In This Section
| Ontario Market Investment Fund
The Government of Ontario is committed to working with farmers, industry and local food networks to help Ontario families get local Ontario food onto their kitchen tables. The $12-million, four-year, Ontario Market Investment Fund was announced in the 2008 Ontario Budget and is targeted to promote consumer awareness of Ontario-produced foods and encourages Ontario to buy locally. The Ontario Market Investment Fund will improve consumer access to locally produced foods by supporting industry and local food network marketing and coordination efforts. Please click on the links below to access application materials for the Ontario Market Investment Fund. Application and Supporting Documents
Approved OMIF ProjectsAcross Ontario - * Denotes New Projects* Ontario Fresh Chicken CampaignThe Chicken Farmers of Ontario is supporting its new 'Ontario Fresh Chicken' brand through an integrated campaign that includes partnering with retail chains for a multi-media promotion. The Province is contributing $100,000 to the project. * Grocery InnovationsThe Canadian Federation of Independent Grocers will provide food producers a chance to participate in the "Pick Ontario Freshness Buy Local" pavilion at the Grocery Innovations Canada trade show, which is running October 26-27, 2009 in Toronto. This pavilion will consist of 20 booths showcasing local producer and processor offerings to key grocery retailers. The Province is providing $54,000 to this project. * Rooting for Root VegetablesEarthfresh Foods Corporation plans to increase consumption of Ontario-grown root vegetables by building a strategic network of growers and creating a 'Best Ontario' brand. Potato, sweet potato, carrot and onion growers will also benefit from better access to the market. The Province is contributing $85,000 to this project. * Health, Heart and Home Campaign for ApplesThe Ontario Apple Growers will show people how buying apples is a nutritious and tasty way to support our farmers using a new media kit, a redesigned web site and special events such as providing Toronto elementary and high schools with 100,000 apples this fall for school nutrition programs. The Province is providing $93,650 to the project. * 100 Mile Markets OntarioAfter three years of research, Kitchener-based 100 Mile Markets is ready to bring its innovative methods to buying and distributing local food to institutional, food service and retail customers. The company will use a marketing campaign that includes a web portal, point of sale displays, vehicle signage, literature and samples. The Province is providing $100,000 for this project. * Organic Meadow Co-operativeA media and marketing campaign will promote certified local organic milk, yogurt, cottage cheese, cream cheese and eggs to Ontario consumers. The products, carrying the Foodland Ontario symbol, will be marketed through advertising, in-store sampling and consumer education. The Province is contributing $100,000 to the project. * Culinary TourismThe Ontario Culinary Tourism Alliance is creating excitement for dining out on local food through an attractive and useful website highlighting up to 15,000 Ontario agri-food businesses; a meeting bringing together producers, food processors, distributors, restaurateurs, event organizers and more; and the first annual Culinary Tourism Awards. The Province is contributing $63,040 to the project. * Soyfood AwarenessSoyfoods Canada is hoping to make market inroads in Ontario for its products
with a multi-level marketing campaign. By partnering with the Ontario
Soybean Growers, the organization hopes to raise consumer awareness of
the advantages of soy products and how they can be incorporated into everyday
menus. The Province is providing $86,500 to the project. Ontario BerriesIt will be easier to find fresh, Ontario-grown berries beyond the traditional
growing season as the Ontario berry industry will be promoting their products
to retailers through retail contests, media and trade events and advertising.
