Ontario Farm Fresh Marketing Association

Providing knowledge and leadership to grow the farm fresh experience.

Fresh Facts
Newsletter #274
January 2012
Volume 27, Number 1

Presidents Message
New Years resolutions make me anxious. Every January, when the topic of resolutions arises, I panic. I mean, where to start? Should I resolve to lose a few pounds? Maybe I should exercise more? Perhaps this is the year to finally live the more organized life that I dream of? What I know for sure is that Im not going to really stick to any of these things. So I leave the resolutions to others. Have your diets, your gym memberships, and your perfectly organized closets, I say jealously. Im going to have to opt out of this New Years tradition for another year. January is, for me, less about resolutions and more about dreaming. Like most other farms, Springridge is closed for the season. This is the time when we take a long look back on the previous year. Like you, were talking about what worked well and were looking critically at what wed like to change. Sometimes this is really hard for me to do I should probably learn to go a bit easier on myselfbut thats difficult. At this time of year, the next season seems so far away that it feels easier to dream big, doesnt it? It feels like we have time again to ask questions like: What if we Why dont we and How could we The days may be shorter and the weather may be worse, but the imagination runs wild at this time of year. I love that about January. My wishes for you this year: May the sun shine on busy weekends May the rain fall only at night in perfect amounts May you be happier than ever May your good health remain May 2012 be full of success and prosperity A very Happy New Year to you and yours -

Inside this issue:

Membership News Check your Entrepreneurship Horsepower Ontario Fruit & Vegetable Convention details Making the most of your conference experience Upcoming Events

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Planning in threes
Nows the time to be planning, deciding and implementing to make 2012 your best year ever. To help get you started, sit down with a few of the best minds and hearts in your business and invest an hour or so to answer these simple questions 1. What are the 3 most important things we need to do to improve or grow our business next year so that we achieve our profit commitment? 2. What are 3 things that we do that tick off our customers...and what will we do to eliminate them? 3. What are 3 important things that any of our competitors do better than we do - and what will we do to fix that so that were clearly better than them? 4. We are what we communicate. So, what 3 gutsy things will we do in 2012 to more effectively promote our business and communicate our total value offering? 5. What are the 3 biggest expense items on which we can save money in 2012...and, specifically, how will we achieve those savings? For each idea you come up with and commit to, be clear about who will do what, by when and measured how, to make it happen. Failure to implement effectively is one of the biggest challenges in most businesses today. Remember, businesses do not die from a single shot to the head. They die, slowly but surely, from a thousand uncompleted tasks. To see the complete list go to www.donaldcooper.com and check out his November newsletter.

Jesse Lauzon OFFMA President

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Fresh Facts

MEMBERSHIP NEWS
Membership fees are now due
Invoices were sent out earlier in January. Take advantage of the early bird rate, save $30 and renew your membership before February 23, 2012. Its the best $139 you will spend this year. OFFMA welcomes the following new members. Make the most of your membership participate whenever and wherever you can. Don & Wendy Colcuc Berrylicious Fruit Farm Burgessville 519-424-3147 Richard & Sandra Frayne Windwood Farms Beamsville 905-401-0515 Maude Roy & Wendell Joyce Sunflower Farm CSA Oxford Mills 613-482-9439 Chris & Ruby Lennox Lennox Family Farms Kenilworth 519-848-3065

Congratulations to Anita Stewart for being appointed to the Order of Canada.

Anita is a long time friend of OFFMA and last February, OFFMA awarded her with our inaugural Food Ambassador Award at the annual banquet. We described Anita as the original locavore. Someone obviously took notice because this year she will be awarded with an Order of Canada. Anita grew up in rural Ontario and was always interested in cooking and baking, but it was co-writing a cookbook for her sons elementary school that got her going in food writing. Since those early days Anita has authored or co-authored more than a dozen books. She describes herself as a culinary activist and has always applauded Canadian farmers for all the hard work they do. Decades ago, her presentations focused on the amazing work that was being done in rural landscapes. Thank you for all your hard work, Anita!!

