Agri Tourism Strategy

Agritourism Development Strategy and Marketing Plan Southwestern Ontario Tourism Corporation

Page | 1 SWOTC Agritourism Development Strategy and Marketing Plan

Table of Contents

1. Executive Summary.......................................................................................... 3

2. Introduction ..................................................................................................... 4

2.1. Trends in Agritourism ........................................................................................ 6

3. Defining the Agritourist ................................................................................... 8

3.1. On-farm Recreation ........................................................................................... 8

3.2. The Canadian Agritourist .................................................................................... 9

4. The Agritourist in the SWOTC Region ............................................................. 11

5. Review of Agritourism Initiatives ................................................................... 13

5.1. Agritourism Market Readiness Matrix ................................................................. 25

6. Stakeholder Consultation ............................................................................... 26

6.1. Opportunities ................................................................................................. 26

6.2. Barriers and Obstacles ..................................................................................... 28

6.3. SWOTC Support .............................................................................................. 30

7. Product Potential ........................................................................................... 32

7.1. Viticulture and Fruit ......................................................................................... 32

7.2. Hops ............................................................................................................. 34

8. Summary and Recommendations ................................................................... 36

8.1. Agritourism Product Categories ......................................................................... 37

8.2. Product Development Potential ......................................................................... 40

9. Best Practice Review ...................................................................................... 45

9.1. Overview of Best Practices ............................................................................... 45

9.2. Case Studies .................................................................................................. 47

9.3. Great Ideas in Agritourism ............................................................................... 52

10. Agritourism Programs ................................................................................. 61

10.1. Local Foods ................................................................................................. 61

10.2. Wines and Spirits ......................................................................................... 67

10.3. Farm Experience Program ............................................................................. 76

10.4. Festivals and Events ..................................................................................... 85


11. Marketing Plan ............................................................................................ 89

11.1. Packages .................................................................................................... 89

11.2. Partnerships ................................................................................................ 91

11.3. Promotion ................................................................................................. 104

12. Agritourism Toolkit ................................................................................... 118

13. Top Priorities ............................................................................................ 122

13.1. Market readiness status and database sharing ............................................... 122

13.2. Internal promotion and local supply chain ..................................................... 123

13.3. Establishing a baseline ................................................................................ 124

14. Conclusion ................................................................................................ 125

Appendix A: Focus Group ................................................................................... 126

Appendix B: Product Potential Maps ................................................................... 127


1. Executive Summary

Agriculture is ingrained in the communitys history and plays an important economic

and cultural role. This sector has influenced the development of the regions

communities and is one of the key sectors of activity. Due to low international costs

and the rise of the big farms, agriculturists are finding it hard to remain competitive.

Agritourism has been seen a means to diversify the income of farmers. It leverages

the operational expertise of the operator and adds a new lens through which to look

at income opportunity. Many regions throughout the world and Canada have used

their culinary and farm experiences to develop tourism products.

The purpose of this strategy is to understand the opportunities provided by

agritourism operations to the tourism sector in the SWOTC region. The approach to

agritourism strategy and promotion is actively undertaken at the DMO level. A

regional focus would provide for cross regional promotion and market development

chances. The critical mass of agritourism experiences and products at the regional

level provide ample options for product development and partnership development.

The experiences in the SWOTC region are diverse and so are the product

development potentials. The marketing for the agritourism project will take a four

program approach. The programs group the variety of tourism products into practical

categories for the development of specific tactics, schedules and budgets.

The deliverables of the project include:

Situational Analysis: consisting of an understanding of the agritourism sector

and the agritourist, review of local agritourism initiatives, results of the

stakeholder consultation process and the identification of product

development potential.

Recommendations: based on the review of all data and identification of key

product and experience development potential.

Marketing Plan: divided into four programs and the assignment of target

segments, tactics, schedules and budgets.

Top Priorities: outline the top priorities in order to establish a foundation for

moving forward.

Agritourism Toolkit: in order to provide necessary information to farmers

seeking to become agritourism operators, the project team developed a

website with pertinent information. The website is located at:

http://agritourismtoolkitdev.yontrack.com/Agribusiness/Home.aspx

Inventory List and Map: agritourism asset lists were collected, categorized

and created into a database. The database is available at:

http://agritourismtoolkitdev.yontrack.com/Agribusiness/DirectoryListing/Direc

toryHomePage.aspx


2. Introduction

Agritourism has attracted the attention of many tourism regions across North

America, including the Southwest Ontario Tourism Corporation (SWOTC). As one of

the 7 identified priority projects for the region, agritourism is at the forefront as it is

seen as an opportunity for farm operators to enter new markets for farm products

and services. In addition, agritourism offers the opportunity for the region to

diversify its tourism product offerings and attract a broader range of tourists to the

communities within the region.

What is Agritourism?

In order to understand the opportunities and promote agritourism, the region first

needs a clear definition of what is meant by agritourism. The Canadian Farm

Business Management Council defines agritourism as, travel which combines rural

settings with products of agricultural operations within a tourism experience that is

paid for by visitors. In this context, agritourism combines rural and natural

environments with agricultural and tourism products and services.

The Ontario Ministry of Agriculture and Rural Affairs (OMAFRA) uses The University of

California's Small Farm Center definition of Agricultural Tourism, which is "the act of

visiting a working farm or any agricultural, horticultural or agribusiness operation for

the purpose of enjoyment, education or personal involvement in the activities of the

farm or operation." While this seems narrower in focus the suggested activities that

can take place on a farm broadly include:

Roadside stands and markets

Food activities: Pick/Cut/Gather/Grow/Process Your Own

Farm activities: haying, threshing, ploughing, fencing, sheep shearing,

lambing, egg hatching

Animal feeding and petting areas

Hay and/or sleigh rides

Horseback riding

Bed and breakfast/farm vacations

Sale of specialty agricultural products: wine, cider, maple syrup, flowers,

herbs

Seasonal festivals: Fall harvest, Halloween, Christmas, Spring, strawberry,

corn

Hiking/scavenger hunts, Easter egg hunts

Barn dances (square dancing)

Birthday and corporate parties

Weddings, family reunions

Photography/painting

School tours and summer day camps

Cross-country skiing/snow shoeing/snowmobiling

Historical interpretation and re-enactments

Mazes, rock climbing

Wildlife viewing (birds, deer, etc.)


Scarecrow-making, pumpkin carving/painting

Theatrical or puppet shows and musical events

Community charity events

Movie shoots

This report will combine the Canadian Farm Management Councils definition of

agritourism and OMAFRAs list of potential activities as a working definition of

agritourism for the SWOTC region.

Within this working definition, agritourism products and services can be categorized

into three broad themes:

Fixed attractions such as historic farms, living farms, museums, food

processing facilities and natural areas.

Events based on an agricultural theme such as conferences, rodeos,

agricultural fairs and food festivals.

Services such as accommodations (B&B), tours, retailing (farm produce and

products) and activities (fishing, hiking etc.).

Why is Agritourism of Interest?

Evidence and research suggests that family farming and small scale farming is under

considerable economic pressure. Increased globalization and volatility in commodity

prices are resulting in a long-term trend of decreasing numbers of farms and

farmers. At the same time, farm sizes are becoming larger and more corporate

raising concerns over the impact on rural communities.

Data from Statistics Canada (2008), confirms this trend reporting the total number of

farms in Canada has declined from 293,000 to 229,373 in the 20 years from 1986

and 2006 and the average farm size has increased from 231ha to 295ha in the same

time period. Directly correlated to the decline in the number of farms is a decline in

Canadas rural populations (Statistics Canada, 2008). The declining number of farms

and farm incomes has in part contributed to the destabilization and decline of rural

economies across Canada.

Agritourism is seen as a way to diversify a farmers income stream, reducing

dependence on volatile commodity prices as well as supplementing core farming

income. Finally, agritourism activities provide opportunities to more fully utilize farm

resources, such as lower grade land, and provide income for family members, which

in turn may contribute to the stabilization and sustainability of rural economies.

While it is challenging to find research related to agritourism there have been some

studies that suggest on-farm marketing or farmer direct marketing (activities

included in the definition of agritourism) achieves positive results for farmers and

rural communities. This is supported by a study completed by the Waterloo Regional

Health authority which reveals that the portion of the final buyers price paid to the

farmer increased from $0.09/dollar to as much as $0.80/dollar to $0.90/dollar in

direct marketing initiatives. The economic impact of agritourism is significant as


every dollar of farm income leads to an additional $2.40 spent in the local

agricultural economy; while each job in the agricultural sector results in an additional

4 jobs in the broader economy. In addition, the New Economics Foundation found

that in Britain, for every 1 spent on a vegetable box, 2.59 was generated for the

local economy compared to 1.41 from a supermarket. Farmers Markets Ontario

also reports that 60-70% of visitors to farmers markets visit other neighbouring

businesses on their trip to and from the market thus directly contributing to the local

economy. Additionally, it is estimated by the Ontario Farm Fresh Marketing

Association that 750 on-farm markets across Ontario receive 8,000,000 visitors

annually.

In addition to the economic benefits of on-farm marketing, agritourism can increase

local residents access to fresh farm products and lead to the preservation of

agricultural land and maintaining natural landscapes in rural areas. However,

agritourism can also be seen to have negative effects as farmers might be concerned

about the liability of public visits to their farms and neighbours and nearby residents

might be concerned with increased traffic to the area.

2.1. Trends in Agritourism

Farmers markets and on-farm marketing in Ontario is on the rise. Farmers Markets

Ontario (FMO) believes, while there were as few as 60 markets in Ontario 30 years

ago, today there are twice as many and at the same time, on-farm marketing sales

are increasing. Ontario Farm Fresh Marketing Association (OFFMA) conducted

surveys with both marketers and consumers to determine trends in on-farm

marketing in Ontario in 2005 and 2009.

The surveys revealed the following:

In 2005, nearly 50% of respondents derived over 50% of their income from

on-farm marketing activities. In 2009 this had increased to 60% of farmers.

In 2005, on-farm marketing generated an estimated $116 million in annual

gross receipts for farmers in Ontario. In 2009 this had increased to $210

million.

In 2009, 64% of respondents to the survey stated that farm market sales had

increased.

In 2009, 43% of respondents indicated there were planning additions or

expansions of their farm market.

In 2005, approximately 25% of respondents estimated their farm market

received over 25,000 visitors per year. However, in 2009, this increased to

35% of respondents. Also in 2009, 72% of respondents felt the number of

shoppers had increased in the past 2 years.


Of the on-farm markets surveyed, 72% defined themselves as on-farm markets.

However, as respondents were able to select multiple categories respondents also

considered them to be:

Pick your own (52%)

Agritainment revenue from entertainment services and events such as

mazes, wagon rides, seasonal festivals and plays (36%)

Hosting group tours (32%)

Jams, jellies and preserves farm (31%)

The survey also found that on-farm markets are attracting an ethnically diverse

customer base and that 76% of customers travel less than 30 minutes from their

home to the on-farm market. These customers typically spent $16-$50 per visit and

were most likely to purchase fruits, vegetables and baked goods or paid for

agritainment activity.


3. Defining the Agritourist

3.1. On-farm Recreation

The United States Department of Agriculture (USDA) conducted a study of farm-

based recreational activities in 2007. While this study doesnt address agritourism in

its broadest sense, it does provide a profile of visitors to farms participating in

recreational activities. The report draws from the National Survey on Recreation and

the Environment (NSRE), the only national database of on-farm recreational users in

the U.S. The study found that agricultural recreation visitors are:

Mostly urban (66%), however far less urban than the national average

(82.6%).

Residing close to the farm visited (average 40 miles).

Highly educated, with 33% holding at least a bachelors degree compared to

the national average of 20%.

In their early 40s, have a small family (median family size is 3) and earn

income similar to the national average.

Traveling as individuals rather than as part of a group (81%).

The study also revealed nearly all of these visitors (90%) enjoyed the rural scenery

surrounding the farm. The most common on-farm recreational activities included:

Petting farm animals (67% of visitors)

Hay rides and/or corn mazes (24% of visitors)

Horseback riding (15% of visitors)

Drawing from the Agricultural Resource Management Survey, the USDA Farm-Based

Recreation report also builds a profile for the typical agritourism operator. Farms

receiving recreational income are more likely to be located in a completely rural non

metropolitan county dependent on other forms of recreation as the tourism base.

Farms receiving income from recreational activities are in counties with an

abundance of natural amenities. Operators are slightly older and better educated

than other operators with 44% holding a college degree compared to 24% of all farm

operators.

This American context is relevant to the SWOTC regions understanding of

agritourism because of the geographic proximity of the U.S border and the

opportunity to engage this market in tourism and recreational activity. In addition,

the profile of the agritourist in the U.S can be compared against the profile of the

agritourist in Canada and Ontario.


3.2. The Canadian Agritourist

In the Canadian travel market study conducted in 2007, a profile of the Canadian

agritourist revealed similar results to the USDA profile of agricultural recreation

visitors. This study investigated visitors that engaged in fruit picking, dining on a

farm and participating in harvesting or other farm operations. While the study was

conducted nationally, the survey indicates the percentage of pleasure travelers

participating in agritourism activities while on a trip in Ontario (15.1%) is similar to

the national average (15.7%).

The study found that agritourists are:

Predominantly domestic travelers.

Married (67.3%), women (54.6%), aged 35 44 (22.4%) with no children

under 18 (68.9%).

Possess a university degree (34.6%) and slightly above average national

income (although their incomes are the lowest of all visitor segments

studied).

While participating in agritourism activities tourists are most likely also going to

participate in:

Shopping and dining

Historical sites, museums and art galleries

Fairs and festivals

However, they are also much more likely than other pleasure travelers to participate

in wine, beer and food tasting, aboriginal cultural experiences and participatory

historical activities. Outdoor activities they are likely to participate in include:

Wildlife viewing

Ocean/lake activities (swimming, boating or sunbathing)

Hiking, climbing or paddling

While traveling they are most likely to stay at a public or private campground or a

lakeside/riverside resort. Almost half (49.5%) begin their trip with a specific

destination in mind with less than half using the internet to book (38.3%) or plan a

trip (23.2%). However, 68.6% will consult the internet and 62.9% will take the

advice of others in planning a trip.

The study also looks at the media consumption habits of the agritourist and finds

that they:

Read weekend edition of newspapers (89.1%) more often than local

newspapers (68%)

Watch home and garden shows (39%), travel shows (37%) and cooking

shows (36.5%)

Visit travel websites (57.2%)


This data is relevant to tourism operators in the SWOTC region as it reveals the

demographic of the agritourist, the activities in which they are interested in and how

they find out about agritourism products. This is also critical to understanding how to

package and market agritourism products most effectively to the target audience

most likely to engage in agritourism activity.

