DECEMBER 2011
CELEBRATING 131 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION
VOLUME 61 NUMBER 12
Pressures on water are rising Handling of washwater, stormwater now requires costly engineering studies KAREN DAVIDSON Drip, drip, drip. That’s the sound of unrelenting pressure on growers and their use of water. For Holland Marsh growers, the issue is about washwater. Since August, four Holland Marsh growers have been charged for failing to have an environmental compliance approval from the Ontario Ministry of the Environment (MOE) for what, until now, has been routine: washing the dirt off root crops such as carrots and pumping water to settling ponds. It’s what happens to that washwater which is at the crux of section 53 of the Water Resource Act. MOE officials are viewing washwater as the equivalent of industrial sewage. Under that section, any water discharge more than 10,000 litres per day must have an environmental compliance approval (ECA) – a new process instituted October 31, 2011 that requires growers to set up an account with MOE and “register” their activities. To be clear, there is no evidence of any water quality infractions of those growers charged, only a lapse of paperwork. An additional 26 growers have received warnings that if they don’t comply with MOE regulations, their operations will be shut down within 21 to 28 days. Despite those warnings at the start of fall harvest, no operations have been shuttered. Growers are unclear what an
INSIDE RAWF showcases cream of the crop Page 4 Resolving disputes
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Focus: Marketing
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www.thegrower.org P.M. 40012319
How water is handled is one of the biggest issues facing horticulture right now. In Ontario, the Ministry of the Environment is scrutinizing Holland Marsh vegetable growers for their use of washwater. Ron Gleason, president of Hillside Gardens Ltd near Bradford, Ontario contemplates his response as he views November-dug parsnips being dumped into a wash tank of potable water. Photos by Glenn Lowson.
ECA provides. What’s required to earn an ECA? Is there ongoing water testing? Is there an expiry date? Is there a cost to renew? “I’m happy to comply with any environmental regulations,” says Ron Gleason, president, Hillside Gardens Limited, one of the carrot, parsnip and beet growers near Bradford, Ontario. “But this is a public issue. I’m being asked to hire a consultant to prove that my washwater is not sewage. For me, the ministries of the environment and agriculture should be working together on how these rule interpretations impact Ontario farmers. On the one hand, consumers want local food but the layers of costs are making that goal impossible.” For Gleason, MOE’s warning to him was perplexing given his
environmental efforts to date for processing his own 500 acres and the washing and packing service for 500 acres of other farmers. All of the freshly dug harvest is washed with potable water from the farm’s artesian wells. Depending on the time of year and what’s being processed, water is pumped at the rate of 50 and 100 gallons per minute. The washwater is then pumped to a concrete-lined settling pond which was built four years ago under Environmental Farm Plan guidelines. From there, it flows into a secondary 1,000-foot settling ditch before entering the Holland Marsh interior canal system. The only time water from the interior canal is pumped into the Holland River is for a short time in the spring when the level
is lowered to allow field drain tiles to run in preparation for seeding. What happens to all that sediment in the settling pond? As required, the sediment is dug out says Gleason. In the interests of recycling, the washed soil sediment goes to a garden centre where it is sterilized before becoming a component of triple mix. “The marsh is the greatest filter ever made,” says Jamie Reaume, executive director, Holland Marsh Growers’ Association, refuting the charge that the salad bowl’s washwater is akin to toxic sludge. “The soil in the water is organic because it’s the muck soil of the marsh. I’m afraid that any farmer who washes product – lettuce, celery,
apples, sour cherries – will eventually be targeted.” The Grower’s interview requests to southwestern and central regional directors of MOE were answered in writing by Kate Jordan, communications branch. “We need to ensure water used to wash and process vegetables is treated and discharged according to provincial requirement laws which protect the environment and local waterways such as Lake Simcoe . . . under the new program, there continues to be safeguards in place for the treatment and discharge of all sewage – including washwater from vegetable processing to groundwater and/or surface water in excess of 10,000 litres per day.” Continued on page 3
PAGE 2 –– DECEMBER 2011 THE GROWER
AT PRESS TIME… Hort show sets 2012 dates Canada’s Fruit & Veg Tech XChange has announced its dates for July 11 – 13, 2012 at the same venue near St. Williams, Ontario. With smaller than expected turn-out in the inaugural year, a steering committee of select exhibitors and producers gave input on a new date. “It was agreed there will never be a perfect date for all in the industry but there was consensus that mid-July between planting and harvesting would work best for the majority,” said founder and general manager Jordon Underhill. Promotions are now underway throughout the winter, highlighting the central location between Essex County and the Niagara Region, within a modest driving distance of a majority of the province’s fruit and vegetable production.
Glacier Media acquires Canada’s Outdoor Shows Limited Canada’s largest agricultural publisher, Glacier Media, just got bigger with the acquisition of Canada’s Outdoor Shows Limited in a move that adds another channel to print, digital and now event information services. The under-the-radar company based in
A
NEWSMAKERS
Vancouver owns many of the most widely respected titles in agricultural journalism including Western Producer, Canadian Cattlemen, Country Guide, Manitoba Cooperator and Le Bulletin des Agriculteurs. In Ontario, Canada’s Outdoor Farm Show is well-known for its new equipment and technology showcase at Woodstock, now in its 19th year. Its success has been due to an outdoor format where farmers can see demonstrations before investing in a bigticket purchase. It is considered the fourth largest agricultural trade show in North America. This past September, the show attracted 42,600 attendees from nine provinces and 34 countries. “With the international interest in the show this past September, it became clear that I could not, as the company’s sole owner, continue to personally invest the resources required to expand Canada’s Outdoor Shows Ltd. to the next level,” says Lorie Jocius, president. While investigating the potential for a western version of the show, Jocius realized there could be a natural fit through Larry Hertz, publisher of the Western Producer newspaper. “ Here was a group that was passionate about agriculture, understood the importance of integrity in partnerships and was successful in their own right,” Jocius concluded. At the official announcement October 27 in Guelph, Ontario, Hertz would not speculate on the
timing or venue of a potential western show, citing early days of the acquisition which includes all staff.
CHC meets in Ottawa The 2012 Canadian Horticultural Council’s (CHC) Annual General Meeting is slated for March 13 – 16 in the nation’s capital. British Columbia, home province of president Jack Bates, is hosting the gathering based on the theme: 90 Years of Healthy Food for Healthy Canadians. Registration forms for the conference are available on the CHC website: www.hortcouncil.ca
For best accommodation rates, book the Fairmont Chateau Laurier through 1-800-441-1414 and ask for the CHC rate. The block of rooms will be held until February 7, 2012. Neither the special conference rate nor room availability are guaranteed after this date.
Congratulations to vegetable and garlic grower Mark Wales, Alymer, the new president of the Ontario Federation of Agriculture. He succeeds Bette Jean Crews in leading the Guelph-based organization of 38,000 farmers. Wales is well-known in provincial hort circles, most currently in his role of chair, OFVGA safety nets committee. New vice-presidents are Don McCabe and Debra Pretty-Straathof. The Ontario Produce Marketing Association honoured several individuals at their recent gala and awards night which attracted a record 450 guests. Congratulations to the following winners. The Fresh Award went to Brittany Stager, Mushrooms Canada for her innovative communications and social media programs. The Outstanding Achievement Award went to FreshCo, Sobey’s discount stores, for its innovative execution of fresh produce. The Cory Clack-Streef Produce Person of the Year Award was presented to Eric Biddiscombe, senior director, planning, produce business unit for Loblaw Inc. Lastly, the Lifetime Achievement Award went to Stephen Whitney, retiring president and CEO Eric Biddiscombe, Loblaw Inc., of the Dispute Resolution Produce Person of the Year. Corporation. Nova Scotian dairy farmers and British Columbian organic produce farmers are Canada’s 2011 Outstanding Young Farmers. Geoff and Jennifer Bishop of Round Hill, Nova Scotia and Kevin and Annamarie Klippenstein of Cawston, British Columbia were chosen at the national event held recently in Brandon, Manitoba. Ernie Hardeman, Oxford MPP, has been reappointed as Ontario’s opposition critic for agriculture, food and rural affairs. The NDP critic is John Vanthos, Temiskaming-Cochrane. David Cohlmeyer has sold his interest in Cookstown Greens to financial partner Simon French. Cookstown Greens is a wellknown purveyor of organic produce to chefs and restauranteurs in the Greater Toronto Area.
program designed to help Ontario farmers with water taking permit needs
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urface Water Services round Water Services
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eorge Shearer urface Water Specialist
Ontario Fruit and Vegetable Growers Association 105-355 Elmira Road North Guelph, Ontario N1K 1S5 ph: 519-763-6160 ext. 219 cell: 519-222-3272 fax: 519-763-6604 email: water@ofvga.org
Ontario Greenhouse Vegetable Growers have elected their board of directors for 2011-2012. Chair is Don Taylor. District 1 directors include: Tony Coppola, James Cornies, Jordan Kniaziew, Paul Mastronardi, Tamara Stokes. District 2 directors include: Naunihal Gill, James Neven, Gerald VanBaalen, Jan VanderHout and Jim Veri. Here’s a toast to Riesling icewine. For a second consecutive year, Derek Kontkanen has won the best dessert wine trophy from the International Wine and Spirits Competition in London, England. He is the white winemaker at Jackson-Triggs Okanagan Estate in British Columbia. As a graduate student at the Cool Climate Oenology and Viticulture Institute, he developed a method to improve icewine quality through controlling yeast metabolism during fermentation. Ontario Farm Animal Council and AGCare have amalgamated. The new group is called Farm and Food Care, a name that deliberately has no acronym so the general public can easily grasp its purpose, says Kelly Daynard, communications manager. In the annual Canadian Agri-Marketing Association awards contest, The Grower received certificate of merit for best publication published by an association, controlled circulation. This year’s winning entry was the Canola Digest, published by the Canola Council of Canada. The Grower has been shortlisted in two of the last three years, winning the title in 2009. For up-to-the-minute news, be sure to follow The Grower’s editor, Karen Davidson on Twitter @karenthegrower. Each month’s issue is posted to www.thegrower.org about a week in advance of mail delivery.
DECEMBER 2011 –– PAGE 3 THE GROWER
Pressures on water are rising Continued from page 1
and making sure that all agriculture is treated the same.” Part of the issue is the rapidly changing landscape of environmental approvals. An application for an ECA (formerly Certificate of Approval) can cost approximately $5,000. The application cost is bad enough, but Taylor says the bigger issue is that engineering studies are required of indeterminate cost. “Our concern is the fairness of the process,” says Taylor. “First, businesses need to control costs, and for greenhouses expanding this year, the ECAs are an unforeseen expense. Secondly, the Ministry of the Environment is using industrial regulatory instruments to regulate agriculture. And in targeting greenhouses, the authorities are treating us differently than other agricultural sectors.” Taylor reports that in recent meetings with MOE, work is underway on alternative regulatory approaches and solutions that will hopefully resolve the difference in opinion in how the sector should be regulated. Those alternatives could be crucial for a greenhouse industry that’s predicted to generate $1 billion in sales by 2015. Depending on the outcome, greenhouse operators will seriously consider whether
their expansion investments are best placed in Ontario or the U.S. Depending on the size of operation, the engineering fees can easily range from $20,000 to $100,000 according to George Shearer, water specialist, Ontario Fruit and Vegetable Growers’ Association (OFVGA). He counsels growers on three potential options for satisfying MOE regulations. First, if you’re discharging less than 10,000 litres of water per day, be sure that your septic system is approved
under your municipality’s building code. Secondly, under the Nutrient Management Act, you can spray washwater, a non-agricultural source material, back onto your land. Thirdly, you can install a closed loop recirculation system which would entail a clay-lined settling pond and using a sump pump to bring water back through the system. As meetings with MOE officials continue, the OFVGA has written premier Dalton McGuinty, asking for a moratorium on
charging growers with washwater or stormwater infractions until a province-wide policy and clearlyunderstood process are set, applied and enforced equitably to all agricultural sectors. “The Clean Water Act could do us in,” concludes Brian Gilroy, chair, OFVGA, expressing frustration about the increasing complexity and costs for growers to comply with regulations. “It used to be that having access to water on your farm was an asset, but not anymore.”
TRADE
TIME TO TRAVEL?
TECHNOLOGY
TRENDS
Netherlands is biggest veg exporter
China hosts strawberry congress
U.K. advances pear ripening
Super sprouts add zest to the table
For the fourth consecutive year, the Netherlands is considered the world’s largest vegetable exporter. In 2010, the Dutch country exported 4.6 billion kilograms of fresh vegetables at a total value of 4.2 billion euros. Of that total, 1.4 billion kilograms were onions and 0.9 billion kilograms were tomatoes. Peppers and cucumbers are also widely shipped. Worldwide exports of fresh vegetables were pegged at 32.2 billion kilograms, up six per cent over the previous year. After the Netherlands, the biggest exporters are Mexico, Spain, China and the U.S. The biggest importers are the U.S., Germany and Russia.
In the Olympics of the strawberry world, Beijing, China will be hosting the 7th International Strawberry Symposium from February 18 – 22, 2012. (Editor’s note: see YouTube video under this name). Held in Asia for the first time, this congress showcases China’s leadership in strawberry production with a cultivated area of 84,300 hectares. Invited world experts will talk about day-neutral strawberry production as well as the latest research in fighting disease and pests. Up to a thousand delegates are expected from 60 countries for this congress. The technical prowess of the Chinese – hydroponic cultivation, new varieties, solar greenhouses – will be on display.
U.K.-based Advanced Ripening Technologies (ART) has introduced a process for pears that works similar to cold storage but uses warm air instead of cold. Warm air is forced down between the fruit before being drawn up again ensuring that it reaches all fruit in the storage rooms. The pears come direct from long-term controlled atmosphere storage and do not require the use of ethylene gas. The rooms are based around the same forced air system widely used in banana ripening, removing the need to re-stack the pallets into a honeycombed formation.
Just in time for Christmas, Marks and Spencer has introduced ‘red’ Brussels sprouts. The vegetable that divides a nation – love ‘em or hate ‘em – is destined for a higher calling reports the U.K’s paper The Telegraph. The red ‘super sprouts’ will contain higher levels of vitamin
C than traditional green sprouts, according to agronomist Simon Coupe. “We’ve been working with our sprout producers for over 30 years and are really excited to be offering customers these striking red sprouts,” says Coupe. He says that they should be cooked lightly in steam – rather than boiled – to preserve the high nutritional content.
Meanwhile, Ontario greenhouse vegetable growers are also dealing with MOE scrutiny, but in their instance, the issue is stormwater. So vast are the greenhouse structures that any stormwater is collected from roofs to prevent erosion around their footprints. This stormwater is collected and stored in ponds. The Ontario Greenhouse Alliance (TOGA), together with the environment and agriculture ministries, have been meeting for about 15 months on how to ensure that greenhouses comply with environmental standards. Progress has been made on a number of fronts, but there is a difference of opinion on how the sector will be regulated, particularly with respect to stormwater. “It’s essentially a regulatory process issue,” says Don Taylor, chair, Ontario Vegetable Greenhouse Growers. “Our farmers agree with regulatory oversight and understand the need to comply with standards regulating the release of nutrients or other potential environmental contaminants. For us, it’s a business issue about meeting the environmental obligations in a cost-effective manner with a minimum of process overhead,
At another Holland Marsh farm, carrots are dumped into an aerated wash tank before proceeding to the grading and packing line for domestic and export markets.
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PAGE 4 –– DECEMBER 2011 THE GROWER
Who is in the winner ’s circle?
