SURVEY RESULTS SUMMARY

Transcription

1 SURVEY RESULTS SUMMARY Help Organic Alberta grow your business. Thursday, November 9, 2017

2 166 Total Responses Date Created: Thursday, July 13, 2017 Complete Responses: 132 Corp.

3 Q34: How much growth in sales have you had over the past 5 years? (Cumulative not annual.) Answered: 136 Skipped: 30 Nearly 50% of respondents have experienced 0-24% growth while only 12% experienced negative growth in the past 5 years.

4 Q35: What are your plans for the next 5 years? Select all that apply. Answered: 143 Skipped: 23 The vast majority of respondents plan to grow their businesses over the next 5 years.

5 Q35: What are your plans for the next 5 years? (Other comments.) Answered: 143 Skipped: 23 Category Responses Same thing 53.57% Succession planning 14.29% Increase efficiencies 7.14% Transition more acres to certified 7.14% Crop diversity 3.57% The majority of those who selected Other stated that they didn t plan to change anything. Equipment upgrades 3.57% Intensify production 3.57% New product development 3.57% Revert to conventional 3.57% Value-adding 3.57%

6 Q36: Which of the following possible strategic priorities should Organic Alberta focus on to deliver the greatest impact to the organic industry. Answered: 130 Skipped: 36 Strategic Priorities Weighted Average Develop the local value added and processing sector 8.44 Develop a marketing campaign to increase demand for organic production in Canada 8.26 Obtain a regulation in Alberta to ensure that everyone using the word organic is certified, that producers have a level playing field, and consumers have confidence in the organic logo 7.56 Attract new and young farmers into organics 7.11 Educate school children about organics 6.90 Maintain strong standards nationally, including the integrity of the system 6.33 Market Alberta based products in export markets 6.32 Help develop the grain value chain 6.05 Facilitate the development of distribution systems 5.89 Help develop the beef value chain 5.68 Help develop the horticultural value chain (including a wholesale/distribution system) 5.53 Attract conventional growers into organics 5.41 The three priorities for respondents were to develop greater value added and processing capacity, increase demand for organics and protect the organic brand.

7 Q37: Is there anything else that Organic Alberta should focus on that could greatly impact the organic industry? Answered: 38 Skipped: 128 Program Category Occurance Program Category Occurance Growth in demand 23.68% Help source local seeds 2.63% Consumer education 21.05% Help source local supply 2.63% Grower education 10.53% Industry education 2.63% Increase lobbying efforts 7.89% Maintain the standards 2.63% Clean up bad brokers 5.26% Product testing 2.63% Beef feed lot 2.63% Reorganize 2.63% Fund cert. organic projec 2.63% Support marketing co-ops 2.63% The majority of responses centred around a desire for OA to help with increasing demand and educating consumers, which indirectly is motivated by a desire for market growth as well.

8 Q38: How will the following potential challenges impact your business and the industry over the next 5 years? Answered: 144 Skipped: 22 Cost of land Top 5 Challenges Weighted Average Competition from Alberta producers who use the organic label to market their products in Alberta without being certified organic (because there is no provincial regulation prohibiting it) Too many retail labels confusing the consumer (i.e. natural, antibiotic free, local, humanely raised, ethical, fair trade, etc.) Fluctuating prices Competition from foreign growers Aligns with the respondents top strategic priorities rankings in Q36.

9 Q39: How would you rate your interest in learning more about the following Business Management Skills? Answered: 144 Skipped: 22 Weighted Interest Ratings Average Marketing 1.29 Pricing your product (for wholesale or retail) 1.10 Market trends and forecasting 1.00 Record keeping (per certification requirements) 0.70 Financial record-keeping/analysis (including cost of production, contracts, etc.) 0.68 Storage and handling 0.66 Human resource management 0.18 Marketing orientated skills are of the highest interest for the respondents.

10 Q40: Do you feel the sale of unregulated organic labeled products has a detrimental impact on the integrity of the organic certification label? Answered: 143 Skipped: 23 There is widespread concern amongst the respondents regarding the sale of unregulated organic labeled products.

