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 News Release

For Immediate Release
June 21, 2007

Good Things Grow in Ontario

Campaign Gives New Life To An Old Favourite, Encourages Consumers To Pick Ontario Freshness

QUEEN'S PARK - Good things grow in Ontario - that's the message Minister of Agriculture, Food and Rural Affairs Leona Dombrowsky wants people to remember the next time they go grocery shopping.

"Ontario's food producers grow, raise and produce high quality food products that are among the best in the world," said Dombrowsky at a celebration showcasing a variety of high-quality Ontario foods on the lawn of Queen's Park. "I encourage all Ontarians, when grocery shopping or dining, to Pick Ontario Freshness."

New television commercials, featuring the return of the "good things grow in Ontario" jingle, start running today on major networks across Ontario. The ads are part of the $12.5 million 'Pick Ontario Freshness' strategy to support local promotions and commodity-specific programs by building interest in all Ontario foods and raising general consumer awareness and demand for Ontario foods in stores and in restaurants. Of the total, $2.5 million has already been distributed to several agri-food industry associations to assist them in promoting the sale of Ontario products.

"The McGuinty government understands that everyone has a role to play," said Dombrowsky. "If we buy Ontario, everyone wins, because we are supporting our farmers, and processors, our rural economy, our environment and ourselves with healthy food from here at home."

"Ontario's fresh food products -- along with our world-famous wines and craft beers -- make the province a mecca for visitors who enjoy fine dining," said Tourism Minister Jim Bradley. "I invite everyone to delight their senses and savour the extraordinary tastes of Ontario this summer."

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Contacts:
Kelly Synnott
Minister's Office
416-326-6439

Brent Ross
Communications Branch
416-326-9342

Backgrounder

'PICK ONTARIO FRESHNESS' MARKETING STRATEGY

  • A $10 million investment in a strategy to raise consumer awareness and promote the consumption of Ontario-grown and processed foods was announced in the 2007 Ontario Budget.
  • $2.5 million has also been provided to nine industry associations, including: $400,000 to Homegrown Ontario, a marketing program developed by Ontario's lamb, veal and pork producers to help identify and promote Ontario red meats and $500,000 to the President's Council, an umbrella group of 27 farm and commodity organizations, to promote Ontario farming and food products to consumers.
  • The provincial government currently runs Foodland Ontario, an ongoing consumer branding and marketing program that promotes Ontario grown fresh fruits and vegetables in partnership with retail locations throughout the province. The program is celebrating its 30th year of operation in 2007.
  • There are also some region-specific branding and marketing efforts of Ontario food (e.g. Savour Muskoka, Harvestin' the County (Prince Edward County).
    The 'Pick Ontario Freshness' strategy consists of:
    • An expansion of the current Foodland Ontario program to include deli, fresh meats, dairy, baked goods, as well as fruits and vegetables, so that all fresh foods at retail are promoted.
    • A foodservice component in fine and vacation dining establishments presented in conjunction with the Ministry of Tourism and the Ontario Tourism Marketing Partnership Corporation. In particular, this element will complement the Culinary Tourism Strategy used by these organizations.
    • The $2.5 million for agri-food industry stakeholders.

Foodland Ontario - 30th anniversary

  • Foodland Ontario continues to be a successful marketing program for Ontario grown fruits and vegetables.
  • Each year, more than 1,200 grocery stores across the province are contacted by staff to promote Ontario fresh produce under the program.
  • Several commodity organizations support the program as well, including the Ontario Asparagus Growers' Marketing Board, Ontario Fruit and Vegetable Growers' Association, Ontario Greenhouse Vegetable Growers' Association, Mushrooms Canada, Ontario Tender Fruit Producers' Marketing Board, Ontario Potato Marketing Board, Ontario Apple Growers, and the Fresh Vegetable Growers of Ontario.
  • The program has three main elements: Retail Merchandising, Brand Advertising and Public Relations and Grower Relations.
  • Foodland advertises on television, radio and billboards at the Ontario Food Terminal.
  • An average of 40 pieces of promotional signage are posted in each of more than 1,200 stores, and 300 farmers' markets across the province.
  • In 2006, 95 per cent of principal grocery shoppers recognized the Foodland Ontario symbol (up from 86 per cent in 2005) and 87 per cent of principal grocery shoppers demonstrated a propensity to purchase Ontario produce (up from 78 per cent in 2005). These achievements represent the strongest results in the 30 year history of the program.

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Contacts:
Kelly Synnott
Minister's Office
416-326-6439

Brent Ross
Communications Branch
416-326-9342

http://www.foodland.gov.on.ca/

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