Local producer proud to be featured in field-fresh campaign

BY KIRK STARRATT

kstarratt@kentvilleadvertiser.ca

NovaNewsNow.com

A local producer says it was an honour to be selected as one of five across the country and the only one from Atlantic Canada to be featured in a national TV campaign for Loblaws President’s Choice brand, promoting field-fresh produce.

Nova Agri President and CEO Earl Kidston said Loblaws executive chairman Galen Weston and a film crew visited Sheffield Mills in late July to shoot the commercial, which has aired nationally on several occasions on different networks, including during prime-time Olympic coverage on CBC. Kidston said it took about half a day just to shoot the commercial in the onion field.

He said he has heard from people all across the country who have seen the ad and this leads him to believe the campaign will be successful.

Kidston said he and others had an opportunity to speak with Weston. With Wal-Mart moving into the produce market, Kidston said they urged Weston not to try to mimic or copy Wal-Mart’s approach.

Kidston points out that Loblaws is one of several retailers Nova Agri supplies and he wants to develop a good relationship with them. Kidston said they sell most of their produce locally and continuity of supply can be an issue when supplying the major retailers.

For example, they have to understand we have a Maritime climate and if rains for two days, it can be hard to supply the product promised, especially with fresh fruit such as blueberries that can’t be picked wet. In this situation, the retailers have to bring in outside produce.

“We had to stop picking,” Kidston said. “We’ll get back to them when it stops raining.”

Costs rising more than returns

There are only a few products Nova Agri can supply year-round, such as onions, potatoes and apples, which can survive in storage for a while. They can supply local squash until February, but then they have to bring it in from locations such as Cuba.

“The dilemma in Canadian agriculture is costs are rising more than returns,” he said, pointing out, for example, that the price of fertilizer is doubling. “The prices have to go up to support this.”

Another major dilemma is people. Kidston said they not only need more people to do the work, they also need more people to buy the products. He said they told Weston that the two major retailers, Loblaws and Sobey’s, represent their main market in Atlantic Canada and suppliers like Nova Agri can’t compete with outside competition without both. U-picks, farm markets and roadside stands are important venues for local producers, but the majority of local produce is moved through the major retailers.

Kidston said local producers couldn’t compete against produce from low cost production areas and retailers have to pay more. However, the consumer holds the ultimate control.

Brand awareness is important

Brand awareness is important. The ad focuses on Nova Agri, but many people don’t realize that when they pick up Country Magic blueberries in the stores, for instance, they’re buying product from Blueberry Acres, or Nova Agri.

“The retailers are changing and we expect them to change,” Kidston said. “We’re telling them they have to support local producers. So long as consumers buy local products, the retailers will refill the shelves.”

Food safety and security measures cost producers a lot and Kidston said consumers should realize how stringent controls are on locally produced foods compared to those from some foreign low-cost production areas.

“We’re very conscientious about these crops,” he said. “It’s our livelihood. We have to.”

He said he’d like to help the retailers do a better job of supporting local producers and the best results come from working together.

“Increased prices will attract more local products,” he said. “All farmers want is a fair return.”

Kidston said he hopes the commercial raises awareness of local products, including their own Country Magic brand, in the Loblaws venue and others. He said the effort would be worthwhile if they raise awareness and that’s the reason he accepted the invitation to appear.

There is a risk involved with going on national TV on behalf of one major retailer or the other, but he would be just as honoured and prepared to do a similar commercial for Sobeys. He said producers are fortunate to have them both.

To watch Kidston’s PC ad, visit www.loblaws.ca