ONTARIO OVERVIEW J o h n Ke l l y, P h D E xe c u t i v e V i c - - PowerPoint PPT Presentation

ONTARIO OVERVIEW

J o h n Ke l l y, P h D E xe c u t i v e V i c e P r e s i d e n t

WEATHER IN 2015

FROST DAMAGE, MAY 23, 2015

• Affected fruit trees and vines, as well as field vegetable crops planted

prior to May 23, 2015

PROMOTION – FOODLAND ONTARIO

CPMA CHC on the Hill 2015 Queens Park Farmers Market 2015

CREATING DEMAND– MASS MARKETING

Results from the 2014/2015 Campaign:

• Television – 91% of our target audience saw the commercials on

average 20 times.

• Radio – aired in 32 English markets and 8 French markets over 15

weeks

• Billboards – achieved 97 million impressions

5

CREATING DEMAND– DIGITAL MEDIA

From 2014/15 fiscal:

• Website – ave 1,530 visits per day; 1.2M

unique page views

• Facebook – over 159K fans. 5-7% engagement
• Twitter - over 27K followers. 5% engagement
• Pinterest – ave 5,200 viewers per month
• YouTube – generated 103,000 views annually
• Combined – almost 40M impressions and over

195K interactions with 174K unique users

• Instagram – over 1,100 followers since launch

(Sept 1, 2015)

6

CREATING DEMAND– DIGITAL MEDIA

7

CREATING DEMAND– PUBLIC RELATIONS

In 2014-15

• 158 TV appearances
• 1,231 Print articles
• Reaching 33.6 Million

consumers

• $21.2 Million total

editorial value

8

CREATING DEMAND – RESOURCES

9

INFLUENCING AWARENESS – LOCAL FOOD WEEK

10

FRESH FROM THE FARM HEALTHY FUNDRAISING FOR ONTARIO SCHOOLS

• 28 School boards
• Algoma to Windsor Essex
• 465,000 pounds of root vegetables and apples were sold to school

communities

The e OF OFVGA GA Water er Program gram

Managed by George Shearer

LIBERALS AN ACTIVIST GOVERNMENT

Source www.torontosun.com

MAJOR ISSUES IN 2015

MAJOR ISSUES IN 2015

Ontario Based Cap & Trade

Sector Initiative Projected Reductions (Mt) 2014 2020 Transportation

The Big Move regional transportation plan and Greater Golden Horseshoe Growth Plan Passenger vehicle efficiency regulations Freight truck speed limiter regulation Municipal hybrid bus purchase and Green Commercial Vehicle programs Ethanol in Gasoline regulation Greener Diesel regulation

1.9 4.6 Industry

Natural gas utility conservation programs

0.3 0.8 Buildings

Greater Golden Horseshoe Growth Plan Natural gas utility conservation programs Building Code amendments Residential retrofits

0.9 2.3 Electricity

Long-Term Energy Plan: coal phase-out; Feed-In Tariff program; residential, commercial and industrial demand management programs; and related electricity plans

20.5 32.5 Agriculture and Waste

Biogas Financial Assistance Program Landfill Gas Collection and Control regulation

1.5 1.8

All initiatives

25.0 41.9

MAJOR ISSUES IN 2015 Great Lakes Water Protection Act

BILL 66: GREAT LAKES PROTECTION ACT

Holland Marsh growers have been the first sector to participate in the program, Smart Water Assessments which focus

• n minimizing water use in

vegetable washing. This is coordinated by Farm and Food Care and financially supported by the province.

MAJOR ISSUES IN 2015

PLANNING FOR HEALTH, PROSPERITY AND GROWTH IN THE GREATER GOLDEN HORSESHOE

A positive in the report is the inclusion of farmland preservation and support for agricultural investments and our industry’s viability. Recommendations in the report are based

• n a review of the Growth Plan for the

Greater Golden Horseshoe, the Greenbelt Plan, the Oak Ridges Moraine Conservation Plan and the Niagara Escarpment Plan.

