2017 - the growerthegrower.org/sites/default/files/the grower media kit... · 2016-11-09 · mike...

media kit

2017

Canada’s premier hortiCultural publiCation

The Grower puts farmers first, with editorial that reaches12,000 industry readers every month of the year. As Canada’spremier horticultural publication, we strive for a balancedbuffet of business stories that can drive profitability. Read usin print or on our Website, Facebook or Twitter.

We distinguish ourselves with professional, award-winningphotography that celebrates the hard work of horticulturists.As such, this is the best editorial environment in Canada foradvertisers who want to reach qualified decision-makers inhorticulture.

Choose our national footprint or target your message to precise demographics for the most impact. Specific commodities? Specific geography? We can deliver individualized material right down to specific postal codes.

Phone us. Email us. Text us. Our team can help ‘grow’ yourbusiness.

WELCOME TO THE GROWER

EDITOR

Karen DavidsonP: [email protected]

ADVERTISING

Carlie MelaraP: 519-763-8728 ext. 218TF: [email protected]

ART DIRECTOR/ CIRCULATION

Carlie MelaraP: 519-763-8728 ext. 221F: [email protected]

ACCOUNTING

Doug WilkinsonP: 519-763-6160 ext. 114F: [email protected]

fast factsPublished – First of every month Frequency – 12 times per yearDistribution – National English Circulation – 12,000 Readership – 35,000+Editorial profile – Commercialgrowers of fruits and vegetablesPublisher – Ontario Fruit and Vegetable Growers’ Association Online – www.thegrower.org

Rates effective November 1, 2016 to October 31, 2017

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business news for Canadian growers

reader profileThe typical Grower reader is a commercial farmermanaging high-value, edible horticultural cropssuch as apples, tender fruit, grapes, berries, garlic,ginseng, potatoes, field vegetables and green-house-grown vegetables. These farmers sharecommon issues of food safety, crop protection, irrigation and water management, labour, storage,packaging and marketing. The total farmgate valueof Canada’s horticultural crops exceeds $4 billion.

These astute business people look to The Growerand its website for industry news and events, technical updates and reviews of new products andtechnology. Input suppliers to the industry seektimely news to be in lock-step with their customers. Horticultural specialists follow developments by peers across Canada. Most of all,readers look for informed coverage of the issuesimpacting the value chain from growers to retailers.

trade showsThe Grower’s advertising and editorial staff attend the following events:

Royal Agricultural Winter Fair November 4-13, Toronto, ON Great Lakes Fruit, Vegetable & Farm Market ExpoDecember 6-8, Grand Rapids, MIChatham-Kent Farm ShowJanuary 25-26, Chatham, ON Ontario Fruit and Vegetable ConventionFebruary 22-23, Niagara Falls, ON Ontario Potato ConferenceFebruary 28, Guelph, ON London Farm ShowMarch 8-10, London, ON CPMA Convention and Trade ShowMay 9-11, Toronto, ON Muck Vegetable Growers’ ConferenceDates TBA, Bradford, ON Canada’s Outdoor Farm ShowSeptember 12-14, Woodstock, ON Canadian Greenhouse Conference

October 4-5, Niagara Falls, ON

WELCOME TO THE GROWER

3

@growernews the Grower www.thegrower.org

KKAARREENN DDAAVVIIDDSSOONN

BBeeaammssvviillllee,, OOnnttaarriioo – Thefuture is looking in the pinkright now. That’s what DavidHipple sees as he walks his 150acres of tender fruit orchardsand grape vineyards.

How times have changedsince an industry consultant’sreport from 2010 said,“Fragmentation, lack of collabo-ration and inconsistent applica-tion of quality control tech-niques across the value chaingreatly weaken the industry’svalue proposition to consumers,and ergo, retailers.”

