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

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