The Grower Newspaper

CELEBRATING 131 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION

MARCH 2011

VOLUME 61 NUMBER 03

Walmart -- coming to a field near you Can growers make money, live better?

KAREN DAVIDSON Walmart Canada wants a bigger piece of the produce pie.

With plans to open an additional 40 supercentres across Canada by February 2012, its buying presence is increasing. Fruits and vegetables are front and center in its grocery section.

“We’re moving a lot of volume now,” says Carmine Carpino, category manager, vegetables for Walmart Canada, citing year-round contracts with onion and carrot growers. Recent corporate news releases cite a pledge to purchase 30 per cent of its produce assortment locally on an annual basis by December 31, 2013 and to purchase 100 per cent local when produce is in season.

Walmart’s rise to produce prominence has been nothing but meteoric since its Canadian entry in 2006. Some analysts even peg Walmart Canada as high as fourth largest buyer of produce after Loblaw, Sobey’s and Metro. With about a quarter of Loblaw’s 1100 stores, Walmart still has an uphill climb to be number one, as it is in the United States. Another competitor is good news, but will this buyer push up prices for growers?

Not likely, given Walmart’s tag line: Save money. Live Better.

This core value was reinforced with a January announcement in the U.S. That’s where none other than Michele Obama lent her credibility to a Walmart announcement on lowering prices

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With 124 supercentres across the country – and new entries in Manitoba and Quebec this year-- Walmart Canada is estimated to be the fourth largest buyer of fruits and vegetables in Canada. Their pledge is to buy 100 per cent local in season. Carmine Carpino (R), Walmart’s category manager for vegetables, relies on greenhouse growers such as Chris Cervini, Lakeshore (L) and Mark Slater, Erie James for daily deliveries. This Waterdown, Ontario store had a full display of cucumbers, tomatoes and peppers. Photos by Denis Cahill. of fruits and vegetables by $1 billion per year and reducing amounts of saturated fat, sugar and salt in private label products.

The alliance makes sense because it supports the First Lady’s “Let’s Move” initiative and her campaign against childhood obesity.

It’s an announcement that makes sense for consumers, not necessarily dollars for growers.

The retailer’s in-store signs advertise that fresh food costs less at Walmart. That suggests volume buying, but Carpino claims different practices in Canada.

“Size does not matter,” says Carpino. “I may have a grower that sells me just a thousand bushels of roma tomatoes in season.”

What does matter is adherence to food safety protocols such as CanadaGAP, electronic invoicing capabilities and just-in-time delivery to their distribution centres in Mississauga, Ontario and Balzac, Alberta. The demand for frequent deliveries, sometimes on a daily basis, may be the factor that eliminates some growers from becoming a Walmart supplier.

Like all good business operators, growers need to place a value on their truck and driver’s time in a line-up at a loading dock.

Certainly, distribution logistics play a huge role in Walmart Canada’s success. The retailer just opened a state-of-the-art sustainable fresh food distribution centre north of Calgary in November 2010. As one of Canada’s largest refrigerated buildings, it’s the hub for serving 104 stores from Manitoba to British Columbia. Its refrigeration system uses ammonia as a coolant

rather than ozone-depleting freeon. High-efficiency dock doors are more energy-efficient.

Hydrogen fuel cells replace traditional lead acid batteries in the facility’s fleet of 71 material handling vehicles which operate under a no-idling policy.

While saving energy, the centres distribute food to stores within 24 hours. “What comes in, goes out the same day,” says Carpino.

Continued on page 3

Controls more than 20 insects in over 40 fruit and vegetable crops Page 13

Ontario Fruit and Vegetable Convention roundup Page 15

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AT PRESS TIME… Greenbelt Fund boosts local food systems More local procurement of Ontario food is underway thanks to new monies from the Greenbelt Fund that is helping link institutions to farmers. Carol Mitchell, Minister of Agriculture, Food and Rural Affairs, highlighted the first round of grants at a daycare in mid-February.

is making the introductions between procurement agents and farmers.

“These are relationships which have eroded over time,” says Stahlbrand. “Both parties need help in understanding how to write Requests for Proposals and how to bid on them. We help with the language.”

Another recent grantee is St. Joseph’s Health Centre which is now preparing its own salads and

NEWSMAKERS two-year program are encouraged to call 519-826-4204 or visit the website at www.aalp.on.ca for details. Application deadline is March 11.

“We are looking across Ontario for primary producers, agri-business and agri-service employees, food processors, wholesalers and retailers, bankers, educators, marketers and journalists who want to enhance their leadership skills, gain perspectives on critical issues and broaden their knowledge of the national and international forces affecting agriculture, agri-food and rural sectors,” says Rob Black, chief executive officer of Rural Ontario Institute, the program administrator.

Water taking and reporting for Permit To Take Water Burkhard Mausberg, Friends of the Greenbelt, looks on as Carol Mitchell, Ontario Agriculture Minister, speaks with kids in daycare.

“In our first round of grants, over half of the recipients will be working with daycares, school boards, universities and colleges to increase the amount of Ontario food available,” says Burkhard Mausberg, Greenbelt Fund President.

Local Food Plus (LFP) received $200,000 for two years to identify Ontario farmers who can meet Certified Local Sustainable standards and to link them to food service providers. Since LFP launched in September 2006, their biggest success story is the University of Toronto. The campus that serves 50,000 students daily has increased its local fare from 10 per cent to almost 25 per cent today, says Lori Stahlbrand, executive director. Almost 200 farmers are now certified under the LFP brand, expanding local markets and in some cases no longer needing to export. These LFP-certified farmers range in size, right up to 2,000 acres in the Holland Marsh.

The grant to LFP will help build more collaborative relationships, says Stahlbrand, including McMaster University, Fanshawe College, Niagara Region and the City of Hamilton. These public institutions are already sensitive to issues of economic, environmental and social sustainability so it’s a relatively easy pitch to get them on board. Where LFP helps

hot dishes from Ontario-sourced foods. Patients, residents, their families and cafeteria patrons now score a 87 per cent satisfaction rate with the meals.

Other grantees are: • City of Toronto, $225,000 over two years • Compass Group Canada, $100,000 over two years • EcoSource, $100,000 over two years • FoodShare, $85,000 over one year • Rowe Farm Meats, $25,000 over one year • Sysco Ontario, $230,000 over two years The program provides grants to local food industry leaders, producers, distributors and food service providers to serve more Ontario food in public institutions. Applications for the second round of grants are being accepted until April 1. Letters of intent for third round of grants are due June 15. More information is available at www.ontariofresh.ca.

Leadership applications due March 11 The Advanced Agricultural Leadership Program (AALP) is calling for applications for Class 14 which starts September 2011.

Current and emerging leaders who wish to participate in the

This is a reminder that Permit To Take Water (PTTW) holders must submit their daily volume of water taken for the period January 1 to December 31, 2010 to the Ministry of the Environment on or before March 31, 2011.

On January 1, 2005, the Water Taking Regulation (Ontario Regulation 387/04) took effect and introduced a requirement for all PTTW holders to collect and record data on the volume of water taken daily and report this annually to the Ministry of the Environment (MOE).

This is not always the easiest thing to do, however the Ministry has made improvements to the water taking and reporting system that should make it easier to report your takings. If you do not yet have a User ID and Password to access the Water Taking Reporting System, please call the WTRS Help Desk at 416-2356322 or 1-877-344-2011. You can also make paper submissions if you do not have internet access or if your internet service is slow.

Again contact the help desk to determine where you need to mail your records. In order to avoid long wait times as the reporting deadline approaches, we suggest that you contact the WTRS Help Desk at your earliest convenience.

Additional information on the Permit to Take Water Program and the Water Taking Regulation can be accessed through the following link: www.ene.gov.on.ca/ envision/water/pttw.htm.

Ken Knox, former deputy minister, OMAFRA, will be inducted into the Ontario Agricultural Hall of Fame later this year for his visionary leadership, innovation and entrepreneurship. His esteemed public service career has yet another chapter as chair, departmental audit committee of the Canadian Food Inspection Agency and as a trusted advisor to many agricultural associations. He owns a 500acre cash crop and pumpkin farm near Oshawa. The ceremony will take place at Country Heritage Park, Milton, Ontario on June 12.

The first Ontario Apple Cider Competition took the spotlight at the Ontario Fruit and Vegetable Convention with 13 entries.

First place winners are Thomas Wilson and Nicole Judge, Spirit Tree Estate Cidery, Caledon. Second place went to Hector and Mark Delanghe, Delhaven Orchards, Blenheim and third place went to Ray Ferri, Al Ferri & Sons, Brampton.

Ontario Processing Vegetable Growers have announced their new board of directors for 2011-2012. They include: Phil Richards, Chair, Dresden; Bruce Shackleton, Vice-Chair, Belmont; Walter Brown, Leamington; Francis Dobbelaar, Wallaceburg; John Lugtigheid, Kent Bridge; Ken Hamm, Leamington; Jim Poel, Thamesford; Jim Reith, Ilderton; Marshall Schuyler, Simcoe. About 300 participants attended the recent annual general meeting.

The Niagara Peninsula Fruit and Vegetable Growers’ Association is presenting its 2010 Award of Merit to Dr. K. Helen Fisher. The reward recognizes her lifetime career as extension advisor, researcher and teacher in the Ontario grape and wine industry. She is currently Associate Professor of Viticulture, University of Guelph.

Kudos to the Cervini family – Anthony, Chris and John -who operate Lakeside Produce at Leamington, Ontario. BizX Magazine recently honoured their partnership with Community Living Essex County for employing those with physical and intellectual disabilities. Everyone was a winner before they were awarded Disability Employer Champion.

The British Columbia Fruit Growers’ Association welcomes new executive members for 2011. The slate includes: Joe Sardinha, Summerland, President; Fred Steele, VicePresident, Kelowna; Amarjit Lalli, Kelowna; Madeleine Van Rouchoudt, Lake Country; Denise MacDonald, Summerland; Peter Simonsen, Naramata; Nirmal Dhaliwal, Oliver; Sukhdev Goraya, Kelowna.

Congratulations to Annemarie and Kevin Klippenstein who have been named Outstanding Young Farmers for British Columbia and the Yukon. They manage an organic orchard and market garden called Klippers Organic Acres near Cawston, selling their produce at Vancouver-area farmers’ markets.

Kevin is also chair, Organic Farming Institute of BC. The national event to determine two regional winners will be held in Brandon, Manitoba from November 14 – 20.

Condolences to the family of Tommy Longo, one of the three brothers who founded Longo’s grocery stores in 1956 in the Greater Toronto Area. He passed away January 30 after a short battle with leukemia.

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Walmart -- coming to a field near you Continued from page 1 This highly-tuned supply chain is demanding of growers and will likely become more so as competition tightens. With Target’s entry into Canada, expect this new U.S. competitor to carry produce just as it does in CityTarget stores opening in downtown Chicago. According to a Globe and Mail story, February 19, both Walmart and Target are experimenting with smaller formats in downtown locations with a vertical strategy: Build it up and they will come.

“I don’t think it’s a matter of beating up growers,” says Carpino. “Lower costs are a result of our efficiencies in sourcing local product and saving on transport. We leave it up to our consumers to decide what they’re willing to pay.”

Several Leamington-based greenhouses are regular suppliers to Walmart’s Ontario stores including Lakeside Produce, Erie James, Mastronardi and Del Fresco. In western Canada, Alberta’s Red Hat and British Columbia’s Windset Farms supply greenhouse vegetables.

“The greenhouse category is seeing healthy increases,” says Carpino. “But there’s still lots of education of consumers. They think greenhouse vegetables are genetically modified. They’re

Jan Vander Hout is a greenhouse vegetable grower who sits on the Greenhouse Industry Advisory Committee.

municated along the chain.

“Consistency, quality and price is what our customers are looking for,” says Carpino. “It should not be a surprise what a pepper should cost.”

To harmonize some of Ontario’s greenhouse issues, a Greenhouse Industry Advisory Committee was convened more than a year ago under the auspices of the Ontario Farm Products Marketing Commission.

The 12-member committee meets several times a year, comprised of growers, marketers and grocers, including Walmart’s Carpino as well as buyers from Longo’s, Sobeys, Loblaw and Metro.

Along with produce handling and environmental sustainability, traceability is on the radar to expedite pulling product in case of a recall. “We’ve made good strides,” says Carpino. “We’re almost there.”

“It’s an open forum between the value chain,” says Jan Vander Hout, a grower representative to the group.“We’re not making decisions in isolation and we want to ensure flow of product.”

Save money. Live better. Will this tag line hold true as Walmart’s supply chain works with the growers’ value chain? Only time will tell.

By the numbers

confused between hothouse, greenhouse and hydroponic.

They’re not really sure what grows in a greenhouse.”

While the category is growing in volume, Walmart is careful about not offering too many innovative products outside the comfort zone of its customers. In terms of its profile for produce customers, Carpino says Walmart is somewhere between a No Frills on price and Loblaw on variety and quality. “Baby eggplants, yes,” says Carpino. “But we need to be careful that we don’t offer everything under the sun.”

That said, Walmart Canada

works with an internal team on matching produce with the demographics of each store. For example, stores in Asian communities would be shipped larger quantities of Fuji apples. As part of its pledge to buy local, they have also committed to carry a wider selection of regionallygrown ethnic produce.

Walmart’s conservative product range might not offer every innovation that the greenhouse industry is known for – Stramato tomatoes or mini-peppers. But if Walmart consumers said they wanted a certain colour of pepper, then that request would be com-

BIOTECHNOLOGY

CONSTRUCTION

PACKAGING

NUTRITION

SEEDS

GM potato in Germany, Sweden

Greenhouses expand in Mexico

Food preservation at Fruit Logistica, Berlin

U.S. advises half a plate fruits/veggies

Syngenta plans merger

BASF plans to grow a type of potato with genetically-modified organisms (GMOs) in Germany and Sweden in 2011. Two hectares of the GMO potato Amflora will be cultivated in Germany and 15 hectares in Sweden.

No cultivation is planned for the Czech Republic where the potato was planted in 2010.

Amflora is used for industrial starch production, not food, and has been approved as safe for commercial production by the European Union. Most Swedish plantings will be for seeds for cultivation in 2012, BASF says.

According to BASF’s corporate website, potato starch is already used in many technical applications such as paper manufacturing and paper coating. - Reuters

Dutch greenhouse builder Verbakel-Bomkas is starting up construction for another large greenhouse project in the northern part of Mexico. Foundations have commenced for a 10-hectare greenhouse facility in the state of Nuevo León. The greenhouse expansion is designed to grow tomatoes. The construction process will be divided into two phases of five hectares each.

Verbakel-Bomkas is starting its third large-scale greenhouse project in Mexico within one year. In 2010, a 10-hectare project for bell pepper production was completed for Vallealto Produce with an extended aluminum gutter and roof system. Recently, work started for the six-hectare expansion of Finka in Agropark, Querétaro.

- FreshPlaza.com

U.K.-based Food Freshness Technology Ltd (FFT) has unveiled patented technologies, such as e+ ethylene remover and Natralife certified organic emulsion. They can reduce premature spoilage and increase profitability, while offering significant environmental benefits over existing ethylene and moisture management technologies. Discussions are underway with Canadian growers and retailers says Simon Lee, director, marketing and strategic development. The company attended the recent Fruit Logistica which hosted 54,000 attendees from 125 countries.

– FreshPlaza.com

With the release of the 2010 Dietary Guidelines for Americans, the United Fresh Produce Association is cheering the new consumer message to “make half your plate fruits and vegetables.”

The Dietary Guidelines have long recommended that Americans consume more healthy foods like fruits and vegetables, but the “make half your plate fruits and vegetables” message is the strongest and most compelling message to ever come out of Department of Agriculture and Department of Health and Human Services about fruits and vegetables. The “half a plate” visual lets Americans know exactly how to picture the amount of fruits and vegetables they should eat at every meal. – United Fresh Produce Association

Agribusiness giant Syngenta plans to merge its seeds and crop protection businesses by end of 2012. The Swiss company announced its reorganization plan February 16 in conjunction with reporting full year 2010 results that exceeded analysts' expectations.

Syngenta expects to eventually realize $650 million in annual savings by combining the seeds and crop protection businesses, including $500 million from more efficient procurement.

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➢Walmart operates 325 stores in Canada of which 124 are supercentres (January 31, 2011) ➢ Walmart Canada serves more than one million customers each day ➢ Walmart’s goal is to offer customers 100 per cent locally grown produce in season for crops like strawberries and apples. ➢ Walmart is Canada’s third-largest employer with 80,000 associates ➢ Walmart is the largest grocery retailer in the United States with 51 per cent of its 2009 sales (US $258 billion) derived from groceries.

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PAGE 4 –– MARCH 2011 THE GROWER

How to leverage the high Canadian dollar and low interest rates KAREN DAVIDSON Don’t be lulled by unusually low interest rates, says Douglas Porter, Bank of Montreal’s deputy chief economist, who gave his economic forecast to the recent meeting of the Ontario Processing Vegetable Growers (OPVG).

