Virtual market will connect Ontario farmers with buyers

Wednesday, April 6, 2011

by PAT CURRIE

As part of a broad multi-pronged campaign to boost consumption of local food across Ontario, the Friends of the Greenbelt Foundation in September will launch and online marketplace, Ontariofresh.ca, to link buyers with producers.

Initially it will target those buying for institutions then branch out, foundation spokesperson Susan Murray said.

“The groundbreaking online marketplace will be open to registration by everyone involved in the locally-grown food chain — farmers, producers, chefs, caterers, buyers or foodservice distributors,” said Foundation president Burkhard Mausberg.

The new site is aimed at opening up opportunities for buyer to locate sources of suitable local food products. “Some of them have to check on 17 different websites now. This will be one-stop shopping to fill their needs quickly and easily,” Murray said. At the same time it will help farmers expand their markets.

“Essentially it’s building on what’s called the rubber-boot network where farmers and buyers meet to establish a relationship," Murray said. Details on each eal will be worked out between buyer and seller, she added.

The site will be open to everybody with an interest in the local food chain, potentially many of the 57,000 farmers in Ontario, buyers, dealers and including ministry of agriculture staff.

“The sky’s the limit,” said Murray, adding that at least 3,500 listings will be needed to make the idea viable. Short surveys will be used to populate it with four profile types: farmers, buyers, distributors and friends/supporters.

Those wishing to register for inclusion can contact Ontariofresh.ca online or by calling 1-888-249-9399 or 647-426-8420. BF