marketing of okra, chinese long eggplant and indian eggplant in the gta
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Marketing of Okra, Chinese Long Eggplant
and Indian Eggplant in the GTA
Joel AitkenBSc Agriculture
MSc CDE in Progress
Introduction
• Current Research• Choice of Crops• Market Supply Analysis• Cost of Production Analysis• Path to Market Analysis
• Understanding the Current Products on the Market• Okra • Chinese Long Eggplant• Indian Round Eggplant
• Understanding How to Access Markets• Large Scale: Retail Chains• Mid-Scale: Distributors and Wholesale• Direct Marketing: Food Terminal, Farmers Market etc
• Local Production Advantages and Challenges
Origin USA Ontario Nicaragua
Average Price $20/ Half Bushel $19/ Half Bushel $31/ Half Bushel
Price Range Low $11 High $32 Low $15 High $25 Low $30 High $32
Availability Consistent Inconsistent Consistent
Size Uniform Large Range Very Uniform
Damage Varies week to week Little to None Consistently low
Package Wood Crate Cardboard Plastic Case
Freight Truck Local Truck Air/Truck
Okra
Chinese Long Eggplant
Origin USA Ontario Dominican Republic
Average Price $32/Bushel $28/Bushel $37/Bushel
Price Range Low $30 High $35 Low $15 High $40 Low $28 High $43
Availability Inconsistent Weather Dependant Consistent
Size Uniform large Source Dependant Uniform Medium
Damage Harvest marks common, some chill damage
Few harvest marks, rare chill damage
Harvest marks common, some chill damage
Package Cardboard (Bushel) Cardboard (1/2 Bushel) Cardboard (Bushel)
Freight Truck Local Truck Air/ Truck
Indian Round Eggplant
Origin USA Ontario Dominican Republic
Average Price $35/Bushel $20/Bushel $35/Bushel
Price Range Low $28 High $40 --- Low $28 High $42
Availability Inconsistent Limited Consistent
Colour Lighter Purple Dark Purple Dark Purple or Brown
Damage Limited Rare Moderate Mechanical
Package Cardboard (Bushel) Various Cardboard (Bushel)
Freight Truck Local Truck Air/Truck
General Market Observations
Imports
• Consistently available on the market week to week.• Consistent quality of product• Visible damage and handling
markings on most produce• Consistent packaging and
labeling• Consistent price• Short shelf-life
Local
• In-consistent availability during growing season• Large area of sizes and maturity
of product• Limited damage and marks• Inconsistent packaging and lack
of proper labeling• Competitive price in eggplant• Superior colour and quality in
eggplants
Route to Market AnalysisMultiple Streams to Market
-Large Scale Retail-Medium Scale Distributors-Direct Marketing
Marketing Requirement Scale ComparisonLarge Retail Chains Mid-Scale Distributors Direct to Market
Labelling Requirements Product Name
Grower/Packer Name Grower/Packer Name Grower/Packer Name
Grower/Packer Address Grower/Packer Address Grower/Packer Address
Country of Origin Country of Origin Country of Origin
Net Weight
Barcode
Traceability Required (Formal) Required (Formal) Informal
Food safety Certification Required Preferred Optional
Temperature Controlled Recorded and Guaranteed
Requested / Required Variable
Packaging Requirements Specifications Sheet Flexible Seller Determined
Pricing Negotiated Contract Contract or Commission Seller Determined
Local World Crop Production ConclusionsAdvantages
• Shorter route to Market• Freshness• Shelf Life• Less Transport Cost• Better Nutrition• Lower greenhouse gas emissions
• Benefits local economy• Provides new opportunities for
higher returns• Traceability and Food Safety
Challenges
• Weather• Length of production season• Inconsistent weather
• High cost labour• Hand picked crops• Frequency of harvest
• Low cost of Imports
Thank You
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