Foodland Ontario
The Brand Name in Fresh, Local Food

Foodland Ontario: We Have Evolved

• Since the Ontario government's Pick Ontario Freshness strategy was launched in June 2007, many new programs and initiatives have been introduced to help educate consumers on the breadth, depth and variety of Ontario foods. You have probably seen the extensive consumer awareness campaign which includes transit, radio and television advertising.
• OMAFRA also just completed a tracking study on the effectiveness of the Pick Ontario Freshness broad consumer awareness campaign. Highlights of the study reveal:
• The television campaign reached over 90% of our target audience.
• The Pick Ontario Freshness campaign has positively influenced Ontario consumers with their interest and demand for Ontario foods:
  • There is an average 10 percentage point increase in the predisposition toward eating Ontario foods with consumers associating a broader range of food products with Ontario. For example, the association with Ontario has increased for fresh meat/chicken/turkey from 47% to 58% (2007 to 2008).
  • 69% of respondents recall advertising promoting a broad range of Ontario produced foods (up from 40% in 2007)
  • 36% of respondents say that it is VERY important that they select food produced locally (up from 25% in 2007)
  • 96% reported that it was either important or very important that the provincial government promote the sale of Ontario produced foods.

The Foodland Ontario logo is recognized by 96 percent of principal grocery shoppers in Ontario! To consumers, the Foodland Ontario brand represents fresh, local food. Our research shows us that people who are familiar with the logo and Foodland Ontario advertising are significantly more likely to purchase fresh Ontario food. We also found that although consumers are more interested in finding Ontario foods in grocery stores or on restaurant menus, this continues to be a challenge for them. Consumers are looking for Ontario foods - we need to provide them the means to find the products both in-store and on-menu.

How Can You Get Involved? Use the Foodland Ontario Logo!

This year the Pick Ontario Freshness awareness campaign will remind consumers to look for and purchase Ontario foods. Why not leverage this activity and make it easy for the consumer to identify your product as Ontario grown by using the Foodland Ontario logo on your packaging.

Your fresh Ontario food product can carry the Foodland Ontario logo at no charge. Use of the Foodland Ontario brand is expanding and evolving. To inquire about logo use, please contact Barb Smith at barb.smith@ontario.ca or 888-466-2372, ext 63947.

Need Merchandising Materials for Your On Farm Market or Farmers' Market?

Foodland Ontario is pleased to offer display materials to help you identify your products. We have a variety of different items available free of charge including posters, commodity cards, base wrap and price cards. If you would like these materials, please call the Foodland Hotline at 888-466-2372 ext. 63428.

Remember, Ontario consumers look for the Foodland logo so they can 'Pick Ontario Freshness'.