Summer 2013 Vol. 19, Issue 2 $10.00
Keeping Ontario’s Meat and Poultry Industry Informed
7TH ANNUAL QUEEN'S PARK FARMERS' MARKET pg. 13
MEMBER PROFILES JW Foods pg. 16 Canada Compound Corporation pg. 18 Ontario Turkey pg. 20
ALSO INSIDE: Quick Tips for Promoting your Small Business pg. 28
Proposed changes to Regulation 31/05 pg. 8
IFPT - Food Manufacturing Apprentices pg. 12
Summer 2013 | Volume 19, Issue 2 ADMINISTRATION EXECUTIVE DIRECTOR | Laurie Nicol laurie.nicol@oimp.ca TECHNICAL DIRECTOR | Daphne Nuys-Hall technical@oimp.ca MARKETING AND COMMUNICATIONS DIRECTOR | Heather Nahatchewitz heather@oimp.ca MEMBERSHIP COORDINATOR | Janet Wellwood info@oimp.ca MARKETING AND DESIGN COORDINATOR | Nikki Stager n.stager@oimp.ca Ontario Independent Meat Processors 7660 Mill Road Guelph, Ontario N1H 6J1 Tel: (519) 763-4558 Toll: (800) 263-3797 Fax: (519) 763-4164 www.oimp.ca news@oimp.ca BLOCKtalk is the official publication of the OIMP, distributed to over 550 OIMP members, commodity groups, and others throughout the industry, providing excellent advertising opportunities for suppliers of the meat and poultry industry to promote their newest, most innovative, supplies, equipment, and technology. BLOCKtalk encourages Associate Members and supporters of the industry to submit articles which would be beneficial to our members. BLOCKtalk ads must be sent electronically and properly sized high resolution (300 dpi.) in either a .jpg, .tiff, or .PDF format. PUBLICATION Spring Summer Fall Winter
ADVERTISING DEADLINE February 15 May 15 August 15 November 15
The information published in BLOCKtalk is compiled from a variety of sources, which we believe to be reliable; however, OIMP does not guarantee, and assumes no responsibility for, the correctness of the information.
BOARD OF DIRECTORS PRESIDENT | Cory Van Groningen VG Meats - Simcoe PAST PRESIDENT | Joe Abate Abate Packers - Arthur VICE PRESIDENT | Richard Halenda The Meat Depot - Oshawa SECRETARY/TREASURER Carol Goriup Florence Meat Supplies - Oakville DIRECTORS Shannon Desborough Finest Sausage & Meat - Kitchener Christine Hobson Halenda’s Fine Foods - Oshawa John Koch Walnut Hill Farm - Gads Hill Marc Oliver Sargent Farms - Milton Brenda Reinhardt Sprucedale Quality Meats - Sprucedale Tim Schinkel Schinkel's Legacy - Chatham OIMP Vision Provide leadership for Ontario’s meat and poultry industry by fostering innovation, promoting food safety and integrity and recognizing excellence. OIMP Mission Strengthen Ontario’s meat and poultry industry by working with stakeholders, responding to challenges and identifying opportunities on behalf of the membership. OIMP CORE STRATEGIES • Member Relations • Industry and Government Relations • Industry Development • Market Development
INDEX 4
Accountable To You
4
Engaged with Industry
5
Welcome to the Association
6
Member Achievements
7
Food Handler Training Workshop
8
OIMP TechTalk: OIMP Submission Regarding Proposed Changes to Ontario Meat Regulation 31/05
10
Safety First: Preventing Slips, Trips and Falls
12
Conestoga graduates first Process Operator Food Manufacturing Apprentices
13
7th Annual Queen's Park Farmers' Market
15
OIMP Workshop Series
16
JW Foods
18
Canada Compound Co. - Selling Solutions
20 Ontario Turkey: Making the Super Switch 22
Turkey Pan Bagnat Recipe
23 Available Funding Programs 25
Proposed Changes to the Meat Regulation: Good Industry Representation at Information Sessions
26
Names in the News
28
Marketing Matters: Quick Tips for Promoting your Small Business
30
Advertiser Index
KEEP US INFORMED Your input is essential to produce the best newsletter possible! If you know of a newsworthy person or event, please contact us.
www.ontariomeatandpoultry.ca
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ACCOUNTABLE TO YOU • local demand; and
TOGETHER WE’RE STRONGER
• recognition for Ontario’s meat and poultry sector as 23% ($9 billion) of Ontario’s $39 billion food and beverage processing industry revenue.
MEMBER DIRECTORIES
At the same time, meeting our own challenges: • low livestock numbers; • competitiveness; • changing consumer demands; I’m looking forward to representing Ontario’s independent meat processors who provide a significant contribution to Ontario’s livestock production, employment within the province, and the vital connection between producers and consumers.
• regulatory changes; and • labour shortages. Know that the OIMP board and staff are working hard to ensure we stay on top of industry issues and opportunities. We pray for a safe and busy summer season for all.
Our industry has an important role managing and addressing: • proposed government changes; • food security;
Cory Van Groningen President
ENGAGED WITH INDUSTRY I also want to thank the members who took the time to attend one of OMAF’s consultation sessions or who responded to our survey regarding the proposed changes to Ontario Meat Regulation 31/05. There are a lot of different voices out there; make sure yours is represented. We will continue to work with OMAF as we move forward ensuring that food safety remains the number one priority and that we protect the investments made by our member plants to meet regulatory requirements.
Cobourg and Sudbury were the next stops in a series of regional meetings OIMP is conducting across the province. These meetings provide a great opportunity to bring together operators to discuss challenges and opportunities specific to their region, and remind them of the benefits of belonging to OIMP, explaining what resources and support are available. These meetings also give us a chance to visit plants in the surrounding areas. Thanks to our members on Manitoulin Island, Burt Farm Country Meats, Manitoulin Island Community Abattoir, and Papa's Meats & Deli for the tours! 4
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OIMP has a new YouTube video on our Ontario Meat and Poultry channel “Proud Members”. Thanks to George Wilson, VP Conestoga Meat Packers, and Gerhard Metzger, owner of Metzger Meats, our latest production highlights the great work our members do and important relationship they provide between primary producers, processors and the meat products that we serve to our families. Wishing everyone a safe and busy summer – happy grilling!
For a complete list of OIMP Business and Associate members please visit the Members Only section of www.oimp.ca Business Members - 165 Business Retail Member - 33 Retail Associate Member - 10 Associate Members - 58 Affiliate Members - 6 Contact us and ask how you can help increase our voice in the industry. If you require membership literature, please let us know. Member Helpline: (800) 263-3797 info@oimp.ca * www.oimp.ca OIMP LIFETIME MEMBERS OIMP presents the prestigious Lifetime Membership Award to individuals who have made outstanding contributions to the Association and Ontario’s meat and poultry industry. • Ron Deeth (1995)
• Leo Rocheleau (2001)
• Dr. Ron Usborne (1996)
• Gerry Houtzager (2003)
• Nancy Ackert (1997)
• Pat Johnson (2005)
• Jim Vidoczy (2000)
• Tony Facciolo (2011)
OIMP LONG TIME MEMBERS Thank you to our long time members who have been helping move the industry forward for over 25 years. • The Beef Way, Kincardine - Member since 1979 • Ontario Pork, Guelph - Member since 1980 • Gord’s Abattoir, Leamington - Member since 1982 • L’Orignal Packing, L’Orignal - Member Since 1986 • MMIS/MONDO, Aurora - Member Since 1986 • Nitta Casings, Markham - Member Since 1986 • Walnut Hill Farms, Gads Hill - Member Since 1986 MEAT INDUSTRY ACHIEVEMENT (MIA) AWARD RECIPIENTS • 2007 - Leo Rocheleau, Maidstone • 2008 - Stemmler’s Meat & Cheese, Heidelberg • 2009 - VG Meats, Simcoe • 2010 - Springer’s Meats, Hamilton • 2011 - Halenda’s Fine Foods, Oshawa • 2012 - In Memory of Dave Tiller
Laurie Nicol Executive Director www.oimp.ca
WELCOME TO THE ASSOCIATION
Building an informed and engaged membership representing a diverse Ontario meat and poultry industry. A complete list of OIMP Members can be found in the Members Only area of www.oimp.ca.
