Speaker: Joel Aitken Session: Building Systems for Local Production of World Crops: Opportunities and Challenges

1. Marketing of Okra,
Chinese Long Eggplant and
Indian Eggplant in the GTA
Joel Aitken
BSc Agriculture
MSc CDE in Progress

2. Introduction
• Current Research
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Choice of Crops
Market Supply Analysis
Cost of Production Analysis
Path to Market Analysis
• Understanding the Current Products on the Market
• Okra
• Chinese Long Eggplant
• Indian Round Eggplant
• Understanding How to Access Markets
• Large Scale: Retail Chains
• Mid-Scale: Distributors and Wholesale
• Direct Marketing: Food Terminal, Farmers Market etc
• Local Production Advantages and Challenges

3. Okr
a
Origin
USA
Ontario
Nicaragua
Average Price
$20/ Half Bushel
$19/ Half Bushel
$31/ Half Bushel
Price Range
Low $11 High $32
Low $15 High $25
Low $30 High $32
Availability
Consistent
Inconsistent
Consistent
Size
Uniform
Large Range
Very Uniform
Damage
Varies week to week
Little to None
Consistently low
Package
Wood Crate
Cardboard
Plastic Case
Freight
Truck
Local Truck
Air/Truck

4. Chinese Long Eggplant
Origin
USA
Ontario
Dominican Republic
Average Price
$32/Bushel
$28/Bushel
$37/Bushel
Price Range
Low $30 High $35
Low $15 High $40
Low $28 High $43
Availability
Inconsistent
Weather Dependant
Consistent
Size
Uniform large
Source Dependant
Uniform Medium
Damage
Harvest marks common,
some chill damage
Few harvest marks, rare chill
damage
Harvest marks common, some
chill damage
Package
Cardboard (Bushel)
Cardboard (1/2 Bushel)
Cardboard (Bushel)
Freight
Truck
Local Truck
Air/ Truck

5. Indian Round Eggplant
Origin
USA
Ontario
Dominican Republic
Average Price
$35/Bushel
$20/Bushel
$35/Bushel
Price Range
Low $28 High $40
Availability
Inconsistent
Limited
Consistent
Colour
Lighter Purple
Dark Purple
Dark Purple or Brown
Damage
Limited
Rare
Moderate Mechanical
Package
Cardboard (Bushel)
Various
Cardboard (Bushel)
Freight
Truck
Local Truck
Air/Truck
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Low $28 High $42

6. General Market Observations
Imports
Local
• Consistently available on the
market week to week.
• Consistent quality of product
• Visible damage and handling
markings on most produce
• Consistent packaging and
labeling
• Consistent price
• Short shelf-life
• In-consistent availability during
growing season
• Large area of sizes and maturity
of product
• Limited damage and marks
• Inconsistent packaging and lack
of proper labeling
• Competitive price in eggplant
• Superior colour and quality in
eggplants

7. Route to Market Analysis
Multiple Streams to Market
-Large Scale Retail
-Medium Scale Distributors
-Direct Marketing

8. Marketing Requirement Scale
ComparisonRetail Chains
Large
Mid-Scale Distributors
Labelling Requirements
Direct to Market
Product Name
Grower/Packer Name
Grower/Packer Name
Grower/Packer Name
Grower/Packer Address
Grower/Packer Address
Grower/Packer Address
Country of Origin
Country of Origin
Country of Origin
Net Weight
Barcode
Traceability
Required (Formal)
Required (Formal)
Informal
Food safety Certification
Required
Preferred
Optional
Temperature Controlled
Recorded and
Guaranteed
Requested / Required
Variable
Packaging Requirements
Specifications Sheet
Flexible
Seller Determined
Pricing
Negotiated Contract
Contract or Commission
Seller Determined

9. Local World Crop Production
Conclusions
Advantages
Challenges
• Shorter route to Market
• Weather
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Freshness
Shelf Life
Less Transport Cost
Better Nutrition
Lower greenhouse gas emissions
• Benefits local economy
• Provides new opportunities for
higher returns
• Traceability and Food Safety
• Length of production season
• Inconsistent weather
• High cost labour
• Hand picked crops
• Frequency of harvest
• Low cost of Imports

10. Thank You