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The Huron Expositor, 1994-11-16, Page 7C Agriculture Jersey co-op investigates marketing BY DAVID EMSLIE The milk market in Ontario may soon be taking a step forward, thanks to the work of a group of forward -thinking jersey producers. Last Friday, the results of a con- sumer survey regarding bottled jersey milk and a feasibility study for jersey milk products were released at a meeting in Clinton. Bruce Schmidt, of RR 3 Walton, the chair of the unofficial cooper- ative who commissioned the survey and study, explained that there has not been a specific market for jer- sey milk in Ontario for a number of years. Although such markets exist in Alberta, British Columbia and Nova Scotia, he noted that currently in Ontario, all milk is pooled, as all milk is taken away in the same truck for processing. Approximately a year -and -a -half ago, he continued, the producers in the group, about 14 in number from Huron and Perth Counties, began looking at ways of taking jersey out of the existing milk pool and coming up with marketable jersey milk products. "We were just look- ing at ideas, ways to expand the market in Ontario...for all milk, but specifically for jersey milk." The group first checked into the cost of having a feasibility study conducted, and later accepted the estimate from Western Business Consulting, out of the University of Western Ontario y(UWO). The $20,500 cost for the study was split by jobsOntario, who provided 50 per cent of the total at $10,275; and Community Futures and the infor- mal jersey co-op, who provided 25 per cent each, or $5,137. The co-op also fully funded the consumer test. During Friday's meeting, Margot Huddart, who co-authored the feasi- bility study with fellow UWO stu- dent Martin Stapleton, explained that their objective from the outset was to look for new markets for dairy products. .They were also always very conscious not to upset the current system of milk produc- tion in Ontario, and to work with the Ontario Milk Marketing Board. According to the published study, "This report was prepared to deter- mine the market feasibility of jersey fluid milk and value added dairy products in the Ontario, national and international marketplaces." Three different jersey products, bottled milk, ice cream and spe- cialty cheese, were studied, and the recommendation was made that jersey cream top bottled milk should be the product marketed. Ice cream was not recommended, due to competition in the market, and the decreasing sales trend for the product. The report noted that a marketing plan for specialty cheese such as brie or camembert was also not recommended, "because of the nature of the target consumer seg- ment." The report stated that the ideal product for future development by the jersey producers is one which is perceived by consumers as being different from other available prod- ucts. On the advisability of market- ing jersey cream top bottled milk, it states: "A jersey cream top bottled milk product offers value, taste and versatility of use to the target mar- ket niche, the 'wholesome gourmet'. The glass packaging of the bottle will be perceived by consumers as environmentally friendly and will appeal to their sense of nostalgia. Marketing the bottle as a natural milk product has great appeal to consumers who are increasingly concerned about addi- tives and preservatives in their food. A nostalgic milk product will benefit from being positioned as a natural product because milk drinkers expect milk to be pure." In conjunction with the feasibility study was the consumer test study, which had three main objectives: • To determine if there is con- sumer interest in purchasing an upscale milk product. • To determine if the consumer perceives a difference in taste between jersey milk and the milk they presently buy. • To determine if consumers will buy jersey milk in addition to the milk that they presently buy. The survey was carried out on Aug. 27 in Sebastion's in London, which specializes in fine foods, and Alternatives in Oakville, which specializes in health food. Of 129 shoppers surveyed, 43 were disqualified because they drank milk less than once a week, and a further 48 were disqualified as they said they might, might not, probably not or definitely would not buy the product. Therefore, a total of 38 shoppers took the bottled milk home, and according to Huddart, 68 per cent of those "said they would definitely buy it or drink it again." The primary product benefit, Stapleton said, was the taste of