Business Members DOKKAN FINE HALAL FOOD Mohamed Emara 1940 Appleby Line, Burlington (905) 319-1807 www.dokkan.ca EARLIDALE MEATS Andrew Martin 2065 Floradale Rd., Elmira (519) 669-2300 TIM'S MEATS, DELI & GROCERY Tim Jones 300 Empress Ave. S, Thunder Bay (807) 344-0056
Retail Associate Members BLUEWATER BEEF Sandi Shaw 3472 Waterworks Rd., Mooretown (519) 864-4131 www.bluewaterbeef.com BUIS BEEF Mike Buis 7792 Seventh Line E, Chatham (519) 352-5789 www.buisbeef.ca DINGO FARMS Denise Harrison 3412 8th Line, Bradford (905) 775-5520 www.dingofarms.com
www.ontariomeatandpoultry.ca
HEALTHY MEATS Jim Wineck 121 Brock St N, Whitby (905) 665-3092 www.healthymeats.ca NICHOLYN FARMS Lynda Van Casteren 3088 Horeshoe Valley Rd., W, Phelpston (705) 737-4498 www.nicholyn.com
Abate Packers Ltd. processes many quality game meats such as, rabbit, cornish hens, quail, duck, and chicken. We also have fully cooked products such as chicken souvlaki, patties and all different types of roaster wings. PLACE AN ORDER TODAY!
www.abatepackers.com 7597 Jones Baseline, RR 1, Arthur ON N0G 1A0 | Tel: (519) 848-2107
OAKRIDGE ACRES COUNTRY MEAT STORE Mark Gerber 2132 Greenfield Rd, Ayr (519) 632-7653 www.oakridgeacres.ca ROBERT'S BOXED MEATS Robert Beausoleil 1601 River Rd, E, Kitchener (519) 894-3800 www.robertsboxedmeats.ca
Associate Members REISER [CANADA] CO. Garry Taylor 1549 Yorkton Court, Burlington (905) 631-6611 www.reiser.com Supplier Category: Packaging/ Labelling; Processing Machinery
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MEMBER ACHIEVEMENTS Fostering innovation, promoting integrity, and recognizing excellence. Ontario Veal YES Vote The Ontario Farm Products Marketing Commission (OFPMC) released the results of a vote that was held this March by the province’s veal and dairy producers to support the creation of a veal marketing board. The Commission says that producers’ overwhelmingly supported the creation of a marketing board with 88.3% voting in favor of the proposal.
Stemmler Meats on 2013 PROFIT 500 List PROFIT Magazine placed Stemmler Meats on the 25th annual PROFIT 500, the definitive ranking of Canada’s Fastest-Growing Companies. PROFIT 500 ranks Canadian businesses by their revenue growth over five years and in the Food Processing and Distribution Sector of the list, Stemmler Meats ranked 15th. “We are honored and proud to be on the PROFIT 500 ranking,” says Co-owner Kevin Stemmler. “This achievement reflects the strength of our product, brand and the dedication of our entire staff.” PROFIT: Your Guide to Business Success is Canada’s preeminent publication dedicated to the management issues and opportunities facing small and mid‐sized businesses
Ontario Pork announces Board Election results The Ontario Pork Board of Directors is pleased to announce that Amy Cronin was reelected Chair and John De Bruyn was elected as Vice–Chair. Eric Schwindt from Elmira is the newest member of the board serving Zone 2 (Perth, Niagara, Oxford, Golden Horseshoe, Haldimand-Norfolk and Waterloo). He replaces Curtiss Littlejohn who retired this spring. Other members include, Doug Ahrens, Beth Clark, Oliver Haan, Arno Schober, Teresa Van Raay and Bill Wymenga. 6
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“The vote passed and we could not be happier with the overwhelming mandate we received,” said Judy Dirksen, President of Ontario Veal Association (OVA). “All of the hard work of our board members, staff and producers has finally come to fruition. We want to thank Ontario’s veal and dairy producers for allowing us to take this next step in the evolution of our organization,” she explained. OVA Executive Director Jennifer Haley says that a timeline for the establishment of the marketing board has not been set out yet, noting that it will take time to develop.
OSMA Board selects new GM The Ontario Sheep Marketing Agency (OSMA) is pleased to announce that Jennifer MacTavish has accepted the position of General Manager. Jennifer has been Executive Director of the Canadian Sheep Federation Jennifer MacTavish, OSMA General Manager since 2004 and brings significant expertise and knowledge of the Canadian sheep industry. Her experience working with industry and government organizations is a strong asset that will enable her to provide leadership for Ontario’s sheep industry.
www.oimp.ca
ABOUT THE WORKSHOP The workshop focuses on five key areas that are critical for those working in the food processing industry: 1. Food Safety Responsibilities 2. Food Safety Hazards 3. Controlling Hazards 4. Food Safety Management Systems 5. Management’s Responsibilities for Food Safety The workshop offers an interactive learning environment, is instructor led, and delivered in English. Meets the training requirements within Ontario Meat Regulation 31/05 and is accredited with Toronto Public Health as meeting the requirements in City of Toronto Municipal Code Chapter 545, Licensing. WORKERS AND SUPERVISORS 1.5 days for workers, and 2 days for supervisors.
www.ontariomeatandpoultry.ca
Presentation slides, workbook and examination are available in 10 languages: English, French, German, Italian, Polish, Portuguese, Punjabi, Simplied Chinese, Spanish and Traditional Chinese. TESTING YOUR UNDERSTANDING The workshop prepares you for the Food Handler Training examination, taken immediately following the workshop. Upon successful completion, students will receive a Certicate of Completion issued through the University of Guelph, Ridgetown Campus. WORKSHOP DATES
TESTIMONIALS “Concise - Worth taking the time off work.” “The instructor has in-depth knowledge of the program.” “Covered the entire gamet of food safety with just the right level of information.” “Real stories about people affected by lack of food safety.” “Learning new areas of food safety. It was a great course and I would recommend it.”
September 11 - 12, 2013 - Mississauga Helping You Put the Pieces Together
HOW TO REGISTER To register for a Food Handler Training Workshop visit www.oimp.ca and download a registration form or call the OIMP office (519) 763-4558 to request one.
