“Fresher, Faster, More Profitable” is the theme of Canada’s first conference on value chain management in the agri-food industry.

The national conference will take place on June 18 and 19, 2003 at the Airport Marriott Hotel in Toronto.

Value chain management is a more effective method of conducting business activities by producers, processors, and retailers partnering for more efficient ways to meet specific market opportunities. By forming strategic alliances focused on achieving a common goal, participants gain a greater marketing advantage than by working individually.

 “Value chain management is consumer-focused,” says Bette Jean Crews, Ontario Federation of Agriculture representative and Agricultural Adaptation Council Vice Chair. “Value chains are one more product branding tool that can enhance the international competitiveness of Canada’s agri-food industry and strengthen our share of the domestic market.”

At the June 18-19 conference, internationally recognized experts in value chain management from Australia, the United Kingdom, New Zealand, and across Canada will share their experiences and insights. Presentations include consumer trends and demands for food products; export market competition; successful alliance development; partnering with retailers; critical success factors for value chain partnership; and making the shift to value chain management.

 Value chain alliances have proven successful around the world. In the Netherlands, a Dutch alliance of companies has secured an annual $10 million contract to supply niche market vegetables to discerning Japanese consumers. In Canada, Ontario veal producers and sheep producers have formed alliances with packers and retailers that have resulted in increased sales and higher profits. The National Value Chain Conference is sponsored by a coalition of partners including Agriculture and Agri-Food Canada, provincial and territorial governments, and members of the agri-food supply chain from across Canada.

This initiative is a positive undertaking by the provincial and territorial Canadian Adaptation and Rural Development (CARD) Councils to support new directions in expanding value added opportunities for agricultural commodities in Canada and around the world.

“The CARD Councils represent member organizations on behalf of Canada’s agri-food industry,” says Tom Smyth, head of the Value Chain Committee. “The Councils are strategically positioned to support the development of value chains and will assist in forming successful strategic alliances.”

To register for the June 18-19 National Value Chain Conference on-line, visit the Food and Consumer Products Manufacturers of Canada web site at www.fcpmc.com,  or contact: Heather Montague, Registrar Food and Consumer Products Manufacturers of Canada 885 Don Mills Road, Suite 301, Don Mills, Ontario M3C 1V9 (416) 510-8024 ext. 2237 FAX (416) 510-8043 heatherm@fcpmc.com 

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For more information: Martin Gooch
Value Chain Facilitator, Agricultural Adaptation Council
Martin's e-mail