ONTARIO OVERVIEW. J o h n K e l l y, P h D E x e c u t i v e V i c e P r e s i d e n t

ONTARIO OVERVIEW J o h n K e l l y, P h D E x e c u t i v e V i c e P r e s i d e n t

WEATHER IN 2015

FROST DAMAGE, MAY 23, 2015 Affected fruit trees and vines, as well as field vegetable crops planted prior to May 23, 2015

CPMA CHC on the Hill 2015 PROMOTION FOODLAND ONTARIO Queens Park Farmers Market 2015

CREATING DEMAND MASS MARKETING Results from the 2014/2015 Campaign: Television 91% of our target audience saw the commercials on average 20 times. Radio aired in 32 English markets and 8 French markets over 15 weeks Billboards achieved 97 million impressions 5

CREATING DEMAND DIGITAL MEDIA From 2014/15 fiscal: Website ave 1,530 visits per day; 1.2M unique page views Facebook over 159K fans. 5-7% engagement Twitter - over 27K followers. 5% engagement Pinterest ave 5,200 viewers per month YouTube generated 103,000 views annually Combined almost 40M impressions and over 195K interactions with 174K unique users Instagram over 1,100 followers since launch (Sept 1, 2015) 6

CREATING DEMAND DIGITAL MEDIA 7

CREATING DEMAND PUBLIC RELATIONS In 2014-15 158 TV appearances 1,231 Print articles Reaching 33.6 Million consumers $21.2 Million total editorial value 8

CREATING DEMAND RESOURCES 9

INFLUENCING AWARENESS LOCAL FOOD WEEK 10

FRESH FROM THE FARM HEALTHY FUNDRAISING FOR ONTARIO SCHOOLS 28 School boards Algoma to Windsor Essex 465,000 pounds of root vegetables and apples were sold to school communities

The OFVGA Water Program Managed by George Shearer

LIBERALS AN ACTIVIST GOVERNMENT Source www.torontosun.com

MAJOR ISSUES IN 2015

MAJOR ISSUES IN 2015 Ontario Based Cap & Trade Sector Transportation Initiative The Big Move regional transportation plan and Greater Golden Horseshoe Growth Plan Passenger vehicle efficiency regulations Freight truck speed limiter regulation Municipal hybrid bus purchase and Green Commercial Vehicle programs Ethanol in Gasoline regulation Greener Diesel regulation Projected Reductions (Mt) 2014 2020 1.9 4.6 Industry Natural gas utility conservation programs 0.3 0.8 Buildings Electricity Agriculture and Waste Greater Golden Horseshoe Growth Plan Natural gas utility conservation programs Building Code amendments Residential retrofits Long-Term Energy Plan: coal phase-out; Feed-In Tariff program; residential, commercial and industrial demand management programs; and related electricity plans Biogas Financial Assistance Program Landfill Gas Collection and Control regulation 0.9 2.3 20.5 32.5 1.5 1.8 All initiatives 25.0 41.9

MAJOR ISSUES IN 2015 Great Lakes Water Protection Act

BILL 66: GREAT LAKES PROTECTION ACT Holland Marsh growers have been the first sector to participate in the program, Smart Water Assessments which focus on minimizing water use in vegetable washing. This is coordinated by Farm and Food Care and financially supported by the province.

MAJOR ISSUES IN 2015

PLANNING FOR HEALTH, PROSPERITY AND GROWTH IN THE GREATER GOLDEN HORSESHOE A positive in the report is the inclusion of farmland preservation and support for agricultural investments and our industry s viability. Recommendations in the report are based on a review of the Growth Plan for the Greater Golden Horseshoe, the Greenbelt Plan, the Oak Ridges Moraine Conservation Plan and the Niagara Escarpment Plan.

PLANNING FOR HEALTH, PROSPERITY AND GROWTH IN THE GREATER GOLDEN HORSESHOE Report recommendations include topics such as: Greenbelt Labour Infrastructure Transit

MAJOR ISSUES IN 2015 TOWARDS AN AGRICULTURAL SOIL HEALTH AND CONSERVATION STRATEGY Ministry of Agriculture, Food and Rural Affairs November 2015

MAJOR ISSUES IN 2015 Ontario Greenbelt Photo Credit Ontario Ministry of Agriculture, Food and Rural Affairs

Social License Social License is a relatively new term in agriculture but it was one of the major topics at the most recent Agriculture Ministers meeting. The need for people and policy makers, who have limited farming experience, to walk a mile in our shoes has never been greater and Farm and Food Care is the organization to lead this important initiative.

ACREAGE OF SPECIFIED COMMERCIAL VEGETABLE CROPS, ONTARIO, 2013-2014 Rhubarb Spinach Rutabagas (g) Radishes Pumpkins and Squash (f) Squash and Zucchini Pumpkins Peppers Tomatoes, Field Asparagus Beans, Green and Wax (b) Beets Broccoli Brussels Sprouts Cabbage, Chinese Cabbage, Other Total Cabbage Peas, Green Parsnips Parsley Onions, Green (e) Onions, Dry Total Lettuce Leeks (d) Garlic Cucumbers and Gherkins Total Carrots Cauliflower Celery Corn, Sweet

Asparagus Beans, Green and Wax (b) Beets Broccoli Brussels Sprouts Cabbage, Chinese Cabbage, Other Total Cabbage Total Carrots Cauliflower Celery Corn, Sweet Cucumbers and Gherkins Garlic Leeks (d) Total Lettuce Onions, Dry Onions, Green (e) Parsley Parsnips Peas, Green Peppers Pumpkins Squash and Zucchini Pumpkins and Squash (f) Radishes Rhubarb Rutabagas (g) Spinach Tomatoes, Field 600,000 500,000 400,000 300,000 200,000 100,000 MARKETED PRODUCTION ( 000 LBS) OF SPECIFIED COMMERCIAL VEGETABLE CROPS, ONTARIO, 2013-2014 0

Parsley Radishes Brussels Sprouts Garlic Total Lettuce Parsnips Spinach Celery Cauliflower Beets Rutabagas (g) Squash and Zucchini Peas, Green Pumpkins Cabbage, Other Beans, Green and Wax (b) Asparagus Cucumbers and Gherkins Broccoli Peppers Pumpkins and Squash (f) Cabbage, Chinese Total Carrots Onions, Dry Corn, Sweet Total Cabbage Tomatoes, Field 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 FARM VALUE ($ 000) OF SPECIFIED COMMERCIAL VEGETABLE CROPS, ONTARIO, 2013-2014

45000000 AGRI-STABILITY PAYMENTS ONTARIO VEGETABLE GROWERS 40000000 35000000 30000000 25000000 20000000 15000000 10000000 5000000 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

PRODUCTION INSURANCE PAYMENTS ONTARIO VEGETABLE PRODUCERS $20,000,000 $18,000,000 $16,000,000 $14,000,000 $12,000,000 $10,000,000 $8,000,000 $6,000,000 $4,000,000 $2,000,000 $- 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

8000000 SDRM PAYMENTS ONTARIO VEGETABLE GROWERS 7000000 6000000 5000000 4000000 3000000 2000000 1000000 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

TOTAL AGRICORP PAYMENTS TO VEGETABLE CUSTOMERS FOR CROP YEARS 2005-2015 $50,000,000 $45,000,000 $40,000,000 $35,000,000 $30,000,000 $25,000,000 $20,000,000 $15,000,000 $10,000,000 $5,000,000 $0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

TECHNOLOGY DEVELOPMENT CARDBOARD V.S. REUSABLE PLASTIC CONTAINERS (RPCs) 2014 STUDY BY THE UNIVERSITY OF GUELPH

COLLABORATIONS HEALTHY EATING

50000000 45000000 40000000 35000000 30000000 25000000 20000000 15000000 10000000 5000000 TOTAL AGRICORP PAYMENTS TO VEGETABLE CUSTOMERS FOR CROP YEARS 2005-2015 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

$50,000,000 $45,000,000 AGRICORP PAYMENTS TO ONTARIO VEGETABLE GROWERS Ag Stability Production Insurance SDRM Total $40,000,000 $35,000,000 $30,000,000 $25,000,000 $20,000,000 $15,000,000 $10,000,000 $5,000,000 $0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Asparagus Beans, Green and Wax (b) Beets Broccoli Brussels Sprouts Cabbage, Chinese Cabbage, Other Total Cabbage Total Carrots Cauliflower Celery Corn, Sweet Cucumbers and Gherkins Garlic Leeks (d) Total Lettuce Onions, Dry Onions, Green (e) Parsley Parsnips Peas, Green Peppers Pumpkins Squash and Zucchini Pumpkins and Squash (f) Radishes Rhubarb Rutabagas (g) Spinach Tomatoes, Field 25,000 20,000 ACREAGE OF SPECIFIED COMMERCIAL VEGETABLE CROPS, ONTARIO, 2013-2014 15,000 10,000 5,000 0

Asparagus Beans, Green and Wax (b) Beets Broccoli Brussels Sprouts Cabbage, Chinese Cabbage, Other Total Cabbage Total Carrots Cauliflower Celery Corn, Sweet Cucumbers and Gherkins Garlic Leeks (d) Total Lettuce Onions, Dry Onions, Green (e) Parsley Parsnips Peas, Green Peppers Pumpkins Squash and Zucchini Pumpkins and Squash (f) Radishes Rhubarb Rutabagas (g) Spinach Tomatoes, Field 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 FARM VALUE ($ 000) OF SPECIFIED COMMERCIAL VEGETABLE CROPS, ONTARIO, 2013-2014

CREATING DEMAND MASS MARKETING Results from the 2014/2015 Campaign: Television 91% of our target audience saw the commercials on average 20 times. Radio aired in 32 English markets and 8 French markets over 15 weeks Billboards achieved 97 million impressions 40

CREATING DEMAND DIGITAL MEDIA From 2014/15 fiscal: Website ave 1,530 visits per day; 1.2M unique page views Facebook over 159K fans. 5-7% engagement Twitter - over 27K followers. 5% engagement Pinterest ave 5,200 viewers per month YouTube generated 103,000 views annually Combined almost 40M impressions and over 195K interactions with 174K unique users Instagram over 1,100 followers since launch (Sept 1, 2015) 41

CREATING DEMAND DIGITAL MEDIA 42

CREATING DEMAND PUBLIC RELATIONS In 2014-15 158 TV appearances 1,231 Print articles Reaching 33.6 Million consumers $21.2 Million total editorial value 43

CREATING DEMAND RESOURCES 44

INFLUENCING AWARENESS LOCAL FOOD WEEK 45

COLLABORATIONS HEALTHY EATING