For Release: September 20, 2005

NEW FOODLAND ONTARIO TELEVISION CAMPAIGN SUPPORTS
FARM AND RURAL COMMUNITIES
Ads To Boost Produce Sales and Farmers' Incomes, Promote Ontario Freshness

LISTOWEL - The Ontario government is building economic prosperity in rural Ontario with the launch of a new advertising campaign which encourages consumers to Pick Ontario Freshness.

The new Foodland Ontario ads were launched by Ontario Premier Dalton McGuinty and Agriculture, Food and Rural Affairs Minister Leona Dombrowsky at the 2005 International Plowing Match and Rural Exposition.

"Ontario farmers make a tremendous contribution to our economy and our rural communities," said Ontario Premier Dalton McGuinty. "Our farmers grow the best food in the world and I want people to know it."

"Our government knows that a strong agri-food sector is key to Ontario's prosperity," said Dombrowksy. "If we all buy Ontario, everybody wins, because we're also supporting our farmers and our rural economy and consumers are getting the freshest produce."

The spots are part of a series that will begin airing on October 5, 2005. Several fresh commodities will be profiled along with consumer tips on proper handling and storage. This campaign will run until November 6, 2005. Another campaign is scheduled to begin airing in February 2006.

Market research studies have consistently shown that more than 80 per cent of targeted consumers recognize the Foodland Ontario symbol, are likely to buy Ontario fresh produce and approve of the Foodland Ontario program.

"The Ontario fruit and vegetable industry is made up of more than 125 different commodities with a total farm gate value in excess of $1 billion," Art Smith, CEO of the Ontario Fruit and Vegetable Growers' Association said. "Foodland Ontario provides an essential service to the industry with its highly recognized and highly regarded program."

Foodland Ontario is a consumer marketing program aimed at increasing sales and profit margins for fresh Ontario fruits and vegetables using a multi-media strategy and in-store promotions. Staff work closely with retailers and industry groups on the program.

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Contact:
Kelly Synnott
Minister's Office
(416) 326-6439

FOODLAND ONTARIO PROGRAM

Founded in 1977, Foodland Ontario is a consumer branding program of the Ontario Ministry of Agriculture, Food and Rural Affairs. Today, Foodland Ontario works with Ontario produce growers and retailers to encourage the province's grocery shoppers to buy Ontario grown fresh fruits and vegetables. One of the main objectives of the program is to maintain consumer intent to purchase Ontario produce at more than 80 per cent, helping Ontario growers maximize their market share.
Foodland Ontario has five program components: consumer advertising, retail marketing, public relations, client liaison and market research.

• Foodland's current television commercials were first introduced in 1999. They reinforced the advantages of buying fresh, high quality, Ontario-grown produce with a new theme, "Invite Ontario home for dinner." The themes have evolved over the years, and, in 2005, the new theme emphasizes how fresh Ontario fruits and vegetables are, as well as consumer tips on storage and handling.
  
  
• Retail marketing identifies and promotes Ontario foods in 1,200 grocery stores through point-of-purchase material and in-store promotions in partnership with Ontario retailers. Thanks to retailer support, food stores continue to be the main source of awareness of the Foodland Ontario symbol. An annual retailer awards program recognizes the contributions of retailers to the program.
  
  
• Public relations encourages media support for Ontario-grown food products by developing and distributing media releases, newsletters and broadcast appearances. Consumer publications and other promotional activities are also developed to support Ontario food products.
  
  
• In client liaison, Foodland Ontario works closely with commodity groups and associations to share information that helps them develop their own marketing efforts, encourages co-operation and participation in specific promotional activities and promotes their use of the Foodland symbol.
  
  
• Market research is the foundation of the strategic approach. Periodic consumer behavioral studies provide program direction and identify opportunities for advertising and promotional efforts. An advertising tracking study has been conducted annually to measure the success of the program. Results from studies since 2000 show that more than 80 per cent of targeted consumers recognize the Foodland Ontario symbol, more than 80 per cent have a propensity to buy Ontario and more than 80 per cent approve of the Foodland Ontario Program.
  

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Contact:
Andy Rankine
Manager, Foodland Ontario
(519) 826-3934