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Ontario Pork and Ethnic Marketing
Ethnic diversity in Canada is increasing. By 2017, more than half of Greater Toronto’s population will be of non-European origin. People born outside Canada will make up the larger percentage of the Canadian population (Hall, J.; 2005). The importance of the ethnic consumer market to Canada’s agri-food industry is increasing as its overall influence upon dietary behaviour grows, the shift in consumption habits will have an impact on producers and other agri-food industry stakeholders. With over 600,000 Chinese consumers living in Ontario, they are the largest ethnic group in Ontario (majority residing within the Golden Horseshoe area). Presumed to be largest consumers of pork (per person); they consume pork on average 3 – 4 times per week, compared to an average Canadian citizen consumption of 3.2 times in a 12 week period.
A National Ethnic Research Project was commissioned by Ontario Pork, Alberta Pork and the Canadian Pork Council. Based on findings from this study Ontario Pork has been developing resources in mandarin to target the growing Asian market.
Ethnic Marketing Resources
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