Study finds growing interest in local B.C. food
May 28, 2018 – Victoria, British Columbia – Agriculture and Agri-Food Canada and the BC Ministry of Agriculture
When making a trip to their local grocery store, farmers market, or going out for dinner, B.C. residents are strongly influenced by their interest in supporting the local economy, and their desire for food that is fresh and safe to eat. The findings released today are part of a B.C. Agrifood and Seafood Domestic Study funded by the federal and provincial governments under Growing Forward 2.
A key finding from the study is that B.C. residents would be more inclined to buy B.C. products if there was a broadly recognizable "From B.C." logo or seal identifiable on the product.
Another finding is that while residents are buying B.C. products primarily from mainstream channels, diversification is taking place with more than 60% of people also purchasing local products at specialty stores, farmers' markets, and from emerging channels such as subscription and delivery services.
The B.C. Agrifood and Seafood Domestic Study had the following objectives:
- Identify consumer segments in B.C. that are currently purchasing local agrifood and seafood products;
- Determine what local agrifood and seafood products they are consuming;
- Uncover motivations for buying local agrifood and seafood instead of other competitive products;
- Assess where they shop for local agrifood and seafood products;
- Determine where key consumer segments are located in B.C.; and
- Gauge the degree to which these segments are influenced by different "Buy BC products" messaging and promotions.
The participants in the study were B.C. residents, 19 years and older, who do at least some of the grocery shopping for their household in the Mainland/Southwest, Vancouver Island/Coast, Thompson/Okanagan/Kootenay, and Cariboo/North.
"The results of this study are one more tool to help British Columbia's producers and processors capture more of the domestic market by identifying their local consumers and better understanding their needs. By investing in the agriculture and food system, our Government is ensuring continued growth and prosperity for this key sector of our economy, which provides one in eight Canadian jobs."
- Federal Minister of Agriculture, Laurence MacAulay
"We are building the local market for B.C. foods and this study provides much-needed insight as we look to increase consumer awareness of B.C. agriculture and seafood products. We will continue to work closely with the hard working people in our sector, and together, ensure their success by generating good, well-paying jobs and revenue in communities throughout B.C."
- British Columbia Minister of Agriculture, Lana Popham
The B.C. Agrifood and Seafood Domestic Study received $172,000 in cost-shared funding from the governments of Canada and B.C. under Growing Forward 2.
The five-year, $3-billion Canadian Agricultural Partnership, launched on April 1st, includes $2 billion in cost-shared strategic initiatives delivered by the provinces and territories, and $1 billion for federal programs and services.
The Canadian Agricultural Partnership replaces Growing Forward 2, the five-year federal-provincial agreement that ended on March 31, 2018.
Director of Communications
Office of the Honourable Lawrence MacAulay
Government Communications and Public Engagement
Ministry of Agriculture
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