Canada welcomes about 250,000 new Canadians every year from many countries. The changing demographics open an opportunity for a whole new suite of potential food crops, particularly vegetables, to grow and market in Canada. These vegetables are collectively known as world crops, ethnic vegetables, or ethno-cultural vegetables. As a general definition, ethno-cultural vegetables are not traditionally grown in Canada nor were they introduced by European settlers.
Recognizing this as a significant market and crop diversification opportunity for Canadian agriculture, Vineland Research and Innovation Centre embarked on a multi-year consumer research program. “The majority of new Canadians are coming from South Asian, Chinese and Afro-Caribbean heritage with completely different dietary needs and wants,” explains Dr. Jim Brandle, CEO of the Vineland Research and Innovation Centre in Ontario. “In urban cities such as Vancouver and Toronto, over 50% of the population will be visible minorities by 2017 and by 2031, 63% of the greater Toronto area population will be visible minorities. This presents an opportunity for a whole new suite of potential food crops.”
The project was initiated in 2009 and the first step was a survey conducted by the University of Guelph to ask people for more information about vegetable preferences, market and sensory expectations. A consumer survey was conducted on-line with participants from every Canadian province and key export states New York and Pennsylvania represented. From the survey, some of the potential vegetables identified were yard long bean, okra, Asian long purple eggplant, bok choy, Chinese red hot pepper, kaddu, callaloo and others.
“The survey results showed that every year in Canada $396M is spent on vegetables by the South Asian community, $252M by the Chinese community and $84M by the Afro-Caribbean community,” says Brandle. “However, the national market is primarily served by imported produce. For example, the okra market alone is over $26M per year, all of which is currently imported in season. Combined with other imported produce, this shows strong potential for growth in the future.”
Feeding Diversity
Production trials were conducted at the Centre and on farmer’s fields in 2010 and 2011. The 2011 varietal trials included 1.5 acres of replicated trials of six new world crops, three varieties of each comparing plant performance and productivity. “To move this innovation forward we need growers, research and agricultural technology together so we can grow a decent crop at a decent price that meets the quality requirements of the market,” explains Brandle. “As well, we need supply chain distribution and retail to get it into the hands of the right consumers.”
To accomplish their goals, the project brought growers together with selected distributors and consumers to understand the supply chain. A speed dating event was organized in 2011 to bring together innovative growers and buyers, which resulted in contracts for 50 acres of new world crops in 2012. “All of the 2012 produce made it to various retail locations and was sold,” says Brandle. “In 2013, we expect to grow 200 acres of new world crops and continue expansion after that. It is really a simple straight forward idea, but the complexity is in getting the right crops grown at the right price and sold into the hands of people who want them.”
From the production trials, a basic production system for some of the crops was developed and provided to growers. Researchers will continue their trials and work with growers to refine the production system. “We know there are pests, diseases and insects and now need to look at the usual details of the production system and tweak them for growers,” says Brandle. “As we expand production to 5,000 to 50,000 acres, we will likely need a different supply chain and larger players as well.”
“We have a mix of both experienced innovators and new growers looking to get started,” says Brandle. “We are supporting any growers who are interested and will foster success in all of those farmers. We are seeing a great mix of growers that probably better reflects the demographics of the country compared to more traditional field crop production. Many were farmers back home and may find supply chain linkages a bit easier.”
The project is in the last year of current funding, but expects to access new funding to continue the program. “We started the program here in Ontario as a pilot, but plan to create a National World Crops Program across the country,” explains Brandle. “Cities such as Vancouver and others have similar demographics and this program can be expanded and refined to work for BC growers and others in different geographic locations.”
Along with food crops, other opportunities have been identified in floriculture and other areas. “The changing demographics also bring a totally different suite of cultural holidays, opening markets for floriculture and other products,” says Brandle. “We need to change what we grow to meet some of these new markets and then build innovation and commercialization from there. The new world crops program creates new opportunities for innovative growers and for new growers new to the business and wondering where to start.”
“Changing demographics drives innovation. This project is about getting culturally appropriate vegetables into grocery stores as quickly as possible using Vineland’s distributed and open model of innovation,” says Dr. Jim Brandle.
Contact:
Dr. Jim Brandle
Ph: 905-562-0320 x757
Email: [email protected]
www.vinelandresearch.com