For Hipple and 300 otherOntario tender fruit growers,the criticism stung. Althoughproximity to market is an advantage over Californiapeaches, they realized that thelocal food trend could not carrythem entirely. They needed tosell retailers – and their customers -- on a consistent

eating experience.It’s an industry worthy of

investment with farmgatereceipts in 2015 of $56 million.Of that, peaches in fresh andprocessing forms account fornearly two-thirds of the Ontariocrop value. With those hardnumbers as a backdrop, a strategic plan launched FruitTracker software for orchardand logistics management. Moreobjective quality measurementssuch as brix testing, for example, are now used to evaluate sweetness and appropriate picking times.

“Strategic plans need tacticalexecution,” says Sarah Marshall,manager of the Ontario TenderFruit Growers. “That document helped identify thegaps in knowledge and whereresearch and capital investmentshould be spent to better theindustry. That research andinvestment starts at the growerlevel, but also has to focus onthe needs of the entire

marketing system. A well-executed plan with long termcommitment to change will elevate the profitability of all ofour partners.”

The updated 2013 businessplan identified specific priori-ties: a forced-air cooling bestpractice guideline for harvest2015 and a goal of implementa-tion for 80 per cent of Ontariotender fruit by 2020; a goal of80 per cent grower participation in Fruit Trackerby 2016; an annual innovationworkshop with a goal of 80 percent of Ontario’s tender fruitproduction represented.

Hipple is participating in

several research projects, one ofwhich is the installation of fieldsensors. The idea is to tracktemperatures from the field --by individual skids -- throughthe packing house right throughto the grocery store. Cold chainmanagement is particularlyimportant with tender fruit. Ifpeaches are not cooled properly,the eating experience will becompromised by mealiness.

As Hipple explains, there aredifferent picking containers inorchards: baskets, bins, plastictotes.

CONTINUED ON PAGE 3

MAY 2016 CELEBRATING 137 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION THEGROWER.ORG

CONTINUOUS IMPROVEMENT

How Ontario’s tender fruit growers are taking care of business

INSIDELatest packaging trendsdisplayed at CPMA Page 6

Focus: grapes, berries, vineyards and wineries Page 16

Grower fungicidesurvey 1

Volume 66 Number 05P.M. 40012319$3.00 CDN

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Strategic plans need tactical execution.~ SARAH MARSHALL

““

KAREN DAVIDSON

From farmers to retailers,everyone is riding the‘asparabus.’ Foodland Ontarioestimates that 25 per cent of allOntario retailers had special displays for asparagus last year.Along with rhubarb and green-house-grown vegetables, thesetender spears are revered as thefirst taste of spring.

“Asparagus is a good newsstory,” says Ken Wall, chair ofthe Asparagus Farmers ofOntario (AFO). “Demand is upand consumption is on the rise.

According to recent medicalresearch on colon health, there’sa real upside to eating asparagusbecause of its fibre levels.”

Ontario farmers haveresponded by not only increas-ing acreage -- from 2,500 to3,400 acres in the last five years-- but improving marketableyields. Growers of the GuelphMillennium variety are achieving as much as 7,000 to9,000 pounds per acre. That’salmost double the harvest of adecade ago, prior to cultivar andmanagement improvements.

The industry has shown so

much promise that MikeChromczak has returned to thefamily farm near Brownsville,Ontario after completing a university degree and seven-year, non-farming career.

Establishing his asparagusstands in 2011 on what was formerly tobacco ground, he isnow going into this third harvest with 40 acres. Thatearly success is inspiring him toplant another 15 acres of asparagus plugs this season.

“Every year we see improve-ments,” says Chromczak, whoalso represents asparagus

farmers on the board of theOntario Fruit and VegetableGrowers’ Association. “I recognize there’s been a lot ofexpansion in the industry, soI’m preparing myself for marketing challenges on thehorizon by focusing on qualityand efficiency.”

What’s striking about theasparagus industry is how the 85Ontario growers have collaborat-ed in recent years. One exampleis how they pool their resourcesto buy packaging material inbulk from South America. CONTINUED ON PAGE 3

JUNE 2016 CELEBRATING 137 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION THEGROWER.ORG

VALUE CHAIN MATTERS

Asparagus: a shooting star that’s lighting up the vegetable industry

INSIDEA lesson from Earls:know your allies Pg 11

FOCUS: Storage, containersand packaging Pg 14

Fixing the fungicide re-evaluation impasse Pg 22


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KAREN DAVIDSON

A conversation with DougWhitty is three parts marketingand one part infrastructure planning. That ratio reflects therealities of moving from theagronomy of a 50-acre vineyardto running a tourist destinationthat caters to 20,000 visitors ayear.

