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Individual Quick Freeze Asparagus

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Individual Quick Freeze Asparagus The Ontario Asparagus Growers Marketing Board The Farm Products Marketing Act Processing Regulations 98 producers Industry ... – PowerPoint PPT presentation

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Title: Individual Quick Freeze Asparagus


1
Individual Quick FreezeAsparagus
2
The Ontario Asparagus Growers Marketing Board
  • The Farm Products Marketing Act
  • Processing Regulations
  • 98 producers

3
Industry Overview1987 1990s
  • Free Trade
  • Processing Price 89.54 cents/lb
  • Six Processors in Ontario
  • 50 Asparagus Processed
  • Fresh Market Competitive

4
Industry Overview Today
  • Processing Price 67 cents/lb US
  • One Processor Bonduell
  • 0 of Asparagus Processed
  • Fresh Market COP Struggle

5
The Import Invasion
  • Imports 12 Months
  • Competitive Advantage Threatened
  • Buy Local Banner Raised

6
Differentiated Product via Branded Ontario
Asparagus
7
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8
Courtship of Processors
  • June 2007 Farm Fresh Pilot
  • May June 2008 - ¼ Million Lbs. exported to
    Michigan to Farm Fresh

9
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10
American 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

11
Why IQF Asparagus?
  • Traditional Processing Industry Unstable
  • Fresh Market Surplus
  • Buy Local Opportunity

12
Lobby, Lobby, Lobby
  • 2009 The Ontario Fruit and Vegetable Growers
    Association
  • Innovation and Commercialization
  • The Agricultural Adaptation Council Funding and
    Partnerships
  • Erie Innovation and Commercialization

13
The OAGMBs Plan
  • Funding
  • Farm Innovation Program
  • Pilot of 5000lbs IQF Asparagus
  • Naturally Norfolk Processor
  • 100 Mile Market Marketing
  • Partnership Focus Food Service

14
The Royal Winter Fair Roll Out
15
A Pilot is A Pilot
  • Naturally Norfolk Inexperienced
  • 100 Mile Market Financial Restraints
  • Asparagus Specs?
  • Pilot Salvaged
  • Try Again

16
Year 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)

17
The Sky is Falling
  • Naturally Norfolk Fails to Launch
  • 100 Mile Market Partnerships Stall
  • Ontario Asparagus No Processor
  • The Smuckers Inquiry

18
Canadian IQF Asparagus Wanted
  • Smuckers
  • Sample Dilemma
  • Source the Experts
  • Find the Processor
  • Accomplish the Impossible
  • Face the Disappointment .

19
Stick to The Plan
  • IQF Asparagus - The Goal
  • Reality Asparagus - An Issue
  • Processor Negotiations
  • Opportunity 2011 Harvest.

20
Additional Innovative Projects
  • Dehydration
  • Breeding Program - Nutraceuticals
  • Research partnerships with the Michigan Asparagus
    Growers.

21
Microwaveable Asparagus
22
Grilling Asparagus
23
Concept to Commercialization?
  • We Are Not Finished Yet
  • Consumer Demand -The Next Level
  • Processor Initiative
  • Realistic Funding
  • Innovation and Commercialization

24
International Competition Researched
  • October 2009 Peru Mission

25
Canadian Embassy
  • Rodrigo Santillan, AAFC, Market and Trades
    Officer
  • Brenda Lammens, Chair, OAGMB
  • Denton Hoffman, Exec. Dir. OAGMB

26
Proagro International Exporter
  • Only pack and market their own asparagus
  • Export to the Netherlands, Japan, Spain

27
Packaging and Sizing for the Customer
  • Asparagus packaging is consumer driven

28
Camposol new plantations
  • 8 million - irrigation
  • High elevation looking over the fields of
    asparagus

29
Lessons Learned
  • Peru is very well positioned
  • Food Safety and Traceability Global
    Certifications.
  • 1990 9000 Hectares
  • 2008 27,000 Hectares
  • Cost of Production Increasing

30
Next Steps
  • Built on buy local e.g. IQF Asparagus
  • Develop Traceability
  • Drive out inefficiencies
  • Promotion, Education and Develop Consumer Loyalty
  • Be Different

31
The Long and Winding Road
  • Commercialization is not easy
  • Stay Focused
  • The Plan
  • Be a Good Student

32
Thank you
  • Farm Credit Canada
  • The Ontario Asparagus Growers Marketing Board
  • Panel Members
  • Audience

33
(No Transcript)
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