BUILDING CONNECTIONS: FROM FARM TO RESTAURANT

Project Report
Institute for Sustainable Food Systems
May 2020

Prepared for:
Interior Health Authority

Community Food Action Initiative

 PROJECT REPORT

The Institute for Sustainable Food Systems (ISFS) is an applied research and extension unit at Kwantlen
Polytechnic University that investigates and supports sustainable agriculture and regional food systems as key
elements of sustainable communities.

We focus predominantly on British Columbia but also extend our programming to other regions. Our applied
research focuses on the potential of regional food systems in terms of agriculture and food, economics,
community health, policy, and environmental integrity. Our extension programming provides information and
support for farmers, communities, business, policy makers, and others. Community collaboration is central to our
approach.

www.kpu.ca/isfs

Building Connections: From farms to restaurants: Project Report 2020.

Authors:
Mariko Wijekoon, Kristi Tatebe, Wallapak Polasub, Carla Hick, Arnd Zschoocke and Kent Mullinix

Corresponding Author:
Wallapak Polasub, Senior Research Associate, Institute for Sustainable Food Systems

[email protected]

Suggested Citation:
Wijekoon, M., K. Tatebe, W. Polasub, C. Hick, A. Zschocke, K. Mullinix. 2020. Building Connections: From farms to
restaurants: Project Report 2020. Richmond, British Columbia: Institute for Sustainable Food Systems, Kwantlen
Polytechnic University.

Cover Image Citations:

DutchScenery, Various crops of fresh lettuce (iStock)
fotokostic, Watering tomato plant in greenhouse (iStock)
lll0228, Beet salad with tomatoes, plums, ricotta and almond in a white serving dish (ThinkStock)

Other Image Citations:

Rawpixel, Community cafe concept (iStock) Ingram Publishing, Vegetables for sale (Getty Images)
MarianVejcik, Chef in hotel kitchen (iStock) Summerland, BC (Wikimedia)
Carla Hick, Networking event FG Trade, Group of people working at the butchery
(iStock)
lll0228, Beet salad with tomatoes, plums, ricotta and
almond in a white serving dish (ThinkStock) Carla Hick, Networking event
Wallapak Polasub, Networking event

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Acknowledgments
The Institute for Sustainable Food Systems would like to sincerely thank the Interior Health Authority -
Community Food Action Initiative for their support of this project.

Additional thanks to the participants in the research study - the farmers, chefs/restaurant owners, consumer
survey participants, and those who provided feedback on the questionnaires and shared our survey among their
professional networks, including:

• City of Penticton Economic Development office

• BC Ministry of Agriculture

• Central Okanagan Economic Development Commission

• Regional District of North Okanagan, Penticton Chamber of Commerce

• Downtown Penticton Association

• Land 2 Table network

• University of British Columbia-Okanagan

• Okanagan College

• Blackbird Organics

• Similkameen-Okanagan Organic Producers Association

• LocalMotive Organic Delivery

• Tsawwassen First Nation (TFN) Farm School

Disclaimer
Opinions expressed in this document are those of the authors and not necessarily those of the Interior Health
Authority (IHA) - Community Food Action Initiative (CFAI). IH will not be liable for any claims, damages, or losses
of any kind whatsoever arising out of the use of, or reliance upon, this information.

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Table of Contents
Executive Summary ................................................................................................................................1
1. Introduction........................................................................................................................................2
1.2 Research questions . ................................................................................................................................ 3
2. Data Collection....................................................................................................................................3
2.1 Online survey of restaurant patrons ........................................................................................................ 3
2.2 In-depth interviews with chefs and farmers............................................................................................. 4
2.3 Networking event to connect chefs and farmers..................................................................................... 5
3. Results ............................................................................................................................................... 6
3.1 Results from the online survey of restaurant patrons............................................................................... 6
3.2 Results from In-depth interviews with farmers and chefs ...................................................................... 11
3.3 Results from the networking event with farmers and chefs..................................................................... 18
4. Discussion...........................................................................................................................................20
4.1 Next steps/opportunities to develop farm to restaurant marketing......................................................... 20
4.2 Limitations to the research........................................................................................................................ 21
4.3 Recommendations for future research..................................................................................................... 21
4.4 Shifting Contexts: The impacts of COVID-19............................................................................................. 22
5. Conclusion...........................................................................................................................................23
References..............................................................................................................................................24

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List of Figures and Graphs

Figure 1: Online survey responses by region .................................................................................................. 6
Graph 1: “I shop for local food to cook at home”............................................................................................ 7
Graph 2: “I have knowledge about what foods are available locally in a given month”................................. 7
Graph 3: “I can name at least three local producers/farmers in my region”................................................... 7
Graph 4: Importance of local ingredients in restaurant meals........................................................................ 8
Graph 5: Advertisement of local ingredients in restaurant meals................................................................... 8
Graph 6: Finding meals using local ingredients............................................................................................... 9
Graph 7: Purchase of meals with local ingredients......................................................................................... 9
Graph 8: Respondents willing to pay for local vegetables in their restaurant meals...................................... 10

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Executive Summary
The “Building Connections: From Farm to Restaurant” project aimed to understand the demand, advantages,
challenges and opportunities for farm to restaurant supply channels in the South Okanagan. The study was
divided into three parts: a consumer survey, chef-farmer in-depth interviews, and a networking event for chefs
and farmers to meet and build business relationships.

The online consumer survey assessed 655 BC residents’ opinions and attitudes towards restaurant meals
prepared with local ingredients. Survey results revealed that the majority of participants consider it important
that their restaurant meals contain local ingredients and are willing to pay a premium. Despite the consumer
interest, only a quarter of consumers stated that they found it easy or very easy to find restaurants that serve
local food. Hence, there is more opportunity for local food sourcing by chefs and advertising of locally sourced
ingredients on the menu.

The 41 in-depth interviews with farmers and chefs in the Okanagan region focused on the advantages,
challenges and opportunities of the farm to restaurant marketing channel. The most important theme cited by
chefs and farmers is building and maintaining relationships as they are the key to successful businesses. Other
themes discussed include payment/price, local products, volume, orders, timing/location, menu, delivery/
distribution, advertising, marketing channel, type/size of operation, work/labour, consumer perception and
local food awareness, and willingness to engage in the marketing channel.

A networking event was organized on March 10th 2020, in the city of Penticton, to present preliminary results
of the study, facilitate networking and connections between chefs and farmers and identify potential next
steps to advance farm to restaurant marketing channels in the region. Over 50 chefs and farmers participated
in this event. According to the event feedback survey, participants found the sessions very or extremely
valuable, with most citing the opportunity to meet chefs/farmers and make new connections, and to learn
more about the perspectives of the other participants.

