survey results summary help organic alberta grow your … · 2017. 11. 21. · advocate for organic...

Prepared by Drive Solutions

Help Organic Alberta

grow your business. Thursday, November 9, 2017

SURVEY RESULTS

SUMMARY

Prepared by Drive Solutions Corp.

Date Created: Thursday, July 13, 2017

166 Total Responses

Complete Responses: 132


Q34: How much growth in sales have you had over the past 5 years?

(Cumulative not annual.)

Answered: 136 Skipped: 30

Nearly 50% of respondents have experienced 0-24% growth while only 12% experienced negative

growth in the past 5 years.


Q35: What are your plans for the next 5 years? Select all that apply.


The vast majority of respondents plan to grow their businesses

over the next 5 years.


Q35: What are your plans for the next 5 years? (Other comments.) Answered: 143 Skipped: 23

Category Responses

Same thing

53.57%

Succession planning

14.29%

Increase efficiencies

7.14%

Transition more acres to certified

7.14%

Crop diversity

3.57%

Equipment upgrades

3.57%

Intensify production

3.57%

New product development

3.57%

Revert to conventional

3.57%

Value-adding

3.57%

The majority of those who selected “Other”

stated that they didn’t plan to change

anything.


Q36: Which of the following possible strategic priorities should Organic

Alberta focus on to deliver the greatest impact to the organic industry.


Strategic Priorities

Weighted

Average Develop the local value added and processing sector 8.44

Develop a marketing campaign to increase demand for organic

production in Canada 8.26

Obtain a regulation in Alberta to ensure that everyone using the

word organic is certified, that producers have a level playing

field, and consumers have confidence in the organic logo 7.56

Attract new and young farmers into organics 7.11

Educate school children about organics 6.90

Maintain strong standards nationally, including the integrity of

the system 6.33

Market Alberta based products in export markets 6.32

Help develop the grain value chain 6.05

Facilitate the development of distribution systems 5.89

Help develop the beef value chain 5.68

Help develop the horticultural value chain (including a

wholesale/distribution system) 5.53

Attract conventional growers into organics 5.41

The three priorities for respondents were to develop greater value added and processing

capacity, increase demand for organics

and protect the organic brand.


Q37: Is there anything else that Organic Alberta should focus on that

could greatly impact the organic industry?


The majority of responses centred

around a desire for OA to help with

increasing demand and educating

consumers, which indirectly is

motivated by a desire for market growth as well.

Program Category Occurance Program Category Occurance

Growth in demand

23.68% Help source local seeds

2.63%

Consumer education

21.05% Help source local supply

2.63%

Grower education

10.53% Industry education

2.63%

Increase lobbying efforts

7.89% Maintain the standards

2.63%

Clean up bad brokers

5.26% Product testing

2.63%

Beef feed lot

2.63% Reorganize

2.63%

Fund cert. organic projec

2.63% Support marketing co-ops

2.63%


Q38: How will the following potential challenges impact your business

and the industry over the next 5 years?


Top 5 Challenges

Weighted

Average Cost of land -1.43

Competition from Alberta producers who use the organic label to market their products in Alberta without being certified organic (because there is no provincial regulation prohibiting it) -1.18

Too many retail labels confusing the consumer (i.e. natural, antibiotic free, local, humanely raised, ethical, fair trade, etc.) -1.09

Fluctuating prices -1.02

Competition from foreign growers -1.02

Aligns with the respondents’ top

strategic priorities

rankings in Q36.


Q39: How would you rate your interest in learning more about the

following Business Management Skills?


Interest Ratings

Weighted

Average Marketing 1.29

Pricing your product (for wholesale or retail) 1.10

Market trends and forecasting 1.00

Record keeping (per certification requirements) 0.70

Financial record-keeping/analysis (including cost

of production, contracts, etc.) 0.68

Storage and handling 0.66

Human resource management 0.18

Marketing orientated skills are of the

highest interest for the respondents.


Q40: Do you feel the sale of unregulated organic labeled products has a

detrimental impact on the integrity of the organic certification label?


