Fruits of Manitoulin Branding project now available to producers
 

 by Neil Zacharjewicz

MANITOULIN - Marketing a product can be difficult for a small or new business, but now Manitoulin producers have another option to improve their product's visibility.

The Manitoulin Branding project is ready to go to market. The steering committee overseeing the project, which is designed to help Island producers identify their unique Manitoulin products, recently selected a logo created by local graphic artist Richard Maloney. Now, the committee is looking for any Island producers interested in utilizing the logo in the marketing of their products to sign on with the Manitoulin Brand Association.

Max Burt, chair of the steering committee and owner and operator of the Burt Farm, indicated that when he first mentioned the idea of branding to different people, it seemed to produce some positive responses. This led him to approach Mary Nelder, current general manager of the LaCloche - Manitoulin Business Assistance Corporation (LAMBAC), who at the time was involved in the development of a strategic plan for LaCloche - Manitoulin. From the discussion, the idea of forming a small committee to explore the idea was born.

One of the main problems that a small business faces, Mr. Burt explained, is that marketing costs a lot of money, and many businesses spend as much as 15 percent of their gross on marketing alone.

"Small starting businesses can't spend that kind of money, even though that is what they need so people get to know their product," Mr. Burt said.

However, by working together with the Manitoulin Brand Association, they can market to a wider area then they might have been able to do on their own, he said.

Mr. Burt pointed out that a billboard can cost upward of $5,000 to $10,000, yet a starting business in its first year might only make $10,000 to $15,000. By working collectively, business owners may be able to help their individual business, while at the same time helping the group as a whole.

"Manitoulin has always had an image of being pristine and clean, and that can work to our advantage," Mr. Burt said. The Manitoulin Brand logo will appear on packaging and labels, which he indicated are already being ordered. By ordering a large quantity, members of the association will be able to purchase these labels for a cheaper price than if they had tried to develop a label on their own.

In order for a product to bear the Manitoulin Brand, a producer must first apply for membership in the association. These applications will be mailed out to all local producers in the coming weeks. In order for a business to be eligible to participate in the association, it must meet five criteria: the business must be located on Manitoulin, the ownership of the business must live on Manitoulin, the product must be created on Manitoulin, over 50 percent of the labour which goes into the construction of the project must take place on Manitoulin, and the product must meet all safety standards and regulations. Once a member has been accepted, they will be required to pay an annual membership fee to retain their status as part of the association.

"These are pretty basic criteria," Mr. Burt suggested. He indicated while the committee did not want to be too exclusionary, at the same time, it wanted to ensure that the products measured up to a certain standard people would come to expect of products bearing the Manitoulin Brand. He noted that the criteria does not limit what sort of product is being produced.

While the Manitoulin Brand Steering Committee was formed last spring, Ms. Nelder indicated, the idea had been percolating since the strategic planning process for LaCloche - Manitoulin was undertaken.

"It was (Mr. Burt's) suggestion right from the very beginning," she said. The suggestion carried right through the strategic plan process, becoming one of the major recommendations which came out of it, she noted.

"He has been the driver through this whole thing," she stated.

The Manitoulin Brand is all about cooperative marketing, Ms. Nelder said, and for that reason, it is a good initiative. She said the logo will make it easier to market Manitoulin products, and easier to identify those things which are uniquely and legitimately Island products.

"A lot of people are producing quality products locally, but they don't have the time or resources to market further afield," she said.

Now that the brand has been finalized and the tags and labels have been ordered, she said, producers are invited to join the association.

"We are going to start some aggressive marketing," Ms. Nelder stated.

It was noted that the project has thus far received substantial financial support from FedNor and Industry Canada, but Mr. Burt noted that in the future, the goal is for the organization to become self-sustaining.

Trailblazers step back from biosphere initiative

by Neil Zacharjewicz

MANITOULIN - The Manitoulin Trail Blazers will no longer spearhead the initiative to have Manitoulin named as a World Biosphere.

This announcement was made by David Edwards, chair of the Manitoulin Trail Blazers, last Friday. The Trail Blazers, who after researching the concept, proposed the idea to several Manitoulin stakeholders at a meeting held on November 1, 2003, as a way of honouring "Manitoulin, its land and its people." The concept was to open Manitoulin up to opportunities for conservation, sustainable growth and education. The World Biosphere program is operated by the United Nations Education, Sciences and Cultural Organizations (UNESCO).

