Target Marketing Produces Profit
Putting the delight back in want to satisfy everyone. They want to “The product must be of the finest quality
your business. delight someone. They delight their but the price the customer is willing to pay
customers by solving their problems and reflects the value of the entire experience,”
“Mass marketing that focuses on the meeting their needs.” What changes have continues Cliff. “It’s excellent service, a
product is dead; target marketing you made to your business to reflect your friendly country atmosphere and the
produces profit,” says Dr. John Stanton, target markets’ needs? delicious aroma of good food.”
professor of food marketing at Saint
Joseph’s University in Philadelphia. For most rural entrepreneurs it’s not The Apple Factory Farm Market has their
“There are no longer markets for about selling large quantities, it’s about pie presentation down to a fine art. It’s
products that everyone likes a little, there making money. You are a niche good enough, in fact, to sell 100,000 pies a
are only markets for products that marketer. You are much better year at $8.95 each. Just want a piece?
someone likes a lot. Businesses need to positioned to find out what people want, That’s available, too. Add a 30 cent dollop
be customer focused. They need to give it to them and have your customers of whipped cream on the top and charge a
target their markets.” reward you with money. dollar more. It’s a lesson in target
marketing where every customer leaves the
Who’s paying you? Fresh picked becomes fresh baked. shop delighted.
We sometimes forget that we make our Cliff Laidlaw of the Apple Factory Farm
money from our customers, not from our Market in Brampton, Ontario, knows
products. Sure, it’s the sale of products this. The original 125 acre apple orchard
and services that keeps you in business at the family farm is now only 17 acres
but who’s paying you: your product or but they sell more apples than ever – as
your customer? A quick trip to your cash mouth watering, freshly baked apple pies.
counter will show you it’s your
customer. The Apple Factory optimizes their sales
by offering a unique country shopping
Customer focused businesses target their experience. Value is added so the apple is
market. They focus on their customers’ more than just another commodity and
needs and wants and develop products the customer leaves with more than just a
and services to fit. Customer satisfaction bag of groceries. By adding value and
is key. After all, it’s the customer who making that purchase special, they can
hands over the money. charge a premium price. “Adding value is
changing something from a need to a
Delight me. want,” says Cliff Laidlaw. “When they Who puts money in your cash
“Attitude is what is different about target want something, customers will pay register, your products or your
marketers,” states Stanton. “They don’t more.” customer?
In My Humble Opinion…
If It’s Meant to Be – It’s Up to Me
Finding the “nuggets” in market research can be a little 3. Development of new enterprises, activities, facilities
overwhelming but it’s not as hard as panning for gold! or services – If you are considering starting a venture or adding
something new to your business, market research can help
Governments and organizations conduct market research determine the direction to take.
studies just for people like you. It’s called “secondary” 4. Target your marketing – It can be tough to know the best
research and it’s all about discovering what a market wants so ways to spend your marketing dollars. Market research can help
you can develop your business to match those desires. you to define the market you are trying to target and make your
Market Research + Business Development = Success spending more effective.
The Internet is obviously a great place to find out what’s As a business operator you also have a role in doing your own
already been discovered about the market you’re trying to tap research either to develop something new or to simply know if
into. Go to www.agric.gov.ab.ca under Business and you’re doing the right things. This is called “primary” research.
Economics/Ag Entrepreneurship for starters and you’ll find
market research on farmers’ markets, ag tourism and farm Case in point, a garden centre located near Chilliwack, B.C.
direct marketing. discovered through a survey that most of the visitors to a
particular event lived within a 30 minute drive. This was in
contrast to the fact they were spending most of their advertising
• demographics for a certain market, dollars to reach Vancouverites, an hour and a half away.
• activities that interest certain populations,
• how your target audience likes to get information One Alberta farm retailer thought they had a customer base of
• what motivates them. about 50 ‘regulars’. After doing a customer survey they
discovered it was actually 350!