“These are at emergency low levels,” says Porter “but to be honest the Bank of Canada would be more comfortable at four per cent. The policymakers can’t let these rates sit this low for too long, without risking inflation and speculation in commodities.”

How can interest rates rise given the U.S. current fiscal deficit and accumulated debt?

The economic growth figures are looking more positive south of the border lending some credence to Porter’s forecast of slowly rising interest rates. All of the toxic debt related to mortgages is quantified and working through the system. By no means is the housing crisis put to bed, but most losses are known.

“I don’t expect any interest rate increases for the first half of 2011, but I would anticipate hikes after that,” says Porter. “It won’t be pain-free.” (see slide Interest Rates: Slow Rise) The global recovery relies, in large part, on emerging countries.

In 2010, China was head of the pack with 9.8 per cent gross domestic product (GDP), India at 8.9 per cent and Brazil at 6.7 per cent. China’s growing clout begs the question of whether its yuan will become a global currency.

Porter forecasts a slow evolution over decades because the euro and the yen are not strong enough to be alternatives to the American dollar. So don’t close your U.S. bank account just yet.

Canada’s largest trading partner – certainly a big market for greenhouse vegetables – is forecast to have GDP growth of 3.2 per cent in 2011 and 3.0 per cent in 2012. Porter points out that the American numbers are more robust than Canadian GDP forecasts at 2.7 per cent in 2011 and

2.6 per cent in 2012.

This modest growth gives some comfort to at least five provincial premiers who are facing elections this year: Ontario, Saskatchewan, Manitoba, Newfoundland and Prince Edward Island. Ontario, however, faces the biggest deficit of any province – a fact that pressures agriculture’s lobbyists. (see slide Provincial Deficits) Coupled with the fiscal pump that will be turned off with the federal March 22 budget, Porter expects a tight rein on all government program spending.

Agriculture’s competitiveness crunch comes with inflationary drivers such as municipal taxes (see slide Inflation and Deflation) and energy inputs such as gas, electricity and water. What will bankers be looking for in business plans? Use the buying power of the Canadian dollar to purchase technology and labour-saving equipment.

Phil Richards, chair, OPVG, agrees with Porter’s assessment of slowly rising interest rates.

“But I would want to keep a close eye on the rates,” he says. “I fear that too many of agriculture’s mortgages are floating at prime and aren’t locked in. If that rate doubles in 12 months, as it did the 1980s, then there’s trouble.”

Bolstering Richards’ concerns are figures from Farm Credit Corporation (FCC). Approximately 80 per cent of new FCC loans in the past year were floating rate according to Don Stevens, FCC Vice-President and Treasurer. He adds that about two-thirds of the entire FCC portfolio is floating.

Bruce Shackleton, vice-chair, OPVG, says, “The good news is that interest rates are not predicted to go up quickly or extremely.

That means a lot to a capitalintensive industry like agriculture.”

Another bellwether of the rural economy is Deere & Co. The world’s largest maker of agricultural equipment, reports that in its first fiscal quarter ending January 31, net income more than doubled thanks to growing sales of farm

Charts courtesy of Bank of Montreal

machinery in the United States and Canada.

Here’s a taste of micro-economics. For those growing green peas, the February 17 settlement

with Bonduelle sets the stage for the processing sector. All prices will be increased by 32 per cent.

One settlement does not a trend make, but Ontario growers are

optimistic that rising commodity prices will pressure all processors to ‘buy’ acres to prevent switches to corn and soy.

MARCH 2011 –– PAGE 5 THE GROWER

Greenhouse industry expands by five per cent New varieties grow the category KAREN DAVIDSON With a rainbow of new products on offer, Ontario’s 224 greenhouse vegetable operators show no signs of losing steam.

Bullish on future markets in the United States, they expanded by 95 acres last year, bringing total acreage to 1,919.

With most Ontario production centred in Leamington – a short trailer ride from the busiest

varieties and intellectual properties. “(Red Zoo) was the first company to introduce baby seedless cucumbers which continues to have significant consumer popularity,” says Peter Quiring, owner of Nature Fresh Farms.

“Their push with bringing better tasting tomato varieties by way of significant brand recognition and consumer level promotion on the packaging or couponing was way

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Peppers = 32% Cucumbers = 27% of all Ontario production

COMING MARCH 2011 Space is limited

border crossing in Canada – growers are betting that a future bridge to be doubletracked across the Detroit River will aid timely deliveries to the United States.

Currently 70 per cent of production goes to the top 10 destinations: Michigan, New York, Massachusetts, Florida, Pennsylvania, New Jersey, Illinois, Ohio, North Carolina and Maryland. Any risk of a thickening of the border is worth taking for the rising consumer demand for safe, naturally-grown produce.

The strong Canadian dollar, running above par for a good part of early 2011, is also shrugged off for the gleam of U.S. sales.

Nature Fresh Farms, for example, is adding 32 acres of specialty products such as baby eggplant, Amorosa cocktail tomatoes and GrapeRoma baby roma tomatoes by early summer. These were acquired from Red Zoo Marketing Brands in a deal earlier this year that included proprietary

out in front of the industry.”

Other product launches include Mastronardi Produce with Minzano tomatoes, a mini San Marzino-type tomato and Zima, a very sweet snacking tomato.

The greenhouse vegetable industry has come a long way in the last decade when a tomato was a tomato. Now there are numerous specialty tomatoes (e.g.

Rubies, Stramato), three kinds of eggplant, multi-coloured peppers and the prediction that minicucumbers may, one day, outsell English cucumbers. These seed innovations have succeeded, not just because of customer acceptance, but due to advancements in greenhouse construction technology. Glass greenhouses with better heating systems, environmental controls and water recycling have made the economics possible. Watch for another round of growth in 2011 and anticipate farmgate value to top $600 million.

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PAGE 6 –– MARCH 2011 THE GROWER

Syngenta Grower University: learnings are incremental KAREN DAVIDSON It’s easy to like a potato farmer with a dog named Spud. Jamie Lundy shared that biographical detail with his colleagues at the recent Syngenta Grower University.

What does that name say? Even the family dog is committed to the 1200-acre, processed potato business near Alliston, Ontario.

The dog’s name is a memorable anecdote that speaks to service. And when you’re in the business of contracting your year’s production to a single broker such as W.D. Potato, it pays to communicate that service and quality are paramount.

Lundy knows all these lessons in abundance as a third-generation farmer with a farm history that goes back to 1948.

Even with all those weather years of experience, he also believes that refresher courses can stimulate new thinking. He was fortunate to attend Syngenta’s Grower University back in 2006, an invitationonly, three-day course held at the Richard Ivy School of Business at the University of Western Ontario. The rigorous course – from 8 am to 9 pm every day – has been so successful that a master class was held in January 2011. Graduates of previous years, a pan-Canadian group of 40 farmers paid for a strategic planning tune-up.

Called “Beyond Business Foundations,” the course consists of four major themes: leading and managing people, looking at how the global economy affects individual farm strategy, making financial decisions and lastly, analysis and action. It’s a program that appeals to university-educated Canadian farmers managing large tracts of

In the mode of continuous improvement, Jamie Lundy says, “The better we treat the potato, the better the potato treats us.” land and even larger payrolls. No one doubts the agronomy skills of these farmers, but the course enhances soft skills such as employee communications and banker negotiations.

“The expansion of the Grower University program is a testament to the importance and relevance of business theory to the long-term viability and sustainability of the farm,” says Don Barclay, Eminent Teaching Professor Emeritus at The Richard Ivey School of Business and cocreator of the Grower University Program.

“With the globalization of farming, unprecedented market volatility, financial instability and an impending world food shortage, it’s never been more important to apply strategic planning and risk management techniques to farming operations in order to capitalize on the tremendous opportunities available to today’s visionary and business-oriented farmers. It’s gratifying that so many farmers recognize this

Speak with your local Bartlett Rep to find out how you can run a more efficient farm this spring, using our European-designed Mowers and Blossom Thinners

need, which is why the Syngenta Grower U and Grower U II programs prove so popular.”

For Lundy, the 2006 course was all about setting short-term operational goals – improving relationships with employees, creating more value for the customer. That approach has been successful in terms of shifting more responsibility to a harvesttime peak of 30 employees and rewarding them with bonus packages based on personal performance. Quality has improved by modifying harvesting equipment for fewer bruised potatoes and shortening the harvest window. With more frequent communication with the broker’s agronomist, the Lundy’s now grow specified varieties with year-round monitoring for the best chips possible.

“We are constantly tweaking things,” says Lundy. “If you go to the Syngenta Grower University looking to make largescale changes, that’s truly not the case. It’s

more about making incremental changes.”

For instance, Lundy met a Prince Edward Island potato grower in the 2006 class and has kept up the dialogue ever since. With each weekly phone call, it’s like drawing a knife over a whetstone, keeping it sharp.

The 2011 class was a slightly different exercise for Lundy. “Networking is definitely a key element, but for me it was long-term planning for the next three to five years.”

Lundy expects more changes, more consolidation in the industry. So he’s looking for sustainability by minimizing risk. That means sharing the processor’s vision of reducing the global footprint, growing new and improved varieties to meet consumer demand. With regular “summit” meetings with the processor, he understands what’s needed to provide a better finished product, and how to improve handling and storage of potatoes. “If necessary, how can our operation be viable in global markets and how can I keep modern without ridiculous long-term debt,” he asks himself.

One of his prairie classmates has actually worked out a five-year vision plan with his marketer to remove some of the uncertainty. Now that’s proactive planning.

Since returning home, Lundy has shared the Syngenta Grower University experience at formal family meetings. “It’s been an opportunity to clear the air, delegate responsibilities and remove the assumptions, “ says Lundy. “For farmers, the communication skills can be difficult. But the course has taught me how to phrase things from a different point of view. It’s all positive.”

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MARCH 2011 –– PAGE 7 THE GROWER

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Consider activism as part of business plan

BRIAN GILROY CHAIR, OFVGA

It has been about six weeks since our annual general meeting (AGM) and the 2011 OFVGA Board has had its first meeting.

The Board Briefs are available elsewhere in this issue and I encourage you to give them a read, when you have the time. A number of action items were identified in our first meeting, including an opportunity for our member organizations to prioritize the issues facing their sector. With this information, lobby strategies will be finetuned to maximize effectiveness. One of the other major items emerging from the meeting was a

unanimous commitment to work together for the betterment of horticulture. I feel the Board is off to an excellent start and I want to thank you for the opportunity to serve as the chair for another year.

The learning curve continues as I am exposed to a wealth of information about an incredible number of topics.

At the AGM dinner our guest speaker, Bruce Vincent, a logger from Libby, Montana spoke very passionately about how policy makers are moving to save the environment. Unfortunately these policies often put the rural way of

life in jeopardy. Bruce talked to us about the need to illuminate the truth about how farming, logging and a number of other rural activities are the Green Choice. With the best practices that these industries have developed, we are the safest, most environmentally friendly, sustainable use of the vast rural landscape. He was very clear that democracy works but it is not a spectator sport and to influence policy we need to be involved and help lead the changes. It was his recommendation that every farm organization needs to include activism in their

business plan. We need to advocate for the important role that agriculture plays in the rural way of life, to society as a whole and how we are focused on sustainable agricultural practices.

Till next time.

enjoy the snacks so much that school attendance is higher on the days the snacks are served. We are also told that the parents of the kids enjoying the program pack more fruit and vegetables in the lunch containers of the kids.

This program however is about more than fruit and vegetables; it is about the health of the children and in particular improving their health through better nutrition.

It has long been recognized that we are what we eat and if we are going to coral the everincreasing health care budget then we must make major changes in the types of food and drink that we consume. If we don’t, diabetes and other obesity-related diseases will most certainly take a huge toll on our population and our health care system.

There is no better place to make those changes than with the

young. Exposure to these wholesome nutritious foods is absolutely paramount if this is going to happen.

As an organization we are trying to get this program expanded across all of Ontario. In fact it should be across all of Canada but a shortage of dollars at government levels seems to be stalling this out.

Unfortunately we lag behind many other developed nations and jurisdictions when it comes to children’s health and nutrition.

Our obesity rates bear proof of that.

Ample exercise and good nutrition are essential for good health. Our children need to be more active. They need greater exposure to and a diet higher in fruits and vegetables and other healthy alternatives.

We all need to eat . . . we must

learn to eat better.

Showing through example is a great teaching aid and for this to happen our education system needs to get on board and our governments and health system need to make it a priority.

Since our involvement over the past five years, about 80 per cent of what has gone into the school snack program has been grown and produced here in Ontario. Considering our northern location and seasonality of much of what we grow this percentage is an amazing number.

If the government will commit to expanding this program across Ontario we can all make a significant difference to our children’s health, our health care system and the future of Ontario.

For what it’s worth, it’s the way I see it.

and companion programs such as Self-Directed Risk Management (SDRM). Notice, I said had!

So, where are we now? There seems to be agreement (although not universal) that the current suite of programs, isn’t working.

I said “not universal” because there are growers who find the current programming supportive in their particular circumstances.

For most of those who claim the programs aren’t working, they have seen their reference margins gradually erode over time, for reasons beyond their control, to the point where they have little or no margin left. Yet, all these growers are eligible for is AgriInvest (maximum $22,500) and although appreciated, it won’t keep many commercial farmers in business.

There are always winners and losers whenever programs are changed and there will always be politics that determine that change (grower politics as well and government politics).

So, here we go again! The Growing Forward Agreement expires in March 2013 and discussions are underway on the design of the next generation of programming.

The good news is that the Ontario Government has now accepted that “one size does NOT fit all.” They have consulted with their farmers and farmers have submitted well designed and well thought out proposals which recognize the unique realities of the various sectors. First, keep the current suite of programs (with some fine tuning) and then intro-

duce companion programs which include a Risk Management Program (RMP) for G&O and a SDRM(Like) Program for the Horticultural Sector. The second option would be for the feds to provide each province with a prorate share of the funding so that they can offer programs that best fit the needs of their farmers.

The challenge will be for Ontario to convince the Federal Government that our strategy is sound and for Ontario farmers to convince their provincial counterparts to join the lobby for their acceptance and introduction.

Bring back NISA – Life was so much simpler then!

When will the value be recognized?

ART SMITH CEO, OFVGA Five years ago, as a result of Ontario’s chief medical officer’s report on childhood obesity, the Government of Ontario asked us to develop a plan that would put fresh fruit and vegetables in a number of northern Ontario schools. We developed the plan

that was accepted by the Ministry of Health Promotions and later that year we started what is known as the pilot Northern Ontario School Snack Program.

In year one, working with the local health units in the TimminsCochrane area, we were in 24 different schools serving snacks to 5,000 kids and all this on a budget for food and delivery of half a million dollars. In year two, that budget increased to $900,000 and was expanded to the Algoma district as well.

Unfortunately there has been no budgetary expansion since then.

The project, from the viewpoints of all those involved, has been a great success yet we have been unable to grow the monetary value of the program since 2007.

We have been told that the kids love the program; that they

Safety nets – what to do?

ADRIAN HUISMAN ONTARIO TENDER FRUIT PRODUCERS It wasn’t that many years ago when you discussed safety net programs with farmers they would say “I want to make my living from the market place – I

don’t want welfare.” But, life was simpler then - we had a 65¢ dollar, tariff protection, lower input costs (especially labour), less government regulation and retail consolidation was only just being talked about. Yes, life was simpler then. Not any more!

Farming is different now!

There are just too many things that are out of the farmers’ control and there is no level playing field despite what was intended when Free Trade was introduced.

Governments recognized that farm stabilization programs were necessary and they consulted with producers on their design. We had FSAM, NISA, CAIS and now a suite of programs AgriInvest, AgriStability, AgriRecovery and Agri(Crop)Insurance. In addition, we had several ad hoc payments

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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

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

MARCH 2011 –– PAGE 9 THE GROWER

Foodland Ontario logo gives produce credibility and respect

OWEN ROBERTS UNIVERSITY OF GUELPH When it comes to fruit and vegetables, judging the proverbial book by its cover is poor practice.

Appearance is highly subjective, and it may not equate whatsoever to quality. What looks stellar on the outside could be inferior on the inside.

And unfortunately, consumers don’t know it until they take the first bite, after purchase. They don’t get a test drive, a taste test, a blind date, nothing.

The stigma around sampling food in the grocery store before you buy it is significant. Grocery stores are one of the few places left in society where you can’t “try it on,” so to speak, before laying down your plastic or cash.

Look and touch, but don’t taste.

It’s kind of like buying a sound system without hearing it. Crazy.

All this puts buying power in the hands of marketers instead of consumers. They’re the ones in the position of pushing our buy buttons, telling us why we’ll like something, instead of us deciding on our own, perhaps by sampling.

