Positive News About British Columbia Tree Fruit Growers

Many Are Increasing Acreage For Apples and Plan to Stay In Tree Fruit Industry for 5 to 10 Years

Thursday, May 17, 2012

Vancouver, BC – More British Columbian tree fruit growers are likely to increase their acreage of apples than decrease according to a new Ipsos Reid poll conducted on behalf of the BC Fruit Growers' Association. Specifically, 15% of growers claim that they will be increasing their acreage dedicated to growing apples over the next 5 years, compared to only 6% who say they will decrease their amount of land for this fruit over the same time period.

Other favorable news for the industry is that compared to 2005 when this study was last conducted, more growers currently plan to continue farming in the tree fruit industry for a longer period of time. In specific, the percentage of growers who intend to continue farming for less than 5 years has decreased from 30% of growers in 2005 to 22% of growers this year. At the same time, a greater portion of growers expressed interest in continuing to farm for another 5 to 10 years (25% in 2005 to 41% in 2012). A similar percentage of growers plan to continue farming in the tree fruit industry for 11 years or more in 2005 and 2011 (31% in 2005 versus 35% in 2011) and much fewer report being unsure of their future plans this year (14% in 2005 versus 2% in 2012).

The study also indicates that introducing Replant/Removal Programs similar to the previously available programs may have a positive impact on growers' behaviours. Growers were asked whether they agree or disagree that they would change their replant plans and would increase their overall amount of acreage replanted over the next five years if there was a Replant/Removal Program similar to the previously available programs. Half of growers agreed that this would cause them to increase their overall amount of acreage replanted (48%, with 34% strongly agree and 14% somewhat agree) while one-quarter disagreed (26% with 15% strongly disagree and 11% somewhat disagree). The remaining one-quarter are unsure of their answer (26%).

These are some of the findings of an Ipsos Reid study fielded from March 12 to 20, 2012 on behalf of the BC Fruit Growers' Association. For this survey, a sample of 150 BC Fruit Growers' Association members were interviewed via telephone. Weighting was employed to ensure that the sample's composition reflects that of the BC Fruit Growers' Association member database. The margin of error for a sample of this size is +/-7.1 percentage points, 19 times out of 20 based on a finite population size of 687 members.

For more information on this news release, please contact:

Catherine Dawson
Senior Vice President
Ipsos Reid
(778) 373-5003

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey- based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world's third largest market research company.

With offices in 84 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,363 billion (1.897 billion USD) in 2011.

Visit www.ipsos-na.com to learn more about Ipsos' offerings and capabilities.

Positive News About British Columbia Tree Fruit Growers


Michael Rodenburgh
Executive Vice President, Canada
Ipsos Marketing