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Agritourism Development Strategy and Marketing Plan Southwestern Ontario Tourism Corporation
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Table of Contents
1. Executive Summary.......................................................................................... 3
2. Introduction ..................................................................................................... 4
2.1. Trends in Agritourism ........................................................................................ 6
3. Defining the Agritourist ................................................................................... 8
3.1. On-farm Recreation ........................................................................................... 8
3.2. The Canadian Agritourist .................................................................................... 9
4. The Agritourist in the SWOTC Region ............................................................. 11
5. Review of Agritourism Initiatives ................................................................... 13
5.1. Agritourism Market Readiness Matrix ................................................................. 25
6. Stakeholder Consultation ............................................................................... 26
6.1. Opportunities ................................................................................................. 26
6.2. Barriers and Obstacles ..................................................................................... 28
6.3. SWOTC Support .............................................................................................. 30
7. Product Potential ........................................................................................... 32
7.1. Viticulture and Fruit ......................................................................................... 32
7.2. Hops ............................................................................................................. 34
8. Summary and Recommendations ................................................................... 36
8.1. Agritourism Product Categories ......................................................................... 37
8.2. Product Development Potential ......................................................................... 40
9. Best Practice Review ...................................................................................... 45
9.1. Overview of Best Practices ............................................................................... 45
9.2. Case Studies .................................................................................................. 47
9.3. Great Ideas in Agritourism ............................................................................... 52
10. Agritourism Programs ................................................................................. 61
10.1. Local Foods ................................................................................................. 61
10.2. Wines and Spirits ......................................................................................... 67
10.3. Farm Experience Program ............................................................................. 76
10.4. Festivals and Events ..................................................................................... 85
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11. Marketing Plan ............................................................................................ 89
11.1. Packages .................................................................................................... 89
11.2. Partnerships ................................................................................................ 91
11.3. Promotion ................................................................................................. 104
12. Agritourism Toolkit ................................................................................... 118
13. Top Priorities ............................................................................................ 122
13.1. Market readiness status and database sharing ............................................... 122
13.2. Internal promotion and local supply chain ..................................................... 123
13.3. Establishing a baseline ................................................................................ 124
14. Conclusion ................................................................................................ 125
Appendix A: Focus Group ................................................................................... 126
Appendix B: Product Potential Maps ................................................................... 127
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1. Executive Summary
Agriculture is ingrained in the communitys history and plays an important economic
and cultural role. This sector has influenced the development of the regions
communities and is one of the key sectors of activity. Due to low international costs
and the rise of the big farms, agriculturists are finding it hard to remain competitive.
Agritourism has been seen a means to diversify the income of farmers. It leverages
the operational expertise of the operator and adds a new lens through which to look
at income opportunity. Many regions throughout the world and Canada have used
their culinary and farm experiences to develop tourism products.
The purpose of this strategy is to understand the opportunities provided by
agritourism operations to the tourism sector in the SWOTC region. The approach to
agritourism strategy and promotion is actively undertaken at the DMO level. A
regional focus would provide for cross regional promotion and market development
chances. The critical mass of agritourism experiences and products at the regional
level provide ample options for product development and partnership development.
The experiences in the SWOTC region are diverse and so are the product
development potentials. The marketing for the agritourism project will take a four
program approach. The programs group the variety of tourism products into practical
categories for the development of specific tactics, schedules and budgets.
The deliverables of the project include:
Situational Analysis: consisting of an understanding of the agritourism sector
and the agritourist, review of local agritourism initiatives, results of the
stakeholder consultation process and the identification of product
development potential.
Recommendations: based on the review of all data and identification of key
product and experience development potential.
Marketing Plan: divided into four programs and the assignment of target
segments, tactics, schedules and budgets.
Top Priorities: outline the top priorities in order to establish a foundation for
moving forward.
Agritourism Toolkit: in order to provide necessary information to farmers
seeking to become agritourism operators, the project team developed a
website with pertinent information. The website is located at:
http://agritourismtoolkitdev.yontrack.com/Agribusiness/Home.aspx
Inventory List and Map: agritourism asset lists were collected, categorized
and created into a database. The database is available at:
http://agritourismtoolkitdev.yontrack.com/Agribusiness/DirectoryListing/Direc
toryHomePage.aspx
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2. Introduction
Agritourism has attracted the attention of many tourism regions across North
America, including the Southwest Ontario Tourism Corporation (SWOTC). As one of
the 7 identified priority projects for the region, agritourism is at the forefront as it is
seen as an opportunity for farm operators to enter new markets for farm products
and services. In addition, agritourism offers the opportunity for the region to
diversify its tourism product offerings and attract a broader range of tourists to the
communities within the region.
What is Agritourism?
In order to understand the opportunities and promote agritourism, the region first
needs a clear definition of what is meant by agritourism. The Canadian Farm
Business Management Council defines agritourism as, travel which combines rural
settings with products of agricultural operations within a tourism experience that is
paid for by visitors. In this context, agritourism combines rural and natural
environments with agricultural and tourism products and services.
The Ontario Ministry of Agriculture and Rural Affairs (OMAFRA) uses The University of
California's Small Farm Center definition of Agricultural Tourism, which is "the act of
visiting a working farm or any agricultural, horticultural or agribusiness operation for
the purpose of enjoyment, education or personal involvement in the activities of the
farm or operation." While this seems narrower in focus the suggested activities that
can take place on a farm broadly include:
Roadside stands and markets
Food activities: Pick/Cut/Gather/Grow/Process Your Own
Farm activities: haying, threshing, ploughing, fencing, sheep shearing,
lambing, egg hatching
Animal feeding and petting areas
Hay and/or sleigh rides
Horseback riding
Bed and breakfast/farm vacations
Sale of specialty agricultural products: wine, cider, maple syrup, flowers,
herbs
Seasonal festivals: Fall harvest, Halloween, Christmas, Spring, strawberry,
corn
Hiking/scavenger hunts, Easter egg hunts
Barn dances (square dancing)
Birthday and corporate parties
Weddings, family reunions
Photography/painting
School tours and summer day camps
Cross-country skiing/snow shoeing/snowmobiling
Historical interpretation and re-enactments
Mazes, rock climbing
Wildlife viewing (birds, deer, etc.)
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Scarecrow-making, pumpkin carving/painting
Theatrical or puppet shows and musical events
Community charity events
Movie shoots
This report will combine the Canadian Farm Management Councils definition of
agritourism and OMAFRAs list of potential activities as a working definition of
agritourism for the SWOTC region.
Within this working definition, agritourism products and services can be categorized
into three broad themes:
Fixed attractions such as historic farms, living farms, museums, food
processing facilities and natural areas.
Events based on an agricultural theme such as conferences, rodeos,
agricultural fairs and food festivals.
Services such as accommodations (B&B), tours, retailing (farm produce and
products) and activities (fishing, hiking etc.).
Why is Agritourism of Interest?
Evidence and research suggests that family farming and small scale farming is under
considerable economic pressure. Increased globalization and volatility in commodity
prices are resulting in a long-term trend of decreasing numbers of farms and
farmers. At the same time, farm sizes are becoming larger and more corporate
raising concerns over the impact on rural communities.
Data from Statistics Canada (2008), confirms this trend reporting the total number of
farms in Canada has declined from 293,000 to 229,373 in the 20 years from 1986
and 2006 and the average farm size has increased from 231ha to 295ha in the same
time period. Directly correlated to the decline in the number of farms is a decline in
Canadas rural populations (Statistics Canada, 2008). The declining number of farms
and farm incomes has in part contributed to the destabilization and decline of rural
economies across Canada.
