Market Dynamics Associated with Canadian Ethnic Vegetable Production

Abstract

ABSTRACTEthno‐cultural vegetables are increasingly in demand in Canada. Little research has examined differences in cultural preferences for these vegetables. Using conjoint analysis within an online survey of Canada and key export markets in the U.S., we examine consumer preference for external attributes of several (okra, yardlong bean, and Asian long purple eggplant) ethno‐cultural vegetables. Further, we examine how wide‐scale introduction of U.S., Ontario, and Quebec vegetables into Ontario impacts the market. Our results indicate differences between ethnic heritage group preferences. We find home country bias as most ethnic groups positively value product from their home country. Results also indicate that the value of external quality, such as freshness, appearance, size, and firmness, on the purchase decision is different across ethnic heritage groups. We also find that the introduction of Ontario product competes well with U.S. product in Ontario, however, Quebec product could be the biggest competitor to Ontario production.