PLANNING FOR HEALTH, PROSPERITY AND GROWTH IN THE GREATER GOLDEN HORSESHOE

Report recommendations include topics such as:

Greenbelt Labour Transit Infrastructure

TOWARDS AN AGRICULTURAL SOIL HEALTH AND CONSERVATION STRATEGY

Min inis istry y of Agr gric iculture, ulture, Food d an and d Rura ural l Affai airs Novem ember ber 2015

MAJOR ISSUES IN 2015

MAJOR ISSUES IN 2015

Ontario Greenbelt

Photo Credit Ontario Ministry of Agriculture, Food and Rural Affairs

Social License Social License is a relatively new term in agriculture but it was one of the major topics at the most recent Agriculture Ministers meeting. The need for people and policy makers, who have limited farming experience, to walk a mile in our shoes has never been greater and Farm and Food Care is the organization to lead this important initiative.

ACREA EAGE GE OF SPECIFI CIFIED ED COMM MMER ERCIAL CIAL VEGET ETABL ABLE E CROPS, PS, ONT NTARI ARIO, O, 2013 3 - 2014 14

Asparagus Beans, Green and Wax (b) Beets Broccoli Brussels Sprouts Cabbage, Chinese Cabbage, Other Total Cabbage Total Carrots Cauliflower Celery Corn, Sweet Cucumbers and Gherkins Garlic Leeks (d) Total Lettuce Onions, Dry Onions, Green (e) Parsley Parsnips Peas, Green Peppers Pumpkins Squash and Zucchini Pumpkins and Squash (f) Radishes Rhubarb Rutabagas (g) Spinach Tomatoes, Field

MARKETED PRODUCTION (‘000 LBS) OF SPECIF CIFIED IED COMMER ERCIAL IAL VEGETAB ABLE LE CROPS, ROPS, ONTARIO, ARIO, 2013 - 2014 14

100,000 200,000 300,000 400,000 500,000 600,000

Asparagus Beans, Green and Wax (b) Beets Broccoli Brussels Sprouts Cabbage, Chinese Cabbage, Other Total Cabbage Total Carrots Cauliflower Celery Corn, Sweet Cucumbers and Gherkins Garlic Leeks (d) Total Lettuce Onions, Dry Onions, Green (e) Parsley Parsnips Peas, Green Peppers Pumpkins Squash and Zucchini Pumpkins and Squash (f) Radishes Rhubarb Rutabagas (g) Spinach Tomatoes, Field

FARM VALUE ($’000) OF SPECIFIE CIFIED COMME MERCIAL CIAL VEGETABLE ABLE CROPS, ROPS, ONTARIO, ARIO, 2013 - 2014 14

5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000

Parsley Radishes Brussels Sprouts Garlic Total Lettuce Parsnips Spinach Celery Cauliflower Beets Rutabagas (g) Squash and Zucchini Peas, Green Pumpkins Cabbage, Other Beans, Green and Wax (b) Asparagus Cucumbers and Gherkins Broccoli Peppers Pumpkins and Squash (f) Cabbage, Chinese Total Carrots Onions, Dry Corn, Sweet Total Cabbage Tomatoes, Field

AGRI-STABILITY PAYMENTS ONTARIO VEGETABLE GROWERS

5000000 10000000 15000000 20000000 25000000 30000000 35000000 40000000 45000000 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

PRODUCTION INSURANCE PAYMENTS ONTARIO VEGETABLE PRODUCERS

$- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000 $14,000,000 $16,000,000 $18,000,000 $20,000,000 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

SDRM PAYMENTS ONTARIO VEGETABLE GROWERS

1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

TOTAL AL AGRIC ICORP PAYMENT ENTS TO VE VEGET ETAB ABLE LE CU CUSTOME OMERS RS FOR CRO CROP YEAR ARS S 2005-20 2015 15

$0 $5,000,000 $10,000,000 $15,000,000 $20,000,000 $25,000,000 $30,000,000 $35,000,000 $40,000,000 $45,000,000 $50,000,000 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

