Ontario Farm Fresh Marketing Association

Fresh Facts
Providing knowledge and leadership to grow the farm fresh experience.

A word from the President Newsletter #330

July 2018
We have officially entered the dog days of summer. My sources tell me that this has Volume 34, Number 5
something to do with Sirius, the Dog Star appearing on the horizon at daybreak. But to
me these days conjure up all kinds of other images.
Hot sultry days, golden fields of grain gently waving in a slight breeze if you are lucky,
and noisy cicadas letting us know they are everywhere even though they rarely show
their ugly selves. The grass has decided to take a bit of a break from its seemingly end- Inside this issue:
less desire to grow. Shade trees call invitingly and that lounge chair with an ice cold
glass of lemonade sits there inviting us to just give in to its guilty pleasures. Membership News 2
There is one creature on the farm that I have always thought truly has these days fig-
ured out. In fact I have no doubt he thinks they are named after him. Bowser lies there,
Foodland Mer- 3
chandising
with perhaps one eye half open, seemingly unaware that anything or anyone else in the Award
world even exists. The odd fly has the impertinence to intrude on his serenity but other 3 Simple Steps to 4
than that he rules this time with a degree of mixed nonchalance and superiority that at Increasing Loyalty,
times makes me jealous and at other times gives me a feeling that everything really is Sales and Profita-
all right with the world. bility
Most of us have very little time during this season of the year to actually put our feet up A story to put you to 6
and do the “dog thing”. We see people and families visiting our farms who are obviously Sleep and Other
Innovative Ideas
on vacation. We see their laughter and happiness. We hear them planning their de-
lightful supper time menus as they browse through our produce. It almost irritates us Upcoming Events 8
that they can spend the luxury of 5 minutes just to pick out the perfect dozen of corn, or
that just ripe enough but not too ripe tomato. And sometimes we wonder; “Where did
we go wrong?” Why do we feel guilty every time we just stop to catch our breath?
I am not about to take on the role of your psychiatrist but may I suggest that as you plan
your schedule that it is perfectly all right, maybe even a necessity that you plan some
off time. Some of us need to reprogram ourselves to feel guilty for not taking that time.
We all know the excuses we use; financial pressures, being a good example to our em-
ployees, the customer’s needs always come first. But sometimes we are actually more
productive off our feet then on them. Sometimes rather than being resentful of Fido we
could just imitate him for a bit.
My theory is that part of the reason we have these extra long days this time of the year
is so that we can build in siesta times where we can refuel and re-energize. Taking a
whole day a week off throughout this busy time may seem out of reach for some of you
but you may be surprised what can be done with careful planning and discipline.
Speaking of time off I hope that many of you will take the time to join us at our annual
OFFMA picnic. Take advantage of this chance to relax with colleagues and friends. You
can even ease your guilty conscience with the fact that you will almost assuredly pick
up tips through this networking opportunity that make you even more efficient and able
to serve your customers better.
And if you have no other reason this may be your one chance this summer to stick it to
Rover!
I hope to see many of you there.

Steve Martin
OFFMA President
Page 2 Fresh Facts
MEMBERSHIP NEWS
Classifieds
AUCTION SALE
Saturday, August 18 for Ben Dik-
keboom, Parkside Farm in Wa-
terdown, Jim McCartney Auction
Service, see photos at
www.auctionadvertiser.com An in-
sert has been included with this
newsletter. It has additional auction
details as well.
FOR SALE
Our own grown & pressed ciders &
fruit blends as well as jams.
No preservatives, pure, natural,
great shelf life & delicious.
Please contact Bayfield Berry Farm
for more information 519-482-1666
or salesberryfarm@tcc.on.ca
SOLD
Pie Master Model MT-20E Electri-
cally Operated Turnover Ma-
chine
Asking $3000; Contact
Smithsapplemarket@gmail.com or
519-832-3051 for more infor-
mation.
Mapleton's Organic Dairy
Looking to scoop ice cream?
Bulk ice cream and soft serve fro-
zen yogurt available.
info@mapletonsorganic.ca
FOR SALE
Frozen pitted sour cherries available
for wholesale and retail from
Delhaven Orchards, 519-676-4475
or delhaven@ciaccess.com
FOR SALE
2L and 4L plastic baskets, made in
Canada, sturdy handles, strong dura-
ble plastic, weatherproof, reliable de-
livery. www.shouldicefarm.com
Contact: shouldice1@bell.net,
613-838-4203
FOR SALE
“The Amazing Book of Mazes” by
Adrian Fisher. Hardcover, 2006 edi-
tion, 264 pages in excellent condi-
tion. Asking $20, contact Cathy at the
OFFMA office, 905-841-9278 or
cathy@ontariofarmfresh.com
Some topics that have been discussed
on the Ontario Farm Fresh Marketing
Association’s Members Only Facebook
Page recently…….
 looking for feedback on pricing for
ready picked strawberries
 A member was looking for whole-
sale frozen blueberries
 Asking for recommendations on
ready baked pies suppliers
 Looking for vendors for Savour Fair
at Landman Gardens
Make sure you are part of these discus-
sions. Search for Ontario Farm Fresh
Marketing Association on Facebook and
ask to join the group. You need to search
for the complete name as Ontario Farm
Fresh is the public Facebook page.
This is your newsletter, make the
most of it. Want to review a book
you have read? Write an article?
Share a tip with fellow on-farm
marketers? Let the
OFFMA office know and we will
make it happen.
OFFMA Office has moved!
The new address is:
PO Box 250
Gormley Post Office
Gormley, ON L0H 1G0
We are working on moving the phone
and fax numbers, until that is resolved.
The best way to reach the office is by
calling 905-506-0371.
Work until
your idols are
your rivals.
 Newsletter #330 Page 3

