Robson Valley Agricultural Market Analysis, Gaps and Opportunities Assessment and Implementation Plan For: Community Futures Fraser-Fort George Developed by: Samantha Charlton, Charlton Consulting Date: May 28, 2021 1 ACKNOWLEDGMENTS The author and partners on this report would like to acknowledge the following groups and individuals, whose participation and contributions were very valuable to the research. Individuals and organizations who were contacted for background information include: David Connell, Serena Black, Marleen Morris, the Small-Scale Food Processors Association, the B.C. Cattlemen’s Association, the B.C. Association of Abbatoirs and B.C. Meats, the Ministry of Agriculture Meat Inspection Program, the B.C. Restaurant and Foodservices Association and the B.C. Vegetable Marketing Commission. We would also like to thank the 11 individuals who participated in interviews and the 43 survey respondents. A special thank you goes to the McBride Farmers Institute for sharing the survey with their membership. The author would like to acknowledge Ione Smith, Senior Agrologist and Kazlyn Bonnor, Research Analyst from Upland Consulting for their input and perspective and assistance with small research tasks throughout the project. The Community Futures Fraser Fort-George team, including Shona Thorne, Krystin Dubuc and Susan Stearns provided input at key junctures. The Robson Valley Agricultural Market Opportunities Analysis project has been developed in partnership by The Village of McBride and Community Futures of Fraser Fort George and funded through the Province of B.C. and Northern Development Initiative Trust. 2 Executive Summary ......................................................................................................................... 7 1.0 Project Background and Scope ......................................................................................... 13 2.0 Project Methodology .............................................................................................................. 13 2.1 Primary Background Research ............................................................................................ 13 2.2 Robson Valley Producer Survey .......................................................................................... 14 Figure 1: Location of survey respondents............................................................................. 14 2.3 Targeted Interviews ............................................................................................................ 15 Table 1: Completed interviews ............................................................................................. 15 3.0 Agricultural Context .......................................................................................................... 16 3.1 Agricultural Land ........................................................................................................... 16 Figure 2: Agricultural Land Reserve ...................................................................................... 17 3.2 Robson Valley Production ............................................................................................. 17 Table 2: Fine Grain Production Details (2016 sample) ......................................................... 18 Figure 3: Survey Results -What do you produce? ................................................................. 19 Figure 4: Survey Results - On-farm processing or value-added products ............................ 20 3.3 Farm and farm operator characteristics ....................................................................... 20 Figure 5: Survey Results- Do you work full-time or part-time on your farm? ...................... 21 Figure 6: Survey Results. -Would you like to grow your business and devote more of your time to the farm and/or hire additional employees? ........................................................... 21 4.0 Production and processing challenges ............................................................................. 21 4.1 Survey and Interview Results .............................................................................................. 21 Figure 7: Survey Results -Could you increase production on your current site? ................. 22 Figure 8: Survey Results - What are the major constraints or restrictions to expanding your farm operation? .................................................................................................................... 22 Figure 9: Survey Results – Top challenges of farming/food production in the Robson Valley ............................................................................................................................................... 23 4.2 Produce Production and Processing Challenges in B.C. ..................................................... 24 4.3 Meat Production and Processing Challenges in B.C. .......................................................... 25 4.4 Summary of Challenges ................................................................................................ 27 Table 3: Summary of Challenges ........................................................................................... 28 5.0 Production and Processing Assets .......................................................................................... 31 5.1 Methodology ................................................................................................................. 31 Figure 10: Image of Asset Map ............................................................................................ 31 3 5.2 Asset Map ..................................................................................................................... 31 Table 4: Description of Asset Map ........................................................................................ 32 5.3 Summary of Robson Valley Agricultural Strengths ....................................................... 33 Figure 11: Survey Results -Strengths of farming, ranching and growing in the Robson Valley ............................................................................................................................................... 34 Table 5: Summary of Strengths ............................................................................................. 34 6.0 Agri Food Market System.................................................................................................. 36 6.1 Regulated Production ......................................................................................................... 36 6.2 Direct Sales .......................................................................................................................... 38 Table 6: 2016 Robson Valley Direct Sales ............................................................................. 39 6.3 Wholesale Purchasers/Distributors .................................................................................... 45 Figure 12: Survey Results – Challenges in accessing wholesale/ large retail ....................... 47 6.4 Commodity Sales................................................................................................................. 48 6.5 Other Markets ..................................................................................................................... 48 Figure 13: Survey Results -Are you involved in Agri-Tourism on your farm? ....................... 49 6.6 Robson Valley Sales Channels ............................................................................................. 50 Figure 14: Survey Results -Robson Valley Sales Channels by Farm Income (n=28) .............. 51 Figure 15: Survey Results -Robson Valley Sales Channels by Weight/volume (n=28) ......... 52 Figure 16: Survey Results - Robson Valley Agricultural Location of Sales ............................ 53 7.0 Food Consumption Trends and Preferences .......................................................................... 53 7.1 B.C. Average Household Food Spending ............................................................................. 53 Table 7: B.C. Average Household Spending on Fresh Foods ................................................ 54 Table 8: B.C. Household food spending ................................................................................ 54 7.2 2021 food spending projections ......................................................................................... 54 Table 9a: Robson/Canoe Valley Consumer Segment Annual Spending on Fresh Food ....... 55 Table 9b: Jasper Consumer Segment Annual Spending on Fresh Food ............................... 55 Table 9c: Prince George Consumer Segment Annual Spending on Fresh Food ................... 55 Table 9d: Vancouver Consumer Segment Annual Spending on Fresh Food ........................ 56 7.3 Cariboo/North Consumer Segments................................................................................... 56 Table 10: Overview of Cariboo/North food consumers ....................................................... 57 Figure 17: Geographic Distribution of B.C. Organic Buyers .................................................. 58 Table 11: Where residents purchase B.C. Food Products..................................................... 58 7.4 B.C. Consumer Preferences ................................................................................................ 59 4 Table 12: Purchases of B.C. unprocessed Products .............................................................