Christina Mann: Taste real June 9
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Taste Real is a publicly supported local food initiative in Guelph Wellington that began in 2005 as a farmer map created by the Guelph Community Health Centre. It has expanded to include partnerships with farms, markets, restaurants, and other food organizations. The initiative connects consumers to local food through various programs like a printed food map, online directory, rural tours of farms, a local food festival, and business networking events. It became publicly funded in 2009 through an OMIF grant and municipal support. The success of Taste Real can be attributed to leveraging partnerships across the region and growing new programs while celebrating accomplishments.
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Christina Mann: Taste real June 9
- 1. Taste Real Guelph Wellington Local Food Publicly Supported Buy Local Program
- 2. PARTNERS • Farms • Farmers’ Markets • Restaurants • Retailers • Processors • Caterers • Distributors • Food and agricultural organizations and events • local municipalities
- 3. LOCAL FOOD MAP • 40,000 copies printed annually • Available online • Online food finder connected through Ontariofresh.ca
- 4. ONLINE • Website • E-newsletter • FB • Twitter • You Tube
- 5. RURAL ROMP • Spring and Fall • 13-15 locations • Authentic rural experience • Learn about local food production first hand • Meet farmers and food producers • Build customer relationships
- 6. LOCAL FOOD FEST • Celebration of local food • Local food and drink • Farmers’ market • And exhibitors • Activities entertainment • Food skills workshops
- 7. FARMALCIOUS • Season long dining event • Promotes collaboration and partnerships chef and farmers • Highlights local restaurant champions
- 8. B2B Networking • Platform for B2B connections • Wholesale vendors • Resource
- 9. Source It Here • Networking • Tradeshow • Speakers • Collaboration with Foodlink Waterloo Region
- 10. • Initiative of the Guelph Community Health Centre • First farmer map in 2005 • Health focus HOW DID IT BECOME A PUBLICLY FUNDED INITIATIVE
- 11. • 45 stakeholders across the region (County, City, Tourism stakeholders, farmers, food businesses, OMAFRA) • Food Tourism and branding strategy • 2009 – 2011 OMIF grant
- 12. • Key: municipal stakeholders, partners across the region • County of Wellington, Guelph CHC, Elora Fergus Tourism, OMAFRA, Town of Minto, Township of Mapleton, Township of Wellington North, Visit Guelph, WWCFDC, UoGuelph
- 14. What was successful? • Funding for coordinator position • Office space • Additional Ec Dev initiatives and opportunities
- 15. What was successful? • Leveraging partnerships and resources within the organization • Growing and supporting new initiatives
- 16. Challenges • Transitioning • Reporting structure • Perception
- 17. Key learnings • Find your champions • Build relationships with municipal staff and decision makers
Editor's Notes
- I have been invited today to speak about the Taste Real initiative as an example of a publicly supported Buy Local Program. I will try to give you an overview of the initiative, and how it became a publicly supported program. Also, I will try to outline any opportunities and challenges we have encountered along the way.
- Taste Real is an initiative of the Economic Development Office at the County of Wellington. We work with over 100 partners along the local food value chain to promote local food and local food experiences in Wellington County and Guelph.
- Just like other buy local groups across Ontario, we produce an annual local food map, which contains farms but also many of our other local food partners. (I have brought a few with me as hand outs.)
- The map is also available online along with information about our partners, stories, and an active events calendar which highlights food, farm and networking opportunities in our region We heavily rely on our online presence – for budget reasons but also it’s just a great way to reach out to our audience as well as many businesses we work with.
- Another way to engage the public is through our annual events: Each year, in the spring and the fall we invite people to come out to participate in the Rural Romp, a self-guided food and farm tour It’s an opportunity for people to get out to the farm, learn where your food comes from and meeting the people who grow your food.
- Another event is the Local Food Fest which in held every June This event is all about celebrating local food and building community There are food vendors, craft breweries, a farmers’ market, exhibitors, wagon rides, a children’s area and more. We also offer workshops around food skill building, such as butchery, cheese making, foraging, backyard chickens.
