L.M. Zabek, December 3, 2009 Presented at: Agroforestry,
Diversification options for communities impacted by the Mountain
Pine Beetle, Prince George, BC Slide 2
Timberbelts/Windbreaks/Buffers Integrated Riparian Management Alley
cropping Silvopasture Forest Farming Slide 3 Who is your client?
Know who you are selling to. Trends Examples that may shape and/or
affect your business? E.g. health and wellness; recession Slide 4
What do people value and what are they willing to pay a premium
for? The starting point is the consumer. Dr. D. Hughes Feb 15 2008;
Farming & Food in the Future; Meeting the Challenges Slide 5
GlobalLocal High Tech High Touch New and Improved Traditional
Ready-to-EatNatural/Unprocessed Fast Food Slow Food Fuel Food Story
Food Just Me Friends/Family Low Price Premium Price Good For You
Indulgence All Year Seasonal Large Scale commodities Craft/Artisan
-scale Dr. D. Hughes Feb 15, 2008 HGSC; Farming & Food in the
Future; Meeting the Challenges Slide 6 Aging population More
affluent population Health and wellness Connected internet
Fragmented Demanding and discerning L. Mahnke Feb 14, 2008 HGSC; AC
Nielsen Company Slide 7 http://www.getlocalbc.org/
www.localfooddirectory.ca/ Local & Locale Local geographic e.g.
BC product, 100 mile diet signifies fresh to the consumer Locale
unique quality attributes which express the distinct geography of a
region terroire distinctive tastes attributed to a locale authentic
signifies an artisan-scale producer to the consumer - The Hartman
Group Inc, 2009 Local & Locale Local geographic e.g. BC
product, 100 mile diet signifies fresh to the consumer Locale
unique quality attributes which express the distinct geography of a
region terroire distinctive tastes attributed to a locale authentic
signifies an artisan-scale producer to the consumer - The Hartman
Group Inc, 2009 Slide 8 Time crunched/fragmented lifestyles.
Decreased meal preparation time. More snacking and fewer full
meals. Slide 9 Individual well being Healthier foods Prevention
Cardiovascular health; cancer; anti-aging 70% of Canadians indicate
their intake of fruits and vegetables (AC Nielsen) Over half
indicate fat intake (AC Nielsen) Slide 10 Environmental well being
Green products products with ethical positioning Ethical
manufacturing/production Ethical formulations Environmentally
responsible packaging Carbon footprinting Mintel International
Group Ltd - Webinar, Feb 12, 2007 Slide 11 certified organic, fair
trade and shade grown, Canadas first carbon neutral coffee Slide 12
Products familiar to the consumer. Products unfamiliar to the
consumer. Slide 13 Growing consumer awareness of the food system
and potential for incidents. Fear factor (spinach, pet food,
processed meats ) Prevent economic fall out Consumer expects and
assumes the food they purchase is 100% safe. Continued access to
existing markets & potentially new markets.
Reputation/Credibility Slide 14 Food safety and quality e.g. good
agriculture practices Common sense practices to reduce the risk of
contamination from chemical, physical, and microbiological hazards.
Key Areas of Consideration Plant Identification Chemical
Application/Storage current and previous Water Production Site
Harvest Post Harvest Activity Records and Traceability Slide 15
Individual increased awareness of health symbols and logos -
highest levels among younger households (AC Nielsen) top reason why
Canadian households look for a dietary logo or symbol - believe
products are superior choices (AC Nielsen) Environmental Slide 16
Aforementioned trends still exist...but market volumes affected.
Consumers may not be spending as much on comfort items. Value for $
spent a priority. Consumers interested in quality food experiences
but may reduce frequency of dining out, etc... Slide 17 Local High
Touch Traditional Natural/Unprocessed Slow Food Story Food
Friends/Family Premium Price Indulgence Seasonal Craft/Artisan
-scale Slide 18 Speak to consumers using their own words to
describe sustainability. Link your product or service to a personal
consumer benefit. Understand that sustainability isnt jus about
environmental concerns. Tell consumers the story behind your
sustainable product. Connect value, with quality in the current
economic downturn. The Hartman Group webinar; March 31, 2009 Slide
19 More than environmental sustainability Continued increasing
consumer awareness Descriptions: hope; connection; simple living;
authenticity; control; care/nurturing; local; community; healthy.
Company practices embedded in concept: responsibility. E.g. quality
products; safe working conditions; good wages and benefits to
workers; minimize environmental impact... Potential to be
tie-breaker in purchase decisions Direct consumer input Consumers
looking for the storylines behind the practices, people and places
embedded in the product. The Hartman Group webinar; March 31, 2009
Slide 20 Dave Trotter Agroforestry Specialist, Coast Ministry of
Agriculture and Lands 1767 Angus Campbell Road Abbotsford, BC V3G
2M3 Tel: 604.556.3148 Email: [email protected]
[email protected] Lisa Zabek Agroforestry Specialist,
Interior Ministry of Agriculture and Lands 162 Oriole Rd Kamloops,
BC V2C 4N7 PH: 250-371-6056 Email: [email protected]
[email protected] Slide 21