Growing grapes and makingwine is part of the skill set, butthere’s so much more complexity in direct marketingto consumers. Attracting andhosting these numbers is a bigbusiness enterprise.

“Since 2009, we’ve built abakery, a foodservice compo-nent and a roadside market,”says Whitty. “They have addedan art gallery, featuring sculpture and local artists.Together, it has a village feel.”

Ironically, the farm hasreturned to its roots of 1908

when Whitty’s grandfather soldeggs and raspberries directly toconsumers. The next generationincreased the farm’s originalacreage and sold wholesale. Butwhen third-generation farmerDoug and his wife Karen tookover, they decided to execute adirect-marketing model. Theirbusiness plan has been bolstered with the expertise of asilent partner from the automotive industry who knowsthat sizzle sells.

“Butter tarts sell a lot ofwine,” Whitty quips.

His insight reveals a lotabout the changes in societyand the marketplace. In agriculture, farmers have been

ingrained to produce volume atlow cost, but in agritourism, thegoal is to satisfy desires ratherthan needs at a higher margin.

UUnnddeerrssttaanndd tthhee mmaarrkkeettppllaaccee

For grape growers and wine-makers in the Niagara peninsulaand indeed Ontario’s othermajor viticultural areas of PrinceEdward County and Lake ErieNorth Shore, it’s now aboutselling the experience. Whilethere is a large consumer market in the Greater TorontoArea and other urban centres,there’s still a long way to go toown that domestic market. Ofall the wine that the Liquor

Control Board of Ontario(LCBO) sells, only seven percent of purchases are VintersQuality Alliance (VQA) wines.

The Whitty family, for example, is emblematic of manywineries beckoning consumersto come to the farmgate. It’shoped that the experience willtranslate into more loyalty tolocal when it comes to shoppingfor wines. The formula seems tobe working. LCBO reportedthat Ontario wine sales for 2015-16 have increased eight per centto a total of $456 million.

CONTINUED ON PAGE 3

JULY 2016 CELEBRATING 137 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION THEGROWER.ORG

BRIDGES TO CONSUMERS

People skills required to move from agronomy to agritourism

INSIDEResearch greenhouse opens at Vineland pg 6

Focus: Farmers’ markets and agritourism pg 12

Berry news pg 14


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Butter tarts sell a lot of wine.~ DDOOUUGG WWHHIITTTTYY““

KAREN DAVIDSON

Shove over, onions. Makeroom for shallots.

That’s the rallying plea of ahandful of Canadian growerswho specialize in the aromatic.Frank Schroyens and his familyhave been digging a niche forthe European delicacy since1998. When they immigratedfrom Belgium to Straffordville,Ontario, they were astonishedto discover that shallots were anunknown entity.

The Belgians saw an oppor-tunity whereas local farmers sawonly more work. Three smallshallots equal one small onion. “Shallots are totally differentfrom an onion,” says Schroyens.“You can’t compare.” While he may be describing thegastronomic characteristics ofthe copper-skinned cloves,Schroyens is also alluding to theagronomic differences. Seed issourced from France andHolland. Specialized equip-ment, imported from Europe, isrequired for seeding, harvesting,

packing and storing. Shallotsrequire 2°C at 75 per centhumidity in storage.

The biggest hurdle was con-vincing retailers to buy shallots.Botanically, they belong to theAllium family which includesonions, garlic, scallion, leeksand chives. As a smaller cousinto the onion, shallots are alsoless pungent and thereforeprized for their use raw in saladsand dressings. Besides attractivepink-coloured flesh, shallotsscore high in sucrose sugars, atrait that allows them to

caramelize readily in the sautépan.

It’s this story of their cookingvirtues that persuaded Costco’sproduce buyer Oleen Smethurstto visit the Schroyens farmmany years ago. Today, thepacking facility is food-safetyaudited annually to meet thestandards of Costco as well asother retailers.