The next step and sometimes the toughest step is deciphering
“what’s in it for me?” The following are four key things that As Leanne Lane, 13-year operator of Willow Lane ranch says,
you can learn from market research: “You think you know where the majority of your guests are
coming from until you do your stats!” Try not to rely on your gut
1. Wording – Market research may reveal words or
or 6th sense when market research can reveal the facts.
phrases that markets pick up on. Use these in your brochure
and on your website. For example, Albertans interested in ag
tourism prefer the word ‘country’ to the word ‘agriculture’. Sharon Stollery & Kerry Engel
2. Potential Partners – You don’t have to do it all on Ag-Entrepreneurship Division
your farm. If market research reveals that certain activities or Editor’s Note:
facilities are of high interest to a market maybe there are Thank you to Jodi Stevenson for conducting our secondary research for this
operators in your area that you can partner with to benefit issue. Jodi is with the feasibility team, Ag-Entrepreneurship Division.
Agreement # 40022238”
Back Issues are available on our website (www.agric.gov.ab.ca) under Newsletters.
Publisher: Kerry Engel, Ag Entrepreneurship Division, Alberta Agriculture, Food & Rural Development,
10003 100 Street #2, Westlock AB T7P 2E8 Phone: (780) 349-4466 Fax: (780) 349-5240
Editor: Karen Goad, Grande Prairie
Design & Layout: Darleen Lynes, Westlock
Alberta Agri-preneur contributor & staff listing is available on page 12.
We welcome your comments. Email: firstname.lastname@example.org
You Want It Your Way
Consumers are diverse in Gatherers shop with a sense of adventure. Researchers say this is a rejection of mass
their buying habits. They enjoy getting involved in your production and a move to mass
promotional activities. When it comes to customization. People want to feel special
Have you ever noticed that people shop service they want the full experience. when they buy a food product. This
differently according to their needs? Gatherers often engage your staff in a reality is changing the way food markets,
Some people go to the store to purchase lively discussion and want to know details restaurants and grocers market and
an item without browsing at all. Others about your products such as how they are display food.
prefer to wander the aisles simply grown, varieties, etc., so they can make
gathering impressions, hunting for new informed purchase decisions. Consumers went from buyer beware to
ideas or making impulse purchases. buyer aware. This resulted in a
Most shoppers behaviors lie somewhere generation of consumers who want
Researchers define these two distinct between these two extremes. They move control over what they are buying and
shopping profiles as hunters and toward one end of the scale or the other how it is served. With the globalization of
gatherers. Hunters like speed. They want depending on the time available, their food we can eat anything we want almost
to be in and out of the store very quickly. shopping companions and their current any time we want. Nothing upsets a
They know the specific item they want need for the products you carry. customer more than to make a special
and are unlikely to be swayed by displays request and then get the wrong item
or sales. They don’t want anyone to stand We are all different. placed in their order!
in their way so if the shopping experience A hunter and a gatherer shopping
is too complicated they’ll go somewhere together can be a nightmare. How often Getting it right.
else. Not surprisingly more men fall into have we seen a hunter bored with the Whether you are serving a hunter,
this category than women. shopping process while the gatherer gatherer or customizing your products, it
meanders the aisles, examines products pays to get it right. Not only will your
Gatherers on the other hand enjoy the and talks to sales staff? Well trained sales customers come back for more they will
whole experience of shopping. They are staff can identify these types of situations come back more often!
happiest browsing and discovering new and offer a chair and refreshment to the
items. Gatherers look on the shopping hunter while the gatherer shops. References:
experience as one of the joys of life and Providing the appropriate store layout, John Stanley Associate’s electronic newsletter,
are happy to talk to sales clerks. directional signage and sales service Just About Retail.
Approximately 60% of females fall into makes the experience enjoyable for all
this category. and results in more sales. Janice McGregor
Serving their needs. Picky, picky, picky.
Hunters require your market space to be Related research shows that consumers
laid out so they can find things easily and won’t just eat or drink anything anymore.
