BACKGROUND
In March 2008, the Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) set out to develop Ontario foods definitions for government marketing programs. The approach focused on engaging the industry to develop commodity-specific definitions for products that would meet the needs of production practices in the province and maintain high levels of Ontario content. This model is based on the “Red Tractor Program” that has been established in the U.K.
In March and April, OMAFRA worked with industry associations to develop commodity-specific definitions for their products. Once developed and submitted, the definitions were shared with Ontario food processing, retail and food service groups for a first round of feedback. At this point some of the definitions were adapted to incorporate comments received.
The research firm, Ipsos Reid Public Affairs then conducted consumer focus groups in early October. The four focus groups consisted of principal grocery shoppers (no less than eight per group) and two specialty groups comprised of people who cook for their families and those who identify themselves as ‘locavores’. Focus groups were conducted in Kitchener and Oakville, drawing on a range of urban and rural participants.
The testing showed positive feedback on the majority of definitions, but some definitions required further clarification. Overall, Ontario’s consumers wanted clear, concise definitions that provided detailed information about the origin of the products. Consumers felt comfortable overall with the definitions, with some minor modifications. OMAFRA provided feedback from the consumer focus group testing to industry and four definitions were modified for further consumer testing.
Following the consumer focus group testing, Ipsos Reid conducted an internet survey of 500 principal grocery shoppers. This survey examined four of the commodity-specific definitions in detail, and provided further feedback on consumers’ overall understanding of Ontario foods.
RESULTS OF THE CONSUMER FOCUS GROUP TESTING OF PRINCIPAL GROCERY SHOPPERS
Focus group testing revealed that consumers had positive reaction to the definitions proposed for government marketing purposes. However, when they examined all of the commodity specific definitions they suggested many changes for consistency and clarity. Below are the changes that are required for the definitions to be accepted by consumers:
- Be consistent in terms for all meat
- Reduce ambiguity in words such as ‘out-of-province’
- Use value statements with the definitions (e.g. use ‘Ontario’ farmers and ‘Ontario’ economy)
- Remove vague terms such as ‘started’ and ‘finished’, replace those with ‘born’ and ‘slaughtered’
- If a percentage is supplied in a definition, indicate where the other per cent of the product comes from
- Avoid using the term ‘final volume’ - it is unclear
There was general consensus in the focus groups that the Foodland Ontario logo should be used to represent all Ontario foods in retail settings including produce, meats and other foods. This is in keeping with findings from research completed in 2006, prior to the launch of the Pick Ontario Freshness strategy. This type of testing is accurate to within ± 4.4 percentage points, 19 times out of 20.
RESULTS OF THE INTERNET SURVEY OF PRINCIPAL GROCERY SHOPPERS
The quantitative survey tested four commodity-specific definitions (beef, chicken, milk and processed food products) along with other questions for consumers on how they define Ontario food products. Consumers were very satisfied with the definitions. Satisfaction levels ranged from 75 per cent to 88 per cent with the four commodity-specific definitions that were tested. There was little variation in public opinion by age, gender, and region or even by attitudes towards buying locally-grown foods. Younger adults are somewhat less satisfied with the beef and processed foods definitions compared to older shoppers, but their satisfaction rate is still considered very high.
When probing on the origin of ingredients in various processed products, consumers were very clear about their expectations of the level of Ontario content that should be maintained when identifying products as from Ontario.
When asked in the quantitative survey about processed food with a main ingredient not sourced from Ontario (e.g. pineapple cream cheese), 87 per cent agreed that this product should not be identified as from Ontario.
When asked about the main ingredients in processed foods (e.g. vegetables and beef in vegetable beef soup), 88 per cent of consumers agreed that the main ingredients must be sourced from Ontario in order to be identified as Ontario. This is consistent with the definitions that are being proposed for government marketing purposes.
The definition of Ontario foods has clearly led to the conclusion that identified ingredients need to be from Ontario. Consumers made it clear that government marketing programs need to support products that are incorporating significant percentages of Ontario ingredients. This approach is in keeping with the federal government’s new “Product of Canada” labeling requirements.
When asked, 97 per cent of principal grocery shoppers recalled the Foodland Ontario logo. When asked if they would support the Foodland Ontario logo being used to identify Ontario produced foods in retail settings such as meats, dairy and processed foods, more than 92 per cent (or 486 of the 500 surveyed) agreed.
CONSUMER AND INDUSTRY APPROVED DEFINITIONS OF ONTARIO FOOD PRODUCTS
The definitions that will be used for government marketing purposes are listed here. Commodities or commodity organizations that have not developed commodity specific definitions for government marketing programs will use 100 per cent Ontario definitions (born, raised, slaughtered and processed in Ontario).
Ontario beef
Ontario beef will be born, raised, slaughtered and further processed in an approved facility in Ontario. When there are not enough calves born in Ontario to meet the demand for beef, calves may be sourced from within Canada. This beef will be raised, slaughtered and further processed in Ontario. This would return more than 80 per cent of the direct costs of production to Ontario’s farmers and economy.
Fresh or frozen beef steaks, roasts and other fresh cuts must be from animals less than 30 months of age; these must meet the above criteria and must be graded (Canada Grade or equivalent).
Ontario cheese
More than 90 per cent of the milk in Ontario cheese is produced on Ontario dairy farms. Up to 10 per cent of the milk used for processing in Ontario can be sourced from within Canada. The curds and whey must be produced in Ontario from Ontario dairy inputs. Any identified secondary ingredients need to be grown and produced in Ontario (e.g. strawberry cream cheese).
Ontario chicken
Ontario chicken will be hatched from eggs laid in Ontario or from newly hatched chicks which may be sourced from within Canada or the United States. These chickens will then be raised, slaughtered and processed in Ontario.
Ontario dairy products (yogurt, sour cream etc. – excludes milk and cheese)
More than 90 per cent of the milk in Ontario dairy products must be produced on Ontario dairy farms. Up to 10 per cent of the milk used for processing in Ontario can be sourced from within Canada. Any identified secondary ingredients need to be grown and produced in Ontario (e.g. peach yogurt).
Ontario eggs
Ontario eggs must be laid on egg farms in Ontario.
Ontario fruit
Ontario fruit must be grown in Ontario.
Ontario honey
100 per cent of the product must be produced, extracted and packaged in Ontario.
Ontario lamb
Must be born, raised, slaughtered and processed in Ontario.
Ontario maple syrup
100 per cent of the product must be collected, processed and packaged in Ontario.
Ontario milk
More than 90 per cent of the milk processed in Ontario is sourced from Ontario dairy farms. Up to 10 per cent of the milk used for processing in Ontario can be sourced from within Canada. Any identified secondary ingredients need to be grown and produced in Ontario.
Ontario pork
Must be born, raised, slaughtered and processed in Ontario.
Ontario processed food products
Ontario processed food products must be made in Ontario from a majority of Ontario ingredients. More than 80 per cent of the total direct costs of production must return to Ontario. Primary agricultural ingredients will meet the individual Ontario foods definition.
Example: “Ontario chicken pot pie” — 80 per cent of the total direct costs of production would have to return to Ontario and the chicken in the pie would have to be hatched from eggs laid in Ontario or from newly hatched chicks which may be sourced from within Canada or the United States. These chickens would then be raised, slaughtered and processed in Ontario.
Ontario soft wheat flour (cake and pastry flour)
Due to extensive production of soft wheat in the province, 100 per cent of the Ontario soft wheat needs to be grown and milled in Ontario
Ontario vegetables
Ontario vegetables must be grown in Ontario.
For further information please contact:
Officer, Client Services
Foodland Ontario
Business Development Branch
519.826.3947