At Costco stores, you canfind three-pound shallotpackages.

CONTINUED ON PAGE 3

AUGUST 2016 CELEBRATING 137 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION THEGROWER.ORG

SPECIALTIES

Shallots: the perils and profits of a niche crop

INSIDEPACA progress pg 7

Focus: Storage and containers pg 14

Marketing for Ontarioprocessing veg growersunder review pg 22


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KAREN DAVIDSON

Information is liquid. That’show Brian Rideout describesthis age of information overload,cascading from multiplesources. He’s one of about 20young Ontario apple farmers,mostly millennials, who shareexperiences in a loosely structured group.

While he’s 46 and a generation X’er, he fits in easily. He didn’t grow up on afarm but he’s comfortable bridg-ing the baby boomer farmerssuch as his father-in-law, RustySmith, Blenheim, Ontario.Rideout helps manage ManitreeFruit Farms, with 300-plus acresof apples, tender fruit andsquash.

Technology exchange is crucial to competing in theglobal apple industry that hasbeen revolutionized in the lastdecade with new varieties(Honeycrisp), high-density trellis systems (tall spindles)and more targeted crop protection products.

“Pruning is no longer aboutcutting off branches but abouthow to grow branches,” says

Rideout. The philosophy haschanged to thinking aboutwhere the branches will growand how fast for the best quality. Other growers such asGerbe Botden, Thornbury,Ontario agree that many factorsare involved in precision thin-ning to optimize the crop load.

Botden, 24, is a second-generation grower at BotdenOrchards, who remembers thefirst organized meeting atOntario Apple Growers’ annualsummer tour of the GeorgianBay area two years ago. Sincethen, the group has met two orthree times a year to discussbest practices in establishing anew orchard, pruning tech-niques and how to access government grant programs.He’s actively engaged in 400acres of Red Prince, HoneyCrisp, Ambrosia and McIntoshvarieties grown under a high-density system.

As the group moves forwardin 2016, Botden is also partici-pating in cross-border eventssuch as the International FruitTree Association’s (IFTA)meetings in Grand Rapids,Michigan on February 6-12.

The common thread with all ofthese young growers is theirstrong regional ties but willing-ness to pursue knowledge inother geographies.

Ian Parker, 25, is learning theapple industry from CharlesStevens, Wilmot Orchards,Newcastle, Ontario. “What Ilike about this young farmers’group is that we’re not compet-ing against neighbours butrather competing against theworld,” says Parker. “No onewants to lose the shirt off theirback. By sharing information,you have each other’s backs.”

For example, apple maggotwas an aggravating pest a couple years back. The groupshared information on sprayingstrategies as well as how to keepworkers engaged while waiting

for re-entry intervals to lapse. Parker points out that

Ontario has several apple-grow-ing regions. Sharing informationabout thinning strategies can bevery beneficial to growers in different regions. If a specificregion is having unusual weather during thinning time,then it’s advantageous to sharehow that situation is handled.

Finetuning crop protection isa common link between allthese growers. “For me, I wasoverwhelmed by the world ofchemistry,” says Parker, “butafter four years, I feel more confident about what to sprayand when. I realize I’m not theonly one struggling to keep up.”

CONTINUED ON PAGE 3

FEBRUARY 2016 CELEBRATING 137 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION THEGROWER.ORG

THE NEXT GENERATION

Millennials grow cooperatively to compete globally

INSIDERegulation burdens, energytop list of grower concerns Page 6

Flower quiz returns Page 16

FOCUS: Ontario Fruitand Vegetable Convention Section B


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No one wants to lose the shirt off their back. Bysharing information, you have each other’s backs.

~ Ian Parker

“

“

december 2016

From field to fork, growers, distributors and retailers all standon guard against foodborne illness.This issue reviews best practicesand lessons learned from pastfood recalls in North America.

