Research Context 3 - acornorganic.org

Research Context 3 Key Findings 8 A. Produce Opportunities 9 1. Grocery stores with an organic section 2. Health stores 3. Grocery stores with no organic produce section B. Non-Produce Opportunities 36

Conclusions and Recommendations 39

Appendices 43

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•  In 2011 ACORN conducted a study among small to medium size retailers that identified organic import replacement opportunities for New Brunswick

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•  The results of the study enabled New Brunswick organic producers to approach select retailers and offer locally produced products

•  In order to identify similar opportunities for Nova Scotia organic producers, ACORN conducted a similar study in this geography

•  Identify opportunities for locally grown organic products among organic and mixed organic/non-organic small to medium size retailers

–  Replace imported Certified Organic Produce –  Identify retailers’ unmet needs for local Certified Organic Produce –  Identify opportunities for producers to offer locally grown organic products to

retailers that stock locally grown non-organic products

•  Profile small to medium size Nova Scotia produce retailers –  Mission –  Key beliefs about Certified Organic Produce

•  Identify opportunities for strategic partnerships with retailers –  Producer opportunities –  ACORN opportunities

*“Local” refers to Nova Scotia **”Organic” refers to certified organic

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Health Stores (n=4)

6 *2 Produce Managers, 1 Grocery Manager (chain wide) **No fresh product

Grocery Stores with an Organic Produce Section

(n=3)

**

(2 locations*)

Grocery Stores with No Organic Produce Section

(n=2)

Key Features of the Retailer Profile

Mission Beliefs

Opportuni6es for Local Cer6fied Organic Produce

For mul4ple produce items: • Volume of Cer4fied Organic* • Unmet need for organic • Considera4on of local organic if imported organic or not organic

Opportuni6es for Non-‐Produce Local Cer6fied Organic Products Ra4ngs of interest (1-‐7 scale) in other product categories

Opportuni6es to Enhance Partnership with Retailers

Producer Opportuni4es ACORN Opportuni4es

7 *Volumes were estimates; estimation error is unknown

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Halifax

Bedford

Wolfville Halifax

11 *In Season=Season Length=Harvest + Storage **Out-of-Season=Greenhouse/season extension production ***Potential=Import + Unmet Need

Organic Produce Volume (lbs)

Item

In-‐Season* Out-‐of-‐Season**

Season Length Current Poten6al*** % Current Poten6al***

Apples, Gala 12 months 853 9,859 1156% 0 0

Apples, Red Delicious 12 months 1,352 4,004 296% 0 0

Apples, Gold delicious 12 months 2,080 4,160 200% 0 0

Apples, Granny Smith 12 months 0 4,160 na 0 0

Apples, Honey crisp 12 months 7,930 12,870 162% 0 0

Apples, Empire 12 months 1,040 0 0% 0 0

Beans (green/yellow) 3 months 889 165 19% 0 2,668

Beets 12 months 3,827 146 4% 0 0

Blueberries 1.5 months 0 468 na 0 0

Broccoli 3.5 months 675 331 49% 0 0


Item



Cabbage 12 months 2,756 1,508 55% 0 0

Carrots 12 months 4,956 8,245 166% 0 0

Celery 2 months 154 802 522% 0 0

Cucumbers 3 months 884 2,340 265% 0 7,020

Garlic 12 months 513 1,661 324% 0 0

Kale 5 months 4,547 3,196 70% 0 3,278

Lettuce, head 5 months 1,382 509 37% 0 364

Mushrooms 12 months 0 6,656 na 0 0

Onions, Red 8 months 793 139 17% 0 0

Onions, Yellow 8 months 1,347 693 51% 0 0

Pears 2.5 months 43 578 1335% 0 0



Item



Peppers, Sweet 3 months 884 156 18% 0 1,092

Potatoes 12 months 128,960 780 0.6% 0 0

Salad mix 5 months 650 6,642 1023% 0 9,226

Spinach 6 months 52 520 1000% 0 885

Squash, Butternut 12 months 5,668 104 2% 0 0

Squash, Acorn 12 months 416 104 25% 0 0

Squash, Buttercup 12 months 3,796 104 3% 0 0

Squash, Delicata 5 months 173 43 25% 0 0

Sweet potatoes 12 months 6,344 6,053 95% 0 0

Tomatoes 3 months 580 792 137% 0 3,331

Zucchini 3 months 111 239 216% 0 0


•  Volume potentials are not equal across all retailers •  Greatest potential in Pete’s Halifax and Local