KAREN DAVIDSON Yukon Gold potatoes are so iconic that they are consumers’ top-of-mind request even though more recently bred yellow-fleshed varieties outperform them. That’s the kind of industry impact that led to the variety’s win over five
other entries in this year’s seventh annual Seed of the Year competition in eastern Canada. The competition honours public breeders and their research breakthroughs in developing a new field crop, forage, fruit, vegetable or herb variety. Yukon Gold was developed by the late Gary Johnston from the University of Guelph’s department of plant agriculture with funding from Agriculture and Agri-Food Canada. It’s a variety with
The Yukon Gold potato Seed of the Year win was celebrated Chris Kowalkski (L), vice-chair, Ontario Potato Board, Al Sullivan, head of potato breeding, University of Guelph, Shawn Brenn, director, Ontario Potato Board. medium- to high yields of attractive appearance, excellent storability, long dormancy period and high specific gravity. Throughout the early to mid1900s, many Dutch and Belgian farmers immigrated to Canada, settling in the Lake Erie area. With their expertise in growing vegetables, they were surprised by the area’s white-fleshed potatoes rather than the yellowfleshed varieties which were considered the norm in Europe and South America. Due to their lobby efforts, University of Guelph pursued the new opportunity and bred an enhanced, disease-resistant variety. It was
named after the Yukon River gold rush and its distinctive colour. Other varieties in the competition included: Ex Rico 23, a navy bean variety; AC Gehl, a hulless oat variety; AC Rigodon, OAC Bayfield soybean variety; Dividend VL orchardgrass. Horticulture Competition Champions Len Rush Memorial Trophy Grand Champion Vegetable Exhibitor Howard Tizzard – Bradford, ON Ontario Potato Board Award Champion Table Stock Potatoes
Jamie Lewis – York, PEI Canadian Horticultural Council International Award Champion Seed Potato Jamie Lewis, York, PEI Ontario Apple Growers Trophy Champion – Commercial Varieties Patrick Behan – Cobourg, ON CHC Trophy Champion – New Varieties Jeff and Lori Marshall, Winfield, BC Grand Champion Giant Vegetable Exhibitor Award Joanne Borcsok – Kettleby, ON
A chip clip and a sound bite Samples of Lay’s potato chips were the star attraction at the Ontario Potato Board’s booth at the Royal Agricultural Winter Fair. None of the school students recognized the other celebrity there in person. That’s Jack Murphy, one of the three generations filmed in the Lay’s television advertisement. Shot in the summer of 2010, the advertisement puts a face on Canadian potato farmers and celebrates their human qualities. “It’s about making a connection from the consumer to the grower,” says Murphy, J & J Murphy Farms, Alliston, ON. “We’ve received a lot of interest from some of our fresh potato buyers, even though most of our 500 acres goes for processing into chips.” About 15 hours of filming were required, and oddly enough, it was at the end of a hot day, that Murphy said he could juggle potatoes. That’s what the film producers chose in the editing suite. Other potato farmers featured in the pan-Canadian campaign are: Terry Curley, Kensington, PEI He’s a sixth generation potato farmer, a descendant of the Curley family which immigrated from Ireland to Canada during the Great Famine. Ruth Vander Zaag, Alliston, ON Her family has been supplying potatoes for Lay’s potato chips for years. Chris Perry, Coaldale, AB For more than a century, Chris Perry has had his farm in the family and in the same local area. Today, Chris and his brother Harold work with eight other full time staff and up to 40 seasonal staff
Murphy Family to produce a whopping 13,550 tons of potatoes for Lay’s each year. Thomas Nakashima, Burdette, AB Immigrating from Japan almost 40 years ago, the Nakashima family has been farming ever since. Thomas and his brother Charles have taken over the family farm and continued the tradition of supplying chip potatoes. Michel Drainville, Saint-Thomas de Joliette, QC From the tender age of 12, Michel Drainville always knew he was destined be a farmer. He took over the family business, founded by his parents, several decades ago. Michel works on the farm with his brothers. Martin Goyet, Saint-Thomas de Joliette, QC Martin Goyet is a fifth generation farmer of M.V.G. Inc. Farms. In the 1970s, Martin's father decided to turn the family farm into a commerciallyoperated profitable business. Potatoes have been a key component of that success.
DECEMBER 2011 –– PAGE 5 THE GROWER
What’s steaming hot in cookbooks? Look to the front burner for Cuisine Canada’s Culinary Book Awards hosted at the Royal Agricultural Winter Fair. Local and regional flavours captivated the judges in 2011. Underscoring food trends, these winning books would be an interesting focal point in onfarm retail markets. English Special Interest Award Gold: Sarah Elton, Locavore: From Farmers’ Fields to Rooftop Gardens – How Canadians Are Changing the Way We Eat English-Canadian Culinary Culture Award Gold: Jeff McCourt, Allan Williams and Austin Clement, Flavours of Prince Edward Island: A Culinary Journey English Cookbooks Award Gold: Michael Bonacini, Massimo Capra and Jason Parsons, 3 Chefs: The Kitchen Men
Brian Gilroy,(L), chair of the Ontario Fruit and Vegetable Growers' Association, explains the varietal characteristics of the winning entries in the National Apple Competition to Ontario's new ag minister, Ted McMeekin. Photo courtesy of OMAFRA.
Mark important dates for Self-Directed Risk Management The Self-Directed Risk Management (SDRM) program allows Ontario producers to deposit funds into an SDRM account and receive an equivalent government matching contribution. Producers with a self-declared risk can withdraw funds to help mitigate that risk. The eligible matching deposit is a percentage of your Allowable Net Sales (ANS) and is determined by deducting the total eligible crops purchases (seed, plants, trees) from the total eligible crops sold in the tax year. 2011 Highlights • Deposit notice packages have been mailed out • Participants have until February 1, 20121 to make a deemed deposit • Participants have until February 1, 20122 to request a withdrawal in spring 2012 • Deadline to provide 2010 tax data for 2011 is December 31, 2011 Or 90 days from the date of your deposit notice - whichever is later 1, 2
Changes for 2012 • Participants must be enrolled in 2012 AgriStability • Participants must have and report a Premises ID • Participants must make a matchable deposit to receive the Ontario government's matching funds • The matchable deposit limit will be two per cent of ANS up to $2.5 million, 1.5 per cent of ANS between $2.5 million and $5 million and one per cent of ANS
above $5 million • Agricorp will issue funds upon request
AGR-1 for calendar 2011 deposits
Key dates for 2012
February 1, 20121 - Deadline to submit deposit request
April 30, 2012 - Secure 2012 AgriStability coverage
December 31, 2011 - Deadline to submit T1163 or Statement A
June, 2012 - Submit 2011 tax data
Or 90 days from the date of your deposit notice - whichever is later
September - Agricorp will issue 2012 deposit notices
Key dates for 2011 November 2011 - Agricorp begins processing fall withdrawal cheques January 2012 - Agricorp issues
1
February 1, 20131 - Deadline to submit deposit request Upon Request - Withdrawal requests Or 90 days from the date of your deposit notice - whichever is later 1
PAGE 6 –– DECEMBER 2011 THE GROWER
Foodland Ontario rewards merchandising excellence KAREN DAVIDSON Small or large, every grocery store has a chance to be a star using Foodland Ontario point-of-sales materials. That was proven at the 2011 Retailer Awards where 64 Ontario grocers were rewarded for their creativity and commitment to merchandising fresh produce. Awards of Excellence went to Metro #479 Orillia, Vos’ Your Independent Grocer, Port Perry and
merchandising excellence with Ontariogrown commodities through spring, summer and fall/winter. “Our display makes a huge difference in attracting traffic, says Deb Campbell, producer manager. “We see 30 per cent increases in sales.” In observing consumers, Campbell says that recipes definitely encourage purchase of produce. The produce aisle is a very competitive draw.
“
Our display makes a huge difference in attracting traffic. We see 30 per cent increases in sales.” - Deb Campbell
important for retaining customers. In this year’s competition, judges reviewed more than 2,000 photographs submitted by 964 entrants. The awards are co-sponsored by the Ontario government in partnership with:
Ontario peaches were featured in this display by Winkel’s Your Independent Grocer, Espanola, Ontario. Winkel’s Your Independent Grocer, Espanola. These rural-based winners go all-out with their seasonal displays. Stewart’s Town & Country Market, Mildmay, Ontario was one of the platinum winners, recognized for consistent
Anecdotally, consumer loyalty to specific stores for one-stop shopping is weakening. Shoppers are more informed of each store’s featured specials and will cherry-pick from several stores. That means attractive displays are all the more
- Ontario Apple Growers - Ontario Asparagus Growers’ Marketing Board - Ontario Berry Growers’ Association - Ontario Fruit and Vegetable Growers’ Association - Ontario Greenhouse Vegetable Growers - Ontario Potato Board - Ontario Tender Fruit Producers’ Marketing Board - Fresh Vegetable Growers of Ontario As part of the Foodland Ontario Retailer Awards, the 2012 calendar was released with a rustic photography theme and a helpful nutrition guide. Distribution of about 500,000 complimentary calendars occurs through 900 grocery retail outlets across the province. Another 300,000 calendars appeared in the LCBO’s Holiday
This imaginative asparagus display, Let’s Kick a Field Goal for Ontario Asparagus, was created by Metro #479, Orillia, Ontario. issue of Food and Drink Magazine in November.
DECEMBER 2011 –– PAGE 7 THE GROWER
Dispute Resolution Corporation resolves 82 per cent of complaints without an arbitrator Retiring President and CEO Stephen Whitney shares the track record KAREN DAVIDSON By the nature of perishable produce, it’s estimated 70 per cent of business disputes are related to product condition. The Ottawa-based Dispute Resolution Corporation (DRC) has heard it all. “Everyone thinks they have shipped a diamond, but are totally shocked when it arrives as coal,” quips Stephen Whitney, DRC president for the last 12 years. When he retires at the end of this month, he leaves a 30-year career devoted to ironing out the trials and tribulations of deals gone amok. Business life is better than it used to be. Whitney recalls a pivotal case in 1974 when the Board of Arbitration, run by the federal government, lost its right to make
binding decisions. The case centred around a load of Virginiagrown sweet corn which was shipped to Montreal but didn’t meet expectations. The Board ordered the Montreal firm to pay costs, but the receiver took the case to court and surprisingly, won. The judge found that there was no provision in the Canada Agricultural Products Standards Act for the existence of the Board which had been operating since the mid-1930s. Furthermore, the judge noted that the Board had oftentimes been making decisions in provincial jurisdictions where it had no authority to rule in contract law situations. This legal ruling meant that the authority of the Board of Arbitration needed to be clarified and thus, new rules were written under the Canada Agricultural Stephen Whitney (R), shares a moment with Matt McInerney, Western Growers, and chair of the DRC board. The DRC has dealt with 1,412 cases since its inception in February 2000 for a value of approximately $35 million.
Trading Assistance Summary September 15, 2011 Total # of Files Complaints Resolved since Feb 2000
1412
14
Total # of Files Pending Files Resolved Informally (no Arbitrator) Number of Complaints Average # of Days to Resolve Average Amount of Claims % of Complaints Resolved informally
1144 37 $27,306 82%
Files Resolved Formally (with Arbitrator) Number of Complaints Average # of Days to Resolve Average Amount of Claims % of Complaints Resolved Formally
254 174 $26,664 18%
Files Opened by Issue Disputes Non-Payment Questions/Opinions
828 391 193
59% 28% 14%
225 187 40 0 4 456
49% 41% 9% 0% 1%
22 11 821 2 5 861
3% 1% 95% 0% 1%
1 0 34 13 1 49
2% 0% 69% 27% 2%
18 5 2 25
72% 20% 8%
Complaints Resolved by Country Canada Interprovincial Intraprovincial Canada vs. USA Canada vs. Mexico Canada vs. Other Total United States Interstate Intrastate United States vs. Canada United States vs. Mexico United States vs. Other Total Mexico Interstate Intrastate Mexico vs. Canada Mexico vs. USA Mexico vs. Other Total Other Countries Other vs. Canada Other Vs. United States Other Vs. Mexico Total
Notes: • Files Resolved Informally = Informal Mediation and Opinions. Does not include bankruptcies • Files Resolved Formally = Expedite Arbitration and Formal Arbitration. Includes bankruptcies • Complaints Resolved by Country = Disputes and Non-Payments
Products Act. But it was still tricky business to rule. The Board was only able to rule on breaches of federal standards which left about 40 per cent of all cases unresolved. These cases dealt with breaches of contract and the courts were the only available vehicle, which in most cases was not an affordable option. By the 1990s, it was clear there was a serious deficiency in the Canadian regime, particularly as Canadian exporters continued to enjoy the benefit of using the dispute settlement mechanism under U.S. Perishable Agricultural Commodites Act (PACA) for their shipments to the U.S. There was no legislative solution that could win consensus from all federal and provincial parties. It was the NAFTA agreement that spurred discussions about a mutually agreeable resolution system. Together, Canadian, American and Mexican industry leaders with the support of officials from the three countries carved out a system that could be court-enforced. That’s how DRC came into being. DRC was officially opened February 1, 2000 with four directors from each of the NAFTA countries and a government liaison officer from each country. Whitney has led the organization since its inception, drafted for the position due to his previous work with the Canadian Horticultural Council (CHC) and Canadian Produce Marketing Association. “The Canadian Licensing and Arbitration Regulations and the DRC are the only glue we have in Canada to trade reliably with other provinces and countries,” Whitney says. From day one, DRC has been an industry-operated, self-financing mechanism. When the government ceded control of licens-
“
Everyone thinks they have shipped a diamond, but are totally shocked when it arrives as coal.” - Stephen Whitney
ing shippers and receivers, the deal-maker was the proviso that anyone who is a DRC member is exempt from federal produce licensing. There were 300 companies which joined right away, many of whom were large receivers. Today, DRC has 1,400 Canadian members with net growth every year. “There are always new entrants to the business,” says Whitney. “We’ve had the right mix of grower support right through to the retailers.” But solving trade disputes isn’t the same as resolving bankruptcies. Over the DRC’s watch, approximatley175 companies have gone bankrupt and another 70 have simply closed their doors and walked away from their financial obligations. Of these, Whitney says DRC has access to the trustee records through which about $207 million can be tracked. “You can’t just take the total value of the sector and a simple arithmetic calculation and divide into the losses,” says Whitney. “These bankruptcies are very damaging to individuals and to the image of the Canadian market.” The fruit and vegetable business is particularly vulnerable to risk as Doug Hedley, a former policy assistant deputy minister with Agriculture and Agri-Food
Canada, found in a 2005 analysis. There are four times as many bankruptcies in the fruit and vegetable sector compared to all other agricultural sectors and 10 times as many bankruptcies compared to those sectors of agriculture which are highly regulated (e.g. poultry, livestock, grains and oilseeds). The Perishable Agricultural Commodities Act (PACA) in the U.S. has been a highly lauded and respected instrument for not only providing an effective licensing and dispute settlement regime, but also for providing the authority for producers and shippers to get paid in the event of bankruptcies with its trust-like provisions. The industry through organizations such as the CHC is pushing for a similar regime in Canada. A working group has been established with AAFC and is co-chaired by Ken Forth, chair of the CHC Trade and Industry Standards Committee and Susie Miller, director general of sector development and analysis directorate, Market and Industry Services Branch. A study has been commissioned to look at a number of risk mitigation models. The industry has been clear it would like to see some facsimile of the PACA trust provisions implemented in a Canadian context. It would be a self-help tool that does not require any government administration and is only a cost to the party who decides to use it, as compared to other instruments such as bonding and insurance mechanisms which can be expensive and distort markets. The industry is eagerly waiting for the results of the study. Look for that report in January 2012. By that time, Stephen Whitney will be savouring the track record from his retirement farm near Renfrew, Ontario.
