Tag Archives: Canada

  Ontario Greenhouse Vegetable Growers (OGVG) is a not-for-profit organization based in Leamington, Ontario. OGVG was formed in 1967, representing approximately 220 members who grow greenhouse tomatoes, cucumbers and peppers on over 2,500 acres in Ontario, Canada. OGVG works hard to promote and connect its growers with government agencies, consumers, retailers and foodservice operators across North America through various government lobbing events, research, marketing initiatives, trade shows and community activities. As a whole, OGVG strives to support the Ontario greenhouse vegetable sector and its growers, however possible, to ensure success for today, sustainability for tomorrow, and fresh, nutritious, quality produce for all!

Back in 2001, an event changed the landscape, not just locally, but for the entire world. The event in question took place on September 11th, 2001. With all that has gone on since then, Muslims in North America had to bear the brunt of the backlash, the scrutiny and in some cases, violent acts of Islamophobia. Muslims then recognized that there was a problem in their community, such as radicalism that could creep into the younger generations. Also, a lot of the outreach and connection to the public at large, whether Muslim or non-Muslim, was either non-existent, or hasn’t possessed more of an impact. In 2003, Taha Ghayyur – Organizer of Muslimfest – along with his team thought of ways in providing a positive image of his community to the broader public. Over the course of history in such parts such as Turkey, the Middle East and now in China, Islamic Art has caught the eye of the world with the intricate calligraphy, geometric patterns and shapes that make up its artistic canvas. This was the selling point that Taha and his team would use to formulate an idea that has grown to such a level that it is now known worldwide, and has just completed its 13th year in existence. Muslimfest is a community festival held out of Mississauga, Ontario and was designed to bring about the Artistic and Creative features of Islam to everyone with its educational classes, bazaar environment to shop, eat and enjoy the atmosphere for young and old alike. One of the biggest parts of the marketing strategy for Muslimfest was their social media component. Over the years, Muslimfest has welcomed and encompassed new and improved methods of social media and has effectively engaged people young, old, living in the city, outside the city and making it accessible for people all over the world, Muslim and non-Muslim. We sat down with Taha to discuss how his strategies evolved over time and what he may see in the future when it comes to his social media techniques.

After 15 years of toiling in the Market Research industry for major corporations in the Toronto area, Mustafa Khaliq decided that the 9 to 5 grind just wasn’t for him. Rather than looking for another job out in his industry, he did notice (in the mirror of course) that he possessed a gift, and that was the gift of Men’s fashion flare. Usually you can see him walking the streets or sitting in a restaurant in his slim-fit patterned shirts, rocking some neon coloured socks with a set of pastel flavoured glasses adorning his always clean-cut head. With that, a lot of his closest confidantes suggested that he offer his ideas and ‘Muse-like’ creativity to the world of Men. “I’m my own best billboard. Men, generally appreciate looking good, it’s just that, its not a priority.” – Mustafa Khaliq In 2013, Mustafa set up a small consulting business called Style Counsel that helped men acquire the guidance in bringing their clothing game to the next level. With Mustafa’s love of discovering new and chic items that men could incorporate into their wardrobe, the service he was offering started to become popular as did the fashion industry for this particular demographic. The global market for men’s designer apparel is projected to reach nearly $33 billion in 2020, up 14 percent from $29 billion in 2015, according to Euromonitor International. ~ Business of Fashion Offering a consulting service to help men with their shopping needs and fashion sense however, just wasn’t enough for Mustafa. He knew that men – especially ones in fields of professions that required a look of utmost sharpness – just didn’t have the time anymore to shop store to store to gather products and ensure what is right or wrong for them. So in 2014, along with his partner Mike Mossallem, a new idea was born to provide menfolk the products they need packaged up and sent to you directly without all the hassle. Items such as laptop bags, ties, bowties, shirts etc were neatly put into a kit, displayed online and marketed so clients can customize and choose whatever they require. Viktor & Muse being only just a month old really needed to engage their social media prowess to get their marketing engine going and we sat down with the founder of V&M Mustafa Khaliq to get his take on the challenges he has to face in such a tough competitive environment. Marketing in… Read more »

The media itself has been the news lately. The Trump campaign has made the press headline news. This conversation is not new. Since ancient Rome when important announcements were carved out on stone tablets and placed in busy squares, the public has measured the quality, delivery and merit of information/content. We are a society obsessed with being “in the loop” and up to date with news that is important to us. This is evidenced by the ubiquitous and near-constant use of electronic devices.  I chose The Hamilton Spectator, one of Canada’s oldest newspapers and media outlets, for this week’s case study. I wanted to know how TheSpec.com measures their performance using web and social media metrics.

