Changes in the Ethnocultural Landscape of Alberta FIRST THINGS FIRST: CHECK YOUR ASSUMPTIONS AT THE DOOR! (THINGS ARE CHANGING) 2/26/2018.

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1 Changes in the Ethnocultural Landscape of (& associated Cropportunities) Census Data Dissection of 4 Canadian Censuses Changes in ethnic / immigration demographics Outline New Cropportunities Trends New crops / markets Alternative marketing methods Outline Ethnic Origins Canada / Top Origin Canada / Top 12 Ethnicities 2016 Census Immigration Status / Immigration Periods Ethnic Movers trends and surges New Cropportunities Resources General Principles Specific Opportunities FIRST THINGS FIRST: CHECK YOUR ASSUMPTIONS AT THE DOOR! (THINGS ARE CHANGING) Meet Me & my family (a.k.a. Joe Consumer in ) My Family Tree (or parts of it) 1

2 My Family Flag Pole (or parts of it) Grocery shelves (and the people they feed) are changing (and so are the other markets) ETHNIC ORIGINS (REGIONS) CANADA 2001 Census Canadian data Ethnic Regions % of Represents 209 Asian Origins, Census Canadian data Ethnic Regions % of Asian Origins, Census Canadian data Ethnic Regions % of Represents 224 Represents 241 African Origins, 2.3 Asian Origins,

3 2016 Census Canadian data Ethnic Regions % of Represents 5 (up 40+ since 2001) Doubled from 2001 ETHNIC ORIGINS (REGIONS) ALBERTA 2001 Census Ethnic Regions % of Asian Origins, Census Ethnic Regions % of Asian Origins, 11.2 Represents 206 Represents Census Ethnic Regions % of 2016 Census Ethnic Regions % of Represents 239 Represents 5 African Origins, 3.7 Asian Origins, 20.5 African Origins, 2.2 Asian Origins,

4 COUNTRIES OF ORIGIN TOP CANADA 2001 Census Canada data Not a whole lot of change in top Census Canada data 2011 Census Canada data 2016 Census Canada data Not a whole lot of change in top 10 some of the smaller slices get bigger COUNTRIES OF ORIGIN TOP ALBERTA 4

5 2001 Census 2006 Census 2011 Census 2016 Census STOP: CHECK YOUR ASSUMPTIONS AT THE DOOR! (THINGS ARE CHANGING) ETHNICITY TOP 12 ALBERTA 5

6 2001 Census Census Census Census CENSUS IMMIGRATION / PERIOD OF IMMIGRATION Pay attention to immigration periods and how immigration patterns changed over time 2016 Immigrant Status & Canada # Geographic name Non immigrants Immigrants Before to to to 2016 Canada Newfoundland and Labrador Prince Edward Island Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan British Columbia Yukon Northwest Territories Nunavut

7 2016 Immigrant Status & Canada vs # 2016 Immigrant Status & Canada vs % Geographic name Nonimmigrants Immigrants Before to to to 2016 Geographic name Nonimmigrants Immigrants Before to to to 2016 Canada 34,460,060 26,412,615 7,540,830 4,343, ,940 1,056,090 1,212,075 3,978,145 3,062, , , , , ,790 Canada Census ETHNIC ORIGINS SOME OF THE CHANGES ALBERTA Pay attention to changes/surges in immigration patterns in recent periods of time 2016 Immigrant Status & Not many changes immigrant Place North American United States British Isles Origins Ireland[6] United Kingdom French Origins France Immigrant Status & Not many changes immigrant Place Western European Origins (except French origins) Netherlands Germany Northern European origins (except British Isles) Not a whole lot Eastern European origins Poland Ukraine

8 2016 Immigrant Status & Not many changes immigrant Place Eastern European origins (continued) Romania Russian Federation Southern European origins Italy Portugal FEW SURGES OR POSITIVE CHANGES IN IMMIGRATION FROM EUROPEAN REGIONS (OUR TRADITIONAL DRAW POINTS PRIOR TO 1981) 2016 Immigrant Status & Some surges Mexico moved from 54 th to 32 nd LATIN AMERICA immigrant Place Caribbean origins Jamaica Trinidad and Tobago Latin, Central and South American origins Colombia El Salvador Mexico Venezuela AFRICA 2016 Immigrant Status & numbers weren t huge but changes in rank were immigrant Some rankings changed by 30 to 80 points Place of birth African origins Cameroon Congo, Democratic Republic of the Ghana Nigeria Egypt Eritrea Ethiopia Kenya Somalia South Africa, Republic of