Agritourism is seen as a way to diversify a farmers income stream, reducing
dependence on volatile commodity prices as well as supplementing core farming
income. Finally, agritourism activities provide opportunities to more fully utilize farm
resources, such as lower grade land, and provide income for family members, which
in turn may contribute to the stabilization and sustainability of rural economies.
While it is challenging to find research related to agritourism there have been some
studies that suggest on-farm marketing or farmer direct marketing (activities
included in the definition of agritourism) achieves positive results for farmers and
rural communities. This is supported by a study completed by the Waterloo Regional
Health authority which reveals that the portion of the final buyers price paid to the
farmer increased from $0.09/dollar to as much as $0.80/dollar to $0.90/dollar in
direct marketing initiatives. The economic impact of agritourism is significant as
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every dollar of farm income leads to an additional $2.40 spent in the local
agricultural economy; while each job in the agricultural sector results in an additional
4 jobs in the broader economy. In addition, the New Economics Foundation found
that in Britain, for every 1 spent on a vegetable box, 2.59 was generated for the
local economy compared to 1.41 from a supermarket. Farmers Markets Ontario
also reports that 60-70% of visitors to farmers markets visit other neighbouring
businesses on their trip to and from the market thus directly contributing to the local
economy. Additionally, it is estimated by the Ontario Farm Fresh Marketing
Association that 750 on-farm markets across Ontario receive 8,000,000 visitors
annually.
In addition to the economic benefits of on-farm marketing, agritourism can increase
local residents access to fresh farm products and lead to the preservation of
agricultural land and maintaining natural landscapes in rural areas. However,
agritourism can also be seen to have negative effects as farmers might be concerned
about the liability of public visits to their farms and neighbours and nearby residents
might be concerned with increased traffic to the area.
2.1. Trends in Agritourism
Farmers markets and on-farm marketing in Ontario is on the rise. Farmers Markets
Ontario (FMO) believes, while there were as few as 60 markets in Ontario 30 years
ago, today there are twice as many and at the same time, on-farm marketing sales
are increasing. Ontario Farm Fresh Marketing Association (OFFMA) conducted
surveys with both marketers and consumers to determine trends in on-farm
marketing in Ontario in 2005 and 2009.
The surveys revealed the following:
In 2005, nearly 50% of respondents derived over 50% of their income from
on-farm marketing activities. In 2009 this had increased to 60% of farmers.
In 2005, on-farm marketing generated an estimated $116 million in annual
gross receipts for farmers in Ontario. In 2009 this had increased to $210
million.
In 2009, 64% of respondents to the survey stated that farm market sales had
increased.
In 2009, 43% of respondents indicated there were planning additions or
expansions of their farm market.
In 2005, approximately 25% of respondents estimated their farm market
received over 25,000 visitors per year. However, in 2009, this increased to
35% of respondents. Also in 2009, 72% of respondents felt the number of
shoppers had increased in the past 2 years.
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Of the on-farm markets surveyed, 72% defined themselves as on-farm markets.
However, as respondents were able to select multiple categories respondents also
considered them to be:
Pick your own (52%)
Agritainment revenue from entertainment services and events such as
mazes, wagon rides, seasonal festivals and plays (36%)
Hosting group tours (32%)
Jams, jellies and preserves farm (31%)
The survey also found that on-farm markets are attracting an ethnically diverse
customer base and that 76% of customers travel less than 30 minutes from their
home to the on-farm market. These customers typically spent $16-$50 per visit and
were most likely to purchase fruits, vegetables and baked goods or paid for
agritainment activity.
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3. Defining the Agritourist
3.1. On-farm Recreation
The United States Department of Agriculture (USDA) conducted a study of farm-
based recreational activities in 2007. While this study doesnt address agritourism in
its broadest sense, it does provide a profile of visitors to farms participating in
recreational activities. The report draws from the National Survey on Recreation and
the Environment (NSRE), the only national database of on-farm recreational users in
the U.S. The study found that agricultural recreation visitors are:
Mostly urban (66%), however far less urban than the national average
(82.6%).
Residing close to the farm visited (average 40 miles).
Highly educated, with 33% holding at least a bachelors degree compared to
the national average of 20%.
In their early 40s, have a small family (median family size is 3) and earn
income similar to the national average.
Traveling as individuals rather than as part of a group (81%).
The study also revealed nearly all of these visitors (90%) enjoyed the rural scenery
surrounding the farm. The most common on-farm recreational activities included:
Petting farm animals (67% of visitors)
Hay rides and/or corn mazes (24% of visitors)
Horseback riding (15% of visitors)
Drawing from the Agricultural Resource Management Survey, the USDA Farm-Based
Recreation report also builds a profile for the typical agritourism operator. Farms
receiving recreational income are more likely to be located in a completely rural non
metropolitan county dependent on other forms of recreation as the tourism base.
Farms receiving income from recreational activities are in counties with an
abundance of natural amenities. Operators are slightly older and better educated
than other operators with 44% holding a college degree compared to 24% of all farm
operators.
This American context is relevant to the SWOTC regions understanding of
agritourism because of the geographic proximity of the U.S border and the
opportunity to engage this market in tourism and recreational activity. In addition,
the profile of the agritourist in the U.S can be compared against the profile of the
agritourist in Canada and Ontario.
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3.2. The Canadian Agritourist
In the Canadian travel market study conducted in 2007, a profile of the Canadian
agritourist revealed similar results to the USDA profile of agricultural recreation
visitors. This study investigated visitors that engaged in fruit picking, dining on a
farm and participating in harvesting or other farm operations. While the study was
conducted nationally, the survey indicates the percentage of pleasure travelers
participating in agritourism activities while on a trip in Ontario (15.1%) is similar to
the national average (15.7%).
The study found that agritourists are:
Predominantly domestic travelers.
Married (67.3%), women (54.6%), aged 35 44 (22.4%) with no children
under 18 (68.9%).
Possess a university degree (34.6%) and slightly above average national
income (although their incomes are the lowest of all visitor segments
studied).
While participating in agritourism activities tourists are most likely also going to
participate in:
Shopping and dining
Historical sites, museums and art galleries
Fairs and festivals
However, they are also much more likely than other pleasure travelers to participate
in wine, beer and food tasting, aboriginal cultural experiences and participatory
historical activities. Outdoor activities they are likely to participate in include:
Wildlife viewing
Ocean/lake activities (swimming, boating or sunbathing)
Hiking, climbing or paddling
While traveling they are most likely to stay at a public or private campground or a
lakeside/riverside resort. Almost half (49.5%) begin their trip with a specific
destination in mind with less than half using the internet to book (38.3%) or plan a
trip (23.2%). However, 68.6% will consult the internet and 62.9% will take the
advice of others in planning a trip.
The study also looks at the media consumption habits of the agritourist and finds
that they:
Read weekend edition of newspapers (89.1%) more often than local
newspapers (68%)
Watch home and garden shows (39%), travel shows (37%) and cooking
shows (36.5%)
Visit travel websites (57.2%)
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This data is relevant to tourism operators in the SWOTC region as it reveals the
demographic of the agritourist, the activities in which they are interested in and how
they find out about agritourism products. This is also critical to understanding how to
package and market agritourism products most effectively to the target audience
most likely to engage in agritourism activity.