In conjunction with this data, the 2009 On-Farm Marketing in Ontario Report

conducted by OFFMA, highlights that operators word of mouth is the most effective

form of marketing while the newsletter and networking opportunities offered by

OFFMA are services of most benefit to member operators. Challenges faced by on-

farm markets include:

Liability of having members of the public on the farm site

Increasing costs of production (inputs and fuel as well as packaging)

Business taxes

Food safety regulations (processing and selling)

Labelling regulations

Product marketing


4. The Agritourist in the SWOTC Region

The SWOTC Market Development Strategy compiled tourism statistics from Statistics

Canada to create a Visitor Profile for the region, which revealed that the average

visitor to the region is characterized as:

A domestic visitor traveling less than 140km

Earn lower incomes than the typical visitor to Ontario

Married male in his early 40s

In addition, visitors to the region enjoy a variety of activities, which include:

Shopping

Visiting restaurants or bars

Visiting a beach

Visiting a national, provincial or nature park

Camping

Hiking or backpacking

Attending a sporting event

Wildlife viewing or bird watching

Visitors to the region are most likely to stay with friends or family or paid roofed

accommodation, however, visitors to the region are more likely to stay at

campgrounds than visitors to other regions of Ontario. This may be due in part to the

lack of roofed accommodation available in the region.

Comparing the typical visitor and visitor activities in the region to the typical

agritourist allows some conclusions to be draw supporting the case for agritourism

development in the SWOTC region.

Visitors to the region are local travelers visiting locations close to home

similar to agritourists.

Visitors to the region are more likely to stay in campgrounds similar to

agritourists.

Visitors to the region also participate in activities similar to those popular with

agritourists such as shopping, visiting a restaurant, visiting a beach, visiting a

natural park (or enjoying rural scenery), hiking and wildlife viewing.

Summary

The number of activities that are included in agritourism is extensive. The region

should be open to a variety of opportunities in this area and seek to combine tourism

activities ensuring a diverse mix of product for the visitor seeking the agritourism

experience. Agritourism is a growth market with increasing numbers of farmers

markets, on-farm markets and visitors to the same. The region is, in many ways,

ideally suited to agritourism. It is a largely rural region with ample natural

landscapes attractive to agritourists but still in proximity to urban centres to provide

the visitors necessary to make agritourism operations viable.


The target market for agritourism is, primarily, the local population. Those located

less than 140km from their destination. This would include London and Windsor but

also Hamilton and St. Catharines. Given the high number of visitors to the region

from Michigan and Ohio these should also be considered target markets for

agritourism in the region. Agritourists are in their early 40s, average income, well-

educated and are married with small families.

The region should be looking to combine agritourism with other regional attractions

that are also popular to the agritourist including shopping, going to a restaurant,

visiting a beach, wildlife viewing or hiking. Agritourists are more likely to camp than

other tourists. Combined with the fact that visitors to the region are more likely to

camp than visitors to other regions in Ontario, the region should prepare adequate

public and private camping facilities.


5. Review of Agritourism Initiatives

The SWOTC region has a variety of agritourism assets that are unique to the DMO in

which they are located. While each DMO is home to unique and authentic

experiences, the region as a whole has a number of synergies in agritourism

products. However, the market readiness of these products varies widely across the

SWOTC region. This section is based on a review of documents, reports, websites

and policy related to agritourism with the intention of highlighting the key

agritourism initiatives in place. This is summarized through a matrix which highlights

the key characteristics of agritourism readiness in each DMO. The initiatives launched

in the communities across the SWOTC region are based on a broad list of existing

assets.

Agritourism Assets across the SWOTC region broadly include:

Wineries, Wine Festivals and Wine Tours

Breweries

Restaurants serving local food

Farm-gate stores and related retail

Buy local maps and guides (e.g.: Buy Local, Buy Fresh Chatham-Kent)

Culinary Trails/Tours and guides (e.g.: Savour Elgin)

Seasonal Festivals and Agricultural Fairs (e.g.: Leamington Tomato Festival)

Specialty retail selling locally made jams/jellies, cider, maple syrup, etc

Local food markets/farmers markets

Road-side stands

Pick your own orchards

Farm vacations

Farm tours and farm hikes

On-farm recreational activities (e.g.: petting zoos, etc)


Municipality of Chatham-Kent

Vision for Agritourism

Chatham-Kents vision is to be a recognized leader amongst agritourism destinations

in Ontario. The reinvention and innovation of agriculture will allow the capacity for

the community to renew itself from a traditional economy to a diverse economy.

Overview of Agritourism Initiatives

Chatham-Kent has undertaken a number of plans and strategies to develop and

promote the agritourism sector in the municipality. First of which is the Official Plan

of Chatham-Kent, which lists agriculture as one of the Countys four strategic

directions. The Official Plan is set to ensure that agriculture continues to be a key

economic sector of the Chatham-Kent economy. The strategic direction is

implemented through initiatives that are intended to result in increases in agricultural

businesses, the maintenance of the agricultural land base for agriculture and an

increase in the diversity of agricultural products. The Official Plan also reflects that

opportunities related to agritourism for tourism development should be addressed.

The agricultural area designation in the Official Plan allows for the primary use of

farm-related commercial uses and accessory uses. Permitted uses in the designation

include agritourism activities such as small-scale operations and directly related

operations to the farm. Also permitted are sustainable forestry uses, conservation,

retail stands for the sale of agricultural products produced on the same farm unit,

and bed and breakfast establishments. Home-based businesses may include sale

outlets for agricultural products produced on the farm, small home limited

occupations conducted from the main residence, bed and breakfast establishments

and farm vacation enterprises. Home-based businesses and home industries shall be

permitted by the Municipality provided that they do not generate a disruptive volume

of traffic and do not impact negatively upon a provincial highway corridor.

The Cultural Plan for Chatham-Kent recognizes that agritourism is one of four

strategic tourism opportunities for the municipality. The Plan also acknowledges the

municipalitys agritourism assets (wineries and local food markets) as significant

contributions to the overall mix of cultural tourism experiences. The Plan states that

agritourism is an unrealized opportunity and will require further investment in

product development to meet the expectation of agritourists.

In addition, Chatham-Kents Economic Development Strategy outlines the need for

an agritourism strategy to stimulate economic growth. The Strategy considered

product development of the natural assets and cultural assets in agritourism as a

high priority for the municipality. The Strategy also suggests the development of an

Agricultural Centre of Excellence to develop new market opportunities for locally

grown products.

The Shoreline Areas Sustainability Action Plan sets out an objective to increase

agritourism operations alongside shoreline areas in the municipality. The Action Plan


recommends that towns in the municipality should encourage the development and

improvement of agricultural lands for specialty uses such as agritourism operations.

The Action Plan also recommends the use of the Promote and Develop Innovation in

Agriculture programs that require partnerships with educational institutions to further

research and innovation, agricultural practices, agritourism and sustainable farming

operations in the municipality.

In addition to the plans and strategies that Chatham-Kent has in place, their tourism

website allows for visitors to the municipality the ability to browse agritourism

related opportunities, with a focus on its region award winning wineries. Smith &

Wilson Estate Wines is considered the start of the Southwestern Ontario Wine Route

that features 11 wineries in the municipality and in neighbouring Windsor-Essex.

Chatham-Kent also offers several other agritourism opportunities as diverse as award

winning maple syrup farms to blueberry farms.

Additionally, the Buy Local! Buy Fresh! Chatham-Kent website provides visitors an

extensive directory of members associated with the buy local buy fresh initiative. The

website also provides a map of the location of local farms in the municipality with

descriptions of activities and links to the farms website. The municipalitys Buy

Local! Buy Fresh! initiative is a strong feature for the success of agritourism

businesses in the municipality. The communitys agricultural roots also provide a

strong interest in renewing the agricultural sector and improving its status. The

municipalitys strategic directions outlined in their strategies and plans show the

commitment at the municipality level to improve on agritourism opportunities in the

municipality.


County of Elgin


In the County of Elgin, agritourism is considered an element of rural tourism

inclusive of small-scale farm enterprises and community events that are linked to

local families and the agricultural traditions of the region. Elgins vision is to improve

the level of integration between agritourism operations and experiences with the

more traditional forms of tourism e.g. camping, beaches, festivals, culture and

heritage in order to link local food when promoting Elgin County as a place to visit.


Elgins long agricultural history has shown great adaptability to shifting markets,

consumer preferences and technological change. A wide range of innovative services

and products associated with agritourism have emerged in Elgin County including

culinary routes such as Savour Elgin. The Savour Elgin program has three culinary

tourism specific goals, which include:

1. Strengthening the local food supply chain in Elgin, including suppliers,

providers and users;

2. Building awareness of culinary tourism in Elgin County; and

3. Evoking a sense of pride within the community.

Businesses that wish to be part of Savour Elgin must apply for membership and meet

requirements on local products, operational months, web presence, and liability

insurance, among others. Visitors planning a trip to Elgin can access several choices

of agritourism related activities through the Savour Elgin website. The website

provides locations, maps and summaries of the experience people may encounter at

these agritourism operations, as well as accommodation encouraging overnight

visits. The Buy Local Buy Fresh local food map is also available under the umbrella of

Savour Elgin on the website. The Buy Local Buy Fresh map and the Culinary Trail

map enable visitors and residents alike to benefit from the variety of agritourism

assets in the region including: wineries, farm-gates, restaurants and farmers

markets. Examples of agritourism related businesses featured on Savour Elgin

include Quai du Vin Estate Winery, Rushcreek Wines, Clovermead Bees and Honey,

Heritage Line Herbs, Lavender Blue Lavender Farm, and the Mad Hatters Tea Room,

among many others.

The County is in the process of drafting its first Official Plan. Set for release in 2012

the Official Plan is expected to speak to the topic of agritourism and the direction in

which the county wishes to follow. Several lower-tier municipalities in the county

have Official Plans that speak to the permitted use of small-scale agribusiness

operations as-of-right on farm properties. Certain Official Plans such as the Township

of Bayham require that agritourism operations be secondary uses on the land with

the primary use being farming of the land.

The Elgin Business Resource Centre (a Community Futures Development

Corporation) in collaboration with the University of Guelph conducted a survey in


2010 to explore the current state of the local food network within the county. The

survey concluded that farms are producing large quantities of grain but that these

products do not factor heavily in the local food network. The primary motives for

farms, orchards and greenhouses to sell locally were the costs that would be reduced

on transportation, a better dollar value for their products, the ability to showcase

their high quality products that allow for traceability, and to ensure community

access to these quality products.

The Elgin Business Resource Centre recommended that by building upon the

emerging local food market, a comprehensive and cooperative network and strategy

can grow in the county. Inclusion of stakeholders from a variety of sectors including

economic development, agriculture, retail, health, education and environment will

give a local food movement the kind of diversity it needs to overcome challenges.

Strong communication and cooperation among stakeholders is an important

foundation for the future of local food in Elgin County.

Elgin Countys Savour Elgin local food initiative can be considered their strongest

agritourism asset. The program connects producers, distributors and consumers and

promotes food awareness not only in Elgin, but throughout Ontario. The completion

of the County Official Plan can potentially protect the ongoing agritourism efforts

through ensuring that lower-tier municipalities are able to designate alternative

agricultural uses. Finally, the Elgin Business Resource Centre also provides the

county with a strong business community engagement that wants to continue to

push for agritourism in the county through their recommendations of local strategies.


Haldlimand County


Haldimand County defines agritourism as an activity that takes place where visitors

can enjoy beautiful vistas or buy farm fresh produce at one of the many farm and

roadside markets in Haldimand County. The vision for agritourism in Haldimand

County is to create a climate for new tourism related investment.


Currently Haldimand County has set up initiatives such as a Tourism Opportunities

Assessment which described the Countys main industries as agriculture and tourism

with most of the land being agricultural in nature. The assessment also found that

improvement was needed in the amount of overnight accommodations available. It

was recommended that the County focus attention on developing the unique

agritourism and culinary tourism experiences that are available in the area and

develop a series of new or enhanced agritourism experiences. The county recognized

that in order to attract more overnight stays they need to develop their tourism

capacity. The county currently holds 150 events in which they recognized the need to

better coordinate and market the experiences these events offer; some of which are

an agritourism in nature.

Supporting agritourism activity across Haldimand is the County Official Plan which

focuses on protecting and managing the natural environment, directing growth

patterns and facilitating the vision of the County, as expressed through its residents.

One of the Plans strategic directions is to establish opportunities for residents and

visitors for leisure and exploring the countys heritage and history. The county has a

Trails Master Plan which is expected to guide the development of over 30km of

registered Trans Canada Trails.

In addition, Haldimand County has developed the Harvests of Haldimand Local Food

Guide which encourages residents and visitors to shop locally and experience the

restaurants, farm markets and agritainment available in the County. The Harvest of

Haldimand website that goes along with the local food guide lists the places in which

a visitor can take advantage of, including accommodation. The website has a live

twitter feed and links to both Twitter and Facebook, encouraging the promotion of

this initiative at a wider scale. The Harvest of Haldimand initiative is considered a

positive first step to building awareness of the local food movement in the County

and working to bring visitors into the region for agritourism purposes. Other

initiatives include a birding map, a motorcycle map and partnerships with other

Tourism organizations (South Coast). The county is preparing for future initiatives

such as enhancing the tourism website and working with local operators to create

packages for tourists.


Sarnia - Lambton County


Agritourism is defined as any recreation and leisure that occurs at fair festivals and

events, local museums, parks, local food markets, historical sites, and farm visits.

The vision for agritourism is to foster a spirit of partnerships within Sarnia-Lambton

to enhance tourism through programs, ideas, and initiatives that will grow the

tourism industry.


The documents and websites that were reviewed to understand the initiatives and

programming around agritourism demonstrate that the agritourism sector in Sarnia-

Lambton has great potential. The Official Plan for Sarnia includes support for tourism

and agriculture within it. This is important, as the Premier Ranked Tourism

Evaluation, also known as the Blue Water Tourism Evaluation Project for Sarnia-

Lambton found that in 2004 there were nearly 1 million tourists making overnight

trips to the region.

The primary visitor activity in Sarnia-Lambton is to visit friends and relatives and

participate in outdoor recreation. Water-based activities, soft adventure products,

cultural/heritage experiences and attractions and sporting events/tournaments were

the most popular activities visitors participated in. A number of smaller activities

augment the visitor's stay such as farm visits, small events and festivals and artisan

shops. The Pinery Provincial Park also draws in a large number of tourists as it is

home to one of the largest sand dune ecosystems in Canada. A majority of visitors in

2004 were reported to be coming from the United States (primarily from Michigan).

Sarnia-Lambton has over 2,400 farms and over half a million acres of cultivated land

which has given rise to several popular farmers markets, festivals and agricultural

committees. Several research and education facilities and research stations are

located within the region, such as the Bio-industrial Innovation Centre, which

concentrates on alternative energy technology and industrial bio-products.

