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