In conjunction with this data, the 2009 On-Farm Marketing in Ontario Report
conducted by OFFMA, highlights that operators word of mouth is the most effective
form of marketing while the newsletter and networking opportunities offered by
OFFMA are services of most benefit to member operators. Challenges faced by on-
farm markets include:
Liability of having members of the public on the farm site
Increasing costs of production (inputs and fuel as well as packaging)
Business taxes
Food safety regulations (processing and selling)
Labelling regulations
Product marketing
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4. The Agritourist in the SWOTC Region
The SWOTC Market Development Strategy compiled tourism statistics from Statistics
Canada to create a Visitor Profile for the region, which revealed that the average
visitor to the region is characterized as:
A domestic visitor traveling less than 140km
Earn lower incomes than the typical visitor to Ontario
Married male in his early 40s
In addition, visitors to the region enjoy a variety of activities, which include:
Shopping
Visiting restaurants or bars
Visiting a beach
Visiting a national, provincial or nature park
Camping
Hiking or backpacking
Attending a sporting event
Wildlife viewing or bird watching
Visitors to the region are most likely to stay with friends or family or paid roofed
accommodation, however, visitors to the region are more likely to stay at
campgrounds than visitors to other regions of Ontario. This may be due in part to the
lack of roofed accommodation available in the region.
Comparing the typical visitor and visitor activities in the region to the typical
agritourist allows some conclusions to be draw supporting the case for agritourism
development in the SWOTC region.
Visitors to the region are local travelers visiting locations close to home
similar to agritourists.
Visitors to the region are more likely to stay in campgrounds similar to
agritourists.
Visitors to the region also participate in activities similar to those popular with
agritourists such as shopping, visiting a restaurant, visiting a beach, visiting a
natural park (or enjoying rural scenery), hiking and wildlife viewing.
Summary
The number of activities that are included in agritourism is extensive. The region
should be open to a variety of opportunities in this area and seek to combine tourism
activities ensuring a diverse mix of product for the visitor seeking the agritourism
experience. Agritourism is a growth market with increasing numbers of farmers
markets, on-farm markets and visitors to the same. The region is, in many ways,
ideally suited to agritourism. It is a largely rural region with ample natural
landscapes attractive to agritourists but still in proximity to urban centres to provide
the visitors necessary to make agritourism operations viable.
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The target market for agritourism is, primarily, the local population. Those located
less than 140km from their destination. This would include London and Windsor but
also Hamilton and St. Catharines. Given the high number of visitors to the region
from Michigan and Ohio these should also be considered target markets for
agritourism in the region. Agritourists are in their early 40s, average income, well-
educated and are married with small families.
The region should be looking to combine agritourism with other regional attractions
that are also popular to the agritourist including shopping, going to a restaurant,
visiting a beach, wildlife viewing or hiking. Agritourists are more likely to camp than
other tourists. Combined with the fact that visitors to the region are more likely to
camp than visitors to other regions in Ontario, the region should prepare adequate
public and private camping facilities.
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5. Review of Agritourism Initiatives
The SWOTC region has a variety of agritourism assets that are unique to the DMO in
which they are located. While each DMO is home to unique and authentic
experiences, the region as a whole has a number of synergies in agritourism
products. However, the market readiness of these products varies widely across the
SWOTC region. This section is based on a review of documents, reports, websites
and policy related to agritourism with the intention of highlighting the key
agritourism initiatives in place. This is summarized through a matrix which highlights
the key characteristics of agritourism readiness in each DMO. The initiatives launched
in the communities across the SWOTC region are based on a broad list of existing
assets.
Agritourism Assets across the SWOTC region broadly include:
Wineries, Wine Festivals and Wine Tours
Breweries
Restaurants serving local food
Farm-gate stores and related retail
Buy local maps and guides (e.g.: Buy Local, Buy Fresh Chatham-Kent)
Culinary Trails/Tours and guides (e.g.: Savour Elgin)
Seasonal Festivals and Agricultural Fairs (e.g.: Leamington Tomato Festival)
Specialty retail selling locally made jams/jellies, cider, maple syrup, etc
Local food markets/farmers markets
Road-side stands
Pick your own orchards
Farm vacations
Farm tours and farm hikes
On-farm recreational activities (e.g.: petting zoos, etc)
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Municipality of Chatham-Kent
Vision for Agritourism
Chatham-Kents vision is to be a recognized leader amongst agritourism destinations
in Ontario. The reinvention and innovation of agriculture will allow the capacity for
the community to renew itself from a traditional economy to a diverse economy.
Overview of Agritourism Initiatives
Chatham-Kent has undertaken a number of plans and strategies to develop and
promote the agritourism sector in the municipality. First of which is the Official Plan
of Chatham-Kent, which lists agriculture as one of the Countys four strategic
directions. The Official Plan is set to ensure that agriculture continues to be a key
economic sector of the Chatham-Kent economy. The strategic direction is
implemented through initiatives that are intended to result in increases in agricultural
businesses, the maintenance of the agricultural land base for agriculture and an
increase in the diversity of agricultural products. The Official Plan also reflects that
opportunities related to agritourism for tourism development should be addressed.
The agricultural area designation in the Official Plan allows for the primary use of
farm-related commercial uses and accessory uses. Permitted uses in the designation
include agritourism activities such as small-scale operations and directly related
operations to the farm. Also permitted are sustainable forestry uses, conservation,
retail stands for the sale of agricultural products produced on the same farm unit,
and bed and breakfast establishments. Home-based businesses may include sale
outlets for agricultural products produced on the farm, small home limited
occupations conducted from the main residence, bed and breakfast establishments
and farm vacation enterprises. Home-based businesses and home industries shall be
permitted by the Municipality provided that they do not generate a disruptive volume
of traffic and do not impact negatively upon a provincial highway corridor.
The Cultural Plan for Chatham-Kent recognizes that agritourism is one of four
strategic tourism opportunities for the municipality. The Plan also acknowledges the
municipalitys agritourism assets (wineries and local food markets) as significant
contributions to the overall mix of cultural tourism experiences. The Plan states that
agritourism is an unrealized opportunity and will require further investment in
product development to meet the expectation of agritourists.
In addition, Chatham-Kents Economic Development Strategy outlines the need for
an agritourism strategy to stimulate economic growth. The Strategy considered
product development of the natural assets and cultural assets in agritourism as a
high priority for the municipality. The Strategy also suggests the development of an
Agricultural Centre of Excellence to develop new market opportunities for locally
grown products.
The Shoreline Areas Sustainability Action Plan sets out an objective to increase
agritourism operations alongside shoreline areas in the municipality. The Action Plan
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recommends that towns in the municipality should encourage the development and
improvement of agricultural lands for specialty uses such as agritourism operations.
The Action Plan also recommends the use of the Promote and Develop Innovation in
Agriculture programs that require partnerships with educational institutions to further
research and innovation, agricultural practices, agritourism and sustainable farming
operations in the municipality.
In addition to the plans and strategies that Chatham-Kent has in place, their tourism
website allows for visitors to the municipality the ability to browse agritourism
related opportunities, with a focus on its region award winning wineries. Smith &
Wilson Estate Wines is considered the start of the Southwestern Ontario Wine Route
that features 11 wineries in the municipality and in neighbouring Windsor-Essex.
Chatham-Kent also offers several other agritourism opportunities as diverse as award
winning maple syrup farms to blueberry farms.
Additionally, the Buy Local! Buy Fresh! Chatham-Kent website provides visitors an
extensive directory of members associated with the buy local buy fresh initiative. The
website also provides a map of the location of local farms in the municipality with
descriptions of activities and links to the farms website. The municipalitys Buy
Local! Buy Fresh! initiative is a strong feature for the success of agritourism
businesses in the municipality. The communitys agricultural roots also provide a
strong interest in renewing the agricultural sector and improving its status. The
municipalitys strategic directions outlined in their strategies and plans show the
commitment at the municipality level to improve on agritourism opportunities in the
municipality.