We want to see your creative retail displays!

Foodland Ontario is partnering with OFFMA to offer a
Foodland Merchandising Award. This annual award
will recognize an OFFMA member for excellence in dis-
play and promotion of Ontario foods and support of
Foodland Ontario. The winner will be recognized at
OFFMA’s Banquet at the Ontario Fruit and Vegetable
Convention in February 2019.
We are looking for creative displays that showcase On-
tario foods, make an impact with customers, and reflect
your farm’s brand, all while incorporating the Foodland
Ontario logo and/or point-of-sale materials. It’s not an easy task, but we
know that OFFMA members are up for the challenge!
To enter, you will need to submit a short form and photos, so be sure to
take photos and collect information about your best displays throughout
the season! Cathy will post the application on the Members Only Face-
book page. If you are not on the Members Only Facebook page, contact
the office and we can send it out to you or check the OFFMA web-
site. The deadline to apply is December 19, 2018.
In order to apply, you will need to have a logo agreement with Foodland
Ontario. If you don’t have an existing logo agreement, follow the instruc-
tions at: https://www.ontario.ca/foodland/page/how-use-foodland-ontario-
logo. If you have a logo agreement, but don’t know the number, contact
Jessica.m.kelly@ontario.ca.
Any questions about the award can be directed to Jessica Kelly,
OMAFRA’s Direct Farm Marketing Specialist at
Jessica.m.kelly@ontario.ca or 519-846-3404.
Page 4 Fresh Facts

3 Simple Steps to Increasing

Loyalty, Sales and Profitability in Your Business
By Donald Cooper

Here’s a simple 3-step process that we use with clients around the world to help
them increase loyalty, sales and profitability. They pay me big bucks for this
info. Here it is for free…and it could transform your business!

Step #1: Define your business by how you ‘help’…not by what you sell:
Most businesses make the mistake of defining themselves by what they’ve al-
ways sold and by how they’ve always done business. “We sell computers, insur-
ance, cars, mayonnaise or seats on airplanes”. Whatever it is that they sell,
that’s how they define themselves.

The problem is that when we define ourselves by what we sell, our focus is on
our need to sell more. It’s all about ‘us’. In order to get passionately focused on
our customers, it’s far more useful to define ourselves, not by what we sell, but
by how we and what we sell HELPS our target customers.
Here’s a great example. In the past year I’ve spoken at several Conferences for
mortgage companies and mortgage brokers. When I asked them what business
they’re in their answer was always the same, “We sell mortgages!”.
Let’s look at what their business sounds like when we simply redefine it by how
they help people …not by what they sell. “We’re in the business of helping peo-
ple buy a home and to own that home mortgage-free as quickly, conveniently
and inexpensively as possible.”

Isn’t that the mortgage company that you’d want to deal with? Why? Because
they’re focused on helping you do what you want to do. A question that I love
asking clients is, “Are you trying to get customers to do what you want them to
do…or are you committed to helping them do what they want to do?”
So, first, using the mortgage company example above for guidance, set aside
one hour in the next week to sit down with some of the best minds and hearts in
your business and define yourself by how you and what you sell helps your tar-
get customers, functionally, emotionally and financially.

It will look something like this…

We’re in the business of helping ______(whom…including where)______to…
1. a) _________________________________________________________
2. b) _________________________________________________________
3. c) _________________________________________________________
4. d) _________________________________________________________
Step #2: Make a list of all the HELP your target customers need in any
way related to choosing, buying or using what you sell:
Now that you’ve redefined yourself by how you HELP, take some time to think
and feel like a customer. Sit down with your team and start making a list of all
the help your target customers need in order to know about you and all the val-
ue you offer, to wisely choose and effectively use what you sell…and what kind
of help they need in any way related to doing business with you.
Think of what products, services, information and coaching, after-sale support,
convenience, confidence, kindness and encouragement, payment methods or
 Newsletter #330 Page 5

terms they might need to have a complete, successful and stress-free experience
with you and with what you sell. To jump-start your creativity, consider these four
simple questions…
1. Do all of our target customers know about us and all the value we offer?
How can we help them know more about us?
2. Functionally, emotionally and financially, what are people really trying to
do when they buy, install, use, service, update and, eventually, recycle what
we sell?
3. What do they want or need to know to wisely choose and effectively use
what we sell?
4. How do they want to feel when they do business with us and every time they
‘use’ what they buy from us?

