When making a trip to their local grocery store, farmers market or going out for dinner, British Columbians are strongly influenced by their interest in supporting the local economy, and their desire for food that is fresh and safe to eat.

These findings are part of a B.C. Agrifood and Seafood Domestic Study funded by the federal and provincial governments, under Growing Forward 2.

A key finding from the study is that B.C. residents would be more inclined to buy B.C. products if there was a recognizable “From B.C.” logo or seal that was identifiable on the product.

The study also found that while residents are buying B.C. products primarily from mainstream outlets, diversification is taking place. More than 60% of people are buying local products at specialty stores and farmers’ markets, and from emerging options, such as subscription and delivery services.

The B.C. Agrifood and Seafood Domestic Study had the following objectives:

• Identify consumer segments in B.C. that are currently buying local agrifood and seafood products;
• Determine what local agrifood and seafood products they are consuming;
• Uncover motivations for buying local agrifood and seafood, instead of other competitive products;
• Assess where they shop for local agrifood and seafood products;
• Determine where key consumer segments are located in B.C.; and
• Gauge the degree to which these segments are influenced by different “Buy BC” messaging and promotions.

The participants in the study were B.C. residents, 19 years and older, who do at least some of the grocery shopping for their household in the Mainland/Southwest, Vancouver Island/Coast, Thompson-Okanagan/Kootenay, and Cariboo/North.

Quotes:

Lawrence MacAulay, federal Minister of Agriculture and Agri-Food -

“The results of this study are one more tool to help British Columbia’s producers and processors capture more of the domestic market, by identifying their local consumers and better understanding their needs. By investing in the agriculture and food system, our government is ensuring continued growth and prosperity for this key sector of our economy, which provides one in eight Canadian jobs.”

Lana Popham, B.C. Minister of Agriculture -

“We are building the local market for B.C. foods, and this study provides much-needed insight as we look to increase consumer awareness of B.C. agriculture and seafood products. We will continue to work closely with the hard-working people in our sector, and together, ensure their success by generating good, well-paying jobs and revenue in communities throughout B.C.”

Quick Facts:

• The B.C. Agrifood and Seafood Domestic Study received $172,000 in cost-shared funding from the governments of Canada and B.C. under Growing Forward 2.
• The five-year, $3-billion Canadian Agricultural Partnership, launched on April 1, 2018, includes $2 billion in cost-shared strategic initiatives delivered by the provinces and territories, and $1 billion for federal programs and services.
• The Canadian Agricultural Partnership replaces Growing Forward 2, the five-year federal-provincial agreement that ended on March 31, 2018.
• The B.C. Agrifood and Seafood Domestic Study is available at: https://www.gov.bc.ca/gov/content/industry/agriculture-seafood/business-market-development/market-development/domestic-market-development