Suppliers, too, like selling local. “More and more sellers want to capitalize on the locally grown message,” comments Coppola. And what’s not to love? “Reduced food miles, which directly translates to longer shelf life, increased quality due to less time, handling, and breaks in the cold chain. And,” he adds, “buying local supports local farmers and communities which, in turn, helps maintain the local economy.”
Despite the clamor for local, one wholesaler believes shoppers still rely on price more than any other factor. “My personal opinion,” comments Julian Sarraino, vice president for marketing and sales at Fresh Taste Produce Limited Canada, “is that most consumers are typically drawn towards locally grown products. However, pricing does play a critical role in determining whether or not the consumer will follow through with a purchase,” he says. “They have to make that decision in-store, with the product in their hands.”
It would seem, then, that better displays and labeling to increase awareness is half the battle. In addition to local promotions, Marshall says her group’s campaign extends to exports as well, as food shipped out of country is adorned with a Canadian flag. Traveling Canadians then “recognize the flag and are educated about our CanadaGAP food safety program, so they see this as a safer product.”
Better Efficiency, More Experts
Ontario has the highest farmer population in Canada, almost 175,000, although due to the number of people in Toronto, this figure only represents 1.4 percent of the total population. Even so, 30 percent of Canada’s growers reside in Ontario, according to Statistics Canada.
