Author of the national phenomenon, Boom, Bust & Echo, Dr. David Foot, will provide insight on how Canada’s shifting demographic will continue to influence the growth of organic agriculture in a keynote presentation at the 2008 Guelph Organic Conference, Jan. 24 to 27 at the University of Guelph.
"Baby-boomers, particularly the 50-plus boomers, have driven the market for organic food and drink for the past decade and will continue to do so," said Foot, Professor of economics at the University of Toronto.
Those born between 1946 and 1965, remain the largest group in the population: nearly one out of three Canadians was a baby-boomer in 2006, according to Statistics Canada.
They are more aware of health and well-being, he said, and, as a result, have contributed to growth of certified organic products in this country, over $1-billion in retail sales in 2006. Boomers, together with their offspring or “echo boomers” – born between 1980 and 1995, represent a huge potential for the Canadian organic industry, Foot said.
However that good News comes with a proviso.
"The organic industry needs a clear definition of what ‘organic’ is, or my fear is that it may become a fragmented industry," said Dr. Foot.
The average consumer finds organic product claims confusing, he said. Does the word organic mean a form of agriculture that excludes herbicides, pesticides or antibiotics or does it mean agriculture produced in a sustainable manner? If the definition includes environmental stewardship, what about the impact of air freighted organic food?
Foot maintains the organic brand needs to be clearly defined and defended or it may head into trouble. "The demographics are all in the organic industry’s favour for explosive growth, but there needs to be ownership of the brand."
Foot has also published Boom, Bust & Echo 2000: Profiting from the Demographic Shift in the New Millennium in 1999, and Boom, Bust & Echo: Profiting from the Demographic Shift in the 21st Century in 2001.
He will be speaking at the 2008 Guelph organic conference on Jan. 26 at Rozanski Hall, University of Guelph, at 9am. Entrance fee is $25 with on-line registration available at www.guelphorganicconf.ca.
The Guelph organic conference includes a free table-top trade show, January 26 to 27, showcasing close to 160 exhibitors in various related businesses such as organic processors, certifiers, distributors and groups supporting organic production, many of whom offer samples of new organic products or products for purchase.
A full exhibitor list is available at:www.guelphorganicconf.ca/exhibitors08.html.
The conference is one of North America’s longest-running organic events. Started in 1982 by two international students studying agriculture at the University of Guelph, the conference has grown to be a nexus of organic information for farmers, retailers, wholesalers, government officials and consumers across the continent.
Held annually in January, the conference’s programming includes international guest speakers, full-day training programs, introductory workshops and a free organic food sampling fair.