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County of Elgin
Vision for Agritourism
In the County of Elgin, agritourism is considered an element of rural tourism
inclusive of small-scale farm enterprises and community events that are linked to
local families and the agricultural traditions of the region. Elgins vision is to improve
the level of integration between agritourism operations and experiences with the
more traditional forms of tourism e.g. camping, beaches, festivals, culture and
heritage in order to link local food when promoting Elgin County as a place to visit.
Overview of Agritourism Initiatives
Elgins long agricultural history has shown great adaptability to shifting markets,
consumer preferences and technological change. A wide range of innovative services
and products associated with agritourism have emerged in Elgin County including
culinary routes such as Savour Elgin. The Savour Elgin program has three culinary
tourism specific goals, which include:
1. Strengthening the local food supply chain in Elgin, including suppliers,
providers and users;
2. Building awareness of culinary tourism in Elgin County; and
3. Evoking a sense of pride within the community.
Businesses that wish to be part of Savour Elgin must apply for membership and meet
requirements on local products, operational months, web presence, and liability
insurance, among others. Visitors planning a trip to Elgin can access several choices
of agritourism related activities through the Savour Elgin website. The website
provides locations, maps and summaries of the experience people may encounter at
these agritourism operations, as well as accommodation encouraging overnight
visits. The Buy Local Buy Fresh local food map is also available under the umbrella of
Savour Elgin on the website. The Buy Local Buy Fresh map and the Culinary Trail
map enable visitors and residents alike to benefit from the variety of agritourism
assets in the region including: wineries, farm-gates, restaurants and farmers
markets. Examples of agritourism related businesses featured on Savour Elgin
include Quai du Vin Estate Winery, Rushcreek Wines, Clovermead Bees and Honey,
Heritage Line Herbs, Lavender Blue Lavender Farm, and the Mad Hatters Tea Room,
among many others.
The County is in the process of drafting its first Official Plan. Set for release in 2012
the Official Plan is expected to speak to the topic of agritourism and the direction in
which the county wishes to follow. Several lower-tier municipalities in the county
have Official Plans that speak to the permitted use of small-scale agribusiness
operations as-of-right on farm properties. Certain Official Plans such as the Township
of Bayham require that agritourism operations be secondary uses on the land with
the primary use being farming of the land.
The Elgin Business Resource Centre (a Community Futures Development
Corporation) in collaboration with the University of Guelph conducted a survey in
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2010 to explore the current state of the local food network within the county. The
survey concluded that farms are producing large quantities of grain but that these
products do not factor heavily in the local food network. The primary motives for
farms, orchards and greenhouses to sell locally were the costs that would be reduced
on transportation, a better dollar value for their products, the ability to showcase
their high quality products that allow for traceability, and to ensure community
access to these quality products.
The Elgin Business Resource Centre recommended that by building upon the
emerging local food market, a comprehensive and cooperative network and strategy
can grow in the county. Inclusion of stakeholders from a variety of sectors including
economic development, agriculture, retail, health, education and environment will
give a local food movement the kind of diversity it needs to overcome challenges.
Strong communication and cooperation among stakeholders is an important
foundation for the future of local food in Elgin County.
Elgin Countys Savour Elgin local food initiative can be considered their strongest
agritourism asset. The program connects producers, distributors and consumers and
promotes food awareness not only in Elgin, but throughout Ontario. The completion
of the County Official Plan can potentially protect the ongoing agritourism efforts
through ensuring that lower-tier municipalities are able to designate alternative
agricultural uses. Finally, the Elgin Business Resource Centre also provides the
county with a strong business community engagement that wants to continue to
push for agritourism in the county through their recommendations of local strategies.
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Haldlimand County
Vision for Agritourism
Haldimand County defines agritourism as an activity that takes place where visitors
can enjoy beautiful vistas or buy farm fresh produce at one of the many farm and
roadside markets in Haldimand County. The vision for agritourism in Haldimand
County is to create a climate for new tourism related investment.
Overview of Agritourism Initiatives
Currently Haldimand County has set up initiatives such as a Tourism Opportunities
Assessment which described the Countys main industries as agriculture and tourism
with most of the land being agricultural in nature. The assessment also found that
improvement was needed in the amount of overnight accommodations available. It
was recommended that the County focus attention on developing the unique
agritourism and culinary tourism experiences that are available in the area and
develop a series of new or enhanced agritourism experiences. The county recognized
that in order to attract more overnight stays they need to develop their tourism
capacity. The county currently holds 150 events in which they recognized the need to
better coordinate and market the experiences these events offer; some of which are
an agritourism in nature.
Supporting agritourism activity across Haldimand is the County Official Plan which
focuses on protecting and managing the natural environment, directing growth
patterns and facilitating the vision of the County, as expressed through its residents.
One of the Plans strategic directions is to establish opportunities for residents and
visitors for leisure and exploring the countys heritage and history. The county has a
Trails Master Plan which is expected to guide the development of over 30km of
registered Trans Canada Trails.
In addition, Haldimand County has developed the Harvests of Haldimand Local Food
Guide which encourages residents and visitors to shop locally and experience the
restaurants, farm markets and agritainment available in the County. The Harvest of
Haldimand website that goes along with the local food guide lists the places in which
a visitor can take advantage of, including accommodation. The website has a live
twitter feed and links to both Twitter and Facebook, encouraging the promotion of
this initiative at a wider scale. The Harvest of Haldimand initiative is considered a
positive first step to building awareness of the local food movement in the County
and working to bring visitors into the region for agritourism purposes. Other
initiatives include a birding map, a motorcycle map and partnerships with other
Tourism organizations (South Coast). The county is preparing for future initiatives
such as enhancing the tourism website and working with local operators to create
packages for tourists.
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Sarnia - Lambton County
Vision for Agritourism
Agritourism is defined as any recreation and leisure that occurs at fair festivals and
events, local museums, parks, local food markets, historical sites, and farm visits.
The vision for agritourism is to foster a spirit of partnerships within Sarnia-Lambton
to enhance tourism through programs, ideas, and initiatives that will grow the
tourism industry.
Overview of Agritourism Initiatives
The documents and websites that were reviewed to understand the initiatives and
programming around agritourism demonstrate that the agritourism sector in Sarnia-
Lambton has great potential. The Official Plan for Sarnia includes support for tourism
and agriculture within it. This is important, as the Premier Ranked Tourism
Evaluation, also known as the Blue Water Tourism Evaluation Project for Sarnia-
Lambton found that in 2004 there were nearly 1 million tourists making overnight
trips to the region.
The primary visitor activity in Sarnia-Lambton is to visit friends and relatives and
participate in outdoor recreation. Water-based activities, soft adventure products,
cultural/heritage experiences and attractions and sporting events/tournaments were
the most popular activities visitors participated in. A number of smaller activities
augment the visitor's stay such as farm visits, small events and festivals and artisan
shops. The Pinery Provincial Park also draws in a large number of tourists as it is
home to one of the largest sand dune ecosystems in Canada. A majority of visitors in
2004 were reported to be coming from the United States (primarily from Michigan).
Sarnia-Lambton has over 2,400 farms and over half a million acres of cultivated land
which has given rise to several popular farmers markets, festivals and agricultural
committees. Several research and education facilities and research stations are
located within the region, such as the Bio-industrial Innovation Centre, which
concentrates on alternative energy technology and industrial bio-products.
The greatest opportunities are centred on soft outdoor activities/offerings which may
align well with agritourism priorities. A consistent theme for the region is needed and
this should be done in repositioning the region to appeal to new or more specific
market segments (such as agritourists) as well as creating circle tours which are
based on a theme. Adding new themes to each season to extend tourism offerings is
suggested as a way to invest in product development. Opportunity exists to develop
new and unique packages that will offer value and new experiences to visitors. The
region's accommodation providers should include farm visit offerings in their
marketing materials. The recently completed Recreation & Leisure Master Plan for
Sarnia-Lambton suggests that infrastructure for nature-based outdoor tourism is
needed such as spaces for providing summer activities like an amphitheatre, stages,
band shells, arts venues and dance areas. Trail-related activities such as walking,
cycling and hiking were cited as being most favoured within the region according to a
household survey of Sarnia-Lambton residents.
