Presentation on theme: "L.M. Zabek, December 3, 2009 Presented at: Agroforestry, Diversification options for communities impacted by the Mountain Pine Beetle, Prince George, BC."— Presentation transcript:
L.M. Zabek, December 3, 2009 Presented at: Agroforestry, Diversification options for communities impacted by the Mountain Pine Beetle, Prince George, BC
Who is your client? Know who you are selling to. Trends Examples that may shape and/or affect your business? E.g. health and wellness; recession
What do people value and what are they willing to pay a premium for? The starting point is the consumer. Dr. D. Hughes – Feb ; Farming & Food in the Future; Meeting the Challenges
GlobalLocal High Tech High Touch New and Improved Traditional Ready-to-EatNatural/Unprocessed Fast Food Slow Food Fuel Food Story Food Just Me Friends/Family Low Price Premium Price Good For You Indulgence All Year Seasonal Large Scale – commodities Craft/Artisan -scale Dr. D. Hughes – Feb 15, 2008 HGSC; Farming & Food in the Future; Meeting the Challenges
Aging population More affluent population Health and wellness Connected – internet Fragmented Demanding and discerning L. Mahnke – Feb 14, 2008 HGSC; AC Nielsen Company
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 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
Time crunched/fragmented lifestyles. Decreased meal preparation time. More snacking and fewer full meals.
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)
Environmental well being ‘Green’ products – products with ethical positioning Ethical manufacturing/production Ethical formulations Environmentally responsible packaging Carbon footprinting Mintel International Group Ltd - Webinar, Feb 12, 2007
“…certified organic, fair trade and shade grown, …” “Canada’s first carbon neutral coffee – “
Products familiar to the consumer. Products unfamiliar to the consumer.
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
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
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
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...
√Local High Touch √Traditional √Natural/Unprocessed Slow Food √ Story Food √Friends/Family √ Premium Price √Indulgence √Seasonal √ Craft/Artisan -scale
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. 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. The Hartman Group – webinar; March 31, 2009
Dave Trotter Agroforestry Specialist, Coast Ministry of Agriculture and Lands 1767 Angus Campbell Road Abbotsford, BC V3G 2M3 Tel: Lisa Zabek Agroforestry Specialist, Interior Ministry of Agriculture and Lands 162 Oriole Rd Kamloops, BC V2C 4N7 PH: