Majority Crave Local Food, Vancouver Study Finds
JULY 4, 2007 - Over the last two years, 70 percent of Greater Vancouver adults have increased the amount of local produce they buy, a recent Mustel Group study commissioned by Capers Community Markets found. Overall, a robust 70 percent of Vancouverites prefer to buy locally grown (which the study defined as originating in British Columbia). As well, two-thirds of people said they were willing to pay more for local food if necessary, as they know it supports the local economy. That’s all good news for farmers.
In response to this upsurge in demand, there has been a flowering of farmers markets: this year marked the first winter market in Vancouver, and the Kitsilano neighbourhood will have one starting July 15.
In the peak of the season, 80 percent of Capers produce comes from local farms; over the year, the total average is 40 percent. Capers has committed an extra $200,000 of their upcoming annual budget to local produce, a shift from $1.2 million to $1.4 million. That’s a huge boon to the regional economy.
The environment is at the top of mind in consumers’ shift: 81% of Vancouverites named Mother Nature as their top reason for eating locally (up nine percent from 2005). They know that it reduces air pollution from trucking because it reduces fuel consumption.
The issue of eating locally has gained a higher profile in the past two years, says Aron Bjornson, Capers’ marketing manager.He attributes this to the popularity of the 100-Mile Diet (thanks!), increased media coverage of food miles, and a heightened understanding of global warming.
“Kudos are due to our local chefs for raising awareness of the issue, and for making an extra effort to showcase local B.C. produce in their menus,” says Capers’ executive chef Nathan Hyam. Notable local-food restaurants include Bishop’s, Raincity Grill, Aphrodite’s Cafe and Aurora Bistro.
