Peter Katona will discuss the growth of the local food movement in Ontario and Foodlink’s experience in connecting concerned consumers directly with farms and value added products in Waterloo Region.  Foodlink has evolved into a unique non-profit organization that is both a marketing arm for local producers and also a community education resource regarding the benefits of local food in building a healthier food system.  Some of this experience (mapping and the use of the Buy Local! Buy Fresh! brand) has already been shared with other counties across South-Western Ontario.

Foodlink’s programs and services have helped drive regional demand not only for local farm products, but the information and “stories” behind the products.   Innovative marketing tools have allowed Foodlink to connect local farms and businesses (including processors, farmers markets, urban retail and restaurants) directly with a more informed customer base, helping position products in line with a variety of emerging consumer trends.  Specific values attributed to “local farm products” include perceived environmental and health benefits, an increasing concern about source information (traceability),  support for rural community/farmers  and, of course, the old stand bys of value, freshness and taste.

Foodlink has built a solid roster of farm (especially old order Mennonite farmers) and business partners that span the entire food chain and has been able to connect these food chain links together with local products.  This has been accomplished by local branding (Buy Local! Buy Fresh! TM ), custom marketing services, sales brokerage, business networking and maintaining a wholesale product roster/directory.  Foodlink also engages local decision makers on policy which affect the production and sale of local farm products.
 
Consumer tools include an annual Buy Local! Buy Fresh! map, an innovative electronic farm/product directory, extensive media work, local harvest newsletter, an annual culinary showcase—Taste Local! Taste Fresh! among others.

Katona will also cover some of the challenges in building long-term sustainability for an organization/movement and also some of the future challenges including the fragmentation of the “local food movement”, the potential for too many “local brands” and claims and the necessity of the local food movement to forward the interests of farmers and rural communities—not just urban “foodies”.

You must be registered on this website in order to view live webinars. If you haven't already, register now. Registration is quick and free!