Ontario Farm Fresh Marketing Association

Providing knowledge and leadership to grow the farm fresh experience.

Fresh Facts
Newsletter #285
February 2013
Volume 28, Number 2

Presidents Message Last Wednesday at 7 o'clock in the morning I found myself standing outside Mark McEwan's upscale food emporium in Toronto. On an average morning, this would have been strange for me. Last Wednesday, however, we were there to meet for OFFMA's Food Tour of Toronto. It's no secret that Ontario Farm Fresh is expert at organizing fun and relevant tours and that these tours are always popular. Our Food Tour visited the brand new Longo's Leaside, Loblaw's at Maple Leaf Gardens, Evergreen Brickworks, and McEwan's. What a day - we came back with an army of new ideas and inspiration (and one giant maple-bacon doughnut for yours truly). I was especially happy to have met Rosanne Longo who spoke to us about her family's company and corporate culture. She reminded us all about the importance of our stories and histories, and remembering our places within the communities in which we do business. As January comes to an end (how did that happen?) and we head into February, OFFMA is gearing up for its big role at the Ontario Fruit and Vegetable Convention in Niagara Falls. At last check, the Zingerman's Customer Service Workshop was filling up fast and tickets to OFFMA's 40th Anniversary Gala were moving quickly - great news! We're really excited about the line-up of speakers for this year's OFFMA Summit at the OFVC and I know you'll be impressed. February's convention is also the venue for our Annual General Meeting which will mark the start of another great year for Ontario Farm Fresh. I'd like to thank our Board of Directors for another fantastic year and for giving us their time, energy, and insights - many thanks to Amy, Brian, Cara, Leslie, Jay, Hollis, Colleen, Geri, Steve, and Carl. This year, we're saying goodbye to Geri Rounds (Round's Ranch) and Jay Howell (Brantview Apples) - two outstanding board members who will each have completed their second three year term on OFFMA's board. I'd like to say a special thank-you to Amy Strom (Strom's Farm), who's term as Past President will also end this February. Amy is a true champion for OFFMA who has inspired our board over the years with her positivity, enthusiasm, and leadership. Another special thank-you goes directly to the tireless and talented Cathy Bartolic. As President, I've had the great pleasure of working closely with Cathy for the last two years and I have such respect for her and her deep commitment to this organization. My term as OFFMA President will end after this year's convention but I'll be sticking around as Past President to help where I can. When I tell my friends from other industries about OFFMA, they can never quite understand how this all works. What surprises them is our culture of sharing, of generosity, and of friendship. They're surprised that we aren't more competitive or secretive with one another. What I have come to understand about OFFMA is that this culture of sharing is guided by goodness and the idea that when one of us does better, we all do better. From OFFMA I have learned a greater appreciation for community and collaboration. Working with so many talented board members has been inspiring and has (I think) made me a better businessperson. Each OFFMA member business is as unique as the personality of its owners and managers and yet it is our similar goals and challenges that make OFFMA so valuable. It has truly been my pleasure working with you. Thank you.

Inside this issue:

Membership News OFFMA Summit at the OFVC 40th Awards Gala Zingermans Workshop Are you ready to be pennyless? Upcoming Events

2 3 4 5 6 8

Jesse Lauzon OFFMA President

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Fresh Facts

MEMBERSHIP NEWS
Membership fees are now due
Invoices were sent out in January. Take advantage of the early bird rate, save $30 and renew your membership before February 21, 2013.
New Members Welcome to these new members. To get a true flavour of this organization, you need to get involved. Make sure you come out to an event SOON! Gerry & Sue Stephenson Drumlin Farm CSA & Market Puslinch, ON 519-731-5443 Liam Daly Russell Farm Market Russell, ON 613-883-3850 Wilf & Norma Rose Rose Family Farm Mount Albert, ON 905-473-3574 Associate Member Full of Beans Ben & Kim Dietrich Bornholm, ON 519-347-2091

CLASSIFIEDS
FOR SALE - Almost New! 30 qt SPAR Stand Mixer
Spar Mixer Model SP30-HI, with attachments (dough hook, beater paddle, whisk). 3 -speed, powerful motor, bowl guard, low usage. $2500 (valued at over $4,000). Contact Marita Waddell, Waddell Apples, waddell.apples@gmail.com or 613-546-1690

Jakemans Maple Farm have products for you. Choose from an array of fast moving proven sellers. Choose from our famous maple cream cookies, maple icewine syrup, maple popcorn, tea, coffee and 75 other products presented with retailers in mind. Ph: 1(800)382-9795 or fax (519)4212469 or email info@themaplestore.com www.themaplestore.com FOR SALE Cider Jug caps - Red
Full case of 2000 tamper-proof Cider jug caps. Purchased from Wellington Wood Products. Paid $590+tax = $667. Asking: $475. Contact: Marita Waddell, Waddell Apples, waddell.apples@gmail.com or 613-546-1690

