Ontario’s Tree Fruit Growers’ Partnership with the Province to Bear Good Fruit

October 10, 2024

News Release

For immediate release

Guelph ON - 9 October 2024 – The Ontario government is investing up to $400,000 over the next four years to support a robust marketing campaign aimed at increasing consumer awareness and sales of locally grown apples and tender fruit. This investment, in partnership with the Ontario Apple Growers, will fund a wide range of promotional activities designed to highlight the quality, freshness, and availability of world-class Ontario-grown tree fruits.

Key project initiatives include:

• In-store sampling and direct-to-consumer events: These experiences allow consumers to taste Ontario-grown fruit first-hand, helping them appreciate the flavour and freshness of local produce. Direct engagement with shoppers fosters a stronger connection between consumers and locally grown products, increasing the likelihood of repeat purchases.
• Media campaign: A comprehensive campaign across traditional, social, and out-of-home media will amplify project reach. This multi-channel approach will ensure that key messaging around the benefits of Ontario-grown tree fruits reaches a wide audience, driving greater recognition and demand. Social media will foster engagement with consumers directly, while traditional and out-of-home media will reinforce visibility across the province.
• Asset development: The creation of assets such as recipes and merchandising kits will build on an ongoing conversation with consumers about the health benefits of Ontario apples and tender fruit. Recipes that showcase how these fruits can be easily integrated into daily meals will encourage greater consumption, while merchandising kits will support retail partners in effectively displaying local produce in stores.

“This funding provides a tremendous opportunity for our apple growers,” says Brian Rideout, who farms in Chatham-Kent and is Chair of the Ontario Apple Growers. “By connecting directly with consumers through events and media campaigns, we can build stronger relationships and increase demand for locally grown apples. We are very appreciative to the provincial government for this crucial marketing support.”

Sarah Marshall, Manager of the Ontario Tender Fruit Growers, echoed these sentiments.
“This project allows us to showcase the exceptional quality of Ontario-grown tender fruit and create more meaningful connections with consumers. By enhancing our promotional efforts and building awareness, this investment will directly benefit our growers, helping them thrive in an increasingly competitive market. We thank the Ontario government for their continued support.”

 “We want more Ontario consumers to connect with the bounty of locally grown fruit, and our government is proud to collaborate with the Ontario Apple Growers and the Ontario Tender Fruit Growers in launching this important campaign,” said Rob Flack, Minister of Agriculture, Food and Agribusiness. “This investment will help us achieve our Grow Ontario goal of increasing the consumption and production of Ontario-made food while strengthening the competitiveness and long-term growth of our fruit sector.”

This contribution reinforces a commitment to supporting local agriculture, ensuring a more prosperous future for the province’s fruit growers, while strengthening consumer loyalty to fresh, high-quality produce from their own backyard.

The Ontario Apple Growers represents the province’s 200 commercial apple farmers. Visit www.onapples.com for recipe inspiration and follow Ontario Apple Growers on social media @ontarioapples.

The Ontario Tender Fruit Growers represents more than 170 farmers who grow peaches, pears, nectarines, plums, apricots and sour cherries in the province. Visit www.ontariotenderfruit.ca for more information and follow on social media @onttenderfruit.

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For more information:

Kelly Ciceran, Ontario Apple Growers 905-688-0880 kciceran@onapples.com

Sarah Marshall, Ontario Tender Fruit Growers 905-688-0990 sarah@ontariotenderfruit.ca