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Educating the UBC Food Services workers : UBC Local Food Cookoff Bliem, Sabrina; Chung, Alita; Ho, Shuk Yee Ida; Lee, Maggie; O’Neill, Catherine; Steuuenberg, Lizanne; Yiu, Amy 2005-04-08

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UBC Social Ecological Economic Development Studies (SEEDS) Student Report       UBCFSP 2005 Senario 3: Educating the UBC Food Services Workers: Local Food Cookoff Sabrina Bliem, Alita Chung, Shuk Yee Ida Ho, Maggie Lee, Catherine O’Neill, Lizanne Steuuenberg, Amy Yiu  University of British Columbia AGSC 450 April 8, 2005           Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report”.   UBCFSP 2005 Senar io 3: Educat ing the UBC  Food Servi ces Worke rs          Agsc 450: Group 9 Sab rina Blie m Alita Ch u n g Shu k Yee Ida Ho Magg ie Lee Catherine O’Neill Lizann e Steuu en b erg Amy YiuScenar io 3: Educa tin g t he UB CFS Wo r ker s  AG SC 45 0 , Gro up 9  Outline  Abstract           Page 1 Introduction           Page 2  Problem Definition         Page 3  Vision Statement and Identification of Value Assumptions  Page 4 Our Educational Campaign        Page 6 Description of Assigned Subsystem      Page 6    Review of the Buy BC Campaign      Page 8 Campaign Goal:  Educating the Workers     Page 9  Design of the Campaign        Page 11  Steps of Action Required to Implement the Campaign   Page 13 Budget          Page 16 Conclusion & Recommendations       Page 17  Recommendations for the AGSC 450 cla ss, 2006 spring students Page 17  Recommendations for UBC Food Services     Page 18 Works Cited           Page 19 Appendix A ± Pamphlet: Be a Loca l Star! Buy and Cook Loca l   Page 20 Appendix B ± Budget Sheet for ³Loca l Food Cook off  ´    Page 21 Appendix C ± Unit Price and Assumptions      Page 22 Appendix D ± Breakdown of Expenses      Page 23 Appendix E ± Sample Logo and Poster      Page 24 Appendix F ± Contact List        Page 25  Scenar io 3: Educa tin g t he UB CFS Wo r ker s  AG SC 45 0 , Gro up 9  Abstract As part of the global foo d s ystem, the sust ainabili t y of the food s yst em at the Universit y of Britis h Col umbi a campus has been call ed int o que sti on.  The UBC Food S ystem Project (UBC FS P ) was launched in 2001 in order to assess and impro ve the sustainabil it y of th e UBC food s ystem.  In order to a id the movem e nt toward re-lo cali z ati on of the food s ystem on campus , Agricult ur al Scien ces 450  (AGSC 450) students were invi ted to res ear ch various scena rios; the cu rrent pap er outli nes the scena rio assi gn ed to Gro up 9 of the AGSC 450 spring 2005 class.  This sce nario (#3) involves the design of a campai gn to educate UBC food worke rs on the bene fits of bu yi ng and s ell ing loc al food s on campus ; in order to narrow th e scop e of our campaign, we chose to tar get onl y those food worke rs empl o yed throu gh UBC Food Servic es.   This ca mpaign is to be impleme nted by the AGS C 450 2006 class, and invol ves two components:  the disseminati on of a pamphl et to fo od service wo rkers, and t he launching of a “UBC Local Food C ook -o ff ”.  This paper includes a discussion of the problem definiti on, a review of the Visi on Statement devised by previous AGS C 45 0 students, a discussion of the various components of the educ ati onal campa ign —includ in g a des cript ion of the assi gn ed subs ystem, a review of the Bu y BC Campai gn, the campai gn goal, the design of the campai gn, the steps required for its implementation, and a propo sed budget —and va rious recomm endati ons fo r ke y groups, in thi s cas e the AGSC 450 2006 class and UBC Food Se rvices .    S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 2  Introduction  The UBC Food S ystem P roject (U BC FS P ) was ini ti ated in order to assess and improve the sust ainabili t y of the food s ystem at UBC (Richer , 2004 : 5).  As part of thi s project, the AGS C 450 spring 2005 cl ass worked on various scen arios des igned to en coura ge the movement toward sust ainabil it y.  Our group was assi gned sc enario 3, in which we had to desi gn an educ ati onal campai gn to promot e aw areness o f the ben efits of re -loc ali z ati on on cam pus, the tar get of which is t o be the food work ers empl o yed thro u gh UBC Food Services (UBC FS ) .  This campai gn invol ves two components:  1) the  diss e mi nati on of a pamphl et to food service worke rs, outl ini ng the various benefits of bu yin g and se ll ing locall y grown and produced foods, and 2) a UBC Loc al Food Cook-o ff event which wil l run ove r a one- week period; this competi ti on will invol ve 5 UBCFS food vendors, each of whom will be req uired to design a menu fe aturing loc al food items, to be sold to the gen era l publi c, and to be assesse d by a panel of jud ges.  This campaign is to be l au nched b y the AGSC 450 class of 2006.   In thi s pap er, we discuss the problem definiti on, or the issue that inspi red the beginni ngs o f the UBCFS P , foll owed b y a summ ary of our group’s discussion of Vision Statement devised by previous coll ea gues, as well as su ggesti ons for improv eme nt.  Then we discuss the various components of th e educati onal campai gn, including a descriptio n of our assi gn ed subs yst em (UBC FS work ers), a revi e w of the Bu y BC Campai gn (which provided much i nspi rati on for our campai gn), the goal of the curr e nt campai gn, the desi gn of the campai gn, the steps and ingredi ents requir ed for its implementation —specificall y, b y whom th e campai gn will be admi nis tered, the tar get popul ati on, a timeline to guide the AGSC 450 2006 class, the locati on at which the campai gn will be implemented, and the techniques of its dissemination —and a proposed campai gn bud get.  