PAGE 8 –– DECEMBER 2011 THE GROWER
Heavy-handed regulations conflict with ‘Open for business’ policy
BRIAN GILROY CHAIR, OFVGA
Farmers all across Ontario are wrapping up the 2011 crop year and looking ahead to 2012. To make sure that farmers are represented, we network with other industry stakeholders and lobby government. Meeting season -- which never really ends – is on again. The Ontario government has been working with the Ontario Federation of Agriculture to
engage farmers in the “Open for Business” consultations. There is a stated goal by government to reduce the regulatory burden on farm operations. The challenge is that, generally speaking, farmers feel that the same government is dramatically increasing regulations regarding water, occupational health and safety, land use, transportation and so on. Add to this, increased food
safety and traceability requirements, pesticide regulations and the paperwork burden is becoming overwhelming for a lot of farmers. I had always thought that to make good decisions regarding public policy that extensive research took place using science to validate the need for increasing or changing regulations. Once a regulation need is identified, I was then led to believe that good
decision-makers would look at how the new regulations impacted stakeholders. It’s difficult to understand the current government’s motivation. Is it misguided environmental zealotry or due to the state’s profound indebtedness, are feesfor-regulation now the order of the day?
will need to use every tool in our toolbox. Unfortunately that is being threatened; there are too many people trying to take these away. There are advocacy groups who want to strip farmers of their tools…. from livestock medicines and pesticides to limiting access to water. Government regulations have become so unmanageable and so expensive that it is threatening the sustainability of our sector and the very food that we produce. People do not understand how agriculture became so efficient. They do not remember when diseases or pests ravaged crops or when there was no food to be purchased. Those were the realities of times long past and lands far away. Surely they will never be repeated; but I wonder. To ensure that we will have a plentiful food supply into the future, we must protect our ability to grow and provide it; regulations must protect our farmers and their ability to produce not
jeopardize it and the consumer will need to understand that it can not just be taken for granted that food availability is a privilege not a right. We need to place food production at the top of the priority pyramid! When I am confronted with someone advocating for more restrictions on the farmer, I remind them that 100 years ago the average farmer grew enough food for himself his family and three others. Today it’s himself or herself, their family and 150 others. There are no famines in this country and we provide all this to our citizens for less than 10 per cent of their disposable income; a hundred years ago it was 50 per cent of their total income. We have accomplished this by being smarter and by using the tools at our disposal; we cannot afford to lose them! For what it’s worth, it’s the way I see it.
The mindset of abundance
ART SMITH CEO, OFVGA Canadians, unlike most of the rest of the world, have always enjoyed an extremely affordable, abundant food supply; but I wonder is it secure? The book “The Challenge of Abundance” written by Robert Theobald nearly 50 years ago, examined a number of challenges caused by a cheap abundant food supply system. In life we all too often take for granted those things that we don’t
have to work for or just came too easy to us; I can’t help but think that this is happening now and I wonder just how secure our food supply really is. In the sixties, the common wisdom of the day was that we would never be able to feed the growing population of the world but by the seventies that thought had given way to the idea that we could. What was preventing it from happening was corrupt governments who let many of their people starve by preventing the distribution of food. Since the seventies, the global population has swelled to more than seven billion and it is slated to reach more than nine billion by 2050. The experts tell us that to reach the goal of feeding the global population in 40 years we will have to increase our food productivity by 1.5 per cent a year over that same time. To get our agriculture productivity to where it is today, farmers have used every tool in their arsenal: new genetics, new
pesticides and fertilizers and a whole array of farm equipment. Combined, they have given us better yields at cheaper prices. We are more educated and we understand the needs of our livestock and our crops better than ever before. We are in a great position to meet the challenges of the future. Unfortunately, I don’t think it will be that easy! A serious challenge of cheap abundant food is the complacency that it breeds. As Canadians, we do not worry about our food supply, our stores are full with more choice than we could ever have imagined a short generation ago. When Europeans went hungry during two world wars, we didn’t. As a result we do not have the same appreciation for food and what goes into providing it, that previous generations had; it is taken for granted and that it will always be readily available. But will it? If we are to meet the demands of a growing population then we
Where will the budget cuts come from in agriculture?
ADRIAN HUISMAN ONTARIO TENDER FRUIT PRODUCERS
(From an article in Better Farming) - The Conservative Government has ordered a government-wide search for at least $4 billion in savings to partially deal with the massive federal deficit accumulated during the recession. This undoubtedly will include agriculture. Each department has been told to find between five and ten per cent in cuts. This comes at a time when the federal and provincial governments are negotiating the next agricultural policy plan “Growing Forward 2.” One recent study based on a cross section of farms in the west indicated that
agricultural profits are improving and there may be less need for support programs and more spending on innovation. Unfortunately, the study was based on only 400 grain farms in the west, a sector that has shown strength in recent years but this is not reality for all of agriculture. Figures lie and liars figure! This certainly is not the case in the horticultural sector neither in Ontario nor the rest of Canada where growers have been forced to become price takers not price setters. Import competition, sharply increasing costs and narrowing exchange rates have taken their toll. In Ontario for
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example, the recent increases in the minimum wage alone have cost the edible horticultural sector about $400 million dollars annually with little or no hope of ever passing this on to consumers. Government programs such as AgriInvest, AgriStability and the recently announced SDRM program in Ontario are vital to the horticultural sector and relied upon by our producers. If anything they need further investments not less in order to meet their objective of sustainability. We expect that every component of “Growing Forward 1” will be scrutinized and likely tampered with but hopefully they
ONTARIO FRUIT AND VEGETABLE GROWERS’ ASSOCIATION BOARD OF DIRECTORS 2011 MANAGEMENT COMMITTEE Chair Vice-Chair Fruit Director Veg Director Director
Brian Gilroy, Meaford Mac James, Leamington Ray Duc, Niagara-on-the-Lake Jason Ryder, Delhi Norm Charbonneau, Port Elgin
BOARD OF DIRECTORS Apples Fresh Vegetable - Other Tender Fruit ON Asparagus Grws’. Mkg. Brd. GGO/Fresh Grape Growers Fresh Vegetable - Muck ON. Potato Board Small Fruit/Berries ON. Ginseng Growers’ Greenhouse Greenhouse
Brian Gilroy, Meaford Mary Shabatura, Windham Centre Fred Meyers, Niagara-on-the-Lake Jason Ryder, Delhi Ray Duc, Niagara-on-the-Lake Jason Verkaik, Bradford Mac James, Leamington Norm Charbonneau, Port Elgin Doug Bradley, Tillsonburg Jan Vander Hout, Waterdown Don Taylor, Durham
won’t throw out the baby with the bathwater. Also, hopefully, the government will keep in mind that the recent recession was not caused by farmers and it wasn’t farmers who were the recipients of the massive bailouts provided to other sectors of the economy. Before I forget, I have one more rant: what on earth is Canada doing by providing $35 million in aid to China, a country with one of the strongest economies on earth, when it is the production from China that has caused the downfall of many of our industries such as canned fruit and the apple concentrate market? Unbelievable!
OFVGA SECTION CHAIRS Crop Protection Research Property Labour Safety Nets CHC AGCare/Nutrient Man.
Charles Stevens, Newcastle Harold Schooley, Simcoe David Lambert, Niagara-on-the-Lake Ken Forth, Lynden Mark Wales, Alymer Murray Porteous, Simcoe Charles Stevens, Newcastle
DECEMBER 2011 –– PAGE 9 THE GROWER
PERSPECTIVE Many consumers confused about local food traits
OWEN ROBERTS UNIVERSITY OF GUELPH To the things we hold dear, we tend to associate traits that in reality may not necessarily be so. Case in point: local food. Local food is local food, period. Its distinguishing characteristic is that it’s grown close to where it’s consumed. Varying definitions exist about how close is close. But in the end, if consumers buy it (and pay what it’s worth), local farmers, however they’re defined, benefit. Now, consider what local food
is not. Nothing makes local food automatically organic, natural, better, worse, cheaper or more expensive than non-local food. But sometimes perceptions trump reality, and a new study shows that seems to be the case when it comes to certain local food traits. Dr. Ben Campbell, a horticulture economics researcher at the Vineland Research and Innovation Centre, says a Canada-wide online survey of almost 900 people his team conducted last fall shows most respondents grasp the basic idea that local food means decreased transportation. Logically, people understand anything that needs to be shipped an appreciable distance is likely to challenge the environment more than the same commodity produced locally, however it’s defined. But Campbell and his team found clarity was lacking among respondents on some other local food and organic food aspects. For example, he found 12 per cent of respondents thought local food and organic food are the same thing. A similar percentage
believed local food is grown without synthetic pesticides, and that local food isn’t genetically modified. And 30 per cent of those who answered the survey thought no pesticides whatsoever – not even “natural” ones, such as garlic, vinegar, cayenne and mustard powder -- were used on organic food. None of these statements are true. “I expected to see differences in the responses,” he says, “but I didn’t expect such confusion.” Campbell thinks consumers are confused by the barrage of information and misinformation floating around about local food, organic food, pesticides and other aspects of farming. And he wonders what happens to consumer trust when people harbouring those misconceptions discover their beliefs are wrong. In their revelation, will they somehow blame farmers for this misunderstanding? And if they do, what kind of backlash can farmers expect? It’s a tough situation. Typically, farmers who produce food for
either local or non-local consumption don’t trumpet the use of pesticides, whether they be synthetic or natural. For the most part, there’s no obvious consumer benefit in doing so, even though pesticide companies can spout reason after reason why their products contribute to a safer and more abundant food system. Farmers, processors and retailers tend to highlight some other more publicly palatable feature. In the case of local food, they’d likely talk about its low food miles feature. Or if it’s destined for export, they’d emphasize its quality. Campaigns urging consumers to buy local seldom focus on production practices; rather, they highlight social messages, such as local food is good for local farmers and supports the local community. But Campbell says that effort may lead consumers to believe whatever they’re buying has traits it doesn’t…even though no one is claiming it does. “Everyone wants their product to be seen as local,” he says. “Consumers want it, and retailers
want to satisfy consumers.” So what’s the food sector supposed to do? Education is one answer. If the media and other knowledge purveyors told the complete story, consumers might be better informed. Media, though, don’t see their role as being the education arm of the food sector, even though people say they get most of their nutrition information from the media. And another question revolves around whether more definitive and clearer information would get to those who need it the most, anyway. Ironically, respondents in Campbell’s survey who rated their knowledge high about local food also had the most misconceptions. Mandatory product labelling doesn’t seem to have helped them, either. Then, of course, there’s the question of who would pay to try to educate this group. It’s sizeable, but still a minority. However, it’s likely a vocal minority. And if Campbell’s right, it will roar when it discovers it’s been wrong.
LETTER TO EDITOR A noble ideal drew 28,000 to Foodstock Farmers: Don’t let self-interest groups speak for you, November issue. I am not one to write letters to papers but this article was so far from what really happened I felt I must. Owen Roberts cites Foodstock as an “anti-development festival that showed how agriculture can indeed be controlled by nonfarming interests.” This could not be more wrong on many counts. Foodstock was held on my farm as well as several of my neighbours. The
organizing team was a joint effort of the local farming community and other rural and urban neighbours from far and wide; not unlike the diversity of the various groups local and non-local that have organized against this Mega Quarry. We, as farmers immediately affected in this area, were lucky enough to enlist the help of rural and urban folk that saw the lack of common sense in this proposal and Foodstock created unprecedented support and awareness with over 28,000 people attending. Farmers only make up 1.5 per cent of the population –
and in a democratic system we have to reach out to others to have any hope of affecting change. Articles like yours only regress us to create urban / rural divides and less understanding between them. The event was a huge success and should be celebrated. People that made the trip up could make the connection between the food they eat and the special nature and beauty of this unique and first class land area. This was not an “anti-development” event as you suggest. This is about land use planning and what makes sense
for our local area and our country as a whole. Farmland makes up only three per cent of Ontario’s land mass and vegetable land like what is here in this 15,000 acre plateau makes up a small fraction of that. So with all due respect, I challenge Mr. Roberts – before he criticizes the chefs that stepped up to help our cause – has he stepped up to help? And where is the school he represents -one of our nation’s leading Agricultural Universities – the University of Guelph on this issue? I am a director of one of the original
groups of farmers that has spent countless hours trying to save this ag land – we sure could use a hand – perhaps someone from the University to volunteer their time to study and verify the unique nature of this 15,000 acre plateau that may be gone for good unless all of us from whatever our background unite to be true stewards of this land, whether it is in our backyard or not.
I would like to comment on the article, “Farmers: Don’t let self-interest groups speak for you” written by Owen Roberts in the November issue of The Grower. I am not a farmer but I do live exactly 1 km north of the boundary of the Highland Companies’ proposed 2300 acre Mega-Quarry. I am very concerned about misleading or inaccurate information about the proposed quarry, as well as what took place at Foodstock, our largest fund-raiser to date, being made public. I don’t think Mr. Roberts does the Foodstock event justice in his article. The prevailing mood at Foodstock was one of unity between the 28,000 people who attended. People attended Foodstock
because they share the same ideals about preserving this rich agricultural land and protecting it from developers. I did not hear any complaints made about how the congestion of traffic from 7200 gravel trucks, running 24 hours a day, 7 days a week might affect anyone’s commute to their cottages. I think it was a nobler ideal which drew 28,000 people to Foodstock. People from both the city and the country understand that we have to protect our local food and our water sources because nobody else will do it for us. They did not attend this amazing event to help ‘helpless poor farmers’ protect their land, they attended the event to stand beside the farmers who provide them with the food that
they put on their tables every day. They stood beside this agricultural community to support their own right to clean and fresh water. This is not a matter of Michael Stadtlander and the Chefs Congress of Canada creating Foodstock in order to further some unknown and personal agenda, this is a matter of the Congress recognizing that this fight is too large for just one small farming community and that it is their duty, their responsibility to help preserve and secure localized food. Everyone that I saw at Foodstock was in a festive mood, despite the variable weather, as they enjoyed the fruits of the many chef’s labours. The ingredients that were prepared by
the chefs were all donated by local farmers and stores. I didn’t see any mention of that fact in Mr. Robert’s article. The food that the chefs prepared came from our rich agricultural land, the famous Honeywood loam. People at Foodstock filled their water cups from tankers that provided free and fresh water from the Headwaters. Throughout the day many groups of people could be seen talking sombrely and there is very little doubt in my mind that those conversations concerned the proposed quarry. I watched thousands of people listening to the anti-quarry protest speeches made from the stage, paying attention to every word with grave attention, almost as if their very lives depended on it.
Perhaps they do. I know that this catastrophic proposal has caught the attention of many Ontarians and that they protest it not under the umbrella of supposed NIMBYism but because they truly care about the food that they eat and the water that they drink. This is not a case of NIMBYism, but rather a case of self-preservation.
David Vander Zaag Potato Farmer NDACT Director Shelburne, ON
Louise Marcoux Phillips Shelburne, ON Editor’s Note: letters to the editor should be 300-400 words or will be condensed.
