Agroforestry trends for value adding
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Agroforestry Trends for Value Adding. L.M. Zabek, December 3, 2009 Presented at: Agroforestry, Diversification options for communities impacted by the Mountain Pine Beetle, Prince George, BC. Agroforestry Systems. Silvopasture. Integrated Riparian Management. Forest Farming.

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Agroforestry Trends for Value Adding

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Agroforestry Trends for Value Adding

L.M. Zabek, December 3, 2009

Presented at: Agroforestry, Diversification options for communities impacted by the Mountain Pine Beetle, Prince George, BC

Agroforestry Systems



Riparian Management

Forest Farming



Alley cropping


Who is your client?

Know who you are selling to.


Examples that may shape and/or affect your business? E.g. health and wellness; recession

Who is your client?

Dr. D. Hughes – Feb 15 2008; Farming & Food in the Future; Meeting the Challenges

What do people value and what are they willing to pay a premium for?

The starting point is the consumer.

Who is the consumer?

Dr. D. Hughes – Feb 15, 2008 HGSC; Farming & Food in the Future; Meeting the Challenges

Consumer Trends

L. Mahnke – Feb 14, 2008 HGSC; AC Nielsen Company

Aging population

More affluent population

Health and wellness

Connected – internet


Demanding and discerning

Trends - local

  • 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

Trends – convenience & health

  • Time crunched/fragmented lifestyles.

  • Decreased meal preparation time.

  • More snacking and fewer full meals.

Trends – health & wellness

  • 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)

Trends – health & wellenss

Mintel International Group Ltd - Webinar, Feb 12, 2007

  • Environmental well being

    • ‘Green’ products – products with ethical positioning

      • Ethical manufacturing/production

      • Ethical formulations

      • Environmentally responsible packaging

      • Carbon footprinting

“…certified organic, fair trade and shade grown, …”

“Canada’s first carbon neutral coffee – “

Trends – extend utility

Products familiar to the consumer.

Products unfamiliar to the consumer.

Trends – food safety and qualtiy

  • 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

Trends – food safety and quality

  • 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

Trends – logos/branding

  • 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

Economic Downturn

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...

marketing sustainable brands in a downturn economy.

The Hartman Group – webinar; March 31, 2009

  • Speak to consumers using their own words to describe sustainability.

  • Link your product or service to a personal consumer benefit.

  • Understand that sustainability isn’t jus about environmental concerns.

  • Tell consumers the story behind your sustainable product.

  • Connect ‘value’, with quality in the current economic downturn.

Sustainability cont.

The Hartman Group – webinar; March 31, 2009

  • 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.


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]

Lisa Zabek

Agroforestry Specialist, Interior

Ministry of Agriculture and Lands

162 Oriole Rd

Kamloops, BC V2C 4N7

PH: 250-371-6056

Email: [email protected]

Thank you.

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