Ontario Independent Meat Processors Tel: (519) 763-4558 | Fax: (519) 763-4164 info@oimp.ca | www.oimp.ca
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- OIMP TechTalk-
OIMP SUBMISSION REGARDING PROPOSED CHANGES TO ONTARIO MEAT REGULATION 31/05 By Daphne Nuys-Hall, OIMP Technical Director
OIMP supports the need for a strong regulatory system and has been involved in strengthening Ontario’s Meat Regulations since the early 90’s; including the requirement that all animals slaughtered and offered for sale in Ontario must be inspected. Our participation in the 2001 and 2005 meat regulation consultations supported the requirement for OMAF to license businesses (FSMP) conducting high-risk activities and our ongoing participation on OMAF’s Technical Review Committee demonstrates our commitment to ensuring the regulations are riskbased and outcome-driven, advocating for change when necessary. Since the proclamation of Ontario Meat Regulation 31/05, it has not been without challenges. No one could have foreseen the diversity of businesses impacted by this regulation. We appreciate the Ministry for listening to industry regarding the challenges facing them, and support the desire to reduce regulatory burden while ensuring food safety standards are not compromised. OIMP’s submission regarding the proposed changes were based on our participation in the four OMAF consultation sessions, results of a recent survey of OIMP members, and opinions gathered while talking to those directly involved in the industry. Food safety is our primary concern: • regardless of where the product is made (in a meat processing plant, butcher shop, grocery store, restaurant, home kitchen or basement); • regardless of where the product is being consumed; and • regardless of volume when the product or activity is considered a high risk. Ontario consumers expect the government to provide oversight to ensure the products they are consuming will not make them ill. One illness or worse, death, related to a meat product, regardless of who is responsible for licensing or inspecting, impacts the entire industry. Ontario’s provincially-licensed plants remain tainted as a result of the Aylmer incident in 2003.
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Justice Haines recommended that the provincial government ensure that the standards for all meat retailers be consistent whether under the Food Premises regulation or pursuant to any regulation developed under the Food Safety and Quality Act, 2001. In Chapter 9 of the report, Meat Retail and Distribution, Justice Haines notes that “While food safety is important at all stages of the food continuum, it is especially so in the retail and distribution stage where the meat will be sold, sometimes in a ready-to-eat form, to the consumer. Meat that is not properly stored, handled, or prepared at any food service premises may not be safe for consumption.” Industry has expressed concern regarding the confidence that Public Health Inspectors under the Food Premise Regulation can provide the oversight and regulatory standards to address the food safety risks with the manufacturing and distribution of OMAF’s currently regulated products. Considerations: • Public Health inspectors would require training to be able to oversee meat processing procedures similar to that provided to OMAF further processing inspectors. • OMAF utilizes a risk-based inspection frequency ensuring that meat plants conducting Category 2 activities receive inspection ranging from every 6 weeks to daily. Public Health Inspectors would need to use a similar model rather than the current requirement to inspect not less than once every four months for high-risk food premises. • Under the Food Premise Regulation, consideration should be given to issue licenses to businesses conducting Category 2 activities. • While there is a distinction between an assembled food product and assembled meat product industry noted the need for assembled products to be regulated under the same process control standards as an OMAF licensed plant producing the same type of product. Industry questioned how the percentage of meat can determine the level of risk (i.e. e-coli related to ground beef). www.oimp.ca
- OIMP TechTalk-
“While food safety is important at all stages of the food continuum, it is especially so in the retail and distribution stage where the meat will be sold, sometimes in a ready-to-eat form, to the consumer. Meat that is not properly stored, handled, or prepared at any food service premises may not be safe for consumption.� Although there was general support for small distribution volume exemptions, there still remained concerns with how Public Health Inspectors monitor the threshold, and whether these exemptions will create a competitive disadvantage for licensed meat plants. Industry does not support exemptions for food service operators performing Category 2 activities, such as operating a smokehouse located inside or outside the establishment, or using curing agents, and feel they should be subject to the same requirements as a licensed meat plant under Food Safety and Quality Act: O. Reg. 31/05. OMAF licensed meat plants will be subject to Meat Plant Guidelines to support the production of safe fermented sausage and dried meat products and will incur costs to meet these requirements while food service establishments producing the same product would not be required to. Ensuring our industry remains competitive is a real concern. Some members have expressed apprehension that support for a number of the proposed exemptions will move the industry backwards. We cannot jeopardize the strides we have made with major retailers
and food distributors in moving away from a federal-only policy. The lack of compliance and enforcement of businesses conducting regulated activities without a license is a problem today and could be compounded with exemptions. When decisions have been made regarding the proposed changes that take effect January 2014, OMAF needs to develop a comprehensive communication plan informing those operating outside of the regulations the penalties and enforcement activities. Further, colleges offering culinary programs have a responsibility to teach their students how to make high-risk products (curing, smoking, and drying) that includes the regulatory requirements. OIMP is committed to working with OMAF in the days ahead to ensure the regulatory language supports industry needs. It is imperative that the voice of the provincially-licensed meat plants be heard as they will be directly affected by decisions that will impact them financially, and may threaten their sustainability. A copy of our submission can be found on www.oimp.ca. Daphne Nuys-Hall is the Technical Director at OIMP. For more information contact Daphne at (519) 763-4558 Ext. 222 or technical@oimp.ca
- Safety First -
PREVENTING SLIPS, TRIPS AND FALLS It’s probably happened to most of us - a stumble down a stairway, a trip over an uneven surface, slipping on the ice or tripping over an object on the floor. These happen anywhere at any time and most often they result in a moment of embarrassment and we quickly recover our footing and move on. However, these incidences can also lead to a variety of regrettable events ranging from a simple twisted ankle to an extremely serious injury. Every day 80 workers are injured because of a fall – that’s 1 every 20 minutes, and every year there are about 17,000 lost time injuries due to falls. Slips and trips account for 65% of all fall-related injuries, while falls from heights account for 34%, and many of the work-related deaths that occur in Ontario. The average WSIB claim cost is $11,771; however, when you factor in other costs such as replacement workers, lost productivity and equipment damages, these costs can increase to as much as four times the claim cost. Source: WSIB
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“Safety is everyone’s responsibility and by recognizing and controlling the hazards in your workplace you can minimize the risk to yourself, your employees, and your business.” By the very nature of the work, the meat industry is particularly vulnerable for injuries and lost time claims caused by slips, trips and falls. The slaughter and processing environment is exposed to vast amounts of water due to routine sanitation activities, fats and greases on the floors from the products being worked on, and ice buildup on the floors in freezers and cold storage areas.
www.oimp.ca
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Our commitment to our client is absolute. From the front desk to the corner office, we strive to deliver service that is over and above your expectations.
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Every day 80 workers are injured because of a fall – that’s
1 EVERY 20 MINUTES
Employers, supervisors and workers in the meat industry need to be aware of the hazards that exist in their environment and control for those hazards in an effort to reduce or eliminate the risk of injury, and in extreme instances - death. There are 5 key areas of control that employers can focus their prevention efforts on: 1) Housekeeping Good housekeeping is the first and the most important level of preventing falls due to slips and trips. It includes cleaning all spills immediately; removing debris from floors; keeping walkways and stairwells free of clutter; and maintaining good lighting for work areas and walkways. 2) Flooring The quality of flooring is critical in preventing slip and trips and should be regularly maintained to eliminate slipping and tripping hazards. Replacing floors, installing anti-slip mats, or resurfacing floors can help to improve safety and reduce the risk of falling.
www.ontariomeatandpoultry.ca
3) Footwear The shoes we wear can play a big part in preventing falls. The slickness of the soles and the type of heels worn need to be evaluated to avoid slips, trips and falls. Shoelaces need to be tied correctly. When selecting proper footwear, it is important that it be appropriate footwear for the work environment (i.e. slip-resistant safety shoes or boots). Footwear that fits properly increases comfort and helps to prevent fatigue, which also improves safety for employees. 4) Lighting Poor lighting in the workplace is associated with an increase in accidents. Keep work areas well lit and clean. Replace burnt out bulbs or broken light fixtures immediately. 5) Employees Employees should have a good understanding of slip, trip and fall hazards in their workplace. This understanding should be developed through orientation and ongoing training sessions. Training should also include information on the procedures and policies in place for maintaining good housekeeping and cleanliness.
