1. Ontario Consumers’ Motivations for
Buying Local and Organic Produce
Isabelle Lesschaeve Ben Campbell and Amy Bowen, Vineland
Consumer Insights and Product Innovation Steve Onufrey, Onufrey Partners
Howard Moskowitz, Moskowitz Jacobs Inc.
© 2009 Vineland Research and Innovation Centre

2. Organic sector-Background
• Organic produce market is growing
– Retail organic food market (2008)
• in Canada $1.5 billion
• In the USA $22.9 billion
– Expected to grow between 10-20% ; continued to grow
during recession
– 70% organic foods consumed in Canada is imported
– 5% of Canadian organic farms produce certified organic
fruits and vegetables
© 2010 Vineland Research and Innovation Centre Source, OMAFRA (2009)

3. Organic consumers-Background
• Organic consumers (OMAFRA ,2009)
• 2007: 60% consumers bought some organic products
• 5% consumers buy 50% of all organic foods
• Consumers associate primarily fruits and vegetables with
organic (Padel and Foster, 2005)
• Perception and drivers for purchasing organic products
– Health concerns, food scares (Zanoli, 2004)
• Organic: lack of negatives such as chemical residues (Ritson and
Oughton, 2007)
• Organic food is more nutritious and safer (Hamzaoui
Essoussi,2008)
– Taste better, Environment friendly production (Filion and Azari, 2002)
– Lack of trust in certification

4. What is a “local” product?
• Produced in Canada
• Produced in Ontario
• Produced in Niagara
(McFadden, 2010)

5. Purpose of the study
Ontario Consumers’ Motivations for Buying
Local and Organic Produce
1. To determine the importance of local and organic status in
consumer choice for fruits and vegetables;
2. To identify motives and drivers that would increase the
likelihood of choice for these products;
3. To determine the fair price consumers are willing to pay for a
value proposition related to local or organic produce
4. To identify consumer segments with different motivations for
purchasing local or organic fruits and vegetables
© 2010 Vineland Research and Innovation Centre

6. The IdeaMap® technology
Principle: Consumers react to stimuli; Stimuli are created by DoE to vary
systematically features defining new product/service/packaging concepts
Elements: Positive short phrases or images describing an attribute of the product or
service;
“Because you and your family deserve nutritious food!”
Categories: Elements grouped into categories describing factors that may influence
consumer response
“Produce type, Perceived benefits, Availability..”
Measure: Questions that assess the consumers’ level of value and
interest in concept wines;
“How likely are you to CHOOSE this produce?”
“How much would you SPEND for a pound of this produce?”
Exit questionnaire: Demographics/Attitudes

7. Categories and elements
PRODUCTION
PRODUCTS PRODUCT PROPERTIES PRACTICES/ORIGIN AVAILABLE AT… OCCASIONS EMOTIONAL
RESPONSE
So fresh you’d think it was No need to visit many You can easily Make an environmentally
grown right in the store! different vendors to get the incorporate this friendly choice, ensure a
products you love ...available product into your better world tomorrow!
at all major supermarkets for everyday food choices!
your shopping convenience!
Because you and your family Available at farmers markets! Perfect treat to serve Feel better about making
deserve nutritious food! guests …show them a healthy choice!
how much you care!
Available at specialty stores Feel great serving Feel a sense of peace of
You won’t believe how good it near you! these products for mind eating and serving
tastes! holidays or special these products!
occasions!
Good food is good food, Available exclusively at health Perfect to serve to Feel good about investing
regardless of where it’s from stores! your family...show in this product… support
and/or how it’s produced them how much you of the economy!
care!
The great quality is Available everywhere you This product is best Feel like you’re making a
undeniable! shop! when it's in season! difference!
Available at discount To encourage more Encourages equitable
With an appearance so This product was supermarkets for the money people to experience treatment of workers and
attractive you won’t question produced using both conscious shopper this product we’ve producers!
your purchase! local and organic lowered our prices!
methods
© 2010 Vineland Research and Innovation Centre