There is widespread concern amongst the

respondents regarding the sale of unregulated organic

labeled products.


Q52: Do you have any other suggestions for how Organic Alberta could

help support the organic industry over the next 5 years?


Suggestion Category Occurance Suggestion Category Occurance

Consumer Education

14.29% Promote AB processing capacity

3.57%

Regulation lobbying

10.71% Consult organic farmers

1.79%

Producer education

8.93% Don't encourage new growers

1.79%

New or small farm focus

5.36% Facilitate supply pooling

1.79%

Grow market demand

5.36% Help with value adding

1.79%

Advocate for organic interests

3.57% Police growers for labeling compliance

1.79%

Grain marketing

3.57% Develop a youth organic grower program

1.79%

The most common suggestions could be

categorized as consumer education

and regulation lobbying.


Q1: How many years have you been certified organic or serving the

organic sector?


Good representation of both those who are new and those

who are experienced.


Q2: What region of the province are you located?



Q3: What is your age?


82% of respondents were 35+.


Q4: This business is operated by: (Select all that apply.)


The majority of respondents represent a spousal

partnership or a male operated business.


Q5: Do you own or manage any of the following organic businesses?

Select all that apply.


89% of all respondents are Farmers/Ranchers.


Q6: Do you produce grains and/or market garden crops? Select all that

apply.


87% of producers are growing grains


Q7: As a crop producer, how would you rate your interest in learning more about the following topics? (Top 5 noted by all crop producers.) Answered: 136 Skipped: 30

1

2

3

4

5


Q7: As a Grain producer, how would you rate your interest in learning

more about the following topics?


“Crop rotation”, “Green manure

management”, and “Equipment” were of much greater interest to grain growers than to market growers.

Top 10 Interests

Weighted

Average Weed management 1.80

Soil health and fertility 1.77

Crop rotation planning 1.60

Green manure management 1.59

Equipment: field equipment 1.47

Intercropping (cash crops) 1.45

Crop variety selection 1.42

Assessing nutrient availability on the farm (eg soil test, plant

tests, etc) 1.40

Biological control for weed, disease or insect management (eg

predatory insects, herbivorous insects, etc) 1.34

Understanding certification requirements including record

keeping, standards, and regulations 1.32


Q7: As a Fruit/vegetables/herbs producer, how would you rate your

interest in learning more about the following topics?


“Assessing nutrient availability” and

“Biological control” were of much

greater interest to market growers

than grain growers.

Top 10 Interests

Weighted

Average Weed management 1.78

Soil health and fertility 1.76

Assessing nutrient availability on the farm (eg soil test, plant

tests, etc) 1.65

Biological control for weed, disease or insect management (eg

predatory insects, herbivorous insects, etc) 1.61

Green manure management 1.53

Amendments and inputs (eg compost teas, humic acid, etc) 1.53

Crop rotation planning 1.44

Intercropping (cash crops) 1.35

Insect management 1.33

Crop variety selection 1.29


Q8: How many total crop & market garden acres do you have in production? (Grain producers only.) Answered: 128 Skipped: 2

The largest percentage of grain growers have 100-

499 acres.


Q8: How many total crop & market garden acres do you have in production? (Fruit, vegetables and/or herbs producers only.) Answered: 18 Skipped: 0

Just like the grain producers, the

largest percentage of market garden

growers had 100-499 acres.


Q9: Are you a livestock producer?


31% of producers had livestock.


Q10: As a livestock producer, please rate your level of agreement with the following statements? (scale is -2 to 2) Answered: 43 Skipped: 123

Livestock producers were relatively neutral regarding the need for

more abattoirs, however, those who wanted more were more emphatic with

their responses.


Q11: How do you acquire your organic feed? Select all that apply.


Although the vast majority of livestock producers, grow their

own organic feed, 30% need to purchase all or some of their

organic feed.


Q12: Do you produce cattle? Select all that apply.


86% of the livestock producers responding to the

survey produce beef cattle.