Source •  Less in Pete’s Bedford •  Potential of Pete’s Wolfville is unknown;

estimated based on Pete’s Bedford

•  Volume potentials vary across retailers by item

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CAUTIONS:

Pete’s Halifax •  Beans (green and yellow) •  Carrots •  Garlic •  Mushrooms •  Pears •  Sweet Peppers (especially red) •  Salad mix •  Spinach •  Sweet potatoes •  Tomatoes •  Zucchini

Local Source •  Carrots •  Garlic •  Mushrooms •  Red onions •  Yellow onions •  Pears •  Potatoes •  Salad Mix •  Spinach •  Acorn squash •  Buttercup squash •  Butternut squash •  Delicata squash •  Sweet potatoes •  Tomatoes •  ZucchIni

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Pete’s Bedford •  Yukon Gold Potatoes

• Provide “the best” and widest range of produce items • Organic expands the range of products

Mission

• Organics is good business • Organic fills the needs of one subset of “savvy” customers who are willing to pay a premium

• No philosophical commitment to “organic;” appreciate organic as a means of mee6ng customer demand

•  Imports successfully compete with locally grown on price

Key Beliefs about Cer6fied Organic

Produce

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Consistency with the retailers’ mission and beliefs:

•  Annual sales of organic produce: $50,000-$475,000

•  Represent the majority of the volume; base is relatively large

•  Retailers perceive growth potential in organic produce

•  Customer demand is increasing •  In Pete’s Halifax and Bedford

stores, organic produce is outperforming conventional produce

•  Local Source has unmet need for multiple produce items

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Retailer Size Retailer Expectations of Growth

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General Challenge: Reliability

•  Most retailers reported that farmers frequently do not deliver the quantities promised

•  Some reported that produce quality was variable

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Current Drivers

•  No minimum volume, especially out-‐of-‐season

•  Contact: Produce Manager (See Appendix 5)

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Current Retailer Challenges

Product is picked, put on a truck, and driven to

the store

•  Cold chain is not maintained so the spoilage process is accelerated

•  Organic labelling is absent •  Customers ques6on its authen6city •  Cashiers cannot differen6ate

organic from conven6onal •  Pete’s must invest staff 6me to hand-‐label

•  Local organic produce is not branded

•  No value add for retailers or producers

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Ideal Situation

Product is picked, packaged/labelled/branded, and driven to the store in a truck with

refrigera6on

•  Cold chain is maintained so the spoilage process is not accelerated

•  Local produce is packaged and clearly labeled as organic

•  Establishes “authen6city” and precludes confusion with conven6onal

•  Produce is branded to add value

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Current Retailer Challenges

Farmers are producers but not business partners

•  Delivery quan66es are not op6mally 6med •  Too liele is delivered: Retailer

sells out •  Not in sync with the retailer’s

busiest days: Insufficient space for op6mal storage and produce is compromised

•  Pricing can be unrealis6c

•  Produce is not branded •  No value add for the retailer or

the producer

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Ideal Situation

Farmers are producers and business partners

•  Farmer and retailer plan for the season together

•  Deliveries are “just in 6me” to require minimal retailer storage

•  Pricing allows margin for mark-‐up and is indexed to prices at the Farmer’s Market, large grocery store, and Costco

•  Produce is branded to add value

Mission Key Beliefs about Cer6fied Organic

Drivers and Barriers Opportuni6es

•  “Best” quality •  Range of

products •  Local support

•  Organic fills demand for a specific niche

•  No philosophical commitment; organic is “another op6on”

•  Quality •  Cer6ficate •  Packaging •  Branding •  Price

Opportuni6es: •  Replace imports in-‐

season •  Increase local

volume in-‐season •  Out-‐of-‐season

x 24

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Halifax

Halifax Truro


Item



Apples, Gala 12 months 1,872 210 11% 0 0

Apples, Red Delicious 12 months 0 0 na 0 0

Apples, Gold Delicious 12 months 0 0 na 0 0

Apples, Granny Smith 12 months 0 0 na 0 0

Apples, Honey crisp 12 months 4,160 68 2% 0 0

Apples, Empire 12 months 1,300 0 0% 0 0

Beans (green/yellow) 3 months 780 19 2% 0 2,398

Beets 12 months 5,200 40 1% 0 0

Blueberries 1.5 months 260 0 0% 0 0

Broccoli 3.5 months 758 5 1% 0 0


Organic Produce Volume (lbs.)

