Many people see Toronto as a big, cold city.  The truth is it is actually a collection of fascinating and interesting neighbourhoods, hundreds of them, stretching from Lake Ontario to the northern boundary, and in the west from the airport to the Rouge Valley in the east.  Some of these neighbourhoods were originally small villages and towns – places like Weston, Mount Dennis, Thistletown, Parkdale, Yorkville,  Forest Hill, Swansea and Mimico – that were eventually swallowed up during a series of amalgamations, starting in 1883.

In the world of retail marketing, there is a huge choice of media, strategies and techniques that a retailer has at his or her disposal to promote their store.  Whether the objective is to create traffic with point-of-sale promotions, build the store brand or promote specific events… no matter the type of promotion, the tools available to reach the desired audience are collectively known as “the advertising mix.”

The concept of the advertising mix was developed in the early 1950’s. It is essentially a toolbox of different media and promotional techniques that a retailer chooses to fit the needs of their specific marketing objectives. For example, a retailer that has identified that their clientele are highly mobile, may decide to invest a portion of their marketing dollars into radio. It’s a great way to reach travellers – particularly to and from work – and it is an ideal media for high frequency and saturation. It is a very good fit for reaching this demographic.

Conversely, retailers drawing from a large geographic area may choose television for its vast coverage and multi-demographic reach. Retailers focused on specific age-groups or demographics may choose media or promotional techniques that are particular to those potential customers.  Trying to reach seniors?  Sponsor the weekly bingo or perhaps place ads in the senior’s newsletter. Promoting all-natural acne cream for teenagers? Try social media or on-line promotions. Over-stocked on protein powders and L-glutamine?  Try a coupon campaign in conjunction with your local fitness club.  Melatonin sales plateauing? Why not run ads after midnight on the local radio station? Trying to boost your cold and flu remedy sales? Perhaps a few well-placed ads on the Weather Channel will do the trick.

Each of these examples utilizes a specific advertising technique (or media) that is best suited to reach the desired audience. And each offers the optimum chance of capturing the attention of that market.

Since its inception, the advertising mix has evolved as the sophistication of the markets has intensified and as the number of promotional ‘tools’ has increased. For many years, newspaper, radio and television advertising were the stalwarts of the mix. Nowadays, a retailer can also utilize direct mail, couponing (with instant gratification via UPC scanning), live and video in-store marketing concepts, outdoor advertising, transit advertising, google ads, facebook, instagram, twitter and the whole realm of social media,  websites, web sales and webinars, guerrilla marketing (flashmobs to promote your new location?), product placements, email campaigns, public relations (a column in your local newspaper is unbeatable), community outreach programs, award, team and event sponsorships, QR codes, branded store promotional items, free samples, and so on and so on.

Your ability to reach your market(s) – those groups of customers that make up the largest percentage of potential customers – will ultimately determine the techniques that will give you the best return on your investment. Choose wisely. But take note, everything you do to promote your store is a really good thing. Just do it, do it well and do it often.  •  by Doug Muldoon

The 35th Annual Guelph Organic Conference & Trade Show (Jan. 28-31, 2016) will connect hundreds of like-minded individuals again this year.

“It’s a wonderful showcase of organic foods – many Ontario based,” says Almut Pfenning of Pfenning’s Organic & More in St. Agatha, Ontario.  “It’s so awesome, it gives me goose bumps.”  For over 18 years, Almut, her husband Wolfgang and their children have had a booth at the event.  “We are educators in food.  We want to convey the message that it is possible to heal yourself with food and to use food as medicine.  It can be possible to lose touch with food when you are also selling creams, supplements and other items,” says Almut.

“The people at the conference understand the value of good food.  You look at them and their faces have colour and rosy cheeks.  They know how to cook and appreciate the vegetables that we sell at our booth,” notes Almut. 

Not only does the conference draw hundreds of consumers, like those shopping with Almut, it also attracts many other key players in the organic category such as retailers, growers, market garden producers, suppliers, advocates and others.

“We see a lot of our own growers and get a chance to talk with them in person,” says Almut.  “We have also made connections for our store.”  For example, “we have found suppliers of meat and apples through the conference.”