PAGE 10 –– DECEMBER 2011 THE GROWER
Farm Care Foundation marks first anniversary with $100,000 donation LILIAN SCHAER A new charitable agricultural foundation marked the one-year anniversary of its launch by announcing a $100,000 donation from Wallenstein Feed and Supply Ltd. at the recent Harvest Gala in Guelph. The gift from Wallenstein, a large feed company in southwestern Ontario, marks the first significant donation to the Foundation, which was formed in 2010 and is affiliated with AGCare and the Ontario Farm Animal Council (OFAC).
organization to life. “As I look back at our first year, what really stands out for me is the willingness of some very well informed, knowledgeable people to devote their time to getting the organization up and running,” Christie says. “We have a really interesting cross-section of individuals from farming, banking and agribusiness who want to make this thing work and who have the network capabilities to roll it out and communicate what we’re trying to do.” The new foundation will focus on several key objectives, including building relationships with
the charity and developing a compelling case for financial support, says Christie, but he also points to two significant projects that the group was involved in this year. The Foundation served as the host for a recent agricultural summit in Ottawa that, although originally targeted at animal agriculture, evolved into a true “feeding a hungry world” discussion with representation from all sectors of agriculture. Approximately 180 people from across Canada participated in the twoday conference in October. “It’s hard to make a real break between plant and animal agricul-
had previously been led by OFAC. Seven thousand copies of the popular black and white calendar have been printed, with copies being distributed to politicians at all three Ontario levels of government as well as to thousands of media, grocery stores, restaurants and butcher shops across the province. For the year ahead, Christie sees work beginning on a broad range of communications activities to help inform consumers and give them confidence in Canadian
food and farming. The real push for the foundation, though, will be on fundraising, he says. “We are competing against well-organized groups with very large operating budgets so we really need to focus on raising funds for the Foundation so that agriculture can be part of a discussion about our food, its future and how it’s produced,” says Christie. For more information about the Farm Care Foundation, visit www.farmcarefoundation.ca.
COMING EVENTS 2011 Dec 6 – 8
Great Lakes Fruit, Vegetable and Market Expo, DeVos Plaza Convention Centre and Amway Grand Plaza Hotel, Grand Rapids, MI
December 7 Ontario Potato Board Annual General Meeting, Holiday Inn, Cambridge, ON 10 am December 8 Farm Credit Canada Learning Tour: Food Safety and Technology for Better Management, Best Western Beacon Harbourside Inn & Conference Centre, Jordan, ON 9:30 am – 1:30 pm 2012 Jan 3 – 6 United Potato Growers of America Meeting, Orlando, FLA and Potato Expo 2012 January 4, 5 Southwest Agricultural Conference, University of Guelph Ridgetown Campus, Ridgetown, ON
The Foundation’s mandate is to enhance public trust and confidence in our food supply through a wide range of projects and initiatives. Foundation Chair Bruce Christie, who has overseen the establishment of the charity in conjunction with its executive director Crystal Mackay, credits the volunteer spirit of the Board of Trustees with bringing the
new donors and developing an effective and professional fundraising program to support OFAC and AGCare initiatives, such as regional and national agrifood awareness and issue-specific work related to the environment and farm animal care. A lot of effort in the Foundation’s inaugural year was dedicated to laying the groundwork for
ture and the Farm Care Foundation is dealing with both of these in a major way,” says Christie. “The key connecting link is the environment. We need a sustainable environment whether we’re feeding animals or growing crops to feed people.” The Foundation also released the popular Faces of Farming calendar in October, a project that
Jan 8 – 11
International Fruit Tree Association 55th annual conference, “High-Density – High Profit: Competitiveness in the Southern Hemisphere,” Santiago, Chile; www.ifruittree.org
Jan 9 – 11
Ontario Fruit and Vegetable Growers’ Association Annual General Meeting, Crowne Plaza, Niagara Falls, ON
January 10
Ontario Apple Growers AGM, Crown Plaza Hotel, Niagara Falls, ON 8am
January 12
Farm Credit Canada Learning Tour: Food Safety and Technology for Better Management, Delta Hotel & Conference Centre, Guelph, ON 9:30 am – 1:30 pm
January 21
OSCIA FarmSmart Conference, Rozanski Hall, University of Guelph, Guelph, ON
Jan 24, 25
Ontario Processing Vegetable Industry Conference, Hilton Hotel and London Convention Centre, London, ON
Jan 26 – 29 Guelph Organic Conference and Expo, University of Guelph, Guelph, ON Jan 30, 31
Scotia Horticultural Congress, Old Orchard Inn, Wolfville, NS
February 2
Farm Credit Canada Learning Tour: Food Safety and Technology for Better Management, Old Orchard Inn, Wolfville, NS 9:30 am – 1:30 pm
February 6
Farm Credit Canada Learning Tour: Food Safety and Technology for Better Management; Club de Golf Triangle d’Or, St-Remi, QC 9:30 am – 1:30 pm
Feb 7, 8
Ontario Soil and Crop Improvement Association Annual Meeting, Lamplighter Inn, London, ON
Feb 7 – 9
Canadian International Farm Show, Toronto, ON
February 8 – 10 Fruit Logistica, Berlin, Germany Editor’s Note: A complete listing of 2012 events is now posted at www.thegrower.org with real-time updates as events are confirmed.
DECEMBER 2011 –– PAGE 11 THE GROWER
Board briefs Following are highlights from the OFVGA board meeting held November 17, 2011. The purpose of this brief is to keep you up-todate on the issues that the OFVGA is working on, as well as projects and initiatives the organization is involved in. Crop protection Meeting with PMRA - Section chair Charles Stevens and OFVGA crop protection specialist Craig Hunter will meet with representatives from the Pest Management Regulatory Agency in Winnipeg in December. These meetings normally take place in Ottawa but as a cost-saving measure it was decided to hold the meeting in Winnipeg as participants will already be there attending the Grow Canada Conference. IR-4 meetings – Craig Hunter attended the recent IR-4 (Interregional Research Project No.4) program meetings. Each company presented the new chemistries they are working on; more information is available at http://ir4.rutgers.edu/. The IR-4 program is focused on ensuring that pesticides are registered for use on minor crops. IR-4 helps by conducting research on minor use pesticides that would not otherwise be profitable to manufacture.
to a labour study conducted by Stevens Associates, 2.1 full-time Canadian jobs are created in the agri-food industry for every seasonal farm worker in Ontario horticulture. This means approximately 30,000 nonagriculture jobs in Ontario are directly related to seasonal agricultural labour. For more information, visit www.farmsontario.ca. Property Wildlife damage to crops - Work is underway to establish compensation levels paid to farmers for wildlife damage to crops. This has been a key issue for a number of years. A consultant will work with industry representatives on identifying the types of damages caused, both to fruit and to trees and vines. Workplace Safety and Prevention Service - David Lambert and Norm Charbonneau represent the OFVGA on the WSPS advisory committee. Horticulture’s requirements under the Occupational Health and Safety Act are pretty significant; training materials and courses are available on a fee for service basis. WSPS was created through an amalgamation of the Farm Safety Association, the Industrial Accident Prevention Association
employees are not permitted to attend extension meetings out of the province. This is jeopardizing Ontario’s participation in crossborder horticulture events and meetings for researchers and extension staff and may result in Ontario no longer having access to research and technology transfer information shared at these gatherings. Agriculture and Agri-Food Canada announced a new funding program, the Agriculture Innovation Program, which will provide up to 75 per cent of project costs for not-for-profit organizations. Businesses can obtain a 50 per cent contribution for approved projects. Program criteria and deadline information is available at www.agr.gc.ca/aip. Letters of intent for projects under the OMAFRA-University of Guelph research program are now being submitted. Section chair Harold Schooley serves on the review committee, which will meet December 13 to make project funding decisions. ACC Farmers Financial
Labour Section chair Ken Forth reported that the Labour Issues Co-ordinating Committee (LICC) met recently. After introducing a stable funding structure several years ago, LICC is now in a positive financial position. The paperwork for farmers to achieve a Labour Market Opinion to enable participation in the Seasonal Agricultural Worker Program will be more extensive in 2012, but the program is in place for the next growing season. Many Canadian part-time and full-time workers would lose their jobs in related industries like trucking and processing if seasonal agricultural workers did not come to Canada to work on fruit and vegetable farms. According
and the Ontario Service Safety Alliance, and is now housed within the Ministry of Labour. Source Water Protection – All local source water protection plans are due for presentation to the provincial Minister of the Environment by August 2012. Once plans are approved, municipalities will be putting source water officials in place to directly interact with landowners who have activities deemed a potential risk to the local watershed in order to develop a plan to mitigate the risk. Research Section chair Harold Schooley reported that Ontario government
Don LeDrew and Jay Atkins of ACC Farmers’ Financial made a presentation to the OFVGA board. ACC is trying to grow its business nationally with the goal
of making programs easy for farmers to use. Recently completed improvements include direct deposits and withdrawals, access to online statements and simplified collection of information. By mid-winter, an electronic application process should also be completed. The federal government is undertaking a review of the Advanced Payments Program so there is a chance to perhaps enact some changes that will be beneficial to horticulture. This includes having the program begin before its traditional April 1 start date, modifying repayment options and making changes to the products and commodities on the program. Loans of up to $400,000 are available, with the first $100,000 available interest free. The New Vineland Jim Brandle and Albert Brule from Vineland Research and Innovation Centre (VRIC) provided an update of activities at their facility. Currently, 60 staff are in place, including 15 scientists, in both edible and non-edible horticulture. VRIC has launched a capital campaign to raise funds for a new, state-of-the-art 25,000 square foot facility complete with
modern laboratories and business spaces. Well-known gardening personality Mark Cullen is the fundraising chair for the New Vineland. The campaign’s goal is to raise $12.5 million to match funds already provided by government. Safety Nets Delays by Canada Revenue Agency in providing data to Agricorp have resulted in some farmers experiencing delays in getting Self-Directed Risk Management (SDRM) program applications submitted. This will not eliminate anyone from participating in the program but it may delay some payments until March 2012. Agricorp will begin processing SDRM cheques on November 26. The two timeframes for withdrawals will be eliminated next year and farmers should receive their payment within 30 days of request. Farmers will automatically be sent SDRM packages if they enroll and pay their required AgriStability program fee by April 30, 2012. The next OFVGA board meeting will take place on December 15 at the OFVGA office in Guelph, starting at 10:00 a.m.
SUPERIOR SEEDS, SUPERIOR SUPPORT Michel Gratton Montreal Area, Quebec Tel: 514-332-2275 Fax: 450-682-4959
Gilliane Bisson, t.h. Montreal Area, Quebec Tel: 514-332-2275 Fax: 450-682-4959
Yves Thibault, agr. Central and Eastern Quebec and Atlantic Provinces Tel: 418-660-1498 Fax: 418-666-8947
2914, Cure-Labelle Blvd, Laval (Quebec) Canada H7P 5R9 Tel: 514-332-2275 Toll free: 800-561-9693 Fax: 450-682-4959 Toll free: 800-567-4594
Warren Peacock Ontario Tel: 519-426-1131 Fax: 519-426-6156
PAGE 12 –– DECEMBER 2011 THE GROWER
MARKETING
The social farmer is the business farmer Stories by KAREN DAVIDSON Give Twitter a chance. That’s what Andrew Campbell will be telling farmers next month at the Southwest Agricultural Conference in Ridgetown, Ontario. “We’ve moved beyond the idea that Twitter is for teen texting,” says Campbell, a dairy farmer and owner of Fresh Air Media, a consultancy for social media. “Short text messages of 140 characters or less can be very powerful tools.” Campbell says that the number of tweeting farmers are few, but growing. All social media is more beneficial when using a smartphone. He agrees that if growers have to go to a computer at the end of the day to check their Twitter accounts as well as emails, phone messages, and so on, it’s not likely to work. But if growers can check their Twitter feeds when they’re in a line-up or in a waiting room for an appointment, then that’s making use of 30 seconds, a minute or more. The power of Twitter is in how it’s used. Campbell recommends following people that are of interest to you and have something newsworthy to say – fellow
growers, industry thought leaders, field experts, agricultural journalists. If, over time, any particular person’s tweets are not beneficial to you, unfollow them. “I’m not a believer in Twitter rules,” says Campbell. “You don’t have to tweet a certain number of times a week. And you don’t have to follow everyone who follows you. It’s about quality over quantity.” Think of Twitter as a personalized newswire service. You receive news clips from those sources that you respect in your realm of interest. For those who say they don’t have the time, then perhaps just start out slowly following a few sources. Delete or “unfollow” those sources who aren’t adding benefit to your business. One horticulture example is to photograph an unknown bug in your field with your smartphone and then attach it to a tweet, asking your community of followers, “What’s this?” Some of the OMAFRA staff such as entomologist Tracy Baute are providing answers with astonishing response times. The benefit is the interconnectivity in real time. Like most new communication technologies, the fear is that face-
to-face meetings will be lost. The same skepticism was expressed when telephones were introduced! Think of Twitter and Facebook as new channels of communication, each with their own strengths. Facebook, in Campbell’s opinion, has a lot of value to marketers because of the ability to post photos or videos. “Horticulture, of any sector, has the most to
gain from Facebook with so many on-farm retail marketers.” Facebook has 800 million users and counting, so the objective is to take advantage of consumers who are already “in that space.” For those selling local produce, Facebook is an ideal way to inform consumers what crops are ready or what’s special for the upcoming farmers’
market. It’s a dynamic tool that can be updated as often as necessary reflecting weather conditions and tying into local events. Social media has a very democratizing effect. Farmers, who often have solitary jobs, can be connected to a wider universe of friends and experts regardless of their location: in the field, in the office, in the warehouse.
Converting to the power of Twitter one tweet at a time As co-owner and general manager of 13th Street Winery near St. Catharines, Ontario, Karen Whitty is working hard to raise the profile of the relatively new winery. In fact, it's easy to drive past the homestead even with signage - and miss the driveway to a complex of greenhouses, winery, bakery and marketplace. That's why a website, Facebook and Twitter all complement each other in building the brand of a newcomer. This past fall, Twitter proved its worth in promoting a first-ever handmade market. "We were over-thetop when 2,000 people showed up," says Whitty. "My biggest problem was parking and traffic flow." What she values about Twitter is that messages can be sent in the moment and can build over time. With the event, they announced the chefs, then the floral arranger, then a new vendor. Each tweet built anticipation and encouraged followers to retweet the details. "Social media can be fun and good for business," she concludes. "I debated about putting Facebook and Twitter (icons) on my business card, but I think these promote our willingness to communicate with all generations."
Book your space today!
Contact Rob Etmanski at 1-888-454-7469 or email retmanski@mpltd.ca
Twitter 101 If you have one of the new models of smartphone, Twitter is likely already on the main menu. To start your own account, google Twitter and sign up with a username and password. In seconds, you’re ready to tweet – a message that’s 140 characters or less. Remember, your tweets are public. Straight from the Twitter website, here’s a glossary of terms to help you navigate. Mention Once you've signed up and chosen a Twitter username, you and others can mention an account in your Tweets by preceding it with the @ symbol, eg: "Glad your shipment arrived @janesmith!" • Retweet When you see a Tweet by another user that you want to share, click Retweet below it to forward it to your followers instantly. • Message If you want to privately Tweet to a particular user who's already following you, start your Tweet with DM or D to direct-message
them, eg: "DM @joesmith234 what is your order number?" • Hashtag Users often prepend # to words in their Tweets to categorize them for others eg: "Check out our new products for the Fallhttp://t.co/link2 #fallsale" Think of hashtags as the theme of your Tweet. Users can then click on a hashtag to see other similarly-themed tweets and find yours in search. Follow To follow someone on Twitter is to subscribe to their Tweets or updates on the site. Follow Count The numbers that reflect how many people you follow, and how many people follow you. Found on your Twitter Profile. Follower A follower is another Twitter user who has followed you. Following Your following number reflects the quantity of other Twitter users you have chosen to follow on the site.