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CONESTOGA GRADUATES FIRST PROCESS OPERATOR - FOOD MANUFACTURING APPRENTICES Apprentices and their employers recently enjoyed a special graduation ceremony at Conestoga’s BLOOM restaurant in Waterloo. This graduation marked the first group of apprentices to complete their training for the Process Operator - Food Manufacturing apprenticeship program. The group consisted of employees from Chudleigh’s, Ippolito Fruit and Produce, Grand River Foods, and McCormick.
“Ontario is the first province in the country to recognize Process Operator - Food Manufacturing as an apprenticed trade.”
~ Luis Garcia, IFPT Chair
“Ontario is the first province in the country to recognize Process Operator - Food Manufacturing as an apprenticed trade and Conestoga is very proud to be graduating our first class,” remarked Luis Garcia, Chair of the Craig Richardson Institute of Food Processing Technology (IFPT) at Conestoga. Ermias Michael, an apprentice from Chudleigh’s in Halton Hills appreciated the in-depth knowledge he acquired about how food is actually processed, the food safety components, and how he really benefited from the experience and increased confidence that came from the in-school training.
SM - OIMP ad_4,1675x5,4375_Layout 1 13-05-21 9:51 AM Page 1
Ippolito’s apprentice Paula Carvalho enjoyed her diverse group of classmates. Sharing experiences with apprentices that came from different sectors of industry and different backgrounds made their learning experience so much richer. They were able to learn from each other and she found it interesting to see that they faced similar challenges within their respective sector of the industry. Robin Liska, training coordinator with Chudleigh’s, said that participating in the apprenticeship opportunity was a great learning experience for all involved. She is happy she now has such a wellrounded employee and is looking forward to turning to Ermias for training purposes in their facility. The program was designed to meet the specific skills required by the food and beverage manufacturing industry. It provides students with theoretical knowledge and practical skills that will enhance their career in the industry. Subjects covered in the program include mechanical and electrical techniques, food safety, and continuous quality improvement and communication skills. For information on how to get your employees enrolled in the program please visit www.ifpt.ca, call (519) 748-5220 Ext. 2499 or email ifpt@conestogac.on.ca.
Institute of Food Processing Technology 850 Fountain St. S., Cambridge, ON N3H 0A8 Tel: (519) 650-3741, www.aofp.ca 12
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The Experts in Sanitation Solutions Effective Systems, Methods and Solutions Adapted to the Food & Beverage Industry
Subsidiary of Sani Marc Group
Food & Beverage Division
1 888 749-9699 sanimarc.com www.oimp.ca
7TH ANNUAL QUEEN’S PARK FARMERS’ MARKET OIMP was happy to be invited to participate in this annual event hosted by Foodland Ontario (OMAF). Carol Goriup, Co-Owner Florence Meats, and OIMP SecretaryTreasurer, graciously agreed to represent the OIMP to the attending MPP’s, Queen’s Park staff, public, and the Premier/Minister of Ontario Agriculture and Food, Kathleen Wynne. Approximately 20lbs of bacon and 4lbs of snack sticks were offered as bite-size samples to the 1000+ attendees that joined us for the two-hour event. Many thanks to Schinkel’s Legacy, Metzger Meats, and Florence Meats for your generosity in providing the delicious products to sample. * Cover photo: Carol Goriup, Florence Meats & the Honourable Kathleen Wynne, Premier of Ontario and Minister of Agriculture and Food.
www.ontariomeatandpoultry.ca
Carol
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WANTED
OIMP is on the hunt for the best of the best. Get ready to enter your finest products in the 2013 Ontario Finest Meat Competition.™
Become an Exhibitor Your participation in the exposition is an excellent opportunity to demonstrate your products and services to a captive audience from Ontario’s over 1400+ meat processors and independent butcher shops and delis (retailers).
This 2-day event will bring together all sectors of the meat processing industry in one location.
October 25 - 26, 2013 International Centre, Hall 6 6900 Airport Road, Mississauga
Exact dates are to be determined, but the registration deadline will be mid-August. Judging will take place September, 2013. Stay tuned for more details. If you have any questions please contact the office (519) 763-4558.
2013 OIMP WORKSHOP SERIES Creating satisfaction from dissatisfaction - the customer complaint experience! Resolving Customer Complaints Workshop Wednesday, June 19, 2013 1:00 pm - 4:00 pm OIMP Boardroom or via Live Webinar Guelph, ON Workshop outline: An effective customer complaint process not only provides a resolution to the customer’s issue, but also provides insight for improving internal processes and procedures so that the issue does not repeat itself. This workshop, led by Robin Harris, Quality Assurance Manager for Longo’s, will walk participants through the customer complaint process from receiving the call, to complaint investigation and resolution in which successful execution can lead to not only a satisfied customer but also improve your operations. You will leave this workshop with a solid understanding of: • What to do when a complaint is received • Investigating the complaint and root cause analysis • How utilizing third party support can help • Resolving the complaint with the customer
Understand the true value of applying effective, low cost ergonomic principles and reap the rewards with a healthier, more productive workforce. Ergonomics in the Meat Industry Workshop Wednesday, July 17, 2013 1:00 pm - 4:00 pm OIMP Boardroom or via Live Webinar Guelph, ON Workshop outline: Promoting safe workplaces has rewards for both workers and businesses, including increased productivity, improved employee morale, reduced absenteeism and reduced expenses associated with injury and illness. This workshop, led by Sandra Patterson, an ergonomist with Workplace Safety and Prevention Services, will highlight those areas or processes in a meat plant that may contribute to ergonomic injuries to employees, and cost effective solutions to reduce the likelihood of occurrence. At the end of the session you will: • Have a greater understanding of what ergonomics and musculoskeletal disorders (MSDs) mean and its impact on your business’ bottom line • Learn how to identify potential MSDs risk factors in your business • Explore cost effective solutions to reduce the threat of MSDs and improve productivity • Have a process to address your reactive and proactive needs
Presented by: Robin Harris of Longo’s Manager of Food Safety since 2007 at Longo Brothers Fruit Markets, Robin has played a key role in the licensing, compliance, training, GMP’s and labelling in Longo’s Licensed Free Standing Meat Plant. Robin is the leading force behind the Longo’s Supplier Inspection Program which focuses on local and private label product suppliers. Robin and her team manage food complaints from start to finish and utilize many different avenues to resolve customer complaints with the main goal of customer retention. During the last fiscal year this team handled 880 food complaints.
Presented by: Sandra Patterson Ergonomist, Workplace Safety and Prevention Services Sandra Patterson has a Bachelor of Science degree in Kinesiology from the University of Waterloo. She is a Canadian Certified Professional Ergonomist (CCPE) as well as a Canadian Registered Safety Professional (CRSP) with close to twenty five years experience working for the WSIB and IAPA / WSPS. Sandra has additional qualifications in disability claims management, healthy workplaces, and workplace violence and harassment. Her experience spans a wide variety of industry sectors, unionized and non-unionized work forces, and office and industrial environments.
