Brent Warner P Ag.

WhiteLoafRidge

Local Food – How do we deliver the goods ?

…consumer paid $6.01 more

…farmer received $.86 less

2009 Keystone Ag producers in Manitoba. Basket of groceries up 3.2%, farm share down 1.7%

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?

No time…

Opportunity? … major issue affecting consumers…

The combined national economic impact of Farmers’ Markets in Canada is estimated in a range between: $1.5 billion and $ 3.02 billion

Total Farmers’ Market direct sales across Canada in 2009 are estimated to be approximately $1.01 billion

Economic Impact in Canada 2009

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

Calgary Farmers’ Market Vision

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!

Both Calgary and Saskatoon have year round buildings and markets

East

West

this is the future

Public Support

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."

National Farmers' Market Impact Study 2009 Report

13

46%

35%

12%

6%

Farmers' marketpractices are better

than the grocerystore

Grocery storepractices are about

the same as thefarmers' markets

No opinion/I don'tcare/it doesn'tmatter to me

Grocery storepractices are better

than the farmers'markets

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

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

No labels, reused jars, hazardous productsNo labels, reused jars, hazardous products

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

…the consumer trust is fragile !

You must deliver the experience the customer is looking for…

Individual Partnerships, a starting point

Courtenay, BCCourtenay, BC

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.

Bridging the distribution gap

spud.ca buys more, locally, than any other grocery retailer in North America

• Over 50% 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.

• 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 %.

by 2015 -Wal-Mart plans to:

Guess who is coming to the party ?

Big changes are coming to local retailBig changes are coming to local retail

Retail and Farmers’ Markets’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!

… it is about more than just food !

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

Buying local…

not local enough…

The Really Local Harvest Coop

• Partnership between Dieppe, RLHC & ACOA• 120 booths• 5000 -7000 clients on Saturday

(Moncton> 115,000 pop)• Sales > $ 3 million

Elmira Produce Auction Cooperative

• 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.”

Do you “stand-out” ?

You are in a crowded market

The experience has to work all the way through to retail

Experience !

In other words…

The opportunity ?

is in putting …

the farmer’s face back on food

Thank Thank

you!you!