"The intent from the start was to form a steering committee with Island-wide representation, to prepare for the UNESCO nomination. This process takes a minimum of five years with a great deal of community consultation. Our organization offered only to assist in this process and be a resource group for the committee," Mr. Edwards stated. "The Manitoulin Trail Blazers have decided that while we will continue to be a resource group on request, at this time we will no longer spearhead this initiative. As always intended, the process belongs to the people of Manitoulin. It should be noted that our group does have over 200 Island members as well as 20 memberships from Island organizations. Many of these members are Haweaters or long-time residents, and strongly support this initiative."

The direction of the initiative is being left up to the Biosphere Steering Committee, which is made up of 39 people from a variety of different backgrounds, including business, development, healthcare, education, the First Nations, science and more, who are interested in exploring the concept.

Mr. Edwards suggested the mix is "a good blend of long-time residents and newcomers."

"On behalf of the Manitoulin Trail Blazers, we would like to thank everyone, members and non-members, who have donated their time and energy in the preliminary work and dialogue of this initiative, and who have been part of the public consultation process to date. If the biosphere program is an opportunity you want to explore, we will be supportive, but it is now up to the people of Manitoulin to bring it forward."

However, already at least two Island organizations have come out against the proposal. At the recent annual general meeting of the Manitoulin Cattlemen's Association, Gerry Armstrong, of Gore Bay, put forward a motion stating that the association was opposed to the initiative.

Mr. Armstong indicated that he has attended past public meetings for the World Biosphere initiative, and expressed concern that the group indicated they were looking for like-minded people to move the proposal forward. He said he was very concerned with these comments, because he felt they illustrated that the group is not trying to build consensus.

"I feel this whole process is undemocratic," he stated. "I think it is only fair that they find out that there are organizations that are not like-minded."

Mr. Armstrong noted that, within the biosphere proposal, there are what are known as core areas, such as Misery Bay and the Queen Elizabeth, the Queen Mum M'nidoo M'nissing Provincial Park, and there are buffer areas which ring these core areas. He indicated that some of the same rules which apply in the core areas also apply in the buffer zones, and some of the property located in the buffer zones would be privately owned.

He pointed out that, in other areas which have become World Biospheres, timber cutting by-laws have been put in place, and ski-doo trails have been stopped.

One item of particular concern for Mr. Armstrong came from the Nomination Form, put forward by the Trail Blazers for discussion. He indicated that in the form, there were 'black type' statements, which were not up for discussion, and 'red type' statements, which were considered to be open for discussion by the nominating committee. One such 'black type' statement which concerned him read: "Private and voluntary stewardship arrangements for conservation have been developed for several areas on Manitoulin, for example the 17,000 hectare Spring Bay Important Bird Area (Federation of Ontario Naturalists)."

No one at the meeting expressed any knowledge of the Spring Bay Important Bird Area.

It was indicated that the motion would be forward to the Township of Burpee-Mills, who is gathering motions and spearheading opposition to the World Biosphere initiative.

"Our municipality has many concerns over the proposed Manitoulin Nature Biosphere Reserve. We feel this process needs to be terminated because of the potential impact to private lands and future economic development," stated Ken Noland, reeve of Burpee-Mills Township, in a letter to municipal councils on Manitoulin.

"At the meeting they held in Mindemoya, the comment was made by a member of the Trail Blazers saying the group would have no real power with the designation. But another  person said no, this is not right, that this designation gives them the lobbying power if they are not in favour of some type of rezoning of property. This group on the Island could then  go to the Manitoulin Planning Board, and object to any kind of development. It gives this group or committee the right to object, as a group, against any development. It gives them bigger lobby power, and they can say it now doesn't conform with the nature biosphere reserve designation," said Mr. Noland. "We already have land use bylaws and regulations in place, with building inspectors and the Manitoulin Planning Board. Regulations already in place. We don't need further regulations."

Council for the Town of Northeastern Manitoulin and the Islands (NEMI) received a strong urging from Brandy Birch, who attended the Mindemoya meeting on behalf of the NEMI Community Development Corporation, to actively oppose the initiative.

Ms. Birch indicated she has concerns about the economic impact of the initiative, adding that the preliminary indications are there will be some negative impact if this process goes ahead.

Another concern is the reference to Manitoulin as part of the Niagara Escarpment, Ms. Birch said. She indicated that responsibility for the Niagara Escarpment falls under the Niagara Escarpment Planning and Development Act, which overrides the Municipal Act.

Assiginack Fair receives reprieve again

 by Michael Erskine

ASSIGINACK---Most of the seats in the back rows of the Assiginack council chambers were filled before the meeting started, but the front row remained empty to the end, as a lot of willing hands showed up for last Thursday's Assiginack Agriculture Committee meeting, but few wanted to step forward into a leadership and planning role.

