Foodland Ontario - The Apple Factory - Brampton, ON - Flags of Organizations on Waymarking.com

Foodland Ontario is a consumer protection board, that maintains the food quality standards for agricultural food products in the Province of Ontario. Shoppers wishing to "buy local" should watch for this logo and know that the produce came from Ontario.

This particular flag is mounted at a popular permanent Farmer's market
in Brampton.

From the Official Foodland Ontario Website:

"Foodland Ontario is a long-established consumer promotion program of the Ontario Ministry of Agriculture, Food and Rural Affairs. From its inception in 1977, Foodland Ontario has partnered with producers to achieve the maximum penetration of the Ontario market by Ontario-produced fresh and processed agricultural products.

One of the main objectives of the program is to maintain consumer intent to purchase (Ontario) over 80%, thereby assisting Ontario producers to maximize their market share.

To achieve its market objective, Foodland communicates the benefits (economic and product characteristics) of Ontario food, encourages the purchase of Ontario food, co-ordinates promotion and research activities with producer organizations and industry stakeholder, and promotes the Ontario "brand." The target group for these strategies are the primary and secondary food purchasers in Ontario.

Foodland Ontario consists of three program components: brand services, retail services and grower services. All components work in a complementary fashion to address a common target market, the primary and secondary food purchaser.

During the life of the Foodland program, the target market has evolved from the "principal grocery shopper" - mothers 25 to 49 years, to adults 25 to 64 years. The latter definition includes both males and females and reflects recent research that food buying is a shared activity - many households have two "principal grocery shoppers."


History

When the Foodland program began in 1977, the advertising message informed consumers of the wide variety and availability of Ontario-grown food products. Both the theme line "Good things grow in Ontario" and the Foodland Ontario symbol encouraged consumers to buy Ontario by promoting and identifying quality Ontario products. The advertising message evolved further to include economic benefits and commodity specific attributes.

In 1986, the slogan "Good things grow in Ontario" gave way to the more competitive slogan "Ontario, there's no taste like home" in order to better communicate the single most important Ontario food benefit - taste. Consumer communications have involved a two-pronged promotion approach - focusing on "taste" through commodity-specific messages and a “local/home” message.

The introduction of Foodland’s television commercials in 1997 supported a two pronged strategy, the first of which reinforced the attributes of buying fresh, high quality, locally grown produce and introduced the new theme “Invite Ontario home”.These commercials expanded Ontario’s close and local message to mean more than distance (e.g. shared values, strong community and trust).

The second stage of this campaign builds on the attributes of buying fresh, locally grown, high quality produce. It focuses on the more subtle element of trust. Trust refers to trust in Ontario farmers, in their products and in their contribution to the fabric of Ontario’s society and economy."

Name of Organization: Foodland Ontario Type of Organization: Civic/Community Organization Type of Mounting: Building Mounted Flagpole Location: The Apple Factory Farmer's Market Relevant Web Site (Optional): [Web Link]

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Date Logged Log   10/01/2011 InGodsHands visited it