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Promoting education and awareness for local food systems Chan, Carmen; Forte, Christy; Ito, Kiyomi; Mayrand, Sabrina; Richardson, Andrée; Van Peteghem, Darcie; Wong, Joyce 2006-04-14

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UBC Social Ecological Economic Development Studies (SEEDS) Student Report       Promoting Education and Awareness for Local Food Systems Carmen Chan, Christy Forte, Kiyomi Ito, Sabrina Mayrand, Andrée Richardson, Darcie Van Peteghem, Joyce Wong  University of British Columbia AGSC 450 April 14, 2006           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 Scenario 4:   Promoting Education and Awareness for Local Food Systems          Carmen Chan, Christy Forte, Kiyomi Ito, Sabr ina Mayrand, Andr ée Richardson,  Darcie Van Petegh em & Joyce Wong  Agsc 450 Group 14 April 14, 2006   1  TABLE OF CONTENTS  Abst ract ……………………………………………………………………………………………2  Introdu cti on ………………………………………………………………………………………..2  Problem Definiti on ………………………………………………………………………………...4  Significanc e of Re - Local iz ati on …………………………………………………………..5  Visi on Statement and Value Assum pti ons ………………………………………………………... 6    Group Reflecti ons ………………………………………………………………………....6  Value Assum pti ons ………………………………………………………………………..7  Methodolog y ……………………………………………………………………………………....7   Assigned Sub -S ystem ……………………………………………………………………..8  Findi ngs and Discussi on …………………………………………………………………………..8  Educational Campaign Materials………………………………………………………….8 Loc al Food Fair Ev ent …………………………………………………………………...12 Digit al Picture Booth …………………………………………………………….13 How Local Can You Thr ow? ............................................................. ...................13 Apple B obbin g Contest …………………………………………………………..13 Basket Toss ………………………………………………………………………14 Other Relevant Information……………………………………………………...14 Acti on Plan ………………………………………………………………………………14 i)  W ho ………………………………………………………………………...14 ii)  W here/W hen ……………………………………………………………….15 iii)  How ………………………………………………………………………...15 iv)  Budget……………………………………………………………………...16 v)  Timeline……………………………………………………………………16 Recommendations………………………………………………………………………..17  Conclusi on ……………………………………………………………………………………….18  R eferen ces ………………………………………………………………………………………. 19   Appendix A:  Educational Campaign Materials……………………………………………….... 21  Appendix B:  Local Food Fair Advertisement Poster…………………………………………...26 Appendix C:  Budget.……………………………..…………………………………………... ... 2 7     2  ABSTRACT   UBC food s ystem can be used as a model to impr ove the sustain abil it y of t he food s ystem at a global s cale.  The current sit uati on in ou r global food s ystem is not sust ainable, and re -locali z ati on of food supp l y has man y benefits ecol ogic all y, so ciall y, and ec onomi call y.  Our t ask, as part of the UBC Food Service Proje ct (UBC FS P ) was to evalu ate the pr oposals of AGS C 450 2006 groups (Sc enario 3) and to desi gn an ef fecti ve educ ati onal campai gn to incre ase awa reness of the bene fits of local food purchasin g on UBC campus .  Our edu c ati on al campai gn, tar geted for all UBC food consumers, was developed based on our “Buy Fresh Buy BC” slogan.  In addition to educational materials such as logos, posters, and a pamphlet, a “Local Food Fair” was organiz ed as a Food Wee k event, whi ch will be i mpl emented b y a hired coordinator from AGS C 450 and student volunt ee rs from the fa cult y.  This pape r includes:  a probl em definiti on and the significan ce of re-lo cali z ati on; discussi on on the visi on statem ents and our value assum pti ons; methodolog y; detail ed descriptio ns of the eleme nts of our educati onal campaign, includin g the educati onal materi als, the fair, a timeline, a propo sed budget; and recomm endati ons for UBC FS P coll aborators and AGS C 450 2007 class. INTRODUCTION   Over the past decad e, aw arenes s for eati n g healt hier, more balan ced di ets have inc reas ed dramaticall y in North American so ciet y.   A cur rent trend in the consum er food mark et is re -locali z ati on of the food s ystem, which invol ves reconne cti ng with the local comm unit y so that producti on takes plac e in the region that it is sold and consum ed, b y empha siz ing the importance of local foods.  Mor e pe ople ar e starti n g to reco gniz e the flaws of our current food producti on and dist ributi on s ystem.  