Be always at war with your vices, at peace with your neighbours, and let each new year find you a better man. -Benjamin Franklin
This is your newslettermake it relevant to you and your business. Have you read a business book that would help other members with their businesses? Looking at selling a machine that you have outgrown? Why not write a short note or send the classified ad details to Cathy and it can be included in the next newsletter.

Congratulations to Jerry Howell from Howells Family Pumpkin Farm and Chick-nmation. He was presented with the Premiers Award for Outstanding Ontario College Graduates in Technology. Award recipients represented the highest levels of achievement in business, community services, the arts, health sciences and technology that have excelled in their respective careers not only in Ontario but across Canada and around the world. Jerry is centred in the picture here with Deborah Newman, Deputy Minister of Training, Colleges and Universities and Glen Murray, Minister of Training, Colleges and Universities.

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Check your Entrepreneurship Horsepower

by Carl Fletcher, OMAFRA What makes someone an entrepreneur? Are you the entrepreneurial type? The following self test is based on the results summary of the Entrepreneurial Potential Self Assessment found on the Advice Centre-Benchmarking Tools section of the Business Development Bank of Canadas website at www.bdc.ca. The questions are based on research and observations of Canadian entrepreneurs in all industry sectors. In general entrepreneurs score higher than the general population for the traits summarized in the survey. This self test rates three aspects of entrepreneurship: Motivations, Aptitudes and Attitudes Whats my entrepreneurial level? Your Motivations Motivations are factors that determine behaviour. They are the underlying reasons that induce someone to act. Need for achievement / success Need for power / control Need for challenges / ambition Need for self-sufficiency / freedom ____high, ____medium, ____low ____high, ____medium, ____low ____high, ____medium, ____low ____high, ____medium, ____low

Your Aptitudes Aptitudes are natural inclinations, competencies, and abilities. Certain aptitudes predispose someone to be an entrepreneur. Perseverance / Determination Self Confidence / Enthusiasm Tolerance towards ambiguity / Resistance to Stress Creativity / Imagination ____high, ____medium, ____low ____high, ____medium, ____low ____high, ____medium, ____low ____high, ____medium, ____low

Your Attitudes Attitudes are made up of perceptions, our feelings about something. They are judgements we make, ways of looking at things. Perception to act upon ones destiny Action oriented ____high, ____medium, ____low ____high, ____medium, ____low

Results The more high ratings you score the more you fit the entrepreneurial type. Clearly taking the original test of the 50 more direct questions gives a more complete test and I encourage readers to do so. Certainly no one test is the be all and end all in determining a persons entrepreneurial potential but it does allow you to compare yourself against a group of entrepreneurs and see how you compare. Ironically many of the very same attributes that favour starting a new business can, if not managed appropriately, can have negative impacts on business growth. In business, people supply goods and services to meet the needs of other people we call customers. Customers drive sales, cash flow and profits. People relationship skills are crucial to both customer service and managing the people hired as the business grows. Successful entrepreneurs learn to balance their strong entrepreneurial tendencies of relying on themselves to do and control everything with the need to create a team that brings needed expertise to the business.
Carl Fletcher is a Program Lead in Strategic Business Planning with OMAFRA. He can be reached at 1-888-466-2372 ext. 3235 or by email at carl.fletcher@ontario.ca

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Fresh Facts

February 22 & 23, 2012 Scotia Bank Convention Centre, Niagara Falls www.ofvc.ca Ontario Fruit & Vegetable Convention
Direct Farm Sales Session 2 days of learning! Wednesday, February 22, 2012 9:30 10:30 10:30- 11:30 Way to Grow! Understanding HR trends to grow your business Michelle Painchaud, Painchaud Performance Group The Power of the Pen Elaine Charal

Celebrating 10 Years of learning and networking New Location New Sessions

11:30 12:00 OFFMAs AGM 2:00 2:30 2:30 3:00 3:00 3:30 3:30 4:30 Agri-Tourism in the Niagara Region Marg Land, Annex Publishing Motivating your staff to be the best Nicole Judge, Spirit Tree Cidery What the consumers are saying about on-farm markets, 2011 Survey Findings Doug Vallery, Experience Renewal Solutions Round Table Talks Amy Strom, Stroms Farm