Next steps/opportunities to develop a farm to restaurant marketing channel that came out of this study
include 1. Hold more networking events (like the mixer event held as part of this project) 2. Encourage existing
wholesalers/distributors, and grocery stores to carry more local products. 3. Encourage new wholesalers/
distributors to establish, with a focus on local food. 4. Form a farmers co-operative to achieve economies of
scale and provide a one-stop shop for chefs 5. Support and encourage the expansion of local meat processing
opportunities in the region (abattoirs, mobile abattoirs, on-farm slaughter).

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1. Introduction
This report presents findings from the Building Connections: From Farm to Restaurant project. The main goals
of the project are to advance our understanding of restaurants’ decision-making in buying local food, gain
insight into farm-to-restaurant distribution strategies, and to further the provincial and local efforts in creating
direct connections (networks) between farmers and restaurants in the South Okanagan.

The project consists of three main parts:

1. A consumer survey of restaurant patrons to learn about their perceptions and preference for
restaurant meals prepared with local ingredients.

2. In-depth interviews with restaurants and farmers to understand factors that influence chefs and
farmers’ decisions to engage in the direct distribution of local food from farms to restaurants

3. A networking event that brings together farmers and restaurants and that supports the provincial and
local efforts to create direct connections (networks) between farmers and chefs in the Okanagan.

Results from this study will identify next steps and innovative ways to scale-up local food procurement by
restaurants in the South Okanagan region.

1.1. Background
In British Columbia, food purchased from
restaurants accounts for approximately 30%
of total food expenditures (Statistics Canada,
2018). With one-third of the provincial food
market, restaurants can play an important
role in the local/regional food system by using
locally grown products as ingredients in the
meals they offer. By using local products,
restaurants can support local farmers,
diversify their markets, provide consumers
access to local food, and thereby promote
local food economies and food security in our
communities.

Studies indicate that restaurant patrons are

responsive to locally produced meals and
willing to pay price premiums (Frash, Dipietro
and Smith, 2015) especially when they have
additional information about the particular farm that their food comes from (Cambell and Dipietro, 2014).
Hence, it is important for this study to gather information from restaurant patrons and learn about consumers’
preference and perception of meals prepared with local ingredients. The results can provide evidence of
demand for locally grown products in a restaurant setting. This can then increase chefs’ confidence in pursuing
local food for their establishments.

Restaurants that served local ingredients cited the superior quality of locally produced food and their
willingness to support local communities as reasons to choose local. Concurrently, lack of convenience, price

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and insufficient knowledge of local farms act as the main barriers preventing restaurants from buying local
(Inwood et.al, 2009; Dela Rosa et.al, 2018). Sharma et.al. (2014) suggested that relationships between farmers
and hospitality businesses are weak because of a lack of communication and interaction. Some work has
occurred to address these challenges in the South Okanagan-Similkameen by a local farm distribution service
building farm to restaurant connections (Tumbach, 2019), and is ripe to be scaled up.

1.2. Research questions

1. What are consumers’ perceptions and preferences for restaurant meals with local ingredients?

2. What factors influence a restaurants’ decision to purchase directly from farmers?

3. What are successful farm-to-restaurant distribution strategies?

4. What advantages, barriers and opportunities exist in the farm to restaurant marketing channel?

5. What are the next steps and innovative ways of scaling-up local food procurement by restaurants?

2. Data Collection

2.1. Online survey of restaurant patrons

The primary purpose of the online survey was to gather information regarding consumer’s perception and
preference for restaurant meals with local ingredients, and to find evidence of demand for local food by
restaurant patrons. This information can contribute to an increase in restaurant chefs’ confidence in pursuing
local ingredients.

The consumer online survey included data from individuals who satisfied all of the following criteria:

1. Above age 16.

2. Residents of BC.

3. Purchased a restaurant meal in the past 30 days (in-person, pickup or delivery)

The survey was designed by the Institute for Sustainable Food Systems (ISFS) at Kwantlen Polytechnic
University. It was reviewed and validated by food system experts and local government professionals before 20
consumers participated in a test run of the survey.

The survey was administered online via Survey Monkey™ from Sep 25th to October 31st , 2019, and required
approximately 10 minutes to complete.

The web-link was made available to residents of BC via social media (local government and supportive
organization’s social media, ISFS social media, TFN Farm School social media, paid advertisements on Facebook
etc.), and distributed among professional and personal networks via email. Upon survey completion, 5
participants were selected randomly and awarded a $100 gift card to a local restaurant in their area.

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2.2. In-depth interviews with chefs and farmers

The in-depth interviews with restaurant owners and/or chefs, farmers and a few other industry stakeholders
were conducted to gain a deeper understanding of the factors that influence:

• Restaurants’ decisions to purchase local food directly from farmers;

• Farmers’ decisions to sell products directly to restaurants; and

• The advantages, challenges and opportunities associated with the direct farm to restaurant market stream.

With a better understanding of farm and restaurant decisions

about the marketing channel they use and the challenges,
advantages and opportunities they face, we will be better
equipped to make recommendations on supporting direct
farm to restaurant marketing.

Farmers were identified using a directory compiled (for

previous research) using publicly available information such
as member lists from the BC Fruit Growers’ Association,
BC Farmers’ Market Association website, Certified Organic
Associations of BC and farm websites or social media sites.
Next, 20 farmers were randomly selected and contacted
by phone and asked to participate in an in-depth interview.
Sampling and contacting continued until 20 willing farmers
were confirmed. We also used personal contacts to connect
with some farmers.

To identify restaurants in the City of Penticton area, the Interior Health Online Inspection Report portal for
businesses for the Southern Interior area known as “The Hedgehog Portal” was searched for restaurant
businesses using the key terms “restaurants” and “catering”. Fast food chain restaurants, concessions,
bakeries, supermarkets, convenience stores, childcare centres, retirement homes, wine tasting rooms and
wineries and pubs without kitchens were excluded. Next, all restaurants on the list were contacted by email,
phone call or in-person visits and asked to participate.

While conducting the interviews with restaurant owners/chefs, if it was revealed that they had existing
relationships with farmers, we asked for referral to the farms (Snowball sampling method). A $50 incentive was
offered to participants completing an interview.

Farmer participants were asked about their farm characteristics, marketing channels, why they chose to sell
or not sell to restaurants, what tasks were involved and the advantages and challenges of restaurant sales,
whether they were happy selling to restaurants, and if they have the capacity to sell more to etc. Those who
did not sell directly to restaurants were asked what would need to change for them to decide to do so.

Chefs were asked about their restaurant characteristics, supply streams etc. Chefs who buy ingredients from
local farmers were asked why, what type of ingredients they bought, what tasks were involved and what the
advantages and challenges were in buying directly, whether they were happy buying from farmers, and if they
had the capacity to buy more etc. Those who did not buy local ingredients were asked what prevented them
from doing so and what would need to happen for them to decide to do so.