Although providi ng en ough food fo r the populatio n ex plosi on was a gr eat ac compl ishm ent in the last centur y, the curr ent food s ystem is not ecologicall y sust ainable  3  (Lan g and Heasman 20).  Consequentl y, great int erest has been gene ra ted in obtain ing and producin g local foods.  The consum pti on of locall y produc ed foods has ma n y posi ti ve influences on the environment and comm unit y ( Lan g and Heasman 242), as will be ex ami ned in this Food S ystem Project (FS P ) paper.   The UBCFS P was laun c hed as a coll abor ati ve, comm unit y-b ased project to assess and enhanc e the sust ainabili ty of the UBC food s yst em.  The task thi s ye ar in Scenario 4 was to develop an edu cati onal campaign to promot e loca l food.  Our group has decided to define local food as food that is cult ivated, pro cessed and pro duced withi n the provinc e of B ritis h Colum bia (B.C .). Certain foods that are not avail able in B.C. are to be sourced closest to the intended desti nati on for the particular food.  We beli eve in looki ng past poli ti cal boundaries and, inst ead, evaluate the actual “food miles” since the di stance travell ed b y food can impact ecolo gic al healt h as well as food qu ali t y.   Our camp aign will consi st of various educ ati onal and marketi n g mate rials in addit ion to promot ional events, tar ge ti ng all food consum ers on UBC campus including students, facu lt y and staff.  UBC campus is an id eal loc ati on to model our Food S yste m Project sinc e it is a microcosm of the global food s ystem.  We beli eve that thi s project will be a stepping -stone for int roducing the con cept of re-loc ali z ati on.  It is essential to first increase awar eness and int er est in order to gener ate supp ort from withi n the comm unit y in orde r to grow in scope and gradu all y be adopted b y th e la r ger comm unit y. This pa per includes:  a probl e m definiti on and the significan ce of re-lo cali z ati on; discussi on on the visi on statem ents and our value assum pti ons; methodolog y; det ail ed descriptio ns of the ele ments of our edu cati on al camp aign, includin g educati onal mate rials, the fair, a timeline, a propo sed budget, and recomm endati ons for UBCFS P coll aborators and AGS C 450 2007 class.  4  PROBLEM DEFINITION   The need to improve th e sust ainabili t y of the UBC campus food s ystem has been well reco gniz ed.  Changes we make to this s ystem can demons trate a promi sing model for the global food s ystem.  UBC food s yst em, s erving app rox imatel y 50,000 people ev er yda y, oper ates in a manner that closel y ref lects the curr ent trends in the global food ma rket (Rojas, personal comm unicati on).  In the current global food s yst em, a typi cal food item travels betwe en 2500 and 4000 km (Halweil 23).  This produces wide - ranging ‘externalities’ including damages to environmental and huma n healt h as well as nega ti ve social and economi c impacts (Prett y et al 264).  Moreover, a major disconnect between far mers and consum ers, and between consum ers and the environment has result ed because consu mers often do not know where their food came from or how it was produ ced.   The con cept of re-loc ali z ati on of the food s ystem emer ged as a potential s olut ion to thi s problem.  UBC food pro viders, such as UB C Cat ering and Sa ge Bist ro, as well as the AMS Food and Bev era ge Dep artme nt have alre ad y ini ti ated various steps towards su pporting locall y grown food.  In addit ion, UBC Natural Food Co -op has been founded as a student ini ti ati ve that encoura ges campus sus tainabil it y b y supportin g the UBC farm and loc al producers ( Sprouts ).  Although re-loc ali z ing t he UBC food s ystem presents man y opportuni ti es, there is a major barrier in movi n g fo rwa rd.  For thi s re -loc ali z ati on to be feasibl e, UBC consum ers ne ed to be wi ll ing to pa y mor e to purchase local foods. However, it is beli eved th at most UBC students, facult y members, and st aff hav e limi ted awaren e ss about the benefits of eati ng, supportin g and bu yin g loc al (Riche r 74).  