Do you have traceability expertise?Packaging expertise? Share yourproducts and services with growers who are looking to makehigh grades in their CanadaGAPsafety audits.

november 2016

Sources of rootstock and timelyavailability are more importantthan ever. Make sure that your line-up of disease-resistant stock iswell publicized. Profile new seedvarieties well ahead of growers’final decisions.

january 2017

Growers are working hard to adaptto climate change and invasivespecies in the grape and berry sectors. Highlight the inputs thatwill make these high-value enterprises sustainable and profitable.

2016November Seed & rootstockDecember Food safety in the value chain

2017January Grapes, berries & vineyards February Ontario Fruit & Vegetable ConventionMarch Crop protection/spraying/potatoesApril Water management & irrigation

May Storage, containers & packaging June Trucks and transportJuly Farmers’ markets & agritourism August Storage & containersSeptember New equipment & technology October Greenhouse innovationNovember Seed & rootstockDecember Food safety in the value chain

seed & rootstock grapes, berries & vineyardsNEWfood safety in the value chain

4

EDITORIAL CALENDAR

february 2017

This year’s February 22-23 eventwill be the largest gathering of horticultural producers in easternCanada with more than 2,000 attendees. The ever-popular educational program delves deepinto each commodity’s current issues while the trade show offersa broad offering of input suppliers.

Advertise your company’s products and booth location in thiskey decision-making season.

Extra copies will be available at The Grower trade show booth.

march 2017

This is our double-double issuewith two special topics. Read thelatest news in crop protection inputs, integrated pest management and spraying tips.

The pan-Canadian potato industryis an added focus. Highlight thespecialized equipment and storagethat can make this high-input cropprofitable.

april 2017

As growers gear up for the newseason, remind them about thelatest irrigation equipment andtechniques for water management. The greenhouse industry as well as field agricultureare open to practical ways to manage this precious resource.

ontario Fruit & Vegetable Convention

crop protection/spraying/potatoes

water management & irrigation

5

EDITORIAL CALENDAR

may 2017

The most cost-efficient coolingand storage systems require ateam of experts to ensure shelf lifeand quality. The need has neverbeen greater for green packagingas well as innovative presentation.Advertise your solutions, includingthe most innovative ways to labeland communicate branding.

june 2017

Promote thequintessential mode of transporton the farm: the pick-up truck. Andoffer insurance and logistics services to those who are sellingproduct both domestically and internationally. Offer a sustainable solution.

july 2017

Farmers’ markets and agritourismhave become big business acrossCanada requiring signage and marketing. Position your productsand services to this on-farm retailing sector.

storage, containers and packaging

farmers’ markets & agritourism

trucks andtransport

NEW

6

EDITORIAL CALENDAR

august 2017

This topic is germane going intothe fall harvest with long-termneeds for apple, pear and root cropstorage. With so much producecoming to market, a broad range ofcontainers is needed. Remind yourcustomers of the products andservices to enhance product quality.

september 2017

In the thick of harvest season,growers are more open to learningabout labour-saving equipmentthat will help next time. Plant theseeds for the research and decision-making cycle.

storage & containers new equipment &technology

october 2017

This $1 billion-plus sector continues to grow in Canada with ahigh demand for inputs and services. Promote your specializedexpertise to a dynamic sector, priorto the Canadian Greenhouse Conference.

greenhouse innovation

7

EDITORIAL CALENDAR

issue book ad space ad copy due

November 2016 October 15, 2016 October 19, 2016

December 2016 November 14, 2016 November 18, 2016

January 2017 December 11, 2016 December 17, 2016

February 2017 January 16, 2017 January 19, 2017

March 2017 February 13, 2017 February 17, 2017

April 2017 March 15, 2017 March 20, 2017

May 2017 April 15, 2017 April 19, 2017

June 2017 May 14, 2017 May 19, 2017

July 2017 June 15, 2017 June 17, 2017

August 2017 July 15, 2017 July 19, 2017

September 2017 August 15, 2017 August 18, 2017

October 2017 September 15, 2017 September 19, 2017

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[colour

Standard AAAA Colour - $280.00 ea Special Colours - $350.00 ea

Four Colour Process - $925.00

Request for specific placement is subject to a 10% surcharge.