I suspect there’s good reason why stores don’t offer more samples, and why we as consumers are reluctant to ask. You can envision a scenario where people (not necessarily shoppers) would cruise through the aisles filling up on samples, perhaps not even buying what they came for.

I don’t know exactly how to police this. It seems to work at farmers’ markets, where samples are often given freely and generously. I know that because of sheer volume grocery stores would face a much bigger challenge. Still, I think they’d win more customers if people could actually taste food there.

But taste aside, appearance counts for something too. And that includes logos. Consumers gain confidence in a product if they trust its logo. They identify it with a brand. Certain logos signal trust and quality, and prompt consumers to get out their wallets, in the same way wise wine aficionados in Canada flock to the Vintners’ Quality Alliance logo.

They know the VQA logo means the contents aren’t swill.

But what logos work in fruit and vegetables? Because of quality variation and supply issues, branding produce can be difficult. Given that challenge, which logos give consumers confidence that what they’re buying will taste good when they get it home?

New research based out of the Vineland Research and Innovation Centre shows the time-tested and popular Foodland Ontario logo, in existence since the late 1970s, has the largest influence on fruit and vegetable purchases, and on consumers’ willingness to pay for them.

Its biggest impact was on women buyers, who constitute the majority of food shoppers. And while the logo may not fetch a premium for producers, it does indeed influence consumers’ buying decisions and keep them shopping domestically, rather than for imports.

What a boon to Ontario’s fruit and vegetable growers. The easiest brand to rally around is also the most popular.

Isabelle Lesschaeve, director of research for the Vineland centre and Howard Moskowitz and Stephen Onufrey, marketing gurus in New York, did the work, along with research scientist Benjamin Campbell and postdoctoral fellow Amy Bowen. It was published in the scientific journal HortScience in the fall, and is just now filtering into the industry.

The take-away message from

this research, which was funded by the Ontario Ministry of Agriculture Food and Rural Affairs, is that the information about credible logos can be used by the industry to increase fruit and vegetable consumption, and improve society’s overall health.

Who can argue with that?

That’s the kind of research farmers need to make management decisions. When it comes to marketing, Foodland Ontario looks like a winner.

Photo by Denis Cahill.

CALL FOR NOMINATIONS The Agricultural Management Institute (AMI) is seeking nominations for outstanding individuals to join the current AMI Board of Directors. AMI is a unique farmer and agricultural industry led organization that supports a vision of prosperous farms through business management practices, cooperation and innovation.

Board members should have an understanding of the Ontario agri-food industry. More importantly, they should be innovative, be able to see beyond traditional boundaries of farm business management, and have an understanding of business management and business development best practices.

To learn more about AMI and to download the Nomination Form, visit www.TakeANewApproach.ca .

Nominations will be accepted until March 18th, 2011 and can be forwarded in confidence to: AMI Board of Directors , Executive Committee c/o Ryan Koeslag, Executive Director 200-120 Research Lane , Guelph, Ontario N1G 0B4 Email: rkoeslag@takeanewapproach.ca Fax: 519-821-7361 The Agricultural Management Institute is part of the Best Practices Suite of programs for Growing Forward, a federal-provincial-territorial initiative.

PAGE 10 –– MARCH 2011 THE GROWER

LETTERS TO THE EDITOR

Ring in the year of the rabbit . . . an intrepid traveler ’s response Karen Davidson’s February column, “Ring in the year of the rabbit” contained a brilliant quote from writer Martin Jacques book “When China Rules the World.”

In it, Jacques states that “China is a civilization state.” I happen to agree with Jacques. China’s history stretches back at least five thousand years, and it has remained a remarkably heterogeneous culture even up to the present day. This has interesting consequences for outsiders, particularly those who wish to conduct business in China.

Generally speaking, when one arrives in Beijing there are not as many westerners as one might imagine. It is surprising given the size of the city (about 22 million at last count) and its now definite importance in global trade. The Chinese consider Beijing to be very metropolitan, but by the standards of a city like Toronto or most other western capital cities it appears quite demographically uniform. The physical city itself is divided into seven great

concentric rings. Westerners tend to concentrate in the very centre of the city which contains seats of power for domestic and international corporations as well as the government. The number of westerners decays asymptotically as one travels toward the outer fringes of the city. Outside of the protected inner circle one is greeted with a certain curiosity which makes itself evident on the faces of strangers. When venturing beyond Beijing and into the southern parts of the country where agriculture is dominant, looks of curiosity can turn into stares. Somewhere in the province of Yunnan while I was waiting for a bus, a woman three feet away from me took out her camera and snapped a picture of my face while giggling. I wasn’t offended.

One of the chief differences between Chinese and western culture is the admiration for elders. In business one should usually address the oldest member of the group first.

It is also necessary when courting business in China to engage in social activities, which (not unlike our own traditions) typically involve food and the generous consumption of alcohol. As a guest, protocol is generally opposite to the ways of the west.

If one is going out on the town and taking older people or businessmen along, it is expected that you will pay. At first this can be off putting if one is not familiar with the culture, but once recognized provides an opportunity to impress potential clients.

Food is a matter of great pride for the Chinese and they will delight in taking you around to sample the various cuisines that China has to offer. Peking duck is a traditional favourite and in the author’s opinion is one of the most enjoyable. Whichever style of food you choose to consume in China you must master the use of chopsticks. It is a point which really cannot be stressed enough.

Except for the rare American fast food restaurant, you will not

easily find western style cutlery.

Think of it as an opportunity to showcase your skills and respect for the Chinese culture. The ability to competently use chopsticks will garner you as much respect as being able to speak simple Chinese phrases. If you’re going to China, it’s worth your time.

If you want to do business in China you must first learn the subtleties of the local customs and market. By far the easiest way to accomplish this is to have a Chinese guide lead you through the cultural nuances you will be forced to navigate. China is a very ancient civilization and some of its most cherished beliefs will seem to westerners a touch odd, but being respectful of them will award one a level of social acceptance necessary to conduct successful business.

Unlike bustling Beijing, rural China is still relatively quaint.

The great economic miracle has largely been concentrated to urban areas, and demographic

shifts within China tend to support this notion. Farming is mostly limited to smaller plots of land and mechanization is still minimal. This is not because the Chinese lack the capital, but because the landscape has been fractured over thousands of years into family owned farming plots too small to accommodate most modern machinery. It remains to be seen what creative advancements the Chinese will make in agriculture over the next century, but their impressive record of innovation over the centuries bodes well for the future of this sector!

In March I head back to the great civilization state, this time hoping that perhaps I will understand my generous hosts just a little bit better than the first time . . .

Adam Dick Chatham, Ontario

A conversation about our food and farming future LILIAN SCHAER, AGCARE Few relationships are more personal than the one we have with our food. We trust that what we eat will sustain us, nourish us and help keep us healthy.

In Canada, public trust in our food supply is high, a fact that’s been proven repeatedly in studies carried out by Ipsos Reid for AGCare and the Ontario Farm Animal Council (OFAC). But as increasingly fewer Canadians know how food is produced and where it comes from, and special interest groups are using fear to push their agendas with retailers, government and media, those numbers won’t stay high forever.

This means farmers need to become involved in the discussion about the future of farming and food production that is good for people, animals and the

planet. Two food industry experts will discuss the whys and hows of building trust in Canada’s food system at the upcoming AGCare and OFAC annual meeting and speakers’ program.

Stop defending and start winning Charlie Arnot, head of the Centre for Integrity in the U.S., will provide hints and tips on how to change gears from protecting the status quo to building trust for modern Canadian agriculture in a morning session called “Stop Defending and Start Winning.”

In a separate keynote address in the afternoon, Arnot will talk about our complicated relationship with “big food” – why we love to hate the large food conglomerates that both dominate our store shelves and have the power to drive meaningful change.

Arnot is a thought-provoking leader who speaks internationally

about food, farming and sustainability. The Center for Food Integrity, based in Kansas City, is a not-for-profit organization focused on building consumer trust and confidence in the contemporary U.S. food system, with many state and national farm groups, agriculture and food industry members.

and agriculture is often not part of the decision-making process or discussion.

Consultant Paul Hodgman will be speaking about a new project now underway to build linkages between the food industry and agriculture to bridge that gap between the realities on the farm and major food buying decisions.

Making ready for the phantom menace Retailers and food companies are a key target for special interest groups, such as environmentalists and animal activists who are opposed to many modern farm practices. Companies are pressured to make changes to their business practices through a variety of methods, from polite and businesslike approaches to brand attacks and illegal and threatening actions. These kinds of pressure campaigns are intended to force retailers to adopt the activists’ demands –

What are we doing to ensure trust in food and farming here in Ontario?

You’ll also hear updates on several new initiatives happening right here at home. For example, a new charity was launched last fall: the Farm Care Foundation.

This newly registered charity will

focus on building public trust and confidence in food and farming, through provincial, regional and national agri-food awareness opportunities.

Meeting details The AGCare-OFAC annual meeting will be held at a new location this year, the Victoria East Golf Course in Guelph, on Tuesday, April 5 starting at 8:30 a.m. Early bird tickets are available for $75 each until March 22 and $100 following that date.

Registration and full agenda details are available online at www.ofac.org or by calling the AGCare-OFAC office at 519837-1326.

The 60th Annual Muck Vegetable Conference Holy Martyrs of Japan Parish Centre 167 Essa Street Bradford, Ontario

SUPERIOR SEEDS, SUPERIOR SERVICE Michel Gratton

Yvon Riendeau

Yves Thibault, agr.

Warren Peacock

Montreal Area, Quebec

Montreal Area, Quebec

Ontario

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Central and Eastern Quebec and Atlantic Provinces

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March 30 & 31, 2011

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MARCH 2011 –– PAGE 11 THE GROWER

Board briefs Following are highlights from the OFVGA board meeting held February 10, 2011. The purpose of this brief is to keep you up to date on the issues that the OFVGA is working on, as well as projects and initiatives the organization is involved in.

Chair Brian Gilroy, have been meeting with Ontario Agriculture Minister Carol Mitchell to push for business risk management programs for Ontario non-supply managed commodity groups.

New board members

Property section chair Dave Lambert and OFVGA chair Brian Gilroy attended a water innovation forum in London. Very few farmers were in attendance.

Gilroy reported it is critical for farmers to be involved in water policy setting, particularly as water demand and regulations increase. Water use and management is a societal issue, not just one for agriculture, and OFVGA believes that proper funding is necessary to support farmers in meeting government regulations related to water.

Four new directors assumed their positions on the OFVGA board: Fred Meyers (tender fruit), Jan Vander Hout and Don Taylor (greenhouse vegetables) and Mary Shabatura (fresh vegetables – other). They were elected to the Board at the OFVGA annual meeting held in Niagara Falls in January. Board members reviewed the organization’s orientation binder, including roles and responsibilities, policies and codes of conduct.

Vice chair and management committee elections Mac James was re-elected to his second one-year term as Vice Chair of the OFVGA. Ray Duc, Norm Charbonneau, Mac James, Jason Ryder were elected to serve on the organization’s Management Committee, joining Chair Brian Gilroy who is automatically appointed to the committee.

Board meeting dates for 2011: March 24, April 21, June 16, July 21, August 24-25, October 13, November 17, December 15 OFVGA appoints committee representatives • AGCare – Ray Duc • Agricultural Adaptation Council – Jim Rickard, Ed Dehooghe Canadian Horticultural Council Charles Stevens (Finance Committee), Murray Porteous (Executive), Brian Gilroy (Ontario representative) • Canadian Federation of Agriculture – Brian Gilroy, Mark Wales, Ken Forth • Canadian Produce Marketing Association – Brian Gilroy, Art Smith • Erie Agri-Food Innovations – Harold Schooley, one director to be named • FFV Tel – Art Smith • Farm Safety Association – Norm Charbonneau, David Lambert • FARMS – Tony Cervini, John Ardiel, Trevor Falk, Tom Meidema, Ken Forth • Guelph Food Technology Centre – Harold Schooley • Horticultural Value Chain Round Table – Brian Gilroy, George Gilvesy • Labour Regional Representatives - Ken Forth, Tony Cervini, Hector Delanghe, Steve Versteegh, John Ardiel • Labour Issues Coordinating Committee – Ken Forth, Hector Delanghe • Ontario Agri-Food Technologies – Harold Schooley • Ontario Agricultural Commodity Council – Mark Wales, Brian

Property

Gilroy, Art Smith • Ontario Federation of Agriculture – Brian Gilroy, David Lambert • OMAFRA Research Advisory Network/Theme Advisory Group, Plants – Harold Schooley • Royal Agricultural Winter Fair – Brian Gilroy • National Safety Nets Representative – Mark Wales • Canadian Horticultural Council Science Advisory Committee – Brian Gilroy, Harold Schooley • Vineland Research and Innovation Centre Stakeholders Advisory Committee – Harold Schooley

Work is underway to update the OFVGA lobbying strategy.

OFVGA member groups are asked to provide their suggestions for the key issues they would like to see represented in the strategy.

Areas of concern that have been raised to date include property tax assessment for farms, development of a PACA-like trust to protect Canadian growers against slow-paying or non-paying buyers of produce, long term and short term goals for safety nets, expanding the northern school fruit and vegetable snack program across Ontario, future policy setting for water and ensuring the sector’s research needs are being met.

of container and association membership fees collected during 2010.

In order to access dollars in this fund, provincial sector groups must submit a letter of intent to the OFVGA identifying the project the funds will be used for.

Leveraging those dollars to obtain additional funding through the Agricultural Adaptation Council or other granting bodies is encouraged. Retroactivity is permitted for research and promotion projects completed in 2010. Eligible sector groups include Ontario Greenhouse Vegetable Growers, Ontario Apple Growers, Fresh Vegetable Growers of Ontario, Ontario Potato Board, Ontario Tender Fruit Producers Marketing Board, Ontario Berry Growers Association, Ontario Fresh Grape Growers Marketing Board, Ontario Asparagus Growers Marketing Board, Ontario Ginseng Growers Association and Grape Growers of Ontario.

Research and promotion funds available by sector: Greenhouse - $127,800.00 Apples - $15,390.00 Unregulated veg - $72,150.00 Potatoes - $24,600.00 Tenderfruit - $39,390.00 Berries - $6,000.00 Fresh Grapes - $4,140.00 Asparagus - $2,010.00 Ginseng - $3,660.00 Grapes - $4,860.00

Board governance training

Annual General Meeting 2012

The Board agreed to participate in a one-day governance training workshop with Strive on March 16. The purpose is to provide board members with some background in governance issues to assist the OFVGA in working towards continuing improvement of processes.

The 2012 OFVGA annual meeting will be held January 9 – 11, 2012 in Niagara Falls. The first meeting of the 2012 Board of Directors will take place immediately after the annual meeting on January 11. It will be a short meeting to deal with any pressing issues and to elect the Management Committee and Vice Chair.

Lobby strategy priority setting

mer board meeting on August 25.

Safety nets The Safety Nets committee will be meeting February 18. Section chair Mark Wales reported that the committee will be finalizing the outline of an infrastructure program proposal for horticulture, which will be brought forward to the Growing Forward II consultations. The proposal is based on the former BILD program that was available in the 1980s, and recommends funding of $100 million per year for five years available for eligible infrastructure projects in the edible horticulture sector.

Wales also reported that the fresh vegetable acreage loss program working group is hoping to be resurrected in 2011. A meeting is to be scheduled in the upcoming months.

Federal, provincial and territorial ministers of agriculture met in Toronto on February 11.

Farm leaders, including OFVGA

Crop protection Section chair Charles Stevens reported that growers can now apply online for import certificates under the Grower Requested Own Use (GROU) program. GROU allows farmers to import identical but lower priced crop protection products from the United States, provided the products have been approved for the program. Currently 27 products are available to growers under the program.

Stevens also reported that production of the insecticide Endosulfan will cease by December 31, 2014 and sales of the product in Canada will end by December 31, 2015. Growers will not be allowed to use the product after December 31, 2016.

Continued on next page

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Research and promotion fund Summer tour and barbecue At their December 2010 meeting, Board members passed a motion to establish a two year pilot program that would set aside $300,000 per year to be allocated to provincial sector groups for research and promotion. The distribution of these funds in 2011 is based on the percentage

The Board decided that the 2011 summer tour and barbecue will focused on the Norfolk region and highlight some of the work being done by the Erie Agri-Food Innovation project.

The event will take place August 24, followed by the OFVGA sum-

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PAGE 12 –– MARCH 2011 THE GROWER

A tale of two hearings TOM LEMING It has been a privilege and pleasure to have been involved not only in the establishment of the Dispute Resolution Corporation (DRC) – I was a member of the NAFTA sub-committee that performed the ground work that led to its founding over 10 years ago(happy tenth birthday DRC) but to have been an arbitrator in several cases brought before the DRC. In addition to deciding various disputes brought to the DRC by trade members, I have also presided over two such cases that required hearings. I believe that the widely different nature of those hearings can provide some guidance about what to expect and how to prepare for such arbitrations.