Thursday, February 23, 2012 9:30 10:00 Hashtags or Dollar Sign How to use Social Media Effectively, Trevor Herrle-Braun, Herrles Country Farm Market and Niki Hilton, Springridge Farm 10:00 12:00 Advanced Social Media Workshop - taking it to the next level for those who Tweet, Rebecca LeHeup, OCTA 2:00 3:00 3:00 3:30 Your Prescription for Increased Sales connecting with health conscious consumers, Judy Scott Welden, Welden Scott Communications Foodland goes Farm Fresh Barb Smith, Foodland Ontario

For a complete listing of the many offerings, go to www.ofvc.ca Embassy Suites by Hilton Fallsview Hotel Official convention hotel Convention rate of $125 + taxes per night Fallsview suite Daily hot breakfast included Complimentary drink tickets included Valet parking Call 1-800-420-6980 Complimentary shuttle bus from the Embassy Suites only. Scotia Bank Convention Centre is only 2 blocks away Sweetheart of a deal - Register before February 14th and SAVE!! Registration forms are included with this newsletter.

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Handwriting and Tim Hortons Logo!

By Elaine Charal Handwriting tells a very tall tale where business logos are handwritten or a certain script is used for the logo. Tim Hortons has a positive logo with an abundance of dynamic qualities. The slant of the logo is forward, suggesting the company has a desire to reach out to others, and really cares about the service they give. The baseline of their logo is steady, indicating the company is reliable, dependable and sincere. The t-bar in both Tim and Hortons is firm, suggesting firm willpower, projecting the company has similar strong willpower. The very rounded i-dot in Tim indicates loyalty toward the company and toward their customers. The close i-dot to the i-stem suggests the company cares deeply about detail. The star in the capital H of Hortons indicates tenacity: This suggests the company will not give up until every possible aspect of a scenario has been explored. The greek e against the r in Hortons indicates a love of learning and challenge, and a need for harmony, indicating similar qualities in the company. The deep v-wedges in the ms and ns within the logo indicate the company to be extremely analytical in their research and approach to what they do. The corresponding upper wedge in the m and n suggests investigative ability, and projects that the company will trail-blaze rather than being directed by what other companies do. The sharpy-pointed letter s in Hortons indicates steadfastness to a course once the company has it set. The t-bar being in the upper portion of the t-stem in Hortons indicates the company will not hesitate to set high goals. The letters of the logo all being connected suggests the company has a logical, sequential mind-set and suggests a good ability to solve problems!
Elaine will be doing a presentation about how you can hire by looking at the candidates handwriting. After her presentation she will also be available to review your handwriting.

2nd Annual Ontario Sweet Cider Competition held at the Ontario Fruit & Vegetable Convention February 22, 2012

Hiring and Keeping Employees

with Michelle Painchaud Tuesday, February 21, 2012 Crowne Plaza, Niagara Falls See reg form for additional info

Pre-Convention Workshop

Open to all Ontario cider makers, including those who use a custom press. Both fresh and previously frozen entries are welcome to be judged. Two, 2 litre jugs of cider need to be submitted for judging on February 22nd.

OFFMAs Annual Award Banquet Tuesday, February 21, 2012 Crowne Plaza, Niagara Falls

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Fresh Facts

Making the most of your conference experience

January to March seems to have turned into the season for farm conferences. There are several to choose from in many geographic locations. It makes sense because for many farmers it is the most downtime of the year and perhaps the only time that farmers can get away and learn some new techniques, skills or just find out what has been happening in other parts of rural Ontario. It takes time and money to attend conferences, so you want to make sure that both of these precious commodities are well spent. Here are a few tips on how you can get the most out of any conference you attend.