In recent years Ontario farmers have extended the berry production season
by adopting new technologies and introducing new varieties. The province
is contributing $51,000 to this project. Ontario Natural'Ontario Natural' is a brand with which local consumers will become familiar in the future. The private label is being introduced by the Ontario Natural Food Co-op. The organization will develop a process to identify, evaluate, prioritize and plan for the 'Ontario Natural' line of food products and categories on behalf of the Ontario Natural Food Co-op customers and suppliers. The province is contributing $100,000 to this project. Growing the Tender Fruit MarketFresh peaches, pears, plums, prunes, sweet and sour cherries will be front and centre this summer as a result of the Ontario Tender Fruit Marketing Board's efforts. Among the Board's planned activities are a new media campaign, including kits, farm visits and educational materials. The province is contributing $65,000 to the project. Apple AwarenessThe shine of publicity is on two new apple varieties this year. Ontarians will learn more about, and as a result be more inclined to buy, Honeycrisp and Ambrosia apples at farmers' markets, roadside stands and grocery stores. The Ontario Apple Marketers' Association wants to increase demand for the new fruit to keep pace with expected production increases and provide opportunities for future expansion. The province is contributing $50,000 to the project. Ontario Pork PromotionPutting more pork on people's forks is the focus of a project in which the Ontario Pork Producers' Marketing Board will raise awareness and sales of the product. The board will produce targeted consumer communications marketing materials, including easy-to-make recipes, identifying logos, and information for health care providers. The province is contributing $25,000 to the project. Domestic Apple Market DevelopmentThe Ontario apple industry needs and wants to increase its efforts to
promote its product. The campaign is needed because apple production in Ontario has decreased steadily over the past 10 years from 14,164 hectares in 1995 to about 7,280 hectares today. Ontario's apple production and the returns to producers have also dropped due to a combination of competition from lower-priced imports and declining exchange rates. Consumer Research, Education and Promotion of Fresh Ontario MushroomsThe Canadian Mushroom Growers' Association /Mushrooms Canada, (Ontario) Promotions Task Force has developed a comprehensive Public Relations and Promotions strategy for the mushroom industry in Ontario. The purpose of the program is to "Move More Mushrooms", by making "Fresh Ontario Mushrooms" top-of-mind with Ontario consumers. The industry has concentrated a great deal on making the best product possible through research and development. Now, growers recognize it is time to strengthen their marketing tactics. At the same time, food science and medical research have shown the many nutritional and wellness attributes of fresh mushrooms. Consumer concerns for healthy lifestyles, food safety, environment and disease prevention have increased. All of these trends support the need to promote fresh Ontario mushrooms. Mushrooms Canada (Ontario) will capitalize on the use of:
These tools will be used to promote the convenience, taste, versatility, nutrition and wellness attributes of fresh Ontario mushrooms. The primary targets for this strategy are the principal shoppers and consumers of mushrooms in Ontario. The province will provide $86,325 to the project. Ontario's Finest Meat Products: Consumer and Retail CampaignThis project will include an Ontario-focused creative communications campaign to generate interest and support for processed meats. Activities include:
This project builds on work previously conducted by the Ontario Independent Meat Processors to promote new product development. The province will provide $73,500 to the project. FarmzOnWheelzThe FarmsOnWheelz project will engage young people to explore farming and food. FarmzOnWheelz will be a traveling exhibit moving across Ontario educating the public about modern agri-food technology and its economic impact in Ontario. The Ontario Science Centre, recognized for its expertise in developing scientific, interactive and educational exhibits, will create, design, test and build the interactive components of this exhibit. The province will provide $100,000 to the project. Omega-3 Pork Marketing StrategyThe purpose of this project is to market the first Omega-3 pork raised in Ontario to the retail sector. Marketing the new product will entail differentiation, branding and building awareness through media outreach, direct from farm sales and retail sales. Research indicates that omega-3 fatty acids prevent heart disease and arthritis and improve brain function. Pigs fed diets enhanced with flax yield meat with higher levels of these essential nutrients. The province will provide $55,000 to the project. "Nothing Tastes Like Home" Mobile Educational TrailerThis project will involve buying and outfitting a mobile kitchen trailer to market and promote "buying local" through cooking demonstrations and tasting opportunities at industry, community and school events. The trailer will be identified with the Ontario Corn Fed Beef and Foodland Ontario logos. This project will increase awareness and educate consumers about local foods and the benefits of buying local. The province will provide $60,000 to the project. Local Menu - the Pickle BarrelA new "local menu" for Pickle Barrel restaurants will be created using all locally grown ingredients. The new menu will be developed with author and healthy living expert Rose Reisman. Promotional and point of sale materials will also be developed to promote and raise awareness of the "Local Menu" to diners. The province will provide $54,456 to the project. Hunger Relief - Growing Healthy CommunitiesMore fresh Ontario fruits and vegetables will be going to people in need, thanks to the efforts of Farm Share Canada and the Ontario Association of Food Banks. The three-pronged project will: increase accessibility of Ontario produce at food banks in the Greater Toronto Area; research distribution logistics throughout the province; and educate food bank users about the valuable nutrition in Ontario fruits and vegetables. The province is contributing $100,000 to this project.
