Consumer demographics are changing
• In the GTA, the visible minority will be the majority by 2017 (55%)
• $5 billion retail opportunity
0
10
20
30
40
50
60
70
Toronto Canada
2006
2017
2031
Source: Statistics Canada
Consumer demographics are changing
Image from: Nielsen Canada
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
What can we grow?
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
What should we grow? (Is there a market?)
Greatest market opportunity:
okra, long eggplant, round eggplant
Eggplant Supply and Consumption
Estimated returns to the grower: (U.S. Study from the University of Kentucky)
Okra
1,404 USD/acre
Eggplant
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.
Will people buy it? (Do they like it?)
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
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
Visual Insights
Consumers do not pay attention to the variety names of these vegetables
• Size
• Shape
• Colour variation
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
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?
Taste Preference
Generally no taste preference between local and imported
Locally produced okra and eggplant are performing equally as well as imported varieties
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
Sensory Science Team
Consumer Science-Economics Team
Postharvest Science Team
Production Team
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