The greatest opportunities are centred on soft outdoor activities/offerings which may

align well with agritourism priorities. A consistent theme for the region is needed and

this should be done in repositioning the region to appeal to new or more specific

market segments (such as agritourists) as well as creating circle tours which are

based on a theme. Adding new themes to each season to extend tourism offerings is

suggested as a way to invest in product development. Opportunity exists to develop

new and unique packages that will offer value and new experiences to visitors. The

region's accommodation providers should include farm visit offerings in their

marketing materials. The recently completed Recreation & Leisure Master Plan for

Sarnia-Lambton suggests that infrastructure for nature-based outdoor tourism is

needed such as spaces for providing summer activities like an amphitheatre, stages,

band shells, arts venues and dance areas. Trail-related activities such as walking,

cycling and hiking were cited as being most favoured within the region according to a

household survey of Sarnia-Lambton residents.


London and Middlesex County


Agritourism in London Middlesex is defined as travel which combines agricultural or

rural settings with products of agricultural operations; all within a tourism experience

(i.e. fruit and vegetable stands, wineries, orchards and farm based bed and breakfast

accommodations and harvest festivals). Agriculture is a dominant economic sector in

Middlesex County with the potential to become a niche tourism market with an

effective marketing strategy.


The Official Plan for Middlesex affirms that agriculture is the predominant activity in

the County and is prioritized over urbanization. The Plan requires a review for the

creation of an agritourism business in the county. Township Plans such as Thames

Centre identify agritourism as an undervalued economic sector and represents

emerging opportunities to diversify the township. Thames Centre also promotes

tourism uses in agricultural areas. Middlesex Centres Plan encourages the

development of non-obtrusive tourism growth within agricultural areas, specifically

tourism opportunities related to the agricultural industry.

The Middlesex Economic Development Strategy identified opportunities in agri-

initiatives such as market co-ops, trade missions, farm gate markets and community

supported agriculture. These initiatives would support the countywide sustainable

tourism development strategy that aims to protect and promote the countys

historical, agricultural, and natural assets, and builds on the needs of the identified

markets. The Strategy set the framework to support and encourage the development

of new and existing tourism products including agritourism along with tourist/visitor

serving facilities.

The Middlesex County Tourism report in 2009 conducted focus groups to illustrate

the level of development of tourism in the county. The results found that agritourism

was season dependent and limited. The need to develop agritourism opportunities for

year-round tourists and to create new opportunities to produce whole day attractions

was among the biggest concerns. Agribusinesses listed that, outside of picking fruit

for a few hours, there was not enough to keep tourists in town for the whole day.

Some recommendations were to create day-trip options that connected businesses to

one another; similar to the Get Fresh Eat Local map that is already in place.

The Middlesex and London Tourism Websites offer profiles on the Townships and

Communities that reside in the county. It also offers a section on agritourism in the

area along with a directory of farms and agritourism businesses in the county. The

popularity of the Buy Local map and the recent increase in the number of farmers

markets and farm gate initiatives in London-Middlesex demonstrate potential for the

growth of agritourism in this region through increased collaboration and connections

between local farmers and tourism operators.


Norfolk County


Agritourism in Norfolk County includes public visits on farms or wineries to take part

in a variety of experiences and/or purchase products. Culinary tourism is considered

to be a by-product of agritourism experiences and is defined as the pursuit of unique

and memorable eating and drinking experiences that have an authentic link to local

agriculture. The vision for agritourism in Norfolk County is to establish a positioning

statement that speaks to Norfolk Countys authenticity as a vast producer of local

food products and to create a theme that resonates in ones mind along the lines of

we grow your food or where your food comes from.


Norfolk County prepared a Norfolk Agritourism Gap Analysis report in 2010, which

offers insight into the benefits of agritourism, best practices in agritourism, the

current layout of agritourism in the county, and opportunities and recommendations

to develop agritourism. The report states that agritourism provides opportunities to

educate both visitors and local residents about the importance of agriculture and its

contribution to the local economy and quality of life. It indicates that the profiles of

agritourists are most likely to be in the age range of 35-44 with dependent children

and are predominantly domestic travellers.

The report identified that many other regions have developed a variety of innovative

products and launched initiatives to encourage agritourism growth. These initiatives

have involved a combination of industry collaboration to encourage farm

sustainability and diversification as well as regional marketing programs. The

common thread is the significance of collaborative efforts and linking agriculture and

tourism from the grassroots. The grassroots approach embraces the concept of

building a loyal and strong local food initiative that draws in the community and

creates enthusiasm and support around the agricultural industry. The emergence of

market-ready experiences is a result of great investment in time and resources. The

report found that where a critical mass of agritourism experiences were developed,

entrepreneurs have seen an opportunity to initiate business ventures that expand the

offering with package development and guided adventures.

The Gap Analysis recorded that the county has an abundance of agritourism assets.

The county has 53 agricultural retail businesses, 10 restaurants featuring local

products, and 44 agritourism related events which include fairs and special food and

drink events. The County has established an advisory board for agricultural activities

along with an Agriculture Marketing Partner Program that provides farmers and food

suppliers in Norfolk the opportunity to place their farm on Local Food guides and

books.

While Norfolk County has strong assets which include a variety of farm gate markets,

year round retail establishments offering local products and agriculture themed

events such as the Norfolk County Fair and Horse show, which is the 5th largest fair


in Ontario; the county still acknowledges that there is room for improvement in

agritourism. The County is challenged by a lack of accommodation on farms, season-

long activities, must-visit experiences, organized tours, education and training for

the agritourism industry including market readiness and value-adding type

workshops that support and encourage farmers and growers to see and reach a new

level of agritourism products and experience offerings.

Overall, the Gap Analysis listed opportunities and recommendations in marketing the

countys authenticity as a vast producer of local food products and activities. The

report recommended creating a signature theme for the county which would

communicate the important position of agritourism to the region.


Oxford County


Oxfords agricultural community will continue to be a key component of the Countys

economy through ongoing agricultural initiatives such as agritourism. To promote

discussion and ideas regarding new ways in which the tourism industry in Oxford can

be encouraged to thrive and be a vital economic force.


The Official Plan of Oxford County allows for the use of agritourism activities on

agricultural land. In order to manage development in the rural areas of the County in

a manner which is supportive of a strong agriculture industry, it is the strategic aim

of County Council and the Area Councils to support and promote the establishment of

secondary on-farm uses as a means of allowing the farmer to create a small business

to supplement family income.

The Tourism Oxford Business Plan values the Oxfordfresh website and Oxfordfresh

literature as core business services for tourism Oxford. The Plan seeks partnership

with OMAFRA for farm marketing initiatives and investment. Tourism Oxford puts on

an annual Oxfordlicious festival as a local culinary tourism project that showcases the

countys local food producers, local agri-businesses and generally promotes

agritourism in Oxford. The Oxford County Economic Strategy acknowledges the

agricultural industry as the majority of the economic base for the rural townships in

Oxford. The strategy understands that Oxfords agricultural base will continue to

grow and evolve and be a key component to the countys economy. The strategy

recommends that townships will be required to diversify their economic base through

new industrial and commercial development, which includes tourism-related

initiatives.

The Tourism Oxford Business Retention and Expansion Report surveyed tourism-

related organizations to probe for needs and opportunities of the local tourism

industry. The report concluded that the website and cooperative marketing of specific

tourism sectors i.e. agritourism provided cost-effective opportunities for the local

tourism industry. Under the leadership of OMAFRA the report also recommended a

BR+E program with the short term objective of providing extended community

support for local tourism businesses and long term objectives of developing tourism

strategies to formulate priorities in the industry. The program also looks to promote

discussion and ideas regarding new ways in which the tourism industry in Oxford can

be encouraged to thrive and be a vital economic force and to increase awareness on

the part of citizens regarding the many tourism events available in their own

backyard. Lower tier municipalities such as Tillsonburg have identified challenges in

their marketing effort as a tourist destination. The lack of clear, differentiating and

marketable identity limits the prospects of securing a major hotel/convention centre

and the ability to market the town effectively. Ingersoll found that their challenge

was to create an identity for their agricultural heritage due to the lack of engagement

from the farming community.


