Jul/Aug/Sep 2015 | Blueprints Supplement — 11www.producebluebook.com

BY AMY BELL

THIS CITY AND MARKET MAKEAN UNBEATABLE TEAM

Toronto (known simply as “T.O.” to locals) remains a critical cornerstoneof Canada’s fresh produce industry. The fourth largest city in NorthAmerica with 2.8 million residents, Toronto is both the business and

financial capital of Ontario, which is already recognized as a North American agri-cultural powerhouse.

Ontario’s growing population is one of the driving forces behind the province’sever-expanding agriculture industry. In 2015, Toronto’s metro population skyrock-eted to more than 6 million according to Statistics Canada. The primary reason for this unprecedented growth was a surge in immigrants from countries around the world.

FEEDING A DIVERSE POPULATIONThe province’s fruit and vegetable growers, importers, and wholesalers continu-

ally serve up an evolving assortment of fruits and vegetables—from conventionalproducts like corn, apples, grapes, peas, and tomatoes to exotic fruits such as man-gos, figs, and rambutan, as well as a growing list of specialty ethnic vegetablesincluding Chinese cabbage, callaloo, yard-long beans, Indian eggplant, and Chinesehot peppers.

Julian Sarraino, vice president of marketing and sales with Fresh Taste ProduceLtd. Canada, an importer and distributor at the Ontario Food Terminal, confirmsan increase in tropical fruit imports in Ontario.

On the vegetable side, Sam Thakker, sales manager with Los Angeles-basedDaaks International, Inc., says okra is exploding in popularity throughout EasternCanada. “Toronto has a growing immigrant population, so we’re seeing a huge

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demand for ethnic produce in the area.Many of these immigrants are bringing theirgrandparents with them, and they still wanttheir native cuisine,” he explains.

To boost produce sales and meet thedemands of Ontario’s growing ethnic population, Thakker says superstores and discounters need to widen theirhorizons and offer okra and other ethnic produce staples. “Consumers from theCaribbean to the Middle East, China,Japan, India, and Thailand—everybody eats okra.”

Ontario’s expanding immigrant popula-tion prompted a Vineland Research andUniversity of Guelph study in 2014. Theproject involves ‘world crop’ trials (formerlycalled ethno-cultural vegetables) includingokra, sweet potatoes, and Asian Long andIndian round eggplant.

“Our goal is to come up with a productthat new Canadians will look at in the store and say, ‘Yes, that looks like something we were consuming back home,’and buy it,” explained Dr. MichaelBrownbridge, research director for Vineland

Research. Brownbridge said they are veryexcited to see what will happen with thetrial crops.

ORGANICS & LOCALLY GROWNIn addition to an increase in ethnic fruits

and vegetables, the Ontario produce indus-try has also seen an uptick in organics.“Organic sales continue to increase,” con-firms Ian MacKenzie, outgoing president ofthe Ontario Produce Marketing Association(his replacement, Virginia Zimm, takes overin January). However, he points out that it’shard to tell whether the trend is due to anincrease in consumer interest for organicproduce or steadily decreasing prices.“Supplies of organics have increased to the point that prices are coming down to be more in line with conventionally grown produce,” he explains.

Ontario Omnificence

Address:165 The Queensway

Toronto, Ontario M8Y 1H8

Phone: 416‐259‐5479

Email: info@oftb.com

Established: 1954

Hours:Monday – Saturday: 4 am to 2 pm

Sunday: 6 am to 11 am

Deliveries accepted 24/7

Size:40 acres (1.74 million square feet)

Cold Storage Space:100,000 square feet of

commercial cold storage

Number of Tenants: 21 warehouse tenants, 40 office tenants and 350

farmers’ market tenants

Wholesale Buyers:More than 5,000 registered

wholesale buyers

Farmers’ Market:8 acres and 550 stalls

Open Saturdays, May through October

Parking:4 acres with space for 575 cars

www.producebluebook.com Jul/Aug/Sep 2015 | Blueprints Supplement — 13

“Forward-thinking retailers have a big interest in organics,” asserts RobertChapman, vice president of sales and market-ing with Pride Pak Canada Ltd. inMississauga, Ontario. “The organic sectionin most supermarkets is increasing in sizeyear over year.”

Consumer demand for locally grown pro-duce has also skyrocketed in Ontario. “Thereis no stopping the interest in locally grownproduce,” MacKenzie says. “Consumers pre-fer to buy local when they can, at reasonableprices, because they feel more comfortable

knowing the produce came from the localgrowing area.”

As Ontario consumers are looking for quick ways to prepare healthy meals, fresh-cut items also continues to grow inpopularity. “At Pride Pak Canada all therage right now is our extensive collection of salads and vegetable mixes that appeal toa wide range of consumers with diversetastes,” points out Chapman. “We cater tothe quick on-the-go shopper and to the at-home gourmet chef with our trendy soup mixes, cut and cleaned rappini, diced

Ian MacKenzie Retires

With the Ontario Produce Marketing

Association since 1994, we asked

MacKenzie to talk about his 20‐year

career:

My experience in the produce industry

has been very rewarding because of the

people I’ve met and the friends I’ve made.