DECEMBER 2011 –– PAGE 13 THE GROWER
MARKETING
One message: social media is about several channels Just for fun, think of all the things you were supposed to learn how to do, but are now obsolete: how to save a file on a floppy disc, how to record something on a VHS tape, the point of a pager/beeper. If you missed the 90s and most of the last decade, don’t despair. Jump into social media with a choice of channels such as Facebook, Twitter and YouTube. That’s what 24-year-old Will Heeman is advising as vice president of the Ontario Berry Growers’ Association. He’s also the resident marketer for Heeman Greenhouse and Strawberry Farm near London, Ontario. “To be honest, I didn’t commit to Facebook and Twitter until returning to the farm at the start of 2011,” says Heeman, a graduate of Wilfrid Laurier University’s business and marketing program. In the last 11 months, he’s built the Heeman’s Facebook page from 131 to 2,305 fans. Those numbers have been built through cross-promotion on radio and print advertisements, in-store signage and their website. Since the family business is close to an urban centre, he has used Facebook advertising to target a demographic of 30 and up, those who like locally sourced foods and those who profess an interest in gardening and strawberries. “You need to market your marketing to drive consumers to all the content on your website,” says Heeman. For beginners, one of the big questions is how to measure success. Heeman used a ‘fan gate’ application to measure the return rate on a discount coupon for strawberry sundaes or shortcakes. “We got a ton of redemptions and discovered that Facebook
users spend 25 per cent more than regular customers,” says Heeman. “The increased sales more than paid for the free sundaes. But be careful to know your costs up-front before you give away the farm.” Heeman stresses that social media allows an authentic interaction with consumers that’s less intrusive than promotion. If you tell consumers that you have strawberries today at x price, it sounds like advertising. If you tell consumers that your grandkids have just been out to the patch to pick their first basket of strawberries and post a photo of it, then that’s social media. “It’s about the story,” says Heeman. “We encourage people to shake the hand that feeds you.” One of his successful trials this past summer was a Facebook recipe contest. Using a contest application on Facebook, fans were able to upload their favourite recipe, a photo and then invite friends to vote for their recipe. The entire contest was managed automatically with very little effort required. The recipe with the most votes was declared the ‘Fan Favourite.’ The winner received a berry prize pack including two flats of strawberries, an ideal gift for a berry fan. To complement that tactic, Heeman’s mother Florence now does a weekly segment on the local country radio station rather than an annual cameo event. In season, the recipe contest gives her something new to talk about. Now, the everbearing strawberries extend the season into fall and she continues to talk about healthy eating using seasonal products or frozen produce. Of all social media, Heeman finds Twitter to be the most powerful, connecting with a totally different audience. Since committing to the Twitter account earlier this year, he has built more than 500 followers. “Originally, the followers were more industry influencers looking for stories to share, but recently, we are attracting more direct customers,” says Heeman. “We have used this tool to become experts in our geographical area, sharing tidbits about berries, jam-making and so forth.” Horticulture, in Heeman’s view, has a
tremendous opportunity to tell its story because consumers want to know more about local foods and how they are produced. For those who say, “I’m just a farmer,” Heeman says they sell themselves short. “These new tools allow farmers to manage their time and messages.” A program from Hootsuite allows users to pre-schedule tweets. For example, Heeman had an idea last spring about a composting tip that would be more timely for the fall. He simply diarized to send out the tip for October. “You can’t automate everything,” Heeman says. “You do have to put the social into social media. You’re not a broadcaster. You’re engaging in a
two-way conversation.” Part of that conversation can also happen by tweeting links to YouTube. Under Heeman’s guidance, the Ontario Berry Association has done just that with a professional video. http://bit.ly/ujbois By seeing how strawberries are planted into plastic mulch and how they’re hand picked for grocery stores, consumers can more easily understand how science has extended the narrow June window to four months, with flavour to match. All of these are examples of how social media works for an individual business as well as associations. Consider your social media strategy for 2012 as a New Year’s Revolution.
PAGE 14 –– DECEMBER 2011 THE GROWER
MARKETING
Six marketing tips from a vendor veteran There’s nothing like a farmers’ market to sharpen presentation skills. And when it’s the Byward Market, in the shadow of the nation’s Parliament Buildings, there’s even more of a spotlight with city dwellers and tourists alike viewing the wares. Gerry and Diane Rochon, who grow 90 acres of fruits and vegetables within minutes of the city’s outskirts, are veterans of the famous market. Their colourful displays are freshly packaged and expertly attended. As veteran vendors and suppliers to eight area farmers’ markets, they have some tips to share. 1. Be aware of clientele changes. Gerry’s observation is that regular clientele turns over every five years. That’s because the core visitor consists of families with newborns and older, retired citizens. The newbies are learning to cook again and are anxious to know the origin of their produce and how it was grown, so they feel good about feeding their young families. The middle-aged to seniors are there for the experience, meeting friends for coffee and enjoying a leisurely outing. This core changes as families mature with older children and become involved in other com-
Diane Rochon proudly displays her cauliflower at Ottawa’s Byward Market. munity activities. Seniors eventually move on to other interests or indeed, move to other locales. Keeping close tabs on what your clientele wants to eat is key. The Rochon’s introduced a
mesclun mix and fresh herbs to their changing clientele, while dropping red broccoli. 2. Grow what your customers want. Despite attempts to offer
Asian-style vegetables such as nappa cabbage and bok choy, the Rochon’s have not been successful in their various city locations. They are sticking to traditional crops from asparagus to zucchini. But they’re also introducing new berries such as haskaps for 2012. Strawberries are a draw, especially the Anapolis cultivar followed by Cavendish. The large, California-style strawberries impress consumers so the Rochon’s are growing the Cabot cultivar. They are experimenting with Record cultivar for 2012 and Valley Sunset to extend the season. Their greenhouse-grown raspberries have been a hit, with fall-bearing Autumn Brittain available up to mid-November. The Rochon’s have them in gallon pots and water with a spaghetti-drip system, but supply no heat.
tomato transplants, and selling them early in the season.
3. Maximize use of greenhouses. The Rochon’s operate two acres of heated, earth-based greenhouses using a mix of perlite, peat moss. This semi-hydroponic set-up produces flavours in tomatoes and lettuces that, in their opinion, are closer to fieldpicked. They gain more revenue per square foot by hanging flower baskets above the cauliflower and
6. Adopt new payment methods. Customers are carrying less cash these days but more credit cards and debit cards. The Rochon’s are considering debit cards to encourage brisker sales of flower baskets and produce. The hurdle is to figure out logistics of staffing their stall to accommodate these financial transactions.
4. Experiment with new promotional tools. In a new cooperative venture, their farm logo is emblazoned on Ottawa buses raising their profile throughout the city. They also spend the winter attending local conventions and EcoDay in one of the city’s inner communities to promote their fresh produce. By 2012, they may initiate both a Facebook and Twitter presence. 5. Try new distribution channels. Farmers’ markets are a sevenday-a-week commitment for the Rochon’s from Mother’s Day to mid-November. However, it seems a logical step to expand their distribution channel to Community Supported Agriculture (CSA) boxes. They are aiming for 50 boxes in 2012.
Seasonal hooks drive repeat traffic What’s that real estate term? Location, location, location. Kevin and Krista Ward are the beneficiaries of that maxim by virtue of their on-farm retail store just a couple miles south of Wasaga Beach, Ontario. For those
without a map, that’s like casting your lure into a stream of urban fish heading north to cooler waters. All those cottagers need some downhome sustenance to go with craft beer and local wine. “The store is key,” says Ward,
owner of Fernwood Farms Market. “Without this market, I wouldn’t farm. It’s the goose that laid the golden egg.” Just minutes from the waters of Georgian Bay, they provide fresh fruit and vegetables and add
value with baked goods. Any local knows of their famous pie baked in a bag, a family recipe from England. In season, the 110-acre farm grows rhubarb, strawberries, raspberries, blackberries, blueberries, field and cherry tomatoes, sweet corn, pumpkins and squash. Pick-your-own crops include strawberries, raspberries, blueberries and pumpkins. The May to December market is supplemented by fresh produce from the Ontario Food Terminal. Ward’s twice-weekly haul includes the first crops of fiddleheads, broccoli and greenhouse produce. “The Ontario Food Terminal is a major ingredient for us,” says Ward. “We need to offer a range of products beyond our own. It means more margins and a longer season.” To drive repeat business, Ward says it’s important to have seasonal hooks. His sixth annual strawberry pancake breakfast drew 200 people despite an unseasonably cool and rainy day this past spring. Priced at four dollars per person with coffee, the event is proving a winner in his area. The second unique event is his pumpkin pyramid. One week before Halloween, a giant tree of 550 pumpkins is set alight - a photo opportunity for local media. All the pumpkins are donated by school children in the area. The next challenge is to expand offerings from the bakery using farm-grown produce in
Kevin Ward shows off Wendy, a new strawberry cultivar, that’s doing well in his pick-your-own patch. season. They are currently testing strawberries and blueberries in coffeecake and donut recipes. Fernwood Farms Market also joined Facebook this year. That’s where Ward posts photos of his events to drive not just web traffic but consumer traffic to his store. His Internet strategy is supported by conventional awareness building through local media. What’s next? Expanding the on-farm retail store is the obvious next step.
DECEMBER 2011 –– PAGE 15 THE GROWER
MARKETING
GGO base brix by variety compared to VQA standards The Brix scale is a system used to measure the sugar content of grapes and is typically used as a simplified measure of ripeness and quality. VQA Ontario establishes the minimum brix requirements for grapes by variety, with a different brix required for Provincial designation and for wines identifying the Viticultural Area, Estate Bottled and Vineyard designation. Minimum average brix for Provincial designation ranges from 17.0 to 19.5 brix depending on the variety and Viticultural area designation is 1 – 1.5 brix higher than the Provincial designation
requirement. The average brix of Ontario grapes over the past 12 years has exceeded both VQA Provincial Designation and Viticultural Area minimum standards each year for all varieties. Average brix of grapes are exceeding VQA brix standards by one to three brix depending on the variety and designation of the wine. The five-year weighted average brix are used to establish base brix for pricing on the sugar schedules. For the 2011 harvest, base brix is calculated as the weighted average from 2006-2010.
2011 base brix for the major varieties compared to VQA standards are:
Cab Franc
21.3
18.0
Difference VQA Difference Average Ontario Average Grapes and Viticultural Grapes and VQA Area VQA Provincial Designation Viticultural (Brix) Brix Area (Brix) +3.3 20.0 +1.3
Cab Sauv
21.4
19.0
+2.4
20.0
+1.4
Chardonnay 21.0
18.0
+3.0
20.0
+1.0
Riesling
17.0
+2.1
17.0
+2.1
Variety
2011 Grape Average Brix
19.1
VQA Ontario Provincial Designation Brix
Source: Grape Growers of Ontario October 2011 newsletter
Ontario consumers show modest support for local wines Despite a concerted ‘Go Local’ campaign by the Liquor Control Board of Ontario (LCBO) from mid-September to mid-October, sales of Ontario wines did not meet expected sales targets. However sales did improve from the previous four-month period, proving that the
consumer meter can be moved. VQA products were featured in LCBO stores along with tastings and wine and food pairings hosted at event kitchens with food prepared on-site by chefs using local ingredients. Bolstering the effort were contests and
television spots with Canadian personalities including Larry Rosen (Harry Rosen menswear), Michael Budman (Roots), Lucy Waverman (Food and Drink Magazine), Jamie Kennedy (chef) and Angela Aiello (wine club owner and blogger). The autumn issue of Food and
Drink Magazine carried more coverage of VQA wines than ever before including an advertisement by Grape Growers of Ontario, “We Grow the Wines You Love.”
It’s crunch time for Learn, Live, Love, Local! campaign It’s apple time! That message is currently reaching seven million commuters per month with a billboard campaign coordinated by the Ontario Produce Marketing Association (OPMA). Strategically located at the Ontario Food Terminal beside a major artery to downtown Toronto, the signs remind consumers what commodities are in season.
(peaches/pears/nectarines), potatoes and greenhouse vegetables. The billboards drive consumers to various access points including: website (learnlivelovelocal.ca), seven web videos with cooking demonstrations, advertisements in What’s Up Family Magazine, commodity-specific recipe booklets and appearances at consumer shows and kids
At the Ontario Food Terminal, this billboard is seen by seven million commuters per month on the main freeway to downtown Toronto. “Consumers hear frequent messages about eating more fruits and vegetables,” says Ashlee Mclean, OPMA’s director of marketing and communications. “But they often don’t know how to incorporate them into a daily routine. We want to provide innovative, creative and convenient ways to enjoy fresh produce.” Launched in July, the billboards are really the teaser for an integrated Learn, Live, Love, Local! campaign that partners with several commodity groups: apples, tender fruit
events. OPMA exhibited at the inaugural Delicious Food Show which attracted 25,000 consumers in October. Staff served Ontario greenhouse vegetable salsa and a fall harvest soup that featured apples, pears and potatoes. Fruit in soup? That’s the sweet surprise that rounded out the savoury meal in a bowl. And if that tantalizes the taste buds, then why not try the pear squares drizzled with maple icing. A web video shows how. To date, 2,500 web video minutes have been viewed.
Half of this ambitious $200,000 campaign is funded by the Ontario Market Investment Fund. It’s a logical extension of the OPMA’s annual growerretailer program. During peak harvest months, the OPMA program collects funds from the four
major retailers on sales of local commodities. Those funds are topped up with grower contributions and directed to the OPMA for timely outreach. With the promotional infrastructure in place, Mclean has more plans for 2012. Watch for a
Facebook presence and Twitter outreach promoting new web videos. Mclean says the content will be shaped by the 2011 results of touch-screen surveys, web traffic and feedback from 500 exhibit surveys.