Step #3: How will you deliver some of that help…better than your com-
petitors?
Now that you know exactly what kind of help your customers need, get crea-
tive. Start thinking of how you will effectively, consistently and profitably deliver
some of that help…better than your competitors.
What can you do to help them to know about you and all the value you of-
fer? How can you help them to do what they’re trying to do? How can you help
them to know what they want or need to know and what can you do to help
them to feel the way they want to feel?
Think ‘WOW’…think ‘amazing’…think about what has never been done before.
Think and feel like a customer and have the creativity and the courage to create
compelling customer-owning value and experiences at every touch-
point. Compelling value and experiences that will ‘grab’ your target customers,
clearly differentiate you from your competitors, make you ‘famous’…and grow
your bottom line.
In my days as a retailer of ladies’ fashions we used this same 3-step process to
fundamentally redefined the customer experience. We were the first in the world
to put four hooks in the change rooms. We offered electric reclining massage
chairs for husbands, a pirate ship play area for kids and instant birthday parties
for customers shopping on their birthday. We offered free drinks for everyone,
free diapers, diaper wipes and cream for young mothers in distress and a magic
sign that invited customers to, “Please take as many items in the change room
as you wish!”
We priced merchandise honestly, didn’t manipulate customers into buying stuff
that they shouldn’t and generally offered more help, more kindness, more joy,
more real value than any of our competitors, most of whom told us that we were
‘nuts’. Our customers loved us, raved about us to their friends and came back
over and over again.
How did we do it? Rather than saying, “We sell ladies clothing.”, we defined our-
selves as being in the business of helping women to look good and feel
good. We took the time to think and feel like a customer. We cared passionately
and we constantly asked two powerful questions, “What’s possible…and what’s
next?” You can’t do everything at once, but something can always be ‘next’.
So, how do you define your business? What kind of help do your target custom-
ers need in any way related to what you sell them and what will you commit to do
to deliver some of that help…better than your competitors? Trust me, you’ll sell
more by helping more!
Page 6 Fresh Facts
A Story to Put You to Sleep and Other Innovative Ideas
By Toni Newman, Innovative Advantage
Last week I was up at the cottage for a
5-day thinking, researching and writing
retreat. I actually get a pretty big rush
from creating new content but my fa-
vourite part of the entire process is
definitely doing the research. Whether
it’s combing through innovative
sources on the Internet or doing a
deep dive into examples that I have
already set aside, I love the time that I
spend exploring and discovering all of
the insanely innovative experiences
that brands both large and small are
creating around the world.
So here’s a taste of my favourite find-
ings …….so far.
1. Ikea’s new print as was de-
liberately designed to put
people to sleep. After all,
what better way to dramati-
cally demonstrate the value
and sleep inducing capabili-
ties of their beds and mat-
tresses? Here is the link for
their YouTube description
https://www.youtube.com/
watch?v=b2vy-WKTtHs or
search for #IKEASӦMIG.
What innovative experiences
could you create to dramati-
cally demonstrate the value
of your offerings?
2. A customer-driven shoe-design
contest where anything (and I
mean anything) goes.
From lips to leopards and soda
pops to surfer dudes, Vans In-
novative Customer Culture
Contest invites high school stu-
dents to submit sneaker de-
signs to be votes on by a jury
of judges AND the court of
public opinion. Vans then do-
nates $75,000 to the winning
school for their art education
program. Check out their web-
site for further info, https://
customculture.vans.com/
What innovative experience
could you create that would not
only invite your customers to
participate in the powerful pro-
cess of co-creation but that
would also reward their unique
gifts?
3. A bookstore that encourages
customers to stay overnight.
The Innovative multi-floor Tsu-
taya Book Apartment combines
an extensive book selection
with a chic sake bar, refresh-
ments, private booths, showers
and even a women’s only floor.
This popular Tokyo hide-away
provides travelers with an es-
cape from life’s hectic pace and
everything they need to bunk
down and read themselves to
sleep. Whether it’s your web-
site, your retail outlet or that
next open house, what innova-
tive experiences can you design
that will encourage your cus-
tomers to kick back, relax and
stay a little longer at ‘your
place’?
4. A concert series that doesn’t
want to sell tons of tickets.
Toronto based Pocket Concerts
is on a mission to change the
perception of classical music
from stayed and stuffy to cool
and current. With their intimate
pop-up venues, smaller audi-
ences, storytelling and even
Q&A sessions, Pocket Concerts
creates highly social, innovative
musical experiences. Experi-
ences that have been deliber-
ately designed to influence how
listeners perceive the value of
classical music. How could you
use innovative experiences to
change how your customers
perceive the value of your offer-
ings?
Now, it’s up to you to imagine the
possibilities!
 Newsletter #330 Page 7