 “It’s a real cross section of people who come to the conference,” notes Tomas Nimmo, Conference Manager.  “From government representatives to certifiers to growers, to movers and shakers – we’ve got them all attending.  That’s a lot of knowledge and resources gathered in one spot.”

“Organics is in an upswing right now, but it’s important the sector really solidifies its position,” says Tomas.  “Like any expanding business model, there are challenges.  By having strong connections, the sector will be better prepared to deal with whatever comes its way,” he emphasizes.

“What always strikes me about the conference, and the organic sector, is the willingness of people to give information and share,” notes Tomas.  “I always say ‘never stop promoting.’  I’ll rest a little easier when organic is more than 10% of market share.  That’s when it will be really big,” says Tomas.

This year’s conference will feature over 150 exhibitors including Pfenning’s Organic (both the farm distributor and Almut’s store),  Ontario Natural Food Co-op, Nature’s Path, Crofters, Manitoba Harvest Hemp Foods, Sunshine Pickles, Organics Live and dozens more.  The workshop schedule is jam packed with 42 program offerings covering a diverse range of topics including certification, pollination, urban gardening, organic crop & livestock production, biodynamics and much more. 

The Guelph Organic Conference takes place January 28 to 31, 2016.  Registration, maps & details can be found at www.guelphorganicconf.ca.  For those interested in exhibiting in 2017, contact Tomas Nimmo at 705-444-0923 or organix@auracom.com to be added to the waiting list.  •

United Biopharmaceuticals Inc. (UBI) has introduced cold­Q enhancement, an all-natural oral spray, free of pesticides, heavy metals and preservatives.  This unique herbal formula was used by hospitals in China to save the lives of many people during the SARS epidemic of 2003, and was registered for
sale in Canada by UBI, a wholly owned
Canadian company. cold­Q is available in a small countertop six pack bilingual display.  Available through Purity Life.   www.coldq.com

Preferred Nutrition is now distributing VegiDay and SeaRich Omega-3.  The VegiDay line provides “energy from the ground up” with raw, organic plant based proteins and organic coconut snack food.VegiDay is part of a growing movement that encourages everyone to welcome and sustain life by reducing consumption of animal protein.

SeaRich Omega-3 is made using the highest quality omega-3 fish oil. To create a truly delicious family of products, fish oils have been blended with natural, non-GMO flavours to create formulas every member of the family can enjoy including grapefruit punch, coconut-lime and lemon meringue.

 For more information on the VegiDay and SeaRich Omega-3 lines call your Preferred Nutrition account manager or 888/826-9625.  •

One a recent road trip, I made my first-ever visit to St. Francis Herb Farms, a family-owned business that has been operating for 27 years. St. Francis is situated in the beautiful Madawaska Valley, a unique, remote, cottage country region, two hours northwest of Ottawa, and three and a half hours northeast of Toronto. Paul Rivett-Carnac is the company president.  His parents – Monique and Jeremy – are the company founders, and today, Paul is a co-owner of the business, along with his wife Caitlin.

The big news at St. Francis during the visit was the announcement of the company’s recent purchase of a 50 acre farm.  “This will take us back to the early days of the company,” explained Paul, “when my parents grew and harvested many of the herbs.  On our new farm, we will grow many of the herbs we use in St. Francis formulations.  Over the years, we have grown so much, and seen multiple expansions to our manufacturing facilities, we have contracted local organic farmers to help augment herb supplies.  The new farm will allow us to – along with our current farming partners – further source as many herbs locally as possible.”                          Story/photo: Bruce W. Cole

Our oil is pure and un-adulterated.  Inhaling the aroma of lavender will help dispel anxiety, and comfort the mind, body and spirit. Used in a bath or massage application, lavender will only enhance the experience. Lavender vapours help to gently open the breathing while purifying the air.  Box includes: 15mL bottle of essential oil  Available via your favourite distributor. Call 800-669-3275 for more information or email      Lana.Beck@auracacia.com

Revolutionize your customer’s gut health – with new, delicious flavours of fermented Vegan proteins+ from Genuine Health. Now the first highly absorbable, fully-fermented, complete protein is available in chocolate along with new fermented Vegan proteins+ bars in dark chocolate almond and lemon coconut!      www.genuinehealth.com

