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Betsy donald

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Betsy donald

  1. 1. Betsy Donald, Queen‟s University“The Creative Rural Economy: from theory to practice”, June 14, 2011 Kingston, Ontario
  2. 2.  What is creative food? What are the trends in creative food? Success stories Lessons for Ontario‟s rural communities
  3. 3.  Ten years ago, “creative food” described elements of a newer food system Creative food included specialty, local, organic, ethnic, and fair-trade foods that had supply networks distinct from mainstream ones Creative food offered innovative solutions to ecological, social and health concerns Today we know much more about the complexities of “creative food” chains
  4. 4.  We know more about the contradictions and ambiguities of systems like  Local and green (Born and Purcell, Marsden, Blay-Palmer )  Global and fair trade, organic and cosmopolitan systems (Imbruce, Guthman and Morgan)  Regional food networks (Kneafsey, Donald et al.) We know about the challenges within the food system  Labour practices (Slocum; Color of Food; Allen); gender (Coldwell); class and hunger (Allen, Berg, Bedore); natural systems (Whatmore, McClintock) We have more sophisticated theoretical tools and empirical cases
  5. 5.  Westill don‟t know how various “creative food” segments are fairing compared to the conventional industry We don‟t know how the financial crisis has affected different aspects of the food system We examined recent US data to find out
  6. 6.  The food industry is resilient There is evidence of leveling off in organic and specialty sales There is sustained interest in local and „whole‟ food and its role in health and community well-being This interest has spawned policy innovation in local food systems Those regions with an ethos and history of sustainable food are fairing better than those without
  7. 7. Source: St. Louis Federal Reserve
  8. 8. 12001000 Beverages 800 Bakery Confectionary 600 Sauces and Seasonings 400 Snacks Spreads 200 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  9. 9. 700000 350600000 300500000 250400000 200300000 150200000 100100000 50 0 0 2006 Q3 2007 Q3 2008 Q3 2009 Q3 2010 Q3 2006 2007 2008 2009 2010 Average Weekly Sales Number of Stores Source: Whole Foods Markets
  10. 10. Retail Sales of Specialty Foods Retail Sales of All Foods 2009 2007 2009 2007 2009 Share of Product Category Specialty $ % Change in $ % Change in Food Million $ Million Sales Million $ Million Sales Sales (%)Yogurt ad Kefir 599 830 38.6 3,680 4,113 11.8 20.2Refrigerated Juices and Functional Beverages 877 1,172 33.6 4,605 4,687 1.8 25.0Shelf-Stable Pastas 576 749 30.0 6,030 6,007 -0.4 12.5Beans Grains and Rice 345 448 29.9 1,988 2,513 26.4 17.8Sweetners 227 282 24.2 2,052 2,239 9.1 12.6Frozen Fruits and Vegetables 175 217 24.0 3,423 3,748 9.5 5.8Baking Mixes, Supplies and Flours 582 687 18.0 3,107 3,663 17.9 18.8Chips, Pretzels and Snacks 1,307 1,509 15.5 9,234 10,788 16.8 14.0Refidgerated Sauces, Sauces and Dips 477 549 15.1 848 965 13.8 56.9Milk, Half &Half Cream 764 822 7.6 15,222 13,972 -8.2 5.9Oils 718 706 -1.7 2,100 2,478 18.0 28.5Water 453 428 -5.5 5,348 4,899 -8.4 8.7Frozen Juices and Beverages 14 13 -7.1 454 421 -7.3 3.1 Source: State of the Specialty Food Industry 2010. Table does not include sales figures from Walmart and Trader Joes
  11. 11. 30000250002000015000100005000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Source: Organic Trade Association
  12. 12. 25201510 5 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Source: Organic Trade Association
  13. 13.  “The Whole Foods movement is the „Age of the Unthinkable‟ for processed foods”  Food Navigator, April 5, 2011 Places that have successful food producers and manufactures are those that already have an ethos of incorporating sustainable and fairness elements into products and processes
  14. 14.  New food entrepreneurs differ from back- to- the-landers of the 1960s The new entrepreneurs are often well educated children of baby boomers who add business acumen to the idealism of an older generation New food entrepreneurs are urban-oriented and engaged in solving pressing societal problems like energy use, food safety, hunger, community development Back40 veg, PEC
  15. 15.  Local community development through food is not a fad Those regions with a history and ethos of environmentally and socially friendly practices are fairing better than those without The new urban oriented food entrepreneur is an asset
  16. 16.  Thereare success stories all across the food chain, but we will focus on two types of regions, the ingredients towards their success, and lessons learned Case 1: The Revitalizing Region  Saving itself through food - Hardwick, Vermont Case 2: The Established Foodie Region  A rich food network of producers, food writers, restaurants, farmers markets – Portland, Maine
  17. 17.  Hardwick is a town in Vermont with a population of 3,200 “Facing a Main Street dotted with vacant stores, residents of this hardscrabble community are reaching into its past to secure its future, betting on farming to make Hardwick the town that was saved by food”. NYTimes http://vimeo.com/7729181
  18. 18.  75-100 new jobs Creating new food businesses with institutional partners Downtown revitalized through new restaurants and food stores New investment dollars flowing into community Successful national marketing campaign
  19. 19.  1. Working collectively as a community “Across the country a lot of people are doing it individually but it’s rare when you see the kind of collective they are pursuing,” said Mr. Fried, whose firm considers social and environmental issues when investing. “The bottom line is they are providing jobs andmaking it possible for others to have their own business.”
