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fresh choices

Jul/Aug 2011 |Food in Canada 26-29|Carolyn Cooper.

Already many processors have realized, righdy or wrongly, that "local" means healthy, safe and sustainable to many consumers. In B.C., Burnaby-based Bobobaby organic baby food buys as much locally sourced ingredients as it can, reducing its use of fossil fuels, cutting transportation costs and supporting local organic producers. Larger processors are also working to meet this demand. Campbell Company of Canada, for instance, uses as many Ontario-grown potatoes, carrots and onions as it can for its Etobicoke processing plant. And Heinz Canada's Leamington, Ont. processing plant, which produces Ketchup, tomato juice, condiments, sauces, beans and more, purchases half of all the processing tomatoes grown in Ontario. In total the plant processes approximately 225,000 tons of tomatoes annually, grown on roughly 5,002 acres by 47 different Canadian producers.

Last May the centre launched its World Crop program, a strategy aimed at helping growers, producers and retailers better meet the needs of today's fruit-andvegetable buying public. "The opportunities we see are in our current demographic changes coming from immigration," says [Jim Brandie]. "If you look at new Canadians, there's a wealth of vegetable choices to be made to these consumers. But their choices are different than ours, so we've largely not been servicing that market." And it's a significant market, says Brandie, with new Canadians spending approximately $300 million on vegetables each year. "So it's a business opportunity and a health and wellness opportunity at the same time."

Now he's hoping to get processors on board. "If you take in-season production and couple it with processing, you've got local product and a 12-month supply," he says. "That, to me, should be the nirvana in the vegetable world." Although Brandie says there will be some learning curves working with these new crops, including issues such as handling and packaging changes, he believes the opportunity for processors is immense. "At first it's about marketing to an established consumer base, but eventually the foods are going to leak down into the general community, just as other exotic and obscure vegetables, such as bok choy, have in the past," he says. "We want to foster that and make it happen faster in order to create more opportunities for growers and producers."

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Headnote

Canada's fruit and vegetable sector is growing green and more diverse in order to continue to meet consumer demand

Its no secret that consumers are on a health kick. All-natural, organic, preservative-free products are in high demand, as are unique foods that are produced locally, processed sustainably, and packaged in an environmentally friendly manner.

Yet when it comes to the fruit and vegetable sector, something may not be adding up in the minds of consumers. According to Statistics Canada figures released in June, Canadians are now eating less fruits and vegetables than even a year ago. Today, only 43 per cent of Canadians age 12 and older are eating fruits or vegetables more than five times a day, down from 46 per cent in 2010. In addition, just 36 per cent of men now get their five fruit and veggie servings per day, compared to 50 per cent of women.

Clearly there's a missed opportunity for the fruit and vegetable sector. After all, what could be healthier than fresh produce? For many consumers the answer may be fruit and veggies that are produced locally, sustainably grown and processed, and that offer interesting diversity.

Grow local, buy local

The availability of local, fresh fruits and vegetables is a key tenet of grassroots produce programs today, along with organic and "natural" foods. The development of local food networks, grower co-operatives and farmers' markets have done a lot to push that concept to the mainstream consumer, especially in urban areas that were previously seen as fresh food deserts.

The popularity of the local food movement, as well as heightened public interest in food safety and sustainability issues, has meant that the fruit and vegetable industry has had to rethink how it does business in order to meet these demands. But it may not be as difficult as it seems. According to a Canadian Consumer Monitor survey conducted recently by the University of Guelph, 55 per cent of consumers consider food products from anywhere within their province to be local, and 1 1 per cent said local products could mean anything produced in Canada. One third of respondents said they thought local should refer to their own region or a nearby region. And notably, a majority of consumers disagreed with the statements "[Local food] must not be grown on a big commercial (factory) farm," and "it must be grown on a small or medium-size farm."