The refo re, ou r edu cati onal campai gn was des ign ed to inc reas e awar eness of loc al food s on UBC campus and to increase th e number of people will ing to support the campai gn fo r re-loc ali z ati on.     5  Significance of Re-Localization  The term “Food Miles” is meant to describe the distance traveled between prim ar y produc e r and end consum er (Lan g & Heasman 235). Now, with our food trav eli ng further th an ev er, thi s “national food supply-s ystem uses 4- 17 times more fuel than did the localized system” (Land & Heasman 237).  Bu yin g local BC foods can help reduce thi s dist ance tra veled by food, and in addit ion the ener g y used during tr ansport.  As the food suppl y chai n lengthens, the amount of responsi bil it y acc ept ed towards the land by consum e rs cont inues to dwindle due to their lack of associat ion with the int ric ate processes required to cult ivate the land, and other methods used in food producti on (HBP G 25; Halweil 23). Such an att it ude will not sust ain the environment, as people and their environment are int rinsicall y conn ect ed (He aseman & Lan g 216). Bu yin g loc a l food s, gives consum ers the opportuni t y to reconne ct with the food s ystem in two wa ys ( Fa rm Folk C it y Folk ). First, se ein g where their food come s from, and having the farm ex perience, is one invaluable wa y of reconne cti ng people with the land, and their p rodu cer (HBP G 25). Second, making th e choi ce to bu y local wheth er it is from the farm, a farm market, or the supermar ket, demons trates the awar eness and responsi bil it y felt b y the consum e r ( Fa rm Folk Cit y Folk ).  In just a period of 6 short ye ars, the numbe r of farmlands in BC has decr eased 7% as a result of bankruptc y (M ini str y of Agricult ur e an d Lands ). Howev er, it is necessar y to prote ct these rich agricultural l an ds from u rban developm ent in ord er to secu re a sustainable food s ystem (Fr aser Basin 2). BC agricult ur e also creates bil li ons of doll ars as well as provides 33,00 0 employment opportunities, supporting BC’s local economies (Fraser Basin 2). Buying local, of course, pl a ys a paramou nt role in sust aini ng thi s s ystem as the demand for local food in cre ases the value of farmland.  6  VISION STATEMENT and VALUE ASSUMPTIONS  Group Reflections  The guidi n g principles, developed in both acad em ic and plain langu a ge ve r sions , ex plain the importance of a sust a inable food s ystem.  Although the versions do not coordi nate all of their statements in numerical order, we felt that compa ring them in a tabular for mat was the best wa y to report our discussion on the principles.  The following are our group’s reflections and recomm endati ons (ple ase note the itali ciz ed font in dicates our su ggesti ons) :  Academic Version Plain Language Version  The overarching goal of a sustainable food system is to protect and enhance the diversity and quality of the ecosystem and to improve social equity, whereby: W e agr ee wit h wh er e thi s over ar chin g go al i s place d . We fee l all  plain lang u age state me nts  reflect this.  1. Must protect and enhance the diversity and the integrity of the natural ecosystem and resources that supports it. We agr ee wit h bo th ver sio ns.  1. Food is locally grown, produced and processed. 2. Relies on local inputs when possible, where inputs and waste are recycled and/or composted locally. We agr ee wit h bo th ver sio ns.   2. Waste must be recycled or composted locally. 3. Is a secure system that provides food that is affordable, available, accessible, culturally, ethically and nutritionally appropriate, and safe and can adapt to change. T his is well co mmu n icate d in #3,  6,  and 7 of the plain lan g u age guid eli ne s.  A fe w prefer r ed  the acad emic ver sio n bec ause  it enco mp as ses  t he co nce p t o f food security and doesn’t need to b e si mp li fied .  O ther s li ked in the si mp ler  lan g uage .  Over all we a gr ee d  wit h t he me ssa ge, a ltho u g h so me felt it see med idea l istic  and per hap s unr ea li s tic  fo r each asp ec t  to be achieve d .    3. Food is ethnically diverse, affordable, safe and nutritious. 4. Nourishes the present generation to provide for healthy diets that do not compromise the food security of present or future generations. W e like the c han ges mad e to this fro m la st yea r .  T his co nce p t is well co mmu n icate d i n #3 of the plain la ng ua ge ver s io n.  4. Providers and educators promote awareness, understanding and personal responsibility among consumers about cultivation, processing, ingredients and nutrition.    