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Toronto Food Policy Council Conference April 30 2009
Building the Building the Infrastructure for Local Infrastructure for Local Food in Ontario:Food in Ontario:Creating public/private Creating public/private partnershipspartnerships
Donald J. P. ZiraldoChairman, Vineland Research and Innovation Center
To examine the what, when, why and how of building the infrastructure needed to revitalize and sustain Ontario’s rural and urban food economies.
ObjectivesObjectives
Appellation d’Origine Controllee (AOC).
Origins of AOC date back to the 15th century, in Roquefort, France.
……….(yes, the cheese).
First law for the protection of the place of origin: May 1919.
The Origin Of ‘Terroir’The Origin Of ‘Terroir’
TERROIRTERROIRThe concept of “terroir” has always been the
domain of the vintner.
VQA
France; AOC- 1935 first introduced through legislation. Châteauneuf-du-Pape -was first wine appellation.
Italy; DOC – 1963 Denominazione di origine controllata.
Germany; QMP-1971 Qualitätsweine mit Prädikat.
Canada: VQA – 1989 Vintners Quality Alliance, legislated in 1999.
Appellation Of Origin Appellation Of Origin
Listening CarefullyListening Carefullyto what the soil is saying in each
vineyard/land parcel
Organic / BiodynamicSlow FoodCulinary tourism / agri-tourismoRespect for the landMimic nature Sustainability of farmersEnviro-stewardship:(Greenbelt)Reduce fuel milesFamily farm Provenance of food
““Terroir” / LocalTerroir” / Local
The Provenance of The Provenance of FoodFood
“People these days want fresh local produce, the provenance of food is becoming an ever more important aspect of the food we eat.”
Chef Jamie Kennedy
Prudhomme’s Landing
Vineland Research and Innovation Centre - a public / private partnership
Suppliers:
Certified Standards
Internet Portal Transactional Management
Traceability
Loyalty Program
Farm Tax and Carbon Credits
BUYERS
Grocers, Restaurants,
Farm Markets, etc
Niagara Local Food PilotNiagara Local Food Pilot
Research & Innovation
Dairy Farmers,
Flowers Canada,
Vegetables, Beef, etc
Niagara Region Ag Task Force
• 5 Regions and soon to cover Ontario• Foodland Ontario( Min of
Agriculture)• Savoir Ontario (Min of Tourism)
Ontario Culinary Tourism Alliance
Local Food Labelling
Truth in labeling; Made in Canada?
Appellation systems…..”terroir”/local- Vintners Quality Alliance ( VQA )– Artisan Bakers Quality Alliance– Local Food Plus ( LFP)– Dairy Quality Alliance (DQA for cheeses)
- Pick Fresh ?
Old Industrial model
• Kraft, Maple Leaf• Centralized• Highly processed• Pesticides/hormones
• Highly mechanized• Corporate• Marketing Boards• Innovation in
packaging/marketing• 2-3% growth
• 5th Town Cheese, Baretta• Decentralized• Taste, ‘terroir’• Organic/biodynamic
• Artisan• Farm markets/farm gate• Farm to table• Environmentally
sustainable
• 30-40% growth
New local food economiesvs
*Source; Betsy Donald ( Martin Prosperity Institute)
Why?
21st century Agriculture (What)
• Holistic perspective for food economy• Solutions to the problems of obesity• Food safety and security• Revitalize declining rural communities• Environmental sustainability• Replace dependency on fossil fuels with alternative energy
(solar /wind/biomass) • Harmonize Greenbelt and agriculture…there has been no serious
effort to support farm sustainability once the greenbelt was established;
immediately form a Greenbelt Agriculture Advisory Council
• Ministry of Food ?
Infrastructure (How)
• New systems of distribution• Internet distribution…”Cloud computing”• Marketing Boards ‘Renaissance’ ...... breed mediocrity
and stifle entrepreneurship…they did serve a purpose and need to reinvent themselves in the 21st century agriculture model
• Farmers should have option to opt out; eg Pork producers / Pinque Prosciutto
• Regional, wholesale local food ‘hubs’• EVENTS: Feast of Fields, Royal Winter Fair, Cuvee,
Brickworks, Daily/weekly farm fairs and markets
Suppliers
Certified Standards
Tracability
Loyalty Program
Farm Tax and Carbon Credits
Ontario Local Food PilotOntario Local Food Pilot
Research & Innovation
Dairy Farmers,
Flowers Canada,
Vegetables, Beef, etc
Internet Portal Transactional Management
BUYERS
Grocers, Restaurants,
Farm Markets, etc
Government Policy (How)• Revise current commodity marketing boards to allow
farmers to “opt out” on voluntary basis
• Governments and municipalities need to revise value-added and secondary use agricultural activities and amend required tax policies
• Ensure convenient , safe access to local food and reduce systemic barriers
• THE AGRI-FOOD SUMMIT“Ontario institutions will buy locally produced food” Premier Dalton McGinty says
The Canadian Press April 7, 2009
Education (How)• Urban Primary and secondary school food courses
……instead of taking away the chips and forcing the children to eat carrots, teach them the nutritional value, how they grow…how to grow them in their back yards.
• Rural Secondary school ag courses….eg NDHS
• We have rich institutional food training centers…. that not only use but encourage the use of local food as training grounds for new, aspiring young home grown chefs. George Brown, Niagara College, Humber
• School procurement programs in conjunction with above
• “ Stages”…..students could become valuable labour pool while learning about agriculture
• Agri-tourismo….farm vacations ( supports farmers, families and communities )
Sources• Metcalf Foundation
• From Kraft to Craft;– Betsy Donald ( Martin Prosperity Institite /Rotman Bus School)
• Bringing Local Food Home;– Maureen Carter-Whitney ( Greenbelt Foundation)
• Vineland Research Innovation Center - Local Food Initiative
• Niagara Region Ag Task Force report
Local Food Challenge 8.1 Million Golden Horseshoe residents
X
$10 of weekly budget on local foods and/or goods each week
= $ 121.5 million* influx into the local economy each week
* Source; Dr. Lewis Soroka
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