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  • From: "Tradingpost" <tradingpost@gilanet.com>
  • To: livingontheland@lists.ibiblio.org
  • Subject: [Livingontheland] Farm & Countryside Commentary by Elbert van Donkersgoed
  • Date: Tue, 22 Feb 2005 06:58:37 -0700


Corner Post #371

Farm & Countryside Commentary by Elbert van Donkersgoed

February 21, 2005



Some of our favourite assumptions are being challenged during the Christian
Farmers Federation's seminar series: "What about the Farmer's Fair Share?"
CFFO's 2005 seminar is designed to renew the organization's commitment to
fairness in the marketplace. A dozen alternative approaches to fairness
will
be explored.



Assumptions often get in the road of those alternatives. Consider this one:
"Consumers are unwilling to pay more for food." A look at trends and
demographic data debunk that assumption. In the United Kingdom only sixteen
percent (16%) of consumers are price sensitive. In North America that
figure, while higher, is still only thirty percent (30%). The real story
about consumers is their changing interests. Convenience is no longer the
primary factor when U.S. consumers fill their shopping carts. Eating
healthy
now shares top spot, according to Food Technology, flagship magazine of the
international not-for-profit scientific society, Institute of Food
Technologists. The magazine regularly publishes a list of "The Top 10
Functional Food Trends" based on numerous studies of consumer behavior.



Their documented food trends include: do-it-for-me-foods, super-savory,
sophisticated, a new kind of home-spun, light and lively, do-it-yourself
health, eating better, counting carbs, eating for change, must-have
ingredients, fizzy, fruity and flavored, naturally gourmet and high-powered
alternatives. Nowhere is price listed as a consideration.



And then there is the assumption that Ontario commodity prices - low
commodity prices - are the result of overproduction driven by massive farm
subsidies provided by European and US governments. This is no longer true.
In the last five years Brazil has become the world's largest exporter of
beef and chicken; growing their market share of beef from 8% to 25% and
chicken from 18% to 40%. Brazil is now the second largest exporters of
soybeans with a market share of 35% and the fourth largest of pork.
Brazilian soybean production alone has tripled in just 15 years. A massive
amount of new resources have been turned to commodity production in South
America.



These new resources in world agriculture are the real drivers of low
prices.
CFFO's discussions about fair share commodity prices will not start by
grumbling about our inability to compete with foreign treasuries. We will
explore alternatives that respond to South America's emergence as the
world's low cost commodity producer. How can we reposition ourselves to
deliver the "eating healthy" value North American consumers are adopting?



CFFO's seminar moves east of Toronto this week. It will be back this way
next month: March 1 in Listowel, March 7 in Seaforth and March 11 in Keady.
Pre-registration is appreciated. Visit www.christianfarmers.org or call
519-837-1620. You are welcome to come and debate the assumptions that are
being challenged.

__________

CFFO Seminar: Wednesday, February 23, Rockhaven Motel, Cotillion Room, 1875
Landsdowne St. West, Peterborough, ON

CFFO Seminar: Thursday, February 24, Westminster United Church, Belleville,
ON



Information about Food Technology, the monthly publication of the Institute
of Food Technologists can be found at: www.ift.org/cms/?pid=1000500



Elbert van Donkersgoed P. Ag. (Hon.) is the Strategic Policy Advisor of the
Christian Farmers Federation of Ontario, Canada. Corner Post is heard
weekly
on CFCO Radio, Chatham and CKNX Radio, Wingham, Ontario. Corner Post has an
email subscriber list of more than 3,500 and appears regularly on
Agriculture Online/Views at www.agriculture.com/ag/views/ and as "Letter
from Ontario" on The New Farm website at www.newfarm.org. CFFO is supported
by 4,300 family farmers across Ontario. Corner Post is archived on the CFFO
website:
www.christianfarmers.org/sub_news_commentaries/sub2_news_com_corner_post/new

s_com_corner_post.htm.







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