Branding the North Cariboo

www.farmed.ca

Quesnel Ag. & Hort. Leap 2014 By Heloise Dixon-Warren FARMED Chair

Before the Brand

THE Brand is part of the North Cariboo Agricultural Awareness & Marketing/NCAAM Project Phase I; Innovative grassroots, industry lead, community based, collaborative, approach with many partners and funders; From there to now = 2 years; Many hours spent in meetings, brainstorming, grant applications its has all been worth it!

NCAAM Project Components

Brand Development of a the North Cariboo Grown for You brand for identifying agricultural products and services

NCAAM Project Components

Highway Billboard Signage
Two-16 x 12 permanent signs situated adjacent to Highway 97 North and South of Quesnel

NCAAM Project Components

North Cariboo Farm Products Map Hard copy and Digital; Highlights the North Cariboo farms & agricultural products, services & experiences; 1st publication: 2012-13 2nd publication: 2014-15* (*launched TODAY!!)

NCAAM Project Components

Project Components:
Kiosk in LeBourdais Park (Quesnel Visitor Centre); displays the North Cariboo Farm Products Map, an Agriculture Display and sponsor logos.

NCAAM Project Components

Junior Farmer Program Encourage young people to farm and produce food; aids in creating healthy, sustainable communities; addresses food security issues

NCAAM Project Components

Junior Farmer Program Children grew vegetables in containers over the summer recording results in a journal 2011 - Quesnel Farmers Market 2012 - Incorporated into the Imagination Park program at the Quesnel & District Recreation Centre 2014 - ?????

NCAAM Project Components

Sustainability and Capacity Development Build capacity within both the local agriculture sector and all levels of government, so that local agriculture is both supported and thrives; Many levels: Industry, Grass roots initiatives, Organizations, Government, Educational institutions Agriculture Stakeholder Meetings in Feb and October, 2012

NCAAM Project Components

Conferences:
Ag & Hort Leap 2011, 2012, 2014 (2015, 2016) Workshops: Social Media, Geocaching, Website, Seed Collection & Storage, Root Cellar Tour

NCAAM Project Sponsors

Community Futures North Cariboo Rotary Club of Quesnel Northern Development Initiative Trust Cariboo Regional District Continuing Education Quesnel Northern Health HEAL Quesnel Community Foundation Quesnel Lions Club Spectra Energy-Helping Hands in Action Quesnel Farmers Market (HARVEST)

Now onto the brand

www.farmed.ca

The North Cariboo Farm Country Grown for You brand was designed by and is owned exclusively by FARMED

A Focus on the Brand

Branding Committee established Questions asked: What was the purpose of the brand? What / Who would the brand represent? What would the brand logo look like?; Who would use the brand? What products / services eligible for branding? What non-agricultural businesses could use the brand?

A Focus on the Brand

Steps: A design company was hired on; Committee worked closely with a facilitator (Community Futures North Cariboo); Developed brand and brand promise / vision; Established a brokering agreement with QCEDC / Quesnel Community & Economic Development Corporation to broker brand to December, 2014

The Brand Vision

Residents and visitors demonstrate a strong preference for

purchasing agricultural products and farm-based services in the North Cariboo, recognizing the quality, taste, environmental, health and economic benefits of buying local.

Symbolizes agricultural products and farm based services of the North Cariboo (McLeese Lake and Narcosli to Strathnaver; Nazko to Barkerville); Symbolizes the uniqueness of the region, exceptional quality, home grown taste & community relationships.

Phase II: North Cariboo Farm Country / NCFC Branding Project

FARMED partnered with QCEDC / Quesnel Community & Economic Development for Phase II. Grant Funds were accessed through the Province of British Columbia (BC Buy Local) and CCBAC / Cariboo Chilcotin Beetle Action Plan Plan to further develop brand and promote it throughout the North Cariboo; QCEDC hired on a Brand Co-ordinator

Benefits to the Producer..

Identify your products / services as North Cariboo Grown (easy identification for the consumer); Help market and raise awareness of your products and / or service; Collaboration and networking opportunities; Cluster and Co-operative marketing (= reduced costs); Create community connections and relationships; Increased economic stability and revenues.

Phase II: NCFC Branding Project

Three categories: North Cariboo Grown: vegetables, fruits, meats, poultry, eggs, Christmas trees, Birch Syrup, etc. North Cariboo Made: jellies, soaps, vinegars, syrups, socks, blankets, jerky, etc. North Cariboo Fun: farm tours, B&B, trail rides, (agritourism / on-farm experiences)

Phase II: NCFC Branding Project Components

Trade-marking FARMED has begun process to Trade-mark the phase Grown for You with Business Development Centre Logo cannot be Trade-marked as it include North Cariboo; Only way to protect your business identity and intellectual property in Canada is to register a Trademark; Trade-mark Registration is the best way to obtain exclusive right to use the mark in all of Canada in association with the products and services for which the registration is obtained

Phase II: NCFC Branding Project Components

Signage / Stickers

Phase II: NCFC Branding Project Components

Banners Lamp Post, Pull Up

Phase II: NCFC Branding Project Components

Market Booth Quesnel Farmers Market, Quesnel Fall Fall, Home Based Business Markets

Phase II: NCFC Branding Project Components

Website http://grownforyou.farmed.ca/

Phase II: NCFC Branding Project Components

Mural

Our members:
23 and growing
Alex Fraser Park Society Big Fire Farm Brass Monkey Buck Ridge Farm Cottonwood House Coyote Acres Diamond Island Farm Double M Ranch Elder Witch Family Tree Farms Glenrosa Gardens
Good for You Market Harmony Farm Heritage Acres Organics Knauf Ranch M/M Ranch Moose Meadows Farm Pen-Y-Bren Roddie Creek Ranch Savalas Steak House Sisters Creek Simmentals Sweet Tree Ventures Walkin Acres

Thank you to:

Where to now
Branding the North Cariboo
Increase recognition of brand throughout the North Cariboo (in our rural communities also); when consumers see brand = LOCAL; Increase opportunities for Brand Recognition: Increase number of producers that subscribe to the brand Increase number of restaurants that subscribe to the brand Develop relationship with the grocery stores local / regional; large / small; chain / independent;

Where to now
North Cariboo Farm Country - Grown for You food festival (Farm to Plate / Field to Fork - summer / fall 2014); Growing North Cariboo (NEW not for profit); Enhance linkage between local food and health (healthy people, sustainable communities, strong economy and environments);

Possibility for expansion of the brand North Cariboo, Central Cariboo, South Cariboo, Prince George, etc.

North Cariboo Farm Country Were growing for You

THANK YOU www.farmed.ca