Foodland Ontario:
Marketing Local

Sandra Jones, Client Services Officer
Ontario Ministry of Agriculture and Food
Business...
Outline

Canada’s Evolving Landscape
Who is the Ontario Principle Grocery Shopper?
Impacts to Foodland Ontario Marketing
Canada’s Evolving Demographic Landscape

New Canadians*

*Source: Statistics Canada, image courtesy of Environics Analytic...
Canada’s Evolving Demographic Landscape

The Aging Population*

*Source: Statistics Canada, image courtesy of Environics A...
Canada’s Evolving Demographic Landscape

Changing Household*

*Source: Statistics Canada, image courtesy of Environics Ana...
Who Is The Ontario Principal Grocery Shopper?

Ontario’s principal grocery shopper
• Person who self identifies themselves...
A

B

21%

Affluent
Suburban
Loyalist
Moms

Strong
Loyalists
•
• Strong loyalists
who buy local
because they
are motivated...
Who Is The Ontario Principal Grocery Shopper?

On average, shoppers report:
• Spending $470 a month on food related
grocer...
Who Is The Ontario Principle Grocery Shopper?

Shoppers are reporting:
• Same amount of fresh Ontario food
from Ontario as...
How Are They Sourcing Information
Online website information

50%

Friends and family

39%

Television

33%

Specialty Cha...
What Kind Of On-Line Sources?
Shoppers are reporting:
• 1 out of 2 claim to use Google to locate,
discover or discuss fres...
Drivers for Buying
Personal Values
-

Freshness
Price
Nutritional value
Appearance
Safety
Taste
Shelf Life

Social Values
...
What is Local?
People look for food as close to home as possible
In North America
In Canada
In Ontario

In Your Community
...
Where Is Their Focus For Buying Local
Much more

Somewhat more

Neutral

Fresh fruits and vegetables

Somewhat less

40%

...
How Foodland Ontario Drives Demand
Help consumers care about the good things that grow in
Ontario
• Showcase the depth, br...
Consumer Awareness of Local
94%

Of Ontario’s Principal Grocery Shoppers
recognize the Foodland Ontario logo

76%

Unaided...
What are Ontario Consumers Saying?
82%

3 to 1

87%

Intend to purchase fresh Ontario food

Prefer Ontario food over Canad...
Mass Marketing Strategies – Media

18
Foodland Ontario’s Online Presence

Our new website
averages

1700 visitors
per day and

15 million
page views per
year

1...
Foodland Ontario’s Online Presence
•
•
•
•

Over 137K
Facebook fans
Almost 20K Twitter
followers
Over 700 Pinterest
follow...
Mass Marketing Strategies – Point of Sale
Thank you

22
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Eolfc 2013 foodland ontario sandra jones - new & experienced local food marketing approaches

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New and Experienced Local Food Marketng Approaches— Understanding What it means

Something experienced and something new…it takes all kinds. This session heard from three speakers
each coming from slightly different perspectves about the marketing of local food. Sandra Jones with Foodland will talk about the food trends, statistics and provide meaningful
insight and interpretation. This will help to provide context as to what the local food movement means to
those involved in the industry.

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Eolfc 2013 foodland ontario sandra jones - new & experienced local food marketing approaches

