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Direct Marketing Report

Direct Marketing Report

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A report into the direct marketing of food in Canada
A report into the direct marketing of food in Canada

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Published by: Jayde Murphy-Stewart on Jan 20, 2011
Copyright:Attribution Non-commercial

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10/25/2012

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Direct Marketing of Agri-Food in Atlantic Canada:Situation and Outlook
Prepared by
Kelco Consulting Ltd.
May 2008
 
 
Direct Marketing of Agri-Food in Atlantic Canada:Situation and Outlook
Prepared for
Council of Atlantic Premiers
Project:
CAP 2007-04
Prepared by
Kelco Consulting Ltd.
Bruce Roberts, Ph.D., P.Ag.Gary Morton, P.Ag.Thomas McGuire, M.Sc. (Econ)Robert Royle, BA
May 2008
 
 
 
Table of Contents
Executive Summary.............................................................................................................i1.0 Introduction...................................................................................................................11.1 Study Objectives.......................................................................................................11.2 Methodology.............................................................................................................12.0 Overview of Direct Marketing in the Agri-Food Sector...............................................32.1 Industry Changes......................................................................................................32.2 Direct Marketing and the Producer...........................................................................52.3 Direct Marketing and the Consumer.........................................................................93.0 Industry Survey...........................................................................................................133.1 Survey Summary.....................................................................................................133.2 Survey Comments...................................................................................................133.3 Provincial Survey Differences................................................................................164.0 Summary of Stakeholder Interviews...........................................................................185.0 Case Studies and Best Practices..................................................................................305.1 Fox Hill Cheese House...........................................................................................305.2 Leamington Farms Ltd............................................................................................325.3 Lester’s Farm Market..............................................................................................345.4 Really Local Harvest Co-op....................................................................................365.5 Springwillow Farms................................................................................................385.6 Domaine de Grand Pré............................................................................................405.7 Finnigan Greenhouse Produce Ltd..........................................................................435.8 Jewell’s Country Market.........................................................................................455.9 La Fleur Du Pommier.............................................................................................475.10 Summary of Case Studies.....................................................................................496.0 Statistical Profile of the Industry and Economic Impacts...........................................516.1 Statistical Snapshot of Direct Marketers.................................................................516.3 Sector Economic Impact.........................................................................................526.3.1 Summary of I-O Results..................................................................................537.0 Strategic SWOT Analysis...........................................................................................607.1 Strengths.................................................................................................................607.2 Weaknesses.............................................................................................................627.3 Opportunities...........................................................................................................647.4 Threats.....................................................................................................................658.0 Recommendations for Strategies and Actionable Projects.........................................678.1 Expand Definition of Modern Agriculture.............................................................688.2 Strategic Partnerships and Alliances.......................................................................708.3 Marketing................................................................................................................728.4 Education................................................................................................................768.5 Infrastructure...........................................................................................................798.6 Regulations.............................................................................................................809.0 Summary and Conclusion...........................................................................................82

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