There is always something new you can

learn in this industry—whether it be new

technology being used to grow, store, and

market produce or the innovative ways

fruits and vegetables are merchandised

at retail. It has also been very fulfilling.

I like to think I’m a problem solver, and

it’s always very satisfying when you’re

able to sort through a problem and come

up with a successful ending. Sometimes

you have to be satisfied with a compro‐

mising solution, but as long as you come

up with something to ‘put the issue to

bed,’ you can move on.

Although I definitely have no regrets,

there were some disappointments during

my career: such as not being able to help

conclude work started by the Fresh

Produce Alliance in the areas of

Canada/U.S. grade standardization,

collection of more accurate market

information for the Canadian industry,

and the establishment of PACA‐like trust

provisions here in Canada.

If you had to choose three words to

describe your career, what would they be?

Cooperate, collaborate, and care—in

other words, “cooperate” as much as

you possibly can with your colleagues

and members and urge cooperation up

and down the supply chain to ensure

the viability of all involved. “Collaborate”

rather than duplicate: I’m a big

proponent of collaboration; the industry

is just too big to go it alone. You need

partners. And “care” about the decisions

you make and those you can influence

so the industry can continue to thrive

and sustain itself.

14 — Blueprints Supplement | Jul/Aug/Sep 2015

vegetables as recipe starters, Asian coleslaw,and fajita mixes.”

Chapman says the company has also seenhigher demand for ready-to-eat single serve-fruits. “Consumers want healthier choices,and we foresee a growing trend towardssnack options for both adults and childrenthat are portion-controlled servings of awide variety of fresh-cut fruits.”

THE ONTARIO PRODUCE HUBIn the center of Toronto, the Ontario Food

Terminal (OFT) moves more than a million

tons of produce and horticultural productseach and every year. Nearly half of the fruitsand vegetables sold at the OFT are Ontario-grown—the rest is grown in other provincesor imported from the United States, Mexico,and other countries.

A long-standing supporter of locallygrown produce, the OFT houses bothwholesalers and local farmers. The Terminalalso happens to be the only wholesale freshproduce market in Canada and offers count-less advantages to its wholesalers. “The OFTis unique in that it is strictly wholesale, andbuyers must register to gain entry,” saysBruce Nicholas, general manager, secretary,and treasurer of the OFT. “Because we’re inthe heart of the city, we can serve most ofOntario with produce going as far asNewfoundland from this market.”

Another benefit is the ongoing improve-ments and expansion. Over the past year,the OFT has undergone some major renova-tions, including a $5 million project toenclose the terminal’s docks with slidingglass doors, cover the center buyers’ courtarea, build a walking bridge between thetwo main buildings, and install additionalsecurity cameras and a card-access system.

CHALLENGES & OBSTACLESAlthough the Ontario produce trade enjoys

numerous advantages, the industry is certainlynot immune to challenges. For example,MacKenzie says many produce professionalsthroughout the province are struggling toestablish strong food safety programs or tweaktheir existing programs. “These programs arenot cheap to establish or maintain,” he says.“But there isn’t one produce person whowould say they’re not necessary to maintain asafe food supply and the excellent reputationfresh produce has in the minds of consumers.”

In addition to food safety challenges, theindustry has also experienced a shortage in long distance drivers. “Many of our fleetcarriers are having a difficult time findingqualified and capable personnel,” remarksRandy Steinberg, president of TorizonLogistics Inc., a Toronto-based truck broker.

“Finding bodies to fill positions is easy;it’s finding the right people with the rightattitude and work ethic that can sometimesbe challenging,” points out Joe Rubini, pres-ident of Woodbridge-based truck brokerRally Logistics Inc. “I am fortunate we’vebeen able to align ourselves with some of thebest in the industry.”

Rubini adds that trucking capacity is alsoan ongoing problem and will likely continuefor at least another year. “The Canadian dollar has dropped significantly and hascaused the cost of trucks and trailers toincrease on this side of the border,” he says.“This hasn’t really helped any Canadiantrucking companies acquire more trucks,resulting in a ‘tight’ trucking market duringpeak seasons when most volumes are alreadyup to begin with.”

More stringent regulations are also posing a challenge. “New regulations are beingimplemented in various states, pertaining toequipment standards, emissions controls, andvarious other changes,” MacKenzie explains.

ONWARD AND UPWARDDespite the obstacles growers and sellers

face on a daily, weekly, monthly, or annualbasis, it is a cycle well worth repeating. “Ibelieve the advantages of the Terminal for produce buyers will continue,” MacKenziesays. “Steady as she goes.”

Chapman also believes the OFT willcontinue to hold its own. “This is a progres-sive organization that can assimilate andreact quickly to meet the changing needs ofthe consumer,” he comments.

“With the population growing each yearand the diversity of the population, we havesmall retailers selling fresh fruits and vegeta-bles from all over the world,” adds Nicholas.“So our future is bright.”

Amy Bell is a freelance writer with morethan fifteen years of experience. She writesfor publications and companies across thenation. Visit writepunch.com to learn more.

Image: ©iStock.com/chang/marekuliasz/jmbatt/Angela Archilla/badmanproduction.

Ontario Omnificence