Registration is required as space is limited. To register visit www.oimp.ca to download a registration form or contact the OIMP office (519) 763-4558. www.ontariomeatandpoultry.ca
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- Business Member Spotlight -
JW FOODS Grew out of a love of food and a thirst to turn the ordinary into the extraordinary! By Heather Nahatchewitz, Marketing and Communications Director
It’s unfortunate words on paper can never truly capture the passion radiated by JW Foods co-owner William (Bill) Fehr. In an office just off the retail floor, I sat down to talk to Bill about the business he owns with wife Tasia and brother-in-law Steve Trougakos. Sitting still was apparently a challenge for Bill as when asked where he spends most of the workday his answer was ‘everywhere’. And by workday I mean early mornings leading into the evening. Often Tasia will call Bill to ask when he’s coming home as he loses track of time and doesn’t realize its 8 or 9 at night. Now I consider myself a positive person but pale in comparison to Bill’s undeniable and contagious optimism, and I was itching to ask Tasia how she handles spending 24/7 with such a high-energy person. (Must be the food.) When Bill and his brother took over the business from their father George in 1995, customers were primarily food service establishments. In the years since, restaurants and caterers now only account for about 10% of sales as other markets proved more profitable. Wholesale now accounts for 40%, the retail operation 40% and the remaining 10% in pre-portioned meals available through distributors, by order online, or pick-up at the store. It’s in this last 10% that JW forecasts the largest growth in volume. A year ago this segment exploded when JW became known to
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pro-athletes (including NHL players), bodybuilders (like 4x Mr. Olympia Jay Cutler), and fitness models, as exceptional suppliers of quality, portion-controlled meals. In addition to the benefits of pre-portioning, products are considered clean, something extremely important to athletes and other proponents of healthy eating. As Bill explains it, clean means keeping end-products as natural as possible, having no more than five ingredients, and no added preservatives or salt. To further grow this market, JW partners with supplement companies and gyms, and exhibits at shows like the Toronto Pro SuperShow – Canada’s largest fitness expo. But you don’t have to be a pro-athlete to enjoy JW products, assured Bill. There’s no judging when you visit JW Foods retail location or order online, but if you have a penchant for clean and healthy products you’re definitely at the right place. In fact, JW doesn’t sell anything they consider unhealthy, and has stopped ordering items that contain ingredients like corn syrup, even if the product was popular with customers. And what’s popular with the owners of JW Foods? For Bill, it’s the grass-fed beef (sourced from OIMP member VG Meats). Tasia loves the panko-crusted chicken tenders and Steve says he’s all about the chicken (supplied by Sargent Farms, another OIMP member). “We source only the best proteins and like to know
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- Business Member Spotlight -
“OIMP alleviates stress. I feel stronger. I don’t feel alone.” ~ Bill Fehr, Co-Owner where it comes from,” says Bill. “We go out to the farms and meet the farmers and invite them to come visit our store.” “We need to instill healthy habits in our kids, clean eating is part of that,” says Bill, who’s proud to say his own children have grown up to prefer nutritious food over the mainstream fast food and convenience items. Lucas, 13, and Olivia, 11, experience the culture first hand on weekends when Olivia helps mom Tasia on cash and Lucas acts as runner in a store that is often so busy there’s little room to move. When asked if they will go into the family business, Bill admits he hopes so, but as long as they are happy with what they do that’s all that matters. Although only some employees are relatives, all are considered family. “It’s about treating people with respect,” says Bill. “That’s why we have such little turnover. And it never hurts to have some fun to break up a tedious task every once in a while.” Even customers are encouraged to ask questions, have a conversation. “We have an atmosphere like Cheers,” laughs Bill, “where everyone knows your name.” It’s no surprise that his favourite
www.ontariomeatandpoultry.ca
part of the job is talking to people and getting to know his customers better. Through their OIMP membership, Bill believes doors have been opened allowing them to meet others in the industry and bring value to their business. “If there’s something I don’t know, I have someone to call and get the answers,” explained Bill. “OIMP is a great organization that has helped us become who we are and Dave [Tiller] was a real asset to us in explaining our rights – someone in our corner. OIMP alleviates stress. I feel stronger. I don’t feel alone.” Any regrets? Not here. Bill says he would do it all the same, and would advise his younger self “to stay the path” and “enjoy every minute above ground”. Plans for the future include a renovation and expansion into the next unit of the plaza (owned by JW). By adding a kitchen and small sit-down area, JW will be able to widen the market and better meet the growing demand that has already required a second shift to be added. It seems the sky’s the limit for JW Foods, and who better to direct such aggressive growth then the man with seemingly boundless energy and enthusiasm, William Fehr (the Third) himself.
JW Foods Inc. 2201 Brimley Rd., Unit 1 TORONTO, ON M1S 4N7 Tel: (416) 298-1350 jandwfoods@rogers.com www.jwfoods.com Twitter: @jwfoods BLOCKtalk - Summer 2013
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- Associate Member Spotlight -
CANADA COMPOUND
CORPORATION SELLING SOLUTIONS With facilities strategically located in Toronto and Winnipeg, Canada Compound Corporation (CCC) has been serving customers throughout North America since 1927. A privately owned business, CCC employs 30 people, led by owner Mike Wallace. As official agents of global market leaders Fessmann and Travaglini, Gew端rzm端ller Spices and Seasonings and BITEC Starter Cultures; as well as Poly Clip Systems and Nitta Casing, Canada Compound provides meat processors with only top-quality equipment and products.
In their HACCP controlled blending facility they also cater to various needs and requirements for flavors, functional blends and complete custom units. Canada Compound expanded from its natural casing lines (beef, hog and sheep) to include ingredients and processing solutions, with production now their most popular service. In fact, this year, CCC will be focusing on the promotion of Travaglini and Fessmann equipment, along with CFIA-approved starter cultures that fight Listeria and other pathogens.
- Associate Member Spotlight -
“Our goal is to grow the company with quality products and leading edge solutions for our customers. It’s not just about providing the product but it’s also about providing excellent customer support,” says Wallace. And by combining a team with many years experience, proven market leaders, and industry associations, CCC has a pool of professionals to draw from to achieve just that. Wallace believes the industry is tightening up as big companies take over small companies, and with new food safety regulations, smaller companies need to expand to survive. CCC is well-situated to partner with customers and discover the perfect answer to their meat processing challenges.
When asked their specialty, Wallace further commits to the company maxim, “We don’t just sell products; we sell the solutions, from set-up to production,” and adds, “We pride ourselves on quality, competitive prices, service and delivery across Canada and the U.S.; always looking for new innovation to better serve our customers.”
“Supporting the OIMP is important because it helps develop the industry by working together as a team and supporting our customers.” ~ Mike Wallace
Canada Compound Co 391 Rowntree Dairy Rd. WOODBRIDGE, ON L4L 8H1, Tel: (905) 856-5005 www.canadacompound.com www.ontariomeatandpoultry.ca
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- Affiliate Member Spotlight -
MAKING THE SUPER SWITCH
Encouraging consumers to incorporate turkey into their daily diet.