Sunshine Farms makes pickles the old

fashioned way without the use of chemical additives or preservatives. We produce conventional and Certified Organic Pickles with our bright attractive label or you can apply your farm label to our products. A great way to add to your bottom line. Ask us about our February special with our free Pine stand and discounts and free delivery to most of Ontario. See our complete line at picklesplease.ca or contact us at info@picklespleas.ca or 519692-4416. See us at OFVC Feb 20 and 21 and sample our products. The Classifieds are for OFFMA members who are selling a product or are looking for something specific. There is no charge for a member to list a classified ad. Just send your ad to the OFFMA office for inclusion in the next newsletter.

New Productwindow decals

Included in your newsletter is a window decal to use on your car or your on-farm market window. We have more if you would like to get some to hand out to your customers. Details can be found in the Annual Product Catalogue.
WANTED: Newsletter Contributors
Have you got a product you would like to share, an experience that is gnawing at you or a great business book you just finished reading. This newsletter is for OFFMA members and one way to make it relevant to the membership is by having members contribute articles. Interested? Call the OFFMA office and let Cathy know, 905-841-9278.

We must always change, renew, and rejuvenate ourselves; otherwise we harden. -Goethe

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NEW! Food Innovation Award

Included in this newsletter is an application form for the new Food Innovation Award sponsored by Foodland. Deadline for submission is Friday, February 8th at 5:00pm. So grab your pencils and fill out the forms NOW!

OFFMAs

Annual General Meeting

will take place on 11:0011:30 Held during the OFFMA Summit in conjunction with the Ont. Fruit & Veg. Convention Join us to get an update on OFFMAs activities.

Wed. February 20, 2013

Round Table Talks - Back by Popular Demand

Amy Strom from Stroms Farm introduced this concept last year at the Ontario Fruit & Vegetable Convention. Several topics were announced, each table was assigned a topic and participants were invited to join the table they felt had the most relevant topic for their business. A small group discussion then ensued related to that topic. Participants were able to talk about what went well for them in the past year, what sorts of challenges they had, information and/or a product they may be looking forpretty well anything that was on their minds. At the end, a plenary session had each group share the most significant points that came up during the discussion. This years topics will be Marketing 2.1, Balancing Life, Profit Centres in a Bakery and Attractions under $100. This is your fair warning to get your heads around these topics, decide which one works best for you, come prepared to share and join us at the OFFMA Summit on Wednesday, February 20 at 4:00 pm for the Round Table Talks.

Tweetfest
Get ready to make a difference on Twitter. During the OFFMA Summit, the tweets will be flying. If you are not normally the keeper of your twitter account, make sure you have access on February 19-21 and know your twitter handle. If this message so far sounds like Greek to you, we hope to get things translated, while you get connected and addicted.

Refining Your CSA for the Next Decadewebinar

Kate Zurschmeide from Great Country Farm in Virginia was not able to come to Ontario in person. We will be linking her into the OFFMA Summit through Webex. Her presentation is titled, Refining Your CSA foe the Next Decade. If you cant make to the OFVC and want to hear Kates talk, drop the office an e-mail, info@ontariofarmfresh.com We will get you hooked up through the Internet.

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Fresh Facts

HAVE YOU REGISTERED?

Get Inspired

Learn * Explore * Meet

February 20 to 22, 2013 Scotia Bank Convention Centre, Niagara Falls www.ofvc.ca You are invited to the

40th Anniversary Awards Gala

Tuesday, February 19, 2013 MarriottGateway on the Falls 6755 Fallsview Blvd. Appetizers 6:15 pm * Dinner 6:45 pm Cost: $45 + HST per person Call the OFFMA Office for tickets, 905-841-9278 Rita DeMontis to MC OFFMAs 40th Anniversary Awards Gala
Hang on to your glasses folks Rita will do a fabulous job of keeping us informed and entertained through the evening. The OFFMA Board wasnt sure who they could top Steve Martins amazing performance as MC last year. They looked high and low and decided to go professional. Rita DeMontis is an award-winning writer who has been with the Toronto SUN for more than 36 years, where she currently resides as the resident local Lifestyle and Food editor as well as National Food Editor for the SUN MEDIA chain. She also has a weekend radio spot on Newstalk 1010 and has appeared regularly on television, including CITY-TV'S Breakfast Television, Global TV, CTV Canada AM, CH-TV, OMNI and Telelatino. She's also appeared on CityLine, Food Network and Restaurant Makeover. Rita also hosted an 80-episode national cooking show called CUCINAetc. She has freelanced for several national magazines, including Canadian Living and Partners Magazine. Rita has been a keynote speaker at various functions and has lectured periodically for York University as well as several marketing associations. In 2006 Rita was voted Gold as most popular columnist with the Toronto Sun. Shortly thereafter she was honoured in a national Canadian book celebrating 32 of the most influential Canadian women of Italian origin. She was also awarded the OMPA (Ontario Produce Marketing Association) Produce Person the Year award for demonstrating "on a regular basis untiring efforts to improve the quality, distribution or consumption of fruits and vegetables marketed within and around the province of Ontario through innovations, cooperation and hard work." We are honoured and excited to have Rita join us for this special occasion.

