During the past decade, Canadian consumers have developed a keen interest in local and organicfoods. In response, the Canadian government established standards to regulate their labeling. However, many retail and media outlets offer varying definitions that fit their needs. Consumers utilize this often conflicting information to formulate their understanding of local and organic. The aim of this study was to investigate consumer understanding and perception of local and organic food, especially in regard to production characteristics. The results indicate that local is predominantly defined as decreased miles to transport, whereas organic is defined as food produced without the use of synthetic pesticides. However, a fairly large percentage of consumers perceive inaccurate definitions as being characteristics of local and organic. Furthermore, consumers with accurate definitions of local and organic share a similar consumer profile, while consumers with misguided perceptions do not. We also see that characteristics such as ethnic heritage, personal characteristics, geographic region, and length of stay in Canada not only influence consumer understanding and perception, but also the geographic boundaries associated with local. Au cours de la dernière décennie, les consommateurs canadiens ont montré un intérêt marqué pour les aliments biologiques et locaux. En réactionà cet intérêt, le gouvernement du Canada aélaboré des normes pour en réglementer l'étiquetage. Toutefois, de nombreux détaillants et médias offrent des définitions qui satisfont leurs besoins respectifs. Les consommateurs se fondent sur cette information souvent conflictuelle pour se faire une idée des appellations «biologique et local». La présenteétude visaità examiner la compréhension et la perception des consommateurs concernant les aliments biologiques et locaux, en particulier les caractéristiques de production. Les résultats de notreétude ontindiqué que le qualificatif « local » est principalement associéà une diminution de la distance parcourue par les aliments, tandis que le qualificatif « biologique » fait référenceà des aliments qui ontété produits sans l'utilisation de pesticides synthétiques. Cependant, un assez fort pourcentage de consommateurs a des définitions inexactes des qualificatifs « biologique et local ». De plus, les consommateurs qui ont des définitions exactes de ces qualificatifs présentent un profil similaire, contrairement aux consommateurs qui ont des perceptions erronées. Nous avons aussi observé que certaines caractéristiques, comme l'origine ethnique, les caractéristiques personnelles, la région géographique et la durée du séjour au Canada, influencent non seulement la compréhension et la perception, mais aussi les frontières géographiques associées au qualificatif « local ».

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Consumers in today's marketplace have seemingly endless choices with regards to produce. Peach growers and retailers in Ontario, Canada, have begun taking steps to increase demand for their products. This study investigates the impact of those strategies on the market. Using conjoint analysis and market simulations, we evaluate the peach market to identify key drivers of peach purchasing. The results indicate that the market is heterogeneous and that price, origin, and quality indicators are the most important drivers of purchases. Our simulations indicate that adoption of new plastic packaging by the industry is a viable strategy for increasing demand for local peaches.

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Ethno-cultural vegetables are increasingly in demand in Canada. Little research has examined differences in cultural preferences for these vegetables. Using conjoint analysis within an online survey of Canada and key export markets in the U.S., we examine consumer preference for external attributes of several (okra, yardlong bean, and Asian long purple eggplant) ethno-cultural vegetables. Further, we examine how wide-scale introduction of U.S., Ontario, and Quebec vegetables into Ontario impacts the market.Our results indicate differences between ethnic heritage group preferences. We find home country bias as most ethnic groups positively value product from their home country. Results also indicate that the value of external quality, such as freshness, appearance, size, and firmness, on the purchase decision is different across ethnic heritage groups. We also find that the introduction of Ontario product competes well with U.S. product in Ontario, however, Quebec product could be the biggest competitor to Ontario production.