Agri-Food Trade Service

Competitive Insights:
The Canadian Restaurant and Foodservices Association Show

April 2009

The Government of Canada has prepared this report based on primary and secondary sources of information. Readers should take note that the Government of Canada does not guarantee the accuracy of any of the information contained in this report, nor does it necessarily endorse the organizations listed herein. Readers should independently verify the accuracy and reliability of the information. This report is intended to provide a concise overview of the event, as well as observations and insights on market conditions and trends reflected in the show, and is not intended to provide in-depth analysis which may be required by an individual reader. Although every effort has been made to ensure that the information is correct, Agriculture and Agri-Food Canada assumes no responsibility for its accuracy, reliability, or for any decisions arising from the information contained herein.

Please address any comments or suggestions you have on this report to: Carmen Hamilton – Carmen.Hamilton@agr.gc.ca or Greg Folinazzo – Greg.Folinazzo@agr.gc.ca

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Table of Contents

1.0 Overview

2.0 Domestic Products

3.0 Conclusion

4.0 Company Contact Information

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1.0 Overview

The 2009 Canadian Restaurant and Foodservices Association Show (CRFA Show) took place March 8-10, 2009 at Toronto's Direct Energy Centre. The show brought together two well-known trade events of the Canadian Food & Beverage Show and HostEx. The event featured 675 exhibitor booths that represented Canada's most innovative food, beverage, equipment and service providers.  The show attracted nearly 11,000 industry professionals and drew exhibitors and buyers from around the world and included pavilions from the United States and Japan.

The number of exhibitors at this year's show was noticeably smaller than the 2008 show, with some companies likely not exhibiting at the show due to the Global financial crises. However, the show provided Canadian industry with an excellent opportunity to introduce some new, high-quality and innovative food and beverage products, as well as to discover those of international companies entering the Canadian marketplace.

Highlights

Featured products at the 2009 CRFA show covered the entire spectrum of the food and beverage industry, with emphasis on healthier food options, gluten-free foods, soy products, functional foods and beverages. Of particular interest at this show, given trends in the current retail and foodservice sectors, were the expanded offerings to the growing consumer market that has specific dietary requirements or that has chosen a vegetarian lifestyle. Options for these consumers are growing rapidly and the variety of products being introduced seems limitless. With product introductions like large container soy yogurt, diabetic diet suitable beverages, or vegetarian breakfast meat substitutes, companies seem genuinely invested in providing viable alternatives to an increasingly broad consumer base.

One of the standout products was a new option for consumers interested in natural sweeteners. The Honey DropTM provides a natural alternative sweetener to a growing consumer group in a portable, mess free form that was previously unavailable. This product offering has enormous potential at the retail and foodservice level.

Visitors to the CRFA show seemed keenly interested in a luxurious dessert offering targeted at adult consumers which fused traditional desserts with rich wines. The frequency with which desserts targeted at adult consumers have been appearing at Canadian food shows is truly remarkable and the products of Frozen Vines were notable.

A key evolving trend which was captured by a few companies at the CRFA show was the changing needs of institutional foodservice, in particular schools. Two products of note targeted this group by addressing allergy issues with nut free cookie offerings in single serving sizes marketed as “school safe” and with an apple juice based slushy beverage designed to fill the gap left by the departure of carbonated soft drinks from many school districts. The move to provide young consumers with an interesting, but healthy beverage option to replace soda was very well received.

In keeping with a number of trends, in particular healthy eating and convenience foods, the beverage category produced a number of interesting products designed to meet consumer's daily nutritional requirements in a single serving as well as fit in a reduced calorie diet.

Overall CRFA presented a number of products which fit comfortably in the current trends affecting the North American food industry, but provided a number of products that cut across a number of consumer groups with very distinct twists. Agriculture and Agri-Food Canada researchers attended this event seeking new and innovative products, but there were a number of interesting products that fell outside of this research scope. For that reason you are encouraged to visit the Canadian Restaurant and Foodservice Associations Web site: http://www.crfa.ca for a more complete picture of the products on display at this event.

2.0 Domestic Products

Yoso Soy Yogurts

With over 68 years of family heritage Ontario based Flamaglo Foods Limited (FFL) develops and manufactures soy-based foods and beverages. Their YOSO yogurts are dairy-free; cholesterol-free; low in saturated fat; a good source of calcium, omega-3 (fortified with flaxseed oil), iron and soy protein; and are the first yogurts in Canada formulated with chicory inulin, which promotes the growth of beneficial probiotic bacteria in the large intestine. In 2008, FFL formulated a new 440g package of YOSO yogurts available in two new flavours (plain and raspberry) with the intent of meeting the evolving demands of existing consumers and attracting new users to soy yogurt. The product was previously available in blueberry, vanilla and strawberry 125g containers. The company also produces a range of soy beverages, soy spreads, and soy cream cheeses all lactose-free and cholesterol-free.