Over the past few years, Turkey Farmers of Ontario has embarked on a major marketing campaign to overcome the preconceptions that many consumers have about both eating and cooking turkey. From the tradition of only eating turkey at holiday times to fears about cooking a whole bird, the consumer mindset about turkey seems fairly complex. Research shows that consumers like turkey – many just don’t think about eating it at other times of the year or prepared in different ways. The Ontario Turkey generic marketing campaign has set out to raise awareness and educate consumers about the benefits of turkey. It also provides consumers with ideas for different ways to eat it (types of cuts, new recipes, etc.), and reminds them that turkey is a great meal option any time of year. This year’s campaign elements are pushing the message even further and reaching consumers in exciting new ways. This spring and summer, Ontario Turkey will be highly visible and connecting with consumers from several different touch points. Our closed captioning sponsorships will air on television, new seasonal billboards will go up across the province, and our updated in-store signage will begin appearing at a variety of retail locations. New this year, our transit signage will be circulating on buses in the GTA, and ads will appear at bus shelters
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and mall posters. We also have an exciting new summer entertaining recipe booklet that will be distributed in the summer issue of the LCBO’s Food & Drink magazine, released on June 26th. These efforts will kick-start a dialogue with consumers, which we want to continue on an ongoing basis. As part of that engagement model, we regularly reach out to consumers through several vehicles. We have a monthly eNewsletter that is distributed to an impressive list of interested subscribers that allows us to share updates and tips, as well as delicious new recipe ideas. We have also established an active social media community that is not only informative but also provides consumers with a means to connect with both us. Consistent Twitter, Facebook and Pinterest updates, as well as new demonstration videos uploaded to our YouTube channel; help keep consumers inspired, interested and motivated to incorporate turkey into their diet. To continue to promote the health benefits of eating turkey, Ontario Turkey has teamed up with Weight Watchers Canada in a strategic partnership. Tapping into Weight Watchers’ (WW) immense membership, we are able to get our message out to a huge audience within the province. More importantly, these members are engaged participants actively seeking healthy food options, making them an
ideal fit for our goal of getting people to eat turkey on a more regular basis. Some of our recipes have been assigned WW PointsPlus values, making them an easy choice for their members to try. In addition, turkey was featured in a lean protein challenge that took place during the month of April. The challenge asked members to commit to making healthy choices and get the most out of their meals by adding protein-packed foods. During turkey week, they directed members to a turkey recipe and encouraged them to try turkey for dinner. This third-party endorsement – from a trusted source – gives us a positive association and should motivate consumers to at least think about turkey at a ‘non-traditional’ time of year.
www.oimp.ca
- Affiliate Member Spotlight -
“Capitalizing on the popularity of summer barbecuing and also the current food truck craze, the Ontario Turkey truck will be travelling around the province for the month of July handing out samples of delicious grilled turkey sliders.” We will also be heading out on tour with an Ontario Turkey food truck this summer, to further emphasize the message that turkey can be eaten any time of year. Capitalizing on the popularity of summer barbecuing and also the current food truck craze, the Ontario Turkey truck will be travelling around the province for the month of July handing out samples of delicious grilled turkey sliders. The truck will be making appearances at retail locations, summer festivals and events, and other unexpected locations where we can reach a crowd of people and get them to try turkey in a new way. An event team will also be on hand to distribute recipe cards, books, and other giveaways while educating consumers about making the super switch to turkey. To find out more about this year’s campaign, or to inquire about pointof-sale materials and recipe booklets for your customers, please contact us at (519) 748-9636. Turkey Farmers of Ontario 1120 - 100 Conestoga College Blvd. Kitchener, ON N2P 2N6 Tel: (519) 748-9636 www.turkeyrecipes.ca www.ontariomeatandpoultry.ca
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TURKEY PAN BAGNAT Pan Bagnat originates from the South of France. The word ‘bagnat’ comes from the words ‘to bath’. The bath refers to the dressing that is drizzled over the sandwich and absorbed into the bread just minutes before serving. Serves 4 | Prep Time: 20 minutes | Total Time: 20 minutes 3/4 lb (350 grams) cooked Ontario turkey breast, finely shredded 2 tbsp (30 mL) minced pitted niçoise olives 2 tbsp (30 mL) minced sundried tomatoes 1/4 cup (60 mL) mayonnaise* 1/4 tsp (1 mL) each salt and pepper 1 tbsp (15 mL) lemon juice 1 tbsp (15 mL) red wine vinegar 1 tsp (5 mL) anchovy paste 1 small clove garlic, minced 3 tbsp (45 mL) extra virgin olive oil 4 demi ciabatta baguettes, split in half lengthwise 2 hardboiled eggs, peeled and sliced 1 cup (250 mL) mixed salad greens 1 cup (250 mL) cherry tomatoes, halved 2 tsp (10 mL) capers 1/2 cup (125 mL) sliced red onion
In a bowl stir together shredded turkey, olives, sundried tomatoes, mayonnaise, and season with salt and pepper. In a separate small bowl, whisk together lemon juice, red wine vinegar, anchovy paste and garlic. Whisk in olive oil until emulsified. Top the bottom half of each roll with sliced hardboiled egg and the turkey mixture. Top turkey mixture with mixed greens, cherry tomatoes, capers, and red onion. Drizzle each sandwich with dressing and freshly ground black pepper. Top each pan bagnat with top bun half and press down firmly before serving. *Reduce fat by substituting regular for light mayonnaise.
To use OIMP recipes and photos in your own communications contact media@oimp.ca 22
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www.oimp.ca
AVAILABLE FUNDING PROGRAMS Growing Forward 2 The AgriInnovation Program The AgriInnovation Program is a five-year, $698 million initiative under the Growing Forward 2 policy framework. Of this, $468 million is available for funding projects based on applications from industry. The program will: • accelerate the creation, availability, application and transfer of knowledge and technologies to the sector; and • increase the successful demonstration, commercialization or adoption of agriculture, agri-food and agri-based innovations. The program ends March 31, 2018 and supports the following industryled streams: • Industry-Led Research and Development • Enabling Commercialization and Adoption The AgriInnovation Program will begin April 1, 2013. Early applications are now being accepted but no funding decisions will be communicated prior to April 1, 2013.
www.ontariomeatandpoultry.ca
The AgriMarketing Program The AgriMarketing Program is a five-year, $341-million program, under Growing Forward 2, that consists of a combination of government initiatives and contribution funding for industry-led projects. Its objective is to improve the agriculture, agri-food and agribased products sector's competitiveness in domestic and international markets by supporting industry in gaining and maintaining access to markets and capitalizing on market opportunities. It will achieve this objective through activities grouped into four streams: • Breaking Down Trade Barriers • Building Market Success • Market Development • Assurance Systems The AgriMarketing Program will come into effect April 1, 2013. Early applications are being accepted, but no funding decisions will be communicated prior to April 1, 2013. All activities must be completed no later than March 31, 2018. For more information visit www.agr.gc.ca and click on Programs and Services tab.