Canada is becoming a nation of ultra- Are you creating gift
not waste any time. They expect clear
selective eaters. If you’ve ever ordered baskets?
directional signs and key product
categories to be signed. Hunters rarely something from Starbucks you know
what I mean. There is a lot of consumer If so, we are looking for a contact.
notice promotional activities, preferring
to select and purchase the products they power controlling your choices – tall,
grande, with foam, chai latte, double Please call
are specifically interested in. They expect Karen Goad
direct answers to specific questions about cream or anything in between. Starbucks
claims they have more than 19,000 ways (780) 538-5629
your merchandise and the last thing they or Eileen
are looking for is a conversation with any to serve a cup of coffee!
of your staff. (780) 853-8223
This Generation is Wired to Buy!
Generation X, born between 1976 and 1986, includes the
untapped, 18—28 SINGLES market. These young adults
see buying as a part of life. They are:
• Web savvy communication junkies in constant touch
• Image conscious and brand oriented.
Communication • Financially savvy.
Junkies • Responsible, self sufficient and thrifty, saving their
More than 50% of Gen money for major purchases such as a home or holiday.
Xers engage in media • Socially and environmentally aware.
activities. Per capita, • Time crunched.
Canada is the most wired • Committed to a cashless society.
country in the world.
What drives the sale?
$ Technical, functional or emotional benefit
Spending Power $ Perceived value where benefit exceeds cost
20—21 year olds spend at $ Product quality
a rate of $7,389 per capita. $ Price
81% of students spend $ Convenience
time and money in bars $ Ease of use
and restaurants … family,
casual or fast food.
What’s important to the
Web Shoppers X-ceptional generation?
15% of shopping is done • Music, movies and fun
online. Boys spend 1.7 times • Friends, family, future security & success
as girls do online. • Online research prior to purchasing
• Sports—hockey, ball, soccer, golf, biking ...
Resources: • Trying new things, expanding their horizons
The Kids are Alright With Spending: Robyn Greenspan; • Peer recommendations
Look Who's Talking, Texting, Buying by Robyn
• Healthy eating—low fat, balanced diet, cooking
Greenspan; Generation Y - Demographics by E.A. Ginno
from scratch in 20 minute or less
et al; Has Gen X Fallen Through the Cracks by Vivian
• Being Canadian
Manning-Schaffel; Generation Y Earns $211 Billion and
Spends $172 Billion Annually, Harris Interactive study • DIRECTNESS over subtlety; ACTION over
2003. observation and COOL over all else!
“I go to Old Strathcona Farmers’ Market about once a month for fruits, vegetables and
occasionally meat. I’d go to other farmers’ markets if I had a car to get there. I like
farmers’ markets because I know that I’m buying quality foods, my money is staying in
the local community and their product selection is different from the supermarket’s.
They have fresher produce, cabbage rolls, pyrogies and home preserves.” Melissa
Hemsworth, 22, University of Alberta student, Edmonton.
Who is your customer?
Understanding your customer or potential customer is
“I buy fruits and vegetables direct critical to building a sound customer base. Old Navy, a
from the farm because of their division of Gap Inc., does a very good job of reaching 18
quality, freshness and price.” to 28 year olds. They use their store name and
Scott Jardine, 27, Director of atmosphere and offer a branded image that appeals to
Rooms, Ramada Inn, Edmonton. this age group. Their store atmosphere is relaxed yet
provides quick and easy shopping for those on the go.
They play upbeat music and use vintage cars, trucks and
stylized props. Old Navy knows that many in this age
group have limited incomes. They keep their prices low
yet provide products that have the quality and style that
Connecting to X-ceptionals this age group demands. This Generation X group is
$ Come to them! Transportation is often a limiting
very computer literate and do a lot of window-shopping
factor so bring your products to where they are
and some purchasing on line. Old Navy has an easy to
… U of A’s SUB, university rec centres,
find, easy to use web page. They recognize that the
residences or pubs.
more often customers see their name the more likely
$ Get your name out! Supply product to caterers at
they will buy their products. Their electronic
golf courses, university foodservice outlets, sports
newsletter features the latest styles, describes special
facilities and team events.
offers and outlines up coming events. Why is Old Navy
$ Offer rewards! Encourage repeat visits to your
successful? They created an atmosphere, are product
farmers’ market … buy 4 times and get the 5th
and price sensitive and they make shopping there easy.
visit half price … bring a friend and get $5.00 off
your next purchase.