the cream top jersey milk. Just over 70 per cent of those who took the milk home, he said, replied that they would repeat their purchase due to the taste. The second highest draw for the product was the nostalgia, due to the glass bottle. Schmidt also quoted a statistic from the study which showed that 34.6 per cent of those surveyed said they would buy the cream top milk in addition to the milk they are buying now. "That represents a growth in the (milk) market...it is very, very positive," he said. In an interview following the meeting, Schmidt noted that although the jersey pt was were not greatly stuuprised by the results, as they have been working with the survey and study all along, "We're quite happy with what we got. We're happy with the contacts we made. "We're definitely in a good posi- tion to take the next step now; to set out a long term plan of action." The jersey producers in the pro- posed co-op will be meeting on Nov. 22 to lay out long tern plans using the results of the study and survey, and Schmidt expects the first phase of marketing will involve selling the cream top jersey milk. He said they will probably be looking into a joint venture for bottlinfg the milk with Hewitt's Dairy in Hagersville. He is optimistic that there is a market in Ontario for jersey prod- ucts in Ontario. "I'm pretty sure, definitely, that there is a market out there," he said, adding that it will have to be developed, and its suc- cess will depend on the amount of work that is put into it. Hopefully what will come out of this project, he told those at the meeting, will be the opening of a market that is not being filled now, or the creation of a new market, which will help to "expand the dairy industry in Ontario." Pesticide use is down A survey conducted by the Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) shows agricultural use of pesticides continues to decline, down 13.3 per cent from 1988 and down 28.3 per ctnt from 1983. OMAFRA Minister Elmer Buchanan says the ministry has now achieved half its pesticide reduction target set for the year Community leadership course . • Over the past two years, 48 The For more information Contact class is limited to 24 partici- 10 Steps to Community Action c/o Huron Business Centre, Box 1120, 138 Main Street South, Seaforth, Ontario, NOK MO or Ruth Knight, Program Coordinator, (519) 367-5531 or Paul Nichol, Advisory Commit- tee Chair (519) 527-0305 Fax 527-2240. Huron County residents have completed a leadership training program called 10 Steps to Community Action. Participants in the program will learn leadership styles and skills, develop an understanding of community development, pants. Sessions will take place from January 1995 to April 1995 at various locations in the County. The application deadline is December 1, 1994. Past participants in the pro- gram have included Seaforth Coun. Mike Hak. wr1 ouZL FIND /T,4L1... IN CLINTON THIS WEEKEND SHOP TAX FREE THURSDAY, NOVEMBER 17 FRIDAY NOVEMBER 18 SATURDAY NOVEMBER 19 During Stores' Regular Business Hours These participating Clinton stores will deduct an amount equivalent to the Provincial Sales Tax (P.S.T.) and Goods and Service Tax (G.S.T.) on specified merchandise. HEYWOODS SOURCE FOR SPORTS 166 VICTORIA ST. (HWY. 4 S) CUNTON PAY NO TAX SALE EXCLUDES Radio Shock Sale Items. Computer Hardware. Sega Genesis Entertainment Systems (Hardware & Software) MEYER'S HOME HARDWARE 24 ALBERT STREET CLINTON Soles Excludes Small Appliances and Home Hardware Sole Ticketed Items VERBEEK'S FARM & GARDEN CENTRE 22 ISAAC STREET CLINTON MRS. B'S BASKETS 36 ALBERT STREET CLINTON No Tox Offer includes In stock yorn and fabricwedding supplies and giftware DUTCH STORE 55 ALBERT STREET CLINTON CLARK'S OF SILCOTE 14 ALBERT STREET CUNTON No Tax offer excludes all Tobacco products MY FAIR LADY 43 ALBERT STREET CLINTON No Tox offer excludes sale merchandise LEE'S SHOPPING CENTRE 31 VICTORIA STREET CLINTON WUERTH SHOES 34 ALBERT STREET CLINTON No Tox offer excludes sole merchandise COOKE'S FLORISTS 61 ORANGE STREET S CLINTON No Tax offer includes all Christmas Decorations (excludes Cedar Garlands) CROSSROADS 28 ALBERT STREET CLINTON No Tax offer excludes sole items and layaways NO KIDDING 12 ISAAC STREET CLINTON 20% Discount Storewide Excludes sole merchandise 1 0 2002. "In our Food System 2002 project, begun in 1987, the min- istry set out to work with farmers as well as farm and environmental groups to cut pesticide use in half by the year 2002," said Buchanan. 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