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2.3. Networking event to connect chefs and farmers

Purpose:
The purpose of the networking event was threefold:

1. To present preliminary results of both the consumer survey and interviews to local farmers, chefs, and
relevant stakeholders and project partners;

2. To facilitate networking and connections between local chefs and farmers.

3. To identify potential next steps to advance farm to restaurant marketing channels in the region.

Research Scope:
Research team members invited all local chefs/restaurant owners in the City of Penticton for whom email
contact information was available, as well as all farmers in the Regional District of Okanagan-Similkameen for
whom email contact information was available. As this was a pilot project with the City of Penticton as the key
partner, we limited the scope as such, but more farmers and restaurants exist outside of these areas and could
be included in subsequent events if desired to increase attendance and connections. Ultimately over 60 chefs/
restaurant owners and 130 farmers were invited. In addition, project partners and relevant local stakeholders
(eg. existing or emerging businesses related to farm to restaurant distribution, local economic development
and local government representatives) were also invited.

Format:
The event was held at a local brewery over an afternoon on a weekday, in order to facilitate chef/restaurant
participation. To begin, the research team presented the project purpose and results from both the consumer
survey and interviews using powerpoint. Following this, facilitated breakout groups were held to discuss
potential next steps to grow farm to restaurant connections in the region, and a final networking event rotated
chefs and farmers in a “speed dating” activity to encourage a maximum number of connections to be made.

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3. Results

3.1 Results from the online survey of restaurant patrons

Participant profile
A total of 655 restaurant patrons completed the online survey. All 655 participants were above age 16, resided
in BC and purchased1 a restaurant meal either from a fast food chain restaurant or a non fast food restaurant
within the 30 days prior to taking the survey. Most individuals (69% of respondents) consumed meals at non-
fast food restaurants 1-5 times during the past month.

A total of 109 survey respondents (17%) resided in the Okanagan-Similkameen regional district (RDOS). Sixty-
one respondents (9%) were from the North Okanagan (RDNO), and 27 participants (4%) were from the Central
Okanagan regional district (RDCO). These three regional districts are delineated as the Okanagan bioregion
by the Institute for Sustainable Food Systems (ISFS) (Robert et. al, 2018). The Mainland/South West region
generated 358 responses (55%). Sixty-four responses (10%) were from the Vancouver Island and Coast region,
36 (5%) were from the rest of the province.

Okanagan bioregion
(30%)
Lower Mainland /
Southwest (55%)
Vancouver Island and
Coast (10%)
Rest of BC (5%)

Figure 1: Online survey responses by region

Participant Demographics
Eighty percent of the survey respondents identified as female. Almost half (49%) were between the ages
30-49. Sixty-one percent of participants had at least a bachelor’s degree. The median household income is in
the range of $80,000 – $99,999, which is in line with the median total income of $84,850 for all families in BC
(Statistics Canada, 2020). Sixty-eight percent of respondents were married or in a domestic partnership. Sixty-
nine percent of participants had no children under age 16 living at home. Eighty-seven percent of respondents
usually ordered meals at “moderately priced” restaurants where the main entrée cost between $11 to $20.

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Local Food Awareness

300
Almost all participants were aware of the term 42%

“local food”. Participants were asked to select 250 37%

from popular definitions from the literature or

come up with their own definition. Only 4 out 200

of 644 respondents (0.6%) selected the option 150

“I have not heard of the term “local food”. In
Canada, there is no standard definition for 100
11%
“local food”. Therefore, for the purpose of 7%
50
this study, we defined “local food” as food 2%
produced and consumed within your region2. 0
Always Usually Sometimes Rarely Never
Additionally, three questions were asked to
assess participant’s knowledge and behaviour GRAPH 1: “I SHOP FOR LOCAL FOOD TO COOK AT
HOME”
towards “local food”. The statements were
as follows: “I shop for local food to cook at
home”, “I have knowledge of what food is
300
available locally in a given month” and “I can 41%
name at least three local producers/farmers in 250
my region”. Fifty three percent of respondents
200
cited that they “usually” or “always” shop 27%

for local food to cook at home. Sixty-eight 150

percent “agreed” or “strongly agreed” that 15%
100 13%
they have knowledge about which foods are
available in any given month. Sixty-seven 50
3%
percent of participants “agreed” or “strongly
0
agreed” that they could name at least three Strongly agree Agree Neither agree Disagree Strongly disagree
local producers/farmers in their region. nor disagree

These answers reveal almost all consumers GRAPH 2: “I HAVE KNOWLEDGE ABOUT WHAT FOODS
in the survey (99.4%) have heard of the term ARE AVAILABLE LOCALLY IN A GIVEN MONTH”
“local food”, and more than half have basic
knowledge of local food, and purchase local
food to cook at home.
250
35%
32%
200

150
18%

100
10%

50 5%

0
Strongly agree Agree Neither agree Disagree Strongly disagree
nor disagree

GRAPH 3: “I CAN NAME AT LEAST THREE LOCAL

PRODUCERS/FARMERS IN MY REGION”

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Attitudes towards local ingredients in restaurant meals

The previous section reported that 53% of survey respondents “usually” or “always” shop for local food
to cook at home, indicating that half of the survey participants prefer local food. This section outlines the
preference for local food, in the context of a restaurant.

When it comes to restaurant meals, the

majority of the participants consider
350
50% it important (in various degrees) that
300 their restaurant meals contain local
250
ingredients. Thirty-three percent of
participants cited that it is “extremely
30%
200
important” or “very important” that
150 their restaurant meal is made with
locally sourced ingredients, and
100
8%
11% 50% answered that it is “somewhat
50 important”. Only 11% said that it is “not
1%
so important” and 1% mentioned that it
0
Extremely Very important Somewhat Not so important Not at all is “not at all important”.
important important important
Participants were also asked about
GRAPH 4: IMPORTANCE OF LOCAL INGREDIENTS IN
specific food categories that they
RESTAURANT MEALS
prefer to have locally-sourced in their
restaurant meals. Ninety-two percent
of respondents said they prefer to have
locally sourced vegetables, 69% wanted
350
50% locally sourced meat and poultry, and
300 68% preferred to have their fruits
sourced locally.
250 37%

200 Local food marketing in restaurants

Survey participants were asked whether
150
they have seen local food advertised in
100 13% the restaurants they purchased a meal
from in the last 30 days. Half of the
50
respondents answered that they had
0 seen local food being advertised, 37%
Yes No I don't know
had not seen this, and 13% replied that
GRAPH 5: ADVERTISEMENT OF LOCAL INGREDIENTS IN they did not know.
RESTAURANT MEALS

