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Introduction
Rosmarinus officinalis, often referred to as rosemary, is a small but powerful herb that is
indigenous to the Mediterranean and Asian region (Wikipedia, 2018). It is a perennial herb with
fragrant, needle-like leaves (Wikipedia, 2018). In the North American region, the rosemary herb
is probably most noted as a garnish or flavorful addition to a variety of dishes. However, there is
immense potential for this herb to create a new name for itself in this part of the world. This
report with explore the feasibility of rosemary cultivation on a large scale in Canada. There will
be emphasis placed on aspects such as sales and marketing of the product, cost analysis of
developing farms, barriers to trade, export potential and other factors that influence the
characterized by hot, dry summers and humid, cool winters (European Commision, 2018). It is
home to a rich mixture of plant species and is one of the world’s richest regions in terms of
Canada’s climate is not so straight forward. Four distinct seasons can be seen in some of the
more populated regions of Canada (CEC Network, 2018). Daytime summer temperatures can
reach 35 degrees Celsius while -25 degrees Celsius can be seen during the winter. Summers can
be hot and dry, humid or mild depending on what area of Canada is being considered. Winters
are generally cold with bouts of snow, but can be mild and wet on the west coast (CEC Network,
2018). Certainly it is necessary to pinpoint a specific region in Canada if one would like to assess
the climatic condition of that area. However, there are a few specific growing conditions that the
Firstly, rosemary needs at least 6-8 hours of sun exposure daily and warm, dry conditions
are ideal. (Wikifarmer, 2017) Rosemary’s growth is also boosted with atmospheric temperatures
between 20 and 30 degrees Celsius and soil temperatures above 18 degrees Celsius. However,
due to the robust nature of the herb, it is able to tolerate temperatures below this. The rosemary
plant yields best in sandy to clay loam soils with a pH of about 7 and good drainage.
(Wikifarmer, 2017) Water requirements for rosemary depends on whether it is a newly establish
plant or a mature one. Mature plants can be sustained with rainfall as long as it exceeds 450
millimeters. Young plants require more water that mature ones due to the fact that it must
develop an efficient root system in the beginning stages of growth. (Wikifarmer, 2017) Root rot
and fungal diseases can arise from excessive water so it is equally important to ensure that too
Rosemary contains an abundance of chemical compounds that contain antioxidant properties that
can protect and strengthen body structures. (Daya, 2018) Here are a few effects that rosemary
Prevention of Macular Degeneration – carnosic acid found in rosemary leaves can help to
prevent the Age-Related Macular Degeneration (Daya, 2018).This disease effects the
macula of the eye and causes a blurring of the central vision (National Eye Institute,
2018).
Treating and Preventing Diabetes – Rosemary ingestion is a natural and safe way to
lower blood glucose levels because it promotes the secretion of insulin (Daya, 2018).
One of them is gallic acid which is a very strong antioxidant. Gallic acid is also known to
potassium, magnesium, manganese, calcium, iron, fiber, vitamins A and E (Daya, 2018).
