Ontario Farm Fresh Marketing Association

Fresh Facts
Providing knowledge and leadership to grow the farm fresh experience.

New President’s Message: Newsletter #335

March 2019
Welcome to a new OFFMA year! I always feel that our new season begins after the Volume 35, Number 2
winter conferences (including OFVC and our OFFMA Awards Night and Annual Meet-
ing). We gather to celebrate our successes from the past season, discuss how to im-
prove those things that didn’t succeed as well as inspire ourselves and each other to
improve our own lives, our team and our businesses going forward into the new sea-
son. Inside this issue:
If you haven’t come out to the OFFMA Awards night in the past, I challenge you to
make a note to come next year… it truly is one of the best evenings of the year! Net- Membership News 2
working with your peers and comparing notes on what worked or didn't work this past
season over a social dinner and entertainment is part of what recharges us for the com- New Members 3
ing year! OFFMA Awards 4
It is a new beginning for myself as well… I am excited to be elected as your new Presi- Gala Results
dent for this coming year and humbled to be representing the best in the direct farm
marketing industry in Ontario. There are many challenges on the horizon (there always Digging into Direct 6
Marketing Data
are!!!), but also many opportunities for our members as well. I am grateful for Steve
Martin (still on the Board as Past President) who has given us leadership over the past Some ah-ha mo- 7
couple of years, and all those who have volunteered their time and efforts in the past to ments from OFVC
build this organization.
I was recently inspired by our pre-convention workshop speaker (Charlotte Smith) who
spoke of her experience as a young person watching her parents and family suffer as
they lost their farm due to financial difficulty in a commodity marketplace that they felt
they had no control in. We are all somehow involved in marketing our products our-
selves, directly to consumers and therefore have some control over the prices we re-
ceive and the perceived value of our products and services to our customers. Charlotte
has taken back management of her own farm’s future by attracting her preferred cus-
tomers and building a profitable model… goals that have brought most of us into this
business!
OFFMA is here to help us all to succeed in our own way. This year, I challenge you to
attend a workshop, visit another OFFMA member, join a bus tour (we are famous for
them ;-). I guarantee you will find even greater value in your OFFMA membership
with involvement in our organization. I have never met a better group of people
that are willing to share their successes and more importantly their failures to bring
us all up a notch.
Finally, I invite you to let us (your board of directors and staff) know what your prior-
ities and needs are going into a new season. Please fill out the survey that was
distributed in early March. It is a very useful tool for us to guide our actions and de-
cisions on OFFMA’s future endeavours and priorities. This organization belongs to
you… be part of it!

With Best Regards,

Kristin
Kristin Ego MacPhail
OFFMA President
Page 2 Fresh Facts

MEMBERSHIP NEWS Congratulations…..

Classifieds

FOR SALE
Delhaven Orchards Ltd.
Frozen pitted sour cherries available
for wholesale & retail
519-676-4475
delhaven@ciaccess.com
FOR SALE
Frozen Strawberries and Frozen
Raspberries-Enjoy Ontario local ber-
ries all year round. Berries have

been frozen on trays and packaged.
Great for smoothies, baking, jam,
jellies, and fruit wines. For more in-
formation call Potters Road Ber-
ries 519-842-2723 or nverbrug-
gen@nor-del.com.
FOR SALE
Fruit Trees from Silver Creek
Nursery—not your ordinary nursery!
Unique fruit varieties for your PYO,

organic orchard and cider blends.
Ask us about retailing our potted
trees at your location. Call 519-804-
6060 or email
steph@silvercreeknursery.ca
Fulton’s Pancake House and
Sugar Bush is celebrating 50
flippin’ years in their pancake
house. Fourth and fifth genera-
tions owners are busy at the
helm and the sixth generation
is making a contribution as
well.
Stephanie Quinn from Quinn
Farm for becoming the newly
elected president of the North
American Direct Farm Market-
ing Association (NAFDMA).
The Quinns have always been
very supportive of the direct
farm marketing industry.
Darlene Downey, Meghan
Snyder and Shane Van
Casteren for being elected to
OFFMA’s Board of Directors.
Can’t wait to start working with
you to better our industry.

What’s App  Jason and Hollis English from

Here’s the link to OFFMA’s new
What’s App group. If you want to con-
nect to other OFFMA members
through this app, click on the link.
https://chat.whatsapp.com/invite/
J3gXGJCCODv7q3BtpdWRhT
Murphy’s Farm Market & Bak-
ery on the arrival of their first
SON, fourth child. Archer Mark
Brian English was born on
February 23 and is the 9th
Murphy grandbaby.