PAGE 16 –– DECEMBER 2011 THE GROWER
MARKETING
From tweaks to tweets, these marketers refine how they retail Small changes can pay big dividends Every year, Cathy Bartolic, executive director of the Ontario Farm Fresh Marketing Association organizes a tour to highlight best practices in the industry. This year’s tour highlighted agritourism in a top tourist area: the Niagara peninsula. From November 6 – 8, the tour gleaned may pearls of wisdom. For Dianne Campbell, one of the tour participants, the key lessons are to change willingly rather than to find reasons not to change. “You can’t do the same thing over and over,” Campbell says. The visit to The Watering Can, a garden centre, showed what can be done facing adversity. With the downturn in the economy, “luxury” flower sales sagged but have been turned around with hands-on workshops held at the centre. The key is to encourage repeat visits and purchases. In visiting on-farm retail market Peach Country near Vineland, Campbell was struck by the passion for farming and willingness
to communicate about production methods. It’s important to feel proud and to be willing to charge an adequate amount for the product’s integrity. Taking these observations back to her operation near Carrying Place, Campbell’s Orchards, she is more determined than ever to hold fast in her pricing for school tours, apples, ciders -- all products. “Rather than discount sales, we offer coupons to get a return visit,” says Campbell. As a result of past tours and consultants’ advice, she has reconfigured her on-farm retail market to improve customer flow. Simply moving an apple cider cooler to the back of the store resulted in more customers finding the giftware section and discovering the in-store bakery. Her sales are up 11 per cent on the year– a bottom line that reflects the constant tweaks to the business. Other tour participants were Larry Pegg and his daughter Heidi Dykeman who operate
This mural at Peach Country Farm Market, Vineland, educates consumers year-round. Photo courtesy of Ontario Farm Fresh Marketing Association. Homestead Orchards near Sutton, Ontario. Their apple orchard is the mainstay of their on-farm retail market supplemented by home-preserved pickles, jams and jellies, and an in-store scratch
Thumbnails of some tour stops Frootogo Orchards – Bert and Willy Hekman have built a successful on-farm market featuring apples and home-baking. Their professional kitchen produces fruit pies, cookies and savoury meat pies, but more recently their line of “souptogo” has charmed locals. Besides the Frootogo Market and apple picking, they offer a 15-acre pick-your-own pumpkin field and a petting zoo. www.frootogo.ca Kurtz Orchards Farm and Marketplace – The second and third generations of the Kurtz family has taken the peach and cherry farm to another level with their large retail market on the scenic Niagara Parkway. They also operate a culinary shop on the main street of Niagara-on-the-Lake offering jams, spreads, jellies, fruit syrups, sauces and dressings. It’s an interactive setting with cooking classes, food demonstrations, culinary workshops and other events that tie into orchard and vineyard tours with a farm estate lunch. www.kurtzorchards.com Niagara Presents – This is a community-based network that provides cooperative product development, marketing and distribution support to independent, Niagara-based growers and processors of specialty foods. The network began by assisting home-based processors to market their products through gift baskets. They quickly grew and in 1999, Niagara Presents constructed a commercial kitchen and retail showroom. Processors then had the ability to formulate, prepare, bottle and label their products in a government-inspected facility. www.niagarapresents.net Peach Country Farm Market – There may be an antique peach delivery truck at this farm market at Vineland Station, but there’s nothing old in the marketing presentation. Kowalik Farms have 32 acres of peaches, cherries, apricots, plums, nectarines, pears, apples and raspberries. Laura Kowalik, daughter of the owners, has wisely repositioned the farm as a supplier to the family’s Peach Country Farm Market, separating the production and marketing functions. They are strong communicators in educating customers about how the fruits are grown, posting signs on soil, water and pesticide use. What’s original is their “manifesto” of views on political issues. “There is a lack of appreciation for agriculture . . . It’s not healthy to depend on foreign produce . . . We have to save the farmer to save the land.” www.peachcountryfarmmarket.com Watering Can Flower Market – Borrow ideas wherever you can. This Vineland, Ontario garden centre is a good example of bringing back repeat customers with their Urn Club. Members receive a customcrafted outdoor seasonal planter to drop into their favourite urn for winter, spring, summer and autumn. The annual program costs $120 for small, $135 for medium and $150 for large. Of course, if customers are without an urn, they have plenty to sell. www.thewateringcan.ca
bakery. Several ideas appeared to be transferable to their business. • Organize a preserving workshop to boost customer traffic • Insert storage instructions in fresh produce • Consider adding hard apple cider to their product offering • Feature recipe of the week – all apple-related – on their new Facebook page Niagara Presents, a facility for co-packing food products, was of particular interest to Laura Hughes, a veteran marketer of Springridge Farm, Milton, Ontario. She observed how gift baskets were built and priced.
When several items are being positioned in a gift basket, sticky dots are used to hold the products together until the basket is shrink wrapped in cello. For those who say they can’t do bows, a plastic tool called a bow dazzler makes the process fail-proof. The price of the basket is determined by doubling the cost of the ingredients and then adding a 15 per cent charge of the value for labour. “I was impressed with how openly Niagara Presents shared names of suppliers and how they produce their gift baskets,” says Hughes.
DECEMBER 2011 –– PAGE 17 THE GROWER
MARKETING
Pick of the crop Consumers crave comfort. These three marketing ideas appeal to that trend with a mixture of modern varieties, heritage flowers and bountiful displays.
Albino pumpkins
Flower sideline
Stacked corn
Ghost pumpkins, particularly the Full Moon variety sourced from Seedway, have done well for John and Laura Hughes at Springridge Farm, Milton, Ontario. Priced at $15 each, these smooth-skinned beauties offer a blank canvas for drawing and cast an ethereal glow with a candle inside. They were part of the decorations for the annual Harvest Festival that the farm hosts for six weekends every fall. Other varieties to consider are Lumina, Casper, Snowball and Little Boo. While the strawberry farm is popular in early summer, its scenic Niagara Escarpment lookout continues to draw traffic up to Christmas with themed events. Photo courtesy of Durkje Hietkamp.
More than an acre of dahlias dazzled late-summer customers at Andrews Scenic Acres this past summer. Besides being a draw for photography buffs, the cut flowers are a hit alongside corn, seasonal berries and other products for sale at 11 farmers’ markets in the Greater Toronto area. Bert Andrews prices these heritage flowers at 75 cents each, six for four dollars or a dozen for $7.75. The tubers, sensitive to frost, are dug by Mexican workers for safe indoor storage over the winter.
This sweet corn display at Ottawa’s Byward Market took thought and time by producers from Curran, Ontario. From the clearly displayed signage on the Sweet Caramel variety to the price to the origins, any consumer would be tempted to take home a dozen. When you’re competing with a commodity against other vendors, a creative display makes the difference.
Building sales is about building relationships JOHN STANLEY Over the last few months, I have been working with clients in eleven countries. All of them have had economic difficulties. Some retailers are looking at the state of the economy and complaining about lost sales whilst others are looking at the same economy and seeing business opportunities. Some of these retailers are in the same retail sector and it is interesting to see how attitude can make a difference, but apart from attitude there are other important points that create the point of difference. Customer service is not the answer During my travels, I came across sales staff who were exceptionally good and others who were just interested in processing me and sending me on my way. Before I left Australia, I presented at a conference where one of the other speakers was Sue Anderson of the Australian Retail Association. She gave an excellent presentation on customer service and why it was not working. She introduced the concept of ‘Day Makers.’ That is, in the new economy, the aim of someone in retailing is not to serve the customer, but to make their day. This concept stuck in my mind as I travelled and visited various retailers. It is the ‘Day Makers’ that actually grow sales for businesses. Making a person's day is about
recognising them as an individual and listening to their needs. The irony is that you can be a day maker without having any product knowledge. Day makers can relate to the consumer and ensure that the consumer leaves the business relationship with a bigger smile than when they entered the relationship. Care for your community In recent months, I have seen a shift in marketing. Businesses are now connecting more closely with their own community and helping local causes. This has always been a part of marketing for business, but in recent months there has been a change of focus. Research indicates that consumers want to support local business and especially those local businesses that support local communities. Caring businesses will be growing businesses. Retailers and suppliers need to look at what are the needs and wants of the local community and how they can help improve the local situation. Providing the consumer with value Consumers have started to look for value; many retailers are looking to discount and are confusing this with value. More expensive items can provide value to the consumer. I have just been talking to our local electrician who is doing some work in our office. He mentioned we could go to the local supermarket
and purchase some light bulbs. He then followed it up by saying the local electrical shop also had light bulbs that were about 10 per cent more expensive, but would last three times longer. The more valuable proposition is initially the more expensive proposition, but will soon provide a return on our investment. Astute retailers realize that value and discount are two completely separate things. Confusion can reduce sales; it does not have to be always new Whilst I was in America I worked for some garden centres and they were telling me about the amount of new plants that were entering the market. In fact I am told that 75 per cent of plants on sale now in America did not exist ten years ago. Unless you are a “Plant Nut” the result is confusion. One retailer told me of the challenges that he was facing. The plant he was offering last year as the best in the marketplace for its type, has been replaced by another improved form this year. If this is happening occasionally then the customer can understand upgrades and improvements, but when it happens at such a rapid and regular occurrence, the customer starts to get suspicious and feels this is a ploy to get more money rather than offering an improved form. pAs retailers, we need to be careful about how we introduce new items if we are to keep building a strong relationship with our customers. This is especially important at
present when consumers are looking towards nostalgia items rather than new items. Building relationships with consumers is a high priority for retailers. It is time to invest in relationship building before it is too late and customers decide it is less stressful to go online for all
their shopping needs and wants. John Stanley, a marketing consultant based in Perth, Australia, is a frequent speaker and counselor in Canada.
PAGE 18 –– DECEMBER 2011 THE GROWER
OFVGA ANNUAL GENERAL MEETING AND CONVENTION POLICY
NOTICE of MEETING is hereby given that the
153rd Annual Members and Directors’ Meeting
As the OFVGA prepares for its 153rd annual meeting, the association would like to remind its member organizations of the following policy – put in place in 2004-05 – in order to ensure proper delegate preparation and resolutions submission. • All member organizations are entitled to one (1) delegate per 50 members within their respective organizations, maximum of five. • All member organizations are to provide to the OFVGA the number of its active membership. • All resolutions should be brought forward, in writing, by December 15 of each year. • Any of the member organizations who are required to submit their director’s name in advance (currently seven of the 10 board affiliates) should do so by December 15 of each year.
of the
Ontario Fruit andVegetable Growers’ Association will be held in
Niagara Falls, Ontario at The Crowne Plaza Hotel
January 9, 10 and 11, 2012 Election of Directors of the Association will take place as well as dealing with resolutions and any other business that may arise.
Ontario Fruit and Vegetable Growers’ Association 153rd Annual General Meeting and Convention January 9, 10 and 11, 2012 Crowne Plaza Hotel, Niagara Falls 5685 Falls Avenue, Niagara Falls, Ontario L2E 6W7
Registrant Information Name
Member Organization
Mailing Address
City/Town
Province
Postal Code
Telephone
Fax
Please returncompleted form to The Ontario Fruit and Vegetable Growers’ Association 355 Elmira Road North, Unit 105 Guelph, Ontario N1K 1S5 Tel. (519) 763-6160 x 116 Fax (519) 763-6604
Registration Fees Full Registration - 2 days + Monday Banquet
$135.00
(includes: two breakfast tickets, two lunch tickets & a Monday evening banquet ticket, convention package, attendance to meetings, and Chair’s reception)
On-site Registration
$150.00
(includes: two breakfast tickets, two lunch tickets & a Monday evening banquet ticket, convention package, attendance to meetings, and Chair’s reception)
Daily Registration
$100.00
Please indicate day of attendance.
(includes: one breakfast and one lunch ticket, convention package, and attendance to meetings. (Chair’s reception - Banquet ticket not included) Tuesday, January 10, 2012 or Wednesday, January 11, 2012
OFVGA Banquet ONLY
$50.00
Monday, January 9, 2012
Grand Total
$
(On-site registration will be charged an additional processing fee.) 13% HST (Business #10779-7821 R.T.) included in all prices.
Method of Payment Payment to be made by cheque or credit card. Print or type clearly.
Cheque Visa
Please make cheque payable to the Ontario Fruit and Vegetable Growers’ Association MasterCard
Cardholder’s Name Expiry Date
Card Number Signature Note: Credit card information provided here is for registration fee payments only.
Instructions • • • • • •
Complete this form and mail or fax to the OFVGA. Faxed forms MUSTcontain credit card information. Invoices will not be issued. If you are faxing your form, do NOT mail a duplicate. Only one person per form. This form may be photocopied. Your name and organization will appear on your badge exactly as you indicate above. Print or type all information. Please make a copy for your records. A room block is in place at the Crowne Plaza Hotel. A special overnight accommodation rate of $69.95 traditional room or $99.9 5 fallsview room (plus taxes) single/double occupancy until December 16, 2011. This price includes self-parking. Request special convention rate for OFVGA . After this date, room rate not guaranteed. Please make your reservations directly with the hotel by calling 1-800-519-9911. Check in time is 3:00 p.m., check out time is 11:00 a.m. • No AGM registration refunds after 4:30 p.m. on December 15, 2011.
DECEMBER 2011 –– PAGE 19 THE GROWER
OFVGA 153rd Annual Meeting and Convention Silent auction contributors Below is a list of the generous contributors who have donated items to the association on behalf of the 153rd annual general meeting. We would like to take this opportunity to thank them for their generosity. Via Rail Kubota Canada Pioneer Equipment Parks Blueberries Ricter Web Printing Data Media Premier Equipment Union Gas DeKalb Micro 50 Sarjeant Co. Ltd. Sherwood Marketing
Delhaven Orchards Ltd. Chatham Mazda Blenheim Chrysler Van Kesteren Hyundai, Chatham Mamma Maria’s, Chatham Reif Estate Winery Strewn Winery Lailey Vineyard Winery Burning Kiln Winery Embassy Suites, Niagara Falls Best Western, Simcoe Simcoe Comfort Inn
Casa Bella, Chatham T-Bones, Chatham Romero's Restaurant, Guelph Turtle Jack, Guelph Boston Pizza, Chatham Plasponics Diamond Detailing, Guelph Borealis Grille & Bar, Guelph Shoeless Joe’s, Guelph Swiss Chalet, Guelph City of Niagara Falls Crown Plaza/Sheridan, Niagara
Ayr Farmers Mutual Rumble Homes, Chatham Cardinal Golf Club Farm Credit Canada Essex County Growers Links of Kent, Chatham Travel Lodge, Chatham Ridgetown Golf Club, Ridgetown Deer Run Golf Course, Blenheim Blenheim Golf Club, Blenheim Landini Canada DuPont Canada
Licks, Guelph Ontario Bee Keepers Kent Farm Equipment, Blenheim RJ Equipment, Blenheim McGrail Farm Equipment Elm Hurst Inn Aberfoyle Mill Restaurant Victoria Park Golf Club West, Guelph Supreme Full Service Carwash, Guelph
THE ONTARIO FRUIT AND VEGETABLE GROWERS’ ASSOCIATION
agenda
153rd Annual General Meeting January 9, 10, & 11, 2012
Monday, January 9, 2012
Wednesday, January 11, 2012
3:00 p.m. - 5:00 p.m. Registration Office Opens - Brock Room 5:00 p.m. Reception & Banquet Cocktails - 5:00 - 6:00 p.m Opening Remarks Dinner - 6:00 - 8:00 p.m. - Niagara Room Chair address Award of Merit Guest Speaker - Dr. Joe Schwarcz, McGill University Silent Auction - 3:00 - 9:30 p.m
7:00 a.m. Registration Office Opens - Brock Room
Tuesday, January 10, 2012
7:30 a.m. Buffet Breakfast - Brock Room 8:30 a.m. - 10:00 a.m. Research Section Business Meeting - Niagara Room • Chair report • Committee Business Research Guest - Bill Ingratta, Vineland Research and Innovation Centre 10:00 a.m. - 10:15 a.m. Break
7:00 a.m. - 8:00 a.m. Registration Office Opens - Brock Room Breakfast Buffet
10:15 a.m. - 11:45 a.m. Labour Section Business Meeting • Chair report • Committee Business Labour Guest - Jeremy Shorthouse, Vincor Canada
8:00 a.m. - 9:45 a.m. Ontario Apple Growers Board AGM - Elizabeth Room Unregulated Veg - Canadian A/B Unregulated Fruit - King George Room
11:45 a.m. - 12:00 p.m. Chemtura Sponsored Golden Apple Award
10:00 a.m. Annual General Meeting Welcome - Niagara Room Opening Remarks - TBC 10:30 a.m. - 11:45 p.m. • Chair’s report • CEO’s report • Bylaws • Election of Directors • Financial report 11:45 p.m. - 12:00 p.m. Election of Chair Person Lobby Board Room (Board members only) 11:45 p.m. - 12:30 p.m. Foodland Sponsored Luncheon Guest Speaker - Sandra Jones 12:30 p.m. - 1:45 p.m. Safety Nets Section Business Meeting • Chair report • Committee Business Safety Nets Guest - TBC
12:00 a.m. - 12:45 p.m. Lunch 12:45 p.m. - 1:00 p.m. Guest Speaker – TBA 1:00 p.m. - 3:00 p.m. Annual General Meeting continues. • Resolutions • Adjournment The 153rd Annual General Meeting and Convention will be held at: The Crowne Plaza Hotel Niagara Falls, Ontario Annual General Meeting and Section Business Meetings will take place in the Niagara Room
1:45 p.m. - 3:15 p.m. Property Section Business Meeting • Chair report • Committee Business Property Guest - George Shearer, OFVGA Water Specialist 3:15 p.m. - 3:30 p.m. Break 3:30 p.m. - 5:00 p.m. Crop Protection Section Business Meeting • Chair report • Committee Business Crop Protection Guest - TBC
ONTARIO FRUIT AND VEGETABLE GROWERS’ ASSOCIATION 105-355 Elmira Road, North Guelph, Ontario N1K 1S5 Ph: 519-763-6160 Fax: 519-763-6604
PAGE 20 –– DECEMBER 2011 THE GROWER
Fusarium basal plate rot of onion and garlic MICHAEL CELETTI, PLANT PATHOLOGIST – HORTICULTURE PROGRAM LEAD ONTARIO MINISTRY OF AGRICULTURE, FOOD AND RURAL AFFAIRS, GUELPH This past growing season in 2011 was one of the most challenging growing seasons in recent history for many growers. Wet conditions experienced in many regions during May delayed planting of many crops. July turned out to be one of the hottest months on record. As a result, unusual diseases were noted in certain crops such as Fusarium basal plate rot in onions. The pathogen, Fusarium oxysporum f.sp. cepae, is not new to Ontario. It is a persistent soilborne organism that can also contaminate onion sets or cloves of garlic used for seed. In fact it is most likely introduced into noncontaminated fields on infested garlic cloves or onion sets. The disease tends to occur more frequently in garlic than in onions and is more often a problem on Spanish onion varieties than on yellow cooking onion varieties. Symptoms of this disease are often seen as early senescence of the infected plants. The tips of leaves of infected plants turn yellow then brown as symptoms progresses downward towards the bulb. Occasionally a reddish discolouration may appear on bulb sheaths of severely infected garlic plants early in the season. During very hot and dry conditions, infected plants wilt and bulbs appear watery and brown. Often
Figure 2. Orange to salmon coloured spore masses develop around the rotted basal plate of onions infected with F. oxysporum f.sp. cepae.
