Canadian Poultry Magazine

Consumer Behaviours Provide Innovative Opportunities for Farmers

By George Morris Centre   

Features Profiles Researchers

April 3, 2009- Canadian farmers are already seeing
opportunities to reap rewards from a three-year study of consumer meat
purchasing habits.  Results are providing more detailed information on
consumer behaviour than has ever been available.

The recently completed Consumer Data for Farmers
project is the first of its kind to access such a vast array of data on
the drivers and behaviours of consumers, and share that information
with the industry.  It was undertaken in partnership with the Chicken
Farmers of Canada, the Canadian Sheep Federation, the Canadian Pork
Council, and Ontario Veal.


According to Martin Gooch, Director
of the Value Chain Management Centre, “no matter how good a product is,
knowledge of consumer behaviour is critical to the success of any
business.  The consumer insights gleaned from this project will allow
producers to target the right markets, reduce costs, and capture added

A key benefit for producers is the ability to build a
more detailed picture of their consumer base, then enhance those
product attributes consumers deem critical to their satisfaction.

This project was funded in part by Agriculture and Agri-Food Canada through the National Advancing Canadian Agricultural and Agri-Food (ACAAF) program.

Reports and workshop presentations may be accessed through the Value Chain Management Centre website: .   Report customization is also available upon request.


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