Eastern Ontario* On-line Shopping for Prescott-Russell FoodsCovenant Farm is developing a website allowing people to shop for Prescott-Russell
food products from the convenience of their own homes. The website will
help reduce distribution barriers by connecting consumers with local producers
online. So far, 45 producers have signed up for the website. The Province
is providing $77,400 to the project. Local Foods, Local Chefs InitiativeResidents and visitors to the Kingston Public Market will enjoy a unique blend of rich cultural heritage and gourmet culinary experience thanks to the Local Foods Chefs Initiative. This project will coordinate business networking events to establish relationships between market vendors, local growers, processors, restaurants and commercial outlets in Frontenac County. The project will improve and expand the Kingston Market, increase the number of restaurants using local food and build the authenticity of culinary tourism in Kingston. The province is contributing $100,000 to this project. Growing New Farmers InitiativeecoPerth is developing a new buy local initiative to help meet the growing demand for local food in the County of Lanark. The project will get youth involved in growing food, and encourage and enhance overall local food production and consumption. Promotions include expanding the Lanark Local Flavour website, coordinating farmer-to-business networking "meet and greets", developing two four-page newspaper ads featuring local agriculture and culinary tourism, and the printing and distribution of Lanark Local Flavour Guides. The province is contributing $20,000 to this project. Proudly Northumberland @ HomeThe County of Northumberland and the Burnham and Glover's Farm Markets are teaming up to increase consumer purchases of local food and increase awareness of the importance of agriculture to the local economy. Initiatives include fresh food preparation demonstrations held at each of the county's community markets using local and celebrity chefs. The province is contributing $12,500 to this project. Water Buffalo Food FestivalThe Water Buffalo Food Festival in the Municipality of Stirling-Rawdon will be bringing together local producers, suppliers and chefs to raise awareness of the production of cheese from water buffalo milk to local farmers and local culinary professionals. Several chefs will prepare meals with this cheese. Vendors of the Stirling-Rawdon seasonal farmers market will also be supplying chefs with their locally grown produce and meats. The province is contributing $3,300 to this project. Sustainable Distribution Systems for OttawaEastern Ontarios organic farmers will be working together to better
market their products as the Ottawa Chapter of the Canadian Organic Growers
(COG) connects organic farmers with local retail and institutional markets.
The COG will also expand its existing farm tours to raise awareness of
sustainable agriculture. The province is contributing $25,000 to this
project. Renfrew - Taste of the ValleyThe County of Renfrew is heating up the Taste of the Valley this summer by sponsoring events in three towns - Barry's Bay, Arnprior and Cobden. At each location, local vendors will showcase their products to local consumers, food processors and retailers. The province is contributing $9,000 to the project. Artisan CheeseFifth Town Artisan Cheese will encourage cheese lovers to visit Prince Edward County, the company's dairy and buy cheese from its store using promotional channels like a website, brochure and advertising. It will also conduct market research via social media channels. The province is contributing $39,025 to this project. Kawartha Choice FarmFreshPeople living in and visiting the Kawarthas will be better able to find and buy local foods thanks to a new campaign sponsored by the Greater Peterborough Area Economic Development Corporation. The campaign includes a new website, area map, media ads and participation in local agricultural fairs. The province is contributing $40,000 to the project. Harvest HastingsHarvest Hastings is a three-year local food initiative by the Hastings
Stewardship Council to continue expanding local food availability and
sales in the region. The project will identify Hastings as a diverse and
rich food producing region and to market the "Harvest Hastings"
brand through labeling, agri-tourism and education. Building Momentum - Marketing, Training and NetworkingJust Food, a local, non-profit organization with 1,200 members, will develop market opportunities, implement communication initiatives, invite new participation in trade events and roll out marketing and promotional materials through its participation in the Savour Ottawa project. The project will be carried out by a co-ordinator with direction and advice from the Savour Ottawa Steering Committee. The province is contributing $77,000 to this project. CURD Festival - Market of FlavoursPrescott-Russell is the place to be this August, when the CURD Festival
is expanded to include a wide variety of local food, beverages and crafts.
Thirty local producers will be invited to set up booths and display their
wares. The festival already attracts more than 20,000 visitors every year,
and organizers are looking to increase that number - giving more people
the opportunity to sample and buy the high-quality products that are grown
and made in the region. The province is contributing $35,054 to the project. Virtual Artisanal Cheese Research CentreSt. Lawrence College, along with other eastern Ontario colleges and partners envisions a collaborative network to create a "Virtual Artisanal Cheese Research Centre". Funding from the OMIF program will go toward a market study to guide the research and development of the centre. The project will assess the market demand for eastern Ontario artisanal cheese, market demand, producers' learning needs and the ability of the college to meet these needs. If the research warrants, the longer-term plan is to provide cheese producers with information and assistance agricultural extension from eastern Ontario colleges and agricultural associations to boost artisanal cheese making in the region. Preliminary research strongly suggests college applied research and training can play a key role for increasing production capacity by increasing producers' technical, regulatory, and business know-how. The province will provide $20,000 to the project. Local Flavours Expansion ProjectThe Frontenac Arch Biosphere Reserve (FABR) extends over roughly 2,700 square kilometres in the south eastern portion of Ontario. In 2007, the Rideau Canal, which runs through the heart of the biosphere, received a designation as a World Heritage Site from the United Nations Educational, Scientific and Cultural Organization. The FABR mission is to encourage people to work together towards a more sustainable way of life. Local Flavours was established in 2005 to promote the production and consumption of local foods by identifying local food producers, restaurants and retailers. There are currently 80 members in this local food network. FABR proposes to expand the existing Local Flavours network so that it
serves as a more effective communications and marketing tool for the members.