9 MIDDLE EAST 2016 Immigrant Status & Iran 55 th to 45 th immigrant Syria moved from 80 th to 62 nd Place West Central Asians and Middle Eastern origins Afghanistan Iran Iraq Lebanon Syria SOUTH ASIA 2016 Immigrant Status & Punjabi 50 th to 41 st immigrant East Indian 17 th to 13 th Pakistani 47 th to 29 th Place South Asian origins Bangladesh India Nepal Pakistan Sri Lanka SOUTHEAST ASIA 2016 Immigrant Status & Filipino #s doubled in last 2 census Moved from 22 nd to 12 th in immigrant Place East and Southeast Asian origins China Philippines Hong Kong Korea, South Viet Nam Oceania origins Australia Pacific Island origins Fiji

10 NEW CROPPORTUNITIES GOOD REFERENCE: AN OPPORTUNITY FOR ETHNOCULTURAL VEGETABLES IN CANADA U OF GUELPH (APRIL 2011) PAPERS/ETHNO VEG.PDF Opportunities? Opportunities? Consumers of all backgrounds are interested in buying Canadian produce Producers may financially benefit by satisfying the tastes of growing immigrant s over Canadian born consumers In general, the opportunities for ethnocultural vegetables are higher in metropolitan areas ( An opportunity for ethnocultural vegetables in Canada U of Guelph April 2011) New entrants to Canada are looking to consume foods that were part of their diets in their home country Each ethnicity will vary in their individual preferences Size Colour Type Variations in name may be slight, but significant Trends = Opportunities? Of the Top 20 Hottest Food Trends of 2018 (National Restaurant Association), 9 have some sort of ethnic spin/angle ( research/research/what s Hot) With the easy availability of globally sourced products, the ability to source and indulge food trendiness has never been easier Freshness General Principles Produce quality Many new consumers have a farming background and have a high level of awareness of what to look for Value conscious 10

11 Changing what you sell Traditional Customer Fruit Tubers Leafy greens (lettuce, spinach, etc.) Cole crops New Opportunity Same as traditional Additional leafy stuff Pumpkin leaves weeds Blossoms vs Fruit Different root vegetables CROPPORTUNITIES (BY REGION) Latin America Opportunities Some traditional vegetables, but may want specific varieties (with specific characteristics) Potatoes, onions, peppers, etc. Peppers (hot) Tomatillo Squash blossoms Different squash/melons? Cilantro Corn Smut (Huitlacoche) (fungus) Africa Opportunities Middle East Opportunities Can VARY WIDELY between regions Okra Eggplants Chili peppers Tomatoes Various greens (lettuce, spinach, etc.) Pigweed / Amaranth (greens) / Celosia Yard long beans Pumpkin leaves Blossoms versus Fruit Tomatoes and cucumbers Eggplants Onions and garlic Carrots, turnips, and beets Many varieties of cabbage, spinach, and chard Squash and okra 11

12 South Asia Opportunities Asia Opportunities Spinach Tomatoes Cauliflower Potato Cabbage Onions (small, baby) Carrots Green beans Chili peppers (green or red) Eggplant (small, round) Okra Bitter melon (varies) Cilantro / Coriander Mustard greens (incl. wild mustard) Fenugreek Eggplant (long skinny types) Tomatoes Green beans (Chinese type) Celery (Chinese type) Spinach Carrots Broccoli Lettuce (Romaine, red) Bok Choy / Pak Choy Chinese broccoli (gai lan; Chinese kale) Chinese greens (Chinese cabbages) Bitter melon (varies) Oriental Radish / Daikon Philippines Opportunities Eggplant (small, long, skinny) Bitter melon Okra Yard long beans / Long string beans Bok choy (Pechay) Cantaloupe Watermelon Changing the way you sell Strong demand for regular and fresh Family groups are in again May need rules No off farm food/drink Field entry fees Changing the way you sell (continued) Everything is for sale? Clear prices Directly target specific ethnic groups Special markets or events? Targeted marketing? QUESTIONS??? 12

13 Rob Spencer, BSA, MSc, P.Ag. Commercial Horticulture Specialist Ag Info Centre 310 FARM 13