1. Foodland Ontario: Marketing LocalSandra Jones, Client Services Officer Ontario Ministry of Agriculture and Food Business Development Branch December 3rd, 2013

2. OutlineCanadas Evolving Landscape Who is the Ontario Principle Grocery Shopper? Impacts to Foodland Ontario Marketing 3. Canadas Evolving Demographic LandscapeNew Canadians**Source: Statistics Canada, image courtesy of Environics Analytics 4. Canadas Evolving Demographic LandscapeThe Aging Population**Source: Statistics Canada, image courtesy of Environics Analytics 5. Canadas Evolving Demographic LandscapeChanging Household**Source: Statistics Canada, image courtesy of Environics Analytics 6. Who Is The Ontario Principal Grocery Shopper?Ontarios principal grocery shopper Person who self identifies themselves as having either the primary or shared responsibility for food shopping in their household Adults age 24 54 Approximate demographics : 60% women and 40% men6 7. AB21%Affluent Suburban Loyalist MomsStrong Loyalists Strong loyalists who buy local because they are motivated by healthnutrition A fairly strong sense of loyalty, trust and pride; local is good for economy Also actively avoiding offshore e.g. China Grew up on local food11%C24%Soft LoyalistsD18%Self-Indulgent DabblersE Local = fresh = better Have the money to afford the best Worry about the safety of food (import) Grew up on local food Fresh food (particularly meat) is something they appreciate Make a natural association of fresh with local and Ontario, but will buy import if it looks good and is the right price Loyalty is not as strong an upfront motivation even though they tend to be fairly strong Ontario food buyers Claim local is important to buying decisions, but do not buy local consistently (talk the talk, do not walk the walk) Local is in fact a low priority Claim no convenient place to buy local Cynical about finding local in supermarkets Motivated to some extent by value While they like local, they have the view that local fresh is a premium food product and is rather expensive16%Budget Conscious IndependentsPragmatic FamiliesLocal Food Attitudes/Usage - 2010 Segmentation Buying local is important because they are health conscious and want their family to have the bestF10% Weak attachment to local Buy on price Not health conscious Do not have the income to get the better things in life and they are just not discriminating anyway7 8. Who Is The Ontario Principal Grocery Shopper?On average, shoppers report: Spending $470 a month on food related groceries Making nearly 4 major shopping trips, close to 5 minor and 3 urgent trips per month Largely shopping at discount grocery and large chain grocery stores compared to Independent grocery stores, farmers markets or warehouse club stores. Preferred grocery store No Frills* Source: 2013 Usage and Attitudes Survey 8 9. Who Is The Ontario Principle Grocery Shopper?Shoppers are reporting: Same amount of fresh Ontario food from Ontario as a year ago (over 60%) Vast majority (87%) are eating meals cooked at home Outside of fresh fruit and vegetables, shoppers are challenged with finding the Ontario option, eggs being the next easiest followed by dairy and meat* Source: 2013 Usage and Attitudes Survey and 2012 Advertising & Tracking Research 9 10. How Are They Sourcing Information Online website information50%Friends and family39%Television33%Specialty Channels25%Newspapers24%Magazines23%Specialty Magazines Online communities18% 14% * Source: 2013 Usage and Attitudes Survey 1 0 11. What Kind Of On-Line Sources? Shoppers are reporting: 1 out of 2 claim to use Google to locate, discover or discuss fresh local food Over 1 in 10 are using social media to locate, discover or discuss fresh food significantly higher than in 2011. Facebook is the dominant source (92%) followed by YouTube (46%) and Pinterest (36%) and Twitter (35%)* Source: 2012 Advertising & Awareness Tracking Study 11 12. Drivers for Buying Personal Values -Freshness Price Nutritional value Appearance Safety Taste Shelf LifeSocial Values -Benefits to farmers Benefits to the economy Benefits to the environment12 13. What is Local? People look for food as close to home as possible In North America In Canada In OntarioIn Your Community13 14. Where Is Their Focus For Buying Local MuchmoreSomewhatmoreNeutralFresh fruits and vegetablesSomewhatless40%% MoreMuchless 48%17%88%Eggs30%48%15%5%78%Fresh meat (beef, chicken, pork etc.)29%48%16%5% 2%77%8% 3%72%11% 3%67%Dairy (milk, cheese, yogurt etc.)26%Baked goods (such as bread)22%Frozen meat (beef, chicken, pork etc.)11%Deli meats11%Frozen fruits and vegetables46%9%18%45%20%36%32%30%28%18%30%28%19%26%7%47%7%43%8%39%* Source: 2013 Usage and Attitudes Survey Values2%andlessnotshown 15. How Foodland Ontario Drives Demand Help consumers care about the good things that grow in Ontario Showcase the depth, breadth and variety of local food Communicate the size and diversity of the Ontario food industry Encourage and empower consumers to ask for Ontario food when they dont see it in grocery stores, markets and restaurants Build a connection in the minds of consumers between their food and the Ontario farmers who produce it15 16. Consumer Awareness of Local 94%Of Ontarios Principal Grocery Shoppers recognize the Foodland Ontario logo76%Unaided - Associate the Foodland Ontario logo with fresh Ontario food84%Support the Foodland Ontario programSource: 2011 Advertising & Awareness Tracking Study 16 17. What are Ontario Consumers Saying? 82%3 to 187%Intend to purchase fresh Ontario foodPrefer Ontario food over Canadian or value pricedOf shoppers who have seen our advertising indicate they will buy Ontario food17 18. Mass Marketing Strategies Media18 19. Foodland Ontarios Online PresenceOur new website averages1700 visitors per day and15 million page views per year19 20. Foodland Ontarios Online Presence Over 137K Facebook fans Almost 20K Twitter followers Over 700 Pinterest followers Over 60 YouTube videos20 21. Mass Marketing Strategies Point of Sale 22. Thank you22