11 Q52: Do you have any other suggestions for how Organic Alberta could help support the organic industry over the next 5 years? Answered: 56 Skipped: 110 Suggestion Category Occurance Suggestion Category Occurance Consumer Education 14.29% Promote AB processing capacity 3.57% Regulation lobbying 10.71% Consult organic farmers 1.79% Producer education 8.93% Don't encourage new growers 1.79% New or small farm focus 5.36% Facilitate supply pooling 1.79% The most common suggestions could be categorized as consumer education and regulation lobbying. Grow market demand 5.36% Help with value adding 1.79% Advocate for organic interests 3.57% Police growers for labeling compliance 1.79% Grain marketing 3.57% Develop a youth organic grower program 1.79%

12 Q1: How many years have you been certified organic or serving the organic sector? Answered: 166 Skipped: 0 Good representation of both those who are new and those who are experienced.

13 Q2: What region of the province are you located? Answered: 166 Skipped: 0

14 Q3: What is your age? Answered: 165 Skipped: 1 82% of respondents were 35+.

15 Q4: This business is operated by: (Select all that apply.) Answered: 166 Skipped: 0 The majority of respondents represent a spousal partnership or a male operated business.

16 Q5: Do you own or manage any of the following organic businesses? Select all that apply. Answered: 166 Skipped: 0 89% of all respondents are Farmers/Ranchers.

17 Q6: Do you produce grains and/or market garden crops? Select all that apply. Answered: 150 Skipped: 16 87% of producers are growing grains

18 Q7: As a crop producer, how would you rate your interest in learning more about the following topics? (Top 5 noted by all crop producers.) Answered: 136 Skipped:

19 Q7: As a Grain producer, how would you rate your interest in learning more about the following topics? Answered: 128 Skipped: 2 Weighted Top 10 Interests Average Weed management 1.80 Soil health and fertility 1.77 Crop rotation planning 1.60 Green manure management 1.59 Equipment: field equipment 1.47 Intercropping (cash crops) 1.45 Crop variety selection 1.42 Assessing nutrient availability on the farm (eg soil test, plant tests, etc) 1.40 Biological control for weed, disease or insect management (eg predatory insects, herbivorous insects, etc) 1.34 Understanding certification requirements including record keeping, standards, and regulations 1.32 Crop rotation, Green manure management, and Equipment were of much greater interest to grain growers than to market growers.

20 Q7: As a Fruit/vegetables/herbs producer, how would you rate your interest in learning more about the following topics? Answered: 18 Skipped: 0 Weighted Top 10 Interests Average Weed management 1.78 Soil health and fertility 1.76 Assessing nutrient availability on the farm (eg soil test, plant tests, etc) 1.65 Biological control for weed, disease or insect management (eg predatory insects, herbivorous insects, etc) 1.61 Green manure management 1.53 Amendments and inputs (eg compost teas, humic acid, etc) 1.53 Crop rotation planning 1.44 Intercropping (cash crops) 1.35 Insect management 1.33 Crop variety selection 1.29 Assessing nutrient availability and Biological control were of much greater interest to market growers than grain growers.

21 Q8: How many total crop & market garden acres do you have in production? (Grain producers only.) Answered: 128 Skipped: 2 The largest percentage of grain growers have acres.

22 Q8: How many total crop & market garden acres do you have in production? (Fruit, vegetables and/or herbs producers only.) Answered: 18 Skipped: 0 Just like the grain producers, the largest percentage of market garden growers had acres.

23 Q9: Are you a livestock producer? Answered: 136 Skipped: 30 31% of producers had livestock.

24 Q10: As a livestock producer, please rate your level of agreement with the following statements? (scale is -2 to 2) Answered: 43 Skipped: 123 Livestock producers were relatively neutral regarding the need for more abattoirs, however, those who wanted more were more emphatic with their responses.

25 Q11: How do you acquire your organic feed? Select all that apply. Answered: 43 Skipped: 123 Although the vast majority of livestock producers, grow their own organic feed, 30% need to purchase all or some of their organic feed.

26 Q12: Do you produce cattle? Select all that apply. Answered: 43 Skipped: % of the livestock producers responding to the survey produce beef cattle.

