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BCCA Value Chain Market Analysis and Strategy Development

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BCCA Value Chain Market Analysis and Strategy Development 2012 BCCA Value Chain Market Analysis and Strategy Development (Amended May 2, 2013) Page 1 of 88 BCCA Value Chain Market Analysis and Strategy Development Funding for this project has been provided by Agriculture and Agri-Food Canada and the BC Ministry of Agriculture through the Canada-BC Ranching Task Force Funding Initiative. The initiative is delivered by the Investment Agriculture Foundation of BC. Agriculture and Agri-Food Canada (AAFC) and the Ministry of Agriculture are committed to working with industry partners. Opinions expressed in this document are those of [the authors] and not necessarily those of AAFC or the Ministry of Agriculture. Page 2 of 88 BCCA Value Chain Market Analysis and Strategy Development Acknowledgements We would like to acknowledge and thank all interview respondents and the following industry representatives, organizations and companies for their support, expertise, insights and guidance: BCCA – Kevin Boon and Alana Palmer BC Association of Cattle Feeders – Bill Freding, Dimity Hammon BC Food Processors Association – Christine Koch Verified Beef Production Program (VBP) – Terry Grajczyk People Talking Market Research Services – Theresa Dietrich Susan Evans Communications – Susan Evans MNP – Andrew Raphael Canada Beef Inc. – John Baker, Ron Glaser National Cattlemen’s Beef Association – Rick McCarty, Trevor Amen Agriculture and Agri-Food Canada – John Ross Pfizer Animal Health – Gord Collier Thompson River University – Gillian Watt Canadian Food Inspection Agency United States Department of Agriculture Legal Disclaimer The report is provided for information purposes and is intended for general guidance only. It should not be regarded as comprehensive or as a substitute for personalized, professional advice. We have relied upon the completeness, accuracy and fair presentation of all information and data obtained from industry associations, telephone interviews and public sources. The accuracy and reliability of the findings and opinions expressed in the presentation are conditional upon the completeness, accuracy and fair presentation of the information underlying them. We assume no liability for errors or omission. The information contained in this report is confidential and for the sole use and benefit of the BC Cattlemen’s Association. It must not be distributed or reproduced without their express permission. Page 3 of 88 BCCA Value Chain Market Analysis and Strategy Development Table of Contents Executive Summary .............................................................................................................................. 6 Introduction ........................................................................................................................................... 7 Background .......................................................................................................................................... 8 Overview of Project .............................................................................................................................. 9 Market Research ................................................................................................................................ 10 Consumer Research ........................................................................................................................... 18 Key Research Findings....................................................................................................................... 21 Supply Chain Research ...................................................................................................................... 28 Marketing and Merchandising Audit .................................................................................................... 33 Market Analysis .................................................................................................................................. 45 Beef Value Chain Marketing Strategy ................................................................................................. 48 Beef Value Chain Detailed Project Plan ............................................................................................. 52 Appendix A – Merchandising Audit ..................................................................................................... 62 Appendix B – Organics ....................................................................................................................... 83 Appendix C – About Brand Marketing ................................................................................................. 88 Page 4 of 88 BCCA Value Chain Market Analysis and Strategy Development Table of Tables Table 1 Comparison of Demographics ................................................................................................. 11 Table 2 NCBA Consumer Beef Index – Beef Performance Index ......................................................... 17 Table 3 Consumer Beef Purchasing .................................................................................................... 19 Table 4 Beef Consumption .................................................................................................................. 20 Table 5 Attitude to Beef ........................................................................................................................ 20 Table 6 Cost Saving Behaviour ............................................................................................................ 21 Table 7 Concern over Origin ................................................................................................................ 22 Table 8 Premium Purchasing ............................................................................................................... 23 Table 9 Cattle Numbers in BC (thousands of head) ............................................................................. 28 Table 10 Cattle Numbers in BC on Feeding Operations* (thousands of head) ..................................... 29 Table 11 Cattle Slaughter in Provincially Inspected Establishments ..................................................... 29 Table 12 Cattle Inspected and Shipped to US ..................................................................................... 30 Table 13 Cattle Shipped East 2011 ..................................................................................................... 30 Table 14 Retail Grocery Format Breakdown ....................................................................................... 34 Table 15 Total West Grocery Market Share Breakdown ...................................................................... 36 Table 16 BC Grocery Market Share Breakdown .................................................................................. 36 Table 17 Washington’s Top Retail Grocers ......................................................................................... 41 Table 18 Oregon’s Top Retail Grocers ................................................................................................ 41 Table 19 Budget .................................................................................................................................. 51 Table of Figures Figure 1 Consumer Purchasing Decisions ........................................................................................... 15 Figure 2 Natural/Organic Share of Total Beef (Dollar), Total US, 1st Quarter 2012 ............................ 16 Figure 3 Natural/Organic Category Growth, Total US, 1st Quarter 2012 vs. Year Ago ...................... 16 Figure 4 Organic Logos ........................................................................................................................ 86 Page 5 of 88 BCCA Value Chain Market Analysis and Strategy Development Executive Summary BCCA’s Beef Value Chain Market Analysis and Strategy Development project is a comprehensive consumer-driven marketing strategy to revitalize British Columbia’s beef and cattle industry. To achieve this, an innovative consumer focused approach is required to maintain and strengthen the beef cattle industry in BC. Value chain participants will gain a competitive advantage from the ability to understand consumer preferences and align the supply chain to deliver on those expectations. This report presents the market analysis and research along with recommendations on a marketing strategy to achieve this. Together, the BC and Pacific Northwest region represent a sizable market with over 15 million people. BC has 13.2% of Canada’s population, yet represents only 8% of beef consumed in Canada. Historically, the Pacific Northwest consumes 2% less beef than the national average1, suggesting that both markets are underdeveloped for beef consumption. With the explosive growth of the Chinese population in BC (almost 20% of people in Metro Vancouver are of Chinese origin), there may be an opportunity to increase beef demand with this important market segment. The consumer research clearly demonstrated that a significant segment of these markets were willing to pay premiums for beef products with identifiable attributes. Seventy four per cent (74%) of those surveyed in BC and 59% in the Pacific Northwest were willing to pay more for beef with any of the value-added claim. Thirty per cent (30%) of consumers in this region (on average) were willing to pay 25% more for antibiotic and hormone free beef. The review of the supply chain and in discussions with industry, it appears the majority of ranchers
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