One of the largest segments in the consumer spending industry is the Lifestyle segment. This segment basically focuses on the well-being of an individual and also gives importance to rest, relaxation with modern day flare. It encompasses such things such as art, home decor, fashion, health, education and of course, confectionery. The Modah store located in Mississauga, Ontario however, went further by tapping into a segment…of this segment. Modah focuses on being the largest Canadian lifestyle store catered to the people practicing the Islamic Faith or people who have an affinity towards Middle-Eastern design and flare. According to a report by Thomson Reuters, Muslim consumer spending on food and lifestyle products and services was estimated at $1.8 trillion (USD) globally in 2014 and is projected to reach $2.6tn in 2020. Major brands such as Mango and DKNY have begun to adapt to this audience by introducing more modest clothing ranges, but it has also inspired a raft of new start-ups from within the Muslim community. Just from this stat alone, many businesses are popping up especially in the Greater Toronto Area. The one issue they all face is how and where can they be able to showcase their products and generate sales? Back in 2012, Samir Aziz’s wife, Nafiza, possessed a small home-based business selling women’s clothing. As her success and publicity began to rise in the community, many other people who sold various other products always approached the couple to find ways in marketing their goods as well. From that, Samir & Nafiza had an idea to actually open a brick and mortar store not only selling the women’s clothing they initially ventured into, but also engage other fledgling entrepreneurs to take part by displaying their products to sell. The store needed to be in a prime location where Muslims frequent quite often and finally settled on a 4,500 sq ft unit in 2014 in the Dixie and Eglinton area of Mississauga where numerous other restaurants and various establishments currently reside. Due to the large space, just having their clothing business and one or two other branded products wasn’t enough to alleviate some of the overhead costs. So Samir and Nafiza had an idea and that was to beautify the store space to mimic the stylings of a Pier-1 Imports or a Homesense and invite vendors to be part of a business trade show at their grand opening. The… Read more »

The Halal food industry is a booming industry especially in the Toronto area. The technique of Halal used by Muslims worldwide mirrors the Kosher methods in Judaism whereby Islamic blessings instead, are imparted on the animals right before they are slaughtered. It currently accounts for 16% of the entire global food industry and projected to go up to 20% in the near future according to SGS Solutions Experts. According to SGS, this industry now accounts for CAD $1.87 Trillion in business worldwide on an annual basis with people following the Muslim faith soon expected to represent the largest share of global consumer spending and widespread acceptance of the halal slaughter methods in major grocery chains. In 1971, Ayub Qureshi may have had the foresight of this industry when he brought out one of the first halal meat butcher shops in Toronto on Lawrence Ave called Al-Qureshi Meats. He has since retired, but with growing up around his father’s business and exposure to the retail meat environment at such a young age, son Asim Qureshi has recognized some of the trends of today’s general public and wanted to carry out the family legacy. With this, he and his partner introduced a new line of products that would help families to indulge in the traditional Indian and Pakistani flavoured meats, and at the same time, saving them the long and sometimes arduous process in preparing them. Today’s growing trends moving towards more ethnic dishes due to the high immigrant communities in Toronto, even the demographic that don’t associate themselves with being South Asian are getting on board in the consumption of such spices and delicacies. Time is slowly becoming quite the valuable commodity and so are finances. With people trying to eat more at home and finding ways to avoid eating out at restaurants on a regular basis, Tandoori Oven was the flagship product under One World Foods Asim and his team conjured up to fulfill that particular need. The food has to be fast, Consumers lack the time and the knowledge to develop the flavours at home. You have to balance the authenticity of the traditional flavours, but tone the spice down. It needs to be authentic, but not overpowering. (Asim Qureshi – Toronto Star Oct 12/2012) With an already competitive market, food suppliers that are new to the industry need to find cost effective ways to manage their business and social media has been an effective method. There are many stages of the supply… Read more »

