KETCHUP

[MARCH 22, 2016]

EMBARGOED UNTIL: 5 AM, MARCH 22nd, 2016

PRINT EXCLUSIVE: POSTMEDIA NETWORK INC.
Mainstreet surveyed a random sample of 2,318 Ontario residents by Smart IVR on March 17th,
2016. A mixture of landlines and cell phones were surveyed. Margin of error: +/- 2.04%, 19 times
out of 20. Regional margins of error: Toronto: +/-3.9%; 905: +/-4.52%; North: +/- 5.97%;
East: +/-5.22%; South Central: +/-5.75%; Southwest: +/-5.2%; 19 times out of 20. Results
were weighed by geography, age and gender based on the 2011 Canadian Census.

A2

"Exclusive Mainstreet/Postmedia polls are protected

by copyright. The information and/or data may only
be rebroadcast or republished with full and proper
credit and attribution to Mainstreet/Postmedia.

KETCHUP MADE WITH ONTARIO TOMATOES MORE CANADIAN

March 22, 2016 (Ottawa, ON) A new Mainstreet/Postmedia poll nds Ontarians declaring Ketchup made
with Ontario Tomatoes but bottled in Ohio is more Canadian than Ketchup made with California Tomatoes
but bottled in Ontario. The Mainstreet/Postmedia Poll has a margin of error of +/- 2.04%, 19 times out of 20.
The ketchup wars have been in the news this past week and we wanted to see who Ontarians sided with,
said David Valentin, Executive Vice-President of Mainstreet Research.
Frenchs Ketchup is made with Ontario Tomatoes but bottled in Ohio. Presidents Choice Ketchup is bottled
in Ontario. The CBC has reported Presidents Choice sometimes uses Ontario Tomatoes while the Globe and
Mail has reported Presidents Choice sources its tomatoes from California.
So what do Ontarians think? 35% believe Ketchup made with Ontario tomatoes but bottled in Ohio is more
Canadian than Ketchup made with California Tomatoes bottled in Ontario. 24% believe the opposite while
another 24% dont think either product is Canadian at all. 17% werent sure either way.
For now, we are declaring Frenchs Ketchup the winner of the Ketchup Wars, continued Valentin.
However, almost 1 in 4 Ontarians dont think Ketchup bottled in Ohio is Canadian at all, Frenchs Ketchup
could be perceived as more Canadian if they began to bottle in Ontario.
Overall, 51% of Ontarians say its very important for food to be grown or processed in Canada. 85% say its
either somewhat or very important. Theres certainly an opportunity for companies to grow their market
share if they have Canadian products and can make consumers aware of the fact. Of course, just because
Ontarians are telling us country of origin is important, doesnt mean other factors like pricing, promotions
and branding dont play a role in ultimately deciding whats purchased, nished Valentin.
About Mainstreet Research
Mainstreet is a national public research rm. With 20 years of political experience at all three levels of
government, President and CEO Quito Maggi is a respected commentator on Canadian public aairs.
Dierentiated by its large sample sizes, Mainstreet Research has provided accurate snapshots of public
opinion, having predicted a majority NDP government in Alberta, a majority Liberal government in British
Columbia and a majority Liberal government in Ontario. Mainstreet has been the most accurate polling rm
in several by elections and the most recent Toronto mayoral election. Most recently, Mainstreet was the only
polling rm to correctly predict a Liberal majority government in the 2015 federal election.
-30Available for phone interview: David Valentin, (514) 913-5524 -david@mainstreetresearch.ca

A3

What is more Canadian?

Ketchup made from

California Tomatoes bottled
in Ontario

Ketchup made from

Ontario Tomatoes
bottled in Ohio

Neither is Canadian

Not Sure

A4

What is more Canadian?

18-34

35-49

50-64

65+

Male

Female

19%

24%

25%

27%

25%

30%

45%

30%

35%

30%

36%

32%

Neither

17%

24%

27%

30%

24%

22%

Not Sure

19%

22%

13%

13%

16%

17%

PC
Sample

312

601

699

706

1,054

1,264

ON

SW

SC

416

905

North

East

24%

25%

22%

23%

22%

25%

26%

35%

35%

37%

39%

34%

34%

32%

Neither

24%

24%

20%

25%

24%

26%

24%

Not Sure

17%

16%

21%

13%

20%

15%

19%

2,318

355

290

630

471

220

352

Sample

A: Ketchup made from California Tomatoes, bottled in Ontario

B: Ketchup made from Ontario Tomatoes bottled in Ohio
Neither: Neither is Canadian

A5

When buying groceries how important is

it that the food you buy is grown or
processed in Canada?

51%

34%
10

20
Very

30

40

Somewhat

50

9%

60

Not Too

70

80

90

Not At All

Not Sure

18-34

35-49

50-64

65+

Male

Female

Very

50%

47%

56%

54%

50%

53%

Somewhat

31%

39%

33%

33%

34%

34%

Not Too

12%

8%

8%

9%

10%

9%

Not At All

1%

5%

0%

1%

2%

1%

PC
Not Sure

7%

1%

3%

3%

3%

3%

ON

SW

SC

416

905

North

East

Very

51%

51%

52%

54%

50%

52%

48%

Somewhat

34%

33%

33%

33%

35%

33%

36%

Not Too

9%

10%

10%

9%

10%

10%

9%

Not At All

2%

2%

2%

1%

2%

2%

3%

Not Sure

3%

4%

4%

3%

3%

3%

3%

A6

SCRIPT

In your opinion what is more Canadian: Ketchup made from California Tomatoes bottled in Ontario or
Ketchup made from Ontario Tomatoes bottled in Ohio? Or do you consider neither product Canadian?
Ketchup made from California tomatoes, processed in Ontario
Ketchup made from Ontario tomatoes, bottled in Ohio
Neither Product is Canadian
Not sure
When buying groceries how important is it that the food you buy is grown or processed in Canada?
Very Important
Somewhat Important
Not Too Important
Not At All Important
Not Sure

ONLY WE
CALLED
THE
LIBERAL
MAJORITY.

I recommend "Raiders of the Lost Campaign Arc," released Oct. 18, because its an interview
with a pollster that everyone who follows politics should hear. Quito Maggi, of Mainstreet Public
Research, was the only pollster I saw call the Liberal majority with such condence, a week
before we voted.
Maggi also has the distinction of being the guy who predicted the BC Liberals would win in 2013,
in deance of the majority of the polls.
His technique involves picking a true bellwether riding and polling it thoroughly. His explanation
for how he does it is well worth a listen and should be required research for anyone running a
political campaign. - Shannon Rupp, The Tyee, November 4th, 2015
Mainstreet Research | 1322255B Queen Street East
| Toronto | Ontario | M4E 1G3 | Canada

Mainstreet is a national public research rm. With 20 years of political experience at all three
levels of government, President and CEO Quito Maggi is a respected commentator on Canadian
public aairs.
Dierentiated by its large sample sizes, Mainstreet Research has provided accurate snapshots of
public opinion, having predicted a majority NDP government in Alberta, a majority Liberal
government in British Columbia and a majority Liberal government in Ontario. Mainstreet has
been the most accurate polling rm in several by elections and the most recent Toronto mayoral
election. Most recently, Mainstreet was the only polling rm to correctly predict a Liberal majority
government in the 2015 federal election.

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