Page Last Updated: May 20, 2005

Findings from this study of New England specialty food consumers will chart the course of an export development strategy for a selection of Nova Scotian agri-food products in the New England market.

White it is clear that specialty food consumers in New England have a high level of awareness of Nova Scotia (most of whom also have a positive image of the province), further exploration reveals that these generally favourable perceptions New Englanders have are based on superficial impressions of the province, rather than through direct experience. Furthermore, the same can be said of New Englanders' perceptions of Nova Scotian food. With the exception of seafood, very few have any experience with Nova Scotian foods, although most are willing to transfer their generally favourable impression of the province to its food products, something which marketers can use to their advantage. It should be noted that while there is a high level of awareness of Nova Scotia, significantly fewer new Englanders are familiar with the term "Atlantic Canada". Therefore, Nova Scotian food products which will be positioned as imports in the New England market should assume their provincial, rather than their regional identity.

Clearly, there is significant opportunity to build a higher profile of Nova Scotian foods in the New England market through increased consumption. Perceptions that Canada in general has a cleaner environment and higher quality standards can be used to help encourage usage of Nova Scotia food products among these consumers.

Overall, freshness and cost are the most important considerations to New England consumers in their purchase of specialty food products, while origin appears to play a less important role. Freshness becomes particularly important for foods such as produce, seafood, specialty breads, and diary products. Origin appears to become important only when it is related to perceived distance from the consumer (thus affecting freshness), or where quality and origin are closely related (as is the case with Nova Scotia and seafood).

A closer analysis of consumer attitudes revealed that while New Englanders are willing to be generally favourable towards Nova Scotian food products, when given the choice they will consistently choose food products from their own region, with the exception of seafood. Predominant reasons cited for their preference included the perceived distance from Nova Scotia and how this would affect the freshness of the foods (a critical aspect of quality for most food products). While this finding could present initial marketing hurdles, it is important to note that this study did not reveal strong predispositions to "buy American" among specialty food consumers in this market. Furthermore, consumers' preference towards locally produced specialty foods over those produced in Nova Scotia is probably related to their lack of direct experience with Nova Scotian food products. An effective marketing strategy will help to reinforce the proximity and cultural similarity between Nova Scotia and New England, thereby addressing the misconception that Nova Scotia is too far away to ship quality food products to the New England market.

Seafood provides one example of a Nova Scotian food which has successfully overcome freshness and distance barriers and achieved a high profile as a quality food in the New England market. Most specialty food consumers in New England associate seafood as a Nova Scotian food, with a significant number who have knowingly consumed it, mostly for home consumption.

Indeed, seafood is a clear example of how freshness and distance barriers have been overcome among these consumers, particularly where freshness is considered to be the most important factor in defining quality seafood. Marketing plans for the development of other Nova Scotian food products should attempt to borrow from the high profile position Nova Scotian seafood has achieved in the New England market.

Nova Scotian food products which appear to offer the most significant potential on a mass market scale are seafood, deli meats and produce. All such products are consumed regularly by a large number of New Englanders and reveal no significant barriers with respect to freshness and distance. However, where a strong preference towards locally grown products exists, product origin should be downplayed, while quality and freshness should be emphasized.

Other products, such as fruit wines and specialty jams and jellies appear to be better suited for development through niche marketing since these products are not consumed as regularly.

In addition to consumer attitudes and behaviours, the demographic profile of specialty food consumers in New England must be considered in the development of an effective export development strategy. Typically, these consumers are female, more highly educated, more mature, and in a higher income level.

While findings from this study lay the groundwork for the development of an export development strategy of Nova Scotian agricultural products into the New England market, further information should be gathered prior to its finalization. For instance, while this study reveals the market potential for various products based on consumer feedback, further information needs to be collected on the role of retailers, wholesalers and brokers all of which form a critical link between producers and end consumers. As with consumers, this segment must be sold on the merits of Nova Scotian food products. This kind of information can be collected through a series of in-depth interviews with key industry players in the market. Furthermore, an assessment of current suppliers to the New England specialty food market will provide information on the current competitive environment, a critical consideration in the finalization of the export development strategy.

Prepared by Corporate Research Associates Inc.