$ Have wheels, will travel! Arrange transportation
from the university to your market.
$ Activate! Establish an interactive website and
include a ‘recipe of the week’ section and quick, "Shopping is not my
tasty ideas for using product leftovers. most favorite pastime,
$ Couponing works! Provide coupons in university so I like to use the
orientation, spring skiing or cell phone purchase Internet to research
packages; do a coupon blitz at a major office products before I go
building; offer web coupons. shopping. That way I
$ Show you care! Sponsor a sports team or club. know the quality, price
and where I can find the
Bosse, 18, high school
“I’m more likely to stop at a
roadside stand because of
convenience and hours of
operation.” Kevin Lynes, Page 4 & 5 by:
25, Golf Professional Kathy Bosse
(CPGA), Westlock Golf Program Information Services Division
Course. Karen Goad & Darleen Lynes
Photo by G. Blais, Westlock News Ag-Entrepreneurship Division
Pester Power is a Billion Dollar
TWEEN: Not yet a
teenager and no longer a
child, a tween falls
between the ages of 8-14.
Canadian tweens influence $20 billion in
household purchases according to a recent
study by YTV.
Tweens number over 2.5 million in Canada.
value? Discret e more!
ot weens anadian. ionary
W hat dens value being C • 90% Inco
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• P ets e most 1. 25%
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nadian tweens fa ly 8% feel that 2. 16% occer
For 57% of Ca lives. On e Basketba
ing in their shifts as th 3. 10% ll
im portant th st important. This Swim
friends a r their teens. How do
tweens en er 50% From T.V ey hear about CO
ortant to ckages. . and fri OL new
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Hea lthy eati redients on food pa 65% hav
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W tur al parents loyed. Source: stination
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• 25% ms of teen nual Tw
84% of the mo een Rep
Resources: Kidfluence: The Marketers Guide to Understanding and Reaching
Generation Y, Kids, Tweens & Teens. Ann Sutherland, Beth Thompson
Generation Y Millennials Echo Boomers Generation.com
Whatever you call them, tweens are a force to be reckoned with. They grew up on salsa, chicken fingers, CDs, cell phones,
YTV, Family Channel, intruder or lock down drills in the school and e-mail. They don’t know what a record looks like, think
Santana is a new group and fast food is a way of life.
For the older tween, grocery shopping is one of their chores. What do you think they look for? Convenience, prepared food
and quick fix appeal.
They save money. One in ten invest in mutual funds. They are responsible, GREEN, mature, self sufficient and Internet savvy.
Access the tween and ultimately
• Affiliate your business with a sports • Is your product suitable for
program or team. fundraisers?
• Appeal to their green streak. • What can you learn from the
• Sponsor programs at school like fast food industry? Think
Student of the Week; Athlete of the incentives, playgrounds,
Year; Honor Roll. contests, clubs, games. Coupons to the winning team to
• Email offerings. visit your business?
American Girl, a company that
understands the tween!
Have you ever browsed through an American Girl® catalogue or website? If not
be prepared to be amazed at the power of tween empowerment
marketing. What makes American Girl® so successful? Hint: They aren’t
Pleasant T. Rowland, a former educator, created the American Girl brand in
1986 (acquired by Mattel in 1998), as a way to “educate and entertain young
girls with age-appropriate quality books, dolls and toys that integrate learning Holly and her beloved American Girl
and imaginative play experiences while emphasizing important traditional ‘Kirsten’ 1854 pioneer doll.
values.” With a mission that simply states, “To Celebrate Girls”, American
Girl® is now one of the top direct marketers and experiential retailers in the USA.
