Ontario Greenhouse Vegetable Growers have product with exceptional quality this year, which should help growers rebound from slowed movement in 2012 and allow them to make improvements and additions to their facilities.

George Gilvesy, general manager of the Ontario Greenhouse Vegetable Growers in Leamington, ON, told The Produce News that the organization has placed a concentrated effort on the launch of this season’s Ontario greenhouse program.

“The promotion ran from Easter to mid-May,” Gilvesy said. “We provide programming support to retailers in various formats that meet or match their particular requirements and needs. Mixed greenhouse vegetables make a mouth-watering canvas. (Photo courtesy of Ontario Greenhouse Vegetable Growers)Every retailer is unique in its culture, and so each needs a promotional program that is designed specifically for it.”

The program includes, but is not limited to, radio spots, in-store demonstrations and point of sale materials. Its focus is on retailers in Ontario.

OGVG’s spring launch promotion featured Ontario greenhouse tomatoes, cucumbers and peppers. It highlights product availability, freshness and quality. This is possible with the partnership of retail members on the Greenhouse Vegetable Industry Advisory Committee.

“Through the forum that the advisory committee has created, we will also be promoting our winter cucumber program this year,” said Gilvesy. “These efforts have been ongoing for a few years, and they help to bring a new level of awareness to consumers that Ontario greenhouse cucumbers are now produced year-round.”

He noted that over time Ontario greenhouse producers are extending their seasons longer. This is made possible by new innovations in heating and in lighting. Research in these areas is ongoing in Ontario, and some greenhouse producers have already replaced some traditional lighting with LED lighting, which uses considerably less energy and is highly effective.

Gilvesy noted that he attended the United Fresh 2013 expo in San Diego in May, and he listened to some speakers who were addressing the locally grown trend.

“There is no question but that we are seeing it taking hold at our markets,” he said. “And in our region there is strong allegiance to our products. ‘Foodland Ontario,’ our government-based locally grown program, has been in place for 30 years, and it has 96 percent brand recognition with consumers. This is a huge number.”

“Foodland Ontario” and the OGVG have had a symbiotic relationship for many years, and with the locally grown trend growing stronger every year, that relationship is also growing stronger.

“We’re embracing this trend,” said Gilvesy. “At the retail levels, consumers want to know who grew the food they are buying and how it was grown. This is as strong a movement here in Ontario as it is anywhere.”

“We also have very good work standards in the Ontario greenhouse industry,” he continued. “I see ‘Fair Trade Certified’ programs as being more of a north-south issue. For example, its impact is more geared toward developing nations in the Southern Hemisphere, as opposed to places like the U.S. or Canada. We simply don’t have these issues, but we certainly empathize with workers in those countries whose work conditions are less than fair.”

Retailers today also want to know how the companies they’re buying product from are treating the environment, and Ontario greenhouse growers have the best practices related to sustainability in place.

“Sustainability is basically built into our cultural fabric,” Gilvesy said. “It’s just a matter of getting sanction.”

Gilvesy said that Ontario greenhouse growers continue to make improvements and additions to their facilities, however that movement slowed somewhat in 2012.

“The markets were a little more difficult last year, and it slowed some peoples’ plans a little,” he said. “Going forward we expect to see things picking back up again.

“The great news is that our greenhouse product quality is exceptional this year,” Gilvesy continued. “We had really good weather conditions. Temperatures have not been excessively hot, which can be as much of a problem as extreme cold. Product quality is jewel-like this year, and everything is in place for a great season.”