled more than a quarter of a million dollars.
Vintners Quality Alliance (VQA) wines must adhere to rigorous winemaking standards, and it is terrific to see this expansion and support for the selling of these products, as VQA wines are made 100% from Ontario-grown grapes.
The province has also now made it easier to find these Ontario-made VQA wines with a new mobile map. The map easily allows you to locate your favourite VQA wines, and offers directions and hours for the 100+ farmers’ markets participating across Ontario.
To focus in on one of our Golden Horseshoe regions, Hamilton saw four regional wineries begin to sell their VQA wines at the Hamilton Farmers’ Market on August 1st: Cave Springs, Flatrock Cellars, Pillitteri Estates Winery Inc., and Ridge Road Estate Winery. The 4 wineries will be in the Market daily on a rotating basis.
In this news release, Jeff Letvenuk from Pillitteri Estates Winery shares: “We are thrilled that the Hamilton Farmers Market is going to include Ontario VQA wineries year round. The Hamilton Farmers’ Market program has become an important part of our business plan as it is allowing us to promote 100% Ontario wines to Ontarians. Being included in the Hamilton Famers’ Market with its long history is exciting for us and we look forward to showcasing our many wines at the Market that are not available in the LCBO.”
The market, vendors and management are quite pleased with the addition as well, with Market Manager Donna Lee Macdonald stating, “Customers are looking for quality Ontario wines to complement their food purchases and commitment to Ontario food industries,” adding on “this is one of many strategic initiatives at the Market.”
The two-year pilot program is part of the province’s local food strategy to increase demand for the good things that are grown, made and harvested in Ontario, and the wine and grape strategy to promote the province’s wine industry.
It is promising to see this encouraging growth for one of our incredibly valuable ag sectors. Ontario is the largest wine region in Canada, sharing the same latitude as the Burgundy Region in France. And according to an industry study, Ontario’s wine and grape industry contributed $3.3 billion to the province’s economy in 2011; certainly an industry to value and support.
Where do you get your favourite Ontario wine?