Finally, we off er recomm endati ons fo r both the AGS C 450 2006 class as well as UBC FS .    S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 3   Problem Definition  The need for thi s educ ati onal campai gn stemm ed from a growin g reali z ati on that the sust ainabili t y of the UBC Food S ystem could be signific antl y improv ed.  The food s ystem at UBC does not operate in isolat ion, and in fact the pr ese nt sit uati on on campus reflects cur rent trends occ urrin g on a lar ge -scal e worldwide.  Spe cificall y, an in cre ased consum e r demand for both a lar ge variet y of foods, as well as for foods that are avail able yea r -round, has resu l ted in the globaliz ati on of the food system, or the creation of a “global vending machine” (Halweil 6).  This globalization is problemati c for two reas ons:  First of all , the dist ance that food must travel before it reach es the consumer’s plate represents a ps ycholo gic al distancing of th e consum er from the knowledge of the realities of food production; this results in a disconnection from the source of one’s food, and a loss of caring and responsibility for one’s place in the food system (Kloppenburg, Hendr ickson, and Stevenson 2).  In addit ion to thi s negati ve ps ycho social impact, a global fo od s ystem has wid e -r an ging negati ve ef fe cts on the en vironment, human healt h , and local economi es (Pr ett y et al. 264).  Furthermo re, globaliz ati on result s i n a loss of local self-reli an ce and of local variati ons in agricult ural practi ces and diets (H alw eil 6-7).  A proposed soluti on to this problem is a movement toward re -lo cali z ati on, to reduce th e scal e of food producti on and processi n g in orde r to lessen the ne gati ve impa cts of globaliz ati on.  In orde r to achieve re-lo cali z ati on on campus , UBC facult y, staff and students must provide their support; thi s campai gn is thus design e d to increase awa reness among UBCFS work ers of the need for re-locali z ati on.  Our camp ai gn is desi gned to edu cate UBCFS staf f on the ben efits of bu yin g and sell ing local food pr oducts, de fi ned in this campaign as foods originatin g from wi thi n Britis h Col umbi a .  Despit e ecolo gic al simi larit ies and close prox im it y, we chose not to include Washington in our definiti on of local in orde r to stren gthen the local econom y and bene fit B.C. farmers.  Incr easin g S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 4  procurem ent of foods gro wn in B.C. will have ma n y ben efits, such as enha ncing the lo cal econom y, reducin g ne gati ve enviro nmental eff ects, redu cin g hi dden food costs , and enhancin g both a sense of comm unit y as well as a connecti on with the local foodshed (Prett y 6 -9).  Fu rthermore, providing locally grown foods on campus will enhance both the UBC community’s health as well as their sati sfacti on with their eat ing ex perienc es, as such foods are fresh er and far more nutrit ious (MacNai r 7).  Throu gh our campai gn to en coura ge the bu yi ng and s ell ing of lo cal fo od products on campus , we int end to aid the movement toward a sust ainable UBC Food S ystem.    Vision Statement and Identification of Value Assumptions  In order to aid the mov e ment toward a sust ainabl e food s ystem at UBC, pr ior AGS C 450 groups first defined “sustainable,” and cr eated a visi on statement comprised of 7 guidi n g principl es, or criteria needed to achiev e sust ainabili t y on campus (Richer 16 -17)   .  Our grou p enga ge in a discussi on of these principl es, in orde r to determine the app ropr iateness of these criteri a and the ac cura c y of this visi on.  Overall , we felt that thi s vision is fairl y co mprehensive, as it att emp ts to guide the food s ystem toward al l thre e compone nts of sust ainabili t y — eco logical, soci al and economi c.  How ever, we did feel that som e of the principles could be impr oved upon.  Our discussi on of each principl e is as fol lows:  Principle 1:  Must protect and enhance the diversity of the natural ecosystem that supports it.  It must preserve the resources needed that can make it function indefinitely.  W e all agreed with this principle.  The ecos ystem can be enhanc ed, for ex ampl e, by providi n g fair pric es to farmers, as the result ing economi c stabil it y will inspi re an improvement in farmstead practi c es.  Howeve r, some felt that t he two sentenc es could b e divi ded so as to form t wo differ ent principles, one pertaini ng to biodive rsit y, and the other to resourc e sust ainabili t y.  S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 5   Principle 2:  Relies on local inputs when possible, where inputs and waste are recycled and/or composted back into the system in which it originated.  W e all agr eed.   Principle 3:  Is a secure system that provides food that is affordable, available, accessible, culturally, ethically and nutritionally appropriate, socially just, safe and resilient.  We all agr ee d with this principle.  Principle 4:  Provides for healthy diets that do not compromise the ability of people to feed themselves or others in the present or in the future.  S ome agr eed; others viewed thi s as redunda nt wit h the first p rincipl e.  Some felt that the first and fou rth princi ples could be joined into one statement, particula rl y with regards to the latt e r half of the first principle.  Man y found thi s statement difficult to understand, and felt that it could be reword ed.  Principle 5:  Entices pleasures, and nurtures feelings of commensality around the food table.  