One hearing involved me, three witnesses, three attorneys, a court reporter, and even an interpreter. The second hearing was only attended by me and one representative from each of the parties in dispute. The first hearing involved over a million US dollars and lasted two full days.

The second involved less than

$100,000 and lasted about a halfhour. The hearings themselves could not have been more different, and can provide some valuable lessons about the “hearing” DRC arbitration process and proceedings. As a note, all disputes involving more than US$50,000 are subject to this formal procedure, unless both parties waive their right to a hearing and the arbitrator and administrator agree the issues can be presented completely without a hearing.

The purposes of an arbitration hearing, to my way of thinking, are threefold. First, the hearing allows the parties, in a controlled but relatively informal setting, to verbally provide to the arbitrator their versions of what led to the dispute. Second, the hearing allows the arbitrator to observe the demeanor of the testifying persons and make judgments about their truthfulness. Third, and most important, the hearing is primarily an opportunity to provide the arbitrator with the information he/she requires to make a fully informed ruling.

When attorneys are representing the disputing parties, you can

expect the hearing to take on a more formal aspect. A certain amount of lawyerly histrionics aside, I have found that attorneys can be very valuable when personal testimony is important to the case – in the first hearing the parties had neglected to put the terms of their million dollar deal into writing, so testimony by the contracting parties and interpretation of a long series of fax messages was very important.

The process of examination and cross-examination can greatly clarify to the arbitrator the issues and the understandings of the people directly involved. That said, when the dispute is relatively straightforward the hiring of attorneys may prove less valuable, and most certainly more expensive.

Also, when the hearing is likely to include lengthy testimony, you can expect to be testifying before a court reporter. You can also expect to jointly, or if the arbitrator so decides, solely foot the bill for this service. The reporter prepares a detailed record of the testimony for the benefit of the arbitrator, so he/she does not

have to rely on notes and recollection while preparing the decision.

Strict rules of testimony and presentation of evidence are not required in arbitration hearings, and you will probably find the DRC arbitrator quite liberal in allowing evidence and testimony into the record, making decisions about the usefulness of that evidence when he/she prepares the decision. You will also likely find the arbitrator to be an active participant in the hearing, asking questions of the parties about issues not covered by the attorneys’ questions. Attorneys, after all, can be expected to ask only those questions that they wish answered, when it may be important to the arbitrator to elicit additional information, in order to make a fully informed decision.

In the case of the half-hour hearing in which no attorneys were involved, the proceedings were much more relaxed. I had determined ahead of time that there would be little testimony, and the hearing went something like this. I opened the hearing by announcing that all evidence

previously provided in the arbitration file would be considered evidence on which I would base my decision, and asked if either party desired to present anything else.

Since neither offered additional evidence, I then gave each party the opportunity to make a statement regarding the dispute and asked if they had any questions for one another. Next I asked questions of the parties to clear up my understanding of the arguments and evidence. Finally, I gave each party the opportunity to make any last statement they wished to make, and that was it!

Naturally, the best time to get DRC disputes resolved is during the informal stages, where the DRC specialist is available to facilitate negotiations or acts as informal mediator between the disputing parties. By negotiating in good faith you can avoid the additional expense in both time and money expended in taking your dispute to a hearing.

Tom Leming has more than 30 years of experience resolving Perishable Agricultural Commodities Act disputes. He is based in SanteFe, New Mexico.

pate in the meetings if they have specific crop protection needs for their commodities.

Canadian Horticultural Council Fair and ethical trading practices: In the U.S., the Perishable Agricultural Commodities Act (PACA) licenses buyers of produce to ensure that those who sell produce receive payment for their

products and at the same time has established legislation that protects produce sellers when buyers fail to pay. The OFVGA is advocating for the establishment of a made-in-Canada PACA-like trust program that extends the same benefits to the Canadian produce industry as in the U.S. This is a serious issue facing horticulture;

it is not only important to protect Canadian growers of edible horticulture products, but also critical that we meet our trade obligations with the United States. Canadian growers selling into the U.S. are protected under PACA, but U.S. growers selling into the Canadian market do not have the same protection. The industry needs the support and willingness of the government to provide the regulatory framework necessary to make this program a reality.

board and staff representatives are involved in the initiative, which will take place in the national press gallery. Grey-Bruce-Owen Sound MP Larry Miller, chair of the federal Standing Committee on Agriculture and Agri-Food, is the sponsoring MP of the event.

The Canadian Horticultural Council is hosting a separate event to celebrate Canadian horticulture on March 10 in Ottawa in conjunction with its annual general meeting. Growers are asked to contact their MPs to encourage them to participate in both these events.

Board briefs Continued from page 11 Pesticide registration priority setting meetings will be held in Ottawa March 21 – 24. Approximately 150 participants attended last year’s meeting but only 12 were grower representatives.

Stevens encouraged growers and grower organizations to partici-

Check-off on imported food products - Laurent Pellerin, Chair of the Farm Product Council of Canada, made a presentation to CHC regarding check-off on imported products. Two decades ago, the CHC lobbied for implementation of a check-off on imported product to fund research and promotion. Regulations were brought into effect in the 1990s.

Federal agriculture minister Gerry Ritz has directed Pellerin to review these regulations to make them more workable. Under the regulations, a check-off fee, similar to what Canadian producers of a commodity pay for research and promotion, can be collected on any imported product.

Horticulture for health The “Horticulture for Health” sub-committee of the horticulture value chain round table will be hosting a reception on Parliament Hill on March 8 to encourage MP support for efforts to establish fruits and vegetables as one of the key solutions to the healthcare crisis in Canada. Several OFVGA

Targeted product development to increase competitiveness of the fruit and vegetable sector OFVGA CEO Art Smith reported that the organization has submitted a funding application to the Canadian Agricultural Adaptation Program (CAAP) for a project to help identify new ethnic vegetable crops that could potentially be grown in Ontario and Quebec. The goals of the project include identifying new products and varieties to meet the needs and demands of consumers, develop new varieties for testing, assess production and cultural issues related to the growth and sale of these new crops in Ontario and Quebec and complete consumer analysis of new varieties and packaging design options.

Research will be conducted in Ontario and Quebec in partnership with the Quebec Horticulture Council. The CAAP program in Ontario is administered by the Agricultural Adaptation Council.

MARCH 2011 –– PAGE 13 THE GROWER

FARM SAFETY

Tips on how to comply with health and safety standards KAREN DAVIDSON The Ontario Ministry of Labour has just visited your farm and three orders have been given for action. You’ve been too busy to set up regular health and safety training, there’s no safety rep appointed among your workers and yikes, where is that bulletin board when you need it. Help!

These are the most common infractions that Laurel Woodhouse hears about in emergency calls to her business. She’s a private safety consultant based in St. Catharines, Ontario who has built a reputation in the agricultural sector of the Niagara peninsula.

Besides counseling the construction industry, she’s on call for greenhouses and the tender fruit industry. Through word-of-mouth referrals, she has helped many growers comply with legislation that came into effect in 2006.

“There are so many safety issues affecting agricultural workers – crop protection products, tractors, forklifts – that we need an ongoing awareness program on each farm,” says Woodhouse.

The 2010 Ontario statistics prove her point. Last September, two Jamaican workers lost their lives attempting to fix a pump for an apple cider vat when they were overcome by gas. Almost a year ago, a Mexican worker lost a leg in a tractor accident. After mining and construction, agriculture is the third most dangerous occupation in Canada.

Here’s what Woodhouse offers when she gets that call for help.

She meets with the owners and establishes what kind of health and safety program has been in place.

“Usually, it’s very little,” she says. “So the first step is to identify a safety rep from the workers who is comfortable talking with peers and management.

Quite often, there are language barriers, so it’s essential to have a go-between.”

The next step is to set up a health and safety meeting between the owners and the safety rep to discuss a training program that fits into the farm’s schedule. Farm safety statistics show that 60 per cent of injuries result from poorly maintained equipment, so Woodhouse coordinates not only a maintenance schedule but a training schedule for tractors and forklifts.

It’s important to document when these training sessions have occurred.

Part of the safety program, Woodhouse says, is teaching the rights and responsibilities of workers. They must use protective equipment and know what to do if there is an injury. The safety rep is responsible for delivering a monthy inspection sheet to managers who are then obliged to respond.

“Farm safety and food safety are intertwined,” says Woodhouse. Posters are available in different languages urging use of hair nets and hand-washing.

These posters must be clearly visible on a bulletin board in an area frequented by workers.

After the first consultation, Woodhouse will quite often bring a safety bulletin board all set for the lunch room. It’s a tangible step towards a formalized program.

“At first, farmers were reluctant to embrace what they

STRETCHING PREVENTS INJURIES Stretches can be done at any time of the day, but they are most beneficial on warmed muscles. Make stretching part of your daily routine and stretch whenever you feel tension or pain. Don’t overextend your joints or overexert your muscles, you should feel pressure - not pain.

SHOULDERS

NECK

HANDS

BACK

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&

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STRETCHING BENEFITS

Gets oxygen and nutrients to the muscles and improves circulation.

Helps to prevent muscle strains.

Relieves muscle tension and stress.

Keeps muscle fibers healthy.

Increases the range of motion and flexibility of joints.

Removes lactic acid deposits, which can harm muscle fibers.

S T R E T C H P R O P E R LY

Stretch using a slow smooth movement.

Avoid bouncing or fast jerky motions during your stretch.

Extend the stretch only to the point of feeling mild tension.

Drawings courtesy of ERGO Inc.

Hold each stretch for a minimum of 20-30 seconds (unless otherwise stated).

Breath slowly through your nose, exhale out your mouth as you ease into each stretch.

Recommended to repeat each stretch 3-5 times.

Always stretch both sides of the body.

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Tools for farm employers Since June 2010, new legislation has underlined a zero-tolerance policy on workplace violence. An excellent, eight-page pamplet is available from www.farmsafety.ca called “What employers need to know to help.” It explains that domestic violence doesn’t stop when your worker arrives at work and how to identify behaviors of employees most at risk.

A poster on stretching gives visual cues on how to relieve stressed muscles. Both manual labourers and office staff will appreciate this reminder. Download this poster from www.farmsafety.ca

perceived as another level of government bureaucracy,” says Woodhouse. “But I sense a

change in attitude with my clients. An active health and safety program results in workers

who feel that their employers care that they go home safe at the end of the season.”

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PAGE 14 –– MARCH 2011 THE GROWER

FARM SAFETY

Six steps to build a farm safe team THERESA WHALEN Most farmers say safety is an important and essential core value in their operations. But building safety into everyday work plans for themselves, their families and employees is often a different story. Sometimes it’s tough to know the best way to pass-on the safety ethic. But it can be done in six steps.

The first step is identify work expectations. Write a work procedure for each major job on your farm. In it, describe job responsibilities and duties, giving specific performance objectives, standards or requirements for each including safety expectations. This will include describing the quantity and quality of results with emphasis given to critical behaviours.

Be sure that you and the worker each have a copy of the written job description. Use it for training and annual performance evaluations.

Second, set up to succeed.

Successful work has two primary ingredients – the right worker using the right tools. Select and place workers based on matching their capabilities and competencies with the job. Ensure they have or get proper task instructions, skill training or coaching as needed and give a full review of related policies, procedures and practices. Empower workers by giving them knowledge, responsibilities and authority to succeed at their job. This also means

ensuring they have the proper materials, equipment, resources and environment to do the job effectively and safely.

Third, monitor and measure performance. The best way to monitor and measure performance is through simple observation that concentrates on objective, measurable, job related factors such as attendance, accuracy, quantity and quality of work, safety behaviours and other performance requirements. Evaluate their work and offer both positive comments and areas where improvement is needed. Document your findings as part of your employment business records.

Fourth, provide performance feedback. Provide on-going feedback to their work in general, pointing out both problems and progress. Use facts, figures and specific incidents to discuss job performance so as to avoid getting personal. Ask questions to ensure two-way communications – as they say ‘learn to listen and listen to learn’. Strive for agreement on how the person is performing and why – and how they can improve.

Fifth, practise workplace coaching. Always set a good example as to how to do things safely. When a worker’s behaviour needs to be changed to become safer, correct the behaviour through re-instruction, reminders, reviews, refreshers and reinforcement using a mutual problem-solving approach. Base

rewards on results and performance improvements by giving immediate recognition for desired (efficient, safe, productive) behaviour. Make a habit of reinforcing positive performance to make positive performance a habit.

And finally, stimulate continual improvement. Get to know your workers and find out what motivates them. Demonstrate your concern for their health and well-being, career development, professional growth and life-long

learning. This means giving them the knowledge, tools and support to work safely.

If something goes wrong, help your workers learn from experience by tracing incidents from consequences back to basic causes. Help them enjoy a safe and productive workplace.

“Plan • Farm • Safety” is the three-year theme of the Canadian Agricultural Safety campaign, which was launched last March.

Each aspect of the theme will be promoted over the next three

years. In 2010 the campaign promoted "Plan" with safety walkabouts and planning for safety. In the second year, the focus is on "Farm" including implementation, documentation and training. In the third year, emphasis will be on "Safety" including assessment, improvement and further development of safety systems. For more information on this and other farm safety topics visit www.planfarmsafety.ca .

Theresa Whalen is a CFA Farm Safety Consultant.

Cultivating a farm safety attitude Effective ag safety practices require skill and a positive attitude. It is not enough simply to know how to do things safely – you also have to have the drive to actually do it. You have to ‘walk the talk’.

So how do you create a great safety attitude in your farm operation? Lead by example, give feedback,provide training, involve employees and offer safety incentives.

Leading by example is by far the most powerful way to establish acceptable and expected safety behaviour on your farm. If the employer makes it clear that the safe way is the only way to work on his or her farm, then employees follow suit.

Feedback involves letting the worker know how well his or her performance meets the expected

work standards – but first you must let them know what the expected standard is.

Training is an important means of influencing how people think and behave. It not only shows them how to do the job, but also establishes possible consequences of their behaviour to themselves and others. Make sure workers know how to do the whole job safely, not just the one or two steps that they did wrong.

Employee involvement in farm safety is an effective way of changing worker beliefs by increasing understanding, and offering a greater sense of support and pride in their work.

And finally, safety incentives based on things that workers have to learn, do or remember can be effective in improving farm safety behaviour. For example, a

worker could be sent for specialized safety training paid for by the farm. This will give the worker some time away from the farm routine, enhance their employable job skills, and make them a more capable and valuable employee on the farm. It is important to remember that rewards should be based on correct actions rather than based on not having incidents, because that could discourage accident reporting.

By getting to know your workers and what is important to them, you will learn the best way to encourage and motivate them into becoming more safety conscious on your farm. For more information on this and other farm safety topics visit www.planfarmsafety.ca.

MARCH 2011 –– PAGE 15 THE GROWER

Lavender: The scent of an alternative crop leads to official association

KAREN DAVIDSON Lavender is twitching the noses of several growers, to the point that the first annual meeting of the Ontario Lavender Association just took place at the Ontario Fruit and Vegetable Convention.

Jeanette Vandermarel, chair, says that opportunities will be enhanced by working together.

Part of an informal study group in southwestern Ontario, Steve and Anita Buehner had their senses awakened when they ventured to the North American Lavender Conference in 2008. Their enthusiasm blossomed into Bonnieheath Lavender farm near Waterford, Ontario where they’ve been trialling new varieties for winter hardiness. They set out 5,000 plants in 2010 and are expecting to do the same in 2011.

“We’re confident of cold tolerance,” says Anita Buehner, “but now it’s determining the quantity and quality of the oil.”

Bleu Lavande, a lavender farm near Magog, Quebec attracts 198,000 visitors year-round with peak season in July and August.

Lavender oils are in highest abundance in the flower, with the leaves next. Some Ontario growers already have distillers, using the oils as ingredients in soaps and salts. The buds have culinary uses in sugar or herbes de provence.

A cherry operation is the farm’s foremost crop, but the

Buehner’s think that lavender could occupy a niche. The Buehner’s plan their first lavender festival for July 16 and 17 with the idea that a tailgate tour might be extended to other area farms.

With some modest grower funding, variety trials started in earnest last year under the

supervision of Sean Westerweld, OMAFRA’s alternative crop specialist. On seven sites across the province, 27 varieties were planted to test overwintering, essential oils and visual characteristics. He is looking for consistency in flower height, colour shades, stalk sturdiness and length, and tight buds for bundling.

The fledgling industry is encouraged by the entrepreneurial success of Pierre Pellerin who founded Bleu Lavande in the Eastern Townships of Quebec.

After losing his lavender crop to a brutal winter in the early 2000s, he and his wife Christine Deschenes have persisted in finding hardy varieties (True English, True Munstead) and agronomic practices to ensure survival. They now use excessive mounds of straw for overwintering the plants.