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When asked about the difficulty in finding a

restaurant that serves local ingredients, only 200
28%
180
24% of respondents answered it was “easy” 160
26%

or “very easy” to find a restaurant that served 140

18% 19%
meals with local ingredients. This indicates 120
100
that either the majority of restaurants do not 80
advertise that they serve meals with local 60
6%
ingredients, or that there aren’t sufficient 40 3%
20
restaurants that serve meals containing local 0
food compared to the demand, and therefore Very easy Easy Neither easy Difficult Very difficult I have not
nor difficult tried to find a
that more local sourcing is needed. restaurant
that serves
local food

GRAPH 6: FINDING MEALS USING LOCAL INGREDIENTS

Local food purchasing behaviour of restaurant patrons in BC

In order to measure purchasing behaviour,

44%
survey participants were asked whether they 300
41%
have purchased a restaurant meal containing 250
local ingredients in the past 30 days. A total
of 44% respondents answered “yes”. Fifty 200

percent of the participants did not know 150

whether they ordered a locally sourced meal,
out of which 41% did not know because 100
9%
the menu did not indicate the source of the 50 6%
ingredients, and 9% did not know because
they did not pay attention. Only 6% did not 0
Yes No Do not know (menu Do not know (I did
purchase a meal containing local ingredients. did not distinguish) not pay attention)

GRAPH 7: PURCHASE OF MEALS WITH LOCAL

INGREDIENTS

Assessing consumers’ readiness to pay a price premium for meals containing local ingredients
To assess consumers’ readiness to pay a
price premium for meals containing local
ingredients, respondents were given a
hypothetical scenario and question.

The hypothetical scenario asked the

participant to imagine that they were at
a restaurant and wanted to order a salad
(pictured at right) which is made of non-locally
grown mixed greens, tomatoes, beets and red
cabbage.

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Next the participant was offered the choice of substituting the salad ingredients with locally grown vegetables.
The participant was told that this was a hypothetical scenario and that they would not actually have to pay
any money, but that it was important that they make their decision as if they are actually facing this choice
at a restaurant. Moreover, they were reminded that by deciding to pay more for a salad they would have less
money available for other purchases. The question was as follows:

Thinking about the salad you want to

order, please answer the following:
The salad costs $7. If you choose 15%
Not
to substitute the ingredients with willing
locally made vegetables it will cost
$1 more. Will you substitute your
salad ingredients with locally grown 85%
Willing to pay
vegetables?

Each participant was randomly assigned one

of six salad prices and premiums3.

The majority (85%) of respondents cited that GRAPH 8: RESPONDENTS WILLING TO PAY FOR LOCAL
they were willing to pay a premium for local VEGETABLES IN THEIR RESTAURANT MEALS
vegetables in their restaurant meal.

Reasons for preferring local food at restaurants

Consumers who stated that they would pay a price premium to have local ingredients in their restaurant meals
were asked to select the three most important factors that influenced their decision to pay more for a salad
made with local vegetables. The most cited top three factors were as follows:

1. Support for local farmers (419 individuals out of 547 (77%) ranked this as one of the top 3 factors)

2. Reduction of environmental impacts (316 individuals out of 547 (58%) ranked this as one of the top 3
factors)

3. Freshness of local products (302 individuals out of 547 (55%) ranked this as one of the top 3 factors)

Other factors that influenced consumer decision to pay more include support for the local economy (41%
of individuals), taste (39% of individuals), healthiness (23% of individuals), support for animal welfare (14%
of individuals), safety (13% of individuals), and support for better work conditions for farm workers (12% of
individuals).

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3.2 Results from In-depth interviews with farmers and chefs

Profile of Farmers interviewed
We conducted a total of 21 interviews with farmers. Farmers in this study included 15 that grow fruits and/
or vegetables, 5 farmers in livestock and/or meat processing and one manager of a butcher shop. Most farms
were located in Penticton and surrounding areas including Naramata, Okanagan Falls, Kaleden, Cawston, and
Summerland. A few farms/suppliers were from the North Okanagan, and were included specifically to obtain
more information about meat production as there are very few meat producers in the South Okanagan. The
farms that participated in the study were mostly small-scale. Nine out of 21 farmers (43%) interviewed directly
sold to restaurants in 2019.

Profile of Chefs interviewed

A total of 20 chefs participated in the in-depth interviews. They included 17 chefs, 1 restaurant owner and 2
restaurant managers. All were from restaurants within the City of Penticton except one chef from Okanagan
Falls. Most restaurants sourced food locally (17 out of 20 restaurants (85%). However, the proportion of locally
sourced food compared to the total food bought at restaurants was less than 10%.

3.2.1. Themes arising from the interviews

In assessing farmers’ and chefs’ experiences or opinions on the challenges, advantages, and opportunities of
farm to restaurant direct marketing, we coded the ideas brought up into the following categories (in-order
of occurrence from most to least); chef-farmer contact/communication/relationship, payment/price, local
products, volume, orders, timing/location, menu, delivery/distribution, promotion/advertising, marketing
channel, type/size of operation, work/labour, consumer perception and local food awareness, and willingness.

Findings about meat were separated as the landscape of local-sustainable meat and direct farm to restaurant
sales is more complex and beyond the scope of this research. Therefore, a summary overview for meat is
presented following the themes.

Chef- Farmer Contact/Communication/Relationship

Communication is key to building good business relationships and good relationships are good for business.
Face to face interactions, regular communication, visiting farmers markets, and participating in networking
events help build a trustful relationship between farmers and chefs. Chef visits to the farm and farmer visits to
the restaurants can be especially beneficial in developing farmer and chef relationships and also create more
networking opportunities and connections. Moreover, they are also very meaningful experiences as chefs
get to see where the food they cook comes from and farmers can experience the satisfaction of seeing their
produce transformed into delicious meals.

However, building good relationships can be a challenge for both chefs and farmers as time is constrained by
their busy livelihoods. Chefs highlight the difficulty in reaching farmers during the growing season, especially
those who do not use cell phones. On the other hand, farmers can be reluctant to invest time and effort in
building relationships with chefs, citing the high turnover in the restaurant industry. Some farmers mention
that their contacts with certain restaurants are lost when chefs move on, while others can maintain their
contacts as well as establish new ones. This range of experience often comes down to the time and effort that

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both chefs and farmers are willing to invest.

A farmer and chef relationship built on trust can allow chefs to work together with farmers on the menu before
the growing season so that the farmer can grow exactly what the chef needs and facilitate smoother delivery
(eg. when the farmer is granted access to the restaurant to enable delivery at all hours).

In some cases communication is poor and can lead to a lack of follow through on purchases/deliveries,
or feedback. Farmers value both positive and negative feedback from chefs on produce quality and price.
However, there are instances where chefs may simply stop ordering rather than communicate the ways in
which a particular product or price isn’t meeting their needs, thus allowing no room for improvement on the
farmer’s part.