Figure 1. Roots completely rotten off of onion and a white mould sometimes develop on the basal plate of onions with Fusarium basal plate rot. the roots rot off of the basal plate (Figure 1). Severely infected plants are easily removed from the soil when pulled, leaving the rotted basal plate and roots behind. On onions, a white mould is sometimes observed growing on the basal plate and frequently orange to salmon coloured spore masses appear around the rotted basal plate (Figure 2). Bulbs that appear to be free of symptoms at harvest but are infected can decay in storage, however, there is no evidence that the disease spreads from bulb to bulb during storage.
The pathogen infects when soils become very warm. Interestingly, even in heavily contaminated fields the disease rarely occurs when soil temperatures are below 15oC. However as the soil temperatures warm up and approach 25-28oC together with hot conditions like what was experienced in many regions of Ontario during July 2011, the spores of the pathogen in soil germinate, infect developing bulbs and the disease becomes more prevalent and severe. The pathogen can infect onion
Figure 3. Symptoms of Fusarium basal plate rot (left) in garlic look very similar to damage caused by bulb and stem nematode (right). or garlic bulbs directly at any stage of plant growth, however, a higher incidence of infected plants tends to occur when roots, bulbs or the basal plate are wounded by insects, nematodes or other pathogens. In garlic, the disease looks a lot like and is often associated with bulb and stem nematode injury (Figure 3)
whereas in onions it is sometimes associated with onion maggot damage. The disease is managed effectively by crop rotation with nonhost crops for four years and through planting vigorously, growing onion and garlic varieties that are resistant to this disease.
Online food safety workshops for producers Food Safety Programs Unit (Food Safety and Traceability Programs Branch) is offering online workshops to assist farmers in setting good food safety practices. The workshops are FREE to any producer across Ontario. To attend the workshops producers will require an internet and phone connection. Please feel free to distribute this invitation to those producers you feel would benefit. Advantage Online Food Safety Workshops
Pre and Post Harvest Water Use – Tuesday, February 14, 10:30 am – 12:00 pm (noon) A pre and post harvest water use program is an important step in reducing risks of produce contamination. Evaluate your risks and learn how to construct and monitor a water sanitizing program. Register today! Call 1-877-4241300, or register online at http://omafra.webex.com. Registration closes the day prior to each workshop. A confirmation email will be sent following registration with
the workshop teleconference details. Additional Opportunities: Mix and Match Workshops- Select from a range of food safety topics to create a workshop tailored to your farm group’s specific needs. One on One Sessions – Review and discuss specific food safety plans and issues directly with a food safety advisor in Guelph. Call 1 877 424-1300 to book your personalized session.
DECEMBER 2011 –– PAGE 21 THE GROWER
Micronutrient fertilizer programs ELAINE RODDY, VEGETABLE CROPS SPECIALIST, OMAFRA Micronutrients play an essential role in vegetable crop production. However, planning a fertilizer strategy involving micronutrients can be difficult. Micronutrient fertilizers are often expensive and, depending on the element, the actual return on your investment is not always obvious. The fear of a shortfall often outweighs the actual potential for deficiencies. The roles of micronutrients in vegetables crops are varied. They range from: • Photosynthesis and chlorophyll production (copper, iron, manganese, zinc.) • Fruit set and seed development (boron, molybdenum, zinc) • Protein and carbohydrate formation (boron, iron, zinc) With major elements such as phosphorus, potassium and magnesium, a soil test is the primary tool for fertility planning. However, we still lack a reliable method of soil testing for many of the micronutrients. Foliar analysis can help to identify deficiencies and plan an application strategy. Take care to sample at
the appropriate crop stage and keep detailed records of each field for future planning purposes. Knowledge of crop and soil
characteristics can also help to target applications where they will provide the most benefit.
1 Adapted from Managing Crop Nutrients – Best Management Practices. Agriculture and Agrifood Canada, Ontario Federation
of Agriculture and Ontario Ministry of Agriculture, Food and Rural Affairs.
MICRONUTRIENTS IN SOIL AND PLANTS1 Nutrient
Vegetables at Risk of Developing a Deficiency
Deficiency Symptoms
Soil Conditions Most Often Deficient
Effect of Excess Amount
Soil Analysis
Foliar Analysis
Boron
Beets, Brassica Crops, Celery, Rutabagas.
• New growth is stunted and • Sandy soils and dry discoloured. soil conditions. • Flower abortion. • Muck soils. • Hollow stems.
• Necrosis of leaf No margins. • Pale or whitish new growth.
Yes
Copper
Beets, Lettuce, Onions, Spinach, Tomatoes
• Limp or discoloured • Coarse, sandy soils. leaves. • Twisted leaf tips. • Thin pale scales in onions. • Poor colour in carrots.
• Foliar sprays that are too concentrated will damage the leaf tissue.
No
Yes
Iron
Rarely seen in Ontario.
• Leaves become yellow between the veins.
No
Yes
Manganese
Beans, Beets, Cucur- • Young leaves become yelbit Crops, Lettuce, low between the leaf veins Onions, Peas, (veins stay dark green.) Spinach, Sweet Corn.
Yes
Yes
Molybdenum
Beets, Brassica Crops, Lettuce, Onions, Spinach
Zinc
Beans, Onions, • White stripes or patches Spinach, Sweet Corn. near the base of young leaves.
• Rarely seen in Ontario • Soils that were previously poorly drained. • Eroded, acidic, sandy soils.
• Stunted plants lack vigour. • Muck soils • Leaves twist and become • Acidic, sandy soils whip-like. • Edges of the leaves become scorched. • Eroded, high pH soils. • Soils high in phosphorus.
• On acid soils, excess manganese may reduce root growth.
• Excess symptoms No are similar to iron deficiency symptoms.
Yes
• Excess zinc may interfere with the uptake of other micronutrients.
Yes
Yes
Controlled atmosphere storage for vegetable crops DR. JENNIFER DEELL, FRESH MARKET QUALITY PROGRAM LEAD, OMAFRA, SIMCOE Controlled atmosphere (CA) storage is currently used worldwide on many fresh fruits and vegetables. It extends their storage life by slowing the metabolic processes associated with aging.
Low O2
High CO2
Temp (o C)
Benefits
Asparagus
Not beneficial 10-14%
0-1
Maintains tenderness, retains green colour, and retards soft rot development
Beans, snap
2-5%
3-7%
5-8
Retains green colour and reduces discolouration due to mechanical injury
Broccoli
2-3%
5-10%
0-1
Delays yellowing of flower buds, suppresses decay growth, reduces negative effects of ethylene, and may preserve vitamins C and A
Cabbage
3-5%
3-6%
0-2
Maintains colour and flavour, and reduces leaf abscission, sprouting, and decay development
Garlic
Not beneficial 5-10%
0-1
Reduces sprouting and retards decay development
12.5
Delays ripening and development of surface moulds
Tomato, 3-5% mature green
2-3%
Table 1: Potential benefits of CA storage on vegetables.
•
Agricultural * Commercial * Industrial CA refers to enclosure within an air-tight environment, in which the O2 is lower and/or the CO2 is higher than the concentrations found in fresh air. The atmosphere is most often created by injection of desired gas concentrations, but can also be influenced by respiration of the product. Nitrogen is usually used to replace O2 when concentrations below 21 per cent are desired. Gas levels must be precise and accurately maintained in order to prevent injury to the product. Newer CA equipment, such as pallet covers and portable gas analyzers, are making it easier to use this technology. Above is a list of vegetables that can benefit from CA storage, along with suggested atmospheres.
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PAGE 22 –– DECEMBER 2011 THE GROWER
Intelleflex documents the costs of cold chain shrink New tracking technology is enabling companies to route product in real time based on remaining shelf life. Intelleflex, a provider of on-demand data visibility solutions, and ProWare Services, a software and services company, have released the results of a recent pilot program with strawberries shipped from Mexico to California. The pilot incorporated tens of thousands of data points, tracked the temperature of hundreds of pallets of berries in-transit at the pallet-level from local Mexican growers to a packing house and cold-storage facility in Mexico and then from that packing facility to three distribution centers in the United States. Intelleflex temperature monitoring tags were initially placed in pallets of berries in the field as they were harvested, and
the temperature was recorded by the tags every 15 minutes from the field to the pack house. The distance from the fields to the packing house varied significantly, from an hour to more than four hours, and the temperature at harvest varied significantly by the time of day. After quality control at the pack house, the temperature data was downloaded and each pallet’s relative remaining shelf life index was calculated using ProWare’s software. Each pallet was then intelligently routed to the most appropriate distribution center based on its unique remaining shelf life index to maximize delivered freshness and reduce waste. The study identified that 30 percent of the pallets would require prioritized routing to help avoid loss in-transit that would have resulted from delivering spoiled berries.
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The program then studied the temperature of the pallets of berries in-transit from Mexico to a distribution center in Southern California to compare the pallet-level temperatures against the ambient temperature in
various refrigerated trailers and measure the previously undocumented impact on shelf life. The program revealed that there was as much as 30 percent difference between the temperature of pallets and the ambient temperature
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in a single refrigerated trailer. While ambient trailer-level temperature monitors indicated an average temperature of approximately 35 degrees throughout the five-day journey, more than 13 per cent of the pallets experienced temperatures higher than 40 degrees Fahrenheit during the trip, losing as much as nine days of shelf life in less than five days of actual transit time. Other notable findings of the study included: • Significant Temperature Variation in Harvest-to-Precool: The pallet temperature and length of time spent prior to precooling varied significantly by pallet, dramatically impacting remaining shelf life. This “invisible shrink” could not be detected or managed by visual inspection of the fruit. By knowing the temperature history of each pallet and calculating its relative remaining shelf life index at the pack house prior to precool, loss could be reduced or avoided. • Ambient Temperature Monitoring Is Inadequate: The air temperature outside the pallet (ambient temperature, not product temperature) in-transit from the field, in precool and in-transit to the distribution center, did not reliably correlate to the temperature inside the pallets and therefore did not provide an accurate indication of product condition or relative remaining shelf life. In fact, pallet-to-pallet relative shelf-life loss varied by as much as 40 per cent within a single refrigerated trailer in transit from Mexico to California. • FEFO+ Maximizes Post-Harvest Yield: Pallet-level temperature data delivers the ability to implement an enhanced First Expired, First Out (FEFO+) inventory management − instead of First In, First Out (FIFO) − by which growers, packers and shippers can aggregate pallets based on each pallet’s unique remaining relative shelf life index and dynamically route them to the most appropriate destination, based on transit time, to ensure maximum freshness. The berry producer in this study plans to deploy the Intelleflex technology across their North American distribution centres that service customers in the U.S., Canada and Mexico.
DECEMBER 2011 –– PAGE 23 THE GROWER
PAGE 24 –– DECEMBER 2011 THE GROWER
MARKETPLACE
To advertise phone: 519-380-0118 • 866-898-8488 x 218 • Fax: 519-380-0011 NURSERY AND ROOTSTOCK
GLADIOLUS BULBS Wide variety selection for retail sales and commercial cut flower production Catalogue available upon request or visit our website at www.lmbolle.com
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R.R. #4 Creek Road Niagara-on-the-Lake, ON. L0S 1J0 Tel: (905) 262-4971 Fax: (905) 262-4404 howardcolcuc@rogers.com
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Available anywhere in Ontario! Simply the best approach to this important factor of fruit production Call Dave (519) 372-0604
CLASSIFIED For Sale: Virginia Gold Leaf tobacco seeds. 300-500 quantity, $10. 1000 Lbs garlic seed. Plant now. Call 519-326-4889 Landini Advantage 85F, 4x4 w/cab, AC, 3870hrs, $15,000. Allis Chalmers AC5040, 2WD, 5584hrs. Askiing $5,000. Agrimetal square bail straw chopper for 3 PTH, asking $500. Forklift mast for 3 PTH, Delhi. 43” forks. Lifts 8ft high, $2,500. 519-901-2375. 100’s of 40’L X 32"W X 29"H wood crates available. Must sell! Below market pricing. We deliver or you pick up. Call Phil: 519-835-0295
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DECEMBER 2011 –– PAGE 25 THE GROWER
MARKETPLACE
To advertise phone: 519-380-0118 • 866-898-8488 x 218 • Fax: 519-380-0011 NURSERY AND ROOTSTOCK
EQUIPMENT
Pipe & Fittings for Water Systems
The best producing orchards start with exceptional trees. Apples Apricots Cherries Nectarines Peaches Plums
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Flamboro Garden Produce GREENHOUSES FOR RENT in waterdown area. Approx. 60,000 SQFT (Cravo House with retractable roof 20,000 SQFT plus 10 single freestanding houses 26 x 144 ft) New plastic covering on all houses. For further information contact Loui 905-689-4254 or cell 905-572-3581
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PAGE 26 –– DECEMBER 2011 THE GROWER
MARKETPLACE
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CROP TUNNELS
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DECEMBER 2011 –– PAGE 27 THE GROWER
MARKETPLACE
To advertise phone: 519-380-0118 • 866-898-8488 x 218 • Fax: 519-380-0011 CONTAINERS
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PAGE 28 –– DECEMBER 2011 THE GROWER
Canadian Food Summit 2012 attracts industry leaders The agenda of the Canadian Food Summit 2012 has just been finalized according to the Conference Board of Canada. Leading speakers will be attending including Galen Weston of Loblaw, as co-host, Michael McCain of Maple Leaf Foods and others from France, Scotland, the U.K., the U.S. and Australia. Reserve February 7 and 8, 2012 at the Metro Toronto Convention Centre, Toronto, Ontario. An outstanding lineup of Canadian and international speakers will discuss the key challenges facing Canada’s food system. One of the speakers is Mark Bittmam, New York Times columnist and author of Food
Matters, How to Cook Everything and Cooking Solves Everything. Other speakers include: John Knubley, deputy minister, Agriculture and Agri-Food Canada; James Withers, CEO, Scotland Food and Drink; Wayne Jones, Head, Agro-Food Trade and Market Division, OECD, Paris, France; Sarah Church, Head of Food Policy, Department of Environment, Food and Rural Affairs, U.K.; Helen Clarkson, Forum for the Future, U.S.; Richard Souness,Food and Agriculture, Australia. This is a major opportunity to be involved in the discussion, as the Board’s Centre for Food in Canada moves toward creating a
Canadian Food Strategy. “This is not a one-way summit,” says Tracie Jones, senior marketer, Conference Board of Canada. “The goal for everyone here is not only to chart the appropriate direction for Canada’s food policies – it is also to put forth practical, detailed ideas on how to stay on course and capitalize on the full potential of Canada’s food system.” Register before December 7th and save $200 at www.conferenceboard.ca/conf. Left: Galen Weston Jr., Loblaw Companies Ltd.