Today, they nurture 62 acres of lavender on poor, but well-drained soil. Pellerin has modified a broccoli planter to set out 75,000 lavender plants. He has imported a harvester from France to manage the 175 tons of flowers that must be distilled into essential oils. It takes 300 to 500 kilograms of

mass to distill three to four litres of oil.

But oil for soaps and culinary products aren’t the only things on offer. In such an idyllic setting, the experience of Bleu Lavande in July and August is for sale as well. Last year, the destination attracted 198,000 visitors, mostly from the Montreal and Quebec City areas.

When the bus tours arrive, visitors have more to do than reflect on a Provence-like scene.

For starters, they can watch local artists practising their craft or listen to classical musicians. They can pay for private massages in cabanas in the field. Or they can participate in a cooking class. If nothing else, they can shop in the immaculately soothing boutique.

While the peak of lavender bloom is end of July, Pellerin has been inventive in extending his season. Visitors to the farm receive discount coupons which can be redeemed at satellite Bleu Lavande boutiques in 10 malls around the province of Quebec.

Ranging in area from 800 to 1,100 square feet, these boutiques replicate the aromas of summer year-round.

One of Pellerin’s ingredients to success is trademarking his logo and his concept. Independent gift shops carry many of the lavender products but they must be displayed within a shelf that’s provided by Bleu Lavande. “It’s territory protection,” says Pellerin.

Such a successful business would not be complete without a website (www.bleulavande.ca). A sophisticated giftware selection makes Bleu Lavande accessible to anyone who can’t make the trek to Magog, Quebec. Now that Pellerin has shared his story with Ontario lavender growers, many will likely not settle for his business card and the imaginary whiff of lavender. They’ll be making a personal trip.

“Come to the country of lavender and respirez,” says Pellerin.

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How one Thunder Bay grower has used social media Reduce marketing costs, maximize sales per customer particularly helpful in setting up both wholesale and retail accounts to accommodate the large-volume buyers. Something like VISA, the software costs three per cent of the transaction dollar volume.

Again, this new service is part of the ongoing social media news stream. For all growers, it’s a case of experimenting with what works for your own operation.

Oddly enough, videos and photos don’t seem to have garnered much attention but that doesn’t mean Kevin and his wife Jodi won’t keep adding them to the mix.

“With social media, it’s all about turning customers into advocates and you can’t beat word-of-mouth advertising,” he concludes.

KAREN DAVIDSON Consider that Thunder Bay, Ontario has a population of 110,000 and more than 50,000 Facebook accounts. Those are statistics that have convinced Kevin Belluz to spend more time, not necessarily more money, on Facebook marketing.

“Last year, we started a Facebook fan page to connect more directly with our customers,” says Belluz, who operates Belluz Farms in the Slate River Valley, just 20 minutes southwest of Thunder Bay. The 300-acre fruit and vegetable farm that grows everything from peas to pumpkins is a well-known brand that has gained even more profile with helpful hints on availability of the next crop. They sell primarily to the local market, but also produce greenhouse plugs and cuttings that are shipped as far as Manitoba, with a planned expansion into organic vegetable transplants.

“Facebook is a great medium for saying we’ll be at the farmers’ market tomorrow with the first of the strawberries, peas or sweet corn,” says Belluz.

What’s more, he’s buying advertisements on Facebook to drive traffic to the farm and his stall at the Thunder Bay Country Market. He knows this is working by how clients mention it face-toface, and the statistics that Facebook displays for his page.

“I recommend this tactic to build friends and likes, the thumbs-up icon, as quickly as possible,” says Belluz. “It’s a way to build word-of-mouth referrals at little cost.”

In fact, his Facebook page has attracted 820 friends at an average cost of 25 cents per friend.

According to Belluz, it’s “dead simple” to set up an advertisement by following the Facebook page prompts. He particularly likes the ability to pay for only the demographics and geography that matters to him, targeting those who like food or those who garden within 100 miles of Thunder Bay. Facebook is able to show the advertisement to that particular slice of potential customers, with Belluz paying only if the customer becomes a friend or follower of his Facebook page.

“The click rate is a good way for direct marketers to measure the success of their campaign,” says Belluz. “The next step is to further integrate all of our online activities.”

Twitter use is relatively limited in the Thunder Bay area, however Belluz hopes to experiment with the medium of sending 140character messages or ‘tweets’ in 2011. Software such as Hootsuite

To the left is a sample of Belluz Farms Facebook page which Kevin Belluz showed to the audience at the recent Ontario Fruit and Vegetable Convention.

is available to help combine Facebook and Twitter messaging, which is likely to become more popular as smartphones proliferate.

Just because these new communication channels are available does not mean they are effective with every demographic.

Belluz points out that the baby boomers are a target market with their high disposable income and health-conscious buying habits, yet they are not heavy users of Facebook. That’s where traditional advertising channels still play a role such as the Thunder Bay Chronicle-Journal.

With an integrated marketing plan, Belluz uses newspaper advertisements to drive customers to his website (www.belluzfarms.on.ca) and his Facebook page. The idea is to increase the number of ‘touch points’ with the customer.

In another marketing experiment started last May, Belluz and other local growers have set up an on-line store: Superior Seasons Food Market. Using software called locallygrown.net, they use the template for customers to visit a virtual farmers’ market. At this time of year, it’s meats, flour, winter squash, specialty potatoes, frozen blueberries, wild food products and dried mushrooms on offer. Farmers bring their produce or value-added products to the Belluz Farm where they organize the orders for delivery twice a week.

This service is currently used by not only individual consumers but several institutions, including a day-care, a restaurant and a senior’s home. The software is

anada’s Fruit anada’s Fruit & Veg Tech T ech X X-Change -Chang SEPTEMBER SE EPTEMBER 1, 2, 2 3 2011 20 NORFOLK COUNTY, COUNTY Y, ONTARIO ONT O TARIO A

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PAGE 18 –– MARCH 2011 THE GROWER

Intelligent pruner is on the vineyard horizon Pruning one acre in four hours halves manual labour costs

KAREN DAVIDSON Speciality crops are on the cusp of a robotic revolution. That’s the prediction of mechanical engineer Tony Koselka who talked about his company’s development of an intelligent pruner at the Ontario Fruit and Vegetable Convention.

“Significant mechanization has taken

place in row crops, but now specialty crops are moving forward in productivity, inventory management, precision farming and mechanization,” he says. “Labour is a major issue so robotics will help growers compete in a global market.”

Based in San Diego, California, Vision Robotics has developed a prototype that’s now undergoing refinement in a real-life vineyard. In studying the vineyard practice, Koselka says that discriminate pruning requires vision to see the structure of the vine and to make appropriate pruning decisions.

“Pruning rules are quantifiable,” says Koselka. His prototype machine first scans the vine while moving forward. Many images are stitched together to build a vine model. The system then builds a 3-D model of the vine, identifying the key features: canes, cordon, spur heads and buds. The pruning rules dictate the pruning points. The vision-guided arms and sensitive clippers correctly cut the canes.

The benefits are day and night operation as well as a self-propelled machine that needs turning only at the end of the row.

Koselka says the machine can prune one

acre in four hours, saving 40 to 50 per cent of hand labour. Depending on vine density, he estimates a cost of 20 to 40 cents per vine versus 70 cents per vine with manual pruning.

Price tag? For $170,000, Koselka’s math figures a return in 2.5 years. He also points out that the machine can be used for crop estimates. The machine can record a database of grape volume by vine for an entire block. More data will be generated on the intelligent pruner when it has a test run in Australia later this year.

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MARCH 2011 –– PAGE 19 THE GROWER

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A peach is peachy when it’s ripe and juicy

KAREN DAVIDSON Consumers aren’t fuzzy at all about what they want in a peach.

The sweeter, juicier and more intense in peach flavour, all the better according to recent studies

by Vineland Research and Innovation Centre (Vineland). A taste test with 100 consumers reveals that peaches aren’t ripe enough to eat when they buy them, often taking three to four days to reach ripeness. That’s a long wait for the promise of peach juice dripping off their chins.

“The fact that most fruit sold in the store is still quite firm and not what consumers say they like is an important finding for peach growers,” says Isabelle Lesschaeve, Research Director, Consumer Insights and Product Innovation, Vineland.

That’s a tough discovery for the Vineland Growers Cooperative and Tender Fruit Producer Marketing Board which participated in the value chain study. With such a perishable

A taste panel works through questions on taste and texture characteristics of peaches. crop, they must carefully time harvest and packing to meet store demand. Correlating that peak of ripeness to acidity and

temperatures is the next step.

Another study probed consumers on what factors into their peach purchasing decisions and

was conducted across Canada with more than 700 respondents.

Physical characteristics such as shape, size and flesh colour, product price, organic or conventional production and packaging were all considered. This study was cosponsored by Niagara Peninsula Fruit and Vegetable Growers’ Association and OMAFRA Growing Forward program.

Of course, what consumers say

and what they do are two different things. Directly asking consumers what drives purchase found that external factors such as appearance were cited most often by consumers as the number one driver for purchase, with price as number three or four. However, when several hypothetical scenarios were presented, price trumped all other factors, even region of origin. That finding belies current wisdom that consumers are willing to pay more for local produce. However, there is no “universal peach consumer” says Lesschaeve, whose data analyses revealed six different segments.

The price-sensitive consumers (15%) are a small group while even fewer (7%) said that local product mattered. A large group of consumers (21%), mostly valued Ontario origin, and wanted to touch the fruit – a habit that frustrates most vendors. Of most surprise is that a considerable percentage of consumers (20%) preferred loose fruit versus a pre-packed basket. Another group wanted to touch the fruit before buying (11%) and the last group didn’t show a clear pattern for what really matters to them (26%).

The value chain study will continue in 2011 with the help of a post-harvest science expert who will join the Vineland research team this spring. Growers and marketers want to understand how to preserve fruit quality while getting a riper product to the consumer.

Who rules the cider house?

The week of Ontario’s first apple cider competition, a wassailing party was held at the farm of Thomas Wilson and Nicole Judge of Spirit Tree Estate Cidery at Caledon. True to their agritourism roots, they were entertaining paying customers during the off-season with a bonfire in the orchard. Little did they know that they were celebrating in advance of their winning entry of apple cider, beating out a dozen other competitors.

Runners-up were Hector and Mark Delanghe, Delhaven Orchards at Blenheim and in third place was Ray Ferri, Al Ferri and Sons, Brampton.

Thanks to the organizing skills of Leslie Huffman, OMAFRA apple specialist, the competition will likely be an annual event, following the example of nearby Michigan State. That’s where Bob Tritten, a Michigan State University extension worker, is the veteran of leading 14 contests. He, in turn, has copied the formula from Illinois.

Modified and tweaked over the years, the scoring sheet has proven to be a helpful guide. It

The name Spirit Tree takes into account the ancient tradition of wassailing as well as being a play on the fact that cider is an alcoholic drink or “spirit” from trees.

evaluates appearance and colour (clean, clear, attractive, bright), aroma and bouquet (fragrant, pleasing, interesting character), acidity and sweetness (not too high or low) sugar/acid balance (good ratio, well balanced), body (not too thin or thick, suspended solids), flavour (pleasant, fruity, fresh), finish (lingering sensation, off flavours) and overall quality (flavourful, attractive, good impression). A perfect score would be 20 points with four points alone for flavour.

All samples had no farm identification. While it’s known that a blend of apples is best for sweet cider, no information was given on apple varieties. Generally speaking, McIntosh may be good for producing juice, while Gala is a favourite for flavour.

MARCH 2011 –– PAGE 21 THE GROWER

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PAGE 22 –– MARCH 2011 THE GROWER

APPLE ACADEMY

‘World of mouth’ marketing now the norm: Neilsen Company KAREN DAVIDSON “We can create a profile of the Ontario Golden Delicious apple consumer,” says Gord Smith, business manager, The Nielsen Company. “It’s all about aggregates and how to reach certain groups of people.”

That’s a powerful promise from the company that does consumer tracking with a database of 12,500 consumers in Canada. At the recent Ontario Apple Academy, Smith painted a daunting picture of the retail environment where 54 per cent of consumers still think we are in a recession.

Those perceptions affect purchase decisions. In fact, he says Canadians are making fewer shopping trips, although there is increased spending per basket. For apple growers, the question is how to make apples part of that basket.

Nationally, apples sales were up four per cent in 2010, while Ontario’s apples sales were off one per cent, no doubt due to inflationary pressures. Fresh

Retailers are now using census data by language to specify produce mix. In Toronto, the Chinese community is denoted in red, the Italian community in green , and the Punjabi community in pink. bagged sales have been up modestly in the last year, with the most popular varieties being Gala, Royal Gala, Red Delicious, Granny Smith and Golden Delicious. National dollar sales of shelf-stable apple juices have declined by three per cent while chilled apple juices are witnessing strong growth of nine per cent.

In a recovering economy, shoppers have shifted their views on store attributes. Most popular is one-stop shopping, followed by in-stock inventory, high-quality and fresh produce, ease of finding products and pleasant store environment.

Where apple marketers need to hone their skills is on ethnic mar-

kets. Chinese, Italian and Punjabi neighborhoods in Toronto, for example, offer opportunities for targeted mixes of apple varieties that fit specific tastes. New immigrants are more likely to be home cooks and have more kids, so that insight points to the need for more sophisticated marketing.

“Reaching the right consumer in the right store is the key to growth,” predicts Smith. The Chinese grocery market in Canada is now worth $5.6 billion with South Asians not far behind at $5.1 billion.

Beyond demographics are how smartphones and social media are changing consumer behaviors.

Smith says that 27 per cent of Canadians now use a mobile phone to connect to the Internet.

This will lead to more mobile coupons and clubcards on your smartphones. Females are more likely to be engaged in social media, and as primary shoppers, are the most obvious targets for marketing.

“Think of social media as a

storefront,” says Smith. “You’re getting consumers to ‘like’ you.

It’s now a world of mouth.”

Since friends and family dominate the trust zone, Smith says that social media can play a powerful role in validating product choices. In fact, Facebook and Twitter are now being used to gain input on new products, solicit product reviews and to distribute coupons.

Based on Neilsen data over a multitude of categories, here’s what Smith recommends for marketing strategies in 2011.

1) Maintain sustainable pricing strategies for growth 2) Mobilize social media as a way to connect with consumers’ culture 3) Evolve marketing plans with creative, test concepts The Ontario Apple Academy was sponsored by Ontario Apple Growers and Agricultural Management Institute, Feb. 8 & 9.

Matching apple varieties to store demographics Fruits are an impulse purchase whereas vegetables are planned.

That may come as a surprise to growers, but Steve Lutz, execu-

tive vice-president, Perishables Group, has statistics to back him

up. His Chicago-based company, formed a decade ago, now crunches data from 13,000 grocers in 48 markets.

His insight should concern apple growers right across Canada who are competing in a diminishing industry. Lutz painted a 2011 economic landscape that is as competitive as ever.

“Variety changes customer dynamics,” he told the Ontario Apple Academy. “Once you taste Honeycrisp or Ambrosia, it’s hard to go back.”

The number of varieties emerging in the apple category is cause enough for concern, but he pointed out that retailers are timepressed to analyse what varieties might do best in their demographic area. Lutz shared data from a Syracuse, New York state store that carried 35 unique items in the apple category but 10 varieties drove the sales.

“It’s critical to get it right,” says Lutz. “The right stores, right varieties, right time and price.”

Honeycrisp apples, for example, sell at a 50 per cent premium to the entire category.

Apple consumers can be segmented into different groups: urban, comfortable country, plain rural living and youth 18 and under. So it’s important to align apple varieties with the customer base. For the youth group, it means understanding that they have low knowledge of preparation but a strong commitment to organic. They’re bored with traditional items and are confused with selection criteria.

With multiple apple varieties on offer, Lutz has discovered that niche apple varieties are most often purchased in tandem with a more traditional variety. The

Honeycrisp average purchase frequency is quite low for these niche apples.

Recent data shows that 35 per cent of consumers are buying more apples at farmers’ markets.

The “buy local” trend is more than just a farmers’ market trend, but one that can be observed in several grocers. With new technology such as Query Response (QR) codes, a consumer can scan a code into a blackberry and immediately see the origin of the apple – orchard, production practices and so on.

“It’s a real failure of the apple industry to see such large variances in store performance,” observes Lutz. “Retailers are focusing on category performance. They have tracking capabilities which are far more developed these days. A particular variety does not necessarily drive incremental value. To introduce a new variety is a gamble. The retailer will fear that he’s duplicating a product and not increasing sales.”

The retail environment translates into lots of risk for the grower. To keep on top of trends, Lutz advises that growers should be replanting 10 per cent of the orchard every year. What variety is the key question. As someone who grew up on an apple farm, he knows how hard it’s been for his father to cut down Red Delicious trees. The variety decision doesn’t get any easier with the statistics that today’s consumer spends, on average, only 20 minutes in the grocery store and a mere three minutes in the produce aisle.

