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Telfer School Professor Leila Hamzaoui-Essoussi and her co-investigator Professor Mehdi Zahaf from Lakehead University have received funding from the New Direction Research Programs 2010-2011 of the Ontario Ministry of Agriculture, Food and Rural Affairs for their research project entitled Ontarian Organic Food Market: Assessing the Market Potential and the Understanding of, and Confidence in, the Organic Food System.

This project will assess the organic market structure and seek to understand how it impacts local production, retail sales as well as consumer purchasing behaviour. The researchers will identify and analyze factors that create and diversify market opportunities, and determine the relationship between organic food distribution channels and institutional strategies. The consumers’ understanding and confidence in the production, certification, distribution processes and food mileage will also be researched. In addition, this project will seek to be a catalyst to stimulate change and new ways of doing business. The outcomes will enhance knowledge in building a sustainable marketing model for the organic food system in Ontario.

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