Their flagship product line, the American Girls Collection® includes historically accurate books, 18-inch dolls and accessories
based on nine-year-old fictitious heroines who offer girl-sized views of significant historical events. The books offer gentle life
lessons that remind girls of the importance of families and friends, compassion, responsibility and forgiveness. American
Girl® strives to maintain a vigilant eye toward top-notch quality and customer service in all its products.
American Girl® creatively dovetailed their brands and products and took the tween girl-empowering market to new heights
through less traditional means. Their marketing campaign is driven by word-of-mouth and fuelled by beautiful catalogues,
friendly, intuitive website design and exceptional customer service. They don’t rely on television, magazine or radio
advertising. Traditional values and standards of excellence have earned American Girl® several toy awards, the praise and
trust of many parents and educators, and a huge following of tweens.
American Girl® magazine accurately delivers the message, “You’re great—just the way you are!”, to a segment of the
population that is just starting to develop their sense of identity. Check them out at www.americangirl.com.
By Kerry Engel & Kathy Lowther. Moms of tweens and wanna-tweens.
A British Columbia
study reports that
agri-tourists in B.C.
want places that:
Would you know her if
rest and relax. you saw her?
• Take good care of
• Are appropriate for According to the Canadian Tourism Commission, the agri-tourist is
families. someone who has an interest in ag tourism and has visited a farm, fair,
market or pick-your-own or stayed at a working farm or guest ranch.
A recent study of ag tourism visitors “Horse enthusiasts” are another profile of people pulled
in Alberta tells us that there is a out of that same Alberta survey. They:
group of people who “enjoy country
shopping and entertainment”. They have • Make up a quarter of fair, rodeo, and destination
positive attitudes to: farmers’ market attendees.
• Look for country style weekend accommodation, that
• Gardening. acts as the base for other things nearby, including riding
• Relaxing. on a ranch.
• Slow paced vacations. • Are prepared to travel more than three hours.
• Wholesome, healthy, fresh food. • Are more likely to pay higher than average per trip.
• Country inns. • Are more likely to be younger (18—24).
Travel Activities and Motivation Survey: Interest in Agro-Tourism, Canadian Tourism Commission, www.canadatourism.com;
Agritourism in New York: A Market Analysis, New York’s Sea Grant Extension Program, www.seagrant.sunysb.edu/;
Based Market Potential for Ag Tourism: Alberta Agriculture Food and Rural Development, www1.agric.gov.ab.ca/$department/
deptdocs.nsf/all/apa547?opendocument; British Columbia Visitor Study,1995-96.
It pays to do your Learn from the
homework experience of
Bill Morrison, owner/operator of The Jammery, in Kelowna,
B.C., knew that a solid understanding of the industry would be A New York state survey
key to his success in a value-added agriculture business. indicated that the most
Bill’s idea was to start a business that resembled a winery but important things for
focused on jam—hence The Jammery. He started with a customers at an agri-tourism
vision and worked backwards from there, doing his research and attraction are:
planning his facility and products accordingly. Bill notes, “The
ag tourism industry has really grown since I started doing 1) Friendliness of staff.
research seven years ago, and there’s a lot more information 2) Scenic appearance of the
available now.” attraction.
3) Presence of farm animals.
Bill collected statistics and information on the tourism industry
4) Presence of barns or other
and discovered that he needed to focus on the locals. If the locals
are aware of The Jammery they are more likely to bring back
their visiting friends and relatives - and they do!
Bill’s advice when it comes to researching an industry? “Don’t
be afraid to talk to the competition. They were very helpful
The same survey reported
when I was doing my research.”
customers want to:
Visit The Jammery at www.jammery.com
1) Sample local foods, produce
2) Pick produce.
3) Go horseback riding.
4) Take a hayride.
Meeting the needs of the 5) Visit a petting zoo.
agri-tourist 6) Stay at a farm B & B.
7) Tour a farm.
8) Fish in a farm pond.
• Attracting tourists means your place should be much better 9) Learn farm history.
than the neighbors’ who don’t welcome customers onto their
farms and ranches!
