"branding the north cariboo"

8/13/2019 "Branding the North Cariboo"

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Branding the

North Cariboo

www.farmed.ca

Quesnel Ag. & Hort. Leap 2014

By Heloise Dixon-Warren

FARMED Chair


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Before the Brand

THE Brand is part of the North Cariboo AgriculturalAwareness & Marketing/NCAAM ProjectPhase I;

Innovative grassroots, industry lead, community based,

collaborative, approach with many partners and funders;

From there to now = 2 years;

Many hours spent in meetings, brainstorming, grant

applicationsits has all been worth it!


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NCAAM Project ComponentsBrandDevelopment of a the North CaribooGrown for You

brand for identifying agricultural products and services


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NCAAM Project Components

Highway Billboard Signage

Two-16 x 12 permanent

signs situated adjacent to

Highway 97 North and

South of Quesnel


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NCAAM Project ComponentsNorth Cariboo Farm Products Map

Hard copy and Digital;

Highlights the North Cariboo

farms & agricultural products,

services & experiences;

1stpublication: 2012-13

2ndpublication: 2014-15*

(*launched TODAY!!)


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NCAAM Project ComponentsProject Components:

Kioskin LeBourdais Park (Quesnel Visitor Centre);

displays the North Cariboo Farm Products Map, an

Agriculture Display and sponsor logos.


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NCAAM Project ComponentsJunior Farmer Program

Encourage young people to farm and produce food; aids in

creating healthy, sustainable communities; addresses foodsecurity issues


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NCAAM Project ComponentsJunior Farmer Program

Children grew vegetables in containers

over the summer recording results in a journal

2011 - Quesnel FarmersMarket

2012 - Incorporated into the Imagination Park program at

the Quesnel & District Recreation Centre

2014 - ?????


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NCAAM Project ComponentsSustainability and Capacity Development

Build capacity within both the local agriculture sector

and all levels of government, so that local agriculture is

both supported and thrives;

Many levels: Industry, Grass roots initiatives,

Organizations, Government, Educational institutions

Agriculture Stakeholder Meetings in Feb and October,2012


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NCAAM Project Components

Conferences:Ag & Hort Leap 2011, 2012,

2014 (2015, 2016)

Workshops:

Social Media, Geocaching, Website,

Seed Collection & Storage,

Root Cellar Tour


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NCAAM Project Sponsors

Community FuturesNorth Cariboo

Rotary Club of Quesnel

Northern Development Initiative Trust

Cariboo Regional District

Continuing EducationQuesnel

Northern HealthHEAL

Quesnel Community Foundation

Quesnel Lions Club Spectra Energy-Helping Hands in Action

Quesnel Farmers Market (HARVEST)


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Now onto the brand

www.farmed.ca

The North Cariboo Farm CountryGrown for You brand

was designed by and is owned exclusively by FARMED


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A Focus on the Brand

Branding Committee established

Questions asked:

What was the purpose of the brand?What / Who would the brand represent?

What would the brand logo look like?;

Who would use the brand?

What products / services eligible for branding?What non-agricultural businesses could use the brand?


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A Focus on the Brand

Steps:

A design company was hired on;

Committee worked closely with a facilitator (Community

FuturesNorth Cariboo);

Developed brand and brand promise / vision;

Established a brokering agreement with QCEDC /

Quesnel Community & Economic Development

Corporation to broker brand to December, 2014


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The Brand Vision

Residents and visitors demonstrate a strong preference forpurchasing agricultural products and farm-based services inthe North Cariboo, recognizing the quality, taste,environmental, health and economic benefits of buyinglocal.

Symbolizes agricultural products and farm based servicesof the North Cariboo (McLeese Lake and Narcosli toStrathnaver; Nazko to Barkerville);

Symbolizes the uniqueness of the region, exceptionalquality, home grown taste & community relationships.


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Phase II: North Cariboo FarmCountry / NCFC Branding

Project FARMED partnered with QCEDC / Quesnel Community &

Economic Development for Phase II.

Grant Funds were accessed through the Province of British

Columbia (BC Buy Local) and CCBAC / Cariboo Chilcotin

Beetle Action Plan

Plan to further develop brand and promote it throughout

the North Cariboo; QCEDC hired on a Brand Co-ordinator


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Benefits to the Producer..

Identify your products / services as North Cariboo

Grown (easy identification for the consumer);

Help market and raise awareness of your products and /

or service; Collaboration and networking opportunities;

Cluster and Co-operative marketing (= reduced costs);

Create community connections and relationships;

Increased economic stability and revenues.


