The CFFO Commentary: Selling Confidence and Authenticity alongside Pork Chops and Pears

By John Clement
October 7, 2011

Farmers may think that they’re just selling products like pork chops or pears to consumers. But they’re selling much more. They’re also selling health, environmental sustainability, animal welfare and a host of associated “values.” By understanding these consumer values, farmers can capitalize on this knowledge to develop strategies that increase or diversify sales.

John Scott, head of the Canadian Federation of Independent Grocers, understands well the linking of products and values. He is of the opinion that farmers and processors need to take a hard look at how they put their products into the system. Scott says that “one size fits all” no longer works in today’s retail sector, with farmers and processors increasingly needing to develop product and marketing strategies that take consumer values into account.

According to Scott, there’s been an explosion in the food retailing sector, with food being sold by more and more vendors, utilizing more and more strategies. In addition to traditional supermarkets, there are also “soft discount” stores, “hard discount” stores, ethnic and specialty stores, plus offerings from retailers who may currently be selling clothes, pharmaceuticals or hardware.

At the heart of all these different strategies and retail offerings are a handful of consumer values that are driving diversification. According to Scott, price remains one of the prime values due to consumer concerns about mounting public and private debt around the world, plus the rising cost of oil. House brands and no-name products are flourishing due to these price concerns.

But price isn’t the only value that is driving things. Health ranks high on the list as people increasingly become aware that what they eat is important for disease prevention. Some stores have gone as far as having a diabetic’s educator at their stores to help people shop for items that will help control blood sugar. Rounding out the list of consumer values is confidence in the food that’s being purchased, authenticity amongst retailers and product providers, convenience and environmental sustainability.

In my opinion, Scott’s analysis of retailing is good news for farmers because it means there’s more than one market for food, which creates a lot of options for product development. Also, farmers should be able to give solid delivery on the creation of confidence and authenticity in the story behind the food they provide. However, challenges probably still exist in increasing the amount of solid communication throughout the product development chain. Farmers, processors and retailers are talking to each other, but it appears that more talk is needed to make the most of market opportunities.

Regardless of the challenges, we shouldn’t lose sight of the fact that food and consumer values are intricately linked. In that understanding are market opportunities waiting for development.

John Clement is the General Manager of the Christian Farmers Federation of Ontario. The CFFO Commentary represents the opinions of the writer and does not necessarily represent CFFO policy. The CFFO Commentary is heard weekly on CFCO Chatham, CKNX Wingham, and UCB Canada radio stations in Chatham, Belleville, Bancroft, Brockville and Kingston. It is also archived on the CFFO website: www.christianfarmers.org. CFFO is supported by 4,200 family farmers across Ontario.:||||||

Comment

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

Join Ontario Agriculture

Welcome to
Ontario Agriculture

Sign Up
or Sign In

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

January-June Farm Cash Receipts Up 3.3%

Canadian farm cash receipts through the first two quarters of 2025 were up slightly from the same period a year earlier, thanks mainly to strong livestock returns. A Statistics Canada report Friday pegged total farm cash receipts in the January-June period at $49.6 billion, up $1.6 billion or 3.3% from the previous year. But it was livestock that led the way. Total livestock receipts rose 10.8% or $2.1 billion to $21.3 billion in the first two quarters, on account of higher prices for all livestock types except poultry. On the other hand, crop receipts were little changed – inching up $80.2 million or 0.3% - to $25.9 billion. Meanwhile, program payments declined, falling $584.5 million or 20% to $2.3 billion. While cash receipts increased for most crops in the January-June period, StatsCan said those gains were offset by reduced receipts for barley and lower liquidations of deferred crop sales in Western Canada. Total oilseed receipts through the first two quarters of 2025 wer

Alberta Harvest Advances; Yield Potential Improves

Alberta yield potential is improving as the harvest advances. Friday’s weekly crop report estimated dryland yields for major crops at 19% above the 5-year average and 11% above the 10-year average. That marks a 4-point increase in both indexes from the estimates last reported two weeks ago. Meanwhile, the harvest of major crops (spring wheat, oats, barley, canola, and peas) was pegged at about 8% complete as of Tuesday, up 6 points from a week earlier although still behind the five- and 10-year averages of 15% and 12%, respectively. The harvest of all crops was reported at 11% done as of Tuesday, versus 2% two weeks earlier. The average Alberta spring wheat yield is now estimated by the province at 50.6 bu/acre, with oats and barley at 71.8 and 69.1 bu. Canola is estimated at 39.7 bu/acre, and peas at 47 bu. “The extended period of rain and cool temperatures, which occurred while crops matured, appears to have been beneficial with multiple reports of yields surprising to the up

Pulse Market Insight #281

First StatsCan Crop Estimates for 2025 This week, StatsCan issued its first yield and production estimates for 2025 crops. These numbers are based on computer models using satellite vegetation images which, in our view, have been getting better at estimating yields. That said, these first estimates were based on the situation at the end of July; weather and crop conditions have changed considerably since then, some worse but mostly better. As combines got rolling this fall, one common theme we’ve been hearing from many parts of the prairies has been that yields are coming in better than expected. Rainfall was variable across the prairies but in all regions, 2025 was a much milder summer than the last 3-4 years when extended periods of extreme heat reduced yields. If these early positive results continue through the rest of harvest, we wouldn’t be surprised if these initial StatsCan numbers are the low-water mark for the season. For peas, StatsCan reported a yield of 36.6 bu/acre, up

Association of Equipment Manufacturers plans to lobby ahead of fall parliamentary session

Policies that help farmers adopt precision technology and maintain their right to repair are among priorities for the Association of Equipment Manufacturers ahead of the fall parliamentary session. The association says equipment manufacturers are looking to lawmakers to help them adapt in the midst of significant trade challenges and other issues like chronic labour shortages and an infrastructure deficit. Tariffs and the uncertainty surrounding them have led to higher costs for manufacturers. Aaron Wetzel, John Deere’s vice-president of production systems, said in July that the majority of their whole goods and components were exempted from tariffs under the CUSMA trade agreement. However, materials needed to make equipment may face tariffs — for instance, Canada’s 25 per cent tariffs on U.S. steel, copper and aluminum.

New traceability regulations coming for Canadian cattle ranchers

Canadian cattle producers are awaiting new federal traceability regulations following a two-year consultation process. The Canadian Food Inspection Agency (CFIA) released an “owner’s guide” based on early industry consultation. Amendments to the guide are anticipated, but have been delayed by the federal election. Rick Wright, the chief executive officer of the Livestock Markets Association of Canada, expects that it will happen in the first or second quarter of 2026, and after that, there’ll be a one-year soft launch of the enforcement of it. He says the lengthy implementation has been necessary. The regulations represent what he calls an essential emergency management tool in an era of increased global trade and travel risks. The updated regulations are designed to prepare for disease outbreaks by shortening the movement reporting window from 30 days to seven and introducing new requirements for premises identification.

More…

Badges | Report an Issue | Terms of Service