1. Kingston Frontenac Ethno-cultural Food ProjectPresentation toEastern Ontario Local Food Conference December 3, 2013 WCM ConsultingEastern Ontario Local Food ConferenceDecember 3 20131

2. Presentation contents Background Project introduction and purpose Objectives Partners Some consumer perspectives on local Some commercial food buyer perspectives on local What is a brand Local is a brand Other implications for producers Project methodology What we wanted to know Survey outcomes Next steps Questions Eastern Ontario Local Food ConferenceDecember 3 20132 3. Triviaor is it? In the 1930s The main meal required 2.5 hours of preparation (usually by Mom!) In 2008 The main meal required8 MINUTES of preparation (often by microwave) Eastern Ontario Local Food ConferenceDecember 3 20133 4. Background Changing ethno-cultural trends in Ontario imply demand for food products that are familiar to these ethnic groups Demographic trends and their market potential have been studied in the Greater Toronto Area Similar shifts are occurring in other areas of the province as well, potentially resulting in significant ethno-cultural markets 2011 census data indicates that the ethnic population in Kingston is growing Studies have not yet explored this phenomenon in Eastern Ontario Eastern Ontario Local Food ConferenceDecember 3 20134 5. Objectives Focus on ethno-cultural food specific to identified Newcomer groups Work with the agriculture, agri-food and culinary sectors in the area Develop market channels for products than can be produced and/or processed locally Can food be part of a retention strategy for Newcomers in the area? This a pilot project and, after lessons learned, the methods may be applied in other areas of Ontario Eastern Ontario Local Food ConferenceDecember 3 20135 6. Partners Frontenac Community Futures Development Corporation Kingston Immigration Partnership Kingston Downtown Kingston Business Improvement Area Ontario Ministry of Agriculture and Food/Ministry of Rural Affairs National Farmers Union Frontenac Federation of Agriculture Kingston Economic Development Corporation Eastern Ontario Local Food ConferenceDecember 3 20136 7. Some consumer perspectives on local When asked, most consumers will identify various characteristics of food that cause them to buy Quality More subjective elements, such as taste, smell, texture (or mouth feel) Clear tangibles, such as appearance and packaging Less obvious tangibles, such as food safety and source traceability Availability When I want it, it must be available Price how much I have to pay for what I want These define value, or what I get for what I pay Each element of value is often subjective and very personal When combined into an overall assessment of value then this is even more subjectiveEastern Ontario Local Food ConferenceDecember 3 20137 8. Some consumer perspectives on local Local often carries with it realities and perceptions: Better quality Fresher Safer Traceable to origin Supportive of local farmer livelihoods Supports the local economy Encourage retention of farm land Contributes to food sovereignty Supports local eco-systems if farmed in a sustainable manner Many of these perceptions are fully evident, or can be, while others may be more difficult to demonstrate No matter, as long as the perception of value, overall, is well justified in the minds of the consumer.Eastern Ontario Local Food ConferenceDecember 3 20138 9. Some consumer perspectives on local Reports on trends in local food have consumers showing a preference for local food But the questions used do not always provide a full picture All else being equal might apply to a portion of the respondents Others may be prepared to pay more for local food Some think that it should cost less, due to lower transportation costs But they do not consider the usually smaller-scale of the producer in a local operation This often results in lower efficiencies (higher unit costs) Shopping on a weekend at the local Farmers Market does not necessarily indicate a strong preference for local food The experience is more than simply the purchasing of food The big unknown is whether the general consumer is willing to pay more for local and under what circumstances. This is likely to vary greatly depending upon demographics, ethnocultural background, affluence, attitudes and so on Eastern Ontario Local Food ConferenceDecember 3 20139 10. Some commercial food buyers perspectives on local Buyers of food recognise the demand for local Buyers of local food may place the requirements in the following order of priority Quality, well above all Local Consistent and convenient supply Price With the exception of local, this would apply to most buying habits, regardless of the product, food or otherwise Eastern Ontario Local Food ConferenceDecember 3 201310 11. What is a brand A brand is not a label A label can be created overnight A brand will take years to develop A brand is reputation Earned, over time, through superior performance in ways deemed valuable by the customer Demonstrates high value Superior What you get for what you pay A brand can be destroyed in one day A noticeable failure to perform according to expectations Potentially wide-spread effect Companies guard brands ferociously This may be a problem for smaller local producers Companies may prefer known, larger suppliers, with safeguardsEastern Ontario Local Food ConferenceDecember 3 201311 12. Local is a brand Local is brand that evokes impressions and expectations in the mind of a consumer Whatever the product No matter where it is Local carries with it assumptions of the buyer/consumer regarding their own definition of value Meeting those impressions, expectations and value is crucial A significant failure to meet them can be fatal Eastern Ontario Local Food ConferenceDecember 3 201312 13. Other implications for local producers Food safety is becoming a larger concern Local is the simplest means by which to enforce the standards The characteristics of local are key, not the name itself. Local is a flexible definition, more so with