marketing local - selling local - jo-ann mcarthur
TRANSCRIPT
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Why “Made” Matters
Jo-Ann McArthur - Nourish
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Who are we?
Canada’s only full service agency specializing in food & beverage from
farm gate to food plate
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Sysomos
Importance of storytelling
● How we connect
● Emotional first, rational second
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The Campfire
In order to succeed, culture needs social behaviour
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He who has the best story wins
Facts tell, but stories sell
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Nothing tastes as good as food served with a
good story
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What is best about you?
good food &
drink table stakes
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It’s all about trust
Who? Where? How?
“Made” Matters!
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“Made” Matters
For Producers/Processors: Made In
Made By
Made How
Provenance=Confidence
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Where is this coming from?
● New generation of consumers
● Distrust of “big food”
● Want to know the product - founder story
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Big is now seen as bad
● Consumer backlash against processed foods, mistrust big brands
● Trend towards simplicity - can I pronounce it, do I have it in my pantry?
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Since 2009
-$18,000,000,000
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“Foodie” Culture
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Hierarchy of Trust
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Raised by a Canadian Farmer
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Exports
Trust Canadian foodsource
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Rise of Culinary Tourism
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Importance of the Founder’s Story
Authenticity
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Branded Potatoes
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The Rise of Farmer’s Markets
● Resurgence since bottoming out in
the ‘70’s
● Why? Big retailers are missing the mark on local
● Also hard to locate in-store, packaging not identifying
● Price not a significant barrier
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“Local”
● Subjective concept
● Can mean nearby, same province or even same country
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Why growing?
● Speaks to consumer’s desire for food with integrity
● Greater transparency & trust
● Seen as tasting better, more nutritious
● Support community
● Equals higher quality in consumer’s mind
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Some retailers “get it”
● Whole Foods doing it right with
● Farm Boy, Longos, independent retailers growing as a result
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Some retailers trying to “get it”
● For retailers “Local is the new
Quality”
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The “Gold Standard”
● 40% of items sold in Quebec grocery stores
● 7 out of 10 shoppers actively looks for ● 88% of retailers participate in. IGA
has special section showcasing
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Role of Local Restaurants
● Also showcase & display Quebec
food
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Introducing Origin G reen
● S ome inspiration
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Nothing tastes as good as food served with a
good story