URBAN AGRICULTURE IN MONTREAL

 

 

 

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EXECUTIVE SUMMARY

Over the course of approximately fifteen weeks, the research group has conducted a market study evaluating a set of predetermined organic greenhouse products for its client, Eco-Initiatives. The objective was to determine the nature of the market for vegetable, herb and ornamental seedlings that would be grown in a proposed greenhouse in NDG. The research questions ask who the target clientele is for organic greenhouse seedlings, what the most economically viable mix of seedlings is, what practices contribute to the success of similar Canadian ventures, and how Eco-Initiatives can best go about marketing the greenhouse and its products. A preliminary literature review pointed to a set consumer group for organic products, and the group's hypothesis followed that women in general would be more interested in organic products, especially those with young children. It was also expected that gardeners would form a small group within the target clientele, so special focus was also placed on obtaining information from commercial enterprises to gauge the demand for fresh organic herbs, which can can be collected from the seedlings without major infrastructure expansion. Methods included a consumer survey, administered to 103 respondents, a focus group with five members, and a few survey-interviews with restaurants and retaillers in the Montreal area. Interviews were also conducted with an organic producer selling to urban markets and an organization similar to Eco-Initiatives operating in the Toronto area. This project is of note with respect to urban agriculture and issues of food security and quality, community-building, environmental improvement such as "greening" and the exclusion of synthetic chemicals in land use, and environmental education through partnerships with schools and community programs. Important social and environmental mandates cannot be carried out unless the project is able to sustain itself financially, and this viability rests on the ability of the greenhouse to sell its products. The group has put forth a series of recommendations tailored to the particular nature of organic product consumption that will highlight the advantages of the greenhouse and market to the revealed client groups. Suggestions also include practices that would economically benefit the greenhouse in other ways, such as product diversification, tours and special events, and involvement in the organic arena through certification and association with other groups. Recommendations were based on economic factors that would allow the greenhouse to participate in meeting the social and environmental objectives of the organization.


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© 2002 McGill School of Environment
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