Item



Cabbage 12 months 3,900 33 1% 0 0

Carrots 12 months 7,800 132 2% 0 0

Celery 2 months 1,299 4 0% 0 0

Cucumbers 3 months 107 0 0% 0 653

Garlic 12 months 1,030 3 0% 0 0

Kale 5 months 1,813 42 2% 0 1,310

Lettuce, head 5 months 1,083 9 1% 0 1,530

Mushrooms 12 months 101 0 0% 0 0

Onions, Red 8 months 1,160 11 1% 0 0

Onions, Yellow 8 months 2,425 11 0% 0 0

Pears 2.5 months 0 0 na 0 0


Organic Produce Volume (lbs.)

Item



Peppers, Sweet 3 months 322 0 0% 0 1,960

Potatoes 12 months 10,400 666 6% 0 0

Salad mix 5 months 271 9 3% 0 392

Spinach 6 months 325 0 0% 0 325

Squash, Butternut 12 months 1,248 56 4% 0 0

Squash, Acorn 12 months 1,248 0 0% 0 0

Squash, Buttercup 12 months 1,248 10 1% 0 0

Squash, Delicata 5 months 520 0 0% 0 0

Sweet potatoes 12 months 811 178 22% 0 0

Tomatoes 3 months 150 5 3% 0 930

Zucchini 3 months 172 0 0% 0 0


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•  Promote “healthy living” •  Philosophically commieed to organic produce as “healthier” than conven6onal produce

•  Other benefits of organic were not spontaneously men6oned •  Produce must be priced so it is accessible to “the average person”

Mission

•  Local Cer6fied Organic produce is a means to health because it is pes6cide free and fresh •  Can be organic without cer6fica6on: Retailers are sympathe6c to organic farmers who cannot afford the process

•  Retailer rela6onship with the producer is cri6cal: A farm visit can subs6tute for cer6fica6on because of trust

•  Liele perceived difference between “no spray” and “organic” •  “Local” is associated with increased freshness and “support for the home team;” considerably less important than organic


Produce

•  Report lack of interest from farmers

•  Frequently buy retail and re-sell •  Substitute no-spray for organic because it is available

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Small retailers (annual produce sales <$10,000/year) have significant unmet need

We’re too small to bother with.

We get everything last-‐-‐-‐or not at all.

I get a delivery once a month-‐-‐-‐when the farmer is in the area.

Larger retailer (annual produce sales ~$3000,000/year) buys almost all in- season produce locally •  Will consider new producers but quite satisfied with current producers

•  Opportunity is almost exclusively out of season

•  Sells “non-certified organic” if convinced that the producer lacks only certification •  In transition •  Retailer trusts that produce is organic (longstanding relationship and farm visits)

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Current Drivers

•  No minimum volume, especially out-‐of-‐season

•  Deliveries are “just in 6me” to require minimal retailer storage (large retailer)

•  No branding/packaging requirements

•  Contact: Produce Manager (See Appendix 5)



•  “Healthy,” affordable products

•  Local support

•  Healthier than conven6onal

•  Can be truly organic without cer6fica6on

•  Farm visit, rela6ons vs. cer6ficate

•  Price

•  In season: Very small retailers

•  Out-‐of-‐season: All retailers

x 32

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Masstown Halifax

•  Provide quality produce at affordable prices •  Customer base is extremely sensi6ve to both

•  Support local products whenever •  “Local” is a value add (retailer can frequently charge a premium)

•  Quality is equal to or superior to and price is equal to or less than imported

Mission

•  Retailers’ customers do not appreciate the value proposi6on of organic •  Customer base considers organic produce “too expensive” and “less visually appealing” than conven6onal

•  Retailer is wai6ng for “pull through” of organics; unwilling to “push” / previous aeempts at “push” were unsuccessful

•  Retailers believe the shelf life of organic produce is shorter so there is greater poten6al for shrinkage


Produce

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•  Quality, affordable products