S ome agreed with this principle; however, we felt that thi s statemen t could be rewo rded to say th at such a s ystem enti ce s pleasure and comm ensa li t y when appli c able, dep ending on the food s yste m operati on in questi on (a casual dini ng restaur ant wil l be bett er equipped to provide this than a fast -food outl et, for inst ance ).  Others disa gre ed with this p rincipl e, and felt tha t it could be removed fro m the list, as this is not crit ical for sust ainabili t y, per se ; plea sure and comm e nsalit y bein g ex tras, and unreali sti c at all vendors on campus .  Principle 6:  Enhances feelings of community belonging which requires a heightened awareness of every component, from the point of production to end disposal.  S ome agre ed, feeling that heightening awareness will lead to an increased sense of personal responsibility for one’s role in the food s ystem.  Others felt that this repr e sented an ideal situation, and is not required fo r a sust ainable food s ystem on campus , and that thi s principl e shoul d thus be removed from the list .  Some felt that thi s shoul d include a comm it ment to food worke r educ ati on, to acti vel y promoti ng awar eness on campus . S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 6   Principle 7:  Is based on long-term financial viability; contains a mixture of imported and local foods whenever possible; on foods that come from socially and ecologically conscious producers who receive fair prices for their products.  Ever yone agr eed wit h the first two parts of thi s statement; however, some felt that “conscious producers” was impossible to regulate (i.e., “conscious” according to whose values or criteria? ) and a bit too ideali sti c .  Ever yone agre ed with the need for fair pri ces, as th e y create an in centi ve fo r sust ainable farmin g pr ac ti ces.  We felt that “mixture of imported and local” could be replaced with “a balance of imported and local”, with emphasis on a shift towar d s local foods.  We also felt that there ne eded to b e more emphasis on the food providers than is impl ied by havin g thi s crit e rion at the end of the list.  The visi on statement does not focus enou gh on the source of the food sold at UBC; the UBC Food S ystem can onl y be as sust ainable as the means by which th e food is pro duced, and thi s needs to be emphasiz ed more cl ea rl y.  It shou ld be noted th at our value assum pti ons did shape our discussi on to a lar ge ex tent.  We come from various educ a ti onal back grounds (Ani mal Studi es, Nutriti onal Sciences, Foo d Science, Dietetics, and Food M ark et Anal ysis ), and as a res ult have var yin g int er ests , and place emphasis on different p riorit ies in the quest for sust ainabili t y — such as educ ati on, farmin g te chniques, economi cs, fami l y valu es, sense of comm unit y, nutrit i on and healt h, environmental he alt h, and anim al welf are.  Therefo re, we were mor e likel y to agr ee with som e principl es, and to disa gree with others, dependin g on our specializ ati on and int erests .  Finall y, our va rious cult ural back groun ds also influenced o ur views; it was noted, for i nstance, that in orde r to feel compell ed to ea t loc a ll y, you need to feel local ; so our sense of belongin g has a lar ge impact on ou r beli efs about the UBC Food S ystem, and on our beli efs about the path to ward sustainabil it y.     Our Educational Campaign Description of Assigned Subsystem S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 7  The sector of the UBC fo od s ystem our campai gn is associated with is comprised of food se rvice workers who m a y or ma y not deal wit h custom ers directl y. Ther e ar e cur ren tl y 480 food se rvices workers wo rking full -ti me or part -ti me on UBC campus , 320 of which ar e full -ti me workers and 160 are student wo rkers. All of the se  food se rvice wor kers ar e unioni z ed under CUPE local 116. The fa ct that worke rs the mselves are consum ers as well equips them with a fair amount of purchasin g powe r in ter ms of food comm odit ies whil e the y sp end time working at UBC. Those workers who int e ract wit h custom ers also have a fundamental influenc e on the consumers’ food choices . Our campai gn ta rget s all food servic es wo rkers to educ ate them ab out the benefits of bu yin g locally produced food products. Our definition of “ UBC FS workers” is inclusive of all individuals who work under th e UBC Food Services ; ess enti all y, our ta r get is the enti re population of people rec eivi n g wa ges from UBC Food Servi ces.  S ince our campai gn is dir ected towa rds all of the roles that UBCFS work er s have , our goal is not restricted to providi n g edu cati on on what loc a l food products ar e , but also the benefits of bu yin g and sell ing loc all y produ ced foods. It is our ambi ti on that thi s campaign wi ll advertise the fe asibi li t y and benefits of providing local food and result in more local food being pu rch ased and sold at ret ail outl e ts throughout the UBC campus .  We also feel that custom er servic e repres entatives or “front - line” workers play an important role  in influencin g consu mer choices. Th ese wo rk ers have a dire ct eff ect o n the choices of custom er s th rough their verbal inte r acti ons and opini ons.  Front -li ne food worke rs act as  ambassadors of local foods and can help create an impressi on of the importance behind choosin g local food b y deli verin g the messa ge to consum e r s. For inst anc e, a hun gr y UBC stude nt ma y appro a ch a work er at Trekke rs Express and consult the cashier asking, “What is fresh today?” The food worker may courteousl y repl y with recomm end ati ons for loc all y produc ed fresh gr een salad, or a sp ecialt y drink made wit h BC g ro wn fruits. As food wo rkers become food consu mers when the y pu rchas e food for themselves, the y S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 8  are also p art of the consum er population. In thi s way, food work ers hav e the opportuni t y to provide an ex a mpl e, all owing others to see what food choices the y mak e . This fact am pli fies the signific ance of educa ti n g food wo rkers about the importance of su pporting the loc al food sys tem.     