5. Nurtures feelings of community and promotes enjoyment of food around the food table. A few in the group felt “promotes enjoyment” to be vague, and wo nd er ed what i t mea nt.  We prefer the wo r d in g i n plain lang ua ge and fee l it is grea t fo r enha ncin g so cial su stai nab ili t y.  5. Food brings people together and enhances community. 6. Fosters awareness, understanding and personal responsibility within the community of every component from production to disposal. 6. Is produced and consumed by a socially and ecologically conscious community (delete p r o d uce r s ) whether imported or local.  7  W e liked this princ ip le and much prefer r ed the up d ated wo r d in g.  T he plain lan gua ge ver sio n #4 me ntio n s a war en e s s but leave s out und er sta nd in g a nd per so nal resp o nsib ilit y, wh ich our gro up felt wer e i mp o r ta nt co mp o ne nt s of the princip le.    7. Contains a balance of imported and local foods that come from socially and ecologically conscious producers to ensure long-term financial viability. I mp o r ted fo o d s no t mentio ned  in the plai n lan g uage  ver sio n.  We believe it  sho uld be ,  as the r e will al wa ys be so me i mp o r t ed fo o d s ( e. g. co ffee ) , ho we ver , imp o r t s sho uld be fro m so ciall y, e co no micall y  and e nvir o n me n tall y co n scio u s pro d uce r s .  7. Providers pay and receive fair prices  W e wo nd er ed if thi s po i nt wa s co n flict in g wit h #3 , wh ic h ad vo ca tes a ffo r d ab le fo o d ?  Can the two princip les co - e xist?   8. Consumers, food workers and educators at UBC are made aware of the reciprocal impacts that the UBC food system has on surrounding food systems. So me gro up me mb er s a sked ho w t his wa s to be acco mp lis he d .  S o me tho u ght it wa s red u nd an t to #6  in the acad e mic ver s io n .  We came to a co nse ns u s that  a war e ness i s the firs t step to mak in g a differ ence a nd believe thi s princip le sho uld be #1 , as a war e ness mu st e xis t befo r e other step s can be ta ken .  8. Members of UBC community are aware that the UBC food system has impacts on surrounding food systems.  Value Assumptions  Our group consi sts of quit e a cult ur al and educ ati onal mix ; we are Can adian, Chinese, J apanese and It ali an stu dents majoring in Dietet ics, Nutriti onal Science, and Animal Scien ce .  Bec ause we ar e fourth ye ar students in the Facult y of Land and Food S yste ms, we reco gniz e that it is difficult for us to evaluate the prin cipl es in an unbiased manne r.  We have a stron g understandin g of sust ain abil it y and ecologi cal iss ues.  Th e UBC campus supports a movem ent towards sust ainabili t y  (f or ex ampl e, sti ckers nex t to lights, post e rs advo c ati ng compos ti ng and rec ycli n g etc.) which ha s pla yed a signific ant role in shaping our values, our acti ons in the comm unit y and our opini on s about the guidi n g pri ncipl es. METHODOLOGY W e reviewed all of the 2006 recomm ended resou rces fo r scen ario 4 as well as all of thi s scenario’s group papers from 2005 in order to decide on what to include in the educational campai gn.  Details on ou r rati ona le fo r the camp a ign elements and event are pres ented below in the findings and discuss ion .   Contacts were m ade with classroom serv ices and Keri Hew ett (AMS ) regardin g rental spaces in and around the SUB; plant operati ons for equipm ent rentals;  8  key chain/ m a gnet produ cers, costum e rental stor es and print shops for qu otes; and all resourc es used in the pamphl et were ask ed pe rmiss ion to use their name.  For the budget, there was no consensus between Nan c y Too good and Andrew Parr as to how much they would be wi ll ing to put towards the campai gn. We there fore based it on the amount s claimed by the 2005 AGS C 450 groups whi ch ran ged fro m $2500 -5000.   Assigned Sub-System As su ggested b y a 2005 group, the sub -s ystem we hav e chosen to work wit h include s all consum ers of food and bevera ge at UBC (Grou p 7 ). This will include all students (~ 35,000 under gradu ate and ~8,00 0 gradu ate students), fac ult y (~4,000), and staff (10-16,000) att endin g the Universit y of Britis h Colum bia (UBC Publi c Affairs ). Accordin g to Group 13, th e SUB gets approx im atel y 8,000 vis it ors per da y (Brown et al. 8).  