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Local Groups Create Buzz For Local
Food
July 30, 2008
NEWS
Ontario is kicking its Pick Ontario Freshness strategy
into high gear by partnering with agri-food industry groups and local
food networks.
The province is making a total of $12 million available
over four years through the Ontario Market Investment Fund to help these
groups promote consumer awareness of Ontario-produced foods and to encourage
Ontarians to buy locally. Applications are now available on the ministry's
website.
The program will help develop opportunities through trade
events, marketing campaigns and industry research initiatives that foster
partnerships and collaboration to promote Ontario foods. It is part
of the McGuinty government's investment of $56 million over four years
in buy local initiatives.
Enthusiasm for buying local food remains high, as shown
by Anita Stewart's upcoming World's Longest Barbecue campaign. Under
this campaign, everyone is encouraged to plan menus made from local
products, invite friends and family for a meal on the Civic Holiday
weekend and send their stories to www.flavoursofcanada.ca.
This year, the date for the celebration is August 2, 2008.
QUOTE
"By helping the industry and communities with their efforts,
we all win with more market intelligence, better focused promotions,
greater outreach and more sales of local Ontario foods," said
Minister of Agriculture, Food and Rural Affairs Leona Dombrowsky.
"When we buy Ontario, everyone wins. It is good for our families,
good for the economy and good for the environment."
"I cannot tell you how pleased I am that the Ontario government
has taken up the promotion of local food in such huge fashion,"
said culinary activist and local food promoter Anita Stewart. "I
look forward to reading all the creative, utterly delicious barbecue
menus that will come out of this province. Go Ontario Go!"
QUICK FACTS
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Recent consumer research
says that the single most important consideration for buying food
is freshness, with 73 per cent of shoppers ranking it as number
one.
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Consumer research also says that the Foodland Ontario
symbol is recognized by 94 per cent of Ontario principal grocery
shoppers.
Backgrounder
ONTARIO MARKET INVESTMENT FUND
July 30, 2008
How to apply
Information about the program and an application form
that requires details on the need for the proposed project, its
purpose, objectives, benefits and performance measurements is available
on-line, or by calling
the Agricultural Information Contact Centre at 1-877-424-1300.
Who may apply?
Eligible applicants include, but are not limited to:
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Strategic alliances between individuals, businesses,
producers, processors, community organizations, including not-for-profits,
and/or municipalities
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Agriculture and food industry associations in Ontario,
including food retail and food service industry
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Groups comprised of two or more partner organizations
or businesses, including at least one food producer or processor.
Individuals or individual businesses are not eligible to
apply as sole applicants.
Eligible Projects
The Ontario Market Investment Fund will support innovative
market research, communications and/or marketing projects that encourage
Ontarians to buy locally-produced foods. Examples of eligible projects
include:
- Market research - projects that will improve the understanding of,
and access to, market opportunities for local Ontario foods such as
emerging opportunities in developing ethnic markets or consumer demand
for region-specific food products.
- Development of market opportunities - creating local food networks
linking farmers, food processors, retailers, institutional food service
companies, restaurants, culinary tourism events and consumers that will
encourage Ontarians to buy locally.
- Communication initiatives - projects that build capacity and develop
skills within local food networks, commodity organizations and other
stakeholder groups for the promotion of Ontario foods through marketing
campaigns.
- Consumer or trade events - building business relationships that work
to develop new markets for Ontario foods via industry or consumer focused
promotional activities.
Funding
Projects are cost-shared with the provincial government
investing up to 50 per cent of the project's eligible cost. Grants of
up to $100,000 per approved project are available.
Applicants must complete one project before applying for additional project
grants. Projects may span more than one year.
Eligible expenditures include, but are not limited to:
- Market research designed to increase understanding of consumer and
trade channel demands and sector capabilities
- Advertising and promotional materials
- Obtaining expert services to help develop local food networks
- Project management costs related to the delivery of the project.
More detailed information on the application process can
be found at www.ontario.ca/omif
For more information contact:
Sherry Persaud, Minister's Office, 416-326-6439
Brent Ross, Communications Branch, 416-326-9342
For more information:
Toll Free: 1-877-424-1300
Local: (519) 826-4047
E-mail: ag.info.omafra@ontario.ca
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