cover story Golden opportunity


Province’s promotion money tight, but ag minister sees Olympics as chance to give our products some excellent international exposure.


By Judie Steeves T


he 21st Olympic Games in Vancouver this month present an opportunity for B.C.’s berry


industry to showcase its products to the world, as well as to domestic markets, says B.C. agriculture minister Steve Thomson.


There will be industry-specific opportunities throughout the 2010 games to promote B.C. berries, he noted in an interview.


Thomson said the ministry also wants to increase agriculture’s profile with the public with a branding program, but said cost is an issue. Elements of a program are already in place, including the school snack program using local produce; the farmer’s market program and the restaurant industry’s Eat B.C. program.


All of it should be under a single umbrella, he believes.


However, the provincial government isn’t in a position right now to launch a new promotional program to encourage purchase of locally-produced food such as B.C. berries. Thomson said he is working with the B.C. Agriculture Council and the food processors’ association to use the equity the BCAC has in the Buy B.C. program. That would allow the use of the existing logo and licensing in the short term, until the province is in a position to embark on a broader program.


He commended the industry for its focus on marketing, particularly efforts by the blueberry council to build on the positive aspects of berries for the health of consumers, and also their quality here in B.C.


“The blueberry council does great work,” he said.


Agriculture Minister Steve Thomson tours a Surrey blueberry farm with owner Paul Gill (right) and B.C. Blueberry Council executive director Will Van Baalen (centre) to celebrate Blueberry Month in B.C.


Government works with the berry councils on such initiatives as well as helping industry out with such programs as Growing Forward and the Environmental Farm Plan program, he said.


As well, government is supporting cranberry growers to help establish a cranberry research farm in the Delta area to improve productivity and breed new varieties.


He admitted these are difficult times not only for government, but also for producers, with a stronger dollar making export prices higher and such difficulties as an expanding blueberry crop forcing prices down. He anticipates continued price pressure on blueberries, but figures the industry is heading in the right direction, with efforts directed toward


6 British Columbia Berry Grower • Spring 2010 marketing and promotion.


Thomson was named B.C.’s Minister of Agriculture and Lands in June, a month after he was first elected to represent the Kelowna-Mission riding in the B.C. legislature.


That meant an interesting switch in hats for the former agriculture sector lobbyist, who now finds himself in the position of listening as the various agriculture sectors lobby him. Thomson was raised on a century-old Kelowna farm that is still in the family. He served as general manager for the B.C. Milk Producers and in 1992 became general manager for the B.C. Fruit Growers’ Association. During that time he was elected president of the Kelowna Chamber of Commerce and he went on to serve as chair of the provincial body.


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