27 Q13: How many cattle did you have at the beginning of 2017? Answered: 35 Skipped: 135 On average, the respondents had 187 cattle at the beginning of 2017.

28 Q14: How many cattle do you market per year (both certified and noncertified? Answered: 35 Skipped: 135 The range of responses was between 3 to 1300 cattle. On average, the respondents market 97 cattle per year.

29 Q15: What percentage of your cattle do you market as certified organic? Answered: 35 Skipped: % of respondents stated that they market some of their herd as certified organic. Those who do, market 74% of their herd as certified organic.

30 Q16: If you are marketing as certified organic are you: (Select all that apply.) Answered: 11 Skipped: 0 A fairly even distribution of responses were collected for all ways of selling their organic beef.

31 Q17: When marketing non-certified organic cattle, how do you market them? Select all that apply. Answered: 35 Skipped: % of respondents market their non-certified organic cattle as live animals through auction marts.

32 Q18: When marketing non-certified organic cattle, which of the following labels do you use? Select all that apply. Answered: 35 Skipped: 131 When marketing their noncertified organic cattle 46% of respondents market them as Grass Fed/Grass Finished.

33 Q18: When marketing non-certified organic cattle, which of the following labels do you use? Select all that apply. Answered: 35 Skipped: 131 The majority who answered Other noted that they do not apply any labels.

34 Q19: Do you produce poultry? Select all that apply. Answered: 41 Skipped: % of respondents produce poultry.

35 Q20: How many broilers do you market per year (both certified and noncertified)? Answered: 6 Skipped: 160 The majority (67%) of broiler producers are small, marketing 1-99 broilers each year.

36 Q20: How many broilers do you market per year (both certified and noncertified)? Answered: 6 Skipped: of the 6 respondents market all of their broilers as certified while the other 4 do not market any as certified.

37 Q22: Are you raising broiler chickens primarily outdoors (eg: pasture poultry)? Answered: 6 Skipped: % of respondents raise their broilers primarily outdoors.

38 Q23: What other livestock do you produce? Select all that apply. Answered: 41 Skipped: % of livestock producers also raise hogs, while 15% raise Sheep or Goats.

39 Q23: What other livestock do you produce? Select all that apply. Answered: 41 Skipped: of the 26 respondents who answered Other specified none as their answer. Of the 5 who specified, 2 responded with Cattle, 2 with Hogs for personal consumption and 1 with Muscovy Ducks.

40 Q24: How many hogs did you have at the beginning of 2017? Answered: 35 Skipped: 135 On average, the respondents had hogs at the beginning of 2017.

41 Q25: How many hogs do you market per year (both certified and noncertified)? Answered: 35 Skipped: 135 On average, the respondents market hogs each year.

42 Q26: What percentage of your hogs do you market as certified organic? Answered: 35 Skipped: 135 None of the respondents market their hogs as certified.

43 Q27: If you are marketing certified organic, how do you sell your products? Select all that apply. Answered: 9 Skipped: 157 None of the respondents market their hogs as certified.

44 Q28: Are you raising your hogs primarily outdoors (eg: pasture pork)? Answered: 9 Skipped: % of the respondents raise their hogs primarily outdoors.

45 Q29: How many acres do you have in forage production? Please include pasture, grazing and hay. Answered: 114 Skipped: 52 61% of the producers who responded grow forages.

46 Q29: How many acres do you have in forage production? Please include pasture, grazing and hay. (Forage producers only.) Answered: 70 Skipped: 0 The majority (61%) of the producers who grow forages, have between acres.

47 Q30: As a forage producer, how would you rate your interest in learning more about the following topics? Answered: 70 Skipped: 96 Learning Interest (highest to lowest) Weighted Average Soil health 1.40 Weed management 1.36 Assessing nutrient availability on the farm (ex. Soil test, plant tests, etc.) 1.27 Forage variety selection 1.22 Understanding certification requirements including record keeping, standards, and regulations 1.15 Equipment 1.12 Insect management (both pests and beneficial) 1.04 Disease management 0.97 Amendments and inputs (ex. compost teas, humic acid, etc.) 0.97 Carbon sequestration 0.83 Custom grazing 0.58

48 Q31: Do you process any food, feed, livestock or seed? Answered: 152 Skipped: 14 16% of the respondents are processors.

