Musings


Promoting our products is no less important than growing them.


P


romoting the industry and its products is an important activity for any agricultural association. While the BCFGA has limited resources, we place a priority on educating the public about our industry and its healthy, locally-produced products. The public is genuinely hungry for information on how their food is produced.


A key factor in BCFGA’s industry promotion effort is partnering with other organizations. In the past and present, we have partnered with the New Variety (Ambrosia) Development Council, BC Tree Fruits, Summerland Varieties Corporation, the provincially-funded Tree Fruit Industry Development Fund, BC Investment Agriculture Foundation, the Canadian Horticulture Council, and the BC Agriculture Council. We also recently joined the Ag More Than Ever movement, which was founded by the Farm Credit Corp.


It is an extensive list of partners, and we thank everyone who has and will partner with the BCFGA in promoting the tree fruit sector.


Promotion and community outreach requires participation by many BCFGA staff and growers. Over the past few years we have dedicated a lot of time raising our profile in the community. In the past we have participated in the Rotary Children’s Festival in Penticton and the YMCA Children’s Health Fair in Kelowna, giving us an opportunity to meet with parents and children. These fairs allows us to interact with consumers in a grassroots setting —allowing for sampling and questions.


We worked closely with the Rutland Scarecrow Festival organizers. They established the project a few years ago. Now we are going to go to the Salmon Arm Fall Fair, as the BCFGA participates in a project for up to three years before moving to a new location. By rotating locations, we keep the interaction with local consumers fresh, and we cover more ground.


Meeting consumers in their local surroundings and supporting growers in a particular region helps to foster closer ties to our consumers, promoting local agriculture.


One long term project for the BCFGA 16 British Columbia FRUIT GROWER • Fall 2015


By Fred Steele It’s vital to go where the people are


is the Interior Provincial Exhibition (IPE) — the second biggest fair of its kind in BC.


We have done both education and sampling over the years. In previous years we sampled the early apple variety Sunrise at the BCFGA booth, but this


year we are sampling Gala because the season is so far advanced! We are always well received and have a story to tell for both children and adults.


Probably the biggest undertaking in recent years has been the Agribition in Regina. Agribition is held in November and caters to crowds of about a quarter of a million people in the course of a week. It gives us a chance to promote Ambrosia and the industry to consumers on the Prairies.


After running the program for three or four years we recently turned the project over the the New Variety (Ambrosia) Development Council. The NVDC is doing a great job and I still like to participate by volunteering at their booth.


The National Apple Competition in Toronto has brought considerable recognition to our product and its quality (the media are always interested in stories of the achievements and awards of local producers). Coverage even extends outside of the Okanagan to Vancouver. This type of coverage is especially important as we make the transition to a quality based product where returns are higher — by building the status and image of the product. The Royal Agricultural Winter Fair has highlighted a number of success stories when it comes to BC fruit. The Agriculture in the Classroom


Foundation operates the School Fruit and Vegetable Nutrition Program. While the BCFGA is not directly involved in the operation of the nutrition program, it advocated that it be introduced into all schools when at the time it was only in one-third of BC schools. Now, 100 per cent of schools in the public system, plus aboriginal schools are included. This is a great way to create healthy eating habits which will naturally generate demand for our products. The budget for this project comes primarily from the Ministry of Health, with support from the Ministries of Education and Agriculture. Wherever and whenever we connect to the public and future consumers, through media and programs, and with the support of other farm organizations across the country, this generates interest and maintains “top-of-mind” recognition for the BC-produced tree fruits. BC tree fruit products have a stellar reputation across the country. Promotion is a key factor for the success of the industry. Most of the time people associate the BCFGA with resolving industry problems and developing proposed solutions to governments at all levels. Although we work in those areas, promotion is a key component in identifying with the public. A positive public image goes a long way to preventing problems before they occur!


Communicating directly with those who support our product allows us an advantage regardless of where that might be especially in Western Canada. Growing and producing first quality is one thing, promoting the product is equally important. We are always open to questions and dialogue with consumers.


— Fred Steele is president of the B.C. Fruit Growers’ Association.


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