Cont'd pg. 24
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Career Focus Program 2 Funding The Food Processing Human Resources Council is pleased to announce that a new Career Focus Program (CFP) is beginning on June 1, 2013! CFP2 will now distribute up to $20,000 worth of wage subsidies to food and beverage manufacturers, distributers and wholesalers. This program offers a $1 for $1 wage subsidy, up to $20,000 for food and beverage manufacturers, distributors and wholesalers to hire a recent post-secondary graduate. Providing employers an opportunity to access some of the skills that can further strengthen the industry. Positions can include: business, marketing, logistics, sales, machine operator, product developers, engineering or other technical abilities. For more information and to complete the PreApproval Form visit www.fphrc.ca
The GFTC Legacy Fund The GFTC Legacy Fund (GLF) was established in 2013 after the merger of Guelph Food Technology Centre (GFTC) with NSF International. GLF has set aside up to $1.5 million to be invested over the next year in initiatives aimed at enhancing productivity, innovation, commercialization and sustainability for Food Processors in Canada. GLF intends to make this $1.5 million capital accessible to fund initiatives that can demonstrate material benefits to a meaningful number of food producers in the Canadian Food Industry. While this investment initiative is intended to promote activities that may benefit Canadian food producers of any size, GLF recognizes that specific productivity and innovation advancements that help small and medium enterprises (SME) in-turn can help the entire Canadian Food Industry
to expand and be more competitive on an international basis. The targeted individual investment size ranges from $25,000 - $300,000. GLF is inviting interested parties to submit proposals for consideration. Funds may be allocated as grants, loans or equity investments depending on the circumstance, merits and level of risk to be taken-on. For more information contact John Hamilton john.hamilton@strategex-cm.com
Southwestern Ontario Development Fund The Southwestern Ontario Development Fund supports regional economic development by creating jobs, attracting private sector investment and promoting innovation, collaboration and cluster development in Southwestern Ontario. The fund is a discretionary, non-entitlement program with limited funding. Under the business stream, the fund may provide up to 15% of eligible project costs to a maximum grant of $1.5 million. For project investments of $10+ million that create 50+ jobs, funding may be available in the form of a secured repayable loan, to a maximum of $5 million in provincial support. For more information about the Southwestern Ontario Development Fund including criteria, eligibility, application forms and program contacts, please contact: Ministry of Economic Development, Trade and Employment Regional Economic Development and Coordination Branch. Tel: (519) 873-4486, Toll Free: (800) 265-4743, Email: swodf@ontario.ca
Eastern Ontario Development Fund (EODF) The Eastern Ontario Economic Development Fund is a four year, $80 million fund designed to help businesses create new jobs, and invest in new technologies, equipment or skills training for workers. It will also support economic development projects that will attract or retain investment in Ontario-based industries and communities. Individual businesses can receive up to fifteen per cent (15%) of total eligible expenditures to a maximum grant of $1.5 million. Also, up to 35% of total project costs may come from other public sector funding sources.Examples of eligible items include; new technologies; equipment; and skills training For more information about the Eastern Ontario Development Fund including criteria, eligibility, application forms and program contacts, please contact Eastern Ontario Development Fund, tel: (866) 909-9951 Email: eodf@ontario.ca, www.ontariocanada.com
The following websites are excellent resources to identify financial assistance programs: • www.omafra.gov.on.ca • www.saveonenergy.ca • www.yveslandryfoundation.com • www.cme-smart.ca
A complete list can be found on www.oimp.ca
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www.oimp.ca
PROPOSED CHANGES TO THE MEAT REGULATION:
GOOD INDUSTRY REPRESENTATION AT INFORMATION SESSIONS By: Ontario Ministry of Agriculture and Food
In the spirit of continuous improvement of the province's meat inspection program and in keeping with the Ontario government's Open for Business approach, the Ministry of Agriculture and Food (OMAF) is proposing changes to the meat regulation that will not compromise food safety requirements and will work for meat plant operators. The province is seeking input on proposed changes that would: • ensure the meat regulation is regulating the right types of businesses; • provide flexibility for meat plant operators in purchasing and receiving meat products; • improve animal handling and care standards at slaughter plants; and • reduce regulatory burden and provide a clearer, modernized and more outcome-based regulation. Four meetings were held across the province in early May to provide information on these proposed changes to stakeholders and hear their feedback. More than 120 participants in total attended the meetings including 100 licensed meat plant operators, 15 associations and a few individuals either in person or via WebEx. Attendees expressed appreciation for the opportunity to be consulted and provide input. Ministry representatives heard many different perspectives, and participants were generally very supportive of more outcome-based regulations. At the same time, it was clear that food safety is critically important to current licensed meat plants. The proposed changes were posted on Ontario’s Regulatory Registry www.ontariocanada.com/registry for feedback. The posting period closed on June 3, 2013. All comments received will be considered before finalizing the proposal.
requirements in line with Health Canada requirements. OMAF and the Ontario Independent Meat Processors are holding joint information sessions to present and explain the range of options to control pathogens and to help operators prepare for these guidelines, which come into effect on January 1, 2014. If you process this type of product, please register for one of the following sessions: Tuesday, June 11, 2013 1:00 to 4:00 pm Best Western, The Parlour Historic Inn Stratford Wednesday, June 12, 2013 1:00 to 4:00 pm Four Points by Sheraton Mississauga Meadowvale To register, contact the OIMP at 519-763-4558, info@oimp.ca. Fermented sausage and dried meat products present very specific food safety challenges, due to the process used to make them. The ministry’s testing over the past three years has shown that contamination results often come from fermented sausage (such as salami and pepperoni) and dried meat products (such as jerky). Infection with toxic strains of E. coli and Salmonella has serious consequences for consumers, and can in turn have a lasting and damaging effect on the reputation and viability of a business. Workshops will help you ensure you follow proper steps for the production of safe fermented sausage and dried meat products for your customers. For more information contact Agnes Pawelek, Food Safety Advisor, Regulatory, at (519) 826-4843, agnes.pawelek@ontario.ca
Information sessions in June on the production of safe fermented sausage and dried meats — Increase consumer confidence in your products and protect the reputation of your business New meat plant guidelines are being rolled out to support the production of safe fermented sausage and dried meat products for your consumers. These new guidelines bring provincial regulatory
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NAMES IN THE NEWS Highlighting people, companies, government and supporters in the industry. Coalition introduces new name The Ontario Food Industry Environmental Coalition has changed its name to Provision Coalition (www. provisioncoalition.com). The adoption of a new name is part of a strategic evolution, which also includes the decision to incorporate as a not-for-profit, the development of a new brand, and the launch of its Online Sustainability Portal. The decision to become an independent organization gives the Coalition more autonomy, and the capacity to act and respond quickly. This is essential in a continually evolving food and beverage sector in which operating sustainably is a key to staying competitive and securing market access. OIMP is one of the eleven member organizations representing the sustainability interests of our meat and poultry processing members. “The food and beverage manufacturing industry is important to the Canadian economy. Helping it become more sustainable, with practices that lead to increased efficiency, productivity and innovation, will position the industry to make an even greater contribution,” notes Robert Cash, Board Chair for Provision Coalition.
Launch of VCM International Reflecting a growing recognition that value chain management is a distinct management strategy that increases the competitiveness and profitability of all businesses, regardless of the industry sector or country in which they operate, the Value Chain Management Centre (formerly a part of the George Morris Centre in Guelph, Ontario) has partnered with leading international experts to form the global advisory group VCM International (www.vcm-international.com). The head office is located in Oakville, with Martin Gooch as CEO. VCM International enables businesses to compete more effectively by creating environmentally and financially sustainable value chains. Its global consulting team is located in Canada, Europe, and Australasia and comprises world leaders in experiential management training, commercial-focused environmental sustainability, and value chain innovation.
CFIG announces new President and CEO Canadian Federation of Independent Grocers (CFIG) is excited to welcome Mr. Thomas (Tom) A. Barlow as their incoming President and Chief Executive Officer. Tom is a former Senior Vice President for Coca-Cola Refreshments, and will officially become the CFIG President and CEO, June 2013.
New Director of Communications at AOFP
Call us and find out how you can start saving money
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AKR CONSULTING CANADA INC. 7270 Torbram Road, Suite# 200 Mississauga, ON L4T 3Y7 T: (905) 678-6368 | F: (905) 677-1700 info@akrconsulting.com BLOCKtalk www.akrconsulting.com - Summer 2013
AOFP welcomes Isabel Dopta as Director of Communications and Industry Relations to the organization. Isabel comes from Vineland Research and Innovation Centre, as Director of Communications and Stakeholder Relations for the past four years. Isabel has been working in the agriculture and food sector with government and industry for 15 years including working on a number of OIMP initiatives.
Isabel Dopta, AOFP Director of Communications and Industry Relations .
www.oimp.ca
- Marketing Matters -
QUICK TIPS FOR PROMOTING YOUR SMALL BUSINESS transform over time, new competitors enter, customers move out of the neighbourhood, purchasing trends change, and so forth, so having a SWOT analysis may better identify where to direct your efforts to keep your business thriving in a changing landscape.
generation family-owned and operated, or create an image i.e. high-end or discount. Once clearly communicated to consumers through promotions, customer service, branding and signage, you become more prominent in the marketplace.