Therefor e, the main focus of our campai gn will be located near the SU B. FINDINGS AND DISCUSSION  Educational Campaign Materials    The result s of rese arch compl eted by previous AGSC 450 stu dents and ke y st akeholders have dete rmined that there is a need to incre ase educati on and awa ren ess among UBC students, staff and facult y about th e advanta ges of supporti ng local agriculture and purchasin g local foods (UBC S FP 12).  Our educ ati onal campai gn, consi s ti ng of various ma rketi n g tool s, info rmati onal materials and a Loc al Fo od Fair ,  has been selecte d as a means of tar geti ng the consum ers at UBC in order to facil it ate int e rest and incre ase their knowledge of what loc al food means and how supporting local foods through a ch an ge in purchasin g patt erns can be of benefit to our environment, econom y and healt h.  To achieve our go al, our group has buil t upon some of the campai gn tool s develope d by pr evious AGS C 450 groups (from 2005 grou p numbers 1, 7, 9, 1 3).    9     The use of a pamphl et to conve y our messa ge to bu y local is a popula r tool and was selected b y the majorit y of our coll ea gues wo rking on educati onal ca mpaigns as a wa y of educati n g the UBC comm unit y and promot in g local foods (Ba wa et al 15 -19).  The pamphl et will be dist ributed at the AMS Welcome Back BBQ (held during the fi rst week of school in September), at participat ing UBC food vendors (such as Sage Bist ro and Sprouts), as well as at the information booth of our Lo cal Food Fair even t scheduled for “Food Week” October 16 t h  and 17 t h , 2006.   Targeti ng new students at the IM AG INE UBC ori entation all ows the messa ge promot ing a loc al food s ystem to reach new, m ore impressi onable stude nts at our information booth for thi s festi vit y (Baw a et al 15 -19 ).  Our group ori ginall y want ed to include the pamphl et in Frosh Kits (fre e pack a ges given at orientati on that contain information on upcomi ng ev ents), which ar e given to new students at orientation, but wer e informed b y the Fi rst Yea r Coordinator - UBC Stud ent Developm ent, Steve Ng, that the kit s have be en disconti nu ed.  Instead, he invi ted us to particip ate in th e event b y having a booth t o dist ribute our pamphl e ts, advertise our Local Food Fair and provid e ad dit ional information rega rding the suppo rt of lo cal foods .  The pamphl et (se e App e ndix A. iv) contains information on what local foods are, wh at sust ainabili t y means, ben efits of bu yin g local foo ds, inst ructi ons on how to bu y lo cal foods (on campus and throu ghout Vancouve r), wh at foods are gro wn locall y and when, other inform ati on related to sele cti ng and cooking loc al food as well as resour ces avail abl e.  Although we based our pamphl et on sampl es created b y previous AG S C 450 groups (Richer 199 -210), we modi fied it because we found the ex ist ing handouts w ere not as comprehensive or the y were too detailed and not as estheti call y pl easing.    In addit ion to the pamp hlet, our group su ggests the use of post e rs ac ro ss campus to further promot e and edu cate the UBC comm unit y about re -loc ali z ati on and hopefull y in fluen ce  10  their purchasin g behavio rs.  Accordin g to the report by th e Sauder Scho ol of Business on the marketi ng of local foods at UBC, placin g si gna ge in  entrances to food s e rvice outl ets as well as across campus is recom mended (Chan et al 10 - 13, Aikins et al 20). The ke y to eff ecti ve and maximal recognition of signage is “simplicity, visibility and quantity” (Chan et al 10 -13, Aikins et al 20).  We found that the AGS C 450 group 7 from 2005 had a good co ncept for their post ers in terms of th e tex t, but the photo graphs used were not rep resentative of the UBC population.  The y chos e a series of three post ers cr eated b y th e Food Routes organiz ati on to deli ver clear and concise messa ges, with each messa ge fo cusing on a different theme such as freshness, taste an d local economi c sust aina bil it y ( Food Routes ).  In our post ers, we have selected a photo gr aph taken at the UBC Far m for the background image, which more accur atel y depict the demogr aphics at UBC.  