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World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
World Crops Panel: Consumer Research and Market Rationale
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World Crops Panel: Consumer Research and Market Rationale

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Speaker: Dr. Alex Grygorczyk …

Speaker: Dr. Alex Grygorczyk
Session: Building Systems for Local Production of World Crops: Opportunities and Challenges

Published in: Business, Technology
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  • 1. World Crops Panel: Consumer Research and Market Rationale Dr. Alex Grygorczyk Alexandra.grygorczyk@vinelandresearch.com
  • 2. Consumer demographics are changing 70 • In the GTA, the visible minority will be the majority by 2017 (55%) 60 2006 50 2017 40 2031 30 • $5 billion retail opportunity 20 10 0 Toronto Canada Source: Statistics Canada
  • 3. Consumer demographics are changing Image from: Nielsen Canada
  • 4. Consumer demographics are changing • Immigration is changing the face of Canada  A new opportunity! • Immigration is estimated to drive >70% of the growth in “fresh produce” retail • People eat what they know
  • 5. What can we grow?
  • 6. Crops tested in Vineland Program • >700 varieties evaluated • Okra, callaloo, yard long bean, long eggplant, round eggplant, bottle gourd, Chinese and Thai hot chilli peppers, Chinese green onions, fuzzy melon, Indian red carrot, daikon radish and others • All are adapted to production in Ontario
  • 7. What should we grow? (Is there a market?) Greatest market opportunity: okra, long eggplant, round eggplant
  • 8. Eggplant Supply and Consumption
  • 9. Estimated returns to the grower: (U.S. Study from the University of Kentucky) Okra Eggplant 1,404 USD/acre 1,636 USD/acre Return is greater than for field cucumber, potato, sweet corn or watermelon We are in the process of assessing the situation in Canada. Data analysis is in progress.
  • 10. Will people buy it? (Do they like it?)
  • 11. Drivers of Purchase (Vineland Fall 2011 Online Survey) Consumers of different ethnic heritage have different preferences Region of Origin: o Home country bias: produce from my home country are more desirable, have higher quality! o True for Afro-Caribbean heritage and to a lesser extent for South Asians o Less applicable to Chinese consumers o “Product of Ontario” resonates positively with all groups o “Product of China” resonates negatively with all groups
  • 12. Visual Preference (Vineland Summer 2012 Study) Locally grown okra, long and round eggplants were liked equally or preferred over imported varieties when compared by visual evaluation
  • 13. Visual Insights Consumers do not pay attention to the variety names of these vegetables • Size • Shape • Colour variation
  • 14. Visual Insights Okra characteristics desired by consumers (according to distributors, breeders, etc.) • • • • • Spineless Soft (not fibrous) Short Dark Green Grooved Need confirmation from consumer study  data analysis in progress
  • 15. Taste Preference • Cooked okra, long and round eggplants with minimal seasoning as well as with traditional spices • Do consumers have a taste preference for local or imported cooked okra/eggplant?
  • 16. Taste Preference Generally no taste preference between local and imported Locally produced okra and eggplant are performing equally as well as imported varieties
  • 17. Summary • Ethnic demographics are driving a great deal of change in the produce business. • BIG opportunity! • Ethnic crops can be grown successfully in Ontario • Largest opportunity is with okra and eggplant • Profitability in Canada still being assessed • Sensory performance is similar to those of imported vegetables • Locally grown have improved freshness
  • 18. Sensory Science Team Consumer Science-Economics Team Postharvest Science Team Production Team
  • 19. Contacts Production Systems: Dr. Michael Brownbridge michael.brownbridge@ vinelandresearch.com 905-562-0320 ext. 798 Business Development: Lana Culley lana.culley@ vinelandresearch.com 905-562-0320 ext. 747 Sensory and Consumer Research: Dr. Amy Bowen amy.bowen@ vinelandresearch.com 905-562-0320 ext. 805 Dr. Alexandra Grygorczyk Alexandra.grygorczyk@ vinelandresearch.com 905-562-0320 ext. 672 www.vinelandresearch.com

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