Review of the Buy BC Campaign  In prepa rati on for ou r developm ent of an edu cati o nal campai gn on campus , we conduct ed a review of the “Buy BC” campaign, a food and beverage initiative managed by the BC Agriculture C ouncil , designed to ens ure the lon g- term economic viability of the province’s agriculture indus tr y (BC Agricult ur e Council ).  This review provided us with man y insi ghts int o the potenti al impacts and chall en ges inhe rent in a campaign design ed to incr ease awar eness and chan ge behaviour.  Impacts.  The Bu y BC campaign was desi gned to encoura ge c onsum e rs to purchase lo call y gro wn or produ ced food products in order to enh a nce the loc al econom y.  Membership in this progr am is large, with a ran ge of companies and associati on s from various agri cult ural sectors repres ented.  Through th e use of vario us logos (Bu y BC, BC Product, BC Grown, and BC Made), the pro gram ha s increas ed consum er awa r eness of food grown or produced in BC, and aids i n consum er identi ficati on of such items in gro cer y stores.  Man y of these pr oducts —over 5000 —a re avail able throu ghout the province, a nd in an in cre asing numbe r of stores (o ver 200 at pr esent).  At t his tim e, consum er reco gnit ion of the lo go is purported to be ove r 75 %, and the lo go has ben e fited in over $10 mill ion in media ex posure (BC Agr iculture Council ).  Drawbacks.  A downside of thi s pro gram is that there is no gove rnment fu nding av ail able;  thus, a user fe e is requir e d by all membe rs in orde r to cover op erati on costs .  The fee r an ges from $250/ ye ar for sm all companies to up to $3000/ ye ar for la r ge companies .  The fee assi gnment seem s S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 9  fair, as the cost incre ases with an increasin g numb er of empl o ye es (? ); however, the fee m a y diss uad e some smaller companie s from joini ng thi s pro gr a m.   Lessons for Our Campaign.  The Bu y BC Cam paign pro vided us wit h valuable information with which to design our own campai gn on UBC campus .  The use of a logo is a powerful tool wit h which to increas e consu mer awa ren ess of local p roducts, to enhanc e pr od uct identi ficati on, and to practi ce new pur chasin g behaviour.  Visi bil it y and reco gnit ion is ke y in inc reasin g consum e r awa r eness; the Bu y BC l ogo is cle ar, simpl e, and highl y visi ble, and thus is effe cti ve in its role .  In targeti ng consum ers at shelf level, whe re most pur chasing decisi ons ar e ma de (BC Agriculture Council ), the campai gn s im pli fies consumer decis ion -making, and in cre ase s the likeli hood of behaviour ch an ge.  Furth ermore, the us e of a lo go provides an opportuni t y for pro gram ev aluation —cons umer accept ance and program impact can be t racked relativel y sim pl y, for inst ance throu gh tall yin g the number of local products pur chased.    In order for membe rs to use the various Bu y BC l ogos, produ cts must sati sf y cert ain eligibi li t y requirements, such as bei ng 100% grown in BC, or having mo re than 51% of processi n g costs originatin g in BC.  Th e use of such requirements i s a cleve r wa y to ensu re t he achiev ement of program goals; in our campaign, fo r instance, we could enhanc e the like li hood of achievin g certain goals — such as ensurin g that UBCFS members sel l a mini mum percenta ge of locall y grown products —b y m aking th a t part of the crite ria for pr ogr am involvement.  Furt hermore, the Bu y BC campai gn off ers cl ear inc enti ves for membe rs, su c h as parti cipation in ex clusi ve promoti ons; incenti ves will be critical in ensuring participati on by UBCFS membe rs.  Fi nall y, the Bu y BC Campaign rewa rds desira ble behaviour (i. e., selli ng loc al foods) rather than penali z ing undesirabl e behaviour (i.e., sell ing i mported products).  This ensures that the membe rs can stil l make a profit on non -local foods, while en coura gin g membe rs to increas e their stock of lo cal products.  Lik ewise, ou r S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 10  campai gn shoul d all ow all UBCFS to sell a mix of non -local and loc al prod ucts, while encour a gin g an increas e in the latter.  Campaign Goal:  Educating the Workers  Our goal is to educat e UBCFS work ers on how to achieve a sust ainable fo od s ystem, in accordance with the AGSC 450 “Food Model.”  This goal is to be achieved in tw o ways:  throu gh t he dist ributi on of pamphl ets (Appendix A ),  and throu gh a lo cal foods comp eti ti on (See Design of Campaign secti on).  Basi ng the competit ion on the criteria of sust ain abil it y, nutrit ion, taste, price and consum er respons e will be an ef fe cti ve wa y to co mm unicate the importanc e of each asp ect of food sust ainabili t y.  Th e edu ca ti on of the workers wil l encompass ecolo gic al, soc ial and economi c aspects of sust ainabili t y.  Ecological.  In corpor ati ng loc al foods int o the UBCFS is important in att ai ning ecologi cal sust ainabili t y.  Each ph as e which food passes thro ugh —f rom planting to gr owing to pro cessi n g to retaili ng —p roduces a negati ve side eff ect (Pr ett y 6).  