8. Example of vignette + 2 questions
How likely are you to CHOOSE this product? on a 9 point scale: 1 = Not at all likely ... 9 = Very Likely
How much would you SPEND on this product (per pound)?
on a 5 point scale: 1= $1.50 or less 2 = $1.51 - $3.00 3 = $3.01 - $4.50 4 = $4.51 - $6.00 5 = $6.01+
© 2010 Vineland Research and Innovation Centre

9. About the respondents
Total Panel
N=Frequency %=Percentage Base Size (278)
N %
Q2: What is your gender?
1123 respondents Female 180 65%
took screener Male 98 35%
Q3: Please indicate your age group:
25 - 28 years 47 17%
360 respondents 29 - 34 years 51 18%
qualified 35 - 40 years 54 19%
41 - 45 years 34 12%
46 - 54 years 56 20%
278 respondents
completed IdeaMap
55 - 60 years 36 13%
Q4: Where do you currently reside?
Toronto region 215 77%
Niagara region 63 23%
© 2010 Vineland Research and Innovation Centre

10. Analysis the results
Input 1 Input 2 Input 3
Combination of product On line panel responses On line panel responses
features to the “Choose” question to the “Spend” question
(Experimental Design)
Regression Analysis
Output 1: Algebra of the Mind Output 2: Linking the Mind and the
Wallet
The Interest model retrieves the elements
that lead to acceptance or rejection of the The Monetary model determine the added
product dollar value associated to each element
(premium)
Segmentation Analysis
© 2010 Vineland Research and Innovation Centre

11. Algebra of the Mind– Total panel
Interesta WTPb
Base Size Constant + Elements = Total Interest 278
Constant 57 $1.88
strawberries.jpg 13 $0.37
apples.jpg 10 -$0.03
Foodland Ontario logo 10 $0.09
Garlic.jpg 7 -$0.22
carrots.jpg 7 -$0.30
potatoes.jpg 6 -$0.18
This product was produced using both local and organic methods 6 $0.11
Local Food Plus logo 5 $0.06
Available at farmers markets -5 -$0.01
With an appearance so attractive you won’t question your purchase -5 -$0.10
Available at specialty stores near you -10 -$0.04
Good food is good food, regardless of where it’s from and/or how it’s
produced -10 -$0.07
Available exclusively at health stores -16 -$0.08
© 2010 Vineland Research and Innovation Centre

12. Linking the Mind and the Wallet –
Total panel
Interesta WTPb
Base Size 278
Constant 57 $1.88
strawberries.jpg 13 $0.37
apples.jpg 10 -$0.03
Foodland Ontario logo 10 $0.09
Garlic.jpg 7 -$0.22
carrots.jpg 7 -$0.30
potatoes.jpg 6 -$0.18
This product was produced using both local and organic methods 6 $0.11
Local Food Plus logo 5 $0.06
Available at farmers markets -5 -$0.01
With an appearance so attractive you won’t question your purchase -5 -$0.10
Available at specialty stores near you -10 -$0.04
Good food is good food, regardless of where it’s from and/or how it’s
produced -10 -$0.07
Available exclusively at health stores -16 -$0.08
© 2010 Vineland Research and Innovation Centre

13. Consumer segments
• Three consumer segments identified
– Confident in Ontario produce (47% of total
sample)
– In organics we trust (24.5% of total sample)
– Socially responsible locavores (28.5% of total
sample)
© 2010 Vineland Research and Innovation Centre

14. Winning elements – Confident in Ontario produce
• lower income,
• higher local food knowledge
Base Size 130 130 • higher purchases of
Constant 60 $1.83 produce, less purchases of
strawberries.jpg 26 $0.48 organic produce,
carrots.jpg 20 -$0.09 • not willing to try new foods,
apples.jpg 19 $0.05 but have a strong interest in
Garlic.jpg 17 -$0.16 foods
potatoes.jpg 17 -$0.05 • more likely to shop at
saladgreens.jpg 12 $0.07 warehouse stores while being
Foodland Ontario logo 5 $0.03 less likely to shop at mass
Feel a sense of peace of mind eating $0.13 merchandiser, farmers
and serving these products 5 markets , and other store
types
© 2010 Vineland Research and Innovation Centre