Look at your business, products, location, employees, and customers, and complete a SWOT grid determining your strengths and weaknesses (both internal), and opportunities and threats (both external). Then create tactics to address each quadrant; lessening threats and exploiting opportunities.
Note: Consider your tactics carefully as once a brand is positioned, it is very difficult to reposition it without destroying its credibility and confusing the customer.
Know your Points of Difference By Heather Nahatchewitz, Marketing and Communications Director
Often the business at hand takes priority over the business of the future, and there isn’t always time to add planning to the long list of tasks. To help, we’ve condensed a number of stand-alone bite-size tips that may get you thinking, or remind you, of ways to make the most of your promotions.
Leverage your Strengths Even if you’ve been in the business for 20, 30, or 40 years, it never hurts to perform a Strengths, Weaknesses, Opportunities, Threats (SWOT) analysis. Markets 28
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There is an immense variety of products on the market, and those that stand out are more likely to get noticed and subsequently purchased. The key points of difference are critical in defining competitive advantage as they establish how your product differs from competitors. They must be attributes or benefits that consumers strongly, uniquely, and positively associate with your brand or products; and not with the competition.
Develop a Positioning Strategy This important marketing approach assists you in occupying a distinct ‘position’, relative to competition, in the mind of the customer. You can apply this strategy either by emphasizing the unique features of your business or product (points of difference) i.e. unique recipes, 4th
Don’t be All That One of the biggest mistakes a company can make is trying to be all things to all people. If asked who your market is and you answer ‘everyone’ then you’ve fallen into the trap – you just can’t believe you don’t appeal to the masses and are afraid of ‘missing’ a customer because your range of products wasn’t wide-enough to capture everyone. Segmenting your messaging across product, price, service, etc. to different markets or groups of consumers, dilutes it and you’re more likely to appeal to no one then to everyone. Being concise, consistent, and targeted provides a better method to promote your product and/or business.
www.oimp.ca
- Marketing Matters Fish Where the Fish are Biting The flipside to Don’t be All That, is to market your products to a very distinct group. Determine who your best customers are – they purchase the most, they purchase more frequently, they purchase products with greater margins, however you define ‘best’. Then advertise to customers that share their demographics, interests, even neighbourhood. It is much easier (and less expensive) to get more of the same then it is to branch off into a whole other market and try and ‘convert’ non-users (people that have never visited your store or purchased your products). For example, if your best customers come from your store’s neighbourhood, market to that same area first, and then move to surrounding or similar areas. Neighbourhoods often have parallel demographics and can be more easily swayed to purchase what their neighbour does. It’s part of the ‘me too’ mentality. The same premise applies to what day you hope to drive traffic to. Rather than picking your slowest day to focus on for increased sales, pick the ‘shoulder days’. For example, if Saturday is your
high-end shop with premium products targeting the affluent market, don’t post messy hand-written posters promoting a half-price sale. Remain consistent with your positioning. If you are targeting the older Italian population, try posting some signs in Italian, (or teaching staff a few words in Italian like thank you). Although this market can likely read English, they may appreciate the gesture and feel more welcomed. Even those who don’t speak Italian will find it memorable and have fun learning the Italian terms and pronunciations.
Add Value busiest day, put some promotions together to entice traffic in on a Friday or Sunday. Same is true if you are always busiest in the morning, target your efforts toward mid-day, not afternoon or evening. Once those days and times have picked up, expand again to the new shoulder days and times. Finally, take a look at what products really sell and promote similar products first, whether is similar in branding, pricing, composition. Then, again, grow out from there.
Be Consistent Confusing the customer does nothing to help drive sales. If you have positioned yourself or your products a certain way then running a promotion that does not support your positioning statement, risks turning off current or possible customers. For example, if you’ve positioned yourself as a
When running a promotion to drive traffic, consider adding value to your products as opposed to always discounting prices. Although sales are a great way to get people in the store, if over-used you could be training customers to only purchase on sale, and devaluing your products in the process. By taking the reverse approach and adding value to purchases, your products maintain a certain value in the customers mind. For example, a complimentary shopping tote with purchase of $50 or more, or a free item with purchase of another item. In this instance the free item is not a discount but a ‘gift’ from you to the customer – it still has the same value but you are giving it away as a sort of thank you for being a great customer. You may already be utilizing one, several, or all, of these tactics which is great! If not, we encourage you to consider them when planning your next promotion or marketing strategy. If you require any assistance or have questions, please feel free to contact the office. Ontario Meat & Poultry @OntMeatPoultry Ontario Meat & Poultry Heather Nahatchewitz is the Marketing and Communications Director at OIMP. For more information contact Heather at (519) 7634558 ext. 225 or heather@oimp.ca
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ADVERTISER INDEX Abate Packers Ltd. www.abatepackers.com
pg. 5
Pemberton & Associates Inc. www.pemcom.com
pg. 30
Adept3 Chemical Technology Inc. www.adeptchemical.com
pg. 31
Perflex Label Inc. pg. 8 www.perflexlabel.com
AKR Consulting Inc. www.akrconsulting.com
pg. 6
Royal LePage pg. 24 www.mark-it-sold.ca
Donnell Insurance Brokers Ltd. www.donnellins.com
pg. 11
Sani-marc Group pg. 12 www.sanimarc.com
Duropac pg. 13 www.duropac.com
Scott Processing Equipment & Controls www.scottpec.com
Handtmann Canada pg. 32 www.handtmann.ca
Sipromac Inc. pg. 14 www.sipromac.com
Karlovo Inc. pg. 5 www.karlovo.com
VC999 Canada Ltd www.vc999.com
M&M Enterprise (Canada) Inc. www.mmenterprisescanada.com
Yes Group pg. 32 www.yesgroup.ca
pg. 23
pg. 27
pg. 2 & 9
MMIS/Mondo Inc. pg. 32 www.mmis.ca
For more information please call 1 800 668 8111
G
rote’s 713 Multi-Slicer has been a staple in the food service industry for over 20 years. The Grote 713-SS combines the same great versatility found in the 713 and an improved sanitary design. The new sanitary design includes sloped surfaces, substantially stainless steel construction, and a sealed cabinet for superior washdown protection of the clutch unit. The 713-SS can perform a variety of slicing applications, including bulk slicing, stacking, and shingling into portions. In addition, its linear stroke action makes the 713-SS perfect for specialty slicing applications, such as bias cutting, and its 7” x 13” cut zone is ideal for slicing large whole muscle meat products. Boneless/non-frozen meats, cheeses, vegetables, fruits and bread products are all precisely sliced at a rate of 60 strokes per minute per lane. Operation and sanitation are
Model 713-SS
Bulk slices, stacks and shingles into portions at a rate of 60 strokes per minute, per lane. 30
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symbols to allow for quick and easy selection of slicer functions. Product may be continuously loaded into the product holders and slice thickness can be easily adjusted while the machine is in operation. www.oimp.ca
www.ontariomeatandpoultry.ca
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The Yes Group stocks a full line of meat processing supplies including aprons, gloves, knives, hooks, netting, thermometers, safety wear, and HACCP approved products.
Place your order today! 201 Don Park Road, Unit 1 Markham, ON L3R 1C2 Tel: 800-465-3536 Email: sales@yesgroup.ca
www.yesgroup.ca
Mondo Marinades
Mondo Marinades create value for you and your customers. • Creates yield on all meat. • Easy to process. • Creates good visual in meat display case. • Value for your customers.
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• Perfect for the BBQ. • Gluten free units. • Allergen free units.
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Focusing on what we know best
October 25 - 26, 2013 International Centre, Hall 6 Mississauga, ON
meatindustryexpo.ca