Get
plugged
Why Do You Join An Association?
into the You don’t buy a newspaper, you buy news.
Members You don’t buy life insurance, you buy security.
Only Face- You don’t buy glasses, you buy vision.
book page. You don’t buy awnings, you buy shade.
Search for Ontario You don’t buy membership in an association….
Farm Fresh Marketing
Association and send You buy the cooperation of people in your pro-
a request to join. A fession with whom you can join hands to do the
great place to share thing you can’t do alone.
ideas, post items you Make OFFMA your association.
may have for sale
and/or are looking The best things in life are the people we love, the
for, for your farm busi- places we’ve been and the memories we’ve made
ness. along the way.

Welcome to New Members
The Farm Fresh Family is growing. So
glad you joined OFFMA, make the most
of your membership by getting out and
participating in the many events that are
planned throughout the year.
Brian & Michelle Arnold
Thunder Ridge Bison
Uxbridge, ON 905-391-8655
www.thunderridgebison.ca
Thunder Ridge Bison farm is located in
the Oak Ridges Moraine is perfectly suit-
ed to bison farming. The Arnold family is
dedicated to farming their bison ethically,
naturally, and sustainably with the end
result of providing the best quality meat.
Kristi Droogendyk
Kristi’s Market Kitchen
Harley, ON 519-770-7050
You will find all local food in the Village of
Harley at Kristi’s. It has become a desti-
nation for people from all over. Kristi’s
Market Kitchen is getting rave reviews for
their offerings.
Indy Kooner
Kooner Farm Organics
Caledon, ON 416-858-4639
The Kooner’s take pride in growing over
30 different conventional and organic
vegetable crops in Caledon. They also
offer pick-your-own vegetables, fresh or-
ganic free range eggs and much more .
Heather Martin
Martin’s Sweet Farm
Campbellville, ON 519-820-8649
www.MartinsSweetFarm.com
Martin’s Sweet Farm actively manages
beehives and taps maple trees to pro-
duce maple syrup. Martin’s Sweet Farm
uses its honey and maple syrup to create
a range of interesting, unique, natural and
delicious products.
Catherine McKay
Nature’s Bounty Farm
Port Perry, ON 905-985-2096
www.naturesbountyfarm.com
Nature's Bounty is a picturesque orchard
with more than 20 varieties of apples,
located in the Oak Ridges Moraine. The
farm also grows pumpkins, squash and
ornamental corn, and is home to a flock
of sheep and one friendly llama. Every
fall, families return to Nature's Bounty for
its scenery and delicious apples.
Newsletter #335 Page 3
Patricia van Diepen
Plaid Shirt Farms
Otterville, ON 519-719-9458
www.plaidshirtfarms.com
Plaid Shirt Farms is a quality grower
of black currants and haskaps. They
have chosen the best tasting, highest
quality and most productive berries they
could find. These berries go into mak-
ing the finest, full-bodied preserves.
Gregg Scott
Circling Hawk Farm
Richmond Hill, ON 289-809-4360
www.circlinghawkfarm.com
A family run honey farm naturally grow-
ing honeybees producing pure real hon-
ey. It's all natural, local, raw, and un-
pasteurized. Circling Hawk Farm is the
closest operating honey farm to Toronto
and they are known for their friendly
service and pure natural honey, pollen
and comb.
Andy Megens
Megens Family Farm
St. Mary’s, ON 519-284-3199
www.megensfamilyfarm.ca
Megens Family Farm strives to grow
nutritious, high quality asparagus,
strawberries, squash, pumpkins and
other edibles with environmental stew-
ardship. They are also a PYO farm and
attend the Stratford Farmers’ Market
and the St. Mary’s Farmers’ Market.
Bill Parks
Beeline Bees
Bothwell, ON 519-359-3000
Bill Parks of Parks Blueberries fame is
now buzzing around with his new honey
business, Beeline Bees. After 36 years
of building Parks Blueberries, Bill is go-
ing to spend the next 36 years building
Beeline Bees. He’s joined the pollina-
tors.
Brian Gerber
Cedar Crest Acres
Milverton, ON 519-501-0359
www.cedarcrestacres.ca
The Gerbers started up a seasonal
greenhouse business in 2007, growing
spring flowers and starting vegetable
plants. They purchased an strawberry
business and moved to their farm in
2010 and are currently growing 4 acres
of strawberries with a PYO compo-
nent.
 Page 4 Fresh Facts

