1. L.M. Zabek, December 3, 2009 Presented at: Agroforestry, Diversification options for communities impacted by the Mountain Pine Beetle, Prince George, BC

2. Timberbelts/Windbreaks/Buffers Integrated Riparian Management Alley cropping Silvopasture Forest Farming

3. 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

4.  What do people value and what are they willing to pay a premium for?  The starting point is the consumer. Dr. D. Hughes – Feb 15 2008; Farming & Food in the Future; Meeting the Challenges

5. 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

6.  Aging population  More affluent population  Health and wellness  Connected – internet  Fragmented  Demanding and discerning L. Mahnke – Feb 14, 2008 HGSC; AC Nielsen Company

7. http://www.getlocalbc.org/ www.localfooddirectory.ca/ 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

8.  Time crunched/fragmented lifestyles.  Decreased meal preparation time.  More snacking and fewer full meals.

9.  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)

10.  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

11. “…certified organic, fair trade and shade grown, …” “Canada’s first carbon neutral coffee – “

12.  Products familiar to the consumer.  Products unfamiliar to the consumer.

13.  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

14.  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

15.  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

16.  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...

17. √Local High Touch √Traditional √Natural/Unprocessed Slow Food √ Story Food √Friends/Family √ Premium Price √Indulgence √Seasonal √ Craft/Artisan -scale

18.  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

19.  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

20. Dave Trotter Agroforestry Specialist, Coast Ministry of Agriculture and Lands 1767 Angus Campbell Road Abbotsford, BC V3G 2M3 Tel: 604.556.3148 Email: David.Trotter@gov.bc.ca David.Trotter@gov.bc.ca Lisa Zabek Agroforestry Specialist, Interior Ministry of Agriculture and Lands 162 Oriole Rd Kamloops, BC V2C 4N7 PH: 250-371-6056 Email: Lisa.Zabek@gov.bc.ca Lisa.Zabek@gov.bc.ca