MARCH 2011 –– PAGE 23 THE GROWER

APPLE ACADEMY

How to acquire access to new apple varieties KAREN DAVIDSON What do these terms have in common? Blackberry. McIntosh/Macintosh. Tango. Apple.

Jazz. Honey.

As the starter question in a presentation about intellectual property, Bruce Barritt has already given a clue. They’re all trademarked. What was once known as a fruit is now the ubiquitous Blackberry smartphone.

Another famous apple variety has been appropriated for a very popular brand of Macintosh computer.

The Washington State University professor and apple breeder says that five to 10 new apple varieties are produced every year globally. But to get access requires a basic understanding of how apple varieties are intellectual property that operate under Plant Breeders’ Rights (PBR), trademarks and marketing.

Horticultural and consumer traits are valuable discoveries which should be protected by PBR and earn royalties. Each apple variety should be viewed as genetic technology, a business product in the value chain which needs constant upgrading. Go back to technology innovator Research in Motion as our example. Their Blackberry models (varieties?) are constantly updated every few months with Torch as the most recent product launch.

In the produce business, a variety must be recognizable by its characteristics, be recognizably different from other varieties and remain unchanged through propagation. Public breeding programs today are the major source of new genetics. Agriculture and AgriFood Canada (AAFC) has produced apple varieties such as Aurora Golden Gala, Eden, Evangeline and others. Around the world, varieties such as New

Zealand’s Jazz and Australia’s Pink Lady are now marketed.

Barritt’s point is that if any of these varieties were stolen, the developers and growers who produce them would be annoyed or more realistically, angry. These varieties need intellectual property protection from risks such as plant theft, overproduction or misinformation. That protection is offered through the Plant Breeders’ Rights Act 1990 which grants the breeder exclusive rights for 18 years. In essence, it means the owner has the right to propagate and sell the new variety and to charge a royalty for the sale.

For apple growers, the academics become very real with the proposed introduction by Okanagan Specialty Fruits of Golden Delicious Arctic, a genetically modified variety with non-browning fruit. As the chart shows, there are a number of new varieties which have come to the Canadian marketplace in recent years.

Barritt explains that trademarks differ from PBR in that they are words or a design that identifies and differentiates the product in the marketplace. “You cannot trademark the name that you use to apply for plant breeders’ rights,” he says.

A trademark provides legal protection by giving exclusive rights to use the ‘mark’ to identify a product. It protects the use of the name and symbol but does not protect the use of the product which is the job of PBR. It can also provide the right to license the ‘mark’ for a fee and establish standards for the product such as fruit colour and size. Protection is provided for 15 years and is renewable.

According to Barritt, every variety needs a commercialization strategy. That requires asking tough questions about the market-

Apple producers from five countries unite Five of the world’s most progressive pome fruit producers have formed the International Pome Fruit Alliance. Their objective is to provide fruit variety managers from around the world with a means of assessing new selections and commercializing them globally through one entity.

The Pome Fruit Alliance is a registered entity based in the U.K. which is jointly owned by: • Fruitways, South Africa • Heartland, New Zealand • Montague Fresh, Australia • San Clemente, Chile • VOG / VIP, Italy The alliance’s chief activities will be to provide variety owners around the world with information on the characteristics that new varieties need for global success. This means evaluating varieties from commercial growers’ perspectives and providing feedback to variety owners on global potential. A cooperative approach will be taken to commercialize varieties on a global basis and develop royalty streams for variety owners.

The International Pome Fruit Alliance signals the beginning of a new era using the very latest orcharding techniques, streamlining the commercialization process using cost-effective methods and accessing 20,000 hectares of apple orchards globally.

place potential. What are the yields and fruit quality? Will consumers accept the variety? Is there enough acreage to support a promotional push? Has storage space been secured? If you are satisfied with positive answers to these questions, then intellectual property rights should be part of commercialization.

Plant Breeders’ Rights and trademarks in themselves do not restrict acreage, production and marketing. Aurora Golden Gala, for example, is an open variety in Canada. It is the licensing agreements between owners, producers, handlers and marketers that add restrictions. University of Minnesota, for example, licensed the Next Big Thing cooperative to commercialize SweeTango and sub-licensed Scotian Gold Growers limiting acreage, setting quality standards and trademark use.

Acquiring access to these new varieties requires due diligence, Barritt advises. First, establish relationships with variety management organizations. For a short term of five years, ask to evaluate, then negotiate license to produce. For a medium term of 10 years, establish direct relationships with breeding programs.

Undertake early evaluation of promising selections from AAFC, New York or Minnesota breeding programs. For the long term of 15 years plus, establish a breeding program which is either public, private or a partnership. Washington State University, for example, has established a partnership with the Washington Tree Fruit Research Commission.

To fully commercialize a vari-

ety for sale in your region, Barritt advises working with a variety management organization. In Washington State, for example, Stemilt Growers is introducing the Pinata variety while McDou-

gal and Sons are handling Ambrosia.

What’s in a name? Just like people, everything matters from pedigree to reputation.

Plant Breeders’ Rights - Canada Year

Denomination

Tradename

Owner

1997

Ambrosia

W&S Mennell, BC

2001

HoneyCrisp

Univ. Minnesota

2003

8S6923

2006

AAFC, BC

Minneiska

Aurora Golden Gala SweeTango

2007

Scifresh

Jazz

2007

SJCA38R6A74

Eden

P&FR New Zealand AAFC, QC

2007

Davison Gala

T&T Davison, BC

2008

Evangeline

AAFC, NS

2008

Cotton Candy

AAFC, NS

2008

SPA 440

2009/10 KAR4, KAR22, KAR27, KAS9 2010 Milwa 2010

NY1, NY2*

201?

Golden Delicious

Nicola

Univ. Minnesota

AAFC, BC AAFC, NS

Junami

Agroscope, Switzerland Cornell Univ, NY

Arctic

Okanagan Specialty Fruits

*accepted for filling

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PAGE 24 –– MARCH 2011 THE GROWER

So you want to be an agpreneur?

Dr. John Kelly gives tips on how to link to the innovation agenda As a guest speaker at the Southwest Agricultural Conference in Ridgetown, Ontario, January 6, Dr. John Kelly, Vice President, Erie Innovation and Commercialization, outlined just how significantly conventional agriculture is changing.

an end use. Increasingly we are seeing research which is less curiosity-driven, but more endpoint driven. Further, research programs are more commonly demanding active financial industrial participation in research programs.”

requirement for research implementation must be eliminated, says Kelly. “We have to search globally for the most effective technologies and opportunities for producers, and we have to find those markets which can add value to Canadian producers.

We are in a global food race.”

The involvement of agriculture in the entire value chain is increasingly becoming more important. The typical value chain for most agricultural products is as follows: Innovator → Grower → Aggregator or Processor → Retailer (End User) → Consumer.

Kelly suggests that producers need to find out what consumers want, and find new ways to meet their needs. “We have to have an end target market and look for

No longer just food producers, farmers can be producers of energy, nutraceuticals and cosmaceuticals. And why not?

They are experts in meeting the demands of fickle consumers.

Age-old knowledge of botanicals, for instance, can be converted into new-age cosmetic solutions.

There are a few caveats for the development of innovation in Ontario, says Kelly. “First, research without implementation does not have the same value potential. This means that for a lot of what we seek, there must be

Another trend is the convergence of disciplines. This means that other sectors are intersecting with agriculture on value-added products that meet consumer demand. Medicines, pharmaceuticals, nutraceuticals and functional foods are all having a positive impact on the health of Canadians. Some of this demand is driven by global travel and newly discovered food ingredients, while new immigrants are bringing their cultural perspectives to the Canadian marketplace.

The “Made in Canada”

STAN STAND ND OUT T FROM M THE CRO CROWD OWD tĞ͛ƌĞ ĂŶ ŽƌŐĂŶŝnjĂƟŽŶ ǁŝƚŚ Ă ĚŝīĞƌĞŶĐĞ͘ tĞ ƉƌŽǀŝĚĞ ƉƌŽĂĐƟǀĞ t Ğ͛ƌĞ ĂŶ ŽƌŐĂŶŝnjĂƟŽŶ ǁŝƚŚ Ă Ěŝī īĞ ĞƌĞŶĐĞ͘ tĞ ƉƌŽǀŝĚĞ ƉƌŽĂĐƟ ƟǀĞ ůĞĂĚĞƌ ƐŚŝƉ ďĂƐĞĚ ŽŶ ƚŚĞ ĞŶĚƵ ƵƌŝŶŐ ǀĂůƵĞƐ ŽĨ ŽƵƌ ŵĞŵďĞƌƐ͘ /Ĩ LJŽƵ ĂůƐŽ ůĞĂĚĞƌƐŚŝƉ ďĂƐĞĚ ŽŶ ƚŚĞ ĞŶĚƵƌŝŶŐ ǀĂůƵĞƐ ŽĨ ŽƵƌ ŵĞŵďĞƌƐ͘ /Ĩ LJŽƵ ĂůƐŽ ƐƚĂŶĚ ŽƵƚ ĨƌŽŵ ƚŚĞ ĐƌŽǁĚ͕ ŵ Ě ŵĂŬ ŵ Ğ ϮϬϭϭ ƚŚĞ LJ Ğ ϮϬϭϭ ƚŚĞ LJĞĂƌ LJ ĞĂƌ LJŽƵ ũŽŝŶ ǁŝƚŚ Ž ŽƵ ũŽŝŶ ǁŝƚŚ ŽƚŚĞƌƐ ƐƚĂŶĚ ŽƵƚ ĨƌŽŵ ƚŚĞ ĐƌŽǁĚ͕ ŵĂŬĞ ϮϬϭϭ ƚŚĞ LJĞĂƌ LJŽƵ ũŽŝŶ ǁŝƚŚ ŽƚŚĞƌƐ ǁŚŽ ƐŚĂƌĞ LJŽƵƌ ƉĂƐƐŝŽŶ ĨŽƌ ƌĞƐƉŽŶƐŝďůĞ͕ ĨĂŵŝůLJͲďĂƐĞĚ ĨĂƌŵŝŶŐ͘ ŚŽŽƐĞ ǁŚŽ ƐŚĂƌĞ LJŽƵƌ ƉĂƐƐŝŽŶ ĨŽƌ ƌĞƐƉŽŶƐŝďůĞ͕ ĨĂŵŝůLJͲďĂƐĞĚ ĨĂƌŵŝŶŐ͘ ŚŽŽƐĞ ƚŚĞ &&K ƚŽ ƐƵƉƉŽƌƚ LJŽƵƌƌ ǀĂůƵĞƐ͕ LJŽƵƌ ĨĂŵŝůLJ ĂŶĚ LJŽƵƌ ĨĂƌŵ ŵ͘ ƚŚĞ &&K ƚŽ ƐƵƉƉŽƌƚ LJŽƵƌ ǀĂůƵĞƐ͕ LJŽƵƌ ĨĂŵŝůLJ ĂŶĚ LJŽƵƌ ĨĂƌŵ͘

MAKE THE CFFO YYOUR OUR CHOICE IN 2011 2 WůĞĂƐĞ ĐŽŶƚĂĐƚ ƵƐ ĨŽƌ ŵŽƌĞ ŝŶĨŽƌŵĂƟŽŶ ĂďŽƵƚ ƚŚĞ ŚƌŝƐƟĂŶ &ĂƌŵĞƌƐ &ĞĚĞƌĂƟŽŶ ŽĨĨ KŶƚĂƌŝŽ WůĞĂƐĞ ĐŽŶƚĂĐƚ ƵƐ ĨŽƌ ŵŽƌĞ ŝŶĨŽƌŵĂƟŽŶ ĂďŽƵƚ ƚŚĞ ŚƌŝƐƟĂŶ &ĂƌŵĞƌƐ &ĞĚĞƌĂƟŽŶ ŽĨ KŶƚĂƌŝŽ ϳϲϲϬ Dŝůů ZĚ͕͘ ZZϰ 'ƵĞůƉŚ͕ KE Eϭ, , ϲ:ϭ d͗ ϱϭϵͲϴϯϳͲϭϲϮϬ ǁǁǁ͘ĐŚƌŝƐƟĂŶĨĂƌŵĞƌƌƐ͘ŽƌŐ ϳϲϲϬ Dŝůů ZĚ͕͘ ZZϰ 'ƵĞůƉŚ͕ KE Eϭ, ϲ:ϭ d͗ ϱϭϵͲϴϯϳͲϭϲϮϬ ǁǁǁ͘ĐŚƌŝƐƟĂŶĨĂƌŵĞƌƐ͘ŽƌŐ

‘market pulls’ rather than ‘market pushes,’” says Kelly.

“Just because we can grow it, should we?” With changing demographics, perhaps it’s a different kind of radish that might have more appeal.

To serve the market pull, look at the needs for the Greater Toronto Area: Asian and Caribbean vegetables, fruits with longer growing periods, hazelnuts to fill the confectionary industry, industrial oil production from biosources, energy to fuel major power plants for expensive, on-demand electricity, local foods of all shapes and stripes.

“

No longer just food producers, farmers can be producers of energy, nutraceuticals and cosmaceuticals.

Ontario has first class research and product development. With the advent of food products directly targeting the health and wellness market (omega-3 eggs, DHA milk, probiotic yogurts, specialty crops), agriculture is now addressing specific human conditions ranging from Alzheimer's disease, asthma, and Attention Deficit Hyperactivity Disorder (ADHD) to heart and cardiovascular disease to liver disease and many forms of cancer.

In addition to food, opportunities for Ontario-based agricultural research and product implementation can be broadly defined into three areas: Food/Health, BioEconomy and Environment.

And there are agri-tourism prospects as well.

Each of these areas represents tremendous opportunity for producers and entrepreneurs. Don’t let the search for perfect science prevent the application of the innovation.

MARCH 2011 –– PAGE 25 THE GROWER

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PAGE 26 –– MARCH 2011 THE GROWER

Summer Ruby, a new strawberry cultivar is released On-Farm Food safety – where to start, where to go JAN SCHOOLEY, CROPS ON-FARM FOOD SAFETY PROGRAM LEAD, OMAFRA As another season approaches many producers are wondering where they stand with on-farm food safety. If you are one of those on a CanadaGAP program you are on a program that is third-party audited to international standards and if you sell to major chains they may be insisting on this.

But what other options do you have? No matter who you sell to, getting started in food safety can be daunting. There is help available. OMAFRA’s Advantage Good Agricultural Practices manual will give you the foundation you need to establish safe practices on any farm. It is an excellent resource, can complement any food safety program and can be used as a stepping stone to CanadaGAP. It is an excellent program on its own, although it is not third-party audited. AdvantageGAP is a common sense approach to food safety on all farms where practices are understandable and doable. OMAFRA has recently released Advantage iGAP as a food safety resource tool. It is the AdvantageGAP manual on CD plus many more

interactive resources. You will find traceability information, templates for keeping records, water sanitizing videos to assess the product that is best for you, and a self-assessment tool that tells you where you are now and how to implement improvements.

So where do you go for all the information you need? CanadaGAP is available online, free of charge, to members of the Canadian Horticultural Council (CHC). You are a member of CHC if you are a member of the Ontario Fruit and Vegetable Growers Association (OFVGA) – and if you purchase packaging for your produce OFVGA will provide you with a passcode to access manuals and checklists over the internet on the CanadaGAP web site.

Just make sure you have the latest version!

If you are on dial-up you can get

At the Ontario Berry Growers Association 2011 Annual Meeting, Dr. Adam Dale, University of Guelph, Simcoe, announced the release of a new June-bearing strawberry cultivar, and new names for two previously released cultivars.

The newest in this series is ‘Summer Ruby.’ This variety was tested as 2V55, and released in February 2011. ‘Summer Ruby’ is a firm, large-fruited, early-mid-season cultivar.

the material directly from the OFVGA office in Guelph.

AdvantageGAP manuals and Advantage iGAP CDs are available by calling the Agricultural Information Call Centre at 1-877424-1300. OMAFRA staff is always available to talk with you and the call centre will forward your call to one of us at your request.

Don’t be intimidated by the need for food safety on your farm. Chances are you are well on the way to using all the right practices.

R14, now named Summer Rose. Photo by B. Hughes, University of Guelph, New Liskeard.

Previously released cultivars V151 and R14 have also been renamed.

V151, released in 2007, will now be known as ‘Summer Dawn.’ It is an early variety, slightly ahead of Annapolis in season. It is firm, bright-red, and conical in shape, with high yields.

R14, released in 2009, will now be known as Summer Rose. The variety is the latest maturing of the three, similar in season to Serenity.

Although slightly smaller but better quality compared to Serenity, Summer Rose is a large, red berry with good but moderate yields.

‘Summer Dawn’, ‘Summer Ruby’, ‘Sapphire’ (released in 2003), and ‘Summer Rose’ provide growers with four June-bearing, high quality strawberry varieties which are early-, mid-, late-mid- and late-season respectively. The Ontario Berry Growers Association holds the rights to these varieties and they are all available from Strawberry Tyme Farms.

