Posted: April 20th, 2022

Camelina is a cooking oil that is extracted from a type of oilseed

MARKET RESEARCH
PROPOSAL FOR
THREE FARMERS
Kevin Smith – Export to Mexico
Background about Camelina Oil
• Camelina is a cooking oil that is extracted from a type of oilseed called
“camelia sativa” (Health Canada, 2019)
• Camelina oil is high in polyunsaturated fats, and low in saturated fats.
This helps control blood cholesterol and avoid heart disease
• Camelina oil is rich in vitamin E, omega-3 and omega-6 fatty acids
(Bitty, 2012)
• Its high vitamin E content provides stability and long shelf life of 12
months without refrigeration (Robertson, 2018)
Business Opportunities
• High butter prices encourage consumers to switch to edible oils in
Mexico (Euromonitor International, 2019)
• Trade Commissioner Service of Canada states that agriculture and
food offer the highest opportunity for Canadian companies when it
comes to exporting into Mexico (2019)
Research Objectives
• To identify the comparative features of the
products currently existing in the Mexican oil
market and areas of use and market shares of
such brands in order to outline the most
effective marketing strategy for camelina oil
• To determine average monthly disposable
income and average monthly spending on edible
oils of Mexicans in order to form the most
suitable pricing and promotion strategy in
Mexico
• To identify and analyse key supply-side and
demand-side trends in Mexico when it comes to
“healthy” cooking oil, and forecasts on market
trends and growth in order to provide clear
anticipations on the sales prospects for camelina
oil
Methodology
• Secondary sources:
• Statistics Canada, Industry Canada, Health Canada
• Governmental regulations on food and oil market
• EuroMonitor International’s reports
• Other reliable sources
• Primary sources:
• Online surveys an questionnaires with consumers and food businesses to find
out consumers’ and restaurant business owners’ preferences and
perceptions.
• In-person interviews with the representatives from the consulates and Trade
Commissioner Service of Canada to collect export advice and information.
Implementation Plan
Four main steps are decided upon to implement the research:
• Initiate Research to Analyze the Current Consumer’s Demand of Oil and Average
Income in the Country Based on Secondary Data: 1 week (15%)
• Design the Survey Question Addressing Health Perspective of Cooking Oil that
Consumers are concerning about: 2 days (10%)
• Data Collection: 5 days (40%)
• Data Analysis in Accordance to the Secondary Data Obtained in Step 1: 1.5 weeks
(25%)
Maximum time: 4 weeks
Estimated budget: 11,000 CAD
Data Analysis
Consumer Preference
Data Analysis
Pricing
Data Analysis
Purchase Frequency
Data Interpretation
• The Mexican society is cost-sensitive when it comes to edible oils.
• The Mexican consumers care about smoke point of oils for barbecue,
thus they might prefer camelina oil to olive oil.
• With CPTPP and CUSMA, this research will be valuable in providing
helpful suggestions for Canadian businesses to take advantage of
Mexico’s culinary camelina oil market.
Business Recommendation
• Three Farmers should launch its camelina oil with the best pricing
strategy, not too high comparing to other oils in the market.
• A campaign highlighting the health benefits and nutritional value of
camelina oil would be beneficial.
• Three Farmers should take advantage of trade pathways being built
by CPTPP and CUSMA.
Conclusion
• We plan to conduct market research and determine market potential
to export culinary camelina oil from Canada to Mexico.
• With CPTPP and CUSMA, this research will be valuable in providing
helpful suggestions for Canadian businesses to take advantage of
Mexico’s culinary camelina oil market.
References
Bitty, M. T. (2012). Dickinson Sold On New Cooking Oil. Financial Post. Retrieved from
https://business.financialpost.com/entrepreneur/dickinson-sold-on-new-cooking-oil
Euromonitor International (2019). Edible Oils in Mexico. Retrieved October 7, 2019, from
https://www.euromonitor.com/edible-oils-in-mexico/report
Health Canada (2019). Camelina Oil. Retrieved November 16, 2019, from
https://www.canada.ca/en/health-canada/services/food-nutrition/genetically-modified-foodsother-novel-foods/approved-products/camelina-oil-novel-food-information.html
The Canadian Trade Commissioner Service (2019). Trade Commissioner Service – Mexico.
Retrieved November 17, 2019, from https://www.tradecommissioner.gc.ca/mexicomexique/index.aspx?lang=eng
Three Farmers (2019) The Three Farmers Brand. Retrieved from http://threefarmers.ca/brand
Robertson, J. (2018). Camelina: a new oil boom (in the kitchen). The Globe and Mail. Retrieved
from https://www.theglobeandmail.com/life/food-and-wine/food-trends/camelina-a-new-oilboom-in-the-kitchen/article4182466/
References

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