The Government of Ontario has awarded Ontario Greenhouse Vegetable Growers (OGVG) the 2025 Excellence in Agriculture Award for Promotional Excellence at the Royal Agricultural Winter Fair. This recognition celebrates individuals, businesses, and organizations that demonstrate innovative and impactful promotional efforts encouraging consumers to choose Ontario-grown and -made agri-food products.
The association launched its Greenhouse Goodness digital campaign to connect with consumers with a content-driven strategy that emphasized the nutritional value and sustainability of greenhouse-grown vegetables. Using insights from the Market Development Index, it identified underserved markets and strategically deployed the campaign across 11 priority commodity categories.
© Ontario Greenhouse Vegetable Growers
This initiative featured a redesigned, immersive website showcasing member products, complemented by dynamic social content and broad-reach advertising. The integrated approach was designed to educate, inspire, and motivate consumers to choose fresh greenhouse produce. Seasonal landing pages, supported by this strategy, achieved a 450 percent increase in performance compared to the previous year's benchmarks, highlighting the effectiveness of content-driven storytelling within the Greenhouse Goodness initiative.
"Our growers are committed to delivering consistently fresh, high-quality greenhouse produce to markets across North America that are often within 24 hours of harvest," said Richard Lee, executive director of OGVG. "We are honored that the Ministry of Agriculture, Food and Agribusiness has recognized our Greenhouse Goodness campaign with the Excellence in Agriculture Award. This recognition affirms the innovation standards behind our greenhouse operations, while promoting the role of greenhouse-grown produce in fostering healthier, more sustainable eating habits."
The Greenhouse Goodness campaign delivered strong engagement metrics, demonstrating its effectiveness in reaching and resonating with consumers:
- 279,841 unique visitors to seasonal landing pages
- 323,885 total page sessions
- 977,537 tracked events, averaging three interactions per session
These results reflect the campaign's success in driving consumer interest and interaction through targeted, content driven storytelling.
For more information:
Richard Lee
Executive Director
Ontario Greenhouse Vegetable Growers
[email protected]
www.ogvg.com