OMAFRA Fruit Production Recommendations on line PAM FISHER, BERRY CROP SPECIALIST, OMAFRA

OMAFRA publication #360 Fruit Production Recommendations is on line at:

www.ontario.ca/crops. From this link scroll to Crop publications – horticulture and scroll through to Fruit Production Recommendations. You can view it in html or print off the pdf file.

The 2011 supplement to this publication in now available from OMAFRA resource centres, and is also on-line (see above).

Choose the pdf version for easy printing. The supplement includes details on new registrations for berry crops since January 2010.

as well as suppression of phomopsis canker on blueberries.

leafhoppers and tarnished plant bugs in strawberries.

Bioprotec CAF (AEF Global) for white marked tussock moth in blueberries.

Bloomtime (Northwest Agriculture Products Inc.) , a biological control for fireblight suppression in raspberries and saskatoons.

Concept (Bayer CropScience) for control of blueberry aphid in blueberries.

These include: Echo 720 (Sipcam Agro) another formulation of chlorothalonil with the same uses as Bravo 500, for blueberries and strawberries.

Acramite 50 WS (Chemtura Company) for two-spotted spider mite control on raspberries.

Admire 240 F (Bayer CropScience) for strawberry aphid in strawberries.

Aliette WDG (Bayer CropSciences) for anthracnose fruit rot and phytophthora root rot control,

Altacor (E.I. du Pont Canada) for raspberry crown borer control in caneberries.

Assail 70 WP (E.I. du Pont Canada) for aphids in bushberries (currants, gooseberries, elderberries) and blueberries, as well as aphids,

Quintec (Dow AgroSciences) for powdery mildew in strawberries.

Rimon 10 EC (Chemtura Company) for tarnished plant bug control in strawberries.

MARCH 2011 –– PAGE 27 THE GROWER

JENNIFER DE ELL*, EMILEA SMITH, PAM FISHER, AND BEHROUZ ESHANI-MOGHADDAM, OMAFRA, SIMCOE Modifying the atmosphere around berries held in storage with 15-20% CO2 reduces decay in berries during transport and storage. It also reduces respiration and softening, extending the postharvest life. However, exposure of berries to <2% O2 and/or >25% CO2 can cause off-flavours and brown discolouration, depending on berry type and cultivar, duration of exposure, and temperature.

were also compared to fresh berries harvested that day.

Overall, the use of MA storage resulted in more marketable berries (+11%), less decay ( 3%), and lower weight loss (-1%).

Subjective ratings also indicated reduced bruising, and better appearance, firmness, and sepal quality in MA-stored strawberries.

Raspberries: Killarney was harvested on July 7th 2010 from two different locations. Berries were held at 0.5oC in either modified atmosphere (MA, 8-12% O2 + 14-15% CO2) or ambient air for

% marketable

Extending the storage life of Ontario berries: 2010 results

% marketable

Figure 2

Figure 1: Enclosed, sealed pallets of strawberries with 14-15% C02 MA

Strawberries: Six strawberry cultivars were harvested on June 8th or June 11th, 2010. Berries

five days. All berries were then held for zero, two or four days in ambient air at 0.5oC, then evaluated for quality. The use of MA storage resulted in more marketable berries (>20%), better firmness, less shape loss, greater shine, and reduced bleeding (leaking).

Conclusions: MA for three days significantly improved quality of strawberries for up to 11 days after harvest. MA for five days significantly improved quality of raspberries for up to nine days after harvest. However, visual differences were not always obvious when flats were observed side by

Figure 3

% marketable berries

The standard CO2 treatment for berries is to completely enclose pallet loads of pre-cooled berries in sealed plastic bags, pull a slight vacuum, then add CO2 to create a 12-15% CO2 atmosphere within the bag and around the fruit (Figure 1).

We have been working with commercially available equipment to demonstrate and determine the effects of modified atmosphere (MA) on the quality and disease incidence of Ontario berries.

Rating (1 is not acceptable, 3 is acceptable, 5 is very good.)

Figure 5

Figure 4: Killarney raspberries 8 days after harvest, after storage in MA for 3 days then held at 0.5 C for 5 days. were held at 0.5oC in either modified atmosphere (MA, 812% O2 + 14-15% CO2) or ambient air for three days. All berries were then held for three, six or eight days in ambient air at 0.5oC, then evaluated for quality. For the first set of evaluations, berries

side. The investment for equipment, management time, and the added cost of storage must be factored against increased returns per flat for berries held in MA. The use of MA storage is most likely to benefit growers who harvest large volumes of fruit daily,

Figure 6 but face weekly fluctuations in price or demand. Varieties with the best postharvest quality are most suited for this technology.

In summary, the use of MA on Ontario strawberries and raspberries appears to have potential for

extending the storage period and consequently increasing marketing opportunities. We plan to continue building on this study, in order to help berry growers determine the economic viability of this technology within their own

enterprise.

Acknowledgments: Thanks to the Ontario Berry Growers Association who supported this project through ORD and to the individual growers who supplied the berries and containers.

PAGE 28 –– MARCH 2011 THE GROWER

New information on pesticide drift and reducing buffer zones

DR. JASON S.T. DEVEAU, APPLICATION TECHNOLOGY SPECIALIST Many years ago (in a galaxy far, far away) the Pest Management Regulatory Agency (PMRA) had an idea to develop a webpage that would provide the reader with clear and concise information on pesticide drift. Specialists were called in, third-party consultants were engaged and the information was hammered into a very nice explanation of what drift is and how applicators can minimize it.

Then someone had the idea to mix buffer zones into the explanation and everything ground to a halt.

Here’s why.

In the UK, spray applicators register

their spray equipment with government authorities. They sign off on their travel speed, the exact make of their nozzles, their operating pressure, and any driftreducing modifications they make to their sprayers. When all this information is plugged into some rather complicated formulas, along with weather conditions and the proximity of environmentally sensitive areas, they may be allowed to reduce the labelled buffer zones.

This system is called LERAP (Local Environmental Risk Assessment for Pesticide) and it’s been in place for a long time. Why not in North America? Because we don’t have the same equipment or all the data that makes buffer zone reduction reliable . . . until now.

I’m very happy to announce the drift mitigation web pages are finally on the PMRA/HC website. They can be accessed by selecting the For Growers and Commercial Users tab on the sidebar and then choosing Drift Mitigation. This will take you to the main page. From there you can go to the Buffer Zone Calculator and

Glossary of Terms.

The direct link is: www.hc-sc.gc.ca/ cps-spc/ pest/agri-commerce/drift derive/index-eng.php This new method for adjusting buffer zones isn’t quite as sophisticated as the LERAP system, but it’s a great first step.

to reduce drift, and sprays in conditions that reduce the potential for drift, they are rewarded with discount factors that reduce the labelled buffer zones.

I suggest you visit the site and try the calculator. If you’re still interested in learning more about pesticide drift,

The user will be asked to answer a series of questions about their sprayer, the environmental conditions at the time of spraying, and the proximity of any environmentally sensitive areas. If the applicator is using equipment that is known

OMAFRA has just finished a new factsheet: “Pesticide Drift from Ground Applications” Order No. 11-001. It will be printed in full colour and ready in time for the Ontario Fruit and Vegetable Convention.

Farm leaders meet Ambassador Doer The North American Trade Committee (NATC) met last Thursday in Washington, DC as part of ongoing trilateral meetings to address issues impacting the trade of produce within North America. A long standing issue which is no closer to resolution is the need for a mechanism that will provide the type of protection afforded by the PACA Trust for sales in the Canadian marketplace. While certain mechanisms are available to help mitigate and help resolve claims on produce (for example Dispute Resolution Corporation - DRC, Canadian Food Inspection Agency - CFIA, the courts) there is virtually nothing available to mitigate and offset losses arising from payment problems. Canadian exporters enjoy the protection of the PACA Trust when shipping to the U.S. while there is no reciprocal treatment of U.S. exporters to Canada.

“When it comes to doing business in Canada, everyone is at risk,”

said Matt McInerney, EVP Western Growers and NATC co-chair.

“Our frustration level continues to grow as financial losses in the Canadian marketplace continue to accumulate with no resolution in sight.”

to the existing mechanisms available under the PACA Trust.

There is a need for tools in Canada that will provide industry with the same outcomes to deal with slow pay, partial pay and no pay situations. In the U.S. it is esti-

exporters may be at risk if we don’t find a suitable financial risk mitigation tool for implementation in the Canadian marketplace,” stated Ken Forth, Chair, of the Canadian Horticultural Council’s Trade & Industry Standards Committee. “Our exporters can use the PACA trust provisions to cover their sales to U.S. receivers. In addition, they can use the PACA formal dispute settlement service without having to post a bond in twice the amount of the claim. No other foreign country outside of Canada enjoys this particular privilege of not having to post a bond.”

The North American Trade Committee (NATC) is comprised of industry organization representatives from across

Canada/U.S./Mexico. The NATC focus is to develop industry consensus on issues impacting fresh fruit and vegetable trade in North America with the objective of facilitating trade and providing respective governments with industry counsel and consensus on key issues. Membership includes the Canadian Horticultural Council, Canadian Produce Marketing Association, California Strawberry Commission, Dispute Resolution Corporation, Florida Fruit & Vegetable Association, Fresh Produce Association of the Americas, Northwest Produce Council, Produce Marketing Association, Texas Produce Association, United Fresh Produce Association and Western Growers Association.

New certification service

Farm leaders, including Ken Forth and Dan Dempster, met with Canadian Ambassador to the U.S. Gary Doer.

Given the experience in the U.S. market over the last 25 years the NATC is calling for the establishment of financial risk mitigation provisions in Canada similar

mated the PACA Trust has saved produce sellers (including Canadian exporters) over $1 billion.

“This is a trade issue and we are most concerned that our

The Bureau de normalisation du Québec (BNQ) is now licensed to provide certification services to the CanadaGAP program. BNQ joins QMI-SAI Global and the Guelph Food Technology Centre in the list of available certification bodies for CanadaGAP. A fact sheet about BNQ including contact information is available on the CanadaGAP website at www.canadagap.ca/en/becomingcertified/certification-bodies/bnq.aspx. Please contact BNQ directly regarding availability of audit services, location of auditors and audit costs.

Those interested in using BNQ as their audit service provider for CanadaGAP must first enroll in the program through the CHC. Visit the website to download the latest copy of the enrolment form: www.canadagap.ca <http://www.canadagap.ca> , or call the CHC office at 613-226-4880, ext. 206.

MARCH 2011 –– PAGE 29 THE GROWER

Produce industry calls for financial protection The North American Trade Committee (NATC) met February 17 in Washington, DC as part of ongoing trilateral meetings to address issues impacting the trade of produce within North America.

A long-standing issue which is no closer to resolution is the need for a mechanism that will provide the type of protection afforded by the Perishable Agricultural Commodities Act (PACA) Trust for sales in the Canadian marketplace. While certain mechanisms are available to help mitigate and help resolve claims on produce (for example Dispute Resolution Corporation - DRC, Canadian Food Inspection Agency - CFIA, the courts) there is virtually nothing available to mitigate and offset losses arising from payment problems. Canadian exporters enjoy the protection of the PACA Trust when shipping to the U.S. while there is no reciprocal treat-

ment of U.S. exporters to Canada.

“When it comes to doing business in Canada, everyone is at risk,” said Matt McInerney, EVP Western Growers and NATC co-chair. “Our frustration level continues to grow as financial losses in the Canadian marketplace continue to accumulate with no resolution in sight.”

Given the experience in the U.S. market over the last 25 years, the NATC is calling for the establishment of financial risk mitigation provisions in Canada similar to the existing mechanisms available under the PACA Trust. There is a need for tools in Canada that will provide industry with the same outcomes to deal with slow pay, partial pay and no pay situations. In the U.S. it is estimated the PACA Trust has saved produce sellers (including Canadian exporters) over $1 billion.

“This is a trade issue and we are most concerned that our exporters may be at risk if we don’t find a suitable financial risk mitigation tool for implementation in the Canadian marketplace,” stated Ken Forth, Chair, of the Canadian Horticultural Council’s Trade & Industry Standards Committee. “Our exporters can use the PACA trust provisions to cover their sales to U.S. receivers. In addition, they can use the PACA formal dispute settlement service without having to post a bond in twice the amount of the claim. No other foreign country outside of Canada enjoys this particular privilege of not having to post a bond.”

The North American Trade Committee (NATC) is comprised of industry organization representatives from across Canada/U.S./ Mexico.

Tomatoes vindicated in 2008 Salmonella Saintpaul outbreak In a study released in midFebruary in the New England Journal of Medicine, scientists from the Centers for Disease Control and Prevention provided detailed evidence linking a U.S. outbreak of Salmonella Saintpaul in 2008 to jalapeño and serrano peppers, and explained how tomatoes were mistakenly implicated in the early stages of the investigation.

“Members of the produce industry and consumers alike should be both relieved and encouraged to see this information confirming the source of the outbreak of Salmonella Saintpaul

in 2008,” says Tom Stenzel, president and CEO, United Fresh Produce Assocation. “The study underscores the fact that temporal associations based on memories of what someone has eaten weeks earlier can be useful, but not definitive, in these investigations.

It’s clear from the study that many sick individuals recalled eating a salsa product, but failed to recognize the peppers that were

contained as an ingredient. By prematurely jumping to the conclusion that tomatoes were causing the outbreak, officials may have unwittingly allowed the outbreak to continue.”

Thanks to the official study and release of the findings, the produce industry will take the lessons and continue its Produce Traceability Initiative with renewed vigour.

Nova Scotia fruit growers embark on study The Nova Scotia Fruit Growers’ Association (NSFGA) is studying how to maintain a sustainable industry in the face of a global oversupply of commodities, intense foreign competition, weather-related disasters, static consumption and retail consolidation.

Funding is from the Atlantic Canada Opportunities Agency

($30,000), the provincial government ($5,000) and the association itself ($9,525). The NSFGA says it plans to consult "extensively" with its members as well as fruit industry stakeholders in both Canada and the U.S., the agriculture industry at large and the Nova Scotia Agricultural College.

“The province's fruit industry is critical to the economic success

of the Annapolis Valley," says Dela Erith, NSFGA executive director. The province produces about 10 per cent of Canada's total apple production, with Nova Scotia fruit growers creating about $14.7 million in farm gate sales and generating an economic impact of about $72.5 million on the province's economy.

COMING EVENTS 2011 March 4

Ontario Agri-Food Technologies Annual General Meeting, Victoria Park East Golf Club, Guelph, ON

March 8

Airblast Sprayer Course, OMAFRA Woodstock Resource Centre, Large Meeting Room, Woodstock, ON 9 am to noon

March 8 – 11

Canadian Horticultural Council 89th Annual General Meeting, The Westin, Ottawa, ON

March 9

Ontario’s South Coast Wineries and Growers Association Annual General Meeting, Florence Estate Winery, Langton, ON

March 10

Airblast Sprayer Course, Harrow Arena, Community Room, Harrow, ON 9 am to noon

March 10

OMAFRA workshop for On-Farm Food Safety, Grey Agricultural Services Building, Markdale, ON

March 10

B.C. Tree Fruit Horticultural Symposium, Kelowna, BC

March 11

Airblast Sprayer Course, Markdale, Grey Ag Services, Mitchell Boardroom, Markdale, ON 9 am to noon

March 16

OMAFRA workshop for On-Farm Food Safety, OMAFRA building, Elora, ON

March 21

Castor Working Group Meeting, 1 Stone Road West, Guelph, ON

March 22

Moving Genomics in Specialty Agriculture, Holiday Inn, Guelph. ON

March 23

2nd Annual Hazelnut Information Day, Simcoe Research Station, Simcoe, ON

March 24

OMAFRA workshop for On-Farm Food Safety, Bloomfield Hall, Bloomfield, ON

March 26

Ontario Highbush Blueberry Growers Association meeting, Charles Stevens farm, New Castle, Ontario. RSVP 519-692-3210

March 29

Ginseng Growers of Ontario Annual General Meeting, Hungarian Hall, Delhi, ON

March 29

Day Neutral Strawberry School, Springfield Golf and Country Club, Guelph, ON. To preregister, call 613-258-4587 or info@ontarioberries.com

March 30, 31

60th Annual Muck Vegetable Conference, Holy Martyrs of Japan Parish Centre, Bradford, ON

March 31

Wm. A. Stewart Lecture by General Rick Hillier on “Leadership Traits and Leadership Responsibilities,” London Convention Centre, London, ON 7 pm. For tickets, www.aalp.on.ca

April 13 – 15

86th Canadian Produce Marketing Association Annual Convention and Trade Show, Palais des congres de Montreal, Montreal, QC

June 9, 10

2011 Riesling Experience, Brock University, St. Catharines, ON

PAGE 30 –– MARCH 2011 THE GROWER

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MARCH 2011 â&#x20AC;&#x201C;â&#x20AC;&#x201C; PAGE 31 THE GROWER

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PAGE 32 –– MARCH 2011 THE GROWER

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EQUIPMENT

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CALL ABE FIRST FOR BETTER PRICES, MORE CHOICES, FAST, AND FRIENDLY SERVICE. BUY A DIESEL ENGINE FROM THE DIESEL MECHANIC.