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Phase II: NCFC BrandingProject

Three categories: North Cariboo Grown: vegetables, fruits, meats, poultry,

eggs, Christmas trees, Birch Syrup, etc.

North Cariboo Made:jellies, soaps, vinegars, syrups,

socks, blankets, jerky, etc.

North Cariboo Fun: farm tours, B&B, trail rides,(agritourism / on-farm experiences)


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Phase II: NCFC BrandingProject Components

Trade-marking

FARMED has begun process to Trade-mark the phase

Grown for You with Business Development Centre

Logo cannot be Trade-marked as it include North Cariboo; Only way to protect your business identity and intellectual

property in Canada is to register a Trademark;

Trade-mark Registration is the best way to obtain exclusive

right to use the mark in all of Canada in association with theproducts and services for which the registration is obtained


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Signage / Stickers


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BannersLamp Post, Pull Up


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Market Booth

Quesnel Farmers Market, Quesnel Fall Fall, Home Based

Business Markets


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Website

http://grownforyou.farmed.ca/


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Mural


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Our members:

23 and growing Alex Fraser Park Society

Big Fire Farm

Brass Monkey

Buck Ridge Farm Cottonwood House

Coyote Acres

Diamond Island Farm

Double M Ranch Elder Witch

Family Tree Farms

Glenrosa Gardens

Good for You Market

Harmony Farm

Heritage Acres Organics

Knauf Ranch

M/M Ranch Moose Meadows Farm

Pen-Y-Bren

Roddie Creek Ranch

Savalas Steak House Sisters Creek Simmentals

Sweet Tree Ventures

WalkinAcres


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http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QkFktGyW6GajBM&tbnid=gltpOb3BGHZP1M:&ved=0CAUQjRw&url=http://www.howitworksdaily.com/science/in-a-nutshell-intelligence-vs-iq/&ei=EArxUvOiJpHhoASn-ILICA&bvm=bv.60444564,d.cGU&psig=AFQjCNEdahHwtkichNg7zv5XDQJ4Vai3BQ&ust=1391614855917836http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QkFktGyW6GajBM&tbnid=gltpOb3BGHZP1M:&ved=0CAUQjRw&url=http://www.howitworksdaily.com/science/in-a-nutshell-intelligence-vs-iq/&ei=EArxUvOiJpHhoASn-ILICA&bvm=bv.60444564,d.cGU&psig=AFQjCNEdahHwtkichNg7zv5XDQJ4Vai3BQ&ust=1391614855917836


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Where to now

Branding the North Cariboo Increase recognition of brand throughout the North

Cariboo (in our rural communities also); when consumerssee brand = LOCAL;

Increase opportunities for Brand Recognition: Increase number of producers that subscribe to the

brand

Increase number of restaurants that subscribe to the

brand Develop relationship with the grocery storeslocal /

regional; large / small; chain / independent;
http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QkFktGyW6GajBM&tbnid=gltpOb3BGHZP1M:&ved=0CAUQjRw&url=http://www.howitworksdaily.com/science/in-a-nutshell-intelligence-vs-iq/&ei=EArxUvOiJpHhoASn-ILICA&bvm=bv.60444564,d.cGU&psig=AFQjCNEdahHwtkichNg7zv5XDQJ4Vai3BQ&ust=1391614855917836http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QkFktGyW6GajBM&tbnid=gltpOb3BGHZP1M:&ved=0CAUQjRw&url=http://www.howitworksdaily.com/science/in-a-nutshell-intelligence-vs-iq/&ei=EArxUvOiJpHhoASn-ILICA&bvm=bv.60444564,d.cGU&psig=AFQjCNEdahHwtkichNg7zv5XDQJ4Vai3BQ&ust=1391614855917836http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QkFktGyW6GajBM&tbnid=gltpOb3BGHZP1M:&ved=0CAUQjRw&url=http://www.howitworksdaily.com/science/in-a-nutshell-intelligence-vs-iq/&ei=EArxUvOiJpHhoASn-ILICA&bvm=bv.60444564,d.cGU&psig=AFQjCNEdahHwtkichNg7zv5XDQJ4Vai3BQ&ust=1391614855917836


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Where to now

North Cariboo Farm Country - Grown for You food festival(Farm to Plate / Field to Fork - summer / fall 2014);

Growing North Cariboo (NEW not for profit);

Enhance linkage between local food and health (healthy

people, sustainable communities, strong economy and

environments);

Possibility for expansion of the brandNorth Cariboo,

Central Cariboo, South Cariboo, Prince George, etc.


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"branding the north cariboo"

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