49 Q32: What type of processing operation do you have? Select all that apply. Answered: 24 Skipped: 1 The largest percentage (42%) of processor respondents have a consumer ready packaged products operation.

50 Q33: What type of cleaning do you do? Select all that apply. Answered: 6 Skipped: % of processor respondents clean their own seed while 50% clean to end market specs.

51 Q41: Do you think the following Organic Alberta programs have value? Answered: 124 Skipped: 42 Working with indigenous communities Programs that focus on women and agriculture Programs that provide farmer to farmer learning (eg apprenticeships/mentorships, field days, farm clubs) Programs that support the next generation of ecological farmers (eg Young Agrarians and farm tours) Seed biodiversity program International market programs Local and domestic market programs Transitioning producer programs (eg pivotandgrow.com, POGI, Organic Alberta grain programs, attending Grain quality, yield and profitability programs (eg. nutrient management programs, agronomy training, fact sheets, Overall, the programs were considered more valuable than not, however, the indigenous programs were the lowest rated and most divisive amongst respondents Have No Opinion Don't See Value See Value

52 Q41: Do you think the following Organic Alberta programs have value? Answered: 124 Skipped: 42 Programs Net Familiarity* Programs that provide farmer to farmer learning (eg apprenticeships/mentorships, field days, farm clubs) 34 Transitioning producer programs (eg pivotandgrow.com, POGI, Organic Alberta grain programs, attending traditional tradeshows, etc.) 7 Programs that support the next generation of ecological farmers (eg Young Agrarians and farm tours) 1 Grain quality, yield and profitability programs (eg. nutrient management programs, agronomy training, fact sheets, videos, pivotandgrow.com, Talk to an Organic Expert) -3 Programs that focus on women and agriculture -17 Local and domestic market programs -42 Seed biodiversity program -42 International market programs -47 Working with indigenous communities -50 Respondents were unfamiliar with the majority of OA programs. Respondents were most familiar with farmer to farmer learning programs and least familiar with the indigenous and international market programs. *Number of respondents who are familiar with the program less respondents who are not familiar.

53 Q42: What additional programs would you find useful? Answered: 28 Skipped: 138 Program Category Responses Program Category Responses None 32.14% Organic pedigreed seed 3.57% Crop tours 7.14% Organic regulations 3.57% Soils 7.14% Peer group meetings 3.57% Weed control 7.14% Risk management 3.57% Aboriginal collaboration 3.57% Rudolf Steiner sciences 3.57% Bio-bynamics 3.57% Small crop handling 3.57% Extension courses at Olds 3.57% Stewardship programs 3.57% Most respondents did not note any additional programs, but those who did were most interested in agronomy related programs. Marketing 3.57% Transitioning to organic 3.57% Natural farming 3.57% Value adding 3.57% Online learning 3.57%

54 Q43: Thinking back to when you first entered the organic industry, what do you wish you knew then that you know now? Answered: 61 Skipped: 105 Desired Knowledge Responses Desired Knowledge Responses Agronomic knowledge 32.79% Equipment to buy 1.64% Marketing 11.48% Harvesting 1.64% Organic requirements/regulations 6.56% How to start 1.64% Record keeping 6.56% Importance of networking 1.64% Ecological practices 4.92% Importance of observation 1.64% Nothing 4.92% Lack of public knowledge 1.64% Difficulty/amount of work 3.28% Market volatility 1.64% Customer relationships 3.28% Organics not a fad 1.64% Everything 3.28% The capital required 1.64% Agronomic knowledge and marketing were the most commonly noted topics respondents wished they had known more about when they started. Future land prices 3.28% Value of peer learning 1.64% Value adding 3.28% What works locally 1.64% Value chain partners 3.28%

55 Q44: What is your preferred learning style? Select all that apply. Answered: 135 Skipped: 31 Respondents prefer in-field, hands on learning.

