Marketing of Okra,
Chinese Long Eggplant and
Indian Eggplant in the GTA
Joel Aitken
BSc Agriculture
MSc CDE in Progress
Introduction
• Current Research
•
•
•
•

Choice of Crops
Market Supply Analysis
Cost of Production Analysis
Path to Market...
Okr
a

Origin

USA

Ontario

Nicaragua

Average Price

$20/ Half Bushel

$19/ Half Bushel

$31/ Half Bushel

Price Range

...
Chinese Long Eggplant

Origin

USA

Ontario

Dominican Republic

Average Price

$32/Bushel

$28/Bushel

$37/Bushel

Price ...
Indian Round Eggplant

Origin

USA

Ontario

Dominican Republic

Average Price

$35/Bushel

$20/Bushel

$35/Bushel

Price ...
General Market Observations
Imports

Local

• Consistently available on the
market week to week.
• Consistent quality of p...
Route to Market Analysis
Multiple Streams to Market
-Large Scale Retail
-Medium Scale Distributors
-Direct Marketing
Marketing Requirement Scale
ComparisonRetail Chains
Large
Mid-Scale Distributors
Labelling Requirements

Direct to Market
...
Local World Crop Production
Conclusions
Advantages

Challenges

• Shorter route to Market

• Weather

•
•
•
•
•

Freshness...
Thank You
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Marketing of Okra, Chinese Long Eggplant and Indian Eggplant in the GTA

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Speaker: Joel Aitken
Session: Building Systems for Local Production of World Crops: Opportunities and Challenges

Published in: Technology, Business
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Marketing of Okra, Chinese Long Eggplant and Indian Eggplant in the GTA

  1. 1. Marketing of Okra, Chinese Long Eggplant and Indian Eggplant in the GTA Joel Aitken BSc Agriculture MSc CDE in Progress
  2. 2. 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
  3. 3. Okr a 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
  4. 4. 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
  5. 5. Indian Round Eggplant Origin USA Ontario Dominican Republic Average Price $35/Bushel $20/Bushel $35/Bushel Price Range Low $28 High $40 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 --- Low $28 High $42
  6. 6. General Market Observations Imports Local • 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 • 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
  7. 7. Route to Market Analysis Multiple Streams to Market -Large Scale Retail -Medium Scale Distributors -Direct Marketing
  8. 8. Marketing Requirement Scale ComparisonRetail Chains Large Mid-Scale Distributors Labelling Requirements Direct to Market 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
  9. 9. Local World Crop Production Conclusions Advantages Challenges • Shorter route to Market • Weather • • • • • 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 • Length of production season • Inconsistent weather • High cost labour • Hand picked crops • Frequency of harvest • Low cost of Imports
  10. 10. Thank You
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