JULY 2010
CELEBRATING 130 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION
VOLUME 60 NUMBER 07
Putting a face -- or two -- on the brand By Karen Davidson Big box berries? Why not if the product is sold to big business. More growers are finding innovative ways to sell directly to consumers. Take Twin Berry Farms, for example. Twin brothers Ricki and Newton Sahota operate an on-line blueberry delivery service direct to downtown Vancouver offices. About 100 corporate clients, including BC Cancer and investment firm Odlum Brown, now subscribe to the service that delivers five-pound boxes for $16.50 each to company reception rooms. A champion within each business sends email reminders about order deadlines, while individual employees order on-line and pay upfront. If the company orders 15 boxes or more, delivery is free. Part of the benefit is reducing the environmental footprint with bulk deliveries of local produce during the July 2 to August 24 season. The twist is that it’s more than a commercial transaction. Their “Goodberry Program” links each order to affiliate charity, Canuck Place, a children’s hospice, or the company’s charity of choice with a two-dollar donation for each order. Doing good plus eating berries that are good for you is a win-win proposition that earns publicity in local media. “The concept of charity mixed with summer fruit has been an easy pitch to local media,” says Ricki. “We are a known brand in Vancouver.” The brothers are now preparing for their sixth season of farmdirect-to-office retailing. Last season grossed $50,000 with a business that is an offshoot of the
Inside Horticulture innovators share strategy
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Building a better berry nation
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What’s a spife?
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www.thegrower.org P.M. 40012319
Sahota Blueberry Farms wholesale business in Pitt Meadows. Growing up in the Vancouver suburb, Ricki and his brother thought farming was a chore. Today, they thank their IndoCanadian parents for nurturing 160 acres of prime farmland for
blueberries. Hand-picked in the morning by up to 200 pickers in peak season, the blueberries are graded, packaged in five-pound boxes and cooled at room temperature with fans. From experience, Ricki says this is just enough to take out the heat but not enough to
make the berries sweat. The berries are delivered downtown between 8:30 am and 2 pm the next day. With this process in place, they feel comfortable in offering a 32hour freshness guarantee. The summer of 2010 will see them branch out to the Vancouver
Farmers’ Market with a stall where they can further develop the brand and encourage deliveries to customers mid-week. Email blasts and media appearances complete their marketing plan which directs consumers to www.twinberryfarms.com. Continued on page 3
Thinking outside the box, twin brothers Ricki and Newton Sahota have successfully built an online blueberry delivery service to downtown Vancouver. Just as comfortable amongst the business towers of the city as their farm in a nearby suburb, these entrepreneurs are the new faces of farming in multi-cultural Canada. Happy Canada Day!
Tornado rips through Canada’s tomato capital By Karen Davidson An F2 tornado devastated the small town of Leamington, Canada’s self-proclaimed tomato capital, on June 6. Damage includes 16 acres of greenhouse tomatoes and cucumbers with an estimated value of $17 to $21 million, says Len Roozen, Chair, Ontario Greenhouse Vegetable Growers. Another 2,000 acres of field tomatoes and winter wheat, somewhere between 100 and 500 tender fruit trees and 10 acres of flower greenhouses were damaged according to an Ontario Ministry of Agriculture, Food and Rural Affairs spokesperson. “All of our growers were in full harvest,” says Roozen. “The losses represent about one per cent of our
greenhouse capacity.” Those experiencing damage include: Pelee Hydroponics, Bob Dick Plant Farms, Simoni Farms, Erieview Acres Inc and Rainbow Acres. Given the density of horticultural workers in the area, industry leaders were relieved that no physical injuries were reported. “It’s a miracle that no one was hurt,” says Roozen. “If the tornado’s path had been just one kilometer to the north, destruction would have been much greater. And if timing had been on a week day, then worker injuries could have been severe.” In addition, there are five acres of greenhouses with infrastructure damage to vents, estimated at $2 to $2.5 million to replace. Another
35 acres lost plastic roof covering worth $700,000. Insurance adjusters came to the scene very quickly, however total figures have not been tabulated.
“All of our growers were in full harvest. The losses represent about one per cent of our greenhouse capacity.” - Len Roozen
Politicians at municipal, provincial and federal levels were dispatched to the scene in the week following the disaster to witness the destruction first-hand. Everyone from Premier Dalton McGuinty to provincial Ag Minister Carol Mitchell to federal Minister of Science and Technology, Gary Goodyear, toured the area. For the Ontario Disaster Relief Assistance Program to be activated, the province must apply to the federal government. At press time June 21, no formal request had been made. Any assessment will be made based on the amount of damage, not the category of tornado.