There fore sho rtenin g the path from the farmer to the consum er has man y benefits (Prett y 6); for inst ance, loc al foods off er a reduced tr avel distance, and there fore reduc ed po ll uti on, as well as increas ed freshn ess and reduced need for prese rvati ves (MacN air 9; Prett y 6).    Social.  P urchasing fresh local produce when the y are in se ason ma y also b e more nutrit ious, as the nutrie nts avail able var y dependin g on the season (i.e. aspa ra gus and spinach) (Ma cNai r 9).  Providing  foods with inc reased nutrit ional valu e will comm unicate the me ssage of the importan ce of a healt h y di et; specificall y, a healt h y diet consi sts of a variet y of foods from each food group.  Include d in our pamphl et is a list of seasonal foods, and a variet y of foods from vari ous food groups that can be gro wn in BC.  An addit io nal benefit is that providing foods that s ati sf y cust omer demand wil l link the UBC food s ystem to its communi t y.  Support of th e local farmers from the UBCFS will also conne ct the farme r to the comm u nit y.  S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 11   Economic.  P ur chasin g local foods supports our local farmers and creates more jobs, which is beneficia l to BC’s economy (Pretty 6).  Mo reove r , int roducing fair trad e pr ices to our local farmers will all ow the farmers to be economi c all y stable.  At the present tim e, the main chall en ge fo r fa rme rs is to be economi call y via ble (MacN air 11); ther ef ore, redu cin g the number of middl emen workers invol ved in gett in g food from the ground to the mout h will all ow farmers to gain a lar ge r shar e of the profit .  Providing fair pri ces for farme rs wil l allow farme rs to focus on im proving sust ainable farmi ng prac ti ces , which ar e ben e ficial to the environment and to their farms (M acN air 11 -12).  In addit ion, p roviding information to the workers about the pri ce diff eren ce betw een lo cal and non -loc al foods will make UBC Food Se r vices more awar e of the feasibi li t y of providi n g l o cal foods in their outl ets.     Design of the Campaign The inspiration for our campaign was drawn from the culinary competitiveness of the “Iron Chef” competit ion .  The UBC Loc al Food Cook -o ff will set 5 teams to com pete against each other based on their skills and creativity in the kitchen.  These teams will represent UBC Food Services’ five lar gest food outl ets o n campus : Place Vani er, Totem, 99 Chairs, Sage Bist ro and Pacifi c Spirit. Each tea m will consi st of 4 people who will be ask ed to formul ate a sp ecial menu entrée based on severa l criteria.  Th e mai n principl e bein g that all ingredi ents used in the dish must originate locall y, as defined earlie r in this proposal.  Ther e ar e no ex cepti ons to thi s local food rule, besi des the use of seasoni ng in gredients suc h as salt and peppe r, whi ch will be permitt ed .  Th erefo re, thes e dec adent dishes can boast to be the product of BC’s local food system and be advertised as such to the consum er.   The featured menu items will be in competit ion with each other ov er the co urse of one week.  Throughout this tim e, ap point ed judges will make their wa y around to the various venues and samp le each team’s local dish.  As mentioned, there will be several criter i a  looked at b y the jud ges and eac h S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 12  team’s local food menu item will be review ed and compared based on th ese criteri a. Adv ertisi ng of the spec ial menu item wi ll also be the responsi bil it y of the UBC FS venue and will be consi dered as a part of the jud gin g crite ria (Table 1).  S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 13  Table 1: Suggested judges of local food menu items, as well as the criteria measured by each judge. Judge Area of Expertise Specific Criteria Example Score Alej and r o Ro j as  Co ur se In str uc to r , AG SC 45 0 . Land , Foo d and Co mmu n it y  Sus tainab il it y   -  T he loca lit y of the me n u ingr ed ie nts   Out of 40  Mia Stain sb y   Vanco u ver Sun Ne wsp ap er Foo d Critic  T aste  -  Per so nal j ud g me nt  on sen so r y value o f mea l   Out of 20  Jac kie Ehler t   UB CFS Per so nal Wellness Pro gr a m Dietician  Nutr itio n  -  Nu tr itio nal val ue of the  mea l  Out of 20  Jim Ver ca mmen  Foo d Eco no mic s Pro fesso r  Price/Af fo r d ab ilit y  -  Price of men u ite m  -  Cost o f me n u ite m  Out of 10   And r e w Par r  UB CFS Dir ec to r  Cu sto mer Resp o nse / Mar ketin g Ca mp ai g n  -  Nu mb er of mea ls so ld  -  Re ven ue fro m mea ls  Out of 10   The campai gn itself must also be adve rtised throu ghout campus and thi s will be done via classroom announc ement s made b y AGS I 450 stu dents as well as post ers strate gicall y plac ed aroun d campus and at UBCFS venues (App endix B to D ).   The announc ements wi ll be targeted at lar ge classes throu ghout camp us and occur at the begin ning of cl ass wit h approv al of the inst ructor.  A post er wil l also be used as an overhe ad ima ge to assi st in thi s short presentati on informi ng students about the UBC Loc al Fo od Cook-off.   It is also the goal o f this campai gn to insti ll local food awar eness and educ a ti on in all food worke rs, includi n g those who are not dir ectl y invol ved with the food planning and prepa rati on.  This will be  accompl ished thr ough the provision of pamphl ets to the UBCFS outl ets which will describe the importance of lo cal food, and what se ason ce r tain foods are avail able from BC ( Appendix A).   These will also serve as useful ref eren ces to supp l y the wo rkers wit h an in formation base which ca n be readil y conv e yed to th e custom er durin g the loc al food competit ion, as well as in the future.   