New Value Added Property Tax Class

By Ben Leforte, OFA

In May 2018, the Ontario Ministry of Finance filed regulations that will allow up-
per-tier (county) and single tier (city) municipalities the authority to create a new
property class for small-scale, on farm processing and retail activities, referred
to as “value added”. The creation of these new optional property classes is
recognition that the current tax treatment of value added activities was not
working.

The current tax treatment for on farm value added activities removes any struc-
ture + 1 acre of land from the farm property tax class and places it into the com-
mercial and/or industrial property tax class. The result is a dramatic increase in
property taxes, which can prove to be financially burdensome for any farmers
who are investing and expanding into on farm processing or retail activities.
In recognition of the economic development potential that exists through on
farm value added activities, the Ministry of Finance has introduced two new
“optional property classes” that will sit below the commercial and industrial
property class. If upper/single tier municipalities choose to implement this op-
tional property class, the first $50,000 in assessed value for eligible on farm
value added structures will be taxed at 25% of the local commercial or industrial
tax rate, rather than the full commercial or industrial tax rate.

As the intent of the current policy is to focus on “small scale” value added activi-
ties, structures with an assessed value greater than $1,000,000 will not be eligi-
ble for the reduced tax rates.

Another critical detail is the fact that these are optional property classes. This
means that your county/city council must pass a by-law choosing to implement
these optional property classes. To ensure that these property classes are im-
plemented it will be very important for local farmers to engage their municipal
councillors on the need to implement these optional property classes.

Ben is also working on a letter that you will be able to send to your councillors if you
want to see this new tax class implemented in your municipality. It will be emailed out
as soon as it is available.
For further information, contact Ben.Lefort@ofa.on.ca

Some cheeky sign ideas to help keep people off the farm when you are
closed.

“Trespassers will be composted.”

“Sweet Corn (insert your crop) needs its beauty sleep, please do not disturb.”

“When this gate is closed, so are we. Please respect our privacy.”
“Bees and other pollinators welcome to move freely on our farm.
People by appointment only.”
 Page 8
Ontario Farm Fresh
Cathy Bartolic, Executive Director
3332 Stouffville Rd. Stouffville, ON L4A
3X2
Phone: 905-841-9278
E-mail: info@ontariofarmfresh.com
www.ontariofarmfresh.com
2018-19 OFFMA Board of Directors
Steve Martin, President
Martin’s Family Fruit Farm
Kristin Ego MacPhail, Vice President
Ego Nurseries Ltd.
Leslie Forsythe, Past President
Forsythe Family Farms
Paul Baxter, Associate Member
Baxter’s Kitchen
Nicole Judge, Spirit Tree Estate Cidery
Erin McLean, McLean Berry Farm
Colleen McKay, Your Farm Market
Jordan McKay, Willowtree Farm
Dana Thatcher, Thatcher Farms
Karen Whitty, Whitty Farms
Jessica Kelly, OMAFRA Advisor
Fresh Facts
Upcoming Events
July 30 OFFMA’s Annual Potluck at Brantview Apples and Cider, St. George
July 28-30 NAFDMA Advanced Learning Retreat, Quinn Farm, Montreal, Quebec
OFFMA member use discount code ‘CANADA200’ to receive NAFDMA
member pricing
Aug 12-15 Toronto Gift Fair, International Centre & Toronto Congress Centre
Nov. 12-14 Rural Retreat—Opportunity for OFFMA members to network, re-charge
and plan for 2019
OFFMA Membership Benefit
Become a member of E-LearningU
Central Counties Tourism (CCT) members now have access to 150+ recorded tourism
marketing webinars - all complimentary as a member of Central Counties Tourism.
Cathy Bartolic is on the Board of Central Counties Tourism and as such is able to ex-
tend this offer to all OFFMA members.
Set aside 1 hour a week, a month, or whenever it's best for you and your staff to learn
online from the convenience of your own location.
This program is tapping into Susan Sweeney’s E-learning University. The webinars
generally cost $49.95 each so this has great value. Don’t wait to take advantage of it.
Use Coupon Code CCT to get the webinars free.
Register as a user now and check out all the pre-recorded webinars, start by going to
http://centralcounties.ca/b2b-opportunities/e-learning/#