Changing tastes create opportunities for fruit growers; fresh product demand on rise
Prairie fruit growers have the home court advantage when it comes to selling produce because Canadians spend twice as much on fresh fruit as their U.S. neighbours.
Melissa Strom calls that an opportunity for Saskatchewan.
“The trend is to be more healthy, and fruit sales are expected to go up,” she told the Saskatchewan Fruit Growers Association conference in Saskatoon Jan. 16.
“Understand the environment you’re operating in.”
She said growers and processors need to find their place in the marketplace and develop a brand.
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They also need to set prices that are in line with potential buyers’ demographics and income levels. Strom said Saskatchewan has less than one percent of Canada’s fruit growers and processors, so higher prices are possible because of lower quantities.
Saskatoon berries make up half the province’s fruit crop.
Strom said tackling niche markets makes sense.
“Go for a larger piece of a smaller pie.”
She also advised growers to keep abreast of consumer preferences.
She said the current decrease in toast consumption translates into decreased jam sales, while fresh fruit sales are rising because of a trend toward healthier lifestyles. Blueberry sales are set to match those for apples.
Global trends include pre-packaged food and food with links to ethical and environmental messages.
Strom said more than 80 percent of shoppers go online to compare prices and seek information. Some may pay 15 percent more for goods with perceived health benefits, while two-thirds are drawn to locally made or made in Canada items.
“They will shop around for the best value.”
It’s important to find the market that is the best fit for the product, she added.
Strom said an online and social media presence combined with interactivity is key.
An example is the popularity of campaigns to create new potato chip flavours.
She said Facebook users tend to be older than 45, while Pinterest is predominantly female and Reddit is mostly male.
Student projects through the University of Saskatchewan and the Canadian Agri-Marketing Association provide free services to help producers get started with primary market research and marketing plans.
Peter Rhodes, who grows black currants and raspberries near Saskatoon, said involving marketing students is an opportunity for all involved.
“It helps me, it helps the younger generation and it puts us together,” he said.
“It gets the message out.”
Rhodes produced six tonnes of black currants last year, mainly for wineries and U-pick markets, and is considering freeze-drying his product.
“When I started, I couldn’t give them away,” he said of his currants.
Merv Zerevinsky of 5 Skies Orchard and Everyday Farms at Clavet, Sask., advised growers and processors to work with the food development centre, government fruit experts, grower groups and trade organizations such as the Saskatchewan Trade and Export Partnership.
“Know where you are going, what you are doing and how to get there,” he said.
“When you start with a budget, make sure it’s well funded. You don’t want to skimp on money to get started.”
Contact karen.morrison@producer.com
