qualities as that fact that it’s hand-
He suggested promoting such asked. People need to be given ideas
p
for how to serve or snack on fruit, in sees the future in food marketing as
In summary, he told growers he
h
icked, top-quality, grown in B.C., promotional material, he advised. i
a family fruit encouraging
igh in nutrition, loved by children, e
ncreasingly volatile, but also that it’s
togetherness, a great snack, an
will pay more for better quality, for
Even during a recession, people
will be more interest and emphasis
ntering a new era, in which there
affordable comfort food and a stress
treats, for healthier food, and for on local food, in green issues, in
reducer.
food that’s better for the
environment. They’re interested in
health and nutrition.
health and well-being are key to
Surveys have shown that family food produced ethically and sufficiency are back on the agenda,
Both food security and food self-
c
organically and with natural Hughes said. For at least the next
much to the advantage of those
onsumer buying habits, so it’s very i
growing fruits and vegetables.
orchardists to play in premium
ngredients. That allows Okangan f
markets, Hughes figures.
high profile.
ive years, he believes food will be
happy about being in the fruit
Add to that, “There’s lots to be
business,” he says. “It’s Nature’s
Mart are pushed by consumers;
And, as big players such as Wal- growers to take control of their
That means now is the time for
way of saying ‘I’m sorry for the
they’re looking at such tools as a
organization and show the
brussels sprouts and turnips,’ as one
sustainability rating for their
leadership required to take B.C.’s
ad says,” he commented.
producers which they can use to
orchard industry to the next level.
show consumers they only carry
some fruits, Hughes suggested,
People have to be told how to use products from growers who care
industry organizations offering more
He envisions the grower-owned
using pears as an example. His son
about natural resources, energy
services; growing both volume and
said he hadn’t had a pear since he’d
footprints and climate change.
value; managing relationships;
innovating in everything; and having
left home. “How do I use it?” he
PICO exec urges commitment to quality
in the future,” Hughes warned.
“Greener suppliers will be essential a five-year vision and
keys to success.
strategy—all
By Judie Steeves
Then, the whole industry needs to select the top
three to test locally, in representative sites in the
T
he B.C. tree fruit industry does a poor job of
Okanagan and Similkameen for a full evaluation of each.
marketing itself. With that comment, Ken Haddrell,
PICO chief executive officer John Kingsmill told
operations manager for the Okanagan’s Plant
growers they have applied for federal funding that’s part
Improvement Company (PICO), told growers they should
of the new Growing Forward suite of programs, called
be taking a lesson from the wine industry on the
Developing Innovative Agri-Products (DIAP), for program
importance of promotion.
management, cherry and apple research and
“This is a special place, but development is affecting
development, health and horticulture research and
everything. We need to promote the whole area,” he
development, post-harvest, sensory evaluation, field
commented at November’s BCFGA horticultural forum.
Promotion, he continued, is not just advertising. It
services and testing.
begins with growing high-quality fruit—part of the promise
The DIAP program helps fund Canadian not-for-profit
to consumers to provide them with the best tree fruits—
organizations in agriculture who are involved in
and then carrying out that promise with careful handling
developing national agricultural value chains to
so it arrives on store shelves in the best possible
implement applied science, technology development and
condition.
doing pilot projects.
“We need a commitment from the industry that
He said there are multi-millions of dollars available at
everyone will participate,” he commented.
75 per cent federal funding to 25 per cent local, over the
PICO needs growers who are committed to the future
next five years.
of the industry, who are honest and realistic about their
This would allow PICO to work with the industry
desire and ability to grow new varieties of tree fruits. They
across the country to access Pacific Agri-food Research
must be prepared to upgrade their skills and be willing to
Centre cultivars and test them nationally.
put in the extra effort required to learn how best to grow
“This program (PICO) must be broadened to sustain
and harvest each variety. It’s also important that growers
it. It’s essential all commercial growers in the country
who have the right site on which to grow each become
have access to the new varieties developed at this
involved.
federal research facility,” he commented.
There needs to be an industry-wide evaluation of
“I believe this will have quite an impact on new
new varieties from breeders, growers, packers and
varieties. It could fund the coordination of grower tests,
marketers, each of whom will look at different aspects of
field services, small scale Controlled Atmosphere
each variety, he said. systems and program coordination,” he said.
12
British Columbia FRUIT GROWER • Winter 2009-10
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32