on-farm marketing in ontario 2012

© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)

0 ON-FARM MARKETING IN ONTARIO

2012 FEATURE REPORT

ON-FARM MARKETING IN ONTARIO 2012 FEATURE REPORT

Commissioned by the

Ontario Farm Fresh Marketing Association (OFFMA) 2002 Vandorf Rd., Aurora, ON L4G 7B9

with funding support from

and

Horticulture Crops Ontario

Research & Analysis by

Experience Renewal

©OFFMA, 2012


2


3

Table of Contents

President’s Message 4

Acknowledgement Page 5

Project Background + Methodology 6

2011 OFFMA Customer Profile 16

On-Farm Market Experience 31

Current Farming Movements + Trends 49


4


5

President’s Message

The Ontario Farm Fresh Marketing Association (OFFMA) was founded in 1973 as a not-for- profit, educational and promotional organization. Its general membership consists of dedicated Ontario farmers with an enthusiastic interest in promoting and marketing the direct farm sales industry, which includes on-farm markets, agri-tainment, Community Supported Agriculture (CSAs) and pick your own operations. OFFMA members are agri-preneurs, growers and business people dedicated to increasing consumer confidence by producing fresh, top quality, healthy food in a safe, fun, friendly and family oriented environment. The OFFMA Board of Directors is composed of farmers elected by the membership.

Much has happened in the three years since the last study about on-farm marketing was conducted. Local food and support of local farmers has had an almost meteorical rise in the consciousness of the consumer. More and more farmers are looking at direct farm marketing as a viable alternative to growing and selling food on a wholesale basis. OFFMA’s membership has close to doubled and technology is making it easier to reach out to consumers in a relatively cost efficient way. In order to gauge the impact of these changes 1411 consumers were surveyed about their thoughts on visiting a farm. The information collected will assist direct farm marketers to see opportunities for their businesses and further work on their strengths in order to offer a premium product to consumers.

Surveys were also sent to three hundred OFFMA members. With an astounding response rate of 45%, 135 members provided information about their businesses, their challenges and why they continue doing what they are doing. OFFMA’s Board of Directors will work with this information to develop new, beneficial and relevant membership programs.

On behalf of OFFMA’s Board of Directors, I would like to express my thanks for the financial support of the Province of Ontario and Horticulture Crops Ontario. It was integral in making this report a reality. I would also like to acknowledge the participating direct farm marketers, and the customers who completed the surveys. Their efforts helped tremendously in creating this comprehensive report.

Jesse Lauzon

2011-13 OFFMA President


6

Acknowledgement Page The Ontario Farm Fresh Marketing Association (OFFMA) gratefully acknowledges the support of the following partners in the completion of this report:

The Province of Ontario

The funding for this report was delivered through the Farmers’ Market Strategy, part of the Growing Forward Initiative. The grant is only part of the support OFFMA enjoys from the Ontario Ministry of Agriculture, Food and Rural Affairs. Personnel from various divisions have worked diligently to make the direct farm market industry a success in Ontario. That success helps to fuel the rural economy and keeps jobs in rural Ontario.

Horticulture Crops Ontario

Horticulture Crops Ontario is a partner in the Ontario Fruit & Vegetable Convention. Profits from the Ontario Fruit & Vegetable Convention are re-invested in projects that help to move the industry forward. Funding towards this project is appreciated and acknowledged.

The OFFMA Board of Directors

Sincere thanks to the OFFMA Board of Directors: Jesse Lauzon-President, Steve Smith-Vice-President, Amy Strom-Past President, Hollis English, Leslie Forsythe, Jay Howell, Brian Hugli, Marg Land, Colleen Pingle, and Geri Rounds. They volunteer their time to help move the industry forward. Their support and commitment of this project contributed significantly to the information presented.

Participating OFFMA Members

Forty OFFMA members willingly offered their businesses as a place to conduct consumer surveys. Thank you for accommodating the ERS staff who conducted the surveys and for being such wonderful hosts. There was a good cross section of different types of businesses from different geographic locations to provide a truly representative snapshot of what is happening in direct farm marketing in Ontario.

Participating On-Farm Consumers

Thank you to the approximately 1500 consumers who took the time to complete the survey and provide their feedback during their on-farm experience. Their honest participation and feedback was essential to the completion of this study and ultimate report.

Experience Renewal Solutions (ERS)

This report represents the third project that OFFMA has partnered with ERS. The partnerships have been mutually beneficial. The work produced has been relevant and insightful. Thank you for taking on this challenge.


7

Project Background + Methodology


8

Project Background + Methodology

• In 2008 the Ontario Fresh Farm Marketing Association (OFFMA) commissioned a study to gain insights into their customer’s on-farm experience in order to understand relevant trends and develop appropriate business strategies

• ERS was pleased to partner with OFFMA again in 2011 to carry out a benchmark and trending study of the on-farm experience for customers through an in-experience customer survey at 40 selected Farm Fresh member farms

• The 30 farms visited in 2008 (September & October on weekends) were given priority to be visited again in 2011. In 2011, visits were from April to October during weekdays as well as weekends. The remaining 10 farms were chosen based on farm type/season and location

• A team of ERS Ethnographers visited each farm for between 1 and 3 days between April 2011 and October 2011

• Please see the following pages for a detailed list of 2011 participating farms, in order of visit

ERS ethnographer interviewing on-farm customers


9

Farm Market Sample Definition

Farm Type (Dominant Product) Sample Size

Agritainment Only 2

Berry Farm 13

Honey 1

Market Vegetable 10

Meat 2

Orchard 8

Sugar Bush 2

Organic 2

• In 2011, the sample was designed to represent each season between April to the end of October.

• In the earlier months of summer (and some of spring) the sugar bushes, and berry farms were visited.

• In the later part of July and August, market vegetable farms, honey, and a few meat farms were visited.

• In the fall months, the remaining farm types, primarily the apple orchards, were visited.


10

Stanley’s Olde Maple Lane Saturday April 9th, 2011

Jakeman's Maple Products Friday, April 1st – Saturday April 3rd,

2011

Springridge Farm Friday June 10th, 2011

Andrew’s Scenic Acres Wednesday June 15th, 2011

Mapleton’s Organic Friday June 10th- Saturday June 11th,

2011

Downey’s Farm Market Thursday June 16th & Saturday June

18th, 2011

1. 2. 3.

4. 5. 6.


11

Whittamore’s Farm Friday June 17th, 2011

Reesor Farms Friday June 17th, 2011

McLean Berry Farm Wednesday July 6th, 2011

Willowtree Farm Market Thursday July 7th, 2011

Barrie Hill Farms Wednesday July 6th, 2011

Brooks Farms Thursday July 7th, 2011

7. 8. 9.

10. 11. 12.


12

Forsythe Family Farms Friday July 8th, 2011

Puddicombes Estate & Winery Friday July 8th, 2011

Berry Hill Fruit Farm Wednesday July 13th, & Thursday

August 4th, 2011

Kent Kreek Berries Thursday July 14th & Thursday

August 4th, 2011

Clovermead Apiaries Wednesday July 13th, 2011

Rounds Ranch Wednesday July 20th & Saturday

August 6th, 2011

13. 14. 15.

16. 17. 18.


13

Leaping Deer Adventure Farm Wednesday August 3rd & Sunday

August 7th, 2011

Parks Blueberries Friday July 29th & Saturday July 30th,

2011

Valley Farm Market Friday August 5th, 2011

Hewitts Sweet Corn Saturday August 6th, 2011

Stonehaven Market Friday August 5th, 2011

Williamson Farms Sunday August 7th & Saturday

October 1st, 2011

19. 20. 21.

22. 23. 24.


14

Herrle’s Country Market Thursday August 11th, 2011

Strom’s Farm Thursday August 11th, 2011

McCully’s Hill Farm Friday August 12th & Saturday

October 1st, 2011

Farintosh Farms Friday August 12th, 2011

O’Shea’s Farm Friday August 12th & Saturday

October 1st, 2011

Heatherlea Farm Market Saturday August 13th, 2011

25. 26. 27.

28. 29. 30.


15

Cannamore Orchards Friday September 23rd, 2011

Smith’s Apples & Farm Market Saturday September 17th, 2011

Saunders Farm Saturday September 24th, 2011

Orchalaw Farms Saturday September 24th, 2011

McMaze Sunday September 25th, 2011

Organics Family Farm Sunday September 25th, 2011

31. 32. 33.

34. 35. 36.


16

AppleLand Station Sunday October 2nd, 2011

Brantview Apples & Cider Saturday October 15th, 2011

Chudleigh’s Apple Farm Friday October 14th & Saturday

October 16th, 2011

Frootogo Orchards Friday September 30th, 2011

37. 38.

39. 40.


17

2011 Customer Profile


18

Demographics

33%

64%

31%

69%

Male Female

2008 n= 1075 2011 n= 1411

0%

3%

26%

37%

22%

10%

0%

3%

20%

23%

33%

21%

Under 18 18-24 25-34 35-49 50-64 Over 65

2008 n= 1075 2011 n= 1411

Gender Age

Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data

- Customer group is aging and more female dominated


19

Ontario Population Comparison

23%

7%

14%

22%

20%

14%

0%

3%

21%

33%

23%

20%

Under 18 18-24 25-34 35-49 50-64 Over 65

*Ontario Population n=13.4M Survey Sample 2011 n= 1411

* source: http://www.fin.gov.on.ca/en/economy/demographics/projections/table4.html

• The group composition of the on-farm market customer sample, was representative and comparable to the Ontario population demographics


20

Group Composition

14%

11%

21%

50%

0%

31%

8%

19%

39%

2%

Individual Friends Couple/ Spouse Family Other

2008 n= 1075 2011 n= 1411

- Our sample in 2011 was composed of more individuals visiting OFFMA farms than in 2008

- There were a higher percentage of families visiting OFFMA farms in 2008 then this year which may be as a result of more visits during the week in 2011.

Other: Bus Driver, Camp

Councilor, Day Care, School

Group, Seniors Group, Work

Function



21

Group Composition – Weekends

14%11%

21%

50%

0%

22%

9%

23%

45%

2%

31%

8%

19%

39%

2%

Individual Friends Couple Fami ly Other

2008 Weekend 2011 2011

- There were 6% more families visiting farms on only weekends compared to the average of weekdays and weekends in 2011

- The amount of individuals visiting farms on weekends only was higher than in 2008


(entire sample)


22

Group Profile

Including yourself, how many adults did you come with today? - The majority of visitors

came alone or with one other person – few groups of 3 or more

24%

58%

9%6%

3%

40%43%

7%5% 5%

1 2 3 4 5+

2008 n= 1075 2011 n= 1411



23

Group Profile – Weekends

24%

58%

9%6%

3%

27%

49%

9% 8% 6%

40%43%

7%5% 5%

1 2 3 4 5 or more

2008 Weekend 2011 2011

- On the weekend only

days, there were more people that were in groups with four or more people than the averages of both 2008 and 2011

Including yourself, how many adults did you come with today?


(entire sample)


24

Visitor or Resident?

Do you consider yourself a permanent resident, visitor, cottager or tourist of this particular area?

- While the majority of

customers are permanent residents of the area, about a third are just visiting the area

67%

29%

3%1% 0% 0%

70%

25%

4%1% 0% 0%

Permanent

Res ident

Vis i tor Cottager Touris t Student Other

2008 n= 1075 2011 n= 1411



25

Life in Ontario Source: OFFMA 2011 Consumer Survey

- OFFMA farms are

attracting long-term Ontario residents – the majority of visitors have either lived in the province their whole life or have lived here for more than 11 years

- There is a great opportunity to attract new comers to the farm

All my life / Born in

Ontario, 72%

11 years

or longer, 20%

I don't live in

Ontario, 3%

1 to 5 years, 2%

Newcomer / Less

than one year, 0%

6 to 10 years, 3%

n=1411

How long have you lived in Ontario?

Kent Kreek Berries


26

Ethnicity Source: OFFMA 2011 Consumer Survey

East Indian, 1%

Hispanic, 1%

Asian, 4%

African Canadian, 1%

Arabic / M iddle Eastern, 1%

Caucasian, 92%

Aboriginal / Native, 0%

- The majority of visitors

to OFFMA farms are Caucasian – a very small portion of traffic belongs to other ethnic groups

n=1411 Reesor Farm Market

South Asian , 1%


27

3%

13%

80%

2% 2%

5 - I would

shop here

much more

often

4 - I would

shop here

more often

3 - It would

have no

impact

2 - I would

shop here

somewhat less

often

1 - I would

shop here

much less

often

- The availability of more

ethnic foods at On-Farm Markets would have no impact on the majority of customers interviewed

- However, 16% of customers said they would shop at the farms more often or much more often if more ethnic food was available

Ethnic Product Variety

If more international or ethnic foods were available at this On-Farm market, what impact would that have on how often you shopped here, on a scale of 1

to 5 where 5 is much more often and 1 is much less often?

Source: OFFMA 2011 Consumer Survey

n = 1411


28

Transportation


100%

0% 0% 0% 0%

96%

3%0% 0% 0%

Private Vehicle Tour/School bus Trans i t Walk/Bike Other

2008 n= 1075 2011 n= 1411

How did you get to this farm today?

Given the higher percentage of customers who visit farms in private vehicles, parking is an important consideration for any on-farm activity.


29

Trip Time

How many minutes would it take you to get to this Farm Market from your home?

- Almost three quarters

surveyed are willing to drive 11 – 45 minutes to get to a farm

- 8% travelled an hour or more to get to an OFFMA farm

29%

47%

14%

2%

7%

20%

60%

12%

1%

8%

<10 11-30 31-45 46-59 60+

2008 n= 1075 2011 n= 1411



30

Visit Frequency

How often do you visit this On-Farm market?


- OFFMA farms are

attracting a lot of first-time visitors – a third of customers were visiting the farm for the first time

- More than half of customers in 2011, visit the farm twice or more times a year

29%

23%

19%

7%

10%

13%

30%

19%20%

7%

9%

15%

First Time Rarely

(once/year)

Occasionally

(2-3 times a

year)

Often

(once/month)

Frequently (2-

3 times a

month)

Regularly

(once a week

or more)

2008 n= 1075 2011 n= 1411


31

Return Visits

- 68% of customers

interviewed in 2011 said they would be back to that farm later in the season

- More customers in 2011 plan to visit the farm again this season compared to customers interviewed in 2008

When do you plan to return to this farm?

26%

14%12%

40%

0%

8%

35%

14%

19%22%

1%

9%

Within two

weeks

Within one

month

Later this year Next year Never again Unsure

2008 n= 1075 2011 n= 1411



32


33

On-Farm Market Experience


34

36%

15% 15%

20%

11% 11%

5%

11%

3% 3% 1% 1% 2% 1% 1% 1% 2% 0% 1% 0%

48%

16%13% 13% 11% 11%

6%3% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% 0% 0%

A s

pec

ific

pro

du

ct

Fres

hn

ess

of

pro

du

ce

Fun

exp

erie

nce

fo

r th

e fa

mily

Oth

er

Pic

k-yo

ur-

ow

n

Kid

s lo

ve it

Go

od

tim

e in

th

e co

un

try

Trad

itio

n/

I alw

ays

com

e h

ere

Fres

h b

aked

go

od

s

Imp

ort

ant

for

kid

s to

exp

erie

nce

th

e fa

rm

Farm

an

imal

s to

vie

w

Att

ract

ive

ou

tsid

e ap

pea

ran

ce o

f th

e

mar

ket Sp

ecia

l occ

asio

n

Frie

nd

lines

s an

d s

ervi

ce o

f th

e Fa

rm s

taff

Pla

y ar

ea

Gro

wn

rig

ht

on

th

e fa

rm

Var

iety

/ s

elec

tio

n o

f p

rod

uct

s

Din

ing

op

tio

ns

I do

n't

kn

ow

Pri

ce/

Val

ue

2008 n= 1075 2011 n= 1411

Visit Motivation Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data

What motivated or influenced you to visit this On-Farm market today? (Aided)

Other: Birthday Parties, Group Function, Driving-By

*NOTE: respondents could select more than one answer


35

39%

12%

20%

17%

7% 8% 7%

2% 3%1% 1% 0% 0% 1% 0% 0% 0%

41%

27%

13%

9% 7% 7%

3% 2% 2% 1% 1% 1% 1% 0% 0% 0% 0%

Wo

rd-o

f-m

ou

th

Dri

vin

g b

y -l

oo

ked

inte

rest

ing

I liv

e h

ere

Ro

ad S

ign

Oth

er

Inte

rnet

New

spap

er A

d

New

spap

er/m

agaz

ine

wri

te-u

p s

tory

Sch

oo

l To

ur

Rad

io

Bro

chu

re

Bu

s to

ur

sto

p

New

slet

ter

/ d

irec

t

mai

l

TV

Trav

el /

to

uri

sm

agen

t

reco

mm

end

atio

n

Co

up

on

Spo

nso

rsh

ip f

arm

spo

nse

red

tea

m

2008 n= 1075 2011 n= 1411

Farm Awareness

How did you first learn about this On-Farm Market


- In 2008 the top three types of awareness were “Word of mouth“ (39%), “ I live here” (20%) and “Road Sign” (17%). In 2011, “Word of Mouth” still is the highest at 41%, but “Driving by and it looked interesting” is second with 27% and third with “I live here” at 13%

Other: Always Knew, Don’t Remember


36

54%

30%

12%

3% 2%

61%

24%

10%

3% 2%

Extremely important Somewhat important Neither important nor

unimportant

Somewhat unimportant Not at all important

2008 n= 1075 2011 n= 1411

Importance of Purchasing Directly from Farm

Please rate the importance of buying directly from the farm on a scale of 1 to 5 where 1 is not at all important and 5 is Extremely important?


- Buying directly from a

farm is important to customers, with 85% Top 2 Box Importance Scores and only 15% Bottom 3 Box Scores


37

Importance of Purchase Directly from a Farm

48%

38%

10%

9%

9%

7%

5%

3%

2%

1%

1%

1%

1%

Support Local Farmers/Community

Fresh

Local Product/Produce

Better Tastes/Quality

Not Important

Convenience/Accessible

Healthier

Organic

Good Price

Trust Produce/Farmer

Reduce Carbon Footprint

Expensive

Natural/Outdoors

Source: OFFMA 2011 Consumer Survey & Coded Verbatim

Why do you say that?

• Major growth in mentions of “Healthier”, “Organic” and “Freshness” in 2011

2011 2008

n= 1411

*2011 sample only - verbatim were not comparable to 2008 as coding reflects

the customer responses

Reasons for buying from a farm importance rating? (coded verbatim)

42%

30%

9%

8%

4%

3%

3%

1%

Better taste / quality

Support local farmers / producers

Healthier

Trust local produce / farmers

Reduce carbon footprint / 100 mile rule

Does not matter to me

Price is more important to me

Friendliness of farmer

Overall n= 1075


38

47%

40%

4%6%

4%

17%

1% 2%

5%

1% 1%4%

1% 2%0% 1% 0%

57%

6% 5% 5% 5% 4% 4% 3% 3% 2% 2% 2% 2% 1% 0% 0%

25%

36%

25%

Fru

its

Veg

etab

les

Bak

ed g

oo

ds

Mea

t/ m

eat

pro

du

cts

Snac

k b

ars/

rest

aura

nts

Jam

s Je

llies

Pre

serv

es

Agr

itai

nm

ent

Eggs

Dai

ry P

rod

uct

s

Can

dy

Map

le p

rod

uct

s

Tea/

Co

ffee

Ho

ney

Spre

ads

and

dip

s

Art

s/cr

afts

/can

dle

s

Spec

ialt

y Fo

od

Her

bs

and

Sp

ices

Smo

ked

Mea

t

2008 n= 1075 2011 n= 1411

Products Purchased Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data

Can you identify the categories of products or services you have purchased or intend to purchase today?

57%

36%

25%

Fruits

Vegetables

Baked Goods

(unaided – respondents can choose more than one response)

Seasonality Impact

Change in customer definition – now more likely to call it “Family Fun”


39

Average Spend

How much have you spent or do you intend to spend at this On-Farm market today?

5% 6%

26%

48%

12%

3%

7% 7%

25%

52%

6%

2%

None Up to $5 $6 to $15 $16 to $50 $51 to $100 Over $100

2008 n= 1075 2011 n= 1411

- Cash purchases have

decreased – debit and credit card purchases have increased slightly since 2008


Average Spend $28.34


40

- Most customers use

cash for their on-farm purchases – consistent between 2008 and 2011

- The number of customers using debit and credit also stayed consistent between 2008 and 2011

Method of Payment

80%

19%

7%

69%

21%

9%

Cash Debit Card Credit Card

2008 n= 1075 2011 n= 1315


*Asked of customers who made a purchase or who intended to make a purchase that day

How did you / will you pay for your purchases?

* Percentages add to be over 100% due to multiple response option

Note: 24% of responding OFFMA members offer credit card and 37% offer debit


41

Value Received

Considering how much you spent at the Farm today how would you rate the value of goods and or entertainment you received on a scale of 1 to 5….

55%

34%

10%

1% 0%

57%

29%

12%

2% 0%

Excellent Value Good Value Fair Value Poor value Very poor value

2008 n= 1075 2011 n= 1411

- Most customers

consider the goods and entertainment they receive at OFFMA farms to be good or excellent value



42

Loyalty

Based on your overall experience here today, how likely would you be to recommend this On-Farm market to a friend or a neighbor on a scale from 1 to 5, where 1 is “Not at all likely” and 5 is “Extremely Likely”


78%

17%

3% 1% 0%

79%

16%

3%1% 0%

Extremely likely Likely May or may not Not very likely Not at all l ikely

2008 n= 1075 2011 n= 1411

- Loyalty to farms

surveyed is very high, with the majority of customers giving the farm top-box score


43

On Farm Success

42%

16%

12%

12%

11%

8%

7%

7%

4%

4%

3%

3%

2%

1%

1%

Products/Produce

Children’s Activities

Everything

Experience/Atmosphere

Friendly/Comfortable

Service

Organized/Clean

Agritainment/Activities

Marketing/Advertising

Family Oriented

Pick-Your-Own

Staff

Educational

Other

Organics

Source: OFFMA 2011 Consumer Survey Coded Verbatim

n=1411

What do you believe this farm is doing well?

• 42% of the customers thought that the products and produce which was available on farm was the strength of the farm

• Secondary to that was the availability of children's activities at 16%

(coded verbatim)


44

On Farm Strengths Source: OFFMA 2011 Consumer Survey


“I'll say, creating events beyond the food and food organizations, create community and a family experience. I'm seeing a lot more organization of community in the food business, and you know we live crazy busy lives. I was at a lecture about the death of the family meal so I think it is important that we are able to get that time anyway we can, I like the experience I have here.”

“Their beef is excellent quality. I know the cows are being raised properly, the chicken pot pies are delicious. I have never been disappointed with the selection of products, every time I buy something new I love it - never been disappointed! ”

“It’s a great destination farm, we don't mind driving out here from Toronto for this experience.”

“I really love this place, I've been to other farms in the area but the quality just doesn't compare, you can tell it’s a family farm and they care about their products.”

“Grows marvelous produce, the people who work here are knowledgeable and friendly, and the food is displayed very well. Most importantly, they seem to be a prominent voice in the local agriculture

industry.”

“They do good with their corn and their maze. They have a good advertising system - it's colourful, and it's always out there, with their road signs and they have beautiful pamphlets. The pamphlets are in some

of the tourist places.”

“I think they do everything well. My daughter was here on the weekend and said there is lots for a family to do, she said they spent the whole day here. That it's not commercialized, it's affordable, unlike African

lion safari. We were going to take the kids there last week but it was way too expensive.”

“The feeling of the place - the atmosphere is great! I am all about the experience, the food, the venue the shops were all great, and better than I had expected.”


45

On Farm Success Source: OFFMA 2011 Consumer Survey


“I think it just provides entertainment. I like the learning. I come with the kids to get them out of the house and off the computer and out where they can learn. And I like the bees and the learning and seeing the honey. And also being able to purchase the honey on the farm.”

“This farm, I think definitely the baked goods and the local produce - I haven't tried the meats, but they have a good variety, like with the elk and bison, just the different types. I can get beef everywhere, so here they have different stuff.”

“The people here make the experience. I know the farmer who grows the produce - you know the guy who grows the stuff, therefore you know the product. When you go to IGA you don't have that feeling, those teenagers don't know anything. I trust the service and quality.”

“I always recommend that people come here. It’s a great place for families new to Canada to experience outdoors, I drive to farms all over and this one I always recommend.”

“This is my first time here, but I just loved the road side sign, it was so inviting, and there was lots of parking - I will definitely be back.”

“They have a good balance between everything - like some farms are too strict such as they say for the picking it has to be between the flags and here they just direct you to an area. So it's a good balance

between customer service, satisfaction and their own interests.”

“Everything! They are very polite, and the corn – all the produce is always fresh. I feel comfortable here. It is family run and everyone's really friendly - I am sure you have noticed. Really good organization. I've seen

her set up with a tent 20 years ago, to a building to kids birthday parties.”


46

On Farm Opportunities

59%

12%

6%

4%

3%

2%

2%

2%

2%

2%

2%

1%

1%

1%

1%

1%

1%

1%

0%

0%

Nothing/Cant think of anything

Improve selection of products/Variety

Lower Prices/Admission cost

Improve activities/Events

Other

Improve marketing/Advertisement

Signage

Accessibility

Improve Animal Care/More Animals

Open Longer (Hours/Yearly)

More Organics

Cleanliness/Presentation

More Space

Parking

Organization

Washrooms

Environmental/Greener

More Staff

Free samples

Crowds

Source: OFFMA 2011 Consumer Survey Coded Verbatim

What do you believe that this farm needs to improve on?

n=1411

• 59 % of customers had nothing or couldn’t think of anything that the farm they were visiting could improve on

• The strongest suggestion was to improve selection of products at 12%


47

On Farm Opportunities Source: OFFMA 2011 Consumer Survey


“When you arrive, there should be more signs telling you where to go, and where everything is because even though there are signs they are too far apart and not where you need them. So more directional improvements, rather than signage.”

“More farms should be encouraged to go organic, all the retailers to support organic.. There should be a limit on where you bring them from, like limit the parameters. South African apples, that's too far and it really makes an impact on the environment.”

“If they had more places to sit more people would stick around and spend money. I know I've been here before and left to go somewhere else because we couldn't sit down.”

“More produce selection - but that’s not their fault, it has been a bad season.”

“More marketing, and more advertisements from outside the community. They do a great job around the community, but it would be nice to capitalize on the cottagers that come into town.”

“Ingredient lists available, because my daughter has a lot of allergies, so it would be nice to be able to see what I'm buying her.”

“So that it's not so messy in the parking lot.”


48

On Farm Opportunities Source: OFFMA 2011 Consumer Survey


“Maybe a bit more for adults. There's lots for kids and I know it's a kids’ place. And more shade and more seating. It's hard to find a place to sit. Even in here there's a picnic table but there's no shade. Just to give you a better idea, last year we were here, we got lost in the corn maze and we were really far out for really long and it was bad. Other than that, it's an awesome and wonderful place.”

“Washrooms could be finished by now (it’s under construction at the moment).”

“I think that it's not open enough days or hours, if they could do that I'd definitely come more often.”

“Maybe they could lower prices. Some prices seem drastically more expensive. Not the apples and baked goods but the other products like the teas and honeys. Seems like it is drastically more expensive than at a normal store.”

“I was disappointed. There was nothing to pluck and climb the trees with and they were too tall. There were also no signs telling you where to go.”

“The train doesn't come enough and this year's admission went up. Our friends were going to come but they didn't cause it went up! We're probably not coming back. Like, it would cheaper for me to stay home, but, this is supposed to be a family place. The parents shouldn't have to pay, like we don't

go on the sand hill.”

“No it's beautiful. Maybe some crowd control, it’s very busy on weekends and there's a lack of products and parking. They need to accommodate the rush.”


49

Suggestions for Improvement

What suggestions do you have for making your experience at this On-Farm Market more rewarding?


75%

6%2% 4% 2% 1% 1% 0% 0% 0% 0% 0% 2% 0% 0% 0% 0% 0% 1%

7% 6% 5%2% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 0% 0%

68%

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Dif

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ate

r va

rie

ty o

f go

od

s

2008 n= 1075 2011 n= 1411


50

OFFMA Mobile App

If there was a Mobile App available which allowed you to find farms using your mobile phone, is this something you would use?


- Reaction to a mobile

app was mixed, with slightly more than half of customers saying that they would not find the app useful

No, 53%

Yes, 47%

n=1149


51

Current Farming Movements +

Trends


52

Concept of “Local” Source: OFFMA 2011 Consumer Survey

What does the term “local” mean to you?


53

62%

28%

7%

2%1%

5 - Extremely

Important

4 - Somewhat

Important

3 - Neither

Important nor

unimportant

2 - Somewhat

unimportant

1 - Not at all

important

“Local” Importance

How important is the concept of “local” to you on a scale of 1 to 5, where 1 is “Not at all important” and 5 is “Extremely important”

n = 1411


- Buying local is

important to OFFMA customers

- 90% of customers ranked local to be in the top two box of importance


54

“Local” Purchase

In terms of a percentage, how much more are you willing to pay for locally grown or produced products?

n = 1411

13%

52%

13%

8%6% 7%

zero Under 25% 25 to 49.99% 50 to 74.99% 75 to 99.99% 100%


- More than half of

customers are willing to spend up to 25% more for locally grown or produced products

- 34% are willing to pay more than 25% for locally grown products


55

Concept of “Certified Organic” Source: OFFMA 2011 Consumer Survey

What does “Certified Organic” mean to you?


56

Importance of Certified Organics

How important is “Certified Organic” to you on a scale of 1 to 5 where 1 is “Not at all important” and 5 is “Extremely important”?

n = 1411


- The response to

Certified Organic was divided – it’s important to some (42% of customers) but the majority of customers (58%) do not deem it to be important

21% 21%

25%

12%

21%

5 - Extremely

Important

4 - Somewhat

Important

3 - Neither

Important nor

unimportant

2 - Somewhat

unimportant

1 - Not at all

important


57

Specific Organic Purchases

n = 103

- Fruits and vegetables were the most popular organic products purchased

43%

27%

21%

11% 10%8% 7%

4%2%

Org

anic

Fru

it

Oth

er

Org

anic

Ve

geta

ble

s

Org

anic

Be

ef

Org

anic

Pro

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Pro

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Org

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Po

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Org

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Mil

k

Org

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rk

Org

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Egg

s

Which of the following types of organic products did you – or do you intend to purchase at this On-Farm Market today?


Other: Baked Goods, Dairy Products


58

Agricultural Movement Importance How important are each of the following to you? On a scale of 1 to 5

where 1 is “Not at all important” and 5 is “Extremely important”

n = 1411


1% 4% 5% 7%

19%

2%4%

6%

9%

9%

16%

20%21%

22%

23%

24%

28%

28%

20%

65%

53%

43%39%

30%

1%

The “Buy Local” trend CSA (Community

Supported Agriculture)

The 100-mile radius

trend

The Natural food trend Organic food trend

1 - Not at all important 2 - Somewhat unimportant 3 - Neither Important nor unimportant4 - Somewhat Important 5 - Extremely Important

- Buy Local is the most important trend with nearly two thirds of customers rating extremely important.

- The organic food trend is

much less important to customers with more than half not considering it important.

- CSA (Community

Supported Agriculture) and 100 Mile Radius followed Buy Local in popularity – all of which were “local” movements.

on-farm marketing in ontario 2012

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