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The Art of Giving Great Service How Zingermans Treats Customers Like Royalty
Tuesday, February 19, 2013 9:00 am to 4:30pm Marriott - Gateway on the Falls, 6755 Fallsview Blvd.

still pots s fe w y. re a ilable, e toda e a va r a o f fi c The F MA F he O all t c

Workshop Objectives By the end of this session, participants will be able to: 1. Understand Zingermans approach to customer service and how it can be customized to work within their organization. 2. Use new tools and techniques to support in-house customer service improvement initiatives. 3. Develop a draft Vision of Great Service for their organization. 4. Call upon a network of peers to help get past roadblocks. Registration Flyer was in your January newsletter and can also be found on the OFFMA website at OntarioFarmFresh.com "Great opportunities for learning are what pre-conference workshops are all about, and here
comes one that is really exciting. The OFFMA bus trip stopped at Zingerman's community of businesses in Ann Arbour, Michigan last fall and we got a taste of their well-know philosophy of excellence in both products and especially service. After the Zingerman's Experience, I am positive that spending a day with these great people will provide a Zillion ideas to help with the most challenging part of being in Direct Farm Marketing: Finding enthusiastic, passionate, committed staff to provide great customer service."

-Steve Smith, Smiths Apple and Farm Market

Zingerman's approach to business and customer service is like none other. It is both playful and fresh all while improving the bottom line. Their enthusiasm for what they do is invigorating and contagious! They encourage both individual growth and team building, creating a strong foundation for great business. I am looking forward to incorporating their ideas into my business to create a fun and successful work environment.

- Hollis English, Murphys Farmstead

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Fresh Facts

Are you ready to be pennyless?

In the Economic Action Plan 2012, the Government announced it would phase out the penny from Canada's coinage system. The decision to phase out the penny was due to its excessive and rising cost of production relative to face value, the increased accumulation of pennies by Canadians in their households, environmental considerations, and the significant handling costs the penny imposes on retailers, financial institutions and the economy in general. The estimated savings for taxpayers from phasing out the penny is $11 million a year. The cent will remain Canada's smallest unit for pricing goods and services. This will have no impact on payments made by cheque or electronic transactionsonly cash transactions will be affected. Moreover, pennies can still be used in cash transactions indefinitely with businesses that choose to accept them. Important Dates To help consumers, businesses, charities and financial institutions to plan, a transition date of February 4, 2013 has been set after which the Royal Canadian Mint will no longer distribute pennies. On this date, businesses will be encouraged to begin rounding cash transactions. Rounding Guidelines As pennies exit circulation, cash payments or transactions only will need to be rounded, either up or down, to the nearest five-cent increment. The Government of Canada will be adopting a rounding guideline that has been used successfully by other countries for its cash transactions with the public. Under this guideline, when pennies are not available, cash transactions will be rounded in a fair and transparent manner, as illustrated below:

When to round Again, only cash transactions require rounding. Cheques and transactions using electronic paymentsdebit, credit and payments cardsdo not need to be rounded, because they can be settled electronically to the exact amount. For any cash payment, only the final amount (or equivalently, the change owed) should be subject to rounding. Individual items, as well as any duties, fees or taxes, should be tabulated in their exact amount prior to rounding. For more information about the phasing out of the penny and Business FAQs, go to http://www.mint.ca/store/mint/learn/faqs-businesses-6900006#.UQklF7_ho4I

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Membership Benefits
Let us introduce ourselveswere the Ontario Culinary Tourism Alliance (OCTA). OCTA is an industry-driven not-for-profit devoted to connecting taste-makers, sharing their stories & sparking delicious developments in culinary tourism. We are the only organization in the province with a single-minded culinary tourism development focus and as such are responsible for leading the implementation of Ontarios 4 Year Culinary Tourism Strategy & Action Plan. As The Centre for Culinary Tourism Excellence, we are bridging the gap between the food and travel industries. By spotlighting and supporting Ontario's agricultural experiences, were making connections between Ontarios food champions from the ground up. Were proud to provide unique opportunities to showcase our members unique and delicious tastes of place. From storytelling to experiential tourism development support to networking and event management, OCTA provides support and resources for destinations and their local food focused businesses. OFFMA is a member of OCTA, therefore your OFFMA membership allows you to post a listing on our Culinary Explorer, as well as unique opportunities to participate in province wide events showcasing your unique experiences. Simply go to ontarioculinary.com to register.