Payment/ Price
In terms of payment and price, farmers need to be paid
a certain price for their product to cover the high costs
of production, particularly on a smaller farm where
economies of scale are lower. As a result, discounts
need to be extremely minimal or non-existent. At the
same time, margins for restaurants are tight and so
price matters. Therefore, pricing can be a challenge for
both parties. Nevertheless, when a product is in season
or if the product is unique, buying from a local farmer
can be cheaper than buying from a distributor.

According to some farmers interviewed, one of the top

advantages of selling products directly to restaurants is
the price they receive for their products. These farmers
are usually able to sell at market price or above.

Farmers consider selling to restaurants a reliable

source of income as their sales are guaranteed,
especially if they have an established contract.
However, some have also experienced issues in receiving payment on-time, or at all. Many farmers are able to
get the prices they need via direct sales to consumers, hence they do not bother with restaurant sales.

Record keeping is very important in the restaurant business. Chefs often need receipts of sale and prefer to pay
via credit card or e-transfer. However, this requirement can be a challenge or not possible for some farmers. As
a result, many sales may not go through or continue.

Local Products (Quality, Uniqueness, Availability)

Freshness, quality and flavor are of utmost importance to chefs and those standards can be met by local
farmers who are passionate about what they do and put great care into their products. Some chefs appreciate
being able to check on the quality of local produce before they purchase. However, in some instances, quality,
flavour, and consistency may be challenges where storage and distribution infrastructure are lacking (eg.
coolers and refrigerated vehicles) and farms are smaller.

Additionally, local farmers could supply chefs with specialty products that are hard to find through

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conventional distributors (such as squash blossoms, haskap berries, edible flowers and various herbs), though
in some cases these unusual products may not be in demand by consumers, or chefs may not know how to use
them.

In general, a year-round supply of local products is not often possible, with a few exceptions like garlic, carrots,
and beets. These crops were identified as good starting points for restaurant relationship building.

Communicating and learning about product availability early in the season is an important first step to ensure
that farmers will have the products that chefs want, exactly when they want them, and that chefs can use local
products when they are available.

In cases where local food products are high quality, the right product and the right price, there are
opportunities for market growth. In-demand commodities mentioned included salad greens, herbs, tomatoes,
non-GMO produce, and local dairy. There is also an opportunity for chefs to take “B” grade produce or
“seconds” for processing. In addition, there is an opportunity for farmers to educate chefs about new or
unique products.

Volume
It can be a challenge to match the chef’s demand for a given produce to a farmer’s supply of the produce.
Sometimes chefs need a large volume of a specific product and often local farmers may have a shortage of that
product or conversely, restaurants may not order enough product to make the transaction worthwhile for the
farmer. Sometimes, chefs may have a lack of storage space for products and resort to making frequent small
orders. This makes it difficult for some farmers who do not want to deliver (in small quantities) more than once
a week.

If volume can be determined prior to the growing season, it can help match the demand to the supply.
However, some farmers may not have the capacity to grow the required volume. Restaurants have the capacity
to buy more produce from farmers and are willing to work with producers to negotiate the correct quantities.
However, farmers cited the risk involved with growing a specific quantity of product for a chef, if that chef later
decides not to buy the produce or in case of crop failure.

Orders
It is time consuming for farmers to have to deal with late, small, or inconsistent orders from restaurants. At
the same time, chefs having to order produce from multiple farmers requires a lot of time, coordination and
communication. Sometimes orders may be wrong, or products not available. In this context, online ordering
from conventional distributors becomes extra appealing.

Both parties suggested that an online ordering system would be helpful in this regard. Online ordering
software (such as Local Line) provides an opportunity to reduce administrative time spent on orders and
streamline the process. Farmers would receive a tallied order sheet, making picking and packing easy. Chefs
would be able to see the product, know how much of the produce is left and able to order at any time without
having to worry about disturbing anyone. Conversely though, some chefs favoured door to door sales where
they can inspect the product before they purchase it on the spot.

Other suggestions included farmers sending weekly fresh sheets, chefs being able to order via text messages,

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standing orders, and a farmer’s cooperative that could present one fresh sheet for restaurants to order from.

Farmers are very committed to filling orders by chefs, and identified pre-ordering (early in the season) as
helpful in determining planting plans to ensure they can meet the ordered demand. As well, pre-orders
provide the opportunity for farms to source the product from other farmers if necessary to meet the demand
and ensure that Chef orders are fulfilled.

Timing/location
Seasons and weather affect what is available and it changes from year to year; what chefs can buy locally
severely declines during winter. Local farmers cannot fully satisfy demand for a product when it is not in
season. As well, in the Okanagan, many restaurants close down in the winter. As a result, some farmers
mentioned that they are able to sell more produce/products during winter to restaurants in other geographic
locations (such as Vancouver).

Menu
Chefs are sometimes challenged by their menus - many have fixed menus which may be difficult or expensive
to change to accommodate seasonally available local products. Restaurant patrons often want to see the same
menu items whenever they dine. There is work to be done to build consumer trust with respect to flexible
menus. Chefs who can keep the menu flexible using ingredient substitutions, offering specials, or changing
the menu with the seasons can help accommodate local and seasonal food. Some chefs have noted that more
and more, consumers are supportive of flexible menus. At the extreme end, one farmer noted that having
an on-farm restaurant where the menu changes to fit the seasons and menu price reflects the quality of the
ingredients was working well for their farm - people expect to pay more and have little selection on the menu
as part of the farm to table experience. In general, chefs prefer to feature high quality local food whole on their
menus as opposed to processed (eg. poached egg vs. creme brulee).

Delivery/ Distribution

Many chefs do not have time to pick up products

from farmers and require delivery at specific times
(challenging for busy farmers). Chefs might not
be available when a delivery is made, resulting in
farmers having to transfer products themselves.
Last-minute orders from chefs to farmers can make
delivery logistics challenging, while late deliveries
(due to a variety of circumstances) are problematic
for restaurants with tight schedules. Some chefs and
farmers do have positive experience with on-time
deliveries and flexibility from both parties.

The greater distances between orders in the

Okanagan region (compared to more compact cities

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like Vancouver) consume precious time during delivery days. Farmers saw consolidating multiple deliveries on
a certain day (rather than single trips), scheduling deliveries to coincide with other trips, or having the chef
pick-up as opportunities to streamline distribution. Aggregating deliveries (eg. joining up with another farm
to share delivery), and regionally-based delivery (carried out by a delivery / distribution service rather than
individual farmers) were also seen as opportunities, linked in with online ordering and a virtual/wholesale
market. It was also suggested that existing wholesalers/distribution companies could also increase their market
share of local products.

Promotion
Advertising produce or restaurants via word of mouth is very common between chefs and farmers. For
example, if a farmer does not have certain products that a chef needs, they may refer the chef to a different
local farm. Vice versa, if a chef is impressed with products from a certain farm, they may also recommend
other chefs source from that farm.