  20. 20.  2. Establishing the Center for an Agricultural Economy  An industrial park for agricultural businesses 3. Securing the Vermont Food Venture Center  Agricultural producers rent kitchen space and get business advice for adding value to raw ingredients
  21. 21.  Portland,Maine Population: 65,000 Consistently ranked as one of America‟s best small towns for food culture
  22. 22.  National awards and accolades High ratio of local restaurants to chain outlets High per capita number of local CSAs and farmer‟s markets High per capita number of food stores, shops, cookbook stores, kitchen stores High per capita number of brewpubs, microbreweries, wine bars, etc.
  23. 23.  Great product (native ingredients from across the food chain) Talented chefs with a cooperative yet competitive spirit Do-it-yourself attitude toward food and admiration of diverse culinary traditions Signature “regional” meal - breakfast Lead cultural firms that led to spin-offs Engaged residents with high expectations and supportive of regional food
  24. 24.  Ontario is currently witnessing an explosion of interest in local, sustainable and high- quality, accessible food, yet more needs to be done to put Ontario‟s rural communities on the map for their food culture
  25. 25.  Where does your community fit into the food equation? Do you have a strong agricultural base? Do you have good local infrastructure? Do you have a foodie culture? Who are your “food” champions? Do you collaborate with surrounding regions? Do you market your region? (dedicated food writers)
  26. 26.  Continue to develop infrastructure for local food products Conduct a foodie IQ test for your community Embrace the new urban-oriented food entrepreneur Develop better collaboration with all actors in the food chain for a place-based food vision Engage better marketing services for local producers of high quality food and drink
  27. 27.  Donald, B. et al., 2010. “Re-regionalizing the Food System” Special Issue, Cambridge Journal of Regions, Economy and Society Sims, R. 2010. “Putting Place on the Menu” Journal of Rural Studies, 26, 105-115. Blay-Palmer, A. 2011. “Regional Food-Hub Project for Ontario” Ghena, J. 2008. “The Downtown Coffee House Business” Downtown Economics, Issue 138, Centre for Community and Economic Development, University of Wisconsin- Extension, Madison, WI. Knutson, M. 2010. “Reinvesting restaurants (and rural communities), Centre for Rural Affairs, Lyons, NE Ngo, Minh K. 2011. “The Place of Food: …new urban oriented farmers in rural…Ontario”, MA Thesis, Carlton University Specific places to check out:  Organic Valley Cooperative and the impact it has had on the very rural village of LaFarge Wisconsin  New Mexico‟s Dreaming vision
  28. 28.  The Journal of Ag Food Systems and Community Development Another often cited community for its focus on food and economic development is Woodbury County Iowa www.woodburyorganics.com American Planning Association‟s resource page on food systems planning http://www.planning.org/nationalcenters/health/foo d.htm and their special issue on food planning with a number of community examples http://www.planning.org/planning/2009/aug/index. htm from Vancouver, Berkeley, Montreal Community studies featured in the book “Culinary Tourism” by Lucy Long. This is mainly an anthropological text and includes international communities
  29. 29.  Queen‟s University SSHRC grant on sustainable food and regional economic development, no. 864-07-0101 Heather Hall and Sean Field Dr. Yolande Chan and the staff at the Monieson Centre, Queen‟s School of Business Mr. Harold Flaming, Ontario Rural Council Farmers, food entrepreneurs, food educators and rural communities across North America for their time and devotion to making our food system better for all