you the opportunity to assess potential directions available to your business. At the end of the day, review your long list of good ideas and be selective. If you end up implementing one idea and it addresses a long-standing issue, the time invested in attending the conference was well spent. 3. Use e-mail to keep yourself on track E-mail is a convenient way to remind yourself of to-dos regarding ideas, contacts and projects back home. E-mail yourself at least once or twice a day. That way youll clear some brain space to take in more!! The only caveat for e-mails is to beware of getting sucked into reading the mail piling up in your inbox while at the conference and missing out on whats going on around you. Limit your e-mail reading and focus instead on making quick notes now about things that might slip your mind later. The same is true for all forms of social media. Focus on what is happening at the conference not on your Blackberry, there is nothing more off putting than talking to someone as they keep checking their smart phone for messages. 4. Write a daily summary of what you learned When in a session, try to be an active rather than a passive listener. Think about the information you are being given and how you can apply it to your operation. Be realistic: if you wait to write summaries of your experiences and findings until you are on your way home or worse, back in the office, it probably either wont happen or at best will be a superficial overview. Too much information will have accumulated to sort through easily, and youll start spending time on daily business matters instead. Try using breaks and a few minutes in the evening at the conference to go back to the initial planning outline and write summaries that focus on your key issues. Consider carrying an AHHA sheet or pad with you. When the light goes on, jot down your idea. Be succinct and specific. 5. Share all of your ideas and experiences with your staff. Sometimes good ideas languish simply

1. Plan Ahead The days leading up to departure for a conference are often packed with last minute assignments, meetings, instructions to leave behind as well as packing for the trip. However if you find the time to start bridging the distance between what faces you at home and what the conference offers, youll have a better chance of focusing on information and ideas relevant to you. As you prepare, consider both the type of information your business needs most and how you will disseminate that information when you return. It is also beneficial to print off the schedule of presentations at the conference, especially if there are concurrent sessions offered. Make sure to highlight the one that are most relevant and that you dont want to miss. Take note of locations and times so you are not studying the brochure in the halls between sessions. 2. Set realistic expectations Understand the reality of how much you will be able to do when you return from the conference. You might collect a hundred great ideas and act on only one. Does that reflect a lack of competence? Definitely not. What it does show is a strong grasp of reality and an ability to focus. Remember that change is incremental, and choosing a direction may be as important as taking strides toward change. Attending a conference gives

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because we think they are not sufficiently organized to share with others. We should realize that our staff will often pick up on the interesting and significant points we pass along, even if they are not polished. Pass ideas along, and dont worry about how rough they seem. Its the content and the thinking around it that counts. 6. Divide and Conquer the program If you are planning on sending a team of staffers to a convention (which can be a very good idea), make sure you get together before you leave for the event and plan ways of splitting up the conference to get the most information back to your business. Consider the interests of each individual, as well as the need of your business. Think about individual learning styles. These considerations will help you decide who goes to what session. Once you are back home you can re-group and share what everyone had learned. Dont forget about the trade show. Often vendor fees are a significant contribution to the expense of hosting a conference. It may be your best shot at looking at equipment, supplies etc., and talking to a representative about the items. Often there is special conference pricing and you can get a deal on something you need. 7. Network, network, network This hint may be a no-brainer, but it isnt always easy to strike up a conversation with other attendees you dont know. Talking to strangers is difficult at first. Make a commitment to practice introducing yourself and describing your business to table companions at meals or neighbours in sessions. Find out a little bit about these people as well. It only takes a few repetitions before you are very comfortable with the concept. If you decide to make the effort, the reward is a much richer and probably more fun conference experience, one that may yield references, resources and collaborations down the road. Dont forget to take business cards and even copies of your brochures if you are looking at making connections that may come in handy down the road.

8. Go with an open mind Attend sessions that will introduce you to new ideas rather than those where you might feel the most comfortable. Try to arrive at a balance between seeking validation for directions you have taken, both safe and risky, and allowing yourself to be introduced to new or different perspectives and practices. Successful farmers get their inspiration from outside the farm industry. They read consumer magazines, learn new software, read books and attend seminars outside of the industry. When you decide to seek out alternative approaches and differing strategies, you may benefit by discovering useful ideas that could be applied to current or future challenges. 9. Set up an action plan with milestones If you have decided to heed some of the hints in this article, you will return home to an inbox of notes that will jog your memory, summaries of solutions, and possible product comparisons. This is a great head start. Give yourself enough room and time to reflect. Create a timeline with milestones marking how and when you will take steps to share and hopefully act on specific ideas and information. 10. We are what we continue to learn Attending a conference will affect change because it gets you out of the office and away from the regular routine. You may think your work environment is dynamic but people eventually fall into ruts-enjoyable ruts perhaps, but ruts nevertheless. Conferences give you a chance to get out and check up on your attitudes. Immersion in or exploration of, timely relevant topics, and the camaraderie of professionals who share your passions and interests, can remind you why you chose your career path in the first place. You get recharged and return with renewed enthusiasm and confidence that you are putting your efforts in the right place. Hope to see you all in Niagara Falls in February.

