Ontario Agriculture

The network for agriculture in Ontario, Canada

We’ve all been bamboozled by false claims of one kind or another. Terms like “Real”, “Natural”, “Approved” – even “Free” don’t always hold true when you take a closer look under the covers. Well, now you can add “Local” to the growing list of trendy yet questionable marketing terms.

It appears that marketers drank the Kool-Aid and are cashing in on the social trend to shop, eat, buy and support local and there’s nothing wrong with that, provided that the goods or services promoted live up to their local claims. But how do you really know that bunch of broccoli really is local? More often than not, the consumer is left with the job of discerning the fake from the authenticate as seen in this tongue-in-cheek skit from the show Portlandia.

No group is more baffled by the misuse and overuse of the term local than our local food producers. Perhaps I’m more tuned in lately but it seems like every conversation we have with local producers or chefs lands on the topic of “local washing”. It is a source of growing frustration amongst this group of professionals.

In a post that appeared on Grist, there’s a series of great examples of local washing including a recent marketing campaign that Hellmann’s ran in the Canadian market. In this do-as-we-say-not-as-we-do campaign, they asked us to take a close look at how far our food travels – just not their mayo. Hellmann’s is a subsidiary of the U.S. based giant Unilever. Furthermore, if you’ve ever taken the time to read the ingredients list on a jar of their mayonnaise you will note that there is absolutely nothing local about the product.

Hellmann’s Eat Local Campaign Ad

As public awareness around the benefits of eating local grows so will the demand for locally grown and grazed foods. Many reputable retailers and restaurants go to incredible lengths to source products and ingredients from their own communities. However, their dubious counterparts bypass local producers, just not the local message. They see the consumer’s appetite for fresh and local only as a marketing opportunity, too good to pass up. They use misleading, sometimes false claims about the geographic origin of their suppliers winning over even the most savvy customers.

To my knowledge, a false claim of locality in advertising has not been successfully challenged under the provisions of the Competitions Act which addresses deceptive marketing practises (if I am wrong, please correct me) but the growing nature of the problem would indicate it is only a matter of time.

To combat the local washing problem and bring more transparency to the local food supply, programs like MyPick in Ontario and some initiatives undertaken by our regional food associations do verify the authenticity of local growers and/or sellers but without an aggressive public education campaign and widespread adoption from all the stakeholders in the local food ecosystem, consumers will continue to take a leap of faith when purchasing products that carry a claim of local.

This issue of transparency is one that our platform, ei•ei•eat, is tackling head on in the first version of our app scheduled for release in August 2014. We give businesses with a stake in local food – producers, markets, restaurants and retailers – the ability to connect with each other and display these connections so buyers using our app can verify first-hand that the honey they just purchased at a farmer’s market really did come from a local producer and the steak that they want to order once grazed 10 minutes up the road.

And we didn’t stop there. The application provides food producers with an easy way to imbed product codes on their labels so buyers can verify a product’s origin by scanning it with their smartphone. We also feel it is imperative to support existing verification and certification programs so growers, restaurants, etc. that have taken the steps to meet certain standards and practises may promote this within their ei•ei•eat profile.

A trip to your local farmer’s market should be a gratifying experience, not a crap shoot. The key to combatting local washing is quite simple. Let the market correct itself by giving consumers accessible, accurate information about their local food supply so they can connect the dots between producer and seller, distinguish real from fake and assert their buying power where it belongs – with businesses that leverage truth not tactics to market their products.

Views: 742

Comment

You need to be a member of Ontario Agriculture to add comments!

Join Ontario Agriculture

Agriculture Headlines from Farms.com Canada East News - click on title for full story

Winter Wheat Variety Yield and Market Share Data – 2025

Winter wheat data from the 2024-2025 Manitoba Crop Variety Evaluation Trials (MCVET) is in! This data provides farmers with unbiased information regarding regional variety performance, allowing for variety comparison. Data was derived from small plot replicated trails from locations across Manitoba. Fungicides were not applied to these plots; thus, true genetic potential can be evaluated. Although considerable data is collected from MCVET, the disease ratings are from variety registration data. Table 2 below summarizes the yield results from the 2025 MCVET data by trial location. The yield results represent 2025 data only; therefore long-term trends should be considered when making variety selection decisions. Previous yield data can be found in past editions of Seed Manitoba. As well, apart from yield, there are other variety characteristics to consider when making variety selection decisions, these include disease, insect, and lodging resistance. Check out this Manitoba Crop Allianc

Connecting the Farm Gate to Parliament Hill

The parliamentary summer recess left many questions unresolved as issues of trade, taxation and economic competitiveness took centre stage. While Ottawa was quiet, Grain Growers of Canada (GGC) was active in the field, using the summer months to connect directly with producers and show policymakers the real-world impact of federal decisions on grain farming. In August, we travelled from Manitoba through Saskatchewan and into Alberta on the annual GGC Summer Tour. Over five days and over 2,000 kilometres, the tour provided an opportunity to walk fields, see crop conditions firsthand and visit the operations of directors and members. Each stop highlighted both the diversity and the shared challenges of grain farming, from crop rotations and new varieties to high input costs, weather extremes and market volatility. The tour also created a platform to connect with local Members of Parliament and the media. MP Colin Reynolds joined us near Steinbach. MB, for a tour of Manitoba Crop Allian

Harvest Surges Ahead — But is Quality Holding Up?

Warm and dry conditions have been pushing harvest along across Alberta, with 42% of all crops now in the bin, according to the new crop report. That’s ahead of both the 5-year (40%) and 10-year (32%) averages. Most regions are running above their long-term pace, though the South is slightly behind its average despite being furthest along overall. Regional Progress South: 52% complete — still leading the province, though below the usual 65% average. Rye, winter wheat, and peas are nearly finished. Grasshoppers, gophers, flea beetles, and ergot have been spotted in some fields. Central: 31% complete versus a 42% average. Dry peas are nearly done at 89%, with canola swathing in full swing. North East: 41% complete — well above the usual 22%. Rye and winter wheat are already finished. North West: 41% complete, ahead of its 24% average. Cereals are nearly wrapped up, and canola harvest is just starting. Gopher numbers are running high. Peace: 38% complete, ahead of the 21% average. Peas a

Jaylor launches advanced 6000 Series TMR mixers

Jaylor unveils its 6000 Series TMR Mixers featuring quicker mixing, lower horsepower needs, and enhanced durability, helping farmers cut costs and improve feeding efficiency starting October 1, 2025.

From Plows to Plates - The 2025 International Plowing Match Returns to Niagara

The 2025 International Plowing Match & Rural Expo is coming to West Lincoln in the heart of Niagara. With the theme “From our Farm to your Table,” this year’s IPM promises a vibrant celebration of agriculture, local heritage, and rural life.

© 2025   Created by Darren Marsland.   Powered by

Badges  |  Report an Issue  |  Terms of Service