Discover how one local campaign increases awareness of locally produced products & learn tips for getting your products into retail.

1. Why
“Made” Matters
Jo-Ann McArthur - Nourish

2. Who are we?
Canada’s only full service agency
specializing in food & beverage from
farm gate to food plate

3. Sysomos
Importance of
storytelling
● How we connect
● Emotional first, rational second

4. The Campfire
In order to succeed, culture needs
social behaviour

5. He who has the best
story wins
Facts tell, but stories sell

6. Nothing tastes as good
as food served with a
good story

7. What is best about you?
good food &
drink table stakes

8. It’s all about trust
Who?
Where?
How?
“Made” Matters!

9. “Made” Matters
For Producers/Processors:
Made In
Made By
Made How
Provenance=Confidence

10. Where is this coming
from?
● New generation of consumers
● Distrust of “big food”
● Want to know the product - founder
story

11. Big is now seen as bad
● Consumer backlash against
processed foods, mistrust big brands
● Trend towards simplicity - can I
pronounce it, do I have it in my
pantry?

12. Since 2009
-$18,000,000,000

13. “Foodie” Culture

14. Hierarchy of Trust

15. Raised by a
Canadian Farmer

16. Exports
Trust Canadian foodsource

17. Rise of Culinary
Tourism

18. Importance of the
Founder’s Story
Authenticity

19. Branded Potatoes

20. The Rise of Farmer’s
Markets
● Resurgence since bottoming out in
the ‘70’s
● Why? Big retailers are missing the
mark on local
● Also hard to locate in-store,
packaging not identifying
● Price not a significant barrier

21. “Local”
● Subjective concept
● Can mean nearby, same province or
even same country

22. Why growing?
● Speaks to consumer’s desire for
food with integrity
● Greater transparency & trust
● Seen as tasting better, more
nutritious
● Support community
● Equals higher quality in consumer’s
mind

23. Some retailers “get it”
● Whole Foods doing it right with
● Farm Boy, Longos, independent
retailers growing as a result

24. Some retailers trying to
“get it”
● For retailers “Local is the new
Quality”

25. The “Gold Standard”
● 40% of items sold in Quebec grocery
stores
● 7 out of 10 shoppers actively looks for
● 88% of retailers participate in. IGA
has special section showcasing

26. Role of Local
Restaurants
● Also showcase & display Quebec
food

27. Introducing
Origin Green
● S ome inspiration

29. Nothing tastes as good
as food served with a
good story

30. Questions?
j@nourish.marketing