FABR will hire a project co-ordinator to help create and promote a culinary
taste trail which will showcase four seasons of regional cuisine. The
province will provide $15,680 to the project. Spring Forward - Good Things Grow in Prince Edward County!Taste of the County will develop and execute a marketing campaign focused on promoting locally made food and beverage items including cheese, meat, maple syrup, jams, chocolate, crackers, wine and beer. The project builds on previous work undertaken to promote eastern Ontario foods, wine and tourism. Among the activities are;
The province will provide $100,000 to the project. Western Ontario* Buy Fresh at Norwich Farmers' MarketNorwich's farmers' market is attracting more customers with a new advertising and promotional campaign and a new part-time market co-ordinator. The Norwich Downtown Business Improvement Association is making sure the market is staying open for 24 weeks on Friday evenings using a 'Buy Fresh, Buy Local' campaign. The Province is contributing $5,000 to the project. * Huron Perth "Farm-to-Table" OpportunitiesThe Huron Business Development Corporation is determined to make the most of the agriculturally-rich Huron-Perth area with a multi-layered strategy to increase demand for locally produced food. The project components include: building producer capacity, developing a plan for a business incubator kitchen, networking farmers' markets and creating a website that puts all the information about local food in one place. The Province is contributing $50,000 to the project. * Stratford Garlic FestivalThe festival was a great success this year with the help of an advertising
and flyer campaign targeted the Orangeville, London, Hamilton and the
Greater Toronto Area. The campaign helped draw out visitors to the event,
held at the Stratford fair grounds, which offered cooking demonstrations,
garlic braiding demonstrations, garlic crafts, and lots of information
about the history and nutritional benefits of garlic. The Province provided
$12,056 to the project. Grown in Windsor-EssexVisitors to Essex Countys restaurants and casino will soon be more likely to find Ontario-grown foods on the menu. The Windsor-Essex Development Commission and the Ontario Greenhouse Vegetable Growers Association are working together to promote the wide variety of locally grown foods to the community, boosting the local economy and providing consumers with safe quality products fresh from the field or greenhouse. The province is contributing $47,500 to this project. Buy Local! Buy Fresh! MapIf youre looking for fresh produce in Chatham-Kent, youll be able to locate it quickly with the Buy Local! Buy Fresh! map that will showcase the availability of local foods in the region. The map will be available free of charge at local municipal offices, libraries, events and sponsors and partners listed on the map. The province is contributing $9,275 to this project. Finding Farm Fresh Products in Essex CountyThe Essex County Federation of Agriculture will develop, promote and distribute a Buy Local map to increase consumer awareness of the products available throughout the County. Through map distribution and a marketing strategy which includes advertising and signage, the Federation aims to create closer relationships between consumers and the Countys agricultural community. The province is contributing $21,000 to this project. Harvests of HaldimandThe Harvests of Haldimand Local Food Guide and Culinary event will develop a network between food producers, retailers, restaurateurs and tourism-based businesses, to increase awareness of the health and environmental benefits of local foods and its role in stimulating local economic development for the county. The province is contributing $22,000 to this project. Taste of HuronThe Huron Tourism Association will be showcasing the quality and quantity of food products produced in Huron County from August 24th to 30th this year. The "Taste of Huron" event will include dining and information sessions, educational programs for farmers, corn and pig roasts, farm tours, a gala dinner and much more. The province is contributing $20,500 to the project. Guelph Culinary Taste TrailThe City of Guelph and the Guelph-Wellington Local Food Initiative are cooking up a terrific year in 2009 -10 in order to get more consumers buying local food and visiting local tourism attractions. The city is extending its 'Grow Guelph' brand to connect locally, sustainably produced food and tourism destinations under a culinary Taste Trail initiative. The province is contributing $79,500 to this project. Organic Milk MarketingOrganic milk will be served in more Ontario homes as a result of a new
awareness campaign comprising newspaper inserts, radio ads, brochures,
website and trade show participation. Harmony Organic Dairy Products Inc.
of Listowel is leading a marketing blitz to help increase the consumption
of local, Ontario organic milk. The province is contributing $57,950 to
the project. Promoting Ontario PicklesOntario consumers will know more about the availability of Ontario pickles
because of a new marketing co-ordinator, who will work with retailers,
distributors and consumers through trade shows, in store sampling and
other product promotions. Cooking with Ontario Vegetables
|
This site is maintained by the Government of Ontario
Queen's Printer
for Ontario
Last Modified: