ONTARIO OVERVIEW J o h n Ke l l y, P h D E xe c u t i v e V i c e P r e s i d e n t
WEATHER IN 2015
FROST DAMAGE, MAY 23, 2015 • Affected fruit trees and vines, as well as field vegetable crops planted prior to May 23, 2015
CPMA CHC on the Hill 2015 PROMOTION – FOODLAND ONTARIO Queens Park Farmers Market 2015
CREATING DEMAND – MASS MARKETING Results from the 2014/2015 Campaign: Television – 91% of our target audience saw the commercials on • average 20 times. Radio – aired in 32 English markets and 8 French markets over 15 • weeks Billboards – achieved 97 million impressions • 5
CREATING DEMAND – DIGITAL MEDIA From 2014/15 fiscal: • Website – ave 1,530 visits per day; 1.2M unique page views • Facebook – over 159K fans. 5-7% engagement • Twitter - over 27K followers. 5% engagement • Pinterest – ave 5,200 viewers per month • YouTube – generated 103,000 views annually • Combined – almost 40M impressions and over 195K interactions with 174K unique users • Instagram – over 1,100 followers since launch (Sept 1, 2015) 6
CREATING DEMAND – DIGITAL MEDIA 7
CREATING DEMAND – PUBLIC RELATIONS In 2014-15 • 158 TV appearances • 1,231 Print articles • Reaching 33.6 Million consumers • $21.2 Million total editorial value 8
CREATING DEMAND – RESOURCES 9
INFLUENCING AWARENESS – LOCAL FOOD WEEK 10
FRESH FROM THE FARM HEALTHY FUNDRAISING FOR ONTARIO SCHOOLS • 28 School boards • Algoma to Windsor Essex • 465,000 pounds of root vegetables and apples were sold to school communities
The e OF OFVGA GA Water er Program gram Managed by George Shearer
LIBERALS AN ACTIVIST GOVERNMENT Source www.torontosun.com
MAJOR ISSUES IN 2015
MAJOR ISSUES IN 2015 Ontario Based Cap & Trade Projected Sector Initiative Reductions (Mt) 2014 2020 The Big Move regional transportation plan and Greater Golden Horseshoe Growth Plan Passenger vehicle efficiency regulations Freight truck speed limiter regulation Transportation 1.9 4.6 Municipal hybrid bus purchase and Green Commercial Vehicle programs Ethanol in Gasoline regulation Greener Diesel regulation Industry Natural gas utility conservation programs 0.3 0.8 Greater Golden Horseshoe Growth Plan Natural gas utility conservation programs Buildings 0.9 2.3 Building Code amendments Residential retrofits Long-Term Energy Plan: coal phase-out; Feed-In Tariff program; Electricity 20.5 32.5 residential, commercial and industrial demand management programs; and related electricity plans Agriculture Biogas Financial Assistance Program 1.5 1.8 Landfill Gas Collection and Control regulation and Waste All initiatives 25.0 41.9
MAJOR ISSUES IN 2015 Great Lakes Water Protection Act
BILL 66: GREAT LAKES PROTECTION ACT Holland Marsh growers have been the first sector to participate in the program, Smart Water Assessments which focus on minimizing water use in vegetable washing. This is coordinated by Farm and Food Care and financially supported by the province.
MAJOR ISSUES IN 2015
PLANNING FOR HEALTH, PROSPERITY AND GROWTH IN THE GREATER GOLDEN HORSESHOE A positive in the report is the inclusion of farmland preservation and support for agricultural investments and our industry’s viability. Recommendations in the report are based on a review of the Growth Plan for the Greater Golden Horseshoe, the Greenbelt Plan, the Oak Ridges Moraine Conservation Plan and the Niagara Escarpment Plan.
PLANNING FOR HEALTH, PROSPERITY AND GROWTH IN THE GREATER GOLDEN HORSESHOE Report recommendations include topics such as: Greenbelt Labour Transit Infrastructure
MAJOR ISSUES IN 2015 TOWARDS AN AGRICULTURAL SOIL HEALTH AND CONSERVATION STRATEGY Min inis istry y of Agr gric iculture, ulture, Food d an and d Rura ural l Affai airs Novem ember ber 2015
MAJOR ISSUES IN 2015 Ontario Greenbelt Photo Credit Ontario Ministry of Agriculture, Food and Rural Affairs
Social License Social License is a relatively new term in agriculture but it was one of the major topics at the most recent Agriculture Ministers meeting. The need for people and policy makers, who have limited farming experience, to walk a mile in our shoes has never been greater and Farm and Food Care is the organization to lead this important initiative.