In addition, UBCFS workers will each be given five “50% off local meal coupons” for each of the five competin g venu e s.  This will all ow them to sample some of the loc al food cr eati on s for a reduced price. Furthe r ed ucati on will be suppl ied to the workers as well as t he consum ers throu gh an information boot h which will rotate dail y between the five food outl ets, thro ughout the week -lon g competit ion.  This boot h will have a volunt eer rep resentative of th e AGS C 450 class who wil l be abl e S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 14  to provide information about the local food s yst e m as well as the UBC Lo cal Food Cook-o ff.  In addit ion, a worker from t he UBC farm will assi st in mana ging th e booth an d repres ent local food gro wers. Th e booth wil l be equipped wit h the pre vious l y mentioned UBC Loc al Food Cook -o ff pamphlets, as well as aprons and buttons adorned with the “UBC Local Food C ook -off ” logo for sale. Of cours e, competit ions tend to boi l down to who wins, and thi s honou r go es to the team that receiv es the most points from the judges, in total.  The winning team will receive an impressive “UBC Loc al Food Champi on ” trophy to proudly display in their venue as well as a $400 cash prize to spl it among the team member s .  The team that pl ac es s econd will rec eive a $20 0 cash priz e. Members of all teams will receive UBC Loc al Food Cook -of f aprons for pa rticipati ng in the event.  In the end though, a s a participant i n the UBC Loc al Food C ook-off no one loses bec ause the goal is to incre a se aw ar eness about the imp ortance and feasibi li t y of using local foods, which is a rewa rd for ever yon e invol ved.    Steps of Action Required to Implement the Campaign a) By/with Whom?   UBCFS has ini ti ated step s towards a sust ainable food s ystem throu gh supp orti ng local foods.  Not onl y  has it comm it ted to increase th eir purch a ses of local food product s, it has also modi fied its mission statement by including a “sustainability clause”, partly based on the suggestions of the previous AGS C 450 clas s (2004 spring group 9).  The nex t crucial step is for UBC FS to communi ca te its vision and objecti ves in supporti ng local food t o all its workers.  UBC Food Services and AGSC 450 stude nts (2006 spring) will work together in organiz ing a la r ge -s cale educati onal campai gn, which includes a loc al fo od Cook-off , designed to increase UBCFS workers’ awareness of the benefits of re-loc ali z ati on of the UBC food s ystem.  The t ar get popul ati on will be the 480 full -ti me and part -ti me food services wo rke rs empl o ye d b y UBCFS , including man a gement and purchasin g pe rsonnel, supervisors, kitchen staf f , and front -li ne wo rkers.   S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 15   The ke y to launchin g a successful campai gn is to rall y the mana ge m ent an d purchasin g personnel of UBCFS to full y support the cause; en abli ng them to pla y a maj or and pivot al role in deve lopi ng food procu re ment guidelines to suppo rt sust ainabili t y.  Once th is is done, the y will work towards educ ati ng th e kit chen staff in s electi n g an d using more loc al foods while planning menu s . Finall y, th e front line wo rkers, who have dire ct co ntact wit h the custom ers, will be oriented wit h the benefits of a sust ainabl e food s ystem and the lo cal foods used in various me nu items.  The y will also be responsi ble fo r educ ati ng custom ers in makin g sust ainable food purch as e choices.   b) When?: The sprin g 2006, AGS C I 450 class will have 5 weeks to implement the ca mpaign and we recomm end that all the pl anning and prep arati on wil l be compl eted in the fir st two weeks.  Durin g the thi rd week the comp eti ti on will take place , and the fourth and fi ft h week wil l be appli ed towards awa rdin g the priz es, and all owing students to fina l iz e their report and pr ese ntation.  We have provided a c ontact list for those pe ople menti oned througho ut this paper whom we feel would pla y a signi fica nt role in this campai gn (Ap pendix B) During  th e first week , as earl y as poss ibl e, the ca mpaign or ganiz ers (AGS C 450 students ) shoul d contact local food companies and related governmental agencies to secure possi ble sponsorship and funding for the campai gn.  Nex t, the y shoul d get in conta c t wit h Andrew Parr from UBCFS to ar ran ge for fu nding of the campai gn.  The judges for the UBC Loc al Food Cook -o ff competit ion should then be contact ed and ask ed if the y are will in g/able to j udge th e competit ion .  A worke r from UBC farm , such as Mark Bomford (Progr am Coordinator for UBC Farm), shoul d then be contac ted and asked to h elp at the information bo oth to answer questi ons and provide information about l ocall y produced food .  The five lar gest UBCFS cooking facil it ies that have be en sele cte d to participate in the Cook -o ff competit ion then have to be informed about the competit ion and the rules .  The  nex t step would be to print posters, pamphlets, overheads , and 50 % off local me al coupons an d S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 16  order the butt ons and ap r ons.  Juliana Campbell can be conta cted con cerni ng printi n g, as  she curr en tl y fills thi s role for UBC Fo od Services .  As an ex ampl e for suppl iers, butt ons can be sour ced from “Listowel” , aprons from “Brymark Brand and Deliver” , and t he trophy can be ordered from “Winni ng Trophies & Engraving Inc.” ( App e ndix B). Durin g and afte r the orde rin g/purchasin g of suppl ies, the budget h as to be revi ewe d to ensure that ther e ar e sufficient funds av ail able for thi s campai gn.  