•  Variable local support

•  Cost too much •  Doesn’t “look as good” •  Shorter shelf life

•  Quality •  Price

Limited opportuni6es: •  Minimal consumer

demand

x 35

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Item Type Average Ra6ng (1-‐7 scale*) (n=9) Key Reasons

Snack foods 6.1 Few available options for chips and dried fruit Frozen foods 6.1 Primarily berries; fills need in off-season; need more Preserves 5.9 Few available options Meat 5.9 Few available options Preserves 5.9 Few available options Flours 5.8 Some interest in more than one option (Speerville**) Juice 5.6

Opportunity for cranberry juice; apple juice and cider available; blueberry juice available but very expensive

Bread 5.5 Concern that ingredients other than flour would not be organic

Dried Beans 5.4 Some interest in more than one option (Speerville*) Dairy Products 4.8 Expected to be prohibitively expensive Prepared Foods 3.4 Prepared in-house Baby Food 3.4 Customers prepare it themselves

*Rating: 1=Not very interested, 7=Very Interested **The definition of “local” as “Nova-Scotia only” was rejected.

Snacks and frozen berries were the most significant opportunities

Frozen Berries •  Multiple uses

•  Opportunity to eat locally grown fruit out-of-season

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Snacks •  Unmet need among a variety of consumer segments

•  Chips and dried fruit mentioned most often

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Conclusions •  There is significant opportunity for locally grown organic produce both to replace imports and to fulfill unmet need both in-‐season and out-‐of-‐season

•  Imports are not necessarily price disadvantaged rela6ve to locally grown produce. Price will remain a key factor in retailers’ decision to replace imported with locally grown organic produce.

Recommenda6ons •  Tradi6onal marke6ng is currently a significant compe66ve advantage and is likely to become a requirement in the future. Producers should prepare to meet retailers’ needs for packaging and branding

•  In order to be compe66ve, local producers must be sensi6ve to price vs. imported organic produce.

•  Increased planning with the retailer, delivery that an6cipates the retailer’s volumes, and increased reliability will enhance the producers’ strategic partnerships with retailers.

•  ACORN should develop training in branding for organic producers

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Conclusions • Health Stores •  The primary opportunity in this segment is out-‐of-‐season •  The in-‐season opportunity for the segment is much smaller because the large retailer‘s in-‐season produce is almost all locally grown organic

•  The in-‐season opportunity is almost exclusively with very small retailers

• Grocery Stores that Have Liele or No Organic Produce •  There is currently minimal opportunity among these retailers because of limited pull-‐through

Recommenda6ons • Health Stores •  For producers who have greenhouse / season extension capability, the large retailer is advantaged as a customer because this retailer demands less tradi6onal marke6ng than the grocery stores

• Grocery Stores that Have Liele or No Organic Produce •  ACORN should consider educa6on about the benefits of Cer6fied Organic that reaches the subset of consumers that is unaware of these benefits •  Current programs may not reach this consumer segment

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Conclusions • General •  There are mul6ple produce items with significant opportunity for growth. Produce items in significant demand across both retail segments include beans, kale, leeuce, peppers, salad mix, spinach, sweet potatoes, and tomatoes

•  There is minimal opportunity to replace PEI and NB organic produce because retailers consider all Mari6me Provinces “local”

•  Segment-‐Specific • Unique opportuni6es among retailers who carry both organic and conven6onal produce include apples (mul6ple varie6es), cabbage, carrots, garlic, mushrooms, pears, and zucchini

Recommenda6on • Producers should contact Produce Managers of each store to confirm opportuni6es by item

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Produce Item

Harvest Start

Harvest End

Season Length* (Months)

Season Extension Mul6plier

Apples, Gala Aug Oct 12 no further extension possible

Apples,Red Delicious Aug Oct 12 no further

extension possible

Apples, Golden delicious Aug Oct 12 no further

extension possible

Apples,Granny Smith Aug Oct 12 no further

extension possible

Apples, Honey crisp Aug Oct 12 no further

extension possible

Apples, Empire Aug Oct 12 no further extension possible

Beans (green/yellow) July Sept 3 3.00

Beets July May 12 no further extension possible

Blueberries Mid-July Aug 1.5 no further extension possible

Broccoli July Mid-Oct 3.5 no further extension possible

Cabbage July May 12 no further extension possible

Carrots July June 12 no further extension possible

Celery July Aug 2 no further extension possible

Cucumbers July Sept 3 3.00

Garlic Aug July 12 no further extension possible

Kale July Nov 5 1.40

Produce Item

Harvest Start

Harvest End

Season Length

(Months)