Oregano-8 provides quick and natural relief for cold and flu sufferers. Its 8 powerful ingredients work in synergy to attack the infection while strengthening your immune system. Made with Omega Suspension Technology (OST): better absorption and results you can feel.

www.platinumnaturals.com

Cutting edge research on essential oils is showing how effective they can be for maintaining good health. Our new topical Chest Rub ointment includes some of the classic essential oils. With deep-penetrating, soothing action, it’s a formula that’s ideally effective in relieving the chest pain and discomfort that so often accompany respiratory infections.       www.stfrancisherbfarm.com

In the world of vitamin C’s, only one provides 24 hour immune support – Ester-C. It is less acidic and gentle on the stomach, and the only form with active metabolites which intensify its absorption and enhance its retention in the white blood cells to help reduce the risk of cold and flu infections. Regular vitamin C just can’t compare. For more information, call 800/663-4163 or visit sisu.com

Life can be tricky. Especially for the high-intensity woman. In order to maintain your pace, you need to keep your body, bones, muscles and skin supplied with the right amounts of vitamins, minerals and probiotics. That’s why we made FitMiss Balance. With loads of vegetable and fruit derivatives plus antioxidants, FitMiss Balance has everything a girl needs to keep her body… balanced. 

www.musclepharm.com

Natural, fast and effective

Now available in Canada, UTI E-Drops have been used successfully for over 20 years in Central and Eastern Europe. UTI E-Drops is formulated using all natural essential oils including juniper, lavender, eucalyptus and pine needle with anti-sticking and antibacterial qualities for elimination and prevention of urinary tract infections. Easy to take – just mix with water and drink. PNO.CA

Three Ontario retailers walked away with hardware during the annual CHFA East Awards on September 19 in Toronto.

Kardish Health Food Centre in Ottawa was named winner of the Brock Elliott Memorial Award for Excellence in Retailing.   Eamonn McKay of  Fiddleheads Health and Nutrition in Waterloo was presented with the CHFA Excellence in Retail Sales award.  Foodsmiths in Perth captured  the CHFA Sustainability Award – Retailer category.  The only non-Ontarian to win a retailer award was Story Sheidow of The Turning Point, in Montague, PEI., who took home the Gordon Storie Memorial Bursary.

 by Bruce Cole

Amaranth Whole Foods Market in Calgary, AB. had many reasons to celebrate this year, its 20th anniversary.  Thriving and growing in the competitive Calgary marketplace is cause enough to pause and reflect on all that has been accomplished over the past two decades.

As summer comes to a close, the industry is ramping up for one of the busiest times of the year.  CHFA East (Sept. 17-20) usually marks the unofficial start of Fall, and the team at CNHR and Natural SKU Preview publications has started working on the CNHR November/December issue.  This will be a very exciting issue with lots going on, including our show wrap-up, news and photos from the show floor and related events, a report on the newest products to hit the market, and winners of the CHFA awards. 

Top retailer recognized

In addition, we will also be congratulating the recipient of the Brock Elliott Award for Excellence in Retailing.  You can be involved in this: it is an excellent way to show support for your customer (or potential customer!)  A few words of congratulations along with your logo is only $450.Regular great feature writers
The issue will also feature our wonderful stable of columnists and contributors, and we will be featuring one of the country’s top natural health retailer. 

Send us your company news

As always, please send me your industry news for our Trade Talk section.  It is one of our highest read departments and is a vital part of the link between you and retailers.  This is where you can keep your existing and potential customers updated on your new products, new staff, new website, new promotions, etc….  Deadline is September 9.  This is a FREE service.

Deadlines for November/December 2015

Editorial – September 9

Ad space reservation – September 23

Product Profile submission – September 26
(free with ad placement 1/3rd or larger)

Ad material due – September 30

Brendan Davidson grew up in a health food store.  That fact may have something to do with him currently owning two of his own.

Summer may be winding down but the industry is just gearing up for what is sure to be the best CHFA East to-date.

Aura Cacia is pleased to be supporting consumers with easy ways to make safe and natural personal care at home using essential oils.

The long-awaited Bio-K Plus Vanilla Probiotic arrived in stores as of August 1st.