Four CEOs of Canada's largest food retailers talk shop. JP Gervais reveals the contradictory consumer demands that drive their buying decisions and what that means for Canadian producers and food processors.
Canadians are consuming far less beef than they used to, nearly 22 pounds less per year in 2013 compared to the early 1980's. But just because Canadians are consuming less beef does not mean that they like beef less. Actual consumption and what economists call "demand" are not the same thing. Confusing? Perhaps, but it is worth investigating what the differences are because the demand for beef has been strong in recent years.
Serious money is spent on market research by industry groups and business to monitor consumer trends. But in the end, does it shed light on what consumers really want and more to the point, what they actually buy? Or what they'll buy tomorrow?
Martha Roberts describes the new definition of value-add agriculture and three ways industry can incorporate value-add into Canadian businesses.
Consumer demand is changing Canadian food processing for the better. J.P. Gervais describes the forces that shape food demand in Canada and elsewhere.