We have inco rporat ed t he tex t from the origin a l Food Routes post e rs (wit h permiss ion from Food Routes) onto our more approp riate ba ck groun d, result ing in post ers that are more suit able for eff ecti ve deli ver y of our messa ge to support local foods (see Appendix A. iii ).    The “UBC grown” logo we have chosen (se e Appendix A. i ) for our campaign is also modified from group 7’s work (Richer 197).  S o me modi ficati ons were made to thi s grap hic to enhanc e its visual appeal .  We thought the apple, a product widel y grown throughout our province, with the text ‘UBC Grown’ in side of it promot ed the use of UBC food products wheneve r possi ble and s ignifies the importance of choosi n g local foods.  Group 13 from 2005 used a map to dist inguish between local, semi -loca l, non- local; we disagreed with these ‘borders’ because we feel this limi ts our producti on cap acit y and div ersit y too subst anti all y to be feasibl e and ac cepted b y consum ers (Brown et al 23).      11  The Social Mark eti ng Principl es highli ght th e benefits of usin g lo gos to promot e awar eness and consum er behavior on a given ca mpaign (McK enz ie -Mohr 4).  As well , the Bu y BC campai gn has also proven that a sim ple, widel y dist ributed icon increases consum e r awar eness and shoul d be used as a model for our small er but analogou s campaign ( Bu y BC Progr am ).  Lo gos used on food produ cts ar e effe c ti ve in helpi ng consum er s identif y th e produ cts and are present at the po int of purchase to influe nce purch asing behaviou r. (Bli em et al 8; Bu y BC Pro gram ).  The Bu y BC Pro gram has eff ecti v el y demons trated how a widel y dist ributed lo go can achiev e its goal, as consum er reco gnit ion of their logo is now over 75% ( Bu y BC Program ).  Our lo go will be us ed throughout our campai gn: on our pamphl et, po sters, ke y chains and magn ets to buil d awaren ess and compl im ent the educati onal mate rials dist ributed. The logo will also be featur ed in the AMS Insider Agend a for the 200 6 -07 acad em ic yea r as part of an advertisement for our Lo cal Food Fair event.  Ori ginall y our group thou gh t it would be great to label all locall y produc ed foods sold on campus with the logo in a sti cker form sim il ar to the Bu y BC campai gn.  Howev er , we reali z ed that the idea was not feasibl e consi d ering most foods sold on campus are ‘mixed’ (e.g. soup) and this would limit the number of foods that could be identified.  We also agre ed that usi n g sti ckers (even if just to label UBC Fa rm produc e) would add to packa gin g, ex penses and waste produc ed an d therefor e were not a su stainable idea.    Our slogan was inspired by the Food Routes slogan “Buy Fresh, Buy Local” because we thought thi s eff ecti v el y conve ye d our mess a ge.  However, it did not give an indi cati on as to what we wer e definin g as loca l (Food Routes ).  We therefore modified the slogan to: “Buy Fresh, Buy BC”.  This also plays on the Buy BC logo and campaign consumers are more familiar wi th (Bu y BC Progr am ).  We hope the slogan will ex plain in itself what we would like consum ers to do (i.e. ch an ge pu rch asing patt erns) at the same tim e as telli ng th em how th e y can do it (i.e. wh at  12  local is).  The slogan is short, concise and deli vers our in tended message.  We also created an addit ional logo based on the one desi gned b y Foo d Routes to make our slogan more visi ble ( s ee Appendix A. ii ).  L ocal Food Fair Event   In our group’s discussion regarding previous AGSC 450 groups’ suggestions for events to promot e local food, we wonder ed what would mot ivate students to att end events such as a sust ainabili t y banqu et (Richer 78) or a local food cook -off (Rich er 86).  If it is out of their way, outsi de of their sch edul es, costs mone y and the y are not int eres ted in t he subj ect in the first place, chan ces ar e the y will not participate.  In reflecti n g on the target audience, the UBC comm unit y, we decided the event has to be fre e, it has to be in a central locati on where students would walk throu gh or hang out an yw a y, and it has to be att racti ve, fun, fa st and off er inc enti ves.  Thus the idea was born of a Local Food Fair, which would be eas y to carr y out and would not require a lar ge budget.  