Farmers' Markets Get Boost From Province

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FARMERS' MARKETS GET BOOST FROM PROVINCE

McGuinty Government Expands Buy Ontario Campaign
To Better Connect Farmers And Shoppers

June 24, 2008

NEWS

The government wants to see more Ontario grown food on the tables of Ontario families. That is why it is providing $4 million over four years to help people buy food directly from Ontario farmers. The funding will help Farmers' Markets Ontario and the Ontario Farm Fresh Marketing Association work with farmers to sell more local food.

This is part of the Budget announcement of $56 million over four years that will be used for buy Ontario and buy local initiatives.

QUOTE

"By helping farmers' markets and other venues that directly connect farmers and consumers, we all win with a greater availability of local food, more focused promotions and more sales," said Minister of Agriculture, Food and Rural Affairs Leona Dombrowsky.

"This support will provide a real boost to direct farm marketing in Ontario. For 35 years Ontario Farm Fresh has been providing Ontario farmers with the tools necessary to be successful selling directly to the consumer - things like research, training and sharing best practices", said Mark Saunders, President of the Ontario Farm Fresh Marketing Association. "This new funding will also expand our ability to train farmers in product lines like meats, grains and fibres."

"The future just got brighter for farmers and farmers' markets in Ontario thanks to the provincial government," said Philip Powell, Chair of Farmers' Markets Ontario. "We're looking forward to expanding the number of markets, vendors and products they sell, improving the quality of research and training we can provide to them, and, ultimately, increasing the production and sales of Ontario products, which benefits all of us."

QUICK FACTS

Research carried out in 2006 showed that the 125 farmers' markets represented by Farmers' Markets Ontario have annual sales of $645 million, and have an economic impact on the province of $1.9 billion.
On-farm marketing provides seasonal employment for 10,000 Ontario residents, of which 4,500 are students, and represents $116 million in annual gross receipts, according to a 2005 study.
85 per cent of people living in the Greenbelt agree strongly that locally grown food supports local farmers; 82 per cent agree that it supports the local economy, and 70 per cent agree that it preserves farmland.

LEARN MORE

Find local pick-your-own farms and markets. Find your nearest farmers' market. Find restaurants that serve Ontario food.

See video and photographs of the event.

Backgrounder

ONTARIO FARMERS' MARKET STRATEGY

June 24, 2008

The McGuinty government is providing farm groups with nearly $4 million over four years to help farmers give shoppers greater access to fresh, local food.

Farmers' Markets Ontario

The organization provides support, training and advice to farmers' markets, including start-ups, promotions and liability insurance.

It will receive up to $750,000 in 2008-09 and $600,000 in each of the next three years to

Expand the "MyMarket" brand with Farmers' Markets Ontario, as well as at farmers' markets that are not part of the organization through producer and market certification. This will help ensure that the products sold at markets are grown or made by local farmers.
Develop information to help farmers who may be new to selling at farmers' markets.
Research what consumers are looking for when they buy Ontario food via direct marketing channels.
Undertake consumer awareness and marketing activities to promote these efforts.

Ontario Farm Fresh Marketing Association

The organization is made up of Ontario farmers with a keen interest in promoting the direct farm sales industry (which includes roadside marketing and pick-your-own operations), encouraging improvements and maintaining integrity in the industry.

It will receive up to $250,000 in 2008-09 and $200,000 in each of the next three years to:

Conduct consumer research and marketing activities.
Increase consumer awareness of, and access to, farm markets.
Expand the number of farmers selling directly to the public.
Expand the number of products on offer at on-farm markets, including meat, cheese, fibre and grain products.

OMAFRA is also committing up to $600,000 to provide business information and market analysis to Ontario farmers who would like more information about direct consumer marketing. This funding will also support the development of marketing tools and best practices for local farmers' markets and 'food trails'.

Backgrounder

RESULTS - PICK ONTARIO FRESHNESS AND FOODLAND ONTARIO

June 24, 2008

The Pick Ontario Freshness strategy was launched on June 21, 2007. Results since then include:

At a 2007 Summer Roadshow, more than 1,300 videos were recorded of visitors singing the "Good Things Grow in Ontario" jingle. Total audience reach: 450,000.
Every bus, streetcar and subway in Ontario displayed transit ads, reaching millions of commuters.
More than 90 per cent of the target market (principal grocery shopper, aged 24-54) reached through the TV. They saw the commercials more than 24 times (to end of November, 2007).
Fifteen commodity groups participated at the Grocery Innovations trade show, distributing more than 1,000 samples and making contact with more than 550 retailers.

Market research on the Foodland Ontario program says:

78 per cent of shoppers recall having seen or heard Foodland Ontario advertising in 2007.

94 per cent recognize the symbol.
84 per cent associate it with fresh Ontario produce.
87 per cent expressed a propensity to buy.
89 per cent believe it is a worthwhile government program.

Radio ad sponsored by Foodland Ontario and the Fresh Vegetable Growers won a 2008 International Gold Award from ACE (Association for Communication Excellence in Agriculture, Natural Resources and Life and Human Sciences).
$12 million in editorial value from newsletter, news releases and recipes.
150 television appearances in 2007 by Foodland Ontario spokespeople.
At retail, Sobey's are on-board with putting the logo on meats and an expanded in-store program.
Loblaw launched a new LOCAL program with Foodland Ontario promotional materials.
Savour Ontario now includes more than 70 fine and vacation dining establishments who are committed to promoting local foods, serving and identifying Ontario food items on menu.