It was only after a number of desperate calls to people who were unable to brave the deep freeze gripping the Island to attend the meeting that all of the executive seats were filled... sort of.

Wilfrid Holmes agreed to take over the position of president from Kyla Jansen, while Susan Holmes stepped into the position of vice-president, but it was the role of secretary/treasurer that proved hardest to fill.

Janet Prairie agreed to take on the position in an 'acting' capacity until a permanent candidate could be found.

"I don't know much about it, but I will do what I can," said Ms. Prairie, after being assured that other committee members would give her all the support and information she needs.

"We had the same dilemma last year," said outgoing secretary/treasurer Marylyn Harasym. "We will probably have the same dilemma next year."

Despite the nail-biting last minute arm-twisting and/or pleading to fill the executive  positions, all of the positions were eventually filled.

Other people who agreed to stand as directors included: Norma Moggy, Janet Prairie, Jacklyn Bryant, Marylyn Harasym, Betty Lou Quackenbush, Shirley Parkinson, Betty Gammie, Donna Corbett, Mary Leeson, Vivian Villeneuve and Kyla Jansen.

With a full slate of executive members and directors, the Agricultural committee moved on to authorizing the payment of the last prizes outstanding from last year's fair. Some of the executive will have to wait until this year's funding arrives before they receive last year's honorarium.

Plans for fund-raising events can now go forward, with Jacklyn Bryant organizing the popular euchre nights.

"We raised $800 last year," she said.

The hunter's supper is also a very successful source of revenue for the Agricultural committee, as is the Fall Fair itself.

"They always seem to have lots of help for the Fall Fair," said Assiginack Reeve Leslie Fields, who expressed relief to learn the Fair had been saved from oblivion yet again. "It is just getting people to take the leadership and planning roles. There are a lot of willing volunteers who will agree to take on a job when they are asked, and thank goodness for them. We can certainly always use more."

FedNor announces $35,100 for Yacht Race

by Michael Erskine

NORTHEASTERN MANITOULIN AND THE ISLANDS (NEMI)---Plans by the Little Current Yacht Club to hold a race between Manitoulin Island and Mackinac in 2004 got a big boost from FedNor last week, with the announcement by Algoma Manitoulin MP Brent St. Denis (on behalf of the Honorable Joe Comuzzi, Minister of State (FedNor)), of $35,100 in funding for the event.

"The Federal Government continues to be an important partner in our efforts to enhance the Northern Ontario economy and the development and promotion of tourism through yachting," said Mr. St. Denis. "Many activities coinciding with the race will be planned in both Little Current and Gore Bay, allowing local business a terrific opportunity to take advantage of the event."

The FedNor funding will allow the Little Current Yacht Club to host the inaugural yacht race from Mackinac to Manitoulin in 2004. The funding will allow the club to undertake significant marketing and promotional efforts to ensure a successful inaugural race, setting a solid foundation for future races.

"It is very encouraging for a young club like ours having taken on a large project like this," said Rear Commodore Bruce O'Hare. "This will allow us to market in areas we could not have otherwise."

The marketing program now has a significant war chest to work from, and the club's marketing strategy is ambitious to say the least.

"This will truly help put Manitoulin on the map," said Mr. O'Hare. "We have a full multi-media approach lined up, including television, radio, magazines, brochures and a website, www.lcyc.ca."

Mr. O'Hare was effusive in his gratitude to FedNor's Stig Puschel and Peggy Young, of the NEMI Community Development Corporation.

"Stig and the staff at FedNor were extremely helpful in getting all of this together," he said. "Peggy Young, of the CDC, was instrumental in expediting the paperwork."

The Port Huron to Mackinac yacht race takes place in July each year, and it is to the 300 participants in that event the organizers are looking as a prime market for the Mackinac-Manitoulin event.

The Little Current Yacht Club was formed with a nine-member volunteer board last year, and while the Yacht Club was originally formed as the ideal entity to host the race, since its inception it has taken on a much wider scope. In addition to its key mandate of developing and fostering the sport of yachting in the area, and making Manitoulin a 'boater friendly' community, club projects include a very successful summer lecture series aimed at the boating community's interests and a youth sailing program that has garnered strong support from the Little Current Lions Club.

But the race is definitely the big event on the club's horizon, and with the FedNor funding boost it is well on its way to becoming the third jewel in the Triple Crown of Lake Huron yacht racing.