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Crossover Effect of Ethno-cultural Vegetables: Examining the Guelph Consumers

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Title: Crossover Effect of Ethno-cultural Vegetables: Examining the Guelph Consumers
Department: School of Environmental Design and Rural Development
Program: Capacity Development and Extension
Advisor: Filson, Glen
Abstract: Abstract The Crossover Effects of Ethno-cultural Vegetables: Examining the Guelph Consumers Keisha Davis, M.Sc. Advisor: University of Guelph Dr. Glen Filson Over the years the migration to Canada has grown significantly, with Statistic Canada information suggesting that the increase between 2006 and 2010 was an average of 13.6%. This means that the population of Canada is becoming more and more multicultural with the inclusion of Asians, Afro-Caribbean and others. With the diversity of people comes diversity with cultures, which includes the type of food that people eat and thus ultimately what the market will demand. Since 2010 the Ethno-Cultural Vegetable (ECV) Team at the University of Guelph has been researching ECV in Canada. One major finding suggests that the Greater Toronto Area has a significant market for ECV valued at $61M per month which is presently being supplied by imports. Further investigation however needs to be done to provide the various stakeholders more information on the growing market potential of ECV. The crossover effect of ECV; examining the Guelph Consumers’ knowledge and use of ECV is one of the research issues that will provide more information on this development. This research examines the present and future possible acceptance of ECV in the largely non-immigrant city of Guelph. The research is based on an exploratory, descriptive and relational research design and a mixed method approach utilised in the collection and analysis of the data. The collection instruments are inclusive of surveys, focus groups and interviews thus validating the research by the process of triangulation. The results of the research indicate among other things that the Guelph consumers are very adventurous and are willing to try ECV if certain criteria are met; including local production, availability and freshness. The findings of the research can lead to improved business decisions and policy development within Canada’s agricultural sector.
Description: The goal of this research was to examine the position of the Guelph consumers relevant to the crossover effect of ethno-cultural vegetables. The research gives stakeholders a better understanding of the potential market demand that exist for these vegetables through its examination of consumer vegetable purchasing decisions and their perceptions of local vegetables within the specific locale.
Date: 2014-12
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