Sol Cuisine Breakfast Sausage

Sol Cuisine (SC) focuses on providing a variety of high-quality, healthy, convenient, and vegetarian food items to the food-service and retail sectors. At the show, they featured their new Cuisine Veggie Breakfast Patty. This product has a very similar taste to regular breakfast sausages; contains 7 grams of soy and wheat protein; has 75% less fat than regular sausage; is Trans Fat free; as well as vegan, kosher and halal certified. The patties are 38g each and are sold in packages of six. They cook in 10 minutes over medium heat

SC sources most of its ingredients from local, organic suppliers with whom it has developed strong, long term relationships. Its extensive lines of Products are distributed by some of Canada's major food distributors such as Gordon Food Service and Sysco to retail and foodservice outlets across Canada. SC's major foodservice and retail customers are: Burger King, Kelsey's, Harvey's, Swiss Chalet, Loblaws, Fortinos, Zehrs, Dominion, A & P, and Whole Foods.

Honibe

Honibe, a company from Prince Edward Island, introduced a unique product called Honey DropTM. This product was introduced in January 2008 by Island Abbey Foods Ltd. as the world's first 100% pure, no mess, and non-sticky honey product. The Honey DropTM is an individual serving (one teaspoon / 5 g.) of 100% pure dried honey without any additives or binding agents. It is ideal for sweetening tea or coffee by simply dropping it into a beverage and stirring. The product is available in two flavours, pure honey and pure honey with lemon. This all natural product easily solves the common problem of messy liquid honey. Each drop of honey has 20 calories and is “a honey you can hold”. The Honey DropTM is available in packages of 20 units for retail sale or in bulk for food service.

Wafu® Japanese Vinaigrette's

A new product offering from the Wafu® brand was a ginger carrot flavour Japanese vinaigrette.  This light and refreshing vinaigrette has a unique and zesty Japanese twist and is inspired by pickled ginger, an authentic Japanese ingredient.  This innovative product helps you make your favourite Asian dish in a flash.  It is very versatile and can be enjoyed as a delicious dressing, dip or marinade and is ideal for easy-to-prepare Japanese and Asian meals.  It has no artificial colours or flavours, as well as no cholesterol, no trans-fats and no peanuts.  

Wafu® Japanese Vinaigrette also comes in Original and Original Light (43% less fat than Original).  

The line of Wafu® Japanese Vinaigrette is available in 290 ml (9.8 fl oz) bottles and soon will be available in 43 ml (1.5 fl oz) single serving pouches for on-the-go meals, take-out and delivery.  In Ontario, the product is available at Sobey's, A&P, Dominion.  In Quebec it is sold at Metro, IGA, Provigo, Loblaws, and Costco.  Mari's Foods Inc. also exports Wafu® to the U.S., where it is available in the states of New York, New Jersey, and Connecticut.

Happy Planet Concentrated Shots

Vancouver based Happy Planet was at the show to introduce an exciting all-natural concentrated functional drink. The four products are designed as occasion based shots.  These natural health products address everyday occasions and issues such as, Glow for skin nutrition, Detox for body purifying from a long night of burning the candle at both ends, Immunity for instant defence boost for those who cannot afford to be sick, and Energy+ to fuel your body and mind for those who want the instant pick-me up the all natural way.  The shots are made in Canada and are available in 75 ml bottles and contain real juice, no added sugar, no preservatives or no artificial ingredients.  They provide 100% or more of your daily vitamin and mineral needs and are only 40 calories per bottle.  The product is relatively new and will soon be available in convenience and retail stores nationwide. 

Sealtest Choco Hazelnut and 100 Calories Chocolate Milk

Sealtest introduced two new products at this year's show for the delight of both calorie conscious consumers and diabetics. First, a new sugar-free chocolate milk that boasts the same great taste. The product is sweetened with Splenda and contains only 100 calories per 250ml serving, 33% fewer calories than regular Sealtest chocolate milk. The new chocolate milk has no affect on blood sugar levels, and is therefore suitable for diabetics. Sealtest Chocolate milk is available in 500ml and 1L cartons in Ontario.

