Organic marketer boosts sales

By John Greig, Ontario Farmer staff
Ontario Farmer © Copyright 2006, Sun Media Corporation
Tuesday, March 28, 2006

FieldGate Organics continues to increase its sales by 15 per cent per month by using a unique method of marketing directly to consumers through farmers markets.

Eighteen organic farmers make up FieldGate, which started with 12 farmers looking for a way to market their organic beef. After searching for a while, and looking a wholesale marketing opportunities, they connected with food marketer Ted Soudant. The challenge of BSE-induced price drops meant the group accelerated plans to market directly to consumers.

They now market their products mostly through farmers markets in Windsor, London and Barrie.

What started as a beef marketing operation now covers a large range of organic products including other meats, produce and a new bakery installed in the London Covent Garden Market site.

Marketing manager Dan Murphy told a recent value added conference in Seaforth that they have learned a lot in a few years, including about marketing meat. Carcasses are now hung in London, and cuts are made on request, a rarity in today's boxed meat world.

Another lesson learned is that a third of customers at the London location are university students. The group learned that lesson after a dip in sales during the summer, when students returned home. Presentation of product is paramount, says Murphy, and FieldGate makes certain to have fresh meat displayed.

Challenges for the future of the group include managing transportation with higher fuel costs, continuing to grow what is a capital-intensive venture, finding butchers with knowledge of meat cutting, with a lack of places educating meat cutters and finding enough abattoirs close to production areas which can process organic meat.

OACC gratefully acknowledges Ontario Farmer for permission to post this article on our website.