Capers Community Markets: Demand for Local Produce Increases in B.C.

VANCOUVER, BRITISH COLUMBIA--(Marketwire - June 26, 2007) - A consumer study commissioned this month by Capers Community Markets, Canada's leading natural and organic foods retailer, found that 70 per cent of Greater Vancouver adults prefer to buy locally grown produce (grown in B.C.) when shopping for fruits and vegetables.

Furthermore, in the past two years, seven in 10 adults reported that they have increased the amount of B.C.-grown produce they buy and two-thirds said they are willing to pay extra for it.

The study, conducted by Vancouver-based research firm Mustel Group for Capers Community Markets, compared attitudes, awareness and stated shopping habits regarding preference for B.C.-grown produce against a similar poll conducted for Capers in 2005.

"Our customers are increasingly looking for B.C.-grown produce and Capers is in the fortunate position of having cultivated excellent relationships with local growers over the past twenty-two years. By collaborating with our growers, we are able to meet this increasing demand through a picked-to-order system, essentially providing customers with a seven-day-per-week farmers' market," said Aron Bjornson, Marketing Manager, Capers Community Markets.

Capers estimates that 40 per cent of all produce sold in 2007 at its four Lower Mainland natural and organic food stores will be B.C.-grown. In response to this increased demand, Capers will spend approximately $1.4 million this year (up from $1.2 million in 2006) on fresh organic and B.C.-grown fruits and vegetables purchased directly from growers (see attached chart for more information on British Columbia's growers and farmers).

The number one reason people choose to buy B.C.-grown produce is still to support local farmers and the local economy. However, the study found a significant jump in the number of people citing the environmental benefits of eating locally as a driver for their preference for B.C.-grown produce. In 2007, 81 per cent of adults reported that reduced air pollution from trucking and reduced fuel consumption would make them more likely to eat local, up nine per cent from 2005.

The issue of eating locally has gained more profile in the past two years. Bjornson surmises that the "eat local" movement, popularity of The 100-Mile Diet, increased media coverage of the concept of food miles, heightened understanding of global warming and the increasing number of farmers' markets have all contributed to consumers' greater awareness of the impacts of their food purchasing decisions.

The survey also found a higher proportion of consumers stating that knowing leading chefs prefer choosing local would influence their decision to purchase B.C.-grown produce (53 per cent in 2007 compared with 42 per cent in 2005).

"Kudos are due to our local chefs for raising awareness of the issue, and for making an extra effort to showcase local B.C. produce in their menus," says Capers' Executive Chef Nathan Hyam.

Capers is a long time champion of eating locally, and has always prioritized stocking local and organic foods. Capers encourages its customers to choose B.C.-grown produce by providing information about where food is from through clear signage and public education, and by increasingly featuring deli items based around ingredients that are in season and local.

Capers has helped grow the local produce industry in B.C. for more than 20 years, differentiating itself from other food retailers by dealing directly with local farmers and growers to provide customers with produce that is fresh from the farm. In the peak local growing season (late August to mid-September), approximately 80 per cent of Capers' produce selection is B.C.-grown and organic, comes from farmers and growers such as Zebroff's Organic Farm, Helmer's Organic Farm, Rothe's BioDynamic Orchard and Hazelmere Organic Farm, with whom Capers has cultivated relationships since 1985 (see attached backgrounder on some of these local farmers and growers).

The recent Capers Community Markets 2007 Consumer Survey on B.C. Produce, which involved a telephone survey of a random sample of Greater Vancouver adults 18 years of age and over was conducted in June 2007 by the Mustel Group.

About Capers Community Markets:

Capers Community Markets opened its first store on Marine Drive in West Vancouver more than 20 years ago, and is now Canada's leading natural and organic foods retailer with four locations in Greater Vancouver. Capers has been instrumental in laying the foundation for the growth of the organic and natural foods industry in Vancouver. Throughout the years, Capers has been committed to supporting and nurturing sustainable agriculture, local artisans and small producers.

Resources available:

- Topline results, including select graphics and charts, from Capers Community Markets' 2007 Consumer Survey on B.C. Produce, conducted by the Mustel Group

- Facts on benefits of eating locally - "Top 10 Reasons to Eat Locally"

- Backgrounder on select local farmers and growers who supply Capers (and are available for interviews)

- Chart on B.C.'s local farmers and producers

- Photos of Capers' local growers and farmers (available upon request)

Consumer Attitudes to Locally Grown Produce

Capers Community Markets 2007 Consumer Survey on B.C. Produce

Topline Results

In an omnibus poll conducted for Capers Community Markets between May 30 and June 11, 2007, the Mustel Group surveyed a random sample of 500 Greater Vancouver adults, 18 years of age and over. The study compared attitudes, awareness and stated shopping habits regarding preference for locally grown produce against a similar Mustel Group omnibus poll, also conducted for Capers, between June 7 and June 15, 2005.

Results are subject to a margin of error of +/-4.5 per cent at the 95th confidence level.

General preference

1. As found in 2005, the majority of Greater Vancouver shoppers (seven in 10) prefer locally grown produce (defined as grown within British Columbia). Consumers 35 years of age or over are more inclined to prefer locally grown produce (72 per cent in the 2007 measure) than the younger shoppers (56 per cent).

Purchasing decisions

2. Seven in ten Greater Vancouver adults report having increased the amount of B.C.-grown produce they buy over the past two years. Reasons for the stated increase include, in this order: supporting local farmers and the local economy, wider selection, environmental benefits (less pollution from transporting), freshness of produce, and health benefits (fewer pesticides).

To view the figures accompanying this release, please click on the following link: http://www.ccnmatthews.com/docs/ccm0626.pdf

3. As found in 2005, nine in ten Greater Vancouver adults say they prefer B.C.-grown produce(1) and buy B.C.-grown produce whenever it is available and always look for produce that is in season locally.

4. Two-thirds (up from half in 2005) are willing to pay extra for B.C. produce.

Perceived benefits

5. The top two reasons people cite for eating B.C.-grown produce are still to support the local economy and local farmers (69 per cent of consumers), and because it is fresher, not picked "green" and spends less time in transit (30 per cent of consumers). However, 2007 saw a significant increase in the proportion of Greater Vancouver adults citing reduction in transportation distance as a benefit (up to 17 per cent from 3 per cent in 2005).

Impact of information on produce purchase decisions

6. As found in 2005, knowing that buying locally grown produce helps support family-run farms and rural communities in B.C. had the most impact on produce purchase decisions, with 90 per cent of respondents indicating this knowledge would make them more inclined to purchase locally grown produce. The second most influential factor was that locally grown produce is more flavourful, with 72 per cent of respondents saying this would make them more likely to buy local produce.

7. 2007 saw a significant jump in environmental awareness with 84 per cent of respondents (compared with 72 per cent in 2005) who indicated they would be more likely to buy locally grown produce when they learned that locally grown produce is better for the environment because it reduces air pollution from trucking and reduces fuel consumption. This factor ranked significantly higher than flavour in 2007 in influencing intention to buy locally grown produce.

8. A higher proportion of consumers than in 2005 reported that information regarding pesticides (76 per cent in 2007 versus 63 per cent in 2005) and preference for B.C.-grown produce among leading chefs as influencing their decision to purchase B.C.-grown produce (53 per cent in 2007 compared with 42 per cent in 2005). Furthermore, the vast majority state that health benefits (higher vitamin content) is a factor.

(1) In 2007, the term "B.C.-grown" was used in place of the term "locally grown".