Season Extension Mul6plier

Lettuce, head June Oct 5 1.40

Mushrooms May Apr 12 no further extension possible

Onions, Red Aug Mar 8 no further extension possible

Onions, Yellow Aug Mar 8 no further extension possible

Pears Aug Mid-Oct 2.5 no further extension possible

Peppers, Sweet July Sept 3 3.00

Potatoes June May 12 no further extension possible

Salad mix June Oct 5 1.40

Spinach May Oct 6 1.00

Squash, Butternut Oct Sept 12 no further extension possible

Squash, Acorn Jan Dec 12 no further extension possible

Squash, Buttercup Oct Sept 12 no further

extension possible

Squash, Delicata Aug Dec 5 no further extension possible

Sweet potatoes Sept Aug 12 no further extension possible

Tomatoes July Sept 3 3.00

Zucchini July Sept 3 no further extension possible

*Season Length=Harvest + Storage

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Item

In-‐Season* Out-‐of-‐Season* Total

Current Poten6al** Current Poten6al** Current Poten6al**

Apples, Gala 2,725 10,070 0 0 2,725 10,070

Apples, Red Delicious 1,352 4,004 0 0 1,352 4,004

Apples, Golden delicious 2,080 4,160 0 0 2,080 4,160

Apples, Granny Smith 0 4,160 0 0 0 4,160

Apples, Honey crisp 12,090 12,938 0 0 12,090 12,938

Apples, Empire 2,340 0 0 0 2,340 0

Beans (green/yellow) 1,669 184 0 5,066 1,669 5,250

Beets 9,027 186 0 0 9,027 186

Blueberries 260 468 0 0 260 468

Broccoli 1,433 336 0 0 1,433 336

47 *In Season: Potential=Harvest + Storage; see Appendix 1 for definition of season for each product **Out-of-Season: Potential=Greenhouse/season extension production


Item



Cabbage 6,656 1,541 0 0 6,656 1,541

Carrots 12,756 8,377 0 0 12,756 8,377

Celery 1,453 806 0 0 1,453 806

Cucumbers 991 2,340 0 7,673 991 10,013

Garlic 1,542 1,664 0 0 1,542 1,664

Kale 6,360 3,237 0 4,588 6,360 7,825

Lettuce, head 2,070 373 0 2,040 2,070 2,413

Mushrooms 101 6,656 0 0 101 6,656

Onions, Red 1,954 150 0 0 1,954 150

Onions, Yellow 3,772 704 0 0 3,772 704

Pears 43 578 0 0 43 578



Item



Peppers, Sweet 1,206 156 0 3,052 1,206 3,208

Potatoes 139,360 1,446 0 0 139,360 1,446

Salad mix 920 6,651 0 9,619 920 16,270

Spinach 377 520 0 1,210 377 1,730

Squash, Butternut 6,916 160 0 0 6,916 160

Squash, Acorn 1,664 104 0 0 1,664 104

Squash, Buttercup 5,044 114 0 0 5,044 114

Squash, Delicata 693 43 0 0 693 43

Sweet potatoes 7,155 6,230 0 0 7,155 6,230

Tomatoes 730 797 0 4,260 730 5,057

Zucchini 282 239 0 0 282 239


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Organic Week Programs •  Organic Week is an opportunity for your

store to enhance your reputation as a contributor to the nation-wide organic food and farming movement. Since 2010, Organic Week has been held the third week of September to celebrate organic food and farming in Canada. Retailers, restaurants, farmers, and community groups across the country organize hundreds of events that promote Canadian Organic products and showcase the businesses that make them available.

•  Some examples of retailer events include: •  Seasonal vegetable cooking demos and

other organic product samplings and/or sales

•  In-store “meet-‘n-greet your farmer” events with your local organic suppliers

•  Draws for baskets of organic goodies •  “Staff picks” of Canadian Organic products

promoted on social media & in store •  ACORN is interested in helping you plan

and promote your Organic Week activities – join the celebration and demonstrate your leadership in organics to your customers!