TECHNOLOGY DEVELOPMENT CARDBOARD V.S. REUSABLE PLASTIC CONTAINERS (RPCs)

2014 STUDY BY THE UNIVERSITY OF GUELPH

COLLABORATIONS– HEALTHY EATING

TOTAL AL AGRIC ICOR ORP PAYMENT MENTS TO VEGETABLE ABLE CUSTOMERS OMERS FOR CROP ROP YEARS ARS 2005-2015

5000000 10000000 15000000 20000000 25000000 30000000 35000000 40000000 45000000 50000000

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

AGRICORP PAYMENTS TO ONTARIO VEGETABLE GROWERS

$0 $5,000,000 $10,000,000 $15,000,000 $20,000,000 $25,000,000 $30,000,000 $35,000,000 $40,000,000 $45,000,000 $50,000,000

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Ag Stability Production Insurance SDRM Total

ACREA EAGE GE OF SPECIFI CIFIED ED COMM MMER ERCIAL CIAL VEGET ETABL ABLE E CROPS, PS, ONT NTARI ARIO, O, 2013 3 - 2014 14

5,000 10,000 15,000 20,000 25,000

Asparagus Beans, Green and Wax (b) Beets Broccoli Brussels Sprouts Cabbage, Chinese Cabbage, Other Total Cabbage Total Carrots Cauliflower Celery Corn, Sweet Cucumbers and Gherkins Garlic Leeks (d) Total Lettuce Onions, Dry Onions, Green (e) Parsley Parsnips Peas, Green Peppers Pumpkins Squash and Zucchini Pumpkins and Squash (f) Radishes Rhubarb Rutabagas (g) Spinach Tomatoes, Field

FARM VALUE ($’000) OF SPECIFIE CIFIED COMME MERCIAL CIAL VEGETABLE ABLE CROPS, ROPS, ONTARIO, ARIO, 2013 - 2014 14

5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000

Asparagus Beans, Green and Wax (b) Beets Broccoli Brussels Sprouts Cabbage, Chinese Cabbage, Other Total Cabbage Total Carrots Cauliflower Celery Corn, Sweet Cucumbers and Gherkins Garlic Leeks (d) Total Lettuce Onions, Dry Onions, Green (e) Parsley Parsnips Peas, Green Peppers Pumpkins Squash and Zucchini Pumpkins and Squash (f) Radishes Rhubarb Rutabagas (g) Spinach Tomatoes, Field

CREATING DEMAND– MASS MARKETING

Results from the 2014/2015 Campaign:

• Television – 91% of our target audience saw the commercials on

average 20 times.

• Radio – aired in 32 English markets and 8 French markets over 15

weeks

• Billboards – achieved 97 million impressions

40

CREATING DEMAND– DIGITAL MEDIA

From 2014/15 fiscal:

• Website – ave 1,530 visits per day; 1.2M

unique page views

• Facebook – over 159K fans. 5-7% engagement
• Twitter - over 27K followers. 5% engagement
• Pinterest – ave 5,200 viewers per month
• YouTube – generated 103,000 views annually
• Combined – almost 40M impressions and over

195K interactions with 174K unique users

• Instagram – over 1,100 followers since launch

(Sept 1, 2015)

41

CREATING DEMAND– DIGITAL MEDIA

42

CREATING DEMAND– PUBLIC RELATIONS

In 2014-15

• 158 TV appearances
• 1,231 Print articles
• Reaching 33.6 Million

consumers

• $21.2 Million total

editorial value

43

CREATING DEMAND – RESOURCES

44

INFLUENCING AWARENESS – LOCAL FOOD WEEK

45

COLLABORATIONS– HEALTHY EATING