FYI2013 Ace Bakery Artisan Incubator

ACE Bakery, one of Canadas leading artisan bakeries, is looking for 20 Canadian artisan food producers to be featured in the 2013 ACE Bakery Artisan Incubator, a national public showcase for up-and-coming artisans. The Artisan Incubator will celebrate your craft, introduce you to a national audience, and offer an opportunity to learn about developing your artisan business.

The selected artisans will: Be featured in media interviews to tell their story and promote artisan food making Travel to Toronto June 20, 2013 for an Artisan Incubator event to honour the selected artisans and showcase their products Attend an Artisan Seminar/Discussion June 21, 2013 about developing an artisan busi ness, including branding, marketing and business planning Host two one-hour public workshops for the public June 21 and 22, 2013 Receive airfare and accommodation for travel to Toronto as well as a per diem of $250.00 Have the chance to be one of two artisans selected for further business development opportunities
The 20 artisans will be selected by a Tastemaker Committee led by Anita Stewart Canadian culinary activist, author and OFFMAs 2011 Food Ambassador and representatives from ACE Bakery. All submissions must be received by February 15th, 2013. Submission forms are at www.acebakery.com

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Fresh Facts

Upcoming Events
February 6-12 February 19 February 19 Feb. 20 & 21 The Best of the Best Retail Tour of the UK with John Stanley and Associates, visit www.johnstanley.com.au for further details Zingermans The Art of Giving Great Service Workshop, Niagara Falls, Contact the OFFMA office for additional info, 905-841-9278 OFFMAs 40th Anniversary Awards Gala, Niagara Falls, Contact Cathy at 905-841-9278 for tickets. OFFMA s Summit in conjunction with the Ontario Fruit & Vegetable Convention, Scotia Conference Centre, Niagara Falls www.ofvc.org Information flyer included with this newsletter. Dont forget to book your hotel rooms soon to avoid disappointment.

Ontario Farm Fresh

Cathy Bartolic, Executive Director 2002 Vandorf Rd. Aurora, ON L4G 7B9 Phone: 905-841-9278 Fax: 905-726-3369 E-mail: info@ontariofarmfresh.com www.ontariofarmfresh.com 2012-13 OFFMA Board of Directors Jesse Lauzon, President Springridge Farm Brian Hugli, Vice President HugIis Blueberry Ranch Amy Strom, Past President Stroms Farm Cara Epp, Associate Member Cara Epp Marketing Leslie Forsythe, Forsythe Family Farms Jay Howell, Brantview Apples & Cider Hollis English, Murphys Farmstead Colleen Pingle, Pingles Farm Market Geri Rounds, Rounds Ranch Steve Smith, Smiths Apples Carl Fletcher, OMAFRA (Acting Advisor to the Board)

March 19 & 21 Risk Management Workshops, Guelph and Kemptville, Contact Cathy at 905-841-9278 for more information.

"It's always been this way"

The only standard is impermanence. It's very easy to believe that the world we live in has always been this way. Your ethnic group has always had a similar standing. Technology has always permitted certain kinds of interactions and is always improving. Real estate values always rise from decade to decade. (Until they didn't). A job has always been the standard way to make a living. Your chosen religion has always been practiced the way you practice it. People in positions of authority and leverage have always had degrees from famous colleges. Information has always been widely available. As soon as you accept that just about everything in our created world is only a few generations old, it makes it a lot easier to deal with the fact that the assumptions we make about the future are generally wrong, and that the stress we have over change is completely wasted. -Seth Godin

Springridge Farm Recognized with National Retail Award

Springridge Farm, Milton's one-stop destination for family fun, good food and fantastic shopping, is proud to announce they are the recipient of the 2012 Retailer of Distinction Award. Every year the Canadian Gift and Tableware Association recognizes leading retailers in the Canadian giftware industry. On Sunday, January 27, Springridge Farm was recognized at a gala event for their outstanding achievements including excellent merchandising, innovative marketing campaigns and top customer service. This nation-wide award is assessed by a panel of expert judges whose criteria is vital to success in the retail industry: visual merchandising and store design, business achievements, advertising and public relations, community involvement, innovation and originality followed by a visit from a secret shopper. Congratulations to Laura and John and the entire team at Springridge Farm!