Windsor-Essex County


Agritourism is defined in the Windsor-Essex region under recreation and leisure

which includes: Wine/Culinary Tourism, Agritourism, festival and events tourism, and

outdoor tourism. The vision for agritourism in the region is to promote major

agritourism related initiatives in the County, which include: wineries, the wine-route,

agritourism and the agri-route and buy-local initiatives.


The Official Plan of Essex County encourages locating agritourism activities within

settlement areas but does permit them in agricultural areas that are directly related

to the farm operation. The Plan allows for the use of road side stands as a secondary

use on agricultural lands but requires that the product sold be grown on the same

land.

The Tourism Windsor-Essex-Pelee Island Business Plan lists agritourism as a part of

their recreation and leisure marketing development. Recreation and leisure are

deemed to have the greatest impact on tourists and thus are poised to receive

priority in marketing and packaging development. The Plan identified wineries as the

countys greatest tourist asset.

The Southwestern Ontario Vintners Association (SWOVA) is a collection of eleven

wineries in the county of Essex. SWOVA claims that the county is a winemakers

paradise blessed with exceptional soil conditions and a regional climate which offers

longer sun hours and greater heat unit is than any other in Canada. SWOVA works to

promote the region as well through a local attractions directory on their webpage,

linking the visitor to other tourism infrastructure such as restaurants,

accommodation and other things to do and see.

Essex County is the largest and most intensive greenhouse growing area in Canada.

As of 2006, there were 5,494,164 square metres of greenhouse area under glass or

plastic in Essex County - 47% of Ontario's total acreage. Essex County has 1,740

total farms - approximately 3% of Ontario's 2006 total. Over 1000 of these farms are

primarily oilseed and grain crops. The climate of Essex County allows for diverse fruit

production. Apples (1584 acres), grapes (1130 acres), peaches (343 acres) and

strawberries (80 acres) are the major fruit crops grown in 2006. The major vegetable

crop grown in Essex County is field tomatoes with 5733 acres in production in 2006.

In addition, the Essex County Federation of Agriculture lobbys to improve the

economic and social well-being of farmers in the county and provides members with

information and awareness on agricultural issues and the food system. The ECFA

hosts a Farm Hiker adventure every year, where visitors are welcome to navigate

their way to various featured agri-businesses and agritourists and shop locally and

gain an education around the re-localization of food. In addition, with funding from

Province of Ontario, the ECFA was able to develop a Buy Local map for Essex County,


listing approximately 50 farms and farm-gate stores. While local food is also

promoted through the We Look for Local web portal. The web portal acts as an online

directory, with the aim of garnering awareness around the types of agritourism

assets each municipality in Essex County has.

Opportunity towards the development of agritourism exists in the county but is not

evident in several county plans. In the Leamington Economic Development Strategy

focus groups gave responses for concerns regarding the development of agritourism

and agribusiness ventures. The barriers they presented was the lack of brand, lack of

regional focus, signage, not focusing on diversity, lack of appropriate tours, not

taking advantage of the extended off season growth and taking tourism for granted.

5.1. Agritourism Market Readiness Matrix

This matrix summarizes the above discussion and demonstrates the relative strength

the SWOTC region has once tourism assets are discovered, enjoyed and maintained.

This matrix also provides a high level evaluation of the state of agritourism in the

region.

SWOTC Region by County

X = Present in the County

Agritourism designation in Official Plans X ** X X X X ** X

Agritourism specific strategy X*

Agritourism Initiatives (outside of local food

initiatives)X X X X

Inventory of Assets X X X X X X X X

Agritourism/Agricultural Boards/Committees X X X

Agritourism directions in Economic

Development StrategiesX X X X

Local Food Map X X X X X X X X

Local Food Website X X X X X X X X

Tourism Strategy/Business Plan/Leisure Plan X X X X X X X X

* Agritourism Gap Analysis

** OP currently being reviewed

Norf

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County

Oxfo

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ounty

Chath

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Elg

in C

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Essex C

ounty

Hald

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Lam

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Mid

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6. Stakeholder Consultation

In order to gain a regional perspective on the issues, opportunities and challenges of

agritourism in the region, the project team conducted a series of telephone

interviews, focus groups and face to face meetings across the region. In total, over

150 members of the community shared their experiences, suggestions and

recommendations for building the agritourism industry across the region. For a list of

participants and transcribe of the stakeholder sessions please see Appendix A: Focus

Group Participants.

Stakeholders had a very strong interest in the agritourism priorities of SWOTC and

the project team made every attempt to gather as much stakeholder discussion as

possible. A number of themes have emerged from the discussions which have been

captured in the following summary.

6.1. Opportunities

Stakeholders expressed the following as the main opportunities possible for

agritourism development in the region.

1. Coordination and Collaboration

Stakeholders saw 'coordination and collaboration' as being the number one priority

for SWOTC. Reference was made to the collaboration of events in order to avoid

duplication. A large number of festivals and events take place throughout the region

and it was suggested that organizers work together to ensure they are not

duplicating events as well as communicating the possibility of combining particular

events or festivals. Furthermore, the operator network could provide assistance with

marketing, sales, building partnerships, offering outreach, building techniques and

sharing of best practices.

2. Networking and Communications

The exchange of information was also a major priority amongst stakeholders. By

creating an operator network it was felt that this could support increased

communications within the region. Additionally, identifying the inventory of assets

within the region and building on what already exists was suggested as a way to

build coordination and collaboration.

3. Map Regional Assets

A map of regional assets was recommended in order to clearly define the inventory.

4. Marketing programs

The way in which the new SWOTC conducts marketing was discussed by the majority

of stakeholders. It was felt that promotion and awareness of the region will very

important - especially in attracting international recognition.


Regional tourism signage was widely discussed, as currently signage is developed on

a County basis in most cases. Stakeholders felt that signage should be consistent

and a standard should be developed for the appearance of the signs.

Building the overall experience of visiting SWOTC was discussed and it was felt that

building packages and complimentary experiences was needed when marketing to

potential visitors. It is not enough to offer one of two tourism products, the visitor

desires diversity in the true agritourism experience.

5. Education

Education was suggested to be a strong opportunity for the newly created RTO. In

this, stakeholders suggested that in order to build the agritourism industry, training

and education of tourism opportunities was needed for farm operators.

Additionally it was suggested that technology should be utilized to its maximum

potential, such as in the creation of a regional tourism website which would provide

increased opportunity for information accessibility. Stakeholders suggested that

inclusive listings (guides, web directories, etc) should be utilized to allow potential

visitors as well as operators to find accurate information easily.

Public awareness educational programs were suggested to be an important priority

for the SWOTC region. Reaching out to students, offering farm exchange programs

for kids and providing nutritional programs for self-sufficiency and appreciation for

healthier lifestyles are just a few of the methods suggested in allowing agritourism to

have an educational role.

6. Target Markets

Stakeholders suggested that in order to determine who the target markets were for

the SWOTC region, a series of actions needed to be completed. These included

developing a regional marketing strategy that links all of the various organizations

and partners. This strategy should focus on activities for the four distinct seasons

that this region experiences and should build on the experiences that meet the needs

of all age demographics.

In order to effectively gauge the level of tourism success as well as

increase/decrease of tourists it was suggested that a set of standard performance

metrics be established. This would allow the region to benchmark their progress and

quantify the markets and initiatives that have been successful as well as those in

need of improvement.

