Fred Steele
After a year as President of the BCFGA, I have taken notice of how the various tree fruit associations across the country operate and the role they play in service to their members. It’s interesting and informative to compare the differences and similarities between the regions.
Ontario is a marketplace of private packinghouses servicing their clients with a few cooperative packing operations in the mix. Quebec has a system quite different as well. The packers and the growers have negotiating committees that agree on processing apple pricing and volumes. Processing apples is a key component of the Quebec industry, where in BC, fresh sales are most important. Nova Scotia is made up primarily of private packers as well.
British Columbia growers tend to favor the cooperative system for grading and sales with a number of specialized independent packers. Organic is a prime example and its importance (about 10% of production) is unique to BC.
In addition to the different provincial approaches at the grading and packing level, marketing has a different focus as well. In BC, the marketplace to a large extent is handled through the cooperative and with other organizations such as the New Varieties Council. The focus is on enhancing the BC leaf brand or promoting Ambrosia, in this particular case. Promotions and marketing concepts are carried out by the packers. There’s some generic promotion carried out by the BCFGA to promote apple and cherry consumption. These consist of such venues as the Rotary Penticton Children’s Festival, the Interior Provincial Exhibition and the Kelowna Apple Triathlon, and newspaper ads when there is a large locally produced crop that needs some extra help in clearing the market.
How does BC differ from say Ontario and Quebec in market promotion activity? In Ontario the association promotes buy local at several community events and venues, so the approach is more generic and not specific to a brand. Quebec has much more support from government and they promote Buy Local, plus they are engaged in such programs as school breakfast programs and the Quebec Apple Association focuses on eating experiences in cuisine magazines. In Montreal, you will see signage on municipal buses promoting Quebec Apples. Quebec is a gastronomic society. The Québécoise love their food.
There are some other visible differences between provinces, as well. Nova Scotia concentrates on research programs and their government relations focus appears to focus on single issues. For example they have had time-limited replant programs and sometimes they have been variety-specific, such as the replant for Honeycrisp only.
Quebec has had a replant program recently though it has taken several years to have it function as it was intended.
Ontario has made several attempts to obtain a replant program for Ontario Growers but to date the efforts have not come to a successful conclusion.
All provinces worked together to get the federal government involved in replant. The outcome was not a replant program, but a removal program offered across Canada. This program ended several years ago. There continues to be an appetite from all the apple producing provinces to work together to get the federal government engaged in some form of national apple programming.
BC meanwhile, has had replants for two decades now - with one interruption of the program in 2012. These were programs of variable lengths. The biggest success has been the recent program consisting of seven years. The seven-year length of the program allows growers time to plan their future varietal mix. Tree fruit farming is a long-term business.
BC has a different relationship with the local governments as well. This does not mean we always agree on areas of mutual concern, however communication is ongoing. Some benefits of open dialogue at the regional government level are the Starling Program, SIR, and (when money is available) chipping programs. This local support for the tree fruit and horticulture sector is much appreciated and valuable in the Okanagan, but largely absent in the other Canadian provinces. While we may learn something from the other provinces in terms of the value of generic promotion of apple consumption, perhaps we can encourage the other provinces to partner with the regional governments for the mutual benefit of citizens and tree fruit farmers.
In the past year we have opened dialogue with other federal ministries to explore opportunities that might provide partnerships to assist the industry. The ministries of industry, trade and western economic diversification are interested in developing the tree fruit sector and expanding export trade in tree fruits.
I think one of the most effective jobs the association has done is in the development of close relations with those in both government and the opposition parties. I have a sense that it is easier to focus solely on the party in power, but given that (except Alberta?) there is an ebb and flow in the electoral success of the different parties, it makes sense to engage with all parties. Also, there is an amazing amount of collaboration between parties, as all parties are interested in maintaining a viable, growing agriculture sector. Some of our favourite memories are when the Agriculture Minister and Agriculture Critic work together and collaborate on an agriculture initiative.
Throughout the year, fellow directors and I talk to farmers and other industry interests weekly discussing a wide variety of topics. These directions are the blueprints for future progress, and all provincial associations make every effort to communicate and serve their members.
Here in BC, on February 20th and 21st we have be holding our annual convention in Penticton. We urge all members to come and make their voice heard. The Farmers Parliament is a place to discuss our future and the future of what we can be. ■
Fred Steele, Kelowna orchardist and President of the BCFGA
