A recent issue of Ontario Dairy Farmer, had a really timely article about consumers and farm family buying habits. Written for the "Vets Corner" by Dr. Rod Weireinga, I was pleased to see this take on things and a veterinarian who cares enough about the dairy industry to do a little 'research' to prove a point. I hope it is taken to heart by all.-cg
Talking to Consumers
When reading Vet’s Corner you are probably expecting to read an article dealing with some emerging or active health concern involving dairy cattle. This one is a little different in that it deals with the health of our industry. The topic of this article stemmed from this past Christmas when I was reminded how disconnected our consumers are from our industry.
We had friends and family over for Christmas dinner this year. Most of our guests were from Toronto and have limited or no exposure to agriculture.
Discussion started to revolve around the “little blue cow” on a package of butter we had in our fridge and how it represented Canadian dairy product. They had seen it in advertising but they had no idea what that little blue cow meant. I was very happy to try my best to explain to them what that cow represents and to further encourage the purchase of Canadian dairy products.
That discussion lead us to circulate a survey at our clinic’s annual dairy information day this past year asking some questions about our client’s knowledge of what was in their fridge. The survey would not be considered to be “properly designed” by a true statistician and the wording of the questions may have encouraged people to give the “right” answer showing support for their industry. Even in spite of this poor survey design, I was surprised how often the “right” answer was not given.
Approximately half of those in attendance (84 surveys returned) took time to answer the questions on the survey in at least some shape or form. There was a very large range of knowledge in regards to dairy product pricing, ingredients and even what brands of dairy products that were in their fridges. It seemed quite clear from the survey that those that listed the brand were also those that most consistently knew the correct price.
The large majority answered that it was important to them to buy Canadian, and that they would choose Ontario Foodland produce over imports and that product choice was not always based on price even if they felt it was of similar quality, however when it came to dairy products the responses to the survey would indicate what they said and how they acted were two very different things. The majority of brands of dairy products purchased by those in attendance were those of companies known not to use Canadian dairy products and others that are not labeling their product with the little cow.
I spent some time in the grocery store that weekend rechecking prices on dairy products. The difference between a local cheese (the only one with the little cow on it in our local grocery store) and the least expensive cheese was only about 10 cents per 100 grams. The local cheese was only 3 cents per 100 grams more expensive than the most commonly purchased cheese. To buy 1 pound of butter with the cow on it was an extra 98 cents. Alright so that seems like a lot, however the average family in our survey was only eating a pound a week.
As for ice cream, the survey would indicate that the most often purchased brands had the least amount of “real” dairy ingredients. One of my clients commented that he is not even sure if he knows what real ice cream tastes like anymore. I was unable to find a little cow on the packaging of any ice cream products in our local grocery store, but it was quite obvious when looking at the list of ingredients which ice creams used real cream or milk. It would cost you an extra $3.00 a week to eat the good stuff if your family ate the average amount reported on our survey.
So what would it cost the average family as reported by our survey to switch totally from the lowest cost dairy products to those branded Canadian, used real dairy ingredient or that was local product in their shopping habits? According to the reported consumption rates in our survey would mean it would cost our average producer’s family an extra $24 in cheese, $156 in ice cream, and $50 in butter a year or about $225/year. Seems like a lot of money?
How much did we lose this year in quota cuts? $225 sure seems cheap. Besides, when friends and family come over you will have a hard time convincing them to support the Canadian dairy industry if you yourself are not.
We all have opportunity to talk to our consumers, friends and even our own families about the importance of supporting our industry. The Canadian Dairy industry is currently looking at new ways to identify our domestic product and ways to promote it. I would encourage all of you who are a part of this great industry to speak up and start promoting it as well.
Comments came back from producers suggesting that it is DFO’s job to promote our industry but we are all the DFO. I think that we as an industry need to take every opportunity to support Canadian agriculture.
Don’t focus on asking for government regulation of imports, focus on buying Canadian products ourselves, educating our consumers on the importance and value of buying Canadian products and demonstrate to processors the need to identify Canadian product.
If we can influence some of our consumers to choose Canadian it will make an appreciable difference to the Canadian dairy economy. It will also send a message to processors that their consumers value Canadian products and encourage them to increase their support of the Canadian dairy industry.
I like to ask my producers what they would think if I told them that I brought my dog to a neighbouring vet clinic to be neutered because it was less expensive or that I felt it was more convenient……….they would laugh me out of their barn.
Should we not feel the same way about supporting non Canadian dairy products as a Canadian dairy industry?
If you are not the one doing the grocery shopping, then consider passing this article on to the one who is.
A healthy industry is as important as healthy cows.
Rod
No comments:
Post a Comment