Homegrown Ontario™ identifies Ontario – produced pork, veal and lamb

New brand helps consumers to choose local meat products.

GUELPH (ON), JUNE 27, 2007 – With the growing trend towards buying local and consumer demands for transparency when it comes to the origin of their food; Ontario Pork, the Ontario Veal Association, and the Ontario Sheep Marketing Agency are pleased to announce the launch of Homegrown Ontario™, a new brand designed to help consumers identify and choose Ontario produced pork, veal and lamb.

“Research conducted by Ipsos Reid indicates that 9 in 10 consumers, when given the choice, would prefer to purchase Ontario meat products over meat from other origins,” says Jennifer Haley, chair of Homegrown Ontario and executive director of the Ontario Veal Association. “Ontario consumers believe their meat purchase decisions will have a direct and positive impact on their local economies, and will support rural Ontario and Ontario’s family farms.”

Homegrown Ontario promises to help consumers identify Ontario pork, veal and lamb products both on pack and in-store at their local retailer with an eye-catching logo – a red barn with a trillium in the centre.

“Ontarians have long been loyal supporters of local produce,” says Haley. “Now, Homegrown Ontario gives them the opportunity to choose Ontario product at the meat counter too. Plus, with meat, there is the added bonus of year-round availability.”

“In addition to helping consumers identify food which is locally grown, the Homegrown initiative promotes open and proactive communication across the agri-food value chain,” says Bette Jean Crews, Agricultural Adaptation Council (ACC). “The AAC is pleased to invest in a project that supports industry partnerships, collaboration, and the promotion of Ontario products.”

The Homegrown Ontario logo will first be seen this summer on Ontario pork, veal and lamb at select farmers’ markets across Ontario including the St. Lawrence, Kitchener, Hamilton and St. Jacob’s farmers’ markets. Throughout the next few months consumers will find the logo on posters, recipe booklets, and Ontario pork, veal and lamb products in a growing number of independent grocery retailers and butcher shops. A new website www.hgontario.ca will offer recipes as well as a store locator and other consumer, trade and media information.

“I congratulate Homegrown Ontario for their producer-led branding and marketing campaign that focuses on the fresh, high-quality pork, veal and lamb produced in the province,” says Leona Dombrowsky, Minister of Agriculture, Food and Rural Affairs. “The Homegrown strategy complements our government’s Pick Ontario Freshness campaign. If we buy Ontario, everyone wins, because we are supporting our farmers, and processors, our rural economy, our environment and ourselves with healthy food from here at home.”

Media contact:

Cara Epp
Faye Clack Communications Inc.
t. 905-206-0577 ext. 241 / 222
e. cepp@fayeclack.com