Marketing initiative bears fruit for Ontario tender fruit growers

The province has invested up to $1.6 million over four years in purchasing Foodland Ontario branded bins for locally grown tender fruit.

Read Also

Ag tech accelerator connects start-ups with producers and business experts

The road to commercialization success for an agricultural innovation entrepreneur is neither short nor straight. It can be hard to…

 “These display bins help elevate awareness of local tender fruit and ensure consumers can easily identify what is grown close to home,” said Phil Tregunno, Ontario Tender Fruit Growers chair.

Why it matters: The bins increase in-store product visibility for in-season products and secure shelf space during peak times, creating demand and support for Ontario fruits.

“Many purchase decisions are made at the point of sale,” explained Rob Flack, Minister of Agriculture, Food and Agribusiness (OMAFA). “These bins will help consumers source the best fruit available while supporting our farmers and strengthening our provincial economy.”

In 2023, the tender fruit farmgate value for fresh market and processing sales accounted for more than $85 million, an increase of $30 million from the last investment in the bins in 2020.  

The bins identify when Ontario peaches, nectarines, cherries, plums, apricots, fresh table grapes and pears are in season, along with its Availability Guide.

“Our province is home to a bounty of fresh tender fruits sought after worldwide,” said Flack. “Through this cost-share investment with the Ontario Tender Fruit Growers, we are ensuring more people can identify and choose locally grown fruit.”

The provincial investment represents 50 per cent of the project’s total cost, with the remainder being carried by the Ontario Tender Fruit Growers and is double the investment from 2020. OMAFA’s Foodland Ontario consumer marketing program has increased provincial growers’ marketplace competitiveness and promoted locally grown, raised, and produced products since 1977.