Promotes a Healthy Heart – Rosemary has the ability to dilate blood vessels which has
the effect of reducing blood pressure (Daya, 2018). Furthermore, it prevents the
oxidization of bad cholesterol, inhibiting it from sticking to artery walls. Lastly, rosemary
helps to prevent platelets from forming clots within blood vessels which can be a cause of
Aiding with Memory and Concentration – For centuries rosemary has been renowned for
its power to boost memory and stimulate the brain and is historically referred to as the
“Herb of Remembrance” (Jenny Hope, 2013). The brain depends on a compound called
makes fresh batches of it. In order to keep the brain from getting flooded with it, there is
acetylcholine, so its important to inhibit the esterase, so that more acetylcholine stays in
the brain. To do that, a person must consume an ACh esterase inhibitor. Currently the
number 1 drug therapy for Alzheimer’s is a drug called Aricept. Aricept has one function;
circulation in the brain and enhances the production of nerve growth factors or NGFs
(Daya, 2018). NGFs are protein structures that are responsible for the survival and repair
Without a doubt, the Canadian population is aging. Today, 14% of Canadians are over
the age of 65, and by 2031, it is estimated that this number will grow to 25% (Agriculture and
Agri-Food Canada , 2015). Seniors will continue to make up a large portion of the Canadian food
market and it is important that the Canadian food industry adapts to the changing needs of this
target group. Everyday, media advertisements are broadcasted of food products that are
beneficial to ‘the athlete’, or the ‘mother-to-be’, or ‘the hardworking man’. It is certain that the
aging members of society are underrepresented when it relates to diet and nutrition. With the
myriad of physical, metabolic and psychological changes that accompany aging, these
individuals deserve to be educated on how their lifestyle and diet must change in order to
maintain a healthy mind and body. The Canadian agricultural system is tasked with the
production of products that can potentially aid in the aging process of a person. The rosemary
herb is packed with nutrients and disease fighting antioxidants, as previously stated. The
marketing strategy for this product can be based mainly on health appeal.
For example, Canada stands at number 22 in the world today for death rate per 100,000
number one drug therapy for Alzheimer’s is Aricept® which is manufactured in laboratories and
contains man-made compounds that stop the breakdown of a chemical called acetylcholine
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(Alzheimer's & Dementia Weekly, 2018). This drug presents elders with a number of adverse
side effects such as nausea, vomiting, diarrhea, weight loss due to loss of appetite, weakness
muscle cramps and more severe cases such as trouble breathing and irregular heartbeat (Web
MD, 2018). More elders should be educated on the capabilities of rosemary to diminish
symptoms of Alzheimer’s without the side effects that is presented by the mainstream drug. It is
important for the aging Canadian population to know that there are natural options available that
they can pursue to help their mind and body to age gracefully. Elders should not have to wait
until they have been given a diagnosis to start looking for options, and the Canadian food and
agricultural industry should make natural preventatives and remedies more accessible.
to know that there is a reliable system of ideas relating to the sale and marketing of any new
innovation. The rosemary herb must be profitable enough for farmers to take on the
responsibility of growing the herbs on a large enough scale for the Canadian (and potentially
global) market. Rosemary can be made in the form of a powder, tea, aromatherapy extracts and
oils. The harvesting method employed by farmers depends greatly on the intended use of the
plant (Wikifarmer, 2017). However, it may be most profitable to market this product as tea in the
Canadian market. The amount of tea that the average Canadian drinks has increased in the past
few years. In fact, it has doubled (Roberge, 2015). In 2015, Canadians consumed 85 litres of tea,
per person per year, which is a dramatic increase from only 36 litres in 1991 (Roberge, 2015). Of
all surveyed tea drinkers, 35% are heavy drinkers, 41% consider themselves medium drinkers
and 23% are light drinkers (Roberge, 2015). Canada’s very first tea farm, Westholme Tea
Company, specializes in the production of “teas and herbal infusions” despite the notion that
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these plants only have the ability to grow in tropical and sub-tropical climate (Walker, 2014).
The farm is located in the Cowichan region on Vancouver Island (Westholme Tea Company ,
2018). The soils in this region is fertile and the unique climate in this region encourages growth
of tea plants (Westholme Tea Company , 2018). The pricing of their Canadian grown tea
products ranges from $25 for a 10-gram bag of ‘Island Green’ to $190 for a 50-gram bag of
Tea is already one of the most preferred beverages in Canada so it can be enjoyed even
more when the tea drinker understands the immense benefits it holds for the future of their
health. This is a wonderful way for Canadian farmers to introduce rosemary to potential buyers.
