PAGE 6 –– MARCH 2014 THE GROWER WORLD CROPS Major grocers stocking more locally grown okra, eggplant KAREN DAVIDSON Okra, long and round eggplant are no longer fringe vegetables. Since 2008, consumption has increased 55 per cent for okra and 27 per cent for eggplant according to Statistics Canada. Demand is estimated to be much higher if the right quality of produce could be delivered. But there’s lots of risk hiding in the grass for growers to consider these subtropical crops. After almost four years of intense study, those risks are more quantified along the entire value chain, thanks to the Vineland Research and Innovation Centre (Vineland). “The biggest challenge to production is labour at planting and particularly at harvest,” says Lana Culley, Vineland’s director of business development. With the minimum wage rising to $11 per hour in Ontario on June 1, some growers will be hesitant to try okra which requires harvesting almost every day at peak season. That’s despite a forecast of 1600 acres of okra needed to fulfill demand. And a median price of $20 per 20 lb. box at the Ontario Food Terminal. As growers know, those prices can nosedive overnight with a glut on the local market or a freight-load of cheaper okra from Latin America. Three years of consecutive trials prove that these crops can be grown in Ontario. In-depth agronomic knowledge -- variety selection, planting instructions, crop protection controls and harvesting methods –is now available. Post- World Crops Update: 2013 Economic Analysis Highlights Acres Required to Fill Canadian Demand Source: Vineland Consumer and Grower Surveys, 2013 Estimated based on demand survey data (Vineland, 2013) and grower reports on yields , $7,000.00 $6,000.00 Returns Above Variable Costs per Acre 6059 5118 $4,000.00 3602 3136 $3,000.00 In-Season Pricing Information Based on 2013 grower survey results: Okra - $3,479 Eggplant - $3,309 $5,000.00 2734 $2,000.00 2470 2392 2355 1636 1566 1404 1323 $1,000.00 1100 875 743 566 302 Ontario Food Terminal Grower interviews Long Eggplant $15/30lb box $12/30lb box Okra $20/20lb box $20-60/20lb box Round Eggplant $30/30lb box $12/30lb box $0.00 Source: Vineland Surveys, 2013 Source: University of Kentucky Extension Service, 2013 *NB: Preliminary data only. Data collected by Vineland is based on one year of collection and analysis only, and will need to be confirmed in subsequent years to ensure validity.* Revised 07/02/2014 harvest storage and handling are equally as important as Bernard Goyette, Vineland’s research scientist, post-harvest science, points out how these crops are sensitive to chilling. Insights into consumers have also deepened. External appearance is more important for Variable V aariable Mower M Mow variable widths in one pass Vineland’s Ahmed Bilal (L) research associate, crop production and diversification, shows progress of the Asian eggplant trial plot to the Loblaw team of Shreenivas Shellikeri, Patrick Gilbert and Bikram Gupta. Cuts frro om 2.2 to 3.8 metrre es automa atically y. Other sizes available. WITHOU UT Kasco your Job could d be Le Lethal! Kasco helmet met rrespirators, espirators, give you protection while spr spraying raaying and an handling herbicides cides and pestic pesticides. K80S T8N Helmet Respir ator NIOSH Appro ved Contact ct us toda ay: y 1 (800) 46 461-4299 www.thestgeorgeco.com .theestgeorgeco.c .thestgeorgeco.com Canadians and South Asians whereas freshness is more important for those of Chinese descent. But what defines fresh? “Freshness may mean aroma or it may mean how crisply the okra tip breaks off,” explains Amy Bowen, Vineland’s research program leader for consumer insights. “The consumer’s use of the term ‘fresh’ may be better explained by other attributes.” All of these findings are borne out in Greater Toronto Area grocery stores. Longo’s produce category manager, Bruno Bertucci, anticipates more growth in world crops based on in-store growth of 66 per cent between 2011 and 2013. That’s why Longo’s is committed to carry a certain num- ber of SKUs in each store, based on the demographics surrounding each of their 27 store locations. From a procurement perspective, he says growers should pay attention to proper and consistent seed selection, proper handling, storage and consistent pack sizes. All of the bok choy family is popular with okra coming in at fifth spot for the most popular highvolume commodity for Longo’s target demographics. Most of the buying activity is at the Ontario Food Terminal, because Longo’s likes to consolidate multiple commodities on a single delivery truck. The market for locally produced world crops is there, but it’s tempered by price. “We want to support local, but it’s a cost equation,” says Bertucci. “Competition is fierce. In the consumer’s eyes, local produce should cost less because there’s not the freight of imports.” At Loblaw stores, vendor development manager Patrick Gilbert echoes a similar sentiment. “One of the key things is picking the right varieties. These consumers know their homeland varieties and it’s important to them. We’ve done numerous trials in our stores, and if it’s not the right variety, then it won’t work.” With increasing demand, Gilbert says there’s a need to educate all consumers about how to use, prepare and eat these foods.
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