In the heart of Ontario, the Townsend family has transformed their agricultural fortunes through innovation and resilience. The Ontario Popping Corn Company, founded on a modest sideline of popcorn cultivation, has flourished as the demand for traditional tobacco farming dwindled. With a renewed focus on locally produced popcorn, the family business is not just surviving but thriving in a rapidly changing market landscape.
From Tobacco to Popcorn: A Family Transition
The Townsend family’s journey began in 1985 when Robert Townsend, a second-generation tobacco farmer, recognised the declining viability of tobacco farming. He ventured into popcorn cultivation on their family farm in Norfolk County, Ontario. Initially, this shift was a mere experiment, but it soon became a lifeline. By 2008, with the tobacco industry facing a major downturn and the federal government offering substantial buyouts, the Townsends fully committed to popcorn farming.
Blair Townsend, Robert’s son, recalls the challenges faced during this transition, stating, “It was a real setback for the countryside.” However, their 20 years of experience in popcorn farming positioned them ideally to pivot. Today, Blair, his wife Livia, and their three adult children manage between 200 and 400 acres of popcorn annually. They operate from a state-of-the-art facility in Walsingham, Ontario, processing and distributing their product to various retailers and even shipping internationally.
Navigating Market Fluctuations
The success of family-run businesses like the Townsends largely hinges on their ability to adapt to market changes. Kerry Smith, a national leader for family office services at MNP, highlights the importance of flexibility in succession planning. External factors, such as fluctuating demand or international trade disputes, can significantly impact operations. “Succession planning is never static – it’s always fluid,” Smith explains. The Townsends’ foresight in diversifying their crop ensured they were not left vulnerable during tobacco’s decline.
Their experience with popcorn proved invaluable. Research conducted in the 1980s revealed a growing demand for locally produced popcorn amid a reliance on imports. This insight allowed the Townsends to seize market opportunities as consumer preferences shifted towards Canadian-grown products, particularly in light of recent trade tensions with the United States.
A Flourishing Future for Uncle Bob’s
The brand Uncle Bob’s Popcorn has benefitted immensely from the rising “buy Canadian” sentiment. Since February, the company has reported record sales, with online orders skyrocketing from 15 per week to 40 per day. This surge in interest reflects a broader trend among consumers favouring local products, a shift that the Townsends have long championed.
Despite competition from large multinational corporations dominating the popcorn market, the Townsends are carving out their niche. Recent contracts with notable companies such as Slush Puppy and retail chain Giant Tiger signify a promising future. Tanner Townsend, who manages sales and marketing, notes, “As kids, we saw the amount of hard work our parents have put in, and now, finally, we’re seeing people want the product we’ve been trying to sell for so long.”
Preparing for the Next Generation
As Blair and Livia approach retirement, the focus on succession planning has intensified. Tanner, now poised to take the reins as full-time general manager, has spent the past few years preparing for this role. With a business degree from McMaster University and experience in the corporate food industry, he is well-equipped to lead the family business into its next chapter.
Tanner’s commitment to the family farm is evident. He recently purchased land adjacent to his parents’ property, aiming to secure their agricultural legacy. He acknowledges the importance of efficiency in farming practices, especially as input costs rise. The family plans to enhance their private label operations and expand their online presence, all while maintaining their focus on promoting Canadian popcorn.
Why it Matters
The story of the Ontario Popping Corn Company exemplifies the resilience and adaptability of family-run businesses in the face of changing market dynamics. As consumer preferences shift towards locally sourced products, the Townsends stand at the forefront of a burgeoning movement that champions Canadian agriculture. Their journey not only highlights the importance of innovation in sustaining family legacies but also underscores the critical need for domestic supply chains in fostering economic resilience. As the Townsends continue to advocate for Canadian-grown popcorn, they embody the spirit of adaptability that is vital for future generations of farmers and business owners alike.