The goal should not be to present buyers with a luxury tea option, but to stimulate awareness of
the herb and its health benefits. Studies show that tea drinkers today do not consider price first
when picking tea (Roberge, 2015). In order of importance, consumers look out for the type of
tea, flavour, brand and lastly price (Roberge, 2015). Taking this into consideration, farmers can
possibly use a cost-plus pricing approach, where cost of producing a certain quantity of rosemary
is considered then a small mark-up can be added to make some profit from growing the herb.
effects would be on the horizon for the Canadian agri-food sector. Here are a few of the benefits
Greenhouse Farm Diversity – Many of the greenhouse operations across Canada contain
little or no herbs. In 2016, there was a total of 878 greenhouse vegetable operations in
Canada and the majority of these were located in Ontario (355) (Agriculture and Agri-
Food Canada, 2017). Tomatoes, peppers and cucumbers are the commodities which have
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the highest numbers in terms of harvest area. About six million, five million and four
million square meters respectively were harvested in 2016 while only 270 square meters
of herbs were harvested (Agriculture and Agri-Food Canada, 2017). Greenhouses all
around Canada can begin to grow the rosemary herb and harvest it for a variety of
purposes.
Local Awareness of Herbal Remedies – Canadian consumers will become exposed to and
educated about herbs that have the potential to greatly benefit human health. This
activities conducted. Consumers of all ages will be enlightened with knowledge of the
Potential Profit for Anyone – The rosemary herb can be cultivated indoors on a small
scale so it is possible for members within a town or community to grow the herb and sell
to the interested members of the community. People may want the rosemary for culinary
Everyday citizens can be advocates for the product and educate their neighbors and loved
future benefits, there are a few things to keep in mind when considering growing rosemary on a
large scale in Canada. Here are a few of the drawbacks of this herbal innovation:
Fahrenheit although growth can still be seen in temperatures around 30 degrees (Kittek,
2014). For that reason, it may be best for the rosemary herb to be cultivated in
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greenhouse farms for year-round enjoyment as the herb is not able to withstand the winter
Difficulty Marketing the Product – The major aging population of Canada is more so
interested in drinking black and green tea (Roberge, 2015). Specialty teas like rosemary
are not readily sought after by older Canadians. Those interested in specialty teas are the
prescription drugs within the body. For example, Lithium which is used to treat manic
depression can reach toxic levels within the body if taken with rosemary so doctor
incorporate rosemary use into their lifestyle (Nordqvist, 2017). This is something that
must be communicated to the target market in the early stages of introducing the product
for the safety of consumers. Hearing news like this may deter consumers from wanting to
profit and for the target market to reap the benefits that they seek. Due to the fact that the
rosemary herb would be cultivated for herbal tea purposes and not a powder or oil for example,
harvesting method would be affected and there would also be room for an intermediary to dry
and package the leaves into tea bags and boxes for convenient use by the final consumer. Here is
a model of how the herb would be moved along the chain of distribution from producer to final
Consumer.
Figure 2 (Google, 2018)
can be executed within Canada. Here is an outline of some of the major costs associated with
Seeds and Plant – Richter’s Herbs in Goodwood, Ontario sells many varieties of
rosemary starting at $2.95 CAD each or provides quantity discount of $2.20 CAD each
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for 12 or more plants which may be ideal for rosemary cultivators (Richter's Herbs,
2018). Planting seeds would not be advised because of the low germination rate of this
herb. It would require many more seeds and time to get the required amount of vegetation
because only about 30% of seeds can be expected to germinate even under ideal
expensive to build and maintain. A commercial greenhouse of the size 30 feet by 100 feet
equipped with heating, cooling and ventilation systems will cost between 15 to 30
Labour Cost – Due to the discrepancy of minimum wage values in different provinces of
Canada, the cost of workers to perform maintenance on the greenhouses will vary. In
Ontario minimum wage will increase to $15 CAD per hour of work on January 1, 2019
(Ontario, 2018). For example, if ten people tend to rosemary plants in a commercial sized
greenhouse working 40 hours per week, annual wage expense would be roughly $6,000
Transportation Cost – There is also costs associated with transporting the harvested crop
to a tea processing and packaging facility. It is unclear exactly what this cost would be
for each greenhouse operator because some greenhouses may be located closer to a
processing plant than others. However, this is an expense that must be taken into
consideration.
