New Projects Supported By Ontario Market Investment Fund
Re-inventing the Kitchener Market
The Kitchener Market is focusing on local food with a comprehensive marketing campaign beginning in spring 2010. The market's newly-renovated upper level will set the stage for ongoing programming that includes cooking demonstrations, themed events and recipe giveaways featuring local chefs, farmers and other businesses. Activities will also include regional radio and newspaper advertising as well as point-of-purchase signs, cross-marketing with local restaurants and a presence on the 'Foodlink" website. The Province is contributing $45,000 to this project.
Cross-County Local Food Branding
The Creemore 100-Mile Store is teaming up with the Clearview Eco-Action Network (CLEAN) to build and market a local food network in Simcoe County. The partners are looking to make connections among provincial and municipal governments, non-profit organizations, farmers, chefs and businesses to strengthen the local economy. Among the activities will be creating a self-guided culinary tour involving local breweries, wineries and hospitality/service businesses in the area. The Province is contributing $75,500 to the project.
Farm Fresh Fare 2010
Green Living Enterprises, along with Slow Food Toronto and the Evergreen Environmental Foundation will build on the success of Farm Fresh Fare 2009 with a bigger and better event this spring. The Fare will be held at the Green Living Show, a three-day consumer event featuring all things green at Toronto's Direct Energy Centre in April, 2010. Visitors buy tickets that they can redeem at 20 culinary stations offering food samples made from Ontario's finest produce, meats, and dairy. There will be approximately 20 Ontario producers featured at the event, partnering with up to 30 chefs. The Province is contributing $91,965 to the project.
Ontario Organics Pavilion at the Green Living Show
The Organic Council of Ontario works to demonstrate to consumers that they can buy local and organic at the same time. As part of its efforts, a pavilion at the Green Living show in Toronto in April, 2010 will have 12 booths at which council members will promote their products, and display materials including a "Where to Buy Organic in Ontario" map and guide. The Province is providing $21,630 to the project.
Go Ontario Snack Bar
Shandiz Trading Incorporated and EcoSource Mississauga are bringing all-Ontario, nutrient-packed snacks to Ontario schoolchildren. The granola bars are made of Ontario cranberries, cherries, apples, organic oats and honey, and are part of a hands-on education program centred on the benefits of eating local. The Province is contributing $92,250 to the project.
Promoting Ontario Pork
Ontario Pork is building consumer awareness of its' members products through targeted consumer marketing materials featuring the organization's logo, as well as radio, internet, newspaper and transit advertising. The campaign also aims to educate consumers about the benefits of pork and the contributions of pork producers to Ontario's economy. The Province is contributing $75,000 to the project.
Marketing Research and Plan for Local Organic Food Co-ops
The Ontario Co-operative Association and Carrot Cache Community Resources are organizing an umbrella group to act as a resource for the increasing number of local organic co-ops in the province. The aim is to have an organic co-operative association to carry out research, share business knowledge and information, pool resources, and support one another to be successful. The Province is contributing $34,500 to the project.
Promoting Ontario Mushrooms
Many people are not aware of the nutritional benefits of mushrooms. The Ontario branch of the Canadian Mushroom Growers' Association is working to change that with a comprehensive marketing plan. A benchmark survey will be followed by a public relations campaign including a celebrity spokesperson, industry experts, radio and television. The project will also encompass the use of social media such as twitter, podcasts and message boards. The Province is contributing $50,000.