56 Q45: What is your primary source (other than Organic Alberta) that you rely on for information to help you with your organic operation? Answered: 98 Skipped: 68 Source of Information Responses Source of Information Responses Peers 37.76% Trial and error 5.10% Organic certifier 20.41% Value chain partners 5.10% Internet 19.39% Books 4.08% Respondents rely mostly on their peers, organic certifier and the internet for information. Industry publications 13.27% Research associations 3.06% Industry associations 9.18% Conferences 2.04% Government 5.10%

57 Q46: Which of the following Organic Alberta events have you attended over the past 2 years? Select all that apply. Answered: 132 Skipped: 34 39% of respondents did not attend any of the listed OA events

58 Q46: Which of the following Organic Alberta events have you attended over the past 2 years? (Reasons why.) Answered: 132 Skipped: 34 Reasons Responses Reasons Responses Too busy 50.00% Poor health 5.77% Info not relevant 11.54% Attendees not organic enough 1.92% The majority of respondents who didn t attend OA events stated that they were too busy. Travel distance 11.54% Coworkers attend 1.92% Not interested 7.69% From out of province 1.92% Did not know about them 5.77% Too costly 1.92%

59 Q47: How would you rate the communication you receive from Organic Alberta? (range = -2 to 2) Answered: 134 Skipped: 32 Communication is rated relatively highly by respondents, with the website leading all other means. The website is valuable. It is easy to find what I m looking for on the website. The quarterly magazine is valuable. The E- Update monthly s are valuable. The information is relevant to my region. The information is relevant to my operation.

60 Q48: How often do you visit the OA website? Answered: 133 Skipped: 33 A large percentage (29%) of respondents have never visited the OA website. Of those who do, only 23% visit monthly.

61 Q49: How could the Organic Alberta magazine be improved? Select all that apply. Answered: 123 Skipped: 43 24% of respondents were not aware that there is an OA magazine. 38% felt no changes are needed to the magazine, however, for those who did suggest a change, the most common response was to have more practical content included.

62 Q49: How could the Organic Alberta magazine be improved? Select all that apply. (Other suggestions.) Answered: 123 Skipped: 43 Respondents Other suggestions? (please specify) 1 Often too busy to read. The summaries with a link to in-depth work well. 2 Farm Business stories from local farm business 3 Time limitations the past two years and needing to focus on on farm duties means I cannot fairly answer this. 4 Don't take time 5 It's perfect 6 Information on Alberta first, but it would also be interesting to learn about the rest of Canada and the world as well 7 have not read enough to have an opinion 8 I do not get a chance to read it - I get very busy. 9 I don't read it 10 Haven't read it enough to comment 11 I find it good, just don't have time to read all of them. 12 Read the Rodale online mag. It givs lots for everyone. 13 geared toward new readers with indepth studies to more forward learing 14 I find too much advertising now. I understand the costs behind the publication, but find that much ads irritating.

63 Q50: How could we improve the E-Update monthly s we send? Answered: 124 Skipped: 42 17% of respondents do not have . 48% felt no changes are needed to the E- Update s. I don t have . They should come more often, maybe every 2 weeks. Make them shorter, I don t have time to read all that. I like it the way it is, don't change a thing. Wait, Organic Alberta sends out monthly updates? Other suggestio ns? (please specify)

64 Q50: How could we improve the E-Update monthly s we send? (Other suggestions.) Answered: 124 Skipped: 42 Respondents Other suggestions? (please specify) 1 Keep them simple and relevant, with links to more comprehensive subjects. 2 don't have internet 3 We do not want 4 it find 5 Im new to the s and information its been good so far 6 Target them more speifically to the member. ie farming related notices to farmers, and production to producers. Most seem to be about farming so I ignore them. 7 To find out more... include links. 8 Junky 9 Not germane to me 10 Don't know 11 no ndp gov 12 see above 13 send out to those who don't have via surface runner 14 Shorter weekly would be good. Or like COG did recently, a highlight of popular Facebook posts (based on likes, shares). I thought that was brilliant. 15 I am glad to know you are there to help and answer some of our questions and help us solve some of our problems 16 Recent Alberta Organic prices chart 17 Not sure I'm on the list for this

65 Q51: What is your preferred method of receiving communication from Organic Alberta? Answered: 134 Skipped: 32 The majority of respondents (58%) prefer , followed by mail at 33%. 4 of the 7 Other responses were for both and Mail.