Brand Services Supervision covers a comprehensive range of concerns around the promotion and integrity of the Foodland Ontario brand name.

Foodland Ontario, as a brand, has come to mean freshness, goodness, good taste and good quality associated with the excellent variety of Ontario fruits and vegetables. Brand Supervision serves to maintain the consistency of those characteristics through the widest possible field of communications, an endeavour that extends well beyond the traditional disciplines of marketing or advertising. In popular marketing terms, effective branding achieves a convergence of these elements.

Areas of planning and execution in Brand Services include:

Branded Consumer Advertising

Television, radio, print, outdoor and other strategic advertising programs aimed at Ontario consumers and featuring Foodland Brand produce and the Foodland promise of freshness & quality.

Public Relations

Consumer and community relations initiatives and responses that promote or protect the good image of the brand name, including media and public newsletters, press releases, seasonality reports, recipe and nutritional information and more.

Grower Support and Engagement

Foodland Ontario exists to promote increased sales of Ontario produce and to improve market penetration. To do that we must engage growers and grower associations. We must help them with their marketing endeavours so that we can achieve a stronger market presence for all the commodities in the Foodland Brand family.

Cross Promotions Development/Supervision

Foodland Ontario has a very good brand name reputation. In our co-sponsorship or co-promotional endeavours we must ensure that Foodland Ontario is presented as a consistent standard for Ontario-produced quality. Such initiatives can be very productive and cost-effective.

Research

It is important to know what industry stakeholders and consumers are thinking about Foodland. We must track this information to make sure that we are on target with Brand identification and performance. These results and other specific program audits measure our promotional success.

There are many stakeholders associated with Foodland Ontario, and many consumers of the Foodland Ontario Brand. Brand Services has a mandate to reach them all with a consistent message of brand quality.

We are located in Guelph at 1 Stone Road West, 5th floor, South Tower. For a complete listing of Domestic Marketing staff, visit the Domestic Marketing staff web page.

Mailing Address:

Additional Grower Support Information

For further information either available from the Crops section of ministry's website or external websites (see disclaimer), just click on the links below:

 | Top of Page |