Title: Individual Quick Freeze Asparagus
1Individual Quick FreezeAsparagus
2The Ontario Asparagus Growers Marketing Board
- The Farm Products Marketing Act
- Processing Regulations
- 98 producers
3Industry Overview1987 1990s
- Free Trade
- Processing Price 89.54 cents/lb
- Six Processors in Ontario
- 50 Asparagus Processed
- Fresh Market Competitive
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4Industry Overview Today
- Processing Price 67 cents/lb US
- One Processor Bonduell
- 0 of Asparagus Processed
- Fresh Market COP Struggle
5The Import Invasion
- Imports 12 Months
- Competitive Advantage Threatened
- Buy Local Banner Raised
6Differentiated Product via Branded Ontario
Asparagus
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8Courtship of Processors
- June 2007 Farm Fresh Pilot
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- May June 2008 - ΒΌ Million Lbs. exported to
Michigan to Farm Fresh
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10American Processors Dilemma
- 2008 Wal-Mart sales slumped
- 2009 Wal-Mart considering imports
- 2009 Processor bankrupt
- 2009 Ontario Asparagus Export Nil
- US Processing price drops 3 cents/lb
- Time to focus on Ontario, Canada
11Why IQF Asparagus?
- Traditional Processing Industry Unstable
- Fresh Market Surplus
- Buy Local Opportunity
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12Lobby, Lobby, Lobby
- 2009 The Ontario Fruit and Vegetable Growers
Association - Innovation and Commercialization
- The Agricultural Adaptation Council Funding and
Partnerships - Erie Innovation and Commercialization
13The OAGMBs Plan
- Funding
- Farm Innovation Program
- Pilot of 5000lbs IQF Asparagus
- Naturally Norfolk Processor
- 100 Mile Market Marketing
- Partnership Focus Food Service
14The Royal Winter Fair Roll Out
15A Pilot is A Pilot
- Naturally Norfolk Inexperienced
- 100 Mile Market Financial Restraints
- Asparagus Specs?
- Pilot Salvaged
- Try Again
16Year Three 2010The Stars are Aligning
- OAGMBs Funding FIP residual
- AAC - Food Safety and Traceability Education
Program (FSTE) - Naturally Norfolk funded Rural Economic
Development (RED) - 100 Mile Market - Ontario Market Investment Fund
(OMIF)
17The Sky is Falling
- Naturally Norfolk Fails to Launch
- 100 Mile Market Partnerships Stall
- Ontario Asparagus No Processor
- The Smuckers Inquiry
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18Canadian IQF Asparagus Wanted
- Smuckers
- Sample Dilemma
- Source the Experts
- Find the Processor
- Accomplish the Impossible
- Face the Disappointment .
19Stick to The Plan
- IQF Asparagus - The Goal
- Reality Asparagus - An Issue
- Processor Negotiations
- Opportunity 2011 Harvest.
20Additional Innovative Projects
- Dehydration
- Breeding Program - Nutraceuticals
- Research partnerships with the Michigan Asparagus
Growers.
21Microwaveable Asparagus
22Grilling Asparagus
23Concept to Commercialization?
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- We Are Not Finished Yet
- Consumer Demand -The Next Level
- Processor Initiative
- Realistic Funding
- Innovation and Commercialization
24International Competition Researched
- October 2009 Peru Mission
25Canadian Embassy
- Rodrigo Santillan, AAFC, Market and Trades
Officer - Brenda Lammens, Chair, OAGMB
- Denton Hoffman, Exec. Dir. OAGMB
26Proagro International Exporter
- Only pack and market their own asparagus
- Export to the Netherlands, Japan, Spain
27Packaging and Sizing for the Customer
- Asparagus packaging is consumer driven
28Camposol new plantations
- 8 million - irrigation
- High elevation looking over the fields of
asparagus
29Lessons Learned
- Peru is very well positioned
- Food Safety and Traceability Global
Certifications. - 1990 9000 Hectares
- 2008 27,000 Hectares
- Cost of Production Increasing
30Next Steps
- Built on buy local e.g. IQF Asparagus
- Develop Traceability
- Drive out inefficiencies
- Promotion, Education and Develop Consumer Loyalty
- Be Different
31The Long and Winding Road
- Commercialization is not easy
- Stay Focused
- The Plan
- Be a Good Student
32Thank you
- Farm Credit Canada
- The Ontario Asparagus Growers Marketing Board
- Panel Members
- Audience
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