1. Foodland Ontario:
Marketing Local
Sandra Jones, Client Services Officer
Ontario Ministry of Agriculture and Food
Business Development Branch
December 3rd, 2013

2. Outline
Canada’s Evolving Landscape
Who is the Ontario Principle Grocery Shopper?
Impacts to Foodland Ontario Marketing

3. Canada’s Evolving Demographic Landscape
New Canadians*
*Source: Statistics Canada, image courtesy of Environics Analytics

4. Canada’s Evolving Demographic Landscape
The Aging Population*
*Source: Statistics Canada, image courtesy of Environics Analytics

5. Canada’s Evolving Demographic Landscape
Changing Household*
*Source: Statistics Canada, image courtesy of Environics Analytics

6. Who Is The Ontario Principal Grocery Shopper?
Ontario’s principal grocery shopper
• Person who self identifies themselves
as having either the primary or
shared responsibility for food
shopping in their household
• Adults age 24 – 54
• Approximate demographics : 60%
women and 40% men
6

7. A
B
21%
Affluent
Suburban
Loyalist
Moms
Strong
Loyalists
•
• Strong loyalists
who buy local
because they
are motivated
by healthnutrition
• A fairly strong
sense of
loyalty, trust
and pride; local
is good for
economy
• Also actively
avoiding
offshore e.g.
China
• Grew up on
local food
11%
C
24%
Soft
Loyalists
D
18%
Self-Indulgent
Dabblers
E
• Local = fresh =
better
• Have the
money to
afford the best
• Worry about
the safety of
food (import)
• Grew up on local
food
• Fresh food
(particularly meat)
is something they
appreciate
• Make a natural
association of
fresh with local
and Ontario, but
will buy import if it
looks good and is
the right price
• Loyalty is not as
strong an upfront
motivation even
though they tend
to be fairly strong
Ontario food
buyers
• Claim local is
important to
buying
decisions, but do
not buy local
consistently
(‘talk the talk, do
not ‘walk the
walk’)
• Local is in fact a
low priority
• Claim no
convenient place
to buy local
• Cynical about
finding local in
supermarkets
• Motivated to
some extent by
value
• While they ‘like’
local, they have
the view that
‘local fresh’ is a
premium food
product and is
rather expensive
16%
Budget
Conscious
Independents
Pragmatic
Families
Local Food Attitudes/Usage - 2010 Segmentation
• Buying local is
important
because they
are health
conscious and
want their
family to have
the best
F
10%
•
•Weak
attachment to
local
•Buy on price
•Not health
conscious
•Do not have the
income to get
the better things
in life and they
are just not
discriminating
anyway
7

8. Who Is The Ontario Principal Grocery Shopper?
On average, shoppers report:
• Spending $470 a month on food related
groceries
• Making nearly 4 major shopping trips,
close to 5 minor and 3 urgent trips per
month
• Largely shopping at discount grocery and
large chain grocery stores compared to
Independent grocery stores, farmers’
markets or warehouse club stores.
• Preferred grocery store – No Frills
* Source: 2013 Usage and Attitudes Survey
8

9. Who Is The Ontario Principle Grocery Shopper?
Shoppers are reporting:
• Same amount of fresh Ontario food
from Ontario as a year ago (over 60%)
• Vast majority (87%) are eating meals
cooked at home
• Outside of fresh fruit and vegetables,
shoppers are challenged with finding
the Ontario option, eggs being the next
easiest followed by dairy and meat
* Source: 2013 Usage and Attitudes Survey and 2012 Advertising & Tracking Research
9

10. How Are They Sourcing Information
Online website information
50%
Friends and family
39%
Television
33%
Specialty Channels
25%
Newspapers
24%
Magazines
23%
Specialty Magazines
Online communities
18%
14%
* Source: 2013 Usage and Attitudes Survey
1
0

11. What Kind Of On-Line Sources?
Shoppers are reporting:
• 1 out of 2 claim to use Google to locate,
discover or discuss fresh local food
• Over 1 in 10 are using social media to
locate, discover or discuss fresh food –
significantly higher than in 2011.
• Facebook is the dominant source (92%)
followed by YouTube (46%) and Pinterest
(36%) and Twitter (35%)
* Source: 2012 Advertising & Awareness Tracking Study
11

12. Drivers for Buying
Personal Values
-
Freshness
Price
Nutritional value
Appearance
Safety
Taste
Shelf Life
Social Values
-
Benefits to farmers
Benefits to the economy
Benefits to the environment
12

13. What is Local?
People look for food as close to home as possible
In North America
In Canada
In Ontario
In Your Community
13

14. Where Is Their Focus For Buying Local
Much more
Somewhat more
Neutral
Fresh fruits and vegetables
Somewhat less
40%
%
More
Much less
48%
17%
88%
Eggs
30%
48%
15%
5%
78%
Fresh meat (beef, chicken, pork etc.)
29%
48%
16%
5%
2%
77%
8% 3%
72%
11% 3%
67%
Dairy (milk, cheese, yogurt etc.)
26%
Baked goods (such as bread)
22%
Frozen meat (beef, chicken, pork etc.)
11%
Deli meats
11%
Frozen fruits and vegetables
46%
9%
18%
45%
20%
36%
32%
30%
28%
18%
30%
28%
19%
26%
7%
47%
7%
43%
8%
39%
* Source: 2013 Usage and Attitudes Survey
Values 2% and less not shown

15. How Foodland Ontario Drives Demand
Help consumers care about the good things that grow in
Ontario
• Showcase the depth, breadth and variety of local food
• Communicate the size and diversity of the Ontario food industry
• Encourage and empower consumers to ask for Ontario food
when they don’t see it in grocery stores, markets and restaurants
“Build a connection in the minds of consumers between their food
and the Ontario farmers who produce it”
15

16. Consumer Awareness of Local
94%
Of Ontario’s Principal Grocery Shoppers
recognize the Foodland Ontario logo
76%
Unaided - Associate the Foodland Ontario logo
with fresh Ontario food
84%
Support the Foodland Ontario program
Source: 2011 Advertising & Awareness Tracking Study
16

17. What are Ontario Consumers Saying?
82%
3 to 1
87%
Intend to purchase fresh Ontario food
Prefer Ontario food over Canadian or value priced
Of shoppers who have seen our advertising indicate they
will buy Ontario food
17

18. Mass Marketing Strategies – Media
18

19. Foodland Ontario’s Online Presence
Our new website
averages
1700 visitors
per day and
15 million
page views per
year
19

20. Foodland Ontario’s Online Presence
•
•
•
•
Over 137K
Facebook fans
Almost 20K Twitter
followers
Over 700 Pinterest
followers
Over 60 YouTube
videos
20

21. Mass Marketing Strategies – Point of Sale

22. Thank you
22