New Canadians Prefer Taste, Quality of Ontario Meats

February 27, 2015

Study results show market opportunities for Ontario farmers

Guelph ON, February 28, 2015 – An extensive new study shows that new Canadians prefer the taste and quality of Ontario meat over imported product.

The study looked at the eating patterns, shopping habits, and taste preferences of new Canadians of African, Middle Eastern, South Asian, Southeast Asian, Caribbean, and European descent as they relate to the consumption of veal, goat, lamb and mutton, and rabbit.

The research was commissioned by the Ontario Sheep Marketing Agency and the Ontario Livestock Alliance, which included current members Ontario Veal and Ontario Goat, and past member Ontario Rabbit.

“Although there are many differences between the various ethnic backgrounds, the one thing everyone shares in common is a preference for the taste and quality of Ontario-produced meats over those that are imported,” says Dennis Fischer, Chair of Ontario Sheep. “This means there is a definite opportunity for market expansion for Ontario farmers.”

Study results show similarities in meat preferences related to freshness, quality and price, as well as differences in demand patterns, such as specific holidays, ...

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