Canada's Conscious Consumers: 7 consumer trends are changing the landscape of Canada's food industry
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This is another article on context. In this case, the key trend of "market fragmentation" is introduced and with it what the authors think is an enormous opportunity for social entrepreneurs in the food sectors. Currently, seven major new trends in consumer food preferences can be identified. Each represents a market niche that community organizations: CED, social enterprises, nonprofit or charitable entities, and local food businesses, need to be consciously positioned to act upon. By connecting to these consumers, linking with this “piece of their mind,” community-based initiatives can become major drivers of change. However, and this is a piece that foreshadows the issues around infrastructure explored in the next section, what is needed to help put all the bits together? The existing co-operative system in the retail grocery world could be a strategic piece of the puzzle. The strides being made by Co-op Atlantic in this regard are worthy of note. “By creating productive relationships with farmers and retailers at every step of the food chain, Co-op Atlantic is creating a regional food system that is maximizing the value to Maritimers of every food dollar they spend” no matter where they are in the chain.