Download - 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
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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.
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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Project Background + Methodology
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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2011 Customer Profile
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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
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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
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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
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
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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
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
(entire sample)
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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
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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?
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
(entire sample)
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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
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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%
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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
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Transportation
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
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 percent- age of customers who visit farms in private vehicles, parking is an important consideration for any on-farm activity.
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
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Visit Frequency
How often do you visit this On-Farm market?
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
- 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
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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
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
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© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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On-Farm Market Experience
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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
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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
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
- 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
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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?
Source: OFFMA 2011 Consumer Survey
- Buying directly from a
farm is important to customers, with 85% Top 2 Box Importance Scores and only 15% Bottom 3 Box Scores
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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
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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”
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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
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
Average Spend $28.34
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- 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
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
*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
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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
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
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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”
Source: OFFMA 2011 Consumer Survey
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
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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)
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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On Farm Strengths Source: OFFMA 2011 Consumer Survey
What do you believe this farm is doing well?
“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.”
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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On Farm Success Source: OFFMA 2011 Consumer Survey
What do you believe this farm is doing well?
“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.”
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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%
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
47
On Farm Opportunities Source: OFFMA 2011 Consumer Survey
What do you believe that this farm needs to improve on?
“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.”
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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On Farm Opportunities Source: OFFMA 2011 Consumer Survey
What do you believe that this farm needs to improve on?
“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.”
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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Suggestions for Improvement
What suggestions do you have for making your experience at this On-Farm Market more rewarding?
Source: OFFMA 2011 Consumer Survey & 2008 Consumer Data
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%
No
su
gge
stio
n
Ch
eap
er
pri
ces
Mo
re s
ele
ctio
n
Oth
er
Be
tte
r w
ash
roo
ms
Imp
rove
d e
nte
rtai
nm
en
t
Op
en
all
ye
ar r
ou
nd
Mo
re s
erv
ice
s
Pla
ce t
o s
it d
ow
n a
nd
re
lax
Pla
ce t
o s
it a
nd
hav
e a
co
ffe
e a
nd
a
snac
k
Op
en
lo
nge
r h
ou
rs
Imp
rove
cu
sto
me
r se
rvic
e
Imp
rove
d p
arki
ng
acce
ss
Op
en
ad
dit
ion
al d
ays
Mo
re c
he
ck-o
ut
lan
es
Imp
rove
d q
ual
ity
of
pro
du
cts
Ind
oo
r fa
cili
tie
s
Dif
fere
nt
loca
tio
n
Gre
ate
r va
rie
ty o
f go
od
s
2008 n= 1075 2011 n= 1411
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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?
Source: OFFMA 2011 Consumer Survey
- 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
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
51
Current Farming Movements +
Trends
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
52
Concept of “Local” Source: OFFMA 2011 Consumer Survey
What does the term “local” mean to you?
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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
Source: OFFMA 2011 Consumer Survey
- Buying local is
important to OFFMA customers
- 90% of customers ranked local to be in the top two box of importance
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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%
Source: OFFMA 2011 Consumer Survey
- 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
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
55
Concept of “Certified Organic” Source: OFFMA 2011 Consumer Survey
What does “Certified Organic” mean to you?
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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
Source: OFFMA 2011 Consumer Survey
- 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
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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
cess
Pro
du
cts
Org
anic
Po
ult
ry
Org
anic
Mil
k
Org
anic
Po
rk
Org
anic
Egg
s
Which of the following types of organic products did you – or do you intend to purchase at this On-Farm Market today?
Source: OFFMA 2011 Consumer Survey
Other: Baked Goods, Dairy Products
© 2011 Ontario Farm Fresh Marketing Association and Experience Renewal Solutions Inc. (ERS)
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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
Source: OFFMA 2011 Consumer Survey
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.