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Brent Warner P Ag. WhiteLoafRidge

Local Food – How do we deliver the goods ?. Brent Warner P Ag. WhiteLoafRidge. 2009 Keystone Ag producers in Manitoba. Basket of groceries up 3.2% , farm share down 1.7%. …consumer paid $6.01 more. …farmer received $.86 less. We have to put the farmer’s face back on food..because…

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Brent Warner P Ag. WhiteLoafRidge

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  1. Local Food – How do we deliver the goods ? Brent Warner P Ag. WhiteLoafRidge

  2. 2009 Keystone Ag producers in Manitoba. Basket of groceries up 3.2%, farm share down 1.7% …consumer paid $6.01 more …farmer received $.86 less

  3. We have to put the farmer’s face back on food..because… If we don't differentiate ourselves, we'll die. Hmmmm, what to do?

  4. Opportunity? … major issue affecting consumers… No time…

  5. Economic Impact in Canada 2009 • Total Farmers’ Market direct sales across Canada in 2009 are estimated to be approximately $1.01 billion The combined national economic impact of Farmers’ Markets in Canada is estimated in a range between: $1.5 billion and $ 3.02 billion

  6. Calgary Farmers’ Market Vision Develop a system of farmers’ markets so that by 2020, 30% of the fresh food sold comes from farms within 200 km of the city

  7. Igniting a Prosperous Economy • Support 85 farms and small businesses including 25 direct producers • Currently employ 250 people at the Market, an additional 200 on the farms Conservatively generate $32,000,000 in sales • Making it the largest food retailer in Calgary!

  8. Both Calgary and Saskatoon have year round buildings and markets

  9. Public Support East this is the future West

  10. Loblaw Cos. Ltd., which owns Atlantic Superstores announced that it was "bringing the farmers market to Canadian neighbourhood grocery stores–all in one convenient location with bushels of variety." The retailer went on to add in the news release that a "farmers market doesn't always fit with the realities of Canadians' hectic lifestyles."

  11. Food Safety Perception What is your perception of farmers’ market food safety in relation to grocery store practices? Most customers believe that have better/the same food safety practices than markets grocery stores National Farmers' Market Impact Study 2009 Report

  12. Reality… in a farmers’ market in Canada 2008

  13. No labels, reused jars, hazardous products

  14. False Claims, Lies Caught on Tape at Farmers Markets NBC News Los Angeles

  15. …the consumer trust is fragile !

  16. You must deliver the experience the customer is looking for…

  17. Individual Partnerships, a starting point

  18. Courtenay, BC

  19. Bridging the distribution gap Red Tomato markets fruits and vegetables, fresh and in season, from family farms in the Northeastern U.S.: New England, Pennsylvania, New York, and New Jersey.

  20. spud.ca buys more, locally, than any other grocery retailer in North America • Over50%of our products are sourced locally. This compares with 15% to 20% locally sourced items in an average grocery store or natural foods store. • Our average product travels less than 800 kilometers, which is one third the average food product travel distance of 2500 kilometers.

  21. by 2015 - Wal-Mart plans to: • in the US - to double the percentage of locally grown produce it sells to 9 %. Wal-Mart defines local produce as that grown and sold in the same state. • in Canada, to buy 30 % of its produce locally by the end of 2013, and, when local produce is available, increase that to 100 %. Guess who is coming to the party ?

  22. Big changes are coming to local retail

  23. Retail and Farmers’ Markets’ On November 1st, the store introduced the Sand Lake Farmers Market, Orlando Saturday from 9am to 2pm in the parking lot Products: local farm grown produce, handmade soaps, artwork, live plants, clothing and jewellery, homemade natural foods, and much more Partners!

  24. … it is about more than just food !

  25. Buying local… … the Loblaw corporation announced $189 million in profit for the third quarter of 2009.

  26. not local enough…

  27. The Really Local Harvest Coop • Partnership between Dieppe, RLHC & ACOA • 120 booths • 5000 -7000 clients on Saturday • (Moncton> 115,000 pop) • Sales > $ 3 million

  28. auction has about 100 members and serves as one-stop shopping for larger retail buyers in the region • all the produce has to come from within a 120-kilometre radius • since opening in 2004, sales have increased 600% • co-op offers its members standard boxes with the auction’s logo, and does grower education sessions on harvesting, washing and packing techniques early each season. • farmers in the region are growing 10 times more produce than they were five years ago • members pay 10% of sales to cover overhead • local Foodland (Sobeys) “I have seen more demand for local,” Pagett (manager)says. “Big time. And this is all good quality, consistently good quality produce.” Elmira Produce Auction Cooperative

  29. You are in a crowded market Do you “stand-out” ?

  30. The experience has to work all the way through to retail

  31. Experience !

  32. In other words… The opportunity ? is in putting … the farmer’s face back on food Thank you!

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