Q13: How many cattle did you have at the beginning of 2017?


On average, the respondents had 187

cattle at the beginning of 2017.


Q14: How many cattle do you market per year (both certified and non-

certified?


The range of responses was between 3 to 1300 cattle. On average, the respondents market 97

cattle per year.


Q15: What percentage of your cattle do you market as certified organic?


26% of respondents stated that they market some of

their herd as certified organic. Those who do,

market 74% of their herd as certified organic.


Q16: If you are marketing as certified organic are you: (Select all that

apply.)


A fairly even distribution of responses were collected for

all ways of selling their organic beef.


Q17: When marketing non-certified organic cattle, how do you market

them? Select all that apply.


86% of respondents market their non-certified organic

cattle as live animals through auction marts.


Q18: When marketing non-certified organic cattle, which of the following

labels do you use? Select all that apply.


When marketing their non-certified organic cattle 46% of respondents market them as Grass Fed/Grass Finished.


Q18: When marketing non-certified organic cattle, which of the following

labels do you use? Select all that apply.


The majority who answered “Other”

noted that they do not apply any labels.


Q19: Do you produce poultry? Select all that apply.


29% of respondents produce poultry.


Q20: How many broilers do you market per year (both certified and non-

certified)?


The majority (67%) of broiler producers are

small, marketing 1-99 broilers each year.


Q20: How many broilers do you market per year (both certified and non-

certified)?


2 of the 6 respondents market all of their broilers as certified while the other 4 do not market any as

certified.


Q22: Are you raising broiler chickens primarily outdoors (eg: pasture

poultry)?


83% of respondents raise their broilers primarily outdoors.


Q23: What other livestock do you produce? Select all that apply.


22% of livestock producers also raise

hogs, while 15% raise Sheep or Goats.


Q23: What other livestock do you produce? Select all that apply.


21 of the 26 respondents who answered “Other” specified none as their answer. Of

the 5 who specified, 2 responded with Cattle, 2 with Hogs for personal

consumption and 1 with Muscovy Ducks.


Q24: How many hogs did you have at the beginning of 2017?


On average, the respondents had 22.22 hogs at the beginning of

2017.


Q25: How many hogs do you market per year (both certified and non-

certified)?


On average, the respondents market 28.11

hogs each year.


Q26: What percentage of your hogs do you market as certified organic?


None of the respondents market their hogs as

certified.


Q27: If you are marketing certified organic, how do you sell your

products? Select all that apply.


None of the respondents market their hogs as

certified.


Q28: Are you raising your hogs primarily outdoors (eg: pasture pork)?


100% of the respondents raise their hogs primarily

outdoors.


Q29: How many acres do you have in forage production? Please include

pasture, grazing and hay.


61% of the producers who responded grow forages.


Q29: How many acres do you have in forage production? Please include pasture, grazing and hay. (Forage producers only.) Answered: 70 Skipped: 0

The majority (61%) of the producers who grow

forages, have between 20-499 acres.


Q30: As a forage producer, how would you rate your interest in learning

more about the following topics?


Learning Interest (highest to lowest) Weighted Average Soil health 1.40

Weed management 1.36

Assessing nutrient availability on the farm (ex. Soil test, plant tests,

etc.) 1.27

Forage variety selection 1.22

Understanding certification requirements including record keeping,

standards, and regulations 1.15

Equipment 1.12

Insect management (both pests and beneficial) 1.04

Disease management 0.97

Amendments and inputs (ex. compost teas, humic acid, etc.) 0.97

Carbon sequestration 0.83

Custom grazing 0.58


Q31: Do you process any food, feed, livestock or seed?


16% of the respondents are processors.


Q32: What type of processing operation do you have? Select all that

apply.


The largest percentage (42%) of

processor respondents have a “consumer ready packaged

products” operation.


Q33: What type of cleaning do you do? Select all that apply.


100% of processor respondents clean

their own seed while 50% clean to end

market specs.


Q41: Do you think the following Organic Alberta programs have value?