market radius than with producer radius Producers must meet rigorous standards which are enforced Achieving and maintaining the standard of local product Traceability of the end product Convincing chains (large and small) that local is viable Eastern Ontario Local Food ConferenceDecember 3 201313 14. Half Way !Eastern Ontario Local Food ConferenceDecember 3 201314 15. Project methodology Consumer surveys of local food demand in Kingston-Frontenac area Random general population Persons self-identified from four different ethno-cultural backgrounds East Asian South Asian Middle Eastern Latin AmericanEastern Ontario Local Food ConferenceDecember 3 201315 16. What we wanted to know (sample) Desire to purchase ethno-cultural food that is produced, processed and sold locally Dollars spent on ethno-cultural food that is produced inside and outside of the area Ethno-cultural product demand based on market knowledge and consumer trends Demand for specific products based on customer requests/ethnicity What opportunities, if any, exist to make locally produced ethno-cultural food available in-store Changing/increasing demand for emerging and ethno-cultural produce, trees, herbs etc. Identify opportunities for ethno-cultural food based on their understanding of customer demands Challenges encountered in accessing ethno-cultural markets and how they are addressed Opportunities for growth in ethno-cultural food marketsEastern Ontario Local Food ConferenceDecember 3 201316 17. Outcome highlightsEastern Ontario Local Food ConferenceDecember 3 201317 18. Consumer survey respondentsEthnocultural group members 27%General population 73%Eastern Ontario Local Food ConferenceDecember 3 201318 19. Respondent ethno-cultural originsSouth Asian 3% Middle Eastern 38%Latin American 3%East Asian 56%Eastern Ontario Local Food ConferenceDecember 3 201319 20. General information Ethno-cultural groupsGeneral Population2.62.7Amount spent on food-groceries in a week Percentage spent on ethno-cultural food$132$13422%15%Would prefer to buy locally47%58%Would prefer if produced locally32%38%Number of people in household(range 0%-85%)Percentage respondents purchasing 50% (almost ethno-cultural food outside local area? all in Toronto)Eastern Ontario Local Food Conference31% (various places)December 3 201320 21. Price premium potential for locally available product Ethno-cultural GroupsGeneral PopulationPercentage of respondents buying ethnocultural foods80%70%Overall 10-25% appears to be the potential premium on price for locally grown ethno-cultural foods.60%50%This is more focused in the ethnocultural respondent groups40%30%20%10%0%0-10%10-25%25-50%50-75%75-100%Percentage premium potential over regular pricesEastern Ontario Local Food ConferenceDecember 3 201321 22. Importance of purchasing characteristics Ethno-cultural GroupsGeneral PopulationFreshnessEthno-cultural groups hold freshness, price, and authenticity as important aspects.PriceCharacteristicAuthenticity of product or production Availability by location Labelling information Availability by seasonThe general population counts many characteristics as equally important.Grown regionally or locally Preservation or processing method Labelling language Grown in Ontario 0.00.51.01.52.02.53.03.54.04.55.0Score out of 5 Eastern Ontario Local Food ConferenceDecember 3 201322 23. Importance of purchasing characteristics Ethno-cultural GroupsGeneral PopulationPurchase from local ethnic grocery store Easy to cookCharacteristicAble to purchase from local farmers' marketEthno-cultural groups and the general population prefer to buy ethno-cultural food in from different types of outletPurchase directly from a local farm Method of production Medicinal qualities Grown in country of ethno-cultural origin How to cook, suggestions for use Able to purchase from local supermarket 0.00.51.01.52.02.53.03.54.04.5Score out of 5Eastern Ontario Local Food ConferenceDecember 3 201323 24. Some products identified Chinese buns Canned foods Chinese chive Chinese specialty products Hot pepper paste Konnyaku (yam starch) Plantains Rice Spices Vegetable Fresh fish Meat Pickles Sauces ShiitakeVegetables Winter melon BBQ duck Chinese dates Gobo Burdock roots Oils Yellow croaker (fish) Chinese bread Chinese chestnut Sembei (rice crackers) Yams Natto (fermented soybeans) Silkie (chicken breed) Gyoza (dumpling) skinsEastern Ontario Local Food ConferenceDecember 3 201324 25. Some comments noted It would be great to buy locally; would save trips to Toronto There is a lack of real ethnic food outlets in our local area Would like to see more products originating in various African cultures Would like more Jewish and Middle Eastern foods available locally I buy more for our festival meals Local food is good for the local economy Local supermarkets have a good selection of ethnocultural foods Would buy more if product if produced in country of origin I like to help local farmersEastern Ontario Local Food ConferenceDecember 3 201325 26. Some comments noted There is a demand for ethno-cultural foods Many stores have product from my country of origin but not as fresh as local Ontario food safety regulations means that local food will be safe Less travelled food is a good thing The food will be fresh I would pay more for local food Support the local economy, fresher, less pollution Save the time and money travelling to the larger cities Fresher and cheaper (hopefully) Willing to pay more for better quality foodEastern Ontario Local Food ConferenceDecember 3 201326 27. Next steps Determine what opportunities exist as a result of the data analysis Determine if added knowledge/skills are required locally to develop these opportunities Programs/funds may be able to assist hereEastern Ontario Local Food ConferenceDecember 3 201327 28. and thank you for your time When completed, the formal report will be available on the Frontenac Community Futures Development Corporation web-site: www.frontenaccfdc.com/ Eastern Ontario Local Food ConferenceDecember 3 201328 29. Eastern Ontario Local Food ConferenceDecember 3 201329