  1. 1. Foodland Ontario: Marketing Local Sandra Jones, Client Services Officer Ontario Ministry of Agriculture and Food Business Development Branch December 3rd, 2013
  2. 2. Outline Canada’s Evolving Landscape Who is the Ontario Principle Grocery Shopper? Impacts to Foodland Ontario Marketing
  3. 3. Canada’s Evolving Demographic Landscape New Canadians* *Source: Statistics Canada, image courtesy of Environics Analytics
  4. 4. Canada’s Evolving Demographic Landscape The Aging Population* *Source: Statistics Canada, image courtesy of Environics Analytics
  5. 5. Canada’s Evolving Demographic Landscape Changing Household* *Source: Statistics Canada, image courtesy of Environics Analytics
  6. 6. Who Is The Ontario Principal Grocery Shopper? Ontario’s principal grocery shopper • Person who self identifies themselves as having either the primary or shared responsibility for food shopping in their household • Adults age 24 – 54 • Approximate demographics : 60% women and 40% men 6
  7. 7. A B 21% Affluent Suburban Loyalist Moms Strong Loyalists • • Strong loyalists who buy local because they are motivated by healthnutrition • A fairly strong sense of loyalty, trust and pride; local is good for economy • Also actively avoiding offshore e.g. China • Grew up on local food 11% C 24% Soft Loyalists D 18% Self-Indulgent Dabblers E • Local = fresh = better • Have the money to afford the best • Worry about the safety of food (import) • Grew up on local food • Fresh food (particularly meat) is something they appreciate • Make a natural association of fresh with local and Ontario, but will buy import if it looks good and is the right price • Loyalty is not as strong an upfront motivation even though they tend to be fairly strong Ontario food buyers • Claim local is important to buying decisions, but do not buy local consistently (‘talk the talk, do not ‘walk the walk’) • Local is in fact a low priority • Claim no convenient place to buy local • Cynical about finding local in supermarkets • Motivated to some extent by value • While they ‘like’ local, they have the view that ‘local fresh’ is a premium food product and is rather expensive 16% Budget Conscious Independents Pragmatic Families Local Food Attitudes/Usage - 2010 Segmentation • Buying local is important because they are health conscious and want their family to have the best F 10% • •Weak attachment to local •Buy on price •Not health conscious •Do not have the income to get the better things in life and they are just not discriminating anyway 7
  8. 8. Who Is The Ontario Principal Grocery Shopper? On average, shoppers report: • Spending $470 a month on food related groceries • Making nearly 4 major shopping trips, close to 5 minor and 3 urgent trips per month • Largely shopping at discount grocery and large chain grocery stores compared to Independent grocery stores, farmers’ markets or warehouse club stores. • Preferred grocery store – No Frills * Source: 2013 Usage and Attitudes Survey 8
  9. 9. Who Is The Ontario Principle Grocery Shopper? Shoppers are reporting: • Same amount of fresh Ontario food from Ontario as a year ago (over 60%) • Vast majority (87%) are eating meals cooked at home • Outside of fresh fruit and vegetables, shoppers are challenged with finding the Ontario option, eggs being the next easiest followed by dairy and meat * Source: 2013 Usage and Attitudes Survey and 2012 Advertising & Tracking Research 9
  10. 10. How Are They Sourcing Information Online website information 50% Friends and family 39% Television 33% Specialty Channels 25% Newspapers 24% Magazines 23% Specialty Magazines Online communities 18% 14% * Source: 2013 Usage and Attitudes Survey 1 0
  11. 11. What Kind Of On-Line Sources? Shoppers are reporting: • 1 out of 2 claim to use Google to locate, discover or discuss fresh local food • Over 1 in 10 are using social media to locate, discover or discuss fresh food – significantly higher than in 2011. • Facebook is the dominant source (92%) followed by YouTube (46%) and Pinterest (36%) and Twitter (35%) * Source: 2012 Advertising & Awareness Tracking Study 11
  12. 12. Drivers for Buying Personal Values - Freshness Price Nutritional value Appearance Safety Taste Shelf Life Social Values - Benefits to farmers Benefits to the economy Benefits to the environment 12
  13. 13. What is Local? People look for food as close to home as possible In North America In Canada In Ontario In Your Community 13
  14. 14. Where Is Their Focus For Buying Local Much more Somewhat more Neutral Fresh fruits and vegetables Somewhat less 40% % More Much less 48% 17% 88% Eggs 30% 48% 15% 5% 78% Fresh meat (beef, chicken, pork etc.) 29% 48% 16% 5% 2% 77% 8% 3% 72% 11% 3% 67% Dairy (milk, cheese, yogurt etc.) 26% Baked goods (such as bread) 22% Frozen meat (beef, chicken, pork etc.) 11% Deli meats 11% Frozen fruits and vegetables 46% 9% 18% 45% 20% 36% 32% 30% 28% 18% 30% 28% 19% 26% 7% 47% 7% 43% 8% 39% * Source: 2013 Usage and Attitudes Survey Values 2% and less not shown
  15. 15. How Foodland Ontario Drives Demand Help consumers care about the good things that grow in Ontario • Showcase the depth, breadth and variety of local food • Communicate the size and diversity of the Ontario food industry • Encourage and empower consumers to ask for Ontario food when they don’t see it in grocery stores, markets and restaurants “Build a connection in the minds of consumers between their food and the Ontario farmers who produce it” 15
  16. 16. Consumer Awareness of Local 94% Of Ontario’s Principal Grocery Shoppers recognize the Foodland Ontario logo 76% Unaided - Associate the Foodland Ontario logo with fresh Ontario food 84% Support the Foodland Ontario program Source: 2011 Advertising & Awareness Tracking Study 16
  17. 17. What are Ontario Consumers Saying? 82% 3 to 1 87% Intend to purchase fresh Ontario food Prefer Ontario food over Canadian or value priced Of shoppers who have seen our advertising indicate they will buy Ontario food 17
  18. 18. Mass Marketing Strategies – Media 18
  19. 19. Foodland Ontario’s Online Presence Our new website averages 1700 visitors per day and 15 million page views per year 19
  20. 20. Foodland Ontario’s Online Presence • • • • Over 137K Facebook fans Almost 20K Twitter followers Over 700 Pinterest followers Over 60 YouTube videos 20
  21. 21. Mass Marketing Strategies – Point of Sale
  22. 22. Thank you 22

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