Consumer Education •  Show yourself as a leader in the community

by partnering with ACORN to provide consumer education opportunities on organics.

•  ACORN Outreach & Marketing Coordinator, Tegan Renner, has five years of experience in organic education and promotion, and has led well-received community information sessions on “What’s Organic About Organic? and Why It All Matters” with New Brunswick retailers.

•  These public talks both provide an overview of current issues and feature plenty of time for Q&A. They can be held on-site at your store or be co-hosted at another venue, and provide many possibilities to promote your organic product offerings and support of local organic farming in Nova Scotia.

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Staff Workshop •  Organics is a growing trend in the food

industry, and customer awareness of their food choices is growing right along with it. Ensure your staff stays on top of the most current issues in organics with a one-hour workshop led by ACORN staff.

•  The workshop will provide your staff with: •  A succinct definition of what organic really

means, ready to deliver to customers •  An overview of the certification process that

makes your organic suppliers unique •  An understanding of the importance of

maintaining organic integrity •  Prepared responses to your customers’

most common FAQs about organics •  The session can be customized to suit your

specific needs: What does your staff need to know about the latest issues in organics?

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Program

Average Ra6ng

(1-‐7 scale)* (n=9)

Average Rank** (n=9) Key Reasons

Organic Week 6.3 1.8

•  “Fun” activities engage customers and increase sales

•  Relatively little retailer effort required •  Educates consumers “indirectly”

Staff Workshop 6.1 1.9

•  Staff knowledge is value adding to the customer; staff turnover can be high

•  Increases staff engagement •  Responses to FAQs is most valuable

Consumer Education 5.9 2.3

•  Valuable if it can be accomplished: “The educated consumer is our best customer.”

•  Turnout to this type of event has been low: “Like herding cats”

*Rating: 1=Not very interested, 7=Very interested **Top rank=1, Second rank=2, Lowest rank=3

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•  Inclusion –  As a large chain, Sobeys was outside the scope of this project; however,

because the individual responsible for outreach to organic producers contacted ACORN, an unstructured, informal interview was conducted

•  Content of Interview –  Sobey’s Focus: Developing a program to “help Canadians eat better, feel better,

do better” •  Organic and local are key components of this program •  “Better food is local” ad campaign

–  Volume of locally grown is increasing –  Volume of organic is flat but opportunities for key items

»  Packaged salad »  Spinach »  Specialty items (greens, novel packaging) »  Asian greens (e.g., bok choy) »  Strawberries

–  Less opportunity for “standard” items

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•  Criteria for acceptance at Sobeys –  Certified organic –  Align with grades –  Meet food safety standards –  Realistic pricing –  Branding: Strongly recommended –  Packaging:

•  Bar codes strongly recommended •  Novel packaging strongly recommended to differentiate vs. other producers

–  Advance planning and reliability –  Farm visit –  Minimum volume unspecified

•  Contact: Steve Read, Buy Local Specialist, Sobeys Atlantic Stores [email protected] 506-471-4004

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Local Source Market Sean Gallagher, Owner 2530 Agricola Street, Halifax [email protected] Store: 902-454-6014 Cell: 902-412-1717

Pete's (Bedford) Raymond Crocker, Produce Manager 1595 Bedford Highway, Sunnyside Mall, Bedford [email protected] 902-835-4997

Pete's (Halifax) Brendan Boudreau, Produce Manager 1515 Dresden Row, Halifax [email protected] 902-425-5700

Pete's (Grocery) Kirsty Saulenwhite, Grocery Manager (all locations) [email protected] 902-835-4997

Healthy Habit Health Store Kim Langille, Owner 805 Prince Street, Truro 902-895-1660

Nature's Cove Jennifer, Manager 364 Bedford Highway, Halifax 902-443-5151

The Grainery Greg Hughes, Market Director 2385 Agricola Street, Halifax 902-446-3301

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•  Definition: Your brand is your promise to your consumer –  Communicates what the consumer can expect from your products and

services –  Differentiates your offering from that of your competitors

•  Logo, packaging, and advertising communicate your brand

•  Consistent, strategic branding leads to a strong brand equity

•  Brand equity provides added value to your products that allows you to charge more for your brand than what identical, unbranded products command

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Research Context 3 - acornorganic.org