More likely to achieve goals when there’s a farm business plan When 500 Ontario farmers were polled in March 2011, 79 per cent said that they believe business planning is an important function in running a farm and that financial goals, specifically profitability and making a living with farming, are the most important goals. The Agricultural Management Institute (AMI) commissioned the poll from Ipsos Forward Research to create a baseline of business management practices.
Despite this finding, particular segments are either not interested in business planning or reluctant to move forward with developing formal written business plans. "There is no one-size-fits all solution to farm business management planning, but it is encouraging to see that there is awareness amongst farmers of the need to take part in a planning process," says Ryan Koeslag, executive director of AMI. “For the planners and the developers – two
segments in our poll -- there were definite trends for increasing gross farm sales in the last five years.” No statistics are shared on exact gross numbers because it would be distorting to compare different types of farming operations. AMI promotes new ways of thinking about farm business management and aims to increase awareness, understanding and adoption of beneficial business manage-
ment practices by Ontario farmers. The organization currently has 26 farm business management projects underway in the province. The Agricultural Management Institute is part of the Best Practices Suite of programs for Growing Forward, a federal-provincial-territorial initiative.
Fontelis fungicide now registered to protect apples, blueberries Fontelis, a next-generation fungicide, has received approval for registration in Canada to protect the yield and quality of pome and stone fruits, blueberries and vegetable crops from critical diseases says its manufacturer, DuPont. Containing the new active
ingredient penthiopyrad, this next-generation SDHI fungicide provides superior protection by locking onto the fungus to halt progression of key plant diseases. It is classified as a Group 7 fungicide. “Fontelis provides growers with a powerful new tool for
managing diseases such as apple scab, powdery mildew and botrytis in their high-value fruit and vegetable crops,” says Dave Kloppenburg, fungicide launch manager for DuPont. "Fontelis has inherently stronger activity than other fungicides on many important pathogens, including
those diseases resistant to other fungicides, while providing excellent crop safety." Field crop growers can now have access to this new active ingredient in the newly-registered Vertisan, a next-generation fungicide that protects yield and crop quality in canola, pulses,
sunflowers and potatoes. For more information about Fontelis™, Vertisan™ or any other DuPont product, contact your local crop protection retailer or DuPont representative, call 1-800-667-3925 or visit the web site cropprotection.dupont.ca.
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DNA tools help scientists track down threats to food crops DNA-based tools and techniques are moving from TV crime scenes and courtrooms to front lines of the fight against insect pests which destroy crops and food supplies. Over the past five to 10 years, molecular tools and techniques have increasingly been used in
laboratories to help researchers detect and identify invasive pests and their natural enemies in the field in an effort to reduce reliance on commercial pesticides. Agriculture and Agri-Food Canada researchers at the Southern Crop Protection and Food
Research Centre (SCPFRC) in London, Ontario are integrating molecular tools into biological control studies to protect farmers’ crops from invasive pests such as the Brown Marmorated Stink Bug, which threatens a wide variety of economically important field, fruit, and vegetable crops in North America. Biological control means using natural enemies to manage or control insect pests that destroy crops. Molecular tools include the use of the Polymerase Chain Reaction (PCR) to amplify, or make many copies of, a small segment of DNA, and DNA sequencing to identify the unique combination of nucleotides (A, T,
G, C) that make up that segment of DNA for a given species. • These molecular tools are used to identify parasitic wasps used as biological control agents and to detect new insect threats to crops. • The properly identified DNA of an insect can narrow it down to its family, genus, species or even sub-species level. There are many similarities between closelyrelated insects, and these tools mean scientists can be absolutely certain of what they’re facing. • In the past, a scientist needed a whole insect specimen (some-
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have access to an online tool which they can use to communicate with Members of Parliament. The tool is intended to facilitate communication to MPs and enable industry and individuals to comment and provide their perspective on key issues. Users may filter the list of MPs by province and/or party and then send a message by e-mail, or print out the letter and mail it, or both. CHC's online tool was most recently used to incite MPs to attend the Fall Harvest Event, which took place on November 22, 2011 in Ottawa. This event was a joint initiative between the CHC and the Canadian Produce Marketing Association (CPMA) to raise the profile of the produce sector with elected officials. www.hortcouncil.ca
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times alive) that often had to be sent to an expert for identification. This was an extremely time consuming and potentially inexact process. Using these modern molecular tools and techniques, however, a scientist can identify an insect pest and where it came from within 24 hours, simply from a body part or a few cells. This precise identification then narrows down the search for a compatible natural enemy that can be used to remedy the problem insect.
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PAGE 30 –– DECEMBER 2011 THE GROWER
MINOR USE CRAIG’S COMMENTS
Model student
CRAIG HUNTER OFVGA One of the early lessons at University was “Junk in- Junk out!” This was especially in regard to the then-new(ish) blue Harvestore silos that were just beginning to dot the landscape. They came with a forage management strategy and they provided agronomic advisors to ensure the forage quality that built the reputation and sales of their silos. There were some unique features such as bottom unloading that made life easier than the daily climb in winter to the top of the silo to break up the frozen crust before the ‘automatic’ unloader could do its thing. (That is if you HAD such an unloader!) As I recall, the prof was not sold on blue -- he felt that the same attention to forage quality going in would give the same (good) quality from a cheaper silo. The silo alone couldn’t make a silk purse (good silage) from a sow’s ear (lousy forage). He was right, but he did not give any credence to the ego. If you had one or more blue silos, it showed you were a good farm manager to be able to afford it, that your cows were going to be better because of it, and you were obviously ‘better off’ than the neighbour with concrete. The real lesson was still “Junk in- Junk out.” It was the management plans
and the back-up of the agronomic advisors that made the most difference. The forage quality started in the field, and could never be improved upon later -- just kept as close to optimum as possible. I have since learned that this lesson has further applicability. The advent of the computer has allowed folks to play with numbers with a speed and data volume undreamt of in those university days. It has unfortunately also given ‘license’ for manipulators to play games with numbers. Some of this may be good -- I am often skeptical. The use of models may well have a place in science, if they are used scrupulously. Their failing comes from mis-use, use by the unqualified, and by substituting either input data, or (heresy) substituting some part of the original model. I have seen both being done at the federal government level, and is it any wonder that I look upon the outcomes with askance? A few years ago I sat through a presentation in Ottawa using a ‘model’ to ‘prove’ that pesticide use in Ontario (which had declined steadily for 15 years) was actually (according to their ‘model’) increasing the ‘risk’ associated with its use! I was quiet during that presentation (I know many have a problem believing that, but it is true!) and jumped in with the first question at its conclusion. Although it was purported during the presentation that they had used (model N) in fact they had altered it ‘to meet Canadian needs.’ All their comparisons had been done by showing how (model N- as modified) predicted the risk increase, and referenced back to it. Never once were the ‘changes’ that had been made to the model mentioned until I asked the critical question! Then I popped their balloon by pointing out to the room that I was the author of
the reports that they had based all their calculations upon! They had used a summary of data to draw their conclusions -- only I had all the raw data that should have been used to draw any such conclusions! Furthermore, I pointed out that a different model had been used for every version of that data survey over 20 years, and had shown the same steady (but greater) decline in risk that paralleled the use reduction! (It would appear their changes to model N had had the effect they had desired- even if it was incorrect!) I was a little scathing about someone who would (upon their own initiative) bastardize an accepted publicly available model but continue to hide behind the original model’s reputation. At the end, he was told to go back and ‘do it again,’ but there has Never been a further attempt to present such a study. However, the same individual continues to be employed… In another situation, I am appalled that the use of a model continues to be the pivotal decision point which alters longstanding pesticide use. In this case, there are two different issues. One lies with a purported lack of real data, so an admitted ‘very conservative’ estimate is used with an already ‘very conservative’ model. In the absence of any real life evidence of a problem, massive changes to the use or even elimination of some uses are being proposed! It begs me to wonder if they ever look out the window to see what is happening, or rely on the weather forecast on a radio -especially if it is tuned to a station 200 miles away! The second problem arises when there is real data for some or most of the data points, and that real data shows unequivocally that there is room in the ‘risk cup.’ However, the
‘estimated’ data that is dreamed up to fill in the holes sinks the ship! There is something terribly wrong here! I would like to think that those who built the model had every intent to make it as real life as possible. However, “Junk data in- Junk conclusions out.” They could never have envisioned such mis-use of their model! They would be the first to deny responsibility of mis-use. I have one final example that will characterize where some of my angst arises. Earlier this year I read a detailed evaluation of a long-time successfully used pesticide. In that review it was admitted that neither the U.S. EPA nor the European Union (both of whom had done a review) had revoked its use. However, our folks had proposed to do just that! The basis of their concern pivoted around a mass of ground and surface water monitoring data they had assembled that showed some well contamination. Something about the data (some of it) gave me an itch I couldn’t scratch -- at least until I had looked at it a couple of times! It would appear (and would certainly cause me to want to go back to the data sources for confirmation) that much of the so-called monitoring was from known spill sites and surrounding areas! (Monitoring data for a product review should be unbiased to reflect the result of normal label use, not of anomalies and known spills!) The mass of data showed no detectable finds, but a few significant levels were demonstrated in some of the reports. In some cases these were in the same areas over successive years. In addition, there were very few from Ontario, where the largest uses have been made for 40 years. I was able to access a 20-year summary of results from
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the Ontario Environment Ministry of water analysis from all municipal water sources. They acknowledge that this active ingredient was looked for, and NOT found in thousands of such analyses! This data source was available publicly, but not included in the data leading to the Decision to Ban. If I could find it --let’s not go there! One could become skeptical about the ‘selective’ sourcing and use of the data in this review! At the end, the old adage holds true. (Here is the long version) One must be ever vigilant to ensure proper Source of both data (inputs) and Model (silo) and adhere to and live within the limitations of both. It is better to have less but good data than to pack the model with ‘guesstimated, dreamed up, accessed from dubious sources, or just plain created numbers! Furthermore, in the absence of proven issues in the field (not just in a lab or in someone’s wildest thinking) there should be NO changes made. It takes good (and accepted) data to get the pesticide registration in the first place, and after years of real life observation and results one has a ‘feel’ for its use, so why would (should or even could) that use be revoked on what in some minds appears to be a whim? Hard data --yes. Real life problems -- yes. (Mis)Calculations or downright shoddy work -never! The time is now to re-model the models (and model-users) or just be ever-vigilant when one hears they are being invoked! It seems to me that is what the old prof was trying to teach us. Maybe it really did sink in back then. Thanks Bob!
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DECEMBER 2011 –– PAGE 31 THE GROWER
MINOR USE
Wanted: replacement for Thimet wireworm control The potato industry is relieved with a transition plan that phases out a useful product for wireworm control: Thimet. Its active ingredient, phorate, does not destroy wireworm but keeps the pest to an economically tolerable level. Knowing that Thimet was to be deregistered after the 2012 growing season, the national industry along with federal officials, have devised a phase-out and management plan. First, the Pest Management Regulatory Agency (PMRA) has advised of the extension of three years to AMVAC Chemical for the sale and use of Thimet 15G soil and systemic insecticide granular. This decision allows for transition to phorate alternatives. Some label changes will be
required for risk management. The phase-out dates are as follows: Dec 31, 2014 Last date of sale of Thimet 15G by registrant May 1, 2015 Last date of sale by retailers and distribution chain August 1, 2015 Last date of use by growers and users This schedule may be altered if an alternative product is registered. Second, Agriculture and Agri-Food Canada has developed a number of research initiatives to start immediately. They are: 1) efficacy evaluation of potential insecticides to control wireworm in potatoes 2) efficacy of buckwheat/mustard and
other identified crop residues on suppressing wireworm populations in soils – lab and greenhouse study 3) planting small grain crops treated with insecticide in early fall to suppress wireworm populations in the potato crop to be planted the following spring 4) planting a grain crop in rotation that is treated with an insecticide treatment that is lethal to wireworm larvae 5) effect of timing of plowing (spring vs fall) with and without glyphosate treatment of the field prior to plowing on wireworm populations, their ability to overwinter and their susceptibility to pesticides 6) Canada-wide survey of wireworm incidence – develop collection network and
sampling plan 7) monitoring wireworm populations using a new probe to assess the risk of damage to crops 8) use patterns for biological pesticides to target wireworms and click beetles Efforts to control wireworm are national in scope with the following partners: Prince Edward Island Potato Board, Nova Scotia Potato Marketing Board, Potatoes New Brunswick, Ontario Potato Board, Peak of the Market, Keystone Potato Producers Association, Potato Growers of Alberta, British Columbia Horticultural Association, Cavendish Farms, McCain Foods (Canada), PEI AgroMart.
Soil fumigant controls pests on root and tuber vegetables JIM CHAPUT, OMAFRA, MINOR USE COORDINATOR, GUELPH The Pest Management Regulatory Agency (PMRA) recently approved a minor use label expansion for Chloropicrin 100 Liquid Soil fumigant and Pic Plus fumigant for control of labeled pests in fields to be planted to all root and tuber vegetables, crop group 1 in Canada. Chloropicrin 100 Liquid Soil fumigant and Pic Plus fumigantwere already labeled in Canada for control of
nematodes and several diseases on tobacco, strawberries, raspberries, tomatoes, peppers and potatoes. This registration now permits the use of these products on fields that are to be planted to all root and tuber vegetables including ginseng, carrots, radish, rutabagas, turnips, horseradish, parsnips, chervil, salsify, potatoes, sweet potatoes, red beets and sugarbeets. Nematodes and soil-borne diseases are critically important pests of root and tuber vegetables
and many other crops around the world. These minor use submissions were sponsored by the minor use office of OMAFRA in response to minor use priorities identified by root and tuber vegetable producers. The minor use label expansion registration of Chloropicrin 100 and Pic Plus fumigants will help to manage several key pests of root and tuber vegetables, however management of such pests still requires a comprehensive IPM and resistance management program with access to all available
GREA ATT L A K E S
tools and strategies. The following is provided as general information only. Users should consult the complete label before using Chloropicrin 100 and Pic Plus fumigants. Chloropicrin fumigants can be used for control of labeled pests on fields to be planted to root and tuber vegetables as follows: Chloropicrin 100 can be applied at a rate of 93 L per ha in a broadcast or banded application according to the detailed label directions. Pic Plus can be applied at a rate
of 108 L per ha in a broadcast or banded application according to the detailed label directions. Follow all other precautions and directions for use on the Chloropicrin 100 and Pic Plus fumigant labels carefully. Chloropicrin 100 and Pic Plus fumigants should be used in an IPM program and in rotation with other management strategies to adequately manage resistance. For copies of the new minor use label contact Jim Chaput, OMAFRA, Guelph (519) 8263539.
DEC. DEC C. 6-8, 2011
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PAGE 32 -- DECEMBER 2011 THE GROWER