The second product, Sealtest Choco Hazelnut Milk beverage, is a new twist on the typical chocolate milk, which offers a combination of chocolate and hazelnut and is produced with low fat milk. This product is available in 250ml and 500ml cartons in Ontario

V8 V-Fusion® Drinks

The Campbell's Soup Company introduced a new health and wellness inspired beverage under the brand V8 V-Fusion®. This is an innovative 100% juice blend that delivers vegetable nutrition that tastes like fruit. V8 V-Fusion® comes in the flavours of Strawberry Banana, Pomegranate Blueberry, Açai Mixed Berry, Peach Mango, and Tropical Orange. V8 V-Fusion includes antioxidant rich vitamins A, C and E, and has no preservatives, artificial flavours or colours, as well as no added sugar. It is also available in light versions that contain 50 calories per serving. All V8 V- Fusion® varieties are available in 46-ounce bottles, while the flavours of Pomegranate Blueberry, Strawberry Banana and Peach Mango are also available in 12-ounce bottles. It is available at local grocery and convenience stores.

Slush Puppie Plus

Slush Puppie Plus is a new and healthy beverage offering which is a frozen fruit drink that is made from 99% fruit juice and is an excellent source of vitamin C. The Slush Puppie Plus meets the Health Check Nutrition criteria which are based on Canada's Food Guide.

Slush Puppie Plus is available in 4 delicious flavours: Blue Raspberry, Cherry, Lime and Orange. It contains 99% apple juice from concentrate and natural fruit sugars. Each 250 ml Slush Puppie Plus is an excellent source of Vitamin C and B1, and potassium. Each cup gives you 2 servings of vegetables and fruit, and contains no artificial sweeteners.

This cool beverage is now available for school cafeterias, health clubs, canteens, convenience stores and restaurants.

Treasure Mills School Safe Snacks

Treasure Mills (TM) is a Canadian owned company specializing in the manufacture of Allergen Free, Health Based baked goods. At the show, the company presented a 100% Nut and Peanut Free sweet cookie, nutritionally balanced to meet kids' needs and individually wrapped for easy “Grab & Go”. These cookies are available in 12 different flavours and are sold in packages of 12. Each of these packages bares a “School Safe” seal, which guarantees that the product has been manufactured in a 100% Nut & Peanut Free environment

Other products produced by TM include handmade, all natural hearth baked breads; pre-sliced thaw and serve sandwich breads; gourmet cookies; health-line cookies with reduced fats and sugars; mini snack cookies; mini snack cakes; loaf cakes and more. Most are available in various package formats for food service, healthcare and educational institutions, commercial caterers, retail, and fundraising markets. Some of Treasure Mills products are also sesame seed free, egg free and dairy free. TM can also manufacture customized products using GMO free ingredients, natural and/or organic ingredients that are allergen screened.

Frozen Vines

Rain Enterprises (RE) introduced a unique line of VQA Wine and fine spirits infused gelato sorbetto, and tartufo called Frozen Vines, an original frozen dessert for adults.

The product is made in a traditional old world way and is the only product of its type in Canada. RE's infusion process keeps the true flavours of the wine and fine spirit varietals in the desserts, allowing them to clearly come through on the palate.

Frozen Vines are produced in a Federally Inspected Plant located in Toronto and are Kosher Certified. With its large batch capacity, RE offers over 48 flavours of gelato which include VQA merlot gelato, VQA Carbernet gelato, Vidal Ice Wine gelato, Jack Daniels white chocolate gelato, brandy and prune gelato, and Baileys Irish Cream gelato. Frozen Vines is currently on the menu of over 200 fine dining establishments from Windsor to Quebec and is planning to expand into the ultra gourmet upscale foodservice and retail sector across Canada and the U.S.

Cavendish SweetCut Fries

Cavendish had a real hit among visitors at the CRFA show with the introduction of its SweetCut Fries. These fries are packed with nutrients of vitamin A, fiber and potassium. The fries are a sweet potato product lightly coated to lock in the sweet taste with a crispy texture. The fries have a vibrant orange colour and are slightly sweeter than regular French fries.

The SweetCut fries are low in saturated fats, and have zero grams of trans fat. This product is available to the foodservice industry and retail and grocery stores.

King Cole Peking Duck

King Cole Ducks, Canada's largest producer of duckling products, was at the show with its new cooked and ready-to-serve Peking style and Barbeque half duck and Confit duck leg portions. After only 15 minutes on the grill to heat and crisp the skin, this new product is ready to be eaten.

King Cole Ducks has well-established distribution channels throughout the U.S. and Canada where its products are readily accessible to hotels, restaurants, the airline and cruise ship industries, and major food retail chains. King Cole is also sold in Hong Kong, Tahiti, France, Brazil, Russia and Mexico. The company has in-house capabilities to create custom flavour profiles as recently done for several U.S. restaurant chains and retailers.

