Immigration and Chinese food preferences in the Greater Toronto Area

This paper presents important socio‐economic characteristics of C hinese C anadians in the G reater T oronto A rea ( GTA ) and the impact of these characteristics and acculturation on their expenditure on and consumption of ethnic vegetables. These consumers purchase ethnic vegetables based on attributes such as quality, traceable production, versatility and language. The factors that predict expenditure on ethnic vegetables among C hinese C anadians are as follows: the percentage spent on food out of total monthly income, years spent in C anada and acculturation. The estimated demand per month for C hinese ethnic vegetables in the GTA is $ CAD 21 million. Meeting this demand with ever more locally produced vegetables will reduce ‘food miles’, enhance niche market production and facilitate greater agricultural sustainability in O ntario.