CELEBRATING 133 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION
DECEMBER 2013
VOLUME 63 NUMBER 12
CONSUMER ENGAGEMENT
Exhibit shines light on myths about greenhouse produce KAREN DAVIDSON Toronto, ON -- Cool as a cucumber, Peter Quiring fielded media questions about the “Learning Greenhouse,” one of the new exhibits at last month’s Royal Agricultural Winter Fair. It’s the first time that the owner of Nature Fresh Farms has put his brand in front of a consumer audience. The 10-day show also led to an epiphany: many myths still exist about greenhouse produce. As the largest greenhouse pepper grower in North America, Quiring is used to meeting large retailers at trade shows such the Produce Marketing Association’s recent event in New Orleans. However, he’s been itching to talk to consumers directly. The promise of 300,000 Greater Toronto Area visitors to the Royal seemed like an ideal venue, especially located within the “For the love of food” pavilion. “We want consumers to eat more vegetables, and of course more greenhouse vegetables,” says Quiring. “We’re looking to increase domestic share, so that means letting consumers know the benefits of Ontario or Canadian-grown product and to look for the label.” As demographics are changing rapidly in metropolitan areas, Quiring wants to understand those cultural shifts, face to face. He’s
INSIDE Chinese visit Canadian blueberry farms Page 5 Sweet potato consumption has doubled in five years Page 14 Vineyards and wineries
Section B
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For the first time, Nature Fresh Farms rented exhibit space at last month’s Royal Agricultural Winter Fair in Toronto. Thanks to sister company, South Essex Fabrications, a miniature-sized working greenhouse was erected complete with grow-lights, recirculating irrigation system, retractable energy screen, beehive and tomatoes growing in coconut husk media. Putting time – and brand – on the line with “The Learning Greenhouse,” owner Peter Quiring says consumer engagement is the next step in increasing domestic demand. Photo by Ben Radvanyi.
convinced the timing is right to put vegetables at the center of the plate. That’s why he devoted several days to meeting with the public as did his food safety officer, operations manager and
integrated pest management specialist. Even the company’s in-house chef came to cook eggplant no-meat meatballs for the health professionals’ dinner. While dietitians were receptive,
the mass audience is more cautious about trying new products. “We’re not where we thought we were,” concluded Ray Wowryk, director of business development for Nature Fresh
Farms, when the show ended. “The greenhouse vegetable industry and Nature Fresh Farms have a lot of work to do in educating about healthy eating.” CONTINUED ON PAGE 3
Tomato farmers are crushed by closure of H.J. Heinz plant Leamington, ON –Ketchup maker H.J. Heinz Co., has hammered the tomato capital of Canada, announcing the closure of its century-old plant by next June. Physically located at the center of Leamington, the secondlargest facility in the Heinz universe will let go 740 employees. The impact will have farreaching effects in southwestern Ontario, particularly Essex and Kent counties. That’s where 46 growers of processing tomatoes won’t have contracts. Forty per cent of the processed tomato industry –4,300 acres – will be pulled out of tomato production. Seven smaller processors remain, contracting about 300,000 tons from 7,300 acres. While this highly productive land is suitable for wheat, soy and corn, they are lower-valued
crops that don’t require the planting and harvesting equipment specific for tomatoes. “The switch was flipped overnight,” says Dave Epp, whose family has had a contract since 1950. Since H.J Heinz was bought by Warren Buffet’s Berkshire Hathaway fund and a Brazilian investment company, 3G Capital, earlier in the year, speculation was rife about a potential closure. With no obvious investments going into the plant, growers were suspicious. What has offended them, says Epp, is the lack of notice for a transition period. “When I signed my agreement last spring, questions were specifically asked about a potential closure and whether the company would honour verbal assurances of a two-year
transition period,” he says. “That question was run up the flag pole to the top and the answer came back to go ahead with a threeyear agreement. With this announcement, I have some issues with what’s happened, after our family’s 63-year relationship with Heinz.” Epp is one of 13 growers who had invested in 36 kilometres of pipeline and a pumphouse that filtered water from Lake Erie to irrigate 2,500 acres of tomatoes. Known as the Leamington Area Drip Irrigation project, this ambitious infrastructure won accolades from none other than the Ontario premier with a $100,000 award for agri-food innovation excellence. CONTINUED ON PAGE 4