One of the biggest concerns in today’s society is the exposure of electronic devices towards small children such as tablets and video games. The American Academy of Pediatrics and the Canadian Society of Pediatrics state infants aged 0-2 years should not have any exposure to technology and 3-5 years be restricted to one hour per day. The attempts to preserve the traditions and enjoyments of yesteryear have become a monumental task for some as the growing demand for ‘screen time’ from children are becoming more and more difficult to overcome. Aneesa Bozai, a former Montessori teacher, educator and ardent supporter of homeschooling recognized the trends parents are instilling in their households by bringing in more electronic devices to mollify children’s tantrum-like nature. With her experience in the Montessori world, she was responsible for the purchase and procurement of learning tools, visual aids and play mechanisms for the schools she had worked for. Because of her passion for homeschooling and traditional educational methods, that gave her an idea to bring in products that would not only enhance a child’s learning experiences at such a young age, but also help them connect with some of the traditions of old in toymaking and toy interactivity. In 2011, she launched Eastern Toybox offering “Western Treasures, with an Eastern Twist” as per her Facebook page. Hearing the growing needs of environmentally conscious consumers, Eastern Toybox brought about toys and learning tools from her own design and has also established a platform for artisans and organizations to showcase their own products that fall in line with the same theme. Aneesa hopes to inspire parents to share with their children the origin of their material possessions, and to help raise a generation of thoughtful children. With the mere fact that this organization is product heavy, the use of social media in her product development and produce acceptance strategy was a critical part in ensuring the items she is involved in are at high quality and carry the theme she wishes to showcase.

How does a graduate in Software Engineering with an established career in his field, all of a sudden tell his parents that he no longer wants to continue doing that, and instead wants to get into the sporting events business? Burhan Ehsan who is founder and president of theFanchize had to experience just that. Being born to South Asian parents, that was probably his toughest hurdle in life. But with a venture that has reaped the rewards by getting into the Toronto Raptors-ticket selling game early, being called on by many media outlets due to the craze amongst Toronto sports fanatics, and now boasting over 4,000 clients – which most of them are recurring – breaking the news to his parents went fairly smoothly. Back in 2004, Burhan already a rabid Toronto Raptors fan, decided with a friend to purchase season tickets in the upper bowl of the Air Canada Centre (ACC). Something the Toronto Raptors organization wholeheartedly welcomed as the NBA team just wasn’t performing well on the hardcourt, nor in ticket sales at the time. Burhan utilized his time wisely while at these games and during ho-hum affairs, or breaks in between games, he would coolly network and schmooze with anyone affiliated with Maple Leafs Sports & Entertainment – owners of the Raptors – such as Ushers, Security and also ticket sales representatives that worked directly under management. The sales reps took a liking to Burhan and made him a deal to try and attract more visitors and put bodies into the empty seats at games. He took up the challenge. With no social media outlets at the time, he did use what he was good at: Word of mouth. Talking to his family members and friends, Burhan showcased the Raptor ticket as valuable as a Toronto Maple Leafs ticket. When he needed to get more exposure, he resorted to an obscure mass texting application as the growing use of cellphones was apparent at that time. The phone calls then started to come in. Perks were given directly to Burhan from the Raptors such as playing time on an NBA floor at the ACC, meet & greet with players and also receive gifts such as jerseys and t-shirts using this as leverage to bring in more customers. With the client base growing and time becoming more and more scarce, people had to be hired to man the phones, the former website Raptorfan.com had to be designed… Read more »

Aecon has been voted one of the Top Employers in Canada for 8 consecutive years. This is an enormously significant accomplishment because the winners are determined by employees. It is a delicate balance to have the company and its employees continuously support each other to ensure success for both parties. Like any good relationship, this balance relies on communication.

Marketing The Mandate, Jesus Style!

Jaye Torley   November 10, 2014

ORGANIZATION NAME: Forward Church (Cambridge, Ontario, Canada) INDUSTRY: Not for Profit (NFP) & Charity NAME OF CONTACT: Jenn Pent, Director of Communications   The CHURCH received its mission/mandate from its Founder some two thousand years ago. Jesus said, “Go into all the world and preach the gospel to all creation.” (Mark 16:15). The mandate can be reduced down into one word, “GO”. This new… Read more »

IDEAL Brake Parts – Breaking The Automotive Industry Status Quo

jeffdbaldwin   October 20, 2014

Title: IDEAL Brake Parts – Breaking The Automotive Industry Status Quo Organization Name: IDEAL Brake Parts Industry: Automotive Parts    Name of Contact: Jason Janssen (General Manager) Who Are They? IDEAL Brake Parts Inc. is a relatively new automotive parts company located in Guelph, Ontario. It was founded only a few years ago as there became a growing demand for auto parts made entirely… Read more »

Burke Cleland: Exercising social media muscles

joanne.kiskis   July 11, 2014

Organization Name: Burke Cleland Personal Training Studio Industry: health, nutrition, fitness, personal training, kickboxing, boot camp Name of Contact: Burke Cleland, Personal trainer burke@burkecleland.com I am all for physical fitness… well… in theory. I try my best to eat well, and get in some exercise where I can, but like most wives, moms, marketers, I am riddled with to-dos and… Read more »