Additionally, There is potential for restaurants to actively promote the local farms they feature, and for
farmers to direct customers to the restaurants using their products. The consumer survey identified that many
consumers did not know if their restaurant meals contained local food. This suggests an opportunity to further
the promotion currently occurring, for mutual benefit.

Marketing channel
Many farmers mentioned farmers’ markets as a venue to meet and make connections, as well as to connect
consumers with local food and raise the general public’s awareness. Farmers’ markets were also mentioned as
a potential venue for a “chef CSA” or similar pickup location that could aggregate many farmers’ products to
more efficiently serve the restaurant market.

Other farmers felt that selling to restaurants had benefits compared to farmers markets. With restaurant sales,
farmers can harvest the day of delivery, don’t have to store the product overnight, and can use less packaging.
In addition, sales are guaranteed and there is much less waste.

However, farmers stated that having more than one marketing channel was beneficial, so that they could
always have a back up sales stream. For example, they could fill orders from chefs on a Friday and sell their
remaining product at the market on Saturday, or vice-versa (chefs could buy remaining produce after the
market).

Type/size of operation

Participants noted that smaller restaurants that are not higher-end “farm to table” restaurants, and
average $20 a plate, cannot afford to source locally due to their low profit margins. The mismatch in size
between farms and restaurants is often an issue in chef/farmer business’ relationships. Farm-to-restaurant
establishments are often smaller in size and do not make large enough orders. On the other hand, small farms
often have a hard time keeping up with orders from large restaurants.

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Labour
Farm to restaurant procurement can come with additional labour requirement for both chefs and farmers. It is
a lot of work to develop and maintain individual relationships. Both parties have to be committed to put in the
extra work required. This can be challenging since both chefs and farmers are very busy.

Consumer perception and local food awareness

Chefs and farmers participating understand that there is a high value in locally produced food; it is high quality,
environmentally friendly, worth the price, and supports the local community, individuals and families. Farmers
described the satisfaction they receive when their product is valued by their community, and take pride in
seeing their food prepared and presented creatively. They enjoy it when they have the opportunity to dine at
the restaurants which use their products. Farmers believe that when restaurants acknowledge the source of
the ingredients, consumers are able to see the connection and develop a better relationship with their food.
This presents an opportunity: while some restaurants already have a dedicated community of consumers who
are willing to pay a premium for local food, new customers can learn from chefs and restaurants who share
their appreciation and value for buying local.

In general, chefs and farmers noted that public perception and understanding regarding local food is
increasing. More and more, people in the Okanagan are thinking about where their food is coming from and
seeing its value as more than a commodity. Chefs cited plant-based products, organic produce, and health
foods as growing trends. Despite this, when it comes to actually supporting local purchasing and paying more
for the increased quality and advantages, they noted that some people might not follow-through. The growing
demand might indicate opportunity for sector growth, but this may need to be accompanied by additional
education/marketing so that consumers feel good about their choice to support local producers.

Willingness

There is willingness from both farmers and chefs to engage more in farm to restaurant channels. Farmers have
capacity to sell more to restaurants and are willing to grow crops desired by chefs. To be successful though,
chefs should be willing to work with the price and seasonality of local farm products.

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3.2.2. Meat-specific issues

According to the chefs interviewed, many are interested in sourcing good quality, sustainably produced local
meat. Consumers are also interested in knowing where the meat comes from. This implies a growing demand
for local meat.

One of the largest and most commonly cited challenges relating to the production of local meat is processing.
On-farm processing of meat has become a challenge, as it is heavily regulated by higher levels of government
and cannot be done without a license. Regulated processing centers can be located far from farms, making
transport stressful on the animals and costly for the producer. These regulations (though not intentionally)
actively discourage small scale local production. The slaughter system is set up in support of big producers, not
family farms.

Chefs cited that it is difficult to find local

meat because there are only few meat
producers in the region (which may also
be due to the challenges experienced
by meat producers around slaughter
and processing). Existing meat farmers
find that they can take advantage of the
opportunities that may arise as a result
(eg. less competition in supplying local
meat to restaurants, or even supplying
organic manure to other farmers etc). In
terms of opportunities for raising meat,
producers mentioned the possibility
to run livestock under the multitude
of orchards in the Okanagan (citing
European examples), but that under
current health regulations this would
not be permitted.

Chefs may not want to purchase whole animals more commonly sold by local producers, since many parts are
less marketable and require particular knowledge to prepare. Cold storage can be a limitation as well. Storage
issues (cooler/freezer space), can also be an issue. Some producers identified themselves as having the ability
to do custom processing for specific needs. Chefs corroborated the need for a butcher who could process
whole animals and re-sell desired cuts to restaurants. Still other chefs stated that they were looking for off cuts
for smoking, a less common demand (and potential opportunity). Flexible menus could enable restaurants
to purchase unusual cuts to feature, thereby making use of the entire animal. In terms of products like cured
meat and sausages, there are no local Okanagan suppliers, so there may be a market opportunity there.

Some restaurants serve a lot of meat dishes, and local farmers (who are mostly smaller-scale) may not be able
to supply the required volume. In addition, small producers have higher production costs per animal, resulting
in a higher cost for local meat, which some chefs cannot justify. Many of the meat producers interviewed
would have the capacity and interest in supplying local restaurants if the demand for their product existed at
a viable price. Conversely, some chefs interviewed held the opinion that meat should be treated more as a
garnish rather than mainstay in our diet, thereby reducing the amount of meat purchased by their restaurants.

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3.3 Results from the networking event with farmers and chefs
The networking event was held on March 10th, 2020 from 2-4pm at Slackwater Brewing in Penticton, and
was attended by 21 chefs and 24 farmers, plus 7 other stakeholders, for a total event participation of 52.
As mentioned previously, the event began with informal networking, followed by a half hour powerpoint
presentation by the research team to present the project objectives, and consumer survey and interview
results. Following this, 6 breakout groups were facilitated in a discussion about potential next steps to
further develop farm to restaurant marketing channels in the region. The final activity was a “speed dating”
networking event whereby chef and farmer participants rotate through short networking sessions to make as
many connections as possible.

Outcomes:
During the breakout sessions,
participants were assigned to 6 different
groups and participated in facilitated
discussions. The central questions
addressed were as follows:

What initiatives/actions/changes
would help to grow farm to restaurant
marketing in the South Okanagan?
What resources would be needed to
support this change/action/initiative?
What resources exist locally?

Groups primarily addressed the first

question. There were several common ideas that emerged across the groups, which are summarized below:

• Create a directory of farmers and chefs/purchasing managers who are looking to sell/source locally. This
gives both parties a go-to reference to aid farm to restaurant connections.