Sulfur and Magnesium (Wikifarmer, 2017). Many conventional farmers use NPK 12-12-
for 6-8 hours of light exposure and warm soils of 18 degrees Celsius. Depending on the
size and efficiency of the electrical features, the costs to operate the heating and
ventilation systems may be quite expensive. It is unclear exactly what these costs would
be on average.
Marketing Costs – To raise awareness of the product and to create an established image
of the greenhouse operation to consumers, efforts must be made toward marketing the
herb. Each greenhouse operator may choose to market separately or all rosemary growers
may decide to create a pooled budget to market the herb and establish awareness in the
competitors that are currently in the herbal plant production business. There are many varieties
of herbal plants, produced all over the world, that can be harvested for a number of purposes to
make it useful to humans. However the rosemary herb is currently mass produced in countries
such as Spain, France and Egypt (Agro Products, 2018). Rosemary is widely used in European
nations for culinary and medicinal purposes, while rosemary is harvested mostly for oil in
France, Dalamatia, Spain and Japan (Agro Products, 2018). In the USA, dried rosemary leaves
are imported mostly into states such as California, New York, New Jersey and Virginia (Zauba,
2018).
Barriers to Trade
If rosemary begins to be cultivated on a large scale in Canada, this can come with direct
implications for Canada’s involvement with international trade. The Harmonized System is an
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international nomenclature for the classification of products (United Nations International Trade
Statistics , 2017). It allows participating countries to classify traded goods on a common basis for
customs purposes (United Nations International Trade Statistics , 2017). At the international
level, the Harmonized System (HS) for classifying goods is a six-digit code system
(United Nations International Trade Statistics , 2017). HS code 121190 corresponds to plants and
parts (including seeds and fruits) used primarily in perfumery, pharmacy or for insecticidal,
fungicidal purposes; fresh or dried, whether or not cut, crushed or powdered (Tridge, 2016).
Plants of this nature have a total export value of $3.1 billion USD and in the last 5 years has
increased by 15.64% (Tridge, 2016). In 2016, China was the number one global exporter of these
plants and plant parts with a 29% share of total exports (Tridge, 2016). The export value of
China’s share in 2016 amounted to $896.5 million USD (Tridge, 2016). Other top exporters in
2016 were India, Germany and The United States. The United States imported almost $400
million USD worth of these commodities in 2016 alone (Tridge, 2016). The global average price
With the United States being such an active importer of herbal plants, Canada’s
proximity to them opens the door for trade partnership for rosemary. However, there are a few
barriers to doing so. Canadian growers must continuously be aware of the global competitors as
well as their prices and quality of product to ensure they are not an inferior player on the global
market. Also, Canadian greenhouse growers who wish to participate in this trade should also be
in receipt of a Certificate for Export of Greenhouse-grown plants to the United States (GCP)
Conclusion
Humanity is at a crucial point where people are starting to become more aware of what
they consume. People want to be more health conscious but simply have no idea where to start
because they were made to believe that processed foods and medicines – the things primarily
marketed to us – are the only things that can be proven to be beneficial to our health. However, it
is important to remember that for generations humans have been curing illnesses and
strengthening body systems with herbs that grow naturally from the soil and that is still the case
in many regions of the world. With all the challenges that come with aging, Canadian agriculture
should seek to provide seniors with natural products to combat ailments and ensure a healthy
The Canadian herb industry can be boosted through large scale production of rosemary
and the marketing of herbs such as this to the aging population of Canada highlighting the
benefits of it on health. Future research and planning toward this innovation would be greatly
beneficial to evaluate the profitability and feasibility of bringing large scale rosemary production
to Canada. The cost associated with this may deter stakeholders from pursuing this idea. Also,
the intended target market may not be welcoming to the idea of consuming rosemary on a regular
basis to improve health. Whether or not this idea is adopted it is recommended that existing
rosemary and other herbal plants with such promising benefits to health.
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