- Another initiative is the Farmalicious Dining Series. A rotating dining event featuring a different restaurant each week. The restaurant works with it’s existing farm partners, or new farmers to create a local food dish or menu.
- Taste Real is also a platform to help facilitate B2B connections. While many of the events mentioned earlier promote the opportunity for networking, TR tries to assist with creating connections year-round. We have identified businesses who sell wholesale volumes on our website and Local Food Map. I am also available as a resource for businesses looking for specific ingredients, or helping to find suppliers for new businesses opens.
- In February we host the Source It Here Local Food Networking event. This half day conference, networking and trade show event encourages partners along the food value chain to come together, exchange, and learn from peers and industry leaders. This is a short overview of the initiatives and events Taste Real coordinates in Guelph Wellington.
- How did it become a publicly funded program? It has not always been a part of the County, in fact, it did NOT start as an Economic Development or Tourism Initiative It all started at the Guelph Community Health Centre as an initiative of the Garden Fresh Box Program trying to help more people access locally grown food First farm map2005 Health focus Initiative grew and grew, more partners were interested in being on the map and taking part in events.
- Initiative had grown to include many economic Development/Tourism aspects 2009 People from across the region came together to build on the successes of the initiative and received funding to develop a food tourism and branding strategy for the region. TR brand launched in 2010 and the strategy implemented in the following years
- In 2012 we came to a bit of a cross roads: The initiative had outgrown the mandate of the Community Health Centre. The OMIF Funding for the tourism work had ended and with it the coordinator position. The City of Guelph who’s wonderful tourism department took over some of the interim coordination of different aspects of the program could not support a rural tourism and ec dev program going forward. While the various events and initiatives were designed to (somewhat pay for themselves) we did not have staff or a home. This is where we had to heavily rely on the core group steering committee. The people around the table most of them DMOs or municipal Ec Dev staff really wanted to see this through and continue with the program.
- Timing worked in our favour: The County of Wellington had just completed a Economic Development Strategy, and local food was a good fit. The initiative was brought in house at the County as part of the newly established Ec Dev office
- What was successful? The County now provides funding and an office space for a part time staff person, office space while all initiatives are mandated to pay for themselves. Being part of ec dev initiatives and aware of opportunities
- Leveraging partnership and resources within the organization: I.e. planning department for local food map a phone call away, transportation and distribution channels Stability for the program. Able to make more long term planning decisions rather than having to focus all our efforts on fundraising and sustaining the initiative.
- e) What was a challenge? Transitioning an established program to fit the guidelines of an government organization is not always easy. i.e. communication: TR arrived at the County with Social Media, where the County had a no social media policy, accessibility guidelines Reporting to committee and council: While there may be less reporting to funding partners, there is more reporting to committee and council. We require their input and ok to move forward with initiatives. Perception: being part of the government – the initiative has lost some of it’s grass roots appeal
- Taste Real’s mandate is strongly focused around Ec. Dev and tourism and less involved in other projects, i.e. food security. Other challenges include keeping partners engaged through this transition and making sure the program applicable One key challenge we come across constantly is measuring the economic impact of our work – to show the value to our partners, funders, politicians and the public
- What advice would you give to other municipal actors going through a similar change Find your champions – both within your business stakeholders AND within local politicians Key to have stakeholders from across the region at the table. Highly encourage to involve staff people to assist and maintain the program.
- Key items: Celebrate successes! We need the buy in and support – so it is important to share feedback and successes with your partners and also your council/politicians. It’s important to keep the momentum going
- Thanks for the opportunity to speak today and share some information and the story of Taste Real Guelph Wellington Local Food. I’d be pleased to answer any questions you may have after the presentations. I’d like to invite you all out on June 21 to the Local Food Fest and if you haven’t already done so: please follow us on twitter @tastereal or facebook facebook.com/tastereal Thanks for letting me be a part of this event today.