7. Tourism Infrastructure

In terms of infrastructure for the region there were a variety of responses received.

The most common response with regards to infrastructure was way-finding and

regional signage. As discussed above in 'Marketing', stakeholders suggested that

signage was one method in which infrastructure needed to be improved in order to

create a more tourist friendly destination.


Encouraging visitors to stay overnight in the region, and longer is always a goal of

any tourism region. With that being said, stakeholders suggested that infrastructure

related to accommodations and food and beverage establishments needed

improvements. In some areas of the SWOTC region, these facilities were either

lacking, or required renovations or expansions. Moreover, some were simply just not

open at certain points of the year and this contributed to an overall fragmented

tourism destination.

While improving highway linkages (such as a highway similar to the 403 connecting

Niagara to St. Thomas) was suggested as an infrastructure improvement, creating

linkages within the region was also high on the priority list. Stakeholders cited

examples such as building a wine trail and creating more non-vehicular

transportation options such as a bike/walking path.

8. Integrated Communications Network

Building partnerships was the number one suggestion for creating an integrated

communications network. While much of this theme has been discussed in

'Coordination and Collaboration', stakeholders felt that building the regional

partnerships was very important and would open the doors needed in building

regional collaboration.

9. Product Development

Developing the product offerings within the SWOTC region was suggested to be a

priority. A number of suggested were discussed, such as:

Farm gate opportunities, farmers markets (experiences),

Culinary Tourism (Agri-food): All restaurants should be utilizing and

promoting local food products, Food and wine terminals

Recognition by the Province that we are the Premier food and wine

destination.

Culinary packaging would work best-connect the farms to the local

restaurants

Create a year-round destination

Regional standard developed for product development

Increased number of facilities, farmers markets, more on farm processing.

Wine tourism

6.2. Barriers and Obstacles

Stakeholders were asked what the top barriers and obstacles to developing agro-

tourism in the region were and replied the following:

1. Coordination amongst stakeholders

While coordination was suggested as an opportunity, it currently presents a barrier to

future success if not carefully developed. Stakeholders indicated that increased

collaboration is needed in the SWOTC region and that there is a lack of

communications region-wide. An example of this was indicated in the agritourism


product providers. Many of the operators are operating in 'silos' thus discouraging

regional coordination.

Furthermore, it was suggested by stakeholders that currently there is a lack of

direction or vision for tourism. The tourism industry for the region is fragmented and

future success was suggested to be dependent upon gaining regional 'buy-in' and a

clear plan which indicates how all operators can work together.

2. Taxes and regulations

A large number of operators throughout the SWOTC region suggested that one of the

main barriers for tourism development was taxes and other regulations. This

included 'red tape' and bureaucracy. Each level of government requires individual

inspections, paperwork and follow-up and for some operators this additional 'work'

competes with the time normally dedicated towards their farm. Other items related

to taxes and regulations included;

Municipal and Provincial regulations that inhibit on-farm value-added

Insurance liability

Municipal support (if there is a lack of)

Infrastructure (regulations for new buildings, etc)

3. Skills, education and market 'readiness'

Stakeholders suggested that in general there is a lack of understanding of the

available agritourism opportunities within the region. Many of the farmers and

agritourism operators would like to be contributing to the region's tourism industry'

but they either are not quite sure how to do it, or do not have the time or finances to

become 'tourist ready'. This could include having regular hours of operation, public

washroom facilities and offering strong customer service.

In addition to this, it was suggested that there is a lack of business experience and

expertise amongst agritourism operators. Perhaps this fact could explain why some

stakeholders suggested that there is a disconnect between farmers, food suppliers,

restaurants and food buyers. This fact is contributing to the significant gap in the

field to fork value chain in the region.

4. Funding

While funding was take right off the table in terms of discussion of 'barriers' at the

regional focus group sessions, it still came up in telephone interviews. Many of the

stakeholders who participated in discussions suggested that funding can be difficult

to find and can be very time-consuming searching and applying for applicable

funding programs. In order to become 'business-ready' or 'tourist-ready' the

operators felt that funding would be extremely necessary in order to make the

necessary infrastructure improvements.


5. Marketing

Marketing was considered a possible barrier to success if not developed properly.

Stakeholders felt that the way in which outsiders perceived the SWOTC region

needed to be improved. Lack of awareness about the opportunities in the region and

the overall brand was cited as an area needing improvement within and outside of

the region.

6. Seasonality

Stakeholders suggested that seasonality was an issue within the region. As a 4-

season destination, it was felt that the majority of festivals, events, and attractions

were only available to visitors during the summer months, therefore many jobs

within the region's tourism industry were also only seasonal and low-paying.

7. Tourism Infrastructure

While 'tourism infrastructure' was suggested above as an example of an opportunity

for SWOTC, it was also perceived as one of the region's current challenges.

Stakeholders suggested that onsite infrastructure such as handicap accessibility and

washroom facilities can be very expensive for operators.

6.3. SWOTC Support

When stakeholders were asked about the role that the newly created SWOTC board

could play, a variety of responses were suggested. Their top responses included:

1. Marketing/promotion

Regional tourism signage

Networking

Creating 'experiences' rather than just things to do.

Unified advertisements

Assistance developing key markets

Building regional packages

Market assessment (marketing gap analysis)

2. Education

Mentoring

Facilitating programs

Training operators how to be 'tourist-ready'

Research function: This could include a list of identified or potential

agritourism opportunities and best practices/trends in agritourism.

Education on SMART communities and how to leverage available tools.

3. Collaboration

Provide assistance in developing a communications network.

Reach out to sub-committees within each area of the RTO to gain a stronger

understanding of what is going on there.


4. Leadership

Be the regional champion.

They can be our tourism 'voice'.

5. Product development

Help bridge the gap between farmers/food suppliers and restaurants/food

suppliers.

6. Advocacy & Business Retention

Support for new and existing tourism businesses.

7. Operator Handbook

Focus group sessions discussed the creation of an 'Operator Handbook'. Stakeholders

made suggestions as to what should be included in this handbook. The list includes:

It should be a comprehensive guide that ties together all relevant and current

resources for agritourism businesses.

Should be a 'how to' guide' for setting up new agritourism businesses (include

flow chart and financial evaluation, template of service, rules and regulations,

zoning guidelines and amendments, insurance policies, labour/employment

laws, etc).

Should include information on funding programs.

Education/customer service training.

Business support services (checklist for what is needed to become an

agritourism operator, list of resources available to make businesses market-

ready, resource guide, links to academic institutions, customer analysis, and

contact/supplier list.

Information about tourist's needs and trends.


7. Product Potential

7.1. Viticulture and Fruit

Viticultural Background

Ontario has four primary viticulture areas:

Prince Edward County

Niagara Peninsula

Lake Erie North Shore

Pelee Island

Ontarios wine areas sit in the middle of the northern grape growing belt. As not all

wine growing regions are the same, the quality of the varieties will vary. The Vintner

Quality Alliance of Ontario (VQAO) has defined the Viticultural Areas (VA) in Ontario

that are capable of producing finer quality grapes. The areas that are currently

defined in Southwestern Ontario are Lake Erie North Shore and Pelee Island, which

fall within the SWOTC region.

The climate of Southwestern Ontario has the required weather of mild winters and

hot summers to grow French hybrid and traditional European varieties of grapes to

produce world class wines. The warming effect of the shallow water of Lake Erie

extends the growing season and promotes ripe fruit with a balance between

sweetness and acidity.

Viticultural Site Selection Factors

The two most important factors in selecting a site for wine grapes are climate

(including regional and local climates) and soil (including type and quality). These

factors are discussed in detail below.