Overall, the programs were considered more

valuable than not, however, the indigenous

programs were the lowest rated and

most divisive amongst

respondents. 100

97

106

97

91

102

102

83

68

9

8

4

8

11

7

6

16

26

14

18

12

15

18

13

13

21

27

0 20 40 60 80 100 120

Grain quality, yield and profitability programs (eg. nutrient management programs, agronomy training, fact sheets, …

Transitioning producer programs (eg pivotandgrow.com, POGI, Organic Alberta grain programs, attending …

Local and domestic market programs

International market programs

Seed biodiversity program

Programs that support the next generation of ecological farmers (eg Young Agrarians and farm tours)

Programs that provide farmer to farmer learning (eg apprenticeships/mentorships, field days, farm clubs)

Programs that focus on women and agriculture

Working with indigenous communities

Have No Opinion Don't See Value See Value


Q41: Do you think the following Organic Alberta programs have value?


Respondents were unfamiliar with the

majority of OA programs.

Programs

Net

Familiarity*

Programs that provide farmer to farmer learning (eg

apprenticeships/mentorships, field days, farm clubs) 34

Transitioning producer programs (eg pivotandgrow.com, POGI, Organic

Alberta grain programs, attending traditional tradeshows, etc.) 7

Programs that support the next generation of ecological farmers (eg Young

Agrarians and farm tours) 1

Grain quality, yield and profitability programs (eg. nutrient management

programs, agronomy training, fact sheets, videos, pivotandgrow.com, 1-

800 Talk to an Organic Expert) -3

Programs that focus on women and agriculture -17

Local and domestic market programs -42

Seed biodiversity program -42

International market programs -47

Working with indigenous communities -50

*Number of respondents who are familiar with the program less respondents who are not familiar.

Respondents were most familiar with farmer to farmer learning programs and least familiar

with the indigenous and international market programs.


Q42: What additional programs would you find useful?


Most respondents did not note any

additional programs, but

those who did were most interested in agronomy related

programs.

Program Category Responses Program Category Responses

None

32.14% Organic pedigreed seed

3.57%

Crop tours

7.14% Organic regulations

3.57%

Soils

7.14% Peer group meetings

3.57%

Weed control

7.14% Risk management

3.57%

Aboriginal collaboration

3.57% Rudolf Steiner sciences

3.57%

Bio-bynamics

3.57% Small crop handling

3.57%

Extension courses at Olds

3.57% Stewardship programs

3.57%

Marketing

3.57% Transitioning to organic

3.57%

Natural farming

3.57% Value adding

3.57%

Online learning

3.57%


Q43: Thinking back to when you first entered the organic industry, what

do you wish you knew then that you know now?


Agronomic knowledge and marketing were

the most commonly noted

topics respondents wished they had

known more about when they started.

Desired Knowledge Responses Desired Knowledge Responses

Agronomic knowledge

32.79% Equipment to buy

1.64%

Marketing

11.48% Harvesting

1.64%

Organic requirements/regulations

6.56% How to start

1.64%

Record keeping

6.56% Importance of networking

1.64%

Ecological practices

4.92% Importance of observation

1.64%

Nothing

4.92% Lack of public knowledge

1.64%

Difficulty/amount of work

3.28% Market volatility

1.64%

Customer relationships

3.28% Organics not a fad

1.64%

Everything

3.28% The capital required

1.64%

Future land prices

3.28% Value of peer learning

1.64%

Value adding

3.28% What works locally

1.64%

Value chain partners

3.28%


Q44: What is your preferred learning style? Select all that apply.


Respondents prefer in-field, hands on

learning.


Q45: What is your primary source (other than Organic Alberta) that you

rely on for information to help you with your organic operation?


Respondents rely mostly on their peers, organic

certifier and the internet for information.

Source of Information Responses Source of Information Responses

Peers

37.76% Trial and error

5.10%

Organic certifier

20.41% Value chain partners

5.10%

Internet

19.39% Books

4.08%

Industry publications

13.27% Research associations

3.06%

Industry associations

9.18% Conferences

2.04%

Government

5.10%


Q46: Which of the following Organic Alberta events have you attended

over the past 2 years? Select all that apply.


