Collaborating to increase Ont. peach values

Value Chain Management Centre
May 30, 2011
By Value Chain Management Centre
May 30, 2011, Guelph, Ont – The Value Chain Management Centre recently released a case study detailing what can be achieved when producers, marketers, and a retailer work together to increase consumers’ satisfaction with Ontario peaches.

The results of this and related studies will enable Ontario’s fruit industry to capture greater value through improving management practices along the entire value chain.


Involving two peach producers (George Lepp and Chris Andrewes), Vineland Growers Co-operative Ltd., a national retailer, and the Value Chain Management Centre, the purpose of the project was to test the effectiveness of new growing practices for improving attributes which research identified as positively impacting consumers’ perceptions of quality and value. The expectation was that this would offer new markets and increase target consumers’ willingness to pay.

“Changing some orchard practices has enabled peach farmers in Ontario to increase colour, size and enhance the already excellent eating appeal of our fruit,” said Michael Ecker, president of Vineland Growers Co-operative Ltd. in Jordan Station, Ont. “The working relationships have been very positive, and the data collected throughout the entire value chain shows some very promising trends for the industry. Vineland Growers Co-operative and our farmer owners are looking forward to expanding the project this year to include nectarines.”

The Value Chain Management Centre is a Canadian organization dedicated to researching value chain issues and opportunities, and assisting businesses in implementing value chain initiatives. It is a subsidiary of the George Morris Centre.

The case study is available at

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