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Orchard Equipment for sale: • 1 FMC 250 series speed sprayer 500 gallons, $7000 • 1830 John Deere tractor with fork lift, 2377 hours, $5000 • 1 fertilizer spreader, $600 • Brush sweeper, $150

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Knight Slinger. Spreads mulch, manure, $10,500. A Case disk, ofset on rubber, 6.5ft wide, 19” blades, $850. Toyota forklift, 3000 lb, air tires, 3 stage lift, $4,800. All excellent condition.

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MARCH 2011 –– PAGE 33 THE GROWER

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PAGE 34 â&#x20AC;&#x201C;â&#x20AC;&#x201C; MARCH 2011 THE GROWER

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Vortex Packaging Niagara Inc. 3325 First Avenue Vineland Station, ON Tel. 905-562-4857 Fax 905-562-4291 Email: philshort@nbfproduce.com

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MARCH 2011 –– PAGE 35 THE GROWER

MINOR USE

Expanded control options for weeds in highbush blueberries JIM CHAPUT, OMAFRA, MINOR USE COORDINATOR, GUELPH

Weed management on highbush blueberries has been a high priority item for a number of years and the registration of Dual Magnum and Dual II Magnum herbicides will provide highbush blueberry producers with an effective and useful weed management tool.

For highbush blueberries Dual Magnum or Dual II Magnum can be applied at a rate of 1.25 to 1.75 L product per hectare in a spray volume of 150 - 300 L water per hectare. Apply to the soil as a banded application directed to the base of the highbush blueberry plants. Crop injury may occur if any part of the plants is contacted

The Pest Management Regulatory Agency (PMRA) recently announced the approval of minor use label expansions for Dual Magnum and Dual II Magnum herbicides (s-metolachlor) for control of weeds on highbush blueberries in Canada.

Dual Magnum and Dual II Magnum herbicides were already labeled for use on a wide range of major and minor specialty crops in Canada and have a proven record of providing producers with effective weed management.

through spray drift. The pre-harvest interval is 30 days.

Dual Magnum and Dual II Magnum herbicides should be used in an integrated weed management program and in rotation with other management strategies. Follow all other precautions and directions for use on the Dual Magnum herbicide labels.

For copies of the new minor use labels contact Pam Fisher, OMAFRA, Simcoe, (519) 426-2238, Kevin Schooley, OBGA, Kemptville (613) 258-4587 or visit www.syngenta.ca

Endosulfan phase-out The PMRA has released a document describing the terms of the phase-out of endosulfan insecticide from now until December 31, 2016, when the registrations of all endosulfan pesticide products in Canada will expire. Use will be limited to those crops for which growers need time to develop alternative pest control tools. Applicators must also observe new measures to protect the health of workers and aquatic environments.

Consult the document to be aware of label changes and new measures that will have to be followed by applicators. For example, for the EC formulation on tomato, pepper, and eggplant there is now a 4 day re-entry interval and the pre-harvest interval has been increased from 2 days to 27 days. For the WP formulation on those crops, there is now a 9 day re-entry interval and the pre-harvest interval has been increased from 2 days to 27 days.

Key dates for field vegetables Last date of use is December 31, 2010 on the following vegetable crops: • All product formulations: spinach, succulent beans, succulent peas; • WP product formulation: above crops and field tomatoes, sweet corn.

Last date of use is December 31, 2012 on the following vegetable crops: • broccoli, Brussels sprouts, cabbage, cauliflower, corn (sweet), rutabaga, turnip.

Last date of use is December 31, 2016 on the following vegetable crops: • celery, cucumber, eggplant, lettuce (head), melon, pepper, potato, pumpkin, squash, sugar beet, tomato.

After December 31, 2011, endosulfan pesticide may only be sold if the label includes last dates of use and other restrictions to the use pattern that are required for the duration of the phase-out period. It is expected that stocks of Thionex 50WP will have been exhausted through sale and use by mid 2012 and will have been replaced on the market by Thionex 50WP-WSP. Registrants will cease produc-

tion and sale of endosulfan pesticide products by December 31, 2014. Sale of endosulfan pesticide products by others is not per-

mitted after December 31, 2015.

Use of endosulfan products is not permitted after December 31, 2016.

Consult the full document for complete information. It can be found at http://www.hcsc.gc.ca/cps-spc/pubs/pest/_deci-

sions/rev2011-01/index-eng.php.

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PAGE 36 –– MARCH 2011 THE GROWER

MINOR USE CRAIG’S COMMENTS

Trees vs farms or bureaucrats vs common sense?

CRAIG HUNTER OFVGA Legislation varies across the country with regards to the cutting of trees. The intent of such laws, by-laws or policies is mainly to protect against unscrupulous operators who will destroy centuries of growth into an ecological disaster in just a few days. On the other hand, there are those who try to use all such legislation as eco-zealots, regardless of the circumstances.

It is just such a situation that many of our members have faced as local media and the ecofanatics have tried to keep farmers from doing what is needed to keep farming successfully. If it were only a single incident, one could put it down to bad luck, but when it is oft repeated, one needs to speak out.

The most common reasons to cut trees that I have seen in this area (other than for firewood) is to square off fields, or to provide access for drains. In the far north and in Nova Scotia I have seen major land reclamation from the forest. There they will use huge dozers and build windrows of dead trees that will see a match after a year of drying time.

Massive systematic drainage works are done while waiting, and in two years, a crop is coming off former bush or forest land.

This is much like how the land was cleared throughout Southern Ontario 200 years ago to prepare it for farming (albeit without the help of dozers!). Most original 100-acre farms kept a bush-lot to provide fuel wood, but in modern times that has become less necessary. The amalgamation of

these original 100-acre farms into thousands of acres, in some cases, has also meant the elimination of rock piles, fence lines, and indeed some of these former woodlots.

That is not to say that there are no forests left. The advent of conservation authorities and conservation councils has ensured there are plenty of forest reserves.

Most farmers still have a woodlot on their land--usually where it makes no sense to farm for topography limitations, or where they have a sugar bush or where they have actually planted trees to rehabilitate land or protect water resources. In many areas there are

new situation. I still recall a neighbour who was told flat out that he could not cut down a 10acre stand of red pine, even when he could prove his father had planted them! Later they relented when he promised to replace them with new trees which he did- with apple trees!

Land drainage is essential in most areas to ensure an early planting, good growing conditions, and a suitable base to harvest from in late wet fall weather. It may seem obvious that to drain land, the best way is with a straight line downgrade for the outlet to a water course.

still snarl fishing lines! The original intent was for both military travel and for lumbermen to access and deliver saw logs from many miles away. No opposition groups prevented them, and thousands benefit from the results today.

Does it just seem to me that many of those most opposed to cutting trees do not own any themselves? In fact, they do not need to pay for maintaining the trees or paying the land tax for the land the trees occupy! Why can the public dictate what a farmer is doing to HIS trees on HIS land when it is for the benefit

“

Can any of you remember the movie ‘Shane’? The elimination of that big stump had much symbolism for the pioneer farmer. It represented a barrier to his aspirations. mile-long lines of windbreak trees planted by growers.

It would seem that while the major lumber and pulp companies are required to reforest land, (public land which they do not own) they are also allowed to cut it later! If farmers plant a bush (on their own land) for whatever reason, they are continuously harassed when it comes time to remove it, or to modify it for a

However, it seems to take a fight to get permission if some trees are in the path. The same thing occurs when one wants to construct a retention pond. The trees will die anyway when their roots are drowned, but some still fight the cutting. As an historical note, the creation of the Trent Canal drowned massive areas, and made the Kawartha Lakes what they are today. Old stumps

of his farm? The legislation is meant to stop wholesale destruction, not interfere with good agricultural practice.

In fact, it is not just farmers that suffer public interference in their business. Just last week I read that a local golf course wanted to sell a small piece of land that was basically unused for golfing purposes.

The proposed buyer needs a

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Footnote: Since this column was written, the approval to go ahead was reached for the condo development, and a Lambton area farmer ‘won’ his case for felling trees for a drain. The sad part for both is their unnecessary legal costs to defend what should be a right.

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zoning change to put up some high-end condos. There is now backlash about the possible removal of trees from this so-called “urban forest”!! This is privately owned land, and every tree there was planted--it was just sand dunes and rough grass when the course started. The condo developer will want to save as many trees as possible to keep the whole development in as beautiful a setting as possible. Nonetheless, there are those who will fight to preserve this small area.

The fact that they have to trespass to even see it seems irrelevant.

The fact that the trees were planted by the owner is also irrelevant.

There is discussion about the loss of habitat-- squirrels, raccoons, and birds were mentioned. (No one mentioned the wino ‘jungle’ hang-out that used to be there too!) It is actually an overgrown unsightly area used to pile up mouldering logs and grass clippings plus a small nursery for greens-style grass which can be re-located. A victory over a nonsense use of a rule should prevail here. I hope so because it gives farmers more hope in their dealing with the same situation.

Can any of you remember the movie ‘Shane’? The elimination of that big stump had much symbolism for the pioneer farmer.

It represented a barrier to his aspirations. So too the trees that a farmer faces today, as he tries to wrest a fair living from a not always cooperative land.

What a victory when Shane and the farmer chopped it out and rolled it away. May all of you enjoy such a feeling of victory!

®

® ®

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MARCH 2011 –– PAGE 37 THE GROWER

New aphid control preserves beneficial insects Growers of fruit and vegetable crops including seed potatoes, brassica, cucurbits, fruiting vegetables, hops, leafy vegetables, root vegetables, pome and stone fruits, have access to a new tool for controlling aphids. Beleaf 50SG is a selective herbicide that controls several aphid species while preserving a number of beneficial insects that prey on aphids, including various beetles, mites and bugs.

Distributed by UAP Canada, Beleaf 50SG is a Group 9C product with the active ingredient flonicamid. Belonging to the pyridinecarboxamide class of chemistry, it comes in a soluble granule formulation that dissolves in the tank. The product may be applied by a boom and nozzle field spray or by air blast.

“The application rate depends on the species of aphid in the crop

Price reduced for miticide The price of Apollo ovicidal miticide will be reduced by 25 per cent says manufacturer Makhteshim Agan of North America, Inc. (MANA). The product is registered for use in strawberry, raspberry and tree fruit crops, and for outdoor deciduous and ornamental nursery species.

Apollo’s 60 to 80-day residual control offers protection against costly pests including European red mite, two-spotted spider mite and McDaniel spider mite. The early application of Apollo breaks the mite life cycle during egg development. The residual effect will help control the young motile and nymph stages of development. Adult females that contact Apollo lay infertile eggs.

Apollo’s active ingredient, clofentezine, is exclusive to MANA. It has a strong safety record with beneficial insects, and due to its highly selective action on targeted species, it is ideal for use as a primary miticide in integrated pest management programs. In some crops, Apollo can be applied as late as 15 days before harvest.

The efficacy of Apollo is greatest when applied in spray water with a pH range from 5.5 to 6.5. For pH levels greater than 7.0, MANA strongly recommends adjusting the pH level so that it falls within the recommended range. The proven penetrating surfactant LI 700® is recommended for pH adjustment as it is safe in fruit crops.

More details about Apollo and its new lower price can be obtained from local MANA retailers. MANA Canada currently offers nearly 20 branded insecticides, fungicides and herbicides from a portfolio of more than 18 strategic active ingredients.

Source: MANA news release

as well as the level of insect pressure and the amount of foliage present,” says David Strilchuk, country manager for FMC Corporation.

Aphids are known to feed by piercing plant tissue and sucking out plant juices. The damage they cause by feeding varies from crop to crop, but visual symptoms include cupping and curling of leaves, as well as mold on some crops. Aphids are also known to transmit viruses in certain crops.

In Canada, the green peach aphid is one of the major pests of concern that is controlled by Beleaf 50SG, as it is responsible for the transmission of potato virus Y in seed potatoes. Potato virus Y negatively impacts production due to the impact on tubers.

“One of the keys to effective aphid control is to apply the prod-

Peach aphid uct before populations reach significant economic thresholds associated with more serious damage and before damaging populations become established,” says Janet Porchak, national marketing and communications

manager for UAP in Canada.

Beleaf 50SG works by causing rapid feeding cessation in aphids.

It’s active on contact and ingestion, explains Strilchuk, adding that both younger and adult stage aphids are controlled by the prod-

uct. Mortality may take two to five days, depending on the rate of dehydration and insects may remain on the plant until they dessicate. The product has residual activity, lasting from one to three weeks after application, depending on environmental conditions.

From a crop rotation perspective, any crop listed on the Beleaf 50SG product label may be replanted any time after an application of the product and all other crops may be planted 30 days after the last application of Beleaf 50SG. Pre-harvest intervals for fruit and vegetable crops range from zero for several crops to 31 days for hops.

No demonstrated resistance or cross-resistance issues have been observed.

Source: UAP Canada news release

PAGE 38 –– MARCH 2011 THE GROWER

New option for suppressing powdery mildew on greenhouse cucumbers JIM CHAPUT, OMAFRA, MINOR USE COORDINATOR, GUELPH An URMULE registration has been given for Switch 62.5 WG Fungicide for suppression of powdery mildew (Podosphaera xanthii) on greenhouse cucumbers in Canada. Switch WG Fungicide was already labeled for a number of diseases on a range of specialty crops in Canada.

Switch WG Fungicide can be used for suppression of powdery mildew on greenhouse cucumbers at a rate of 775 g product per hectare as a foliar spray.

A maximum of three (3) applications per crop cycle is permitted. In general the first application can be made when the disease first appears, followed by a second application seven to 10 days later. Make no more than two applications of Switch fungicide before alternating with another

mode of action. A third application can be made if conditions remain favourable for disease development. Do not apply within one day of harvest for greenhouse cucumbers.

Switch WG Fungicide should be used in an integrated pest management program and in rotation with other management strategies to adequately manage resistance.

Follow all other precautions and directions for use on the Switch WG Fungicide label carefully.

For copies of the new minor use label contact Gillan Ferguson, OMAFRA, Harrow (519) 738-1258, Leanne Wilson, OGVG, Leamington (519) 326-2604 or visit the Syngenta Canada website at www.syngenta.ca

Fruitworm solution A minor use label expansion has been granted for Rimon 10EC Insecticide for control of cherry fruitworm and cranberry fruitworm on bushberries (crop subgroup 13-07B) in Canada.

Crop subgroup 13-07B includes crops such as highbush blueberries, lowbush blueberries, saskatoons, sea buckthorn, currants, gooseberries, elderberry, etc.

Rimon 10EC (novaluron) was already labeled for management of several insect pests on strawberries, apples, stone fruit, Brassica vegetables, peppers, beans and potatoes in Canada.

The following is provided as a general outline only. Users should consult the complete label before using Rimon 10EC insecticide.

Rimon insecticide can be applied as a foliar spray at 1.35 – 2.0 L per hectare for control of cherry and cranberry fruitworm.

Apply in 375 - 1122 litres of water per ha and do not apply more than three applications per season. Application should be made when the majority of the fruitworm population is at the egg hatch to 2nd instar. Field monitoring for this pest is vital to achieve effective control. Do not apply within eight days of harvest of bushberries.

Re-application on a 10 – 14 day interval may be required when monitoring indicates a need.

Rimon insecticide should be used in an integrated pest management program and in rotation with other management strategies. Follow all other precautions and directions for use on the Rimon insecticide label.

For copies of the new supplemental label contact Pam Fisher, OMAFRA, Simcoe (519) 4262238, Jim Chaput, OMAFRA, Guelph (519) 826-3539 or visit the Chemtura Agrosolutions website www.chemturaagrosolutions.com

MARCH 2011 –– PAGE 39 THE GROWER

The best fruit comes from growers with a vision for better disease control.

Always read and follow label directions. The Syngenta logo is a trademark of a Syngenta Group Company. © 2011 Syngenta Crop Protection Canada, Inc.

PAGE 40 –– MARCH 2011 THE GROWER

Put an end to hide-and-seek with Movento’s two-way systemic insect control Other insecticides move through the plant in a single direction often leaving portions unprotected and susceptible to insect pressures.

With two-way systemic action, Movento® insecticide moves inside the plant simultaneously in two directions - thoroughly protecting the entire plant. Movento controls insect infestations you can see and can’t see in a broad range of horticultural crops. It’s a breakthrough in insect control for fruits and vegetables.

With Movento – you’re home free.

BayerCropScience.ca or 1 888-283-6847 or contact your Bayer CropScience representative.

Always read and follow label directions. Movento® is a registered trademark of Bayer. Bayer CropScience is a member of CropLife Canada.

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