15. Winning elements – In organics we trust
Base Size 68 68
Constant 45 $1.74 • higher income,
Canada organic logo 26 $0.43 • not very knowledgeable
Local food plus logo 25 $0.31 about local produce
This product was produced using both • more likely to shop at farmers
local and organic methods 23 $0.47 market.
Foodland Ontario Logo 22 $0.35 • a respondent was more likely
Verified Organic logo 19 $0.48 to be a member as they
Greenbelt logo 15 $0.17 increasingly agree that food
With an appearance so attractive you purchased matters a lot, while
won’t question your purchase 9 -$0.02 being less likely to be a
apples 9 -$0.07 member when they
To encourage more people to increasingly agree that food is
experience this product we’ve lowered somewhat pleasurable.
our prices 7 -$0.08
So fresh you’d think it was grown right
in the store 5 $0.09
This product is best when it's in season 4 -$0.07
© 2010 Vineland Research and Innovation Centre

16. Winning elements – Socially responsible locavores
Base Size 79 79 • lower educated,
Constant 62 $2.11 • organic purchasing,
Make an environmentally friendly differences in local purchasing
choice, ensure a better world habits,
tomorrow 14 $0.12 • are willing to try both new
Available everywhere you shop 12 -$0.04 recipes and new foods,
Feel better about making a healthy • more likely to shop at a mass
choice 12 $0.06 merchandiser.
This product was produced using
both local and organic methods 11 $0.14
Feel a sense of peace of mind eating
and serving these products 10 $0.06
Foodland Ontario Logo 9 -$0.01
Encourages equitable treatment of
workers and producers 8 $0.07
Local food plus logo 7 $0.07
Feel like you're making a difference 5 $0.06
© 2010 Vineland Research and Innovation Centre

17. Implications
• Results from 2009 survey on Organic consumers’
attitudes are validated, however our findings are
moderated by gender, location and segments
– ‘Social responsible locavores’ are driven by environmental and
ethical matters, as well as a healthy proposition
– Certification is especially important for ‘In organics we trust”
and females respondents
– Price is a driver for the ‘Social responsible locavores’ who
recognize value of organics
• Contrarily to previous survey, ‘Organic + Local ‘ appears
as a powerful message for most groups
– Willingness to pay more
– Impact on the market dynamics remain to be studied
© 2010 Vineland Research and Innovation Centre

18. Value of the IdeaMap® approach for
the horticulture industry
• Get into consumer mindsets:
– Identify tangible and intangible drivers
– Interest ≠ Willingness to pay a premium
• Applications:
– Test a large number of concept elements in a single
experiment and in a systematic manner;
– Use findings to deliver the right messages and imagery to
consumers;
– Discover consumer segments and make an informed
decision on whom to target : customize market strategies
to these groups
© 2010 Vineland Research and Innovation Centre

19. For more information
Campbell, B.L., Lesschaeve, I., Bowen , A.J, Onufrey, S.R., and Moskowitz H.
Purchase Drivers of Local and Organic Produce by Canadian Consumers,
HortScience, in press
Campbell, B.L., Lesschaeve, I., Bowen , A.J, Onufrey, S.R., and Moskowitz H.
Assessing consumers' mindsets for purchasing organic and local produce: importance
of perceived product and emotional benefits. Acta Horticulturae. Submitted
Acknowledgements
Jenna Gilchrist @ Vineland
Ontario Ministry of Agriculture Food and Rural Affairs-
New Directions funding program
Contact
Isabelle.Lesschaeve@vinelandresearch.com

20. © 2009 Vineland Research and Innovation Centre