Foodland Merchandising Award-

Jessica Kelly (left) from Foodland Ontario presents award
and goodie basket to Breann and Kyle Gillespie from Bre’s
Fresh Market.
Bre’s Fresh Market, Kyle and
Breann Gillespie
An annual award that recognizes
an OFFMA member for excellence
in display and promotion of Ontario
foods and support of Foodland On-
tario. The entry from Bre’s Fresh
Market stood out not only because
of its creativity and visual appeal,
but because of how it exemplifies
what Bre’s Farm Market is all
about: “Your Local Food Connec-
tion.” It is a great example of how
a single sign or display can create
conversation with customers and
ultimately boost the success of
your business.

A heartfelt thank
you to our table
sponsors:

Darling Insurance
Farm Credit Canada
Wellington Produce
Packaging

Outstanding On-Farm Market Award – Hugli’s Blueberry Ranch, Brian, Judy, Heidi and
Will Hugli
To recognize an OFFMA member who has demonstrated outstanding qualities in regards to
their own market as well as the advancement of the industry as a whole. Brian Hugli and his
family run a first class agri-tourism operation in Pembroke. It started with Christmas trees but
the crops have expanded to include pumpkins and blueberries. The Huglis also provide many
innovative experiences on their farm, namely farm weddings, giant pumpkin boat races and pi-
rate parties. Brian is past president of OFFMA and is involved in local politics as well.
Hollis English (left) from Murphy’s Farm Market and Bakery presents the award to Brian, Will
and Judi Hugli from Hugli’s Blueberry Ranch.
 Newsletter #335 Page 5

OFFMA’s
Annual Awards
Gala
A night to
celebrate our
industry’s
excellence
Leadership Award – Chris and Christy Hiemstra, Clovermead Apiaries
An award that recognizes an individual(s) who has made a significant contribution to the Direct
Farm Marketing Industry in Ontario through their leadership skills, dedication, enthusiasm and on-
going commitment. Chris and Christy lost their 17 year old son, Jordan, in 2016. He took his life be-
cause he was struggling with his mental illness. Very few people knew about his struggles and
since his death his parents have been working intentionally and tirelessly to shed light on this ill-
ness and help others who may be struggling with it. A brave reaction to this sad tragedy.
Steve Martin (right) from Martin’s Family Fruit Farm presents the Leadership Award to Chris and
Christy Hiemstra from Clovermead.

Ambassador Award – Danielle French from

South Pond Farm
This award recognizes a public individual who
has made a public commitment to promote lo-
cal food and local food producers. Danielle’s
objectives for her farm have always included
promoting local food and exposing people to
rural Ontario. She is a cookbook author and
has developed her own Netflix series called
Taste of the Country. She is open to new ide-
as, new people and new ways of doing things
and carries the Ambassador banner proudly.
Erin McLean (right) presents the ‘rolling pin’
award to Danielle French from South Pond
Farms.

The Silent Auction raised a total of $1311.

