Exploring the drivers of innovation diffusion for Ontario hazelnuts

Hazelnuts are a new crop being explored in Ontario by Ferrero Canada with the potential to reach significant acreage (10,000 hectares). Hazelnuts currently only occupy less than 300 acres in Ontario and this project will investigate how hazelnuts can transition from a niche product to achieve major adoption in Ontario’s farming community. Interviews will be conducted with farmers who have already planted hazelnuts and with those who have not planted hazelnuts to understand the factors influencing Ontario farmers’ adoption of this crop. The data collected will be analyzed and used to produce a report providing recommendations for Ferrero Canada to improve and guide their efforts in promoting this crop.

Faculty Supervisor:

Student:

Partner:

Ferrero Canada

Discipline:

Business

Sector:

Agriculture

University:

University of Guelph

Program:

Accelerate