Aft er the overhe ads are printed , stud ents should make announcements at the begi nning of lar ge cl asses, wi th permiss ion of the inst ructor, to advertise the UBC Loc al Food Cook-o ff co mpetit ion. During  th e second week, a meeti n g shoul d be set up with the judges to dis cuss the judgin g pr ocedur e and criteria.  The 50% off m eal coupons , butt ons , aprons and edu cati onal pamphlets shoul d be dist ributed to all of the 480 UBC FS food work ers.  The post e rs should be distribut ed to the UBC FS venues and also pla ced st rate gicall y around campu s (i.e. Student Union Buil ding, main entr ances to the various f a cult y buil di ngs , UBC bus loop).  An AGS C I 450 studen t and a worke r from UBC fa rm have to plan and set up for the information boot h that will run throughout t he thi rd week, du ring th e competit ion . During  th e third week the UBC Lo cal Cook-off competit ion wil l take place concur rentl y at the 5 selected venues and the competit ion wil l run for the enti re week.  Duri ng thi s time, the information boot h shoul d rotate dail y betwe en the venues.  The jud ges will have to go around to eac h venue and award point s based on the criteria the y are jud gin g.  At the end of the week th e y have to combi ne their point s and decide on a winner. The Monda y of the fourth week the winni ng team will be announced and the first and second place te ams can be awa rd ed their priz es.  If the campaign gen erat ed a pro fit, a Lo cal Food Cook -o ff Fund shoul d be cr eated at this tim e (See Budget secti on).  The fifth week will be all ocated towards all owing the AGSC 450 students to finali z e their report and/or pr esentation .  c)  Where?:   S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 17  UBC Loc al Food Cook-o ff will be conduct ed conc urrentl y at the five main cooking facil it ies opera ted b y UBC FS — P lace Vanier Residen ce, Totem Park Residence, Sa ge Bist ro, 99 Chairs and Pacific Spirit Place in the Student Union Buil ding.   d)  How?:  Techniques of dissemination.  As d escribed previously (See “Design of Campaign” section).  Budget  Based on ou r finan cial budget plan, thi s Loc al Fo od Cook-off event would creat e a net cost of $ 530.70 ; in other words, it would need a fundin g of $530.70 from UBCFS .  The rev enues take int o account any profit gained through apron sales; these aprons would be imprinted with the “Local Food C ookoff ” logo (Appendi x E).  With the assum pti on of sell ing 100 ap rons, we would be abl e to ge n erat e tot al revenu es o f $1300. Bas ed on the ass umed scale (as outli ned in the Design of the Competition and Appendix C), the tot al ex penses are calculated to be $153 0.70 .  These ex penses include the f oll owing:  the printing cost of posters, the ‘ 50% of f Local Me al ’ coupons for wo rkers, pamph lets, and overh ead s; the producti on cost of aprons, buttons, and trop h y; as well as cash p riz es.  The itemi z ed breakdown of these indi vidual costs can be found in Appendi x D.   The  lar gest sha re of th e ex penses comes from cash priz es tot ali ng 39% (as o utl i ned in the Design of Campaign ), foll owed by th e producti on cost of aprons (19 %), an d the print ing cost of pamphl ets (18%).  The outl ets will each be provid ed with 2 lar ge post ers and 8 small post ers to promot e the event.  Ex tra post ers (15 lar ge and 60 sma ll ) wil l be made to be post ed around the campus .  Five ov erhe ads of the poster will be print ed for the La nd, Food, an d Com muni t y students to promot e the event in various classrooms.  Each te am is responsi ble for the selecti on and pur chase of their required food suppl ies.  The ex pense of the food purchases, and th e re venue throu gh the sal es of Loc al Food Cook-o ff me als are consi dered to b e part of the regular busi nes s of the UBC FS .  S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 18  In order to decr ease fund ing requi rements (n et loss, Appendix A) from UBCFS , we rec omm end fu rther conta ct wit h the local food co mpanies and rel ated gove rnmental agen cies to sec ure possi ble sponsorship and funding.  If the sponsors hip and funding ex ceeds the amount needed to co ver the required funding, we recomm end to sett in g up a “Local Food Cook - off Fund”, which will functi on as a savin gs account to al low thi s event to be repe ated in the future; this ev ent could thus pot enti all y operate inde finitel y in a sustainable manner.  Conclusion & Recommendations  The food work ers empl o ye d throu gh UBC FS pla y an important role in the food s ystem at UBC; as both worke rs an d consum ers, it is crit ical that the y develop an awa reness of the need for re -locali z ati on on campus .  The campai gn outl ined above aim s to aid the movement toward a sust ain ab le food s ystem on campus , as ini ti ated by the UBC Food S ystems Project .  By designin g thi s campai gn —to be impl emented b y the students of t he Agricult ural Scien ces 450 class of 2006 —we hope to educat e food wor kers on the ben efits of us ing locall y grown and pr oduced foods in their menus; this will , we hope, encour a ge an incr ease in the number of local fo od items avail able at UBC .  By  bein g pro acti ve in this manner, UBC can — in i ts small wa y —blunt the impact of the global food s ystem, and wo rk toward the lar ger go al of an ecol ogic all y, soci all y, and ec onomi call y sust ainable food s ystem.     