• You need to offer a variety of things, but if you can’t do it all
partner with others to increase the impact of what you do.
• Use existing community ag events as a potential springboard The above study revealed that the
to get people to your place. #1 facility or service customers
• Food is key. Use your own or local products when you Restrooms!
can and promote the fact that you do.
• Think about the overall experience that you offer from the
perspective of the 5 senses. What does the customer see,
hear, smell, touch and taste?
By Sharon Stollery & Bill Reynolds, Ag-Entrepreneurship Division
Farm Direct Red Meat Industry Worth
$29.1 Million in Alberta
In 2003 the Alberta Agriculture Farm The processors were asked how many of The value of the farm direct marketing
Direct Marketing Initiative published the their customers direct market the meat meat industry is estimated to be $29.1
findings of their telephone survey of 299 that is processed in their provincial million.
Alberta farm direct marketers. One facility. Data was then extrapolated
recommendation from that survey was to across all fifty processors to arrive at What does this mean for you? If you are
conduct further research into the farm provincial figures. direct marketing meat you are a
direct marketing of meat products. As a significant contributer to the
result fifty Alberta meat slaughter and The results of the survey led to several agricultural economy!
processing facilities were surveyed in conclusions about the farm direct
February and March, 2004. Twenty-four marketing meat industry: One hundred percent of the meat
responses were obtained. processing facilities surveyed make sausage
with 46% of these facilities making 20,000
or more pounds of sausage per year.
Value of the Direct M arket Protein Industry What does this mean for you? There are
value-added opportunities available
around the province.
La Elk Five respondents indicated their facilities
Bisonmb Beef are certified organic while another four are
Pork considering certification.
What does this mean for you? If you are
considering organic production
$19,423,077 processing is available.
Over the next three years, 26% of
processors plan to expand their slaughter
capacity and 30% plan to expand their
Information to be Provided to Direct Marketers by AFPA processing capacity.
Know the costs of services What does this mean for you? There is
Know how the animal is to be cut
opportunity to grow your business.
Pre-book 8 weeks in advance
Processors clearly identified the types of
Complete description of the animal information they need from their farm
Other direct marketing clients.
Not to feed animals for 12 hours
Have a manifest
What do you need to know about your
processor’s business needs? Find out
Have the animal tagged
today! Call the Protein Team key
Have clean animals contacts: Rod Carlyon (780) 349-4466,
0 2 4 6 8 10 12 14 16 18 20 Bert Dening (780) 674-8247 or Jim Hansen
Number Responding (403) 653-5156
Eileen Kotowich, Ag-Entrepreneurship Division
Rod Carlyon, Business & Innovation Division
Re-think, Re-arrange, Re-emerge...
Pita & vinegar… “Allens brand white vinegar is out to repurpose their product as the perfect household
cleaner. The vinegar is now available in a new spray bottle designed to make vinegar
packaging for new uses. easy to use in the washing machine to soften clothes and remove stains. It’s also
environmentally friendly.” www.vinegarworkswonder.com
Marketing, May 3, 2004
Make mine a mini... “Between 1970 and 1986 Americans’ consumption of fresh carrots was static, averaging
six pounds per person. Starting in 1987, consumption rocketed, nearly doubling in ten
years and reaching almost eleven pounds per person in 2002. All because of the baby
Fast Company, Issue 82, May 2004
Farmers’ Market Alberta Agriculture is accepting applications from producers to sub lease their booth at
the Old Strathcona Farmers' Market for 4 week terms. The Old Strathcona Farmers'
Opportunity for Clients Market provides an excellent opportunity for sales as well as generating market research
about product quality and packaging. High season rates are $55 per week including
GST. If you have products with some added value and are interested in this test
marketing opportunity, contact Alan Dooley for more information.
