Ontario tender fruit growers have a bin full of wins this year with a bumper crop, accelerated harvest and extended government funding.
On July 29, the Ontario government announced a three-year funding extension of $867,484 to buy branded display bins for Ontario Tender Fruit Growers.
Why it matters: The tender fruit farmgate value for fresh marketing and processing sales accounted for more than $55 million in 2020. The bins allow consumers to quickly identify locally grown tender fruit.
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“This funding is an example of the partnership between industry and the Ontario government that has enabled fruit and vegetable farmers to produce food for Ontarians throughout the pandemic,” said Bill George, chair of the Ontario Fruit and Vegetable Growers Association. “And it acknowledges the importance of domestic food production.”
The announcement is in addition to Ontario’s commitment to produce and print 7,000 newly designed bins to promote and elevate the demand for locally grown tender fruit by increasing in-store visibility and shelf space during peak season.
“By working with Foodland Ontario, we’re going to help increase food literacy and make people tune into what’s growing locally in Ontario,” said Lisa Thompson, Minister of Agriculture, Food and Rural Affairs.
“For our economic recovery to happen, we need Ontarians supporting not only Ontario farmers but our entire value chain.”
The bins are wrapped with a kaleidoscope of Ontario-grown tender fruits and carry the Ontario Tender Fruit Growers and Canadian flag symbols, in addition to highlighting products in season.
“Growers do have to pay for these bins, so this funding really helps offset those costs,” said Sarah Marshall, manager of the Ontario Tender Fruit Growers and Fresh Grape Growers.
Mother Nature doesn’t always work to a set time frame, which can mean spring blossoms covered in snow or rain and heat in the growing season. It can change yield predictions and accelerate harvest.
“Our seasonality changes from year to year,” said Marshall. “This year, we’re a week to 10 days earlier than normal.”
She said communication between retailers and informing consumers via social media about what’s in season is helpful but knowing grocers will display products front and centre is a stress reliever for growers, especially when there’s a bumper crop.
“These display bins are crucial to our marketing success,” said Phil Tregunno, the Ontario Tender Fruit Growers chair. “The important thing is that we get good healthy food to consumers and at a reasonable price.”