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Fresh Facts

Upcoming Events
Jan. 21 Jan. 21 Ontario Farm Fresh
Cathy Bartolic, Executive Director 2002 Vandorf Rd. Aurora, ON L4G 7B9 Phone: 905-841-9278 Fax: 905-726-3369 E-mail: info@ontariofarmfresh.com www.ontariofarmfresh.com 2011-12 OFFMA Board of Directors Jesse Lauzon, President Springridge Farm Steve Smith, Vice President Smiths Apples Amy Strom, Past President Stroms Farm Leslie Forsythe, Forsythe Family Farms Jay Howell, Brantview Apples & Cider Brian Hugli, Huglis Blueberry Ranch Marg Land, Annex Publishing (Associate Member) Hollis English, Murphys Farmstead Colleen Pingle, Pingles Farm Market Geri Rounds, Rounds Ranch Dorene Collins, OMAFRA (Advisor to the Board)

Farm$mart Conference and Beef Symposium, Rozanski Hall, University of Guelph, Guelph, ON, www.uoguelph.ca/farmsmart Record Keeping for Organic Farming, Ottawa, coordinated by COG, check www.cog.ca for further info Guelph Organic Conference, Seeds of Co-operation, University of Guelph, www.guelphorganicconf.ca

Jan. 26-29

Jan. 29Feb. 2 Canadian Gift and Tableware Association Show, Toronto International Centre & Toronto Congress Centre, Toronto, ON www.cgta.org Feb. 10-16 Feb. 21 North American Farmers Direct Marketing Association Convention, Williamsburg Virginia, check out www.nafdma.com for more info Pre-Convention Workshop, Hiring and Keeping Employees with Michelle Painchaud, Crowne Plaza, Niagara Falls, ON, call Cathy @905-841-9278 for additional info. Ontario Fruit & Vegetable Convention, Scotia Bank Convention Centre, Niagara Falls, ON, www.ofvc.ca Eco Farm Day, The Ramada Inn, Cornwall, ON www.cog.ca/ottawa/ ecofarmday Record Keeping for Organic Farming, Western Ontario, coordinated by COG, check www.cog.ca for further info Marketing Boot Camp with Donald Cooper, location to be determined, contact Cathy @ 905-841-9278 for further information.

Feb. 22-23 Feb. 24-25 March 10 March 22

Take Note.
New Agri-Tourism Toolkit Great new on-line tool for those considering getting into agri-tourism or those who have already dipped their toes into this exciting industry. Have a look at www.osw-agritourismtoolkit.com Terry O'Reilly Launches New Radio Show For the first 50 years of 20th century, advertising was hard-sell. The next 50 years was persuasion through creativity and media tonnage. For the last six seasons, Terry explored the overt art of persuasion. But advertising is no longer a loud one-way conversation. It's a delicate dialogue now. So we leave the age of persuasion and enter the era of sway and leverage. Welcome to Terry O'Reilly's new radio show. Welcome to Under the Influence. Beginning January 7th at 11:30am on Saturdays and Mondays, CBC Radio One. Be sure to tune in. 10 things to keep in a first-aid kit (according to the Red Cross) 1. adhesive bandages in a variety of sizes 2. Sterile gauze pads and clth tape to secure them 3. Latex free disposable gloves 4. Tweezers 5. A thermometerthe digital variety is safest 6. tripe antibiotic ointment, such as Neosporin 7. antispetic wipes 8. a face mask to use when administering CPR 9. topical antihistamines and aspirin 10. first aid instructions