Bec ause the fair will be held outdoors, the main cost of the event is renti ng a lar ge t ent to provide shelter in case of rain ( see bud get ; Appen dix C).  Man y of the remaining items that ar e needed can be bor rowed, brought from home, obt ained from the facult y or rented afford abl y fro m Plant Operati ons.  Priz es for fair games w il l be ke y chains, ma gn ets and coupons for the far m, Sprouts and Agor a.  Some coupons will be donated while others will be bou ght and hav e be en incorporated int o the bu dget.  The ev ent also req uires minim al labour (approx im atel y thr ee ho urs a da y) to help with sett ing up and takin g do wn booths as well as prepar ati ons for the gam es.  The fair will invol ve fo ur acti vit y booths , one l ocal food information booth and tables that UBC Fa rm, Sprouts and SEEDS will be responsi ble for assembli ng and creati ve input .  The information booth will be a lar ge -sc ale pr esentati on of what is in the edu cati onal pamphl et and  13  will be equipped b y the AGS C 450 hired stude nt who will be able to answer questi ons and provide addit ional info r mation on the subj e ct of re -loc ali z ati on.  The acti vit y booths each requir e two volunt eers to dist ribute priz es as well as hand out educati onal pamphl ets.  The four acti vit y booths are as follows:   Digital Picture Booth “Wall of Fame” One of our mascots (dre ssed as a veget able that can be grown loc al l y) will encoura ge people to take a digital photo with him holding a sign that says “I Support Local Food”.  Their picture will then be post ed on a loc al food educ ati onal websit e (produ ce d by Group 22, 2006 ) under a section entitled “Pledges to Support Local Food”.  The purpose behind this is two fold: 1) to draw people to the websit e to increase their educati on and aw aren ess of local food; and 2) it is in line with Doug McKenz ie - Mohr’s community-bas ed social mark eti ng principles which stat e that an important tool fo r behaviou r ch an ge is publi c comm it ment (McK enz ie -Mohr, 3).  This statio n will require two volunt eers (one wea rin g the mascot costum e and one taking th e picture ), a di git al camer a, pamphl ets to hand out with th e websit e add ress and a handmade si g n with the words “I Support Local Food” on it.  “How Local Can You Throw?” – Map dartboard A large map of Canada is to be posted on a large standing corkbo ard with a banner above it that says “How Local Can You Throw?”  Participants are given three darts an d encoura ged to throw the dart on Vancou ver.    Apple Bobbing with Local Apples Two large buckets ar e each filled with ten apples from a local orchard; participants are directed to race to se e wh o can grab an apple first with their teeth.     14   Basket Toss Three lar ge baskets ar e placed in a trian gular fo rmati on and participants are direct ed to throw a ball in the baskets from about 3 meters awa y.  Although thi s act ivi t y is not related to local food, it is fun and the priz es themselves support and educ ate parti cipants on local food.   Other Relevant Information Mascots. There will be t wo mascots at the fair dr essed as veget ables.  One will be righ t inside the main doors of the SUB holding a handmade sign saying “Local Food Fair outside” att racti n g people to the fair; the other will be at the fair encoura gin g pe ople to take pictures.  Also, to add to the att racti veness, the tent and stati ons will be inundated with heli um ball oons (~50) in the colour of th e Britis h Col umbi a flag an d music wil l be pla yin g.  Collaboration.  As well as coll aborati ng with Group 22 by putt ing pi ctures on their websit e, we would also like to promot e their Loc al Bee r Gard en at the Fair.  We will hand out their promot ional materia l and displ a y their post e r s.   Action Plan for Implementation of the Local Food Fair  i) Who  An AGS C 450 hired st udent, who will act as event coordin ator, shoul d car r y out the majorit y of the tasks listed in the timeline below.  This coordinator shoul d have a thorou gh understandin g of th e ste ps required to compl ete each t ask, shoul d have knowledge/belie f in th e campai gn and shoul d be enthus iastic towards the promot ion and succ ess of the Loc al Food Fair. Other than the coordinator a minim um of 9 volunteers, 2 for each statio n and on e ex tra dress ed as a vegetable att r a cti n g people at