U N C TA D / W T O
The Canadian Market for Organic Food and Beverages
THE CANADIAN MARKET FOR ORGANIC FOOD AND BEVERAGES
BY Mr. Rudy Kortbech-Olesen Marketing Adviser and Consultant Organic and Natural Products
Though the target audience for this survey is producers and exporters in developing countries and transition economies, it is ourhope that it will also prove useful for other companies, organizations and individuals interested in developing export trade to Canada. All readers are invited to comment on this first version, ask questions, provide missing information or suggest improvements. The study will be up-dated regularly, as appropriate. Please contact RKOrganics@voila.fr.
The designationsemployed and the presentation of material in this publication do not imply the expression of any opinion whatsoever on the part of the International Trade Centre UNCTAD/WTO concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. Mention of firm names and commercial products does not imply the endorsementof ITC. The opinions expressed in this study are those of the author and his contacts in the trade and do not necessarily reflect the views of ITC. ITC encourages the reprinting and translation of its publications to achieve wider dissemination. Short extracts may be freely reproduced, with due acknowledgement of the source. Permission should be requested for more extensive reproduction ortranslation. A copy of the reprinted or translated material should be sent to ITC.
This document has not been formally edited by the International Trade Centre UNCTAD/WTO
Page INTRODUCTION AND GENERAL SUMMARY Background Market prospects and business opportunities for developing countries What developing countries should do to enter the Canadian market SUPPLY AND DEMANDOrganic agriculture in Canada Domestic production Imports and exports Market size MARKET CHARACTERISTICS Consumer profile Market segments/major product categories Awareness creation, promotion and consumer education Trade shows Prices DISTRIBUTION CHANNELS Importers and brokers Distributors Food processors and manufacturers The retail sector MARKET ACCESS Customs duties Organic certification Other foodlaws and regulations Market access information BIBLIOGRAPHY Annex Addresses of selected companies and organizations 1 1 1 3 4 4 4 5 6 6 6 6 7 8 9 9 10 10 11 11 12 13 13 13 13 14 15
INTRODUCTION AND GENERAL SUMMARY Background In recent years the world has seen a growing awareness of health and environmental issues, and sustainability has become the keyword whenever discussingeconomic development, in particular in relation to developing countries. It is a constantly growing number of concerned consumers, mainly in the industrialized countries of Western Europe, North America, Japan and Australia that are the cause of this development. The international community is becoming more and more conscious of these issues, and Government policies in industrialized as well asdeveloping countries are increasingly formulated to encourage organic and other forms of sustainable agriculture. Since 1997 the International Trade Centre UNCTAD/WTO (ITC) has been strongly involved in export development of organic products from developing countries and has published a number of market surveys, including the following: Organic food and beverages: world supply and major European markets(1999), financed by the Government of Denmark. It includes seven markets, i.e. Denmark, France, Germany, the Netherlands, the United Kingdom, Sweden and Switzerland. In addition to the country chapters, it also provides an overview of world supply of organic products and deals with certification procedures. World markets for organic fruit and vegetables (2001) was published jointly by FAO/ITC/CTA....