Thank you to all the donors and the winning bidders. These funds
will be used for various social activities during the year.
Page 6 Fresh Facts
Digging into Direct Marketing Data
By: Jessica Kelly, Direct Farm Marketing Specialist, OMAFRA
I was more excited about the 2016
Census of Agriculture than any rea-
sonable person ought to have been.
The reason: farmers were asked if
they do any direct-to-consumer sales
for the very first time. From the initial
results, we learned:
 7,477 Ontario farms do some
direct sales.
 97% (7,265 farms) sell unpro-
cessed agricultural products,
while 12% (907 farms) sell val-
ue-added products.
 The most popular direct mar-
keting channels in Ontario are:
a) Farm gate sales/stands/kiosks/
u-pick: 6,709 farms
b) Farmers’ markets: 1,619 farms
c) Community-Support Agriculture
(CSA): 403 farms
d) Other direct sales methods:
323
Thanks to some additional infor-
mation requested from our friends in
Alberta, we also learned that Ontario
farms reporting direct sales tend to
be smaller (in terms of sales), with
more female and young farm opera-
tors, compared with all Ontario
farms.
Ontario Farms Reporting Di-
% of farms with <$50,000 in gross farm receipts
% of farms with $50,000 to $249,999 in gross farm
receipts
% of farms with >$250,000 in gross farm receipts
% of female operators
% of operators under 35 years old
At a business-level, OFFMA mem-
bers know and understand the value
of data, whether it’s sales data, fi-
nancial data, or data about custom-
ers. Industry-level data is also im-
portant and powerful, although its
uses are different. A clearer pic-
ture of the direct marketing industry
enables advocacy and makes it
easier to demonstrate the econom-
ic impact and importance of what
you do. Furthermore, organiza-
tions looking to support the direct
marketing industry can better target
and refine their approaches if they
know more about the farms en-
gaged in this marketing channel.
Although this information is fasci-
nating, there is still more work to be
done! That is why OMAFRA’s
team of economists and statisti-
cians are exploring if they can com-
bine different data sources to learn
more about OFFMA’s member
farms and how this might be ex-
tended to better understand the
broader direct marketing industry.
Any information generated from
this work will be shared with OFF-
MA and its members when it be-
comes available. If you have any
questions in the meantime, please
do not hesitate to ask, simply get in
touch by email or a phone call,
All Ontario
rect Sales Farms
63.5% 49.7%
22.2% 26.8%
14.3% 23.5%
35.2% 29.7%
10.4% 9.1%
(Jessica.m.kelly@ontario.ca or 519
-846-3404).
 Newsletter #335 Page 7

Some ah-ha moments from the Ontario Fruit & Vegetable Convention

“When your brand is consistent and clear, it puts your customer at ease.”
“Social media followers are not as valuable as email subscribers.”
“Every question is an opportunity to educate: 95% routine ques-
tions, 3% bad day questions and 2% confrontational questions.”
“If you are selling to everybody, you are selling to nobody.”
“Connection is why people buy from farmers instead of Amazon or
Walmart.”
“Make sure you have several places on your farm that can be used to
create an Instagram moment because today’s little moments become to-
morrow’s precious memories.”
“It took two years of asking to finally get Rick Mercer to the
farm. If you have an idea—don’t give up.”
“When answering tough questions: 1. Keep cool; be friendly and remain
in control. 2.Don’t debate: listen, ask, share. 3. If something is not right on
your operation; identify it, own it and fix it.”
“Brain Recharge—breath, feel, focus. Try and do 5 times a day.”
“Think progress not perfection.”
 Page 8
Ontario Farm Fresh
Cathy Bartolic, Executive Director
PO Box 250 Gormley Post Office
Gormley, ON L0H 1G0
Ph: 905-506-0371 Fax: 647-556-7254
E-mail: info@ontariofarmfresh.com
www.ontariofarmfresh.com
2019-20 OFFMA Board of Directors
Kristin Ego MacPhail, President
Ego Nurseries Ltd.
Steve Martin, Past President
Martin’s Family Fruit Farm
Erin McLean, Vice President
McLean Berry Farm
Paul Baxter, Associate Member
Baxter’s Kitchen
Darlene Downey, Downey’s Farm Market
& Estate Winery
Colleen McKay, Your Farm Market
Jordan McKay, Willowtree Farm
Meghan Snyder, Snyder’s Family Farm
Shane Van Casteren, Nicholyn Farms
Karen Whitty, Whitty Farms
Jessica Kelly, OMAFRA Advisor
Fresh Facts
Upcoming Events
Nov. OFFMA’s Bus Tour to Nashville, details will be available in early summer.
Keep On Dancing Susan
On February 13th, in her 83rd year, Susan Heeman left this
world to join her husband, Bill, just in time to spend Valen-
tine’s Day together.
Susan grew up the youngest of 9 siblings, in Holland, where
her family grew carnations. She learned about flowers from
a young age and continued to develop that passion all
through her life. Susan met her husband, Bill, at a dance in
her hometown and after getting married, she and Bill set
sail for a new life in Canada.
Susan was a strong and guiding matriarch for the Heeman
family, always keeping family first. She was a deeply caring and proud mother,
grandmother, great grandmother and foster mother.
Over many years serving guests at Heeman’s, she formed close bonds with many in
the community. Earlier this month, Susan and Bill were inducted in the Middlesex
County Agriculture Hall of Fame for their contributions to the sector and communi-
ty.
Susan’s presence will be missed but she will not be forgotten. She lives on in the
memories of friends, the teachings she shared with her children and grandchildren
and a strong and proud legacy she leaves behind.