Already many processors have realized, righdy or wrongly, that "local" means healthy, safe and sustainable to many consumers. In B.C., Burnaby-based Bobobaby organic baby food buys as much locally sourced ingredients as it can, reducing its use of fossil fuels, cutting transportation costs and supporting local organic producers. Larger processors are also working to meet this demand. Campbell Company of Canada, for instance, uses as many Ontario-grown potatoes, carrots and onions as it can for its Etobicoke processing plant. And Heinz Canada's Leamington, Ont. processing plant, which produces Ketchup, tomato juice, condiments, sauces, beans and more, purchases half of all the processing tomatoes grown in Ontario. In total the plant processes approximately 225,000 tons of tomatoes annually, grown on roughly 5,002 acres by 47 different Canadian producers.

Increased diversity

Dr. Jim Brandie, CEO of the Vineland Research and Innovation Centre in Vineland Station, Ont., wants to build on the popularity of local foods while helping growers and processors reach a much wider authence. The secret, he says, is to increase the diversity of fruits and vegetables grown in Canada.

Last May the centre launched its World Crop program, a strategy aimed at helping growers, producers and retailers better meet the needs of today's fruit-andvegetable buying public. "The opportunities we see are in our current demographic changes coming from immigration," says Brandie. "If you look at new Canadians, there's a wealth of vegetable choices to be made to these consumers. But their choices are different than ours, so we've largely not been servicing that market." And it's a significant market, says Brandie, with new Canadians spending approximately $300 million on vegetables each year. "So it's a business opportunity and a health and wellness opportunity at the same time."

Last year the centre undertook a survey of 800 new Canadians to poll their vegetable choices, out of which came a list of produce not generally grown locally in significant quantities, or sold through mainstream retailers. Based on this list - which includes callaloo, kaddu, Indian okra, Chinese red hot peppers, Chinese eggplant, yard long beans and daikon radish - the centre began creating production systems for growers, while building a value chain of distributors and retailers to support what Brandie hopes will be an emerging market of new and diverse crops. Already underway in Ontario, Vineland now has a relationship with Quebec growers and retailers, and is in the early stages of talking with B.C. stakeholders.

Now he's hoping to get processors on board. "If you take in-season production and couple it with processing, you've got local product and a 12-month supply," he says. "That, to me, should be the nirvana in the vegetable world." Although Brandie says there will be some learning curves working with these new crops, including issues such as handling and packaging changes, he believes the opportunity for processors is immense. "At first it's about marketing to an established consumer base, but eventually the foods are going to leak down into the general community, just as other exotic and obscure vegetables, such as bok choy, have in the past," he says. "We want to foster that and make it happen faster in order to create more opportunities for growers and producers."
Sidebar

Already many processors have realized, rightly or wrongly, that "local" means healthy, safe and sustainable to many consumers.
Sidebar

GROWING GREENER

The way in which fruits and vegetables are produced continues to advance and evolve, particularly when it comes to meeting consumer demands for systems that are sustainable and eco-conscious, and industry needs for productivity, efficiency and cost-effectiveness.

One technology that works towards this goal is VertiCrop, from Vancouver, B.C.-based Valcent Products Inc. The vertical hydroponic growing system uses a series of suspended trays moving on an overhead conveyor to ensure plants receive the necessary amount of light, heat and water. Using the system, a variety of vegetables can be produced in any location in an eco-friendly, sustainable environment without using pesticides or herbicides. The system also cuts transportation and distribution costs, carbon footprint and food miles by allowing growers to produce leafy greens and other vegetables closer to consumer markets in a costefficient manner.

According to the company, the system can produce roughly 20 times the normal production volume for field crops, while requiring just five per cent of usual water requirements. As a result, VertiCrop can cut operating and capital costs as compared to produce grown using traditional methods.

The system already has fans in Europe - it was first put into place at Paignton Zoo Environmental Park in England in 2009 - where it has been touted as a sustainable, non-GMO solution to food supply problems.
Sidebar

ON-FARM INNOVATION

Fruit and vegetable producers are also making concessions to current demands for more sustainable, greener operations, and boosting yield and efficiency in the process. Greenhouse growers are taking the lead in many of these innovations, and getting creative with cultivation and production techniques.

Toronto, Ont.-based non-profit organization Local Food Plus offers certification for producers committed to local and sustainable growing and processing methods. Certification through an independent, third-party verification system offers producers and processors access to retail and foodservice customers; promotional and marketing opportunities; in-store marketing; and, says the group's website, "Clear, effective differentiation from imported and other local products in a crowded marketplace."