3.0 Conclusion

The CRFA show provided an excellent opportunity to bring together Canada's foodservice suppliers and buyers in a dynamic setting. The twelve companies highlighted in this report are an example of unique products produced by an ever competitive and innovative Canadian food processing sector. These include soy base yogurts, individual honey drops, allergen free snacks, all natural juices and energy shots and functional beverages enriched with super fruits of açai and pomegranate. Traditional products with a unique flair also included adult ice creams, Japanese vinaigrette's, sweet potato fries, breakfast sausage, and Peking duck. As Canada's largest hospitality show, the CRFA show will continue to serve as a platform for Canadian companies to highlight and promote their high-quality and innovative products to the domestic and international markets.

Report prepared by:

Greg Folinazzo
Markets and Trade Officer
Agriculture and Agri-Food Canada
174 Stone Road West
Guelph, ON 
N1G 4S9
Greg.Folinazzo@agr.gc.ca

Carmen Hamilton
 Project Officer
Agriculture and Agri-Food Canada
1341 Baseline Road, Tower 5
Floor 4, Room 110
Ottawa, ON 
K1A 0C5
Carmen.Hamilton@agr.gc.ca

Approved by:

Bill Robinson 
Deputy Director
Agriculture and Agri-Food Canada
174 Stone Road West
Guelph, ON
N1G 4S9
Bill.Robinson@agr.gc.ca

Ben Berry
Agri-Food Trade Service
Agriculture and Agri-Food Canada
1341 Baseline Road, Tower 5
Floor 4, Room 115
Ottawa, ON 
K1A 0C5
Ben.Berry@agr.gc.ca

4.0 Company Contact Information

Yoso Soy Yogurt
Flamaglo Foods Limited
1070 Fountain St. N., Units 1 & 2
Cambridge, ON, N3E 1A3
Tel: (519) 650-0914
Fax: (519) 650 0896
Toll Free: 1 (866) 887-YOSO
Email: francislo@bellnet.ca
Website: www.yoso.ca

Honibe
Honibe
Island Abbey Foods Ltd.
5522 Union Road
Montague, PEI, C0A 1R0
Tel: (877) 564-5035
Fax: (877) 271-0469
Email: mmeurin@honibe.com
Website: www.Honibe.com

Happy Planet Concentrated Shots
Happy Planet Foods
203-950 Powell Street
Vancouver, BC, V6A 1H9
Tel: (604) 253-7550
Email: happy@happyplanetshots.com
Website: www.happyplanetshots.com

WAFU
Mari's Foods Inc.
1479 Berlier St.
Laval, QC, H7L 3Z1
Tel: (450) 901-0112 ext. 24
Fax: (450) 901-0116
Email: gmichelgarcia@marifoods.com
Website: www.wafu.ca  

Frozen Vines
Rain Enterprises
2025 Guelph Line, Suite 222
Burlington, ON, L7P 4X4
Tel: (289) 895-8735
Fax: (416) 245-3152
Email: dave@frozenvines.com
Website: www.frozenvines.com

Treasure Mills School safe Snacks Inc.
Treasure Mills
1125 Kerrisdale Blvd.
Newmarket ON, L3Y 7V1
Tel: (905) 853-7430
Fax: (905) 853-5447
Website: www.treasuremills.com

Sealtest Choco Hazelnut and 100 Calories Chocolate Milk
Sealtest Ontario Division
Agropur Division Natrel Consumer Relations
1275 Lawrence Ave.
Don Mills, ON, M3A 3P9
Tel: 1 (800) 501-1150
Website: www.natrel.ca

V8 V-Fusion Drinks
Campbell Soup Company
60 Birmingham St.
Toronto, ON, M8V 2B8
Tel: 1 (800) 461-SOUP (7687)
Fax: (416) 253-8611
Email: customerservice@campbellsoup.com
Website: www.v8juice.com

Slush Puppie Plus
Slush Puppie Canada Inc.
151 Jean-Proulx
Gatineau, QC, J8Z 1T4
Tel: 1 (800) 263-3853
Fax: (819) 777-3694
Email: slush@slush-puppie.com
Website: www.slushpuppie.ca

Cavendish SweetCut Fries
Cavendish Farms
100 Midland Drive
Dieppe, N.B., E1A 6X4
Tel: (800) 561-7945
Fax: (506) 858-9107
Email: customerservice@cavendishfarms.com
Website: www.cavendishfarms.com

Sol Cuisine Breakfast Sausage
Sol Cuisine
3249 Lenworth Drive
Mississauga, ON, L4X 2G6
Tel: 1 (800) 370-8004
Fax: (905) 502-8100
Email: sales@solcuisine.com
Website: www.solcuisine.com

King Cole Peking Duck
King Cole Ducks Limited
Box 185
Aurora, ON, L4G 3H3
Tel: 1 (800) 363-3825
Email: pthompson@kingcoleducks.com
Website: www.kingcoleducks.com