Ideal Climate

The local climate is the primary factor that will affect the ultimate viability of a

vineyard. Wine grape varieties typically require a frost free period of at least 165

days, sunshine exceeding 1250 hours, and extreme winter temperatures not colder

than -24 C.

Generally, the climate of Southwestern Ontario is ideal for the growth of quality

grapes for wine production. Lake Eries north shore has the longest growing season

and highest number of heat units of all Ontarios Viticultural areas. Average monthly

temperatures in this region fall within the desired ranges that promote good growth.

Winter temperatures typically do not approach the extreme temperatures that will

damage vines, buds, blooms, and grapes during annual growth stages. It should be

noted that temperatures occasionally swing into critical ranges throughout a given

year, and as such existing or future vineyards will need a plan to mitigate impacts

associated with potential extreme temperatures.


Due to the temperate growing season and large range of degree growing days, each

vintage varies depending on the season. Rain, humidity, cold, and drought can all

limit the ripening period; however Ontario has experienced several excellent vintages

in the past two decades. These vintage years are typically associated with growing

season that had degree growing days significantly higher than average. Another

advantage of the Southwestern Ontario climate is the consistently cold winters,

which provide reliable ice wine harvest from year to year.

Ideal Soil Type

As with any crop, soil type plays a major role in root development, water availability,

and nutrient uptake. Soil fertility is not as critical as soil structure, but ideal soil

structure is coarse with moderate slope, well aerated, and no restrictive soil layers.

The predominant soil types found in Southwestern Ontario are poorly draining clay or

clay loams which are not well suited for the growth of quality wine grapes. However,

there are bands and pockets of well drained sand or sandy loams that are better

suited to grow quality wine grapes. These areas are found along the north shore of

Lake Erie extending from Essex and Chatham-Kent to Elgin. Haldimand and the north

east corner of Lambton County also possess ideal soil types for wine growing.

Smaller pockets of the more desirable well drained sand or sandy loams soils are also

found in small isolated pockets throughout all the counties in Southwestern Ontario.

Fruit Production in Southwestern Ontario

Similarly to the viticultural regions, quality fruit growing regions require a unique

blend of climate and soil types to produce top quality fruits. Like grapes grown for

wine production; berry crops, such as strawberries, blueberries, and raspberries

thrive in well drained sand or sandy loams with the growing seasons of south-

western Ontario. In addition to berry crops and grapes, Ontario fruit growers grow a

variety of tree fruits including apples, pears, nectarines, and cherries, among many

others. Unlike wine grapes, all types of tree fruits can thrive in poorly drained soils,

such as silty loams.

A growing market for the use of fruit grown in Ontario is in the production of fruit

wines. Unlike wine produced from grapes in Ontario, there is no established or

recognized standard for fruit wines produced in Ontario. There are, however,

associations such as the Fruit Wines of Ontario, who are working to establish

standards of quality for fruit wines produced in Ontario, analogous to the VQAO.

Fruits typically used to craft fruit wines are apples, pears, peaches, cherries,

raspberries, strawberries, and cranberries.

Currently the vast majority of the grapes, peaches, nectarines, apricots, plums,

cherries and pears are grown in the Niagara Peninsula. Recently higher quality value

grape varieties have been planted in place of acreage that was utilized to produce

apples. Growers in south-western Ontario produce all types of tender fruits and

grapes. There are three fruit producing areas within Southwestern Ontario:

Essex/Chatham-Kent, Huron/Erie, and Haldimand:


Essex/Chatham-Kent

The southernmost fruit producing area in Ontario aligns with wine grape growing

areas along the north shore of Lake Erie, with additional fruit production areas

around Lake St. Clair. As this region is the southernmost part of Ontario, this area

has the longest growing season of any, which favours high quality fruit production.

All types of tree fruits, berry crops and grapes are grown in this area.

Huron/Erie

This area runs north-south through Southwestern Ontario from the south shores of

Lake Huron through Lambton, Middlesex, and Elgin Counties to the north shore of

Lake Erie. The predominant fruit crop grown in this region are apples, but other tree

fruits crops such as pears, peaches, cherries and plums as well as berry crops are

also grown. These less common fruit crops are typically grown to meet local

demand.

Haldimand

This area is the easternmost recognized fruit region in Southwestern Ontario and

runs along the north shore of Lake Erie. Similar to the Huron/Erie area, apples are

the dominate fruit grown in this area. Berry crops are also extensively grown in this

region with most of the production being sold wholesale. Other fruit crops grown in

this area include pears, tart cherries, peaches, nectarines, and sweet cherries.

7.2. Hops

Hops Background

Hops are a hardy perennial vine with a permanent rootstock that is grown between

the 35th and 55th latitudes world-wide placing Southwestern Ontario in the middle of

the ideal hops growing zone. Like grapes grown for wine production, hops thrive in

well drained soils with the growing seasons of Southwestern Ontario. Hops can be

grown in poorly drained soils, as long as there is no pooling of water in fields.

Ideal Climate

Hops plants are hardier than most types of grapes grown for wine production and

can tolerate a greater degree of climates. Hops require only 120 frost free days, 45

less than wine grapes. Like grapes, hops require long days with direct sunlight that

are found in south-western Ontario between the 41st and 43rd latitudes.

Currently the major hops growing regions in North America are found in the west,

with the Kamloops region in BC leading Canadian hops production. However, hops

have been grown across Ontario with success. Hops have been grown in Prince

Edward County, one of Ontarios four recognized wine growing regions, since the late

19th century. Todays major hops growing regions are in drier climates with long

days of sunshine. Drier areas require there to be plenty of water available for

irrigation.


Ideal Soil Type

Hops are a forgiving plant that will grow in most soil types. Hops prefer fertile, well

drained soils and cannot tolerate excessive moisture or ponding of water. Hops can

be grown in heavier, poorly drained soils provided there is topographic relief to drain

water from the fields. Subsurface drainage could be used to drain excess soil

moisture, however the root growth of the hops plant will likely be damaged and clog

the tile of the drainage system.

Similar to wine grapes, the predominant soil types found in Southwestern Ontario are

not well suited for the production of hops. Bands and pockets of well drained sand or

sandy loams that are better suited for the production of hops are found along the

north shore of Lake Erie through Essex, Chatham-Kent, Elgin and Haldimand

Counties and in the north east corner of Lambton County. Smaller pockets of the

more desirable well drained sand or sandy loams soils are also found in small

isolated pockets throughout all the counties in south-western Ontario.

Summary of Agricultural Capacity

Much of the SWOTC region is ideally suited to viticultural, fruit and berry and hops

production (refer to maps in Appendix B: Product Potential Maps). Most of these

crops require fertile, sandy or sandy loamy soils with excellent drainage. Hops in

particular require well drained soils. Many areas along the north shore of Lake Eire

including Essex, Chatham-Kent, Elgin and Haldimand possess these ideal soil types.

These areas also have the longest growing season and warmest days in Ontario, also

essential qualities for wine, fruit and hops production. Essex and Chatham-Kent are

already one of Ontarios leading wine regions while the entire region is well known

for its fruit and berry production. There is excellent potential for expanded production

of grapes, fruit and berries as well as hops. Given the regions agricultural capacity

and proximity to the GTA, it is ideally suited to wineries and craft breweries.


8. Summary and Recommendations

Based on the background review, data and consultation results, the following section

summarizes the key related to agritourism development in the SWOTC region. The

region demonstrates clear opportunities in agritourism based on the climate and

location in Ontario; allowing for the longest growing season in the province.

Agri Tourism Strategy

Documents

Transcript of Agri Tourism Strategy