• Establish a Food Hub/cooperative of local farms - This could exist both online, as well as having a physical
location. Such a co-op could be based on existing models , and enable resource sharing, collaboration on
ordering, delivery, processing, promotion, marketing, communications, and relationship-building. It could
potentially serve as an aggregation service to address issues of volume, and ease the burden on individual
farmers, as well as a go-to location for chefs seeking local products.

• Establish ongoing communication/networking opportunities for farmers and chefs

• Adopt online ordering systems on the farm – eg. Local Line

• Educate consumers re: benefits/value of local food, seasonality (both youth and adults)

In addition, during the networking session, non-farmer/chef participants (members of local government,
economic development organizations etc.) participated in a discussion as to how they could best support the
initiatives that were suggested.

In terms of resources - participants identified the need for funding for all initiatives. One potential funding
source for co-op development was Cooperatives First, which currently provides funding to support feasibility
studies. No other funding sources were identified during the session, however potential partner organizations

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mentioned included Kwantlen Polytechnic University, the Penticton Farmers Market, and the Chef’s
Association. One example of online software cited was Local Line, and examples of food hubs included the
Vancouver Farmers Market Direct, and Edmonton’s Jasper Place Wellness. It is worth noting that significant
work is occurring in Summerland around a food and beverage processing hub which could also be a potential
partner.

At the conclusion of the event, A feedback form was distributed to gather information about the utility of the
event and potential improvements to subsequent events. A total of 17 forms were received (15 at the event,
and 2 online following the event).

Of these, participants found the sessions very or extremely valuable (4 or 5 out of 5), with most citing the
opportunity to meet chefs/farmers and make new connections, and to learn more about the perspectives
of the other participants as the reason for its value. When mentioning key learnings from the event, the
demand for local food in restaurants was important, as well as the perspectives of farmers/chefs in terms of
procurement. The “speed dating”
networking event was stated as
the most useful activity, while a
few also appreciated the facilitated
brainstorm session. Suggestions
for improvement included more
time for the networking portion
of the event, introductions to
all participants rather than the
“speed dating” format, a review of
breakout group outcomes with the
larger group, holding more sessions
like this, and the distribution of a
contact list to facilitate follow-up.

In summary, the networking event

was a success, with over 50 participants and a balance of chefs and farmers. Suggestions for next steps to
support farm to restaurant sales in the future include a directory of interested parties; a farmer co-operative
to realize economies of scale in marketing, ordering, distribution, and logistics; ongoing communication and
networking activities; the establishment of online ordering for farms; and consumer education to continue
to increase the demand for local food. Event participants found the session very useful in making new
connections and learning about the other party’s perspectives and procurement challenges. There were good
learnings to improve future events, and a strongly expressed desire to see more events and activities like this
in the future.

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4. Discussion
The results of the consumer survey demonstrate that there is consumer demand for local food in restaurants,
and the attendance at the networking event would seem to suggest that there is a growing network of farmers
and chefs interested in selling or purchasing local food, respectively. Given the apparent consumer demand
and willingness among chefs and farmers, what are the appropriate next steps to support the growth of farm
to restaurant marketing channels in the South Okanagan?

4.1 Next steps/opportunities to develop farm to restaurant marketing

While many advantages to local sales/purchasing were cited by both chefs and farmers, challenges were also
identified. Opportunities identified through all phases of the research which address multiple challenges and
have potential are outlined below:

• Hold more networking events (like the mixer event held as part of this project) in the off-season to enable
farmers and chefs to connect at a time that is usually less busy for both.

• Encourage existing wholesalers/distributors, and grocery stores to carry more local products.

• Encourage new wholesalers/distributors to establish, with a focus on local food.

• Form a farmers co-operative to achieve economies of scale and provide a one-stop shop for chefs.
Components of this cooperative could include:

• Aggregation of product from multiple farms to address volume issues and better match supply
with demand

• Shared online ordering platform (eg. Local Line) to reduce administrative burden for farmers
and simplify ordering for chefs

• Streamline payment for both chefs and farmers

• Online directory of members with available product (including “B” grade products for
processing) and contact information to make ordering easy for chef (rather than many multiple
small orders)

• Shared distribution for increased efficiency and to minimize burden on farmers and chefs

• Could share recipes and menu ideas to assist chefs with seasonal menu planning to take
advantage of more local produce

• Could also engage in consumer education activities/advertising and promotion of local food
through a co-op/hub “brand”. This could combine several next steps and address several
challenges.

• Support and encourage the expansion of local meat processing opportunities in the region (abattoirs,
mobile abattoirs, on-farm slaughter)

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The identified next steps address all of the key theme areas raised by interview participants: relationship-
building and communication; payment/price; farm products; volume; orders; timing and location; menu;
delivery and distribution.

How such initiatives could be implemented remains to be seen. Perhaps a first step would be to identify
likely agencies or organizations who could assist in moving some of these actions forward. Potential partners
include the South Okanagan Food Processing Hub forming in Summerland, the Penticton Farmers Market,
Local Motive organic delivery, City of Penticton Economic Development office and others. Local and regional
government organizations (eg. municipal governments, regional districts, and health authorities) can also play
a role in facilitating the type of actions outlined here, by removing regulatory barriers and helping to support
and connect relevant parties and resources as possible.

4.2 Limitations to the research

A number of data limitations exist in this study.

First, in the consumer survey, participants were not randomly selected, so there is inherently a bias toward
respondents who have internet access, and an interest in supporting local food systems. The survey also
occurred during the fall, outside of the peak restaurant dining/growing season, and so this may have affected
response.

For the in-depth interviews, although the research team started out attempting a random sample of chefs and
farmers, in order to solicit enough responses, interviews were conducted with any willing party, so once again
there is a self-selection bias in favour of farmers and chefs interested in this farm to restaurant relationship. For
both the interviews and networking event, this pilot project chose to focus its scope on restaurant businesses
within the City of Penticton, and farms in the Regional District of Okanagan-Similkameen. While general trends
would likely be similar, certain results may therefore not be representative of all other areas in the Okanagan,
or BC.

4.3 Recommendations for future research

As outlined earlier, while the online consumer survey was administered province-wide, the in-depth interviews
and networking event held as part of this pilot study were limited in scope to the South Okanagan and
Similkameen regions. While the results (key issues) raised by participants in this study are likely similar to
those facing farmers and chefs in other areas, they could be built upon to tease out additional context-specific
nuances for other jurisdictions interested in undertaking similar analysis (for example the Central Okanagan
Economic Development Commission and / or the Land to Table Network in the North Okanagan). Expanding
the study to these additional areas would give a more fullsome picture of the farm to restaurant supply chain
in the whole Okanagan Bioregion.

