The Pick Ontario Freshness marketing strategy focuses on building awareness of and demand for the fresh, high-quality foods grown and produced in Ontario. This strategy encourages consumers to purchase Ontario foods in grocery stores, farmers' markets and restaurants across the province.

Everyone can participate in the Pick Ontario Freshness strategy - from the restaurant industry to agri-food producers, grocery stores and consumers - we all have a role to play in selecting and promoting Ontario foods.

The strategy includes:

• A consumer awareness advertising campaign designed to increase interest and demand for fresh, high-quality Ontario foods;
• An expansion of the Foodland Ontario program to include deli, fresh meats, dairy, baked goods, as well as fruits and vegetables, building to identify more products in store and in farmers' markets;
• Boosting the Savour Ontario dining program to promote Ontario foods in fine and vacation dining establishments, presented in conjunction with the Ministry of Tourism and the Ontario Tourism and Marketing Corporation.
• Developing economic opportunities through the Ontario Market Investment Fund (OMIF), a four-year, $12 million provincial initiative to promote consumer awareness of Ontario-produced foods and encourage Ontarians to buy locally. OMIF will foster partnerships and collaboration for the promotion of Ontario foods through trade events, marketing campaigns and industry research initiatives.

Pick Ontario Freshness is designed as an umbrella campaign that drives consumer demand and interest in ALL Ontario food promotions. Examples include Ontario Corn-Fed Beef, Savour Muskoka and Homegrown Ontario Meats.

Research Driven Approach

Gaining consumer insights into purchase decision making has been a cornerstone of the Pick Ontario Freshness strategy. We examined the opportunities and challenges in the branding of Ontario foods in both retail and foodservice settings, to better understand how Ontario consumers select food and the role point of origin plays in the purchase decision.

In-Store Consumer Research

In- Restaurant Consumer Research

Most important consideration when selection a menu item:

Pick Ontario Freshness Consumer Advertising and Promotion

Advertising
Comprehensive television placement is fundamental to the Pick Ontario Freshness strategy. Significant investments in coverage ensures that consumers throughout the province are encouraged to have an emotive response to the "Good Things Grow in Ontario" jingle. Through October, 2007, 90 per cent of our target market - principal grocery shoppers - have seen our commercials an average of 24 times.

TV pulls consumers to look for and purchase Ontario foods both in-store and in restaurant. A series of three commercials spots commenced in June 2007.

Related Links

Farmers' markets in Ontario:

Western Region / Eastern Region / Northern Region / Central Region

For more information about shopping local, please visit www.harvestontario.com