Hort symposium


Connecting with consumer is critical


Retail produce specialist advises growers tomake sure they respond positively to demand for top quality at best price.


By Susan McIver C


onsumerswant to knowabout you. Thatwas themessage delivered by Fred Fediuk,


produce specialist forOverwaitea Foods, in an address to the 2013 B.C. Tree FruitHorticultural Symposiumin Kelowna. Howtheir food is produced,what is


in it, howit is processed andwhether it is safe and nutritious are key issues for themodern consumer. “They alsowant to knowif it is


produced responsibly, taking into account animalwelfare, environmental impact and fair trade,” Fediuk said. During the past fewyears, consumers


have becomemore sensitive to price. “Theywant the best for the least


price,” Fediuk said. Responding to trends and


establishing good relationships have been key factors inOverwaitea Foods’ success for the past 97 years. Overwaitea nowowns Save-on-


Foods,Urban Fare, Cooper’s Foods, PriceSmart Foods and Bulkley Valley Wholesale. Amajor trend in recent years has


been the increasing number of Asian customers. “We have EastMeetsWest programs


in a fewstoreswhere half of the store features Asian foods and the other half western products,” Fediuk explained. Good relationships include those


with producers, especially local producers, alongwith customers. Overwaitea is the number one


supporter of local food producers in Canada, Fediuk told the audience. “Buying local is really about buying confidence,” he said.


16 British Columbia FRUIT GROWER • Summer 2013 During this past February, deemed


AppleMonth as a promotion strategy by B.C. Tree Fruits,Overwaiteaworked with the BCFGA and Sun-Rype in developing special displays in 110 stores.


Fred Fediuk


A great opportunity for Ambrosia growers...


McDougall & Sons, Inc. understands that some British Columbia Ambrosia growers may be considering having their fruit packed and marketed inWashington State this coming season. In 2004, McDougall & Sons, Inc. and Columbia Marketing International, LLC (CMI) acquired joint rights to pack and market apples of the Ambrosia variety grown in the United States.We have worked hard to establish Ambrosia quality standards that have enabled CMI to develop a very strong retail customer list. The execution of this model has created demand well in excess of supply, with extremely favorable returns for our growers. If you are a quality grower with 10 acres or more of Ambrosia plantings and have an interest in participating in our program, please contact:


Scott McDougall at (509) 665-4051


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