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4.4 Shifting Contexts: The impacts of COVID-19

Since the declaration of the COVID-19 pandemic and resultant restrictions and implementation of physical
distancing rules in mid-March, 2020, much has shifted in the local food, tourism, wine, and restaurant industry
in the South Okanagan. Many restaurants are closed or only offering take-out service, and upon reopening
will have new restrictions that may affect their demand for product. In addition, farmers have been affected,
with the closure of the in-person Penticton Farmers’ Market and a shift to an online market on the Local Line
platform with centralized customer pickup. Many may have excess product with their usual restaurant clients
closed, and may be struggling to market all their produce. Some may have a hard time operating due to the
uncertainty of foreign labour situations. In BC, Canada, and throughout the world, disruptions to existing
global supply chains have occurred as result of the pandemic, which has closed processing plants and fast-food
restaurants which are usually a market for specific items. Shortages and panic-buying have led to difficulties in
Canadian’s ability to access food (Brewster, 2020).

As a result of global supply chain disruptions, local food, farming, farmers’ markets, and gardening have seen a
surge in interest and popularity, as people seek alternatives to the global food system, seeking a more resilient
food supply. A recent survey conducted by the Institute for Sustainable Food Systems (ISFS) on consumers’
food access perceptions and concerns during the COVID-19 pandemic found that many British Columbians
believe that the a local/regional level food system is more reliable than the global food supply chain (ISFS,
forthcoming).

As a result of these large and continuing shifts, some of the findings and recommended next steps may need
to adjust to a new restaurant dining context, or may already be occurring (for example, the online farmer’s
market with centralized pickup aggregating products from many farms). As restaurants slowly begin to reopen,
further research will be needed to determine how to implement the recommended next steps given the
significant changes to the current context of restaurant dining and food procurement.

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5. Conclusion
This project sought to understand the challenges, advantages, and opportunities that exist in the farm to
restaurant marketing channel in the South Okanagan. The project conducted three discrete research activities
to do so - a consumer survey of restaurant patrons, in-depth interviews with chefs and farmers, and a
networking event and focus group.

The consumer survey revealed that the majority of participants consider it important that their restaurant
meals contain local ingredients and are willing to pay a premium for local vegetables in their restaurant meals.
Moreover, almost half of the respondents have purchased meals containing local ingredients in the last 30
days. When asked why they prefer to choose meals containing local ingredients, supporting local farmers was
the most popularly cited reason. These results indicate that consumers in BC are willing to purchase restaurant
meals containing local ingredients.

However, the survey also revealed that on the supply side, there seem to be a lack of restaurants that serve
meals using local food. This may be related to restaurants not engaging in active marketing and therefore not
differentiating their product (restaurant meal) as “locally sourced,” or because there aren’t many restaurants
using local ingredients to create their meals. Thus, we conclude that there is room to develop a market for
restaurant meals prepared with local food.

In-depth interviews with chefs and farmers identified advantages, challenges, and opportunities relating to
(in-order of occurrence from most to least); chef-farmer contact/communication/relationship, payment/price,
local products, volume, orders, timing/location, menu, delivery/distribution, promotion/advertising, marketing
channel, type/size of operation, work/labour, consumer perception and local food awareness, and willingness.

From the interview and focus group results, some potential “next steps” emerged that would support the
development of stronger farm to restaurant connections in the future. These included more networking
events, promotion of local products, and the development of a co-operative to aggregate products from local
farmers and streamline ordering, payment, distribution, and marketing, in a hub for chefs who could easily
access products from many farms at once. A number of potential existing partners and fewer funding sources
were proposed, and a first step could include reaching out to these entities to determine interest and capacity
to support such an initiative.

Of course, given the COVID-19 pandemic that swept through BC near the end of this project, the context has
shifted and it remains to be seen how restaurant dining will unfold in the coming months and years. It is likely
safe to assume however, that the increasing interest in more local/regional food systems that has been fueled
by challenges in the dominant global-industrial food system supply chains during the pandemic will continue
to increase demand for local product in restaurants in the future, and so continuing to build these connections
and relationships can only be a positive activity as we seek the strongest path forward toward economic
reform and revitalization in our “new normal” world.

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References
Brewster, M. 2020. Canadians are being asked to stop panic-shopping. Are they listening? CBC News, March
19, 2020. Accessed at https://www.cbc.ca/news/politics/covid-19-pandemic-coronavirus-border-
panic-1.5502058
Cambell, J. F., and R. B. Dipietro, 2014. Sign of the times: Testing consumer response to local food signage
within a casual dining restaurant. Journal of Retailing and Consumer Services. 21(5): 812-823.
Dela Rosa, A., K. Guest, E. McEachern, E. Wirsching and W. Polasub. 2018. Findings from the Township of
Langley Farm to Table Study. Richmond, British Columbia: Institute for Sustainable Food Systems,
Kwantlen Polytechnic University. Frash R., R. B. Dipietro and W. W. Smith. 2015. Pay More for McLocal?
Examining Motivators for Willingness to Pay for Local Food in a Chain Restaurant Setting. Journal of
Hospitality Marketing & Management. 24(4):411-434.
Institute for Sustainable Food Systems. Forthcoming. Consumers food access perceptions and concerns during
the COVID-19 pandemic: An online survey.
Inwood, S.M., J.S. Sharp, R.H. Moore and D.H. Stinner. 2009. Restaurants, chefs and local foods: insights drawn
from application of a diffusion of innovation framework. Agriculture and Human Values. 26: 177-191.
Robert, N., Garcia, G., Tatebe, K., Mullinix, K. 2018. Delineating the Okanagan Bioregion for Food System Study,
Research Brief from the Okanagan Bioregion Food System Design Project. Richmond British Columbia:
Institute for Sustainable Food Systems, Kwantlen Polytechnic University. Available at https://www.kpu.
ca/sites/default/files/Research%20Brief_Delineating%20bioregion_final.pdf
Sharma, A., J. Moon, and C. Strohbehn. 2014. Restaurant’s decision to purchase local foods: Influence of value
chain activities. International Journal of Hospitality Management. 39:130-149.
Statistics Canada, 2020. Selected income characteristics of census families by family type. Table: 11-10-0009-01
(formerly CANSIM 111-0009)
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Tumbach, T. Personal Communication. May 2019.

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Endnotes
1 Purchased a meal at a restaurant, or ordered a pick up or delivery of a restaurant meal.
2 In this instance, “your” refers to the survey participants. An example was provided to help survey
participants identify various regions in BC, as follows: This was the example provided in the survey “if
you live in Vancouver or Surrey your region is Metro Vancouver. If you live in Victoria or Nanaimo your
region is Vancouver Island. If you live in Penticton or Kelowna your region is Okanagan. If you live in
Cranbrook or Nelson your region is the Kootenays”
3 The salad costs $7, premium $1. The salad costs $8, premium $4. The salad costs $10, premium $7. The
salad costs $12, premium $2. The salad costs $14, premium $5. The salad costs $17, premium $3.

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