Ministry of Agriculture, Food and Rural Affairs

Beyond Production Agriculture Business Information Bundle - Understanding The Marketplace

Introducing a value-added product or service into the marketplace involves market research to determine your best business and marketing approach.

Market research usually takes one of two forms: primary and secondary research. Primary research involves collecting data and information through surveys, interviews, focus groups, or by visiting other farms or business engaged in value-adding. Secondary research involves reviewing reports and studies from other sources such as OMAFRA, other government resources, or research institutes. To develop a strong understanding of the marketplace, you may want to consider a combination of primary and secondary approaches.

The links below will help you get started.

Canada Business Guide to Market Research and Analysis

Consumer Research from Foodland Ontario

Developing a Marketing Plan factsheet - 16-027

Growing Your Farm Profits - Marketing Resources

How to Conduct Market Research

Ontario Agriculture and Food Statistics

Ontario Tourism Research

Researching the Food Processing Industry

Rural Economic Development Data and Intelligence - Rural Community Statistics

The Importance of Business Intelligence and Marketing Research