ACREA EAGE GE OF SPECIFI CIFIED ED COMM MMER ERCIAL CIAL VEGET ETABL ABLE E CROPS, PS, ONT NTARI ARIO, O, 2013 3 - 2014 14 Spinach Tomatoes, Field Asparagus Beans, Green Rhubarb and Wax (b) Rutabagas (g) Beets Radishes Broccoli Pumpkins and Brussels Sprouts Squash (f) Squash and Cabbage, Chinese Zucchini Cabbage, Other Pumpkins Total Cabbage Peppers Total Carrots Peas, Green Cauliflower Celery Parsnips Parsley Onions, Green Corn, Sweet Onions, Dry (e) Total Cucumbers and Leeks (d) Lettuce Garlic Gherkins
100,000 200,000 300,000 400,000 500,000 600,000 0 COMMER Asparagus MARKETED PRODUCTION (‘000 LBS) OF SPECIF Beans, Green and Wax (b) ERCIAL Beets Broccoli Brussels Sprouts IAL VEGETAB Cabbage, Chinese Cabbage, Other Total Cabbage Total Carrots Cauliflower ABLE Celery LE CROPS, Corn, Sweet Cucumbers and Gherkins ROPS, ONTARIO, Garlic Leeks (d) Total Lettuce Onions, Dry Onions, Green (e) Parsley ARIO, 2013 - 2014 Parsnips Peas, Green Peppers Pumpkins CIFIED Squash and Zucchini Pumpkins and Squash (f) IED Radishes Rhubarb 14 Rutabagas (g) Spinach Tomatoes, Field
10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 5,000 0 Parsley FARM VALUE ($’000) OF SPECIFIE Radishes Brussels Sprouts VEGETABLE Garlic Total Lettuce Parsnips ABLE CROPS, Spinach Celery Cauliflower ROPS, ONTARIO, Beets Rutabagas (g) Squash and Zucchini Peas, Green Pumpkins ARIO, 2013 - 2014 CIFIED COMME Cabbage, Other Beans, Green and Wax (b) Asparagus Cucumbers and Gherkins Broccoli MERCIAL Peppers Pumpkins and Squash (f) 14 CIAL Cabbage, Chinese Total Carrots Onions, Dry Corn, Sweet Total Cabbage Tomatoes, Field
AGRI-STABILITY PAYMENTS ONTARIO VEGETABLE GROWERS 45000000 40000000 35000000 30000000 25000000 20000000 15000000 10000000 5000000 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
PRODUCTION INSURANCE PAYMENTS ONTARIO VEGETABLE PRODUCERS $20,000,000 $18,000,000 $16,000,000 $14,000,000 $12,000,000 $10,000,000 $8,000,000 $6,000,000 $4,000,000 $2,000,000 $- 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
SDRM PAYMENTS ONTARIO VEGETABLE GROWERS 8000000 7000000 6000000 5000000 4000000 3000000 2000000 1000000 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
TOTAL AL AGRIC ICORP PAYMENT ENTS TO VE VEGET ETAB ABLE LE CU CUSTOME OMERS RS FOR CRO CROP YEAR ARS S 2005-20 2015 15 $50,000,000 $45,000,000 $40,000,000 $35,000,000 $30,000,000 $25,000,000 $20,000,000 $15,000,000 $10,000,000 $5,000,000 $0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
TECHNOLOGY DEVELOPMENT CARDBOARD V.S. REUSABLE PLASTIC CONTAINERS (RPCs) 2014 STUDY BY THE UNIVERSITY OF GUELPH
COLLABORATIONS – HEALTHY EATING
TOTAL AL AGRIC ICOR ORP PAYMENT MENTS TO VEGETABLE ABLE CUSTOMERS OMERS FOR CROP ROP YEARS ARS 2005-2015 50000000 45000000 40000000 35000000 30000000 25000000 20000000 15000000 10000000 5000000 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
AGRICORP PAYMENTS TO ONTARIO VEGETABLE GROWERS $50,000,000 Ag Stability Production Insurance SDRM Total $45,000,000 $40,000,000 $35,000,000 $30,000,000 $25,000,000 $20,000,000 $15,000,000 $10,000,000 $5,000,000 $0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
10,000 15,000 20,000 25,000 5,000 0 ACREA Asparagus Beans, Green and Wax (b) EAGE Beets GE OF SPECIFI Broccoli Brussels Sprouts CROPS, Cabbage, Chinese Cabbage, Other PS, ONT Total Cabbage Total Carrots CIFIED Cauliflower Celery NTARI Corn, Sweet ED COMM ARIO, Cucumbers and Gherkins Garlic O, 2013 Leeks (d) MMER Total Lettuce Onions, Dry ERCIAL Onions, Green (e) 3 - 2014 Parsley CIAL VEGET Parsnips Peas, Green 14 Peppers Pumpkins Squash and Zucchini ETABL Pumpkins and Squash (f) ABLE Radishes Rhubarb Rutabagas (g) E Spinach Tomatoes, Field
10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 5,000 0 Asparagus Beans, Green and Wax (b) FARM VALUE ($’000) OF SPECIFIE Beets VEGETABLE Broccoli Brussels Sprouts Cabbage, Chinese ABLE CROPS, Cabbage, Other Total Cabbage Total Carrots Cauliflower ROPS, ONTARIO, Celery Corn, Sweet Cucumbers and Gherkins Garlic Leeks (d) ARIO, 2013 - 2014 Total Lettuce CIFIED COMME Onions, Dry Onions, Green (e) Parsley Parsnips Peas, Green Peppers MERCIAL Pumpkins 14 Squash and Zucchini CIAL Pumpkins and Squash (f) Radishes Rhubarb Rutabagas (g) Spinach Tomatoes, Field
CREATING DEMAND – MASS MARKETING Results from the 2014/2015 Campaign: Television – 91% of our target audience saw the commercials on • average 20 times. Radio – aired in 32 English markets and 8 French markets over 15 • weeks Billboards – achieved 97 million impressions • 40
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