39% of respondents did not attend any of the listed OA events


Q46: Which of the following Organic Alberta events have you attended over the past 2 years? (Reasons why.) Answered: 132 Skipped: 34

Reasons Responses Reasons Responses

Too busy

50.00% Poor health

5.77%

Info not relevant

11.54% Attendees not organic enough

1.92%

Travel distance

11.54% Coworkers attend

1.92%

Not interested

7.69% From out of province

1.92%

Did not know about them

5.77% Too costly

1.92%

The majority of respondents who didn’t attend OA events stated that they were too busy.


Q47: How would you rate the communication you receive from Organic

Alberta? (range = -2 to 2)


The website is valuable.

It is easy to find what I’m looking for on the website.

The quarterly magazine is valuable.

The E-Update monthly emails are valuable.

The information is relevant to my region.

The information is relevant to my operation.

Communication is rated relatively

highly by respondents, with the website leading all other means.


Q48: How often do you visit the OA website?


A large percentage (29%) of respondents

have never visited the OA website. Of those who do, only 23% visit monthly.


Q49: How could the Organic Alberta magazine be improved? Select all

that apply.


24% of respondents were not aware that

there is an OA magazine.

38% felt no changes are needed to the

magazine, however, for those who did suggest a change, the most common

response was to have more practical

content included.


Q49: How could the Organic Alberta magazine be improved? Select all that apply. (Other suggestions.) Answered: 123 Skipped: 43

Respondents Other suggestions? (please specify) 1 Often too busy to read. The summaries with a link to in-depth work well.

2 Farm Business stories from local farm business

3 Time limitations the past two years and needing to focus on on farm duties means I cannot

fairly answer this.

4 Don't take time

5 It's perfect

6 Information on Alberta first, but it would also be interesting to learn about the rest of Canada

and the world as well

7 have not read enough to have an opinion

8 I do not get a chance to read it - I get very busy.

9 I don't read it

10 Haven't read it enough to comment

11 I find it good, just don't have time to read all of them.

12 Read the Rodale online mag. It givs lots for everyone.

13 geared toward new readers with indepth studies to more forward learing

14 I find too much advertising now. I understand the costs behind the publication, but find that

much ads irritating.


Q50: How could we improve the E-Update monthly emails we send?


I don’t have email.

They should come more often, maybe every 2 weeks.

Make them shorter, I don’t have time to read all that.

I like it the way it is, don't change a thing.

Wait, Organic Alberta sends out monthly email updates?

Other suggestions? (please specify)

48% felt no changes are needed to the E-

Update emails.

17% of respondents do not have email.


Q50: How could we improve the E-Update monthly emails we send? (Other suggestions.) Answered: 124 Skipped: 42

Respondents Other suggestions? (please specify) 1 Keep them simple and relevant, with links to more comprehensive subjects.

2 don't have internet

3 We do not want e-mail

4 it find

5 Im new to the emails and information its been good so far

6 Target them more speifically to the member. ie farming related notices to farmers, and

production to producers. Most seem to be about farming so I ignore them.

7 To find out more ... include links.

8 Junky

9 Not germane to me

10 Don't know

11 no ndp gov

12 see above

13 send out to those who don't have email via surface runner

14 Shorter weekly would be good. Or like COG did recently, a highlight of popular Facebook

posts (based on likes, shares). I thought that was brilliant.

15 I am glad to know you are there to help and answer some of our questions and help us

solve some of our problems

16 Recent Alberta Organic prices chart

17 Not sure I'm on the email list for this


Q51: What is your preferred method of receiving communication from

Organic Alberta?


The majority of respondents (58%)

prefer email, followed by mail at

33%.

4 of the 7 “Other” responses were for

both Email and Mail.

survey results summary help organic alberta grow your … · 2017. 11. 21. · advocate for organic...

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