Contact: Alan Dooley
Market Food Safely On Consumers’ Minds... It’s interesting to note that there has been a
drop in the level of concern over the use of
Recent surveys indicate that it’s not only pesticides and food preservatives. Alberta
the cost, nutrition and taste of food that is consumers are fairly confident about all
on consumers’ minds but they are also foods. Frozen dinners have the lowest level
concerned about the safety of the food of confidence: milk and dairy have the
they eat. The good news is that Alberta highest.
consumers are confident about the safety
of food available at grocery stores. Consumers believe that food safety
problems are most likely to occur during
Marketing on food safety is a way to processing and that processors had the most
distinguish your products from the important role in ensuring safe food. Only
competition but it should be subtle and 12 per cent felt that a problem would occur
you must always live up to your claims. at the farm. (Note this question posed
You don’t want consumers to begin prior to BSE discovery.)
doubting the safety of all foods.
When asked about their specific food Agri-Food Systems Branch, AAFRD
safety concerns, consumers indicated that (780) 427-0840
they worried about how food was
handled, cleanliness and proper storage.
Events For your free subscription to the Alberta
2004 Harvest Gala Agri-preneur newsletter, contact Darleen
October 15, 2004 Lynes at the Agri-preneur office:
Field Days and Alberta Fruit Sunday Calgary, AB
Festival Contact: Growing Alberta (780) 349-4466—Westlock
August 8, 2004 Phone: (780) 466-7905 ext 225
DNA Gardens, Elnora, AB Email: email@example.com Program Information Services
Contact: Joyce Megson Website: www.growingalberta.com Division
Phone: (403) 748-2289
Email: firstname.lastname@example.org Alberta Horticultural Congress For general information on
November 18—19, 2004 diversification contact:
Feastival of Fine Chefs Edmonton, AB Kathy Bosse, New Venture Specialist
August 25, 2004 Contact: Shirley Alton Alberta Ag Info Centre, (866) 882-7677
Edmonton, AB Phone: (877) 998-2782 or (780) 998-7586
Contact: Alberta Food Processors Assn. Email: email@example.com Ag-Entrepreneurship Division
Phone: (780) 444-2272 Website: www.albertahortcongress.com
Email: firstname.lastname@example.org Farm Direct Marketing
Organic Connections • Kerry Engel, Westlock,
November 14—16, 2004 (780) 349-4466
Feast of Fields
Saskatoon, SK • Karen Goad, Grande Prairie,
September 12, 2004
Email: (780) 538-5629
Contact: Janice Beaton
Website: www.organicconnections.ca Regional Cuisine
Phone: (403) 229-0900
• Janice McGregor, Stony Plain,
2005 (780) 968-3553
Heritage Food Festival Explore Direct Provincial Conference
September 12, 2004 January 24—26, 2005 Ag Tourism
Ukrainian Cultural Heritage Village, Red Deer, AB • Sharon Stollery, Stony Plain,
Edmonton, AB Contact: Lisa Sharp (780) 968-3514
Contact: Shirley Hauck Phone: (780) 679-1362
Phone: (780) 662-3855 Email: email@example.com Communications
Email: firstname.lastname@example.org • Linda Hawk, Medicine Hat,
Alberta Farmers' Markets Association (403) 528-5250
Northern Bounty V1 Conference Annual Meeting
September 23—26, 2004 January 25, 2005
Kelowna, BC Red Deer, AB Business & Innovation
Contact: Sandra Kochan Contact: Darlene Cavanaugh Division
Phone: (250) 860-1988 Phone: (780) 644-5377
Medicinal Aromatic Plants and
Email: email@example.com Email: firstname.lastname@example.org
Website: www.cuisinecanada.ca Website: www.albertamarkets.com
• Kathy Lowther, Airdrie,
North American Farmers’ Direct (403) 948-8537
Concept to Commerce
Week of October 12—15, 2004 Marketing Association Conference
Grande Prairie, AB February 7—14, 2005 ! Dial 310-0000 first for toll-free
Boston, MA access.
Contact: The Innovation Network
Phone: (866) 835-5005 or (780) 835-3959 Contact: NAFDMA ✉ To E-mail these specialists:
Email: Phone: (888) 884-9270 email@example.com
brutley-tin@ peacecountrycanada.com Email: firstname.lastname@example.org