Looking ahead to 2012, Jim Clark, executive director of the Ontario Cattle Feeders’ Association, says the top priorities will be meeting increased demand for Ontario Corn Fed Beef and doing more to promote brand awareness.
Clark told Beef Industry Convention in London (Jan. 6) that 2011 proved to be a monumental year for the brand as the OCFA worked to maintain existing partnerships while also expanding the program to include Canada’s largest food retailer, Loblaw Companies.
Both Clark and Loblaw officials have been pleased with the performance of the Ontario Corn Fed Beef program since it was launched in 156 stores last May.
“The program has worked well and they’re looking how to expand that into other parts of their business,” said Clark.
Under the current arrangement, Ontario Corn Fed Beef is featured in Zehrs, Your Independent Grocer, valu-mart and Bloor Street Market grocery stores. But discussions are underway to move the products into more of Loblaw’s store banners.
To make that happen, Clark said there will need to be a significant boost in the number of cattle identified for the program, increasing from approximately 4,000 head per week to 6,500.
In addition to expanding the program into more stores, Clark said they’re also discussing increased carcass utilization to address market values and changes in consumer preferences.
Clark also noted that the partnership with Loblaw fostered an extremely close working relationship between the packers, the retailer and the production sector.
“In my time in the beef industry, I don’t think I have ever seen this size of producer and industry partnership where there is so much involvement from so many parts of it,” he said. “We need to continue to work well together to deliver a quality, safe and premium brand of beef products.”
More than just words, Clark said these attributes do resonate with consumers.
This was confirmed through his discussions with people during a promotional tour in the summer when the There’s No Taste Like Home mobile kitchen unit visited more than 60 stores.
“That’s one thing I’ve found over the summer is our consumers have a high level of respect and a high level of trust for the products that we produce. They truly do support our farming sector and our farmers.”
While the tour helped to attract some positive media attention and raise the profile of the program, Clark said all levels of the industry will need to continue to build brand awareness.
Although Ontario Corn Fed Beef has many of the benefits consumers are seeking, a recent consumer survey suggests that a large majority have never heard of the program. On the plus side, Clark said the program and the producers behind it give the Ontario Corn Fed brand a story that can be promoted.
“Consumers want to know the farm families who care about the livestock and about the production of food that they’re serving their families. That’s one of the major questions you get; they want the assurance of what’s happening, what the practices are and who’s producing the food, and I believe that our program is of the size now to meet the needs of the consumer,” said Clark. “When it comes to producing great quality, great-tasting, consistent beef, our producers are the best out there.”