To conclude, we off er various recomm endati ons for both the students of the AGS C 450 2006 class, as well as UBC Fo od Services: Recommendations for the AGSC 450 class, 2006 spring students  F oll ow the su ggested timeline, start the proje ct as earl y as poss ibl e, and act ivel y sour ce fo r sponsorships (e.g. lo cal food suppl iers) to help mini mi z e the cost of implementing the educati onal campai gn S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 19   W ork closel y with UBCFS in planning, or g aniz ing and implementi n g the educati onal campai gn   C hoose and develop a marketi n g strate g y that ens ures a good fit betw een t he go als of the educati onal campai gn an d the resourc es and needs of the UBC FS and their workers  Moni tor and evaluate wh ether the edu cati onal ca mpaign has accompl ishe d its goals and result ed in an y ch an ges i n att it udes, knowledge an d practi ces o f the UBCF S workers  C onsi der ex panding the scope of the competit ion to invol ve AMS Food and Beve ra ge Departments Recommendations for UBC Food Services  Make a comm it m ent to educate and in cre ase awar eness of the benefits of local foods to empl o ye es and consum er s by incorpo rati n g the ed ucati on pro gram into em plo ye e orientation and on- goin g traini n g ses sions  C onsi der making thi s ed ucati onal campai gn an an nual event when pl anning UBCFS bud get  C onti nue to increase the percent a ge of lo cal food usage in all UBC FS food outl ets  Ex plore opportuni ti es for ex ist ing partners/suppl iers to p articipate via spons orship (i.e. apron donati ons or gift certific a tes for competit ion priz es )  Allocate an y pro fits gene rated from the educ ati onal campai gn towa rds pro mot ing local food products in the future. S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 20  W orks Cited  BC Agricult ure Council .  2005.  The Best Thi ngs i n Lif e ar e BC .  7 March 2005. htt p:/ /www.bcac.bc. ca/b u ybc   Br ymark Promoti ons Inc.  2004.  Bott le Apron .    17 March  2005.  http:/ /br yma rk.promoc an .com/ LineN ames.htm ? CD=2380& ID=19114  Halweil , B.  Home Grow n:  The Case for Lo cal Food in a Global Market .  Ed. Thomas Prugh .  MA:  Worldwatch, 2002.  Kloppenbur g, J ., J . Hendrickson, and G. W. Stevenson.  “Coming In to the Foodshed.”  A gricult ure and Human Valu es 13.3 (1996):33 -42.  List owel Trophi es .  2005.  Custom Butt ons .  18 March 2005.  http:/ /www.li stowelt rophies.com/ cata lo g.php? f_acti on=prod_detail& f_prod uct_i d=155  MacNair, E.  A Baseline Assessment of Food Security in British Columbia’s Capital Region .  CR-FA IR , 2004.  Prett y, J .  “Some Benefits and Drawbacks of Local Food Systems.”  Briefing Note for S ustain AgriFood Network, Nov 2 n d .  London:  Agri Food Network, 2001.  Prett y, J ., C. Brett , D. Gee, R. Hine, C. Mason, J . Morison , M. Rayment , G. Van Der Bij l , T. Dobbs.   “Policy and Practice:  Policy Challenges and P rior it ies for Internali z ing the Ex ternali ti es of Modern Agriculture.”  J ournal of Environmental Planning and Mana gem ent 44.2 (2 001):263 -283.  Richer, L.  Paths Toward s a Just, Sustainable and Food Secur e UBC Food S ystem:  2004 UBC Foo d S ystem Project (U BC FS P ) Report .  Vancouv er:  UBC Offi ce of Campus Sustainabi li t y, 2004.   Staples Business Depot.  2005.  Cop y and Print Ce ntre Price List .  19 Mar c h 2005.  http:/ /www.staplescop ya ndprint.ca/i mages/price_l ist .pdf  Winni ng Trophies and Engr aving Inc.  2002.  Eu r opean All Metal Cups .  18 March 2005.  http:/ /www.winni ngtroph ies.com/ im ages2/s chool/ cups3.j pg  S cenario 3: Educ ati ng th e UBC FS Workers AGS C 450, Group 9 21  Appendix A  Pamphlet  ³Be a Local Star Buy and Cook Local´ Scenar io 3: Educa tin g t he UB CFS Wo r ker s  AG SC 45 0 , Gro up 9  Appendix B Budget Sheet For ³Loca l Food Cookoff  ´  UBC Food Service    Budget Enterprise for "Loc a l Food Cook Off"    1 0 - Sep - 05      Revenues:    Apron S ales  $           1,00 0.0 0      Total Revenues    $  1,000.00        Operational Expenses:    Prizes -  Cash  $              600.00   Cost of aprons  $              286.80   Pamphlets  $              275.00   Cost of butto ns  $              156.40   Posters  $              137.50   Champion Trophy  $                50.00   Cost of printing "50 % off Local Meal "  Cou p ons  $                20.00   Overheads  $                  5.00      Total Expenses    $  1,530.70     Net Cost   (53 0 .70 )  Scenar io 3: Educa tin g t he UB CFS Wo r ker s  AG SC 45 0 , Gro up 9  Appendix C Unit Price and Assumptions  for  Each Revenue and Expense Scenar io 3: Educa tin g t he UB CFS Wo r ker s  AG SC 45 0 , Gro up 9  Appendix D Breakdown of Expenses Scenar io 3: Educa tin g t he UB CFS Wo r ker s  AG SC 45 0 , Gro up 9  Appendix E Sample Poster and Logo For  ³Loca l Food Cookoff  ´ Scenar io 3: Educa tin g t he UB CFS Wo r ker s  AG SC 45 0 , Gro up 9  Appendix F  Contact List L ast  First  Role  Contact  Alternate Contact  Parr  Andrew  Director -  UBCF S  Bomford  Mark  Program Coordinator, UBC Farm  Rojas  Alejandro  Course Instructor, AGSC 450  Stainsby  Mia  Food Critic for Vancouver Sun Newspaper  Ehlert  Jackie  UBCFS Personal Wellness Program Dietician  Ver cammen  Jim  Food Economics Pro fessor  Campbell  Juliana  UBCFS Foo d systems printing       Company Name  Supplies  Contact  Listowel  Butt ons  http://listoweltrophies.com/catalog.p hp?f action=prod detail&f prod uct id=15 5  Brymark Brand & Deliver  Aprons  http:// brymark.pr omocan.com/LineNames.htm?CD=2380&ID=191 14  Winning Trophies & En graving Inc.  Troph y  http:// www. win ningtrop hies.com/sport.html       Note: Inclusion on this list does not indicate that the person h as been made aw are of this project at this point.  Scenar io 3: Educa tin g t he UB CFS Wo r ker s  AG SC 45 0 , Gro up 9   


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