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Why “Made” Matters
Jo-Ann McArthur - Nourish
Who are we?
Canada’s only full service agency specializing in food & beverage from
farm gate to food plate
Sysomos
Importance of storytelling
● How we connect
● Emotional first, rational second
The Campfire
In order to succeed, culture needs social behaviour
He who has the best story wins
Facts tell, but stories sell
Nothing tastes as good as food served with a
good story
What is best about you?
good food &
drink table stakes
It’s all about trust
Who? Where? How?
“Made” Matters!
“Made” Matters
For Producers/Processors: Made In
Made By
Made How
Provenance=Confidence
Where is this coming from?
● New generation of consumers
● Distrust of “big food”
● Want to know the product - founder story
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?
Since 2009
-$18,000,000,000
“Foodie” Culture
Hierarchy of Trust
Raised by a Canadian Farmer
Exports
Trust Canadian foodsource
Rise of Culinary Tourism
Importance of the Founder’s Story
Authenticity
Branded Potatoes
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
“Local”
● Subjective concept
● Can mean nearby, same province or even same country
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
Some retailers “get it”
● Whole Foods doing it right with
● Farm Boy, Longos, independent retailers growing as a result
Some retailers trying to “get it”
● For retailers “Local is the new
Quality”
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
Role of Local Restaurants
● Also showcase & display Quebec
food
Introducing Origin G reen
● S ome inspiration
Nothing tastes as good as food served with a
good story
Questions?
j@nourish.marketing
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