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BOOKING YOUR AD

pricing

based on cost/k Under 4 Pgs 4 Pgs +$375.00 $490.00

Polybag (optional) $525.00 $640.00Extra weight - charges will apply

sizingMaximum Size: 8” x 10.5”Minimum Run: 1000 piecesTotal number of papers: 12,500 per month

splits Specific databases can be indentified by commodity,province and/or postal code. One time charge - $250.00

post-it notes $48 - $58/M Standard 3” coreOne time set-up fee: $120.00Split charges may apply.

All inserts must be sent to Data Media one week priorto insertion date. The Grower has the right to approve all media prior to insertion into the paper.

Ship inserts to:Data Media Inc.Attn: Frances Fuciarelli1150 Eighth Line, Unit 16Oakville, ON L6H 2R3P: 905-338-0334 F: 905-338-0335

800-347-7516

insertionsDo you have a specialized product or service that needs to get into thehands of farmers? You can select your target market by commodity,province, or postal code. Your pre-printed brochures, flyers, catalogues,and post-it-notes can be distributed monthly in The Grower publication.The Grower must sign off on all inserts seven business days prior to distribution.

10

[DID YOU KNOW??

Your commodi-specific market can be targeted toa single postal code.

BOOKING YOUR AD

11

@growernews

leaderboard

Appearing at the top of all thegrower.org pages, this 1170 X 130 px slot is designed to reach the largest cross-section of site visitors.

medium square

Featured on the homepage, categorypage and content pages, this 360 X360 px banner is sure to boost viewsand clicks to your company profile.

bannerboard

Location! Location! Location! This 760 X 110 px banner slotcan be located on the home page for highest visibility or ina specific category page to directly target your specificmarket.

tall skyscraper

This 360 X 720 px banner can be displayed on the home page, a category page or along side the content of a specific article.

Video

Appearing at the homepage and orthe multimedia gallery this 360 X 360px slot is designed to house yourvideo campaign.

760 x 110 px

banner specificationshtml5 files

These files must be provided in SWF format. The SWF file must not contain any embedded links or interactivity. All files must be under 250 kb.

image files

Ads provided in image format must be of file type JPG,PNG or GIF. GIF files may be static or animated. PNG andGIF files should not have any transparency. All files must beunder 200 kb.

links

The full URL should be provided in the following format:http://www.yoursite.com. If a link connects to media otherthan a web page (ie. PDF document) the document mustbe available via a web link (http://www.yoursite.com/document.pdf) on the advertiser’s site or a third-party service.The Grower does not provide hosting for these documents.

* design of online ads is available at a nominal fee

360 x 360 px

available banner sizes and formatsdepending on your needs, you can run one or multiple banners simultaneously. Choose from the following ad formats:

360 x 360 px

360 x 720 px

1170 x 130 px

WWW.THEGROWER.ORG

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www.thegrower.orgAd Type | Size Position 1 month 3 months 6 months +

Leaderboard (top)1170 x 130 px

Entire siteHome pageCategory page

1000500400

800400320

600300240

Tall Skyscraper360 x 720


1000500400

800400320

600300240

Medium Square360 x 360 px(Also applies to video ads/links)


500250200

400200160

300150120

Bannerboard760 x 110 px


700400320

560360260

420240200

weekly e-mail newsletterAd Type | Size Position $/WEEK

Sponsor300 x 185 px

Lead Banner (Top) 279

Video linkthumbnail + description300 x 300 px

Middle of Enewsletter 249

Company news linkImage + description300 x 300 px

Middle of Enewsletter 249

Sponsor banner link600 x 185 px

Bottom of Enewsletter 249

Campaigns less than 4 weeks in duration add 15% to published rates. No surcharge applies for multiple campaigns when booked as one media purchase.All rates are net. Billing is monthly. A 15% discount applies to all prepaid advertising orders. Visa, MasterCard accepted.

BOOKING YOUR AD

$/MONTH

ph: 866-898-8488 x 218 email: [email protected]

RESERVED UNTIL JULY 1

2017 - the growerthegrower.org/sites/default/files/the grower media kit... · 2016-11-09 · mike...

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