Lead Applicant: Thomas Graham

Research Priority: Competitive Production Systems Projects

Program Type: Tier 1

Funding Cycle: 2022/2023

Research Centre: NA

Research Summary: The Covid-19 pandemic highlighted the vulnerability of Ontario's food supply chains. Ontario as a whole has realized the importance of strengthening our year-round fresh/perishable food production capacity. It is critical to diversify the types of year-round crops grown, as well as understand how labelling, education, and demographics influence consumer food preferences. Using market analysis procedures, surveys, and industry surveillance (e.g., food terminal trends), baseline consumer preferences will be established and compared to preferences as influenced by demographics and product labelling and education.