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London and Middlesex County
Vision for Agritourism
Agritourism in London Middlesex is defined as travel which combines agricultural or
rural settings with products of agricultural operations; all within a tourism experience
(i.e. fruit and vegetable stands, wineries, orchards and farm based bed and breakfast
accommodations and harvest festivals). Agriculture is a dominant economic sector in
Middlesex County with the potential to become a niche tourism market with an
effective marketing strategy.
Overview of Agritourism Initiatives
The Official Plan for Middlesex affirms that agriculture is the predominant activity in
the County and is prioritized over urbanization. The Plan requires a review for the
creation of an agritourism business in the county. Township Plans such as Thames
Centre identify agritourism as an undervalued economic sector and represents
emerging opportunities to diversify the township. Thames Centre also promotes
tourism uses in agricultural areas. Middlesex Centres Plan encourages the
development of non-obtrusive tourism growth within agricultural areas, specifically
tourism opportunities related to the agricultural industry.
The Middlesex Economic Development Strategy identified opportunities in agri-
initiatives such as market co-ops, trade missions, farm gate markets and community
supported agriculture. These initiatives would support the countywide sustainable
tourism development strategy that aims to protect and promote the countys
historical, agricultural, and natural assets, and builds on the needs of the identified
markets. The Strategy set the framework to support and encourage the development
of new and existing tourism products including agritourism along with tourist/visitor
serving facilities.
The Middlesex County Tourism report in 2009 conducted focus groups to illustrate
the level of development of tourism in the county. The results found that agritourism
was season dependent and limited. The need to develop agritourism opportunities for
year-round tourists and to create new opportunities to produce whole day attractions
was among the biggest concerns. Agribusinesses listed that, outside of picking fruit
for a few hours, there was not enough to keep tourists in town for the whole day.
Some recommendations were to create day-trip options that connected businesses to
one another; similar to the Get Fresh Eat Local map that is already in place.
The Middlesex and London Tourism Websites offer profiles on the Townships and
Communities that reside in the county. It also offers a section on agritourism in the
area along with a directory of farms and agritourism businesses in the county. The
popularity of the Buy Local map and the recent increase in the number of farmers
markets and farm gate initiatives in London-Middlesex demonstrate potential for the
growth of agritourism in this region through increased collaboration and connections
between local farmers and tourism operators.
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Norfolk County
Vision for Agritourism
Agritourism in Norfolk County includes public visits on farms or wineries to take part
in a variety of experiences and/or purchase products. Culinary tourism is considered
to be a by-product of agritourism experiences and is defined as the pursuit of unique
and memorable eating and drinking experiences that have an authentic link to local
agriculture. The vision for agritourism in Norfolk County is to establish a positioning
statement that speaks to Norfolk Countys authenticity as a vast producer of local
food products and to create a theme that resonates in ones mind along the lines of
we grow your food or where your food comes from.
Overview of Agritourism Initiatives
Norfolk County prepared a Norfolk Agritourism Gap Analysis report in 2010, which
offers insight into the benefits of agritourism, best practices in agritourism, the
current layout of agritourism in the county, and opportunities and recommendations
to develop agritourism. The report states that agritourism provides opportunities to
educate both visitors and local residents about the importance of agriculture and its
contribution to the local economy and quality of life. It indicates that the profiles of
agritourists are most likely to be in the age range of 35-44 with dependent children
and are predominantly domestic travellers.
The report identified that many other regions have developed a variety of innovative
products and launched initiatives to encourage agritourism growth. These initiatives
have involved a combination of industry collaboration to encourage farm
sustainability and diversification as well as regional marketing programs. The
common thread is the significance of collaborative efforts and linking agriculture and
tourism from the grassroots. The grassroots approach embraces the concept of
building a loyal and strong local food initiative that draws in the community and
creates enthusiasm and support around the agricultural industry. The emergence of
market-ready experiences is a result of great investment in time and resources. The
report found that where a critical mass of agritourism experiences were developed,
entrepreneurs have seen an opportunity to initiate business ventures that expand the
offering with package development and guided adventures.
The Gap Analysis recorded that the county has an abundance of agritourism assets.
The county has 53 agricultural retail businesses, 10 restaurants featuring local
products, and 44 agritourism related events which include fairs and special food and
drink events. The County has established an advisory board for agricultural activities
along with an Agriculture Marketing Partner Program that provides farmers and food
suppliers in Norfolk the opportunity to place their farm on Local Food guides and
books.
While Norfolk County has strong assets which include a variety of farm gate markets,
year round retail establishments offering local products and agriculture themed
events such as the Norfolk County Fair and Horse show, which is the 5th largest fair
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in Ontario; the county still acknowledges that there is room for improvement in
agritourism. The County is challenged by a lack of accommodation on farms, season-
long activities, must-visit experiences, organized tours, education and training for
the agritourism industry including market readiness and value-adding type
workshops that support and encourage farmers and growers to see and reach a new
level of agritourism products and experience offerings.
Overall, the Gap Analysis listed opportunities and recommendations in marketing the
countys authenticity as a vast producer of local food products and activities. The
report recommended creating a signature theme for the county which would
communicate the important position of agritourism to the region.
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Oxford County
Vision for Agritourism
Oxfords agricultural community will continue to be a key component of the Countys
economy through ongoing agricultural initiatives such as agritourism. To promote
discussion and ideas regarding new ways in which the tourism industry in Oxford can
be encouraged to thrive and be a vital economic force.
Overview of Agritourism Initiatives
The Official Plan of Oxford County allows for the use of agritourism activities on
agricultural land. In order to manage development in the rural areas of the County in
a manner which is supportive of a strong agriculture industry, it is the strategic aim
of County Council and the Area Councils to support and promote the establishment of
secondary on-farm uses as a means of allowing the farmer to create a small business
to supplement family income.
The Tourism Oxford Business Plan values the Oxfordfresh website and Oxfordfresh
literature as core business services for tourism Oxford. The Plan seeks partnership
with OMAFRA for farm marketing initiatives and investment. Tourism Oxford puts on
an annual Oxfordlicious festival as a local culinary tourism project that showcases the
countys local food producers, local agri-businesses and generally promotes
agritourism in Oxford. The Oxford County Economic Strategy acknowledges the
agricultural industry as the majority of the economic base for the rural townships in
Oxford. The strategy understands that Oxfords agricultural base will continue to
grow and evolve and be a key component to the countys economy. The strategy
recommends that townships will be required to diversify their economic base through
new industrial and commercial development, which includes tourism-related
initiatives.
The Tourism Oxford Business Retention and Expansion Report surveyed tourism-
related organizations to probe for needs and opportunities of the local tourism
industry. The report concluded that the website and cooperative marketing of specific
tourism sectors i.e. agritourism provided cost-effective opportunities for the local
tourism industry. Under the leadership of OMAFRA the report also recommended a
BR+E program with the short term objective of providing extended community
support for local tourism businesses and long term objectives of developing tourism
strategies to formulate priorities in the industry. The program also looks to promote
discussion and ideas regarding new ways in which the tourism industry in Oxford can
be encouraged to thrive and be a vital economic force and to increase awareness on
the part of citizens regarding the many tourism events available in their own
backyard. Lower tier municipalities such as Tillsonburg have identified challenges in
their marketing effort as a tourist destination. The lack of clear, differentiating and
marketable identity limits the prospects of securing a major hotel/convention centre
and the ability to market the town effectively. Ingersoll found that their challenge
was to create an identity for their agricultural heritage due to the lack of engagement
from the farming community.
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Windsor-Essex County
Vision for Agritourism
Agritourism is defined in the Windsor-Essex region under recreation and leisure
which includes: Wine/Culinary Tourism, Agritourism, festival and events tourism, and
outdoor tourism. The vision for agritourism in the region is to promote major
agritourism related initiatives in the County, which include: wineries, the wine-route,
agritourism and the agri-route and buy-local initiatives.
Overview of Agritourism Initiatives
The Official Plan of Essex County encourages locating agritourism activities within
settlement areas but does permit them in agricultural areas that are directly related
to the farm operation. The Plan allows for the use of road side stands as a secondary
use on agricultural lands but requires that the product sold be grown on the same
land.
The Tourism Windsor-Essex-Pelee Island Business Plan lists agritourism as a part of
their recreation and leisure marketing development. Recreation and leisure are
deemed to have the greatest impact on tourists and thus are poised to receive
priority in marketing and packaging development. The Plan identified wineries as the
countys greatest tourist asset.
The Southwestern Ontario Vintners Association (SWOVA) is a collection of eleven
wineries in the county of Essex. SWOVA claims that the county is a winemakers
paradise blessed with exceptional soil conditions and a regional climate which offers
longer sun hours and greater heat unit is than any other in Canada. SWOVA works to
promote the region as well through a local attractions directory on their webpage,
linking the visitor to other tourism infrastructure such as restaurants,
accommodation and other things to do and see.
Essex County is the largest and most intensive greenhouse growing area in Canada.
As of 2006, there were 5,494,164 square metres of greenhouse area under glass or
plastic in Essex County - 47% of Ontario's total acreage. Essex County has 1,740
total farms - approximately 3% of Ontario's 2006 total. Over 1000 of these farms are
primarily oilseed and grain crops. The climate of Essex County allows for diverse fruit
production. Apples (1584 acres), grapes (1130 acres), peaches (343 acres) and
strawberries (80 acres) are the major fruit crops grown in 2006. The major vegetable
crop grown in Essex County is field tomatoes with 5733 acres in production in 2006.
In addition, the Essex County Federation of Agriculture lobbys to improve the
economic and social well-being of farmers in the county and provides members with
information and awareness on agricultural issues and the food system. The ECFA
hosts a Farm Hiker adventure every year, where visitors are welcome to navigate
their way to various featured agri-businesses and agritourists and shop locally and
gain an education around the re-localization of food. In addition, with funding from
Province of Ontario, the ECFA was able to develop a Buy Local map for Essex County,
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listing approximately 50 farms and farm-gate stores. While local food is also
promoted through the We Look for Local web portal. The web portal acts as an online
directory, with the aim of garnering awareness around the types of agritourism
assets each municipality in Essex County has.
Opportunity towards the development of agritourism exists in the county but is not
evident in several county plans. In the Leamington Economic Development Strategy
focus groups gave responses for concerns regarding the development of agritourism
and agribusiness ventures. The barriers they presented was the lack of brand, lack of
regional focus, signage, not focusing on diversity, lack of appropriate tours, not
taking advantage of the extended off season growth and taking tourism for granted.
5.1. Agritourism Market Readiness Matrix
This matrix summarizes the above discussion and demonstrates the relative strength
the SWOTC region has once tourism assets are discovered, enjoyed and maintained.
This matrix also provides a high level evaluation of the state of agritourism in the
region.
SWOTC Region by County
X = Present in the County
Agritourism designation in Official Plans X ** X X X X ** X
Agritourism specific strategy X*
Agritourism Initiatives (outside of local food
initiatives)X X X X
Inventory of Assets X X X X X X X X
Agritourism/Agricultural Boards/Committees X X X
Agritourism directions in Economic
Development StrategiesX X X X
Local Food Map X X X X X X X X
Local Food Website X X X X X X X X
Tourism Strategy/Business Plan/Leisure Plan X X X X X X X X
* Agritourism Gap Analysis
** OP currently being reviewed
Norf
olk
County
Oxfo
rd C
ounty
Chath
am
-Kent
Elg
in C
ounty
Essex C
ounty
Hald
imand
Lam
bto
n C
ounty
Mid
dle
sex
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6. Stakeholder Consultation
In order to gain a regional perspective on the issues, opportunities and challenges of
agritourism in the region, the project team conducted a series of telephone
interviews, focus groups and face to face meetings across the region. In total, over
150 members of the community shared their experiences, suggestions and
recommendations for building the agritourism industry across the region. For a list of
participants and transcribe of the stakeholder sessions please see Appendix A: Focus
Group Participants.
Stakeholders had a very strong interest in the agritourism priorities of SWOTC and
the project team made every attempt to gather as much stakeholder discussion as
possible. A number of themes have emerged from the discussions which have been
captured in the following summary.
6.1. Opportunities
Stakeholders expressed the following as the main opportunities possible for
agritourism development in the region.
1. Coordination and Collaboration
Stakeholders saw 'coordination and collaboration' as being the number one priority
for SWOTC. Reference was made to the collaboration of events in order to avoid
duplication. A large number of festivals and events take place throughout the region
and it was suggested that organizers work together to ensure they are not
duplicating events as well as communicating the possibility of combining particular
events or festivals. Furthermore, the operator network could provide assistance with
marketing, sales, building partnerships, offering outreach, building techniques and
sharing of best practices.
2. Networking and Communications
The exchange of information was also a major priority amongst stakeholders. By
creating an operator network it was felt that this could support increased
communications within the region. Additionally, identifying the inventory of assets
within the region and building on what already exists was suggested as a way to
build coordination and collaboration.
3. Map Regional Assets
A map of regional assets was recommended in order to clearly define the inventory.
4. Marketing programs
The way in which the new SWOTC conducts marketing was discussed by the majority
of stakeholders. It was felt that promotion and awareness of the region will very
important - especially in attracting international recognition.
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Regional tourism signage was widely discussed, as currently signage is developed on
a County basis in most cases. Stakeholders felt that signage should be consistent
and a standard should be developed for the appearance of the signs.
Building the overall experience of visiting SWOTC was discussed and it was felt that
building packages and complimentary experiences was needed when marketing to
potential visitors. It is not enough to offer one of two tourism products, the visitor
desires diversity in the true agritourism experience.
5. Education
Education was suggested to be a strong opportunity for the newly created RTO. In
this, stakeholders suggested that in order to build the agritourism industry, training
and education of tourism opportunities was needed for farm operators.
Additionally it was suggested that technology should be utilized to its maximum
potential, such as in the creation of a regional tourism website which would provide
increased opportunity for information accessibility. Stakeholders suggested that
inclusive listings (guides, web directories, etc) should be utilized to allow potential
visitors as well as operators to find accurate information easily.
Public awareness educational programs were suggested to be an important priority
for the SWOTC region. Reaching out to students, offering farm exchange programs
for kids and providing nutritional programs for self-sufficiency and appreciation for
healthier lifestyles are just a few of the methods suggested in allowing agritourism to
have an educational role.
6. Target Markets
Stakeholders suggested that in order to determine who the target markets were for
the SWOTC region, a series of actions needed to be completed. These included
developing a regional marketing strategy that links all of the various organizations
and partners. This strategy should focus on activities for the four distinct seasons
that this region experiences and should build on the experiences that meet the needs
of all age demographics.
In order to effectively gauge the level of tourism success as well as
increase/decrease of tourists it was suggested that a set of standard performance
metrics be established. This would allow the region to benchmark their progress and
quantify the markets and initiatives that have been successful as well as those in
need of improvement.
7. Tourism Infrastructure
In terms of infrastructure for the region there were a variety of responses received.
The most common response with regards to infrastructure was way-finding and
regional signage. As discussed above in 'Marketing', stakeholders suggested that
signage was one method in which infrastructure needed to be improved in order to
create a more tourist friendly destination.
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Encouraging visitors to stay overnight in the region, and longer is always a goal of
any tourism region. With that being said, stakeholders suggested that infrastructure
related to accommodations and food and beverage establishments needed
improvements. In some areas of the SWOTC region, these facilities were either
lacking, or required renovations or expansions. Moreover, some were simply just not
open at certain points of the year and this contributed to an overall fragmented
tourism destination.
While improving highway linkages (such as a highway similar to the 403 connecting
Niagara to St. Thomas) was suggested as an infrastructure improvement, creating
linkages within the region was also high on the priority list. Stakeholders cited
examples such as building a wine trail and creating more non-vehicular
transportation options such as a bike/walking path.
8. Integrated Communications Network
Building partnerships was the number one suggestion for creating an integrated
communications network. While much of this theme has been discussed in
'Coordination and Collaboration', stakeholders felt that building the regional
partnerships was very important and would open the doors needed in building
regional collaboration.
9. Product Development
Developing the product offerings within the SWOTC region was suggested to be a
priority. A number of suggested were discussed, such as:
Farm gate opportunities, farmers markets (experiences),
Culinary Tourism (Agri-food): All restaurants should be utilizing and
promoting local food products, Food and wine terminals
Recognition by the Province that we are the Premier food and wine
destination.
Culinary packaging would work best-connect the farms to the local
restaurants
Create a year-round destination
Regional standard developed for product development
Increased number of facilities, farmers markets, more on farm processing.
Wine tourism
6.2. Barriers and Obstacles
Stakeholders were asked what the top barriers and obstacles to developing agro-
tourism in the region were and replied the following:
1. Coordination amongst stakeholders
While coordination was suggested as an opportunity, it currently presents a barrier to
future success if not carefully developed. Stakeholders indicated that increased
collaboration is needed in the SWOTC region and that there is a lack of
communications region-wide. An example of this was indicated in the agritourism
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product providers. Many of the operators are operating in 'silos' thus discouraging
regional coordination.
Furthermore, it was suggested by stakeholders that currently there is a lack of
direction or vision for tourism. The tourism industry for the region is fragmented and
future success was suggested to be dependent upon gaining regional 'buy-in' and a
clear plan which indicates how all operators can work together.
2. Taxes and regulations
A large number of operators throughout the SWOTC region suggested that one of the
main barriers for tourism development was taxes and other regulations. This
included 'red tape' and bureaucracy. Each level of government requires individual
inspections, paperwork and follow-up and for some operators this additional 'work'
competes with the time normally dedicated towards their farm. Other items related
to taxes and regulations included;
Municipal and Provincial regulations that inhibit on-farm value-added
Insurance liability
Municipal support (if there is a lack of)
Infrastructure (regulations for new buildings, etc)
3. Skills, education and market 'readiness'
Stakeholders suggested that in general there is a lack of understanding of the
available agritourism opportunities within the region. Many of the farmers and
agritourism operators would like to be contributing to the region's tourism industry'
but they either are not quite sure how to do it, or do not have the time or finances to
become 'tourist ready'. This could include having regular hours of operation, public
washroom facilities and offering strong customer service.
In addition to this, it was suggested that there is a lack of business experience and
expertise amongst agritourism operators. Perhaps this fact could explain why some
stakeholders suggested that there is a disconnect between farmers, food suppliers,
restaurants and food buyers. This fact is contributing to the significant gap in the
field to fork value chain in the region.
4. Funding
While funding was take right off the table in terms of discussion of 'barriers' at the
regional focus group sessions, it still came up in telephone interviews. Many of the
stakeholders who participated in discussions suggested that funding can be difficult
to find and can be very time-consuming searching and applying for applicable
funding programs. In order to become 'business-ready' or 'tourist-ready' the
operators felt that funding would be extremely necessary in order to make the
necessary infrastructure improvements.
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5. Marketing
Marketing was considered a possible barrier to success if not developed properly.
Stakeholders felt that the way in which outsiders perceived the SWOTC region
needed to be improved. Lack of awareness about the opportunities in the region and
the overall brand was cited as an area needing improvement within and outside of
the region.
6. Seasonality
Stakeholders suggested that seasonality was an issue within the region. As a 4-
season destination, it was felt that the majority of festivals, events, and attractions
were only available to visitors during the summer months, therefore many jobs
within the region's tourism industry were also only seasonal and low-paying.
7. Tourism Infrastructure
While 'tourism infrastructure' was suggested above as an example of an opportunity
for SWOTC, it was also perceived as one of the region's current challenges.
Stakeholders suggested that onsite infrastructure such as handicap accessibility and
washroom facilities can be very expensive for operators.
6.3. SWOTC Support
When stakeholders were asked about the role that the newly created SWOTC board
could play, a variety of responses were suggested. Their top responses included:
1. Marketing/promotion
Regional tourism signage
Networking
Creating 'experiences' rather than just things to do.
Unified advertisements
Assistance developing key markets
Building regional packages
Market assessment (marketing gap analysis)
2. Education
Mentoring
Facilitating programs
Training operators how to be 'tourist-ready'
Research function: This could include a list of identified or potential
agritourism opportunities and best practices/trends in agritourism.
Education on SMART communities and how to leverage available tools.
3. Collaboration
Provide assistance in developing a communications network.
Reach out to sub-committees within each area of the RTO to gain a stronger
understanding of what is going on there.
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4. Leadership
Be the regional champion.
They can be our tourism 'voice'.
5. Product development
Help bridge the gap between farmers/food suppliers and restaurants/food
suppliers.
6. Advocacy & Business Retention
Support for new and existing tourism businesses.
7. Operator Handbook
Focus group sessions discussed the creation of an 'Operator Handbook'. Stakeholders
made suggestions as to what should be included in this handbook. The list includes:
It should be a comprehensive guide that ties together all relevant and current
resources for agritourism businesses.
Should be a 'how to' guide' for setting up new agritourism businesses (include
flow chart and financial evaluation, template of service, rules and regulations,
zoning guidelines and amendments, insurance policies, labour/employment
laws, etc).
Should include information on funding programs.
Education/customer service training.
Business support services (checklist for what is needed to become an
agritourism operator, list of resources available to make businesses market-
ready, resource guide, links to academic institutions, customer analysis, and
contact/supplier list.
Information about tourist's needs and trends.
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7. Product Potential
7.1. Viticulture and Fruit
Viticultural Background
Ontario has four primary viticulture areas:
Prince Edward County
Niagara Peninsula
Lake Erie North Shore
Pelee Island
Ontarios wine areas sit in the middle of the northern grape growing belt. As not all
wine growing regions are the same, the quality of the varieties will vary. The Vintner
Quality Alliance of Ontario (VQAO) has defined the Viticultural Areas (VA) in Ontario
that are capable of producing finer quality grapes. The areas that are currently
defined in Southwestern Ontario are Lake Erie North Shore and Pelee Island, which
fall within the SWOTC region.
The climate of Southwestern Ontario has the required weather of mild winters and
hot summers to grow French hybrid and traditional European varieties of grapes to
produce world class wines. The warming effect of the shallow water of Lake Erie
extends the growing season and promotes ripe fruit with a balance between
sweetness and acidity.
Viticultural Site Selection Factors
The two most important factors in selecting a site for wine grapes are climate
(including regional and local climates) and soil (including type and quality). These
factors are discussed in detail below.
Ideal Climate
The local climate is the primary factor that will affect the ultimate viability of a
vineyard. Wine grape varieties typically require a frost free period of at least 165
days, sunshine exceeding 1250 hours, and extreme winter temperatures not colder
than -24 C.
Generally, the climate of Southwestern Ontario is ideal for the growth of quality
grapes for wine production. Lake Eries north shore has the longest growing season
and highest number of heat units of all Ontarios Viticultural areas. Average monthly
temperatures in this region fall within the desired ranges that promote good growth.
Winter temperatures typically do not approach the extreme temperatures that will
damage vines, buds, blooms, and grapes during annual growth stages. It should be
noted that temperatures occasionally swing into critical ranges throughout a given
year, and as such existing or future vineyards will need a plan to mitigate impacts
associated with potential extreme temperatures.
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Due to the temperate growing season and large range of degree growing days, each
vintage varies depending on the season. Rain, humidity, cold, and drought can all
limit the ripening period; however Ontario has experienced several excellent vintages
in the past two decades. These vintage years are typically associated with growing
season that had degree growing days significantly higher than average. Another
advantage of the Southwestern Ontario climate is the consistently cold winters,
which provide reliable ice wine harvest from year to year.
Ideal Soil Type
As with any crop, soil type plays a major role in root development, water availability,
and nutrient uptake. Soil fertility is not as critical as soil structure, but ideal soil
structure is coarse with moderate slope, well aerated, and no restrictive soil layers.
The predominant soil types found in Southwestern Ontario are poorly draining clay or
clay loams which are not well suited for the growth of quality wine grapes. However,
there are bands and pockets of well drained sand or sandy loams that are better
suited to grow quality wine grapes. These areas are found along the north shore of
Lake Erie extending from Essex and Chatham-Kent to Elgin. Haldimand and the north
east corner of Lambton County also possess ideal soil types for wine growing.
Smaller pockets of the more desirable well drained sand or sandy loams soils are also
found in small isolated pockets throughout all the counties in Southwestern Ontario.
Fruit Production in Southwestern Ontario
Similarly to the viticultural regions, quality fruit growing regions require a unique
blend of climate and soil types to produce top quality fruits. Like grapes grown for
wine production; berry crops, such as strawberries, blueberries, and raspberries
thrive in well drained sand or sandy loams with the growing seasons of south-
western Ontario. In addition to berry crops and grapes, Ontario fruit growers grow a
variety of tree fruits including apples, pears, nectarines, and cherries, among many
others. Unlike wine grapes, all types of tree fruits can thrive in poorly drained soils,
such as silty loams.
A growing market for the use of fruit grown in Ontario is in the production of fruit
wines. Unlike wine produced from grapes in Ontario, there is no established or
recognized standard for fruit wines produced in Ontario. There are, however,
associations such as the Fruit Wines of Ontario, who are working to establish
standards of quality for fruit wines produced in Ontario, analogous to the VQAO.
Fruits typically used to craft fruit wines are apples, pears, peaches, cherries,
raspberries, strawberries, and cranberries.
Currently the vast majority of the grapes, peaches, nectarines, apricots, plums,
cherries and pears are grown in the Niagara Peninsula. Recently higher quality value
grape varieties have been planted in place of acreage that was utilized to produce
apples. Growers in south-western Ontario produce all types of tender fruits and
grapes. There are three fruit producing areas within Southwestern Ontario:
Essex/Chatham-Kent, Huron/Erie, and Haldimand:
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Essex/Chatham-Kent
The southernmost fruit producing area in Ontario aligns with wine grape growing
areas along the north shore of Lake Erie, with additional fruit production areas
around Lake St. Clair. As this region is the southernmost part of Ontario, this area
has the longest growing season of any, which favours high quality fruit production.
All types of tree fruits, berry crops and grapes are grown in this area.
Huron/Erie
This area runs north-south through Southwestern Ontario from the south shores of
Lake Huron through Lambton, Middlesex, and Elgin Counties to the north shore of
Lake Erie. The predominant fruit crop grown in this region are apples, but other tree
fruits crops such as pears, peaches, cherries and plums as well as berry crops are
also grown. These less common fruit crops are typically grown to meet local
demand.
Haldimand
This area is the easternmost recognized fruit region in Southwestern Ontario and
runs along the north shore of Lake Erie. Similar to the Huron/Erie area, apples are
the dominate fruit grown in this area. Berry crops are also extensively grown in this
region with most of the production being sold wholesale. Other fruit crops grown in
this area include pears, tart cherries, peaches, nectarines, and sweet cherries.
7.2. Hops
Hops Background
Hops are a hardy perennial vine with a permanent rootstock that is grown between
the 35th and 55th latitudes world-wide placing Southwestern Ontario in the middle of
the ideal hops growing zone. Like grapes grown for wine production, hops thrive in
well drained soils with the growing seasons of Southwestern Ontario. Hops can be
grown in poorly drained soils, as long as there is no pooling of water in fields.
Ideal Climate
Hops plants are hardier than most types of grapes grown for wine production and
can tolerate a greater degree of climates. Hops require only 120 frost free days, 45
less than wine grapes. Like grapes, hops require long days with direct sunlight that
are found in south-western Ontario between the 41st and 43rd latitudes.
Currently the major hops growing regions in North America are found in the west,
with the Kamloops region in BC leading Canadian hops production. However, hops
have been grown across Ontario with success. Hops have been grown in Prince
Edward County, one of Ontarios four recognized wine growing regions, since the late
19th century. Todays major hops growing regions are in drier climates with long
days of sunshine. Drier areas require there to be plenty of water available for
irrigation.
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Ideal Soil Type
Hops are a forgiving plant that will grow in most soil types. Hops prefer fertile, well
drained soils and cannot tolerate excessive moisture or ponding of water. Hops can
be grown in heavier, poorly drained soils provided there is topographic relief to drain
water from the fields. Subsurface drainage could be used to drain excess soil
moisture, however the root growth of the hops plant will likely be damaged and clog
the tile of the drainage system.
Similar to wine grapes, the predominant soil types found in Southwestern Ontario are
not well suited for the production of hops. Bands and pockets of well drained sand or
sandy loams that are better suited for the production of hops are found along the
north shore of Lake Erie through Essex, Chatham-Kent, Elgin and Haldimand
Counties and in the north east corner of Lambton County. Smaller pockets of the
more desirable well drained sand or sandy loams soils are also found in small
isolated pockets throughout all the counties in south-western Ontario.
Summary of Agricultural Capacity
Much of the SWOTC region is ideally suited to viticultural, fruit and berry and hops
production (refer to maps in Appendix B: Product Potential Maps). Most of these
crops require fertile, sandy or sandy loamy soils with excellent drainage. Hops in
particular require well drained soils. Many areas along the north shore of Lake Eire
including Essex, Chatham-Kent, Elgin and Haldimand possess these ideal soil types.
These areas also have the longest growing season and warmest days in Ontario, also
essential qualities for wine, fruit and hops production. Essex and Chatham-Kent are
already one of Ontarios leading wine regions while the entire region is well known
for its fruit and berry production. There is excellent potential for expanded production
of grapes, fruit and berries as well as hops. Given the regions agricultural capacity
and proximity to the GTA, it is ideally suited to wineries and craft breweries.
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8. Summary and Recommendations
Based on the background review, data and consultation results, the following section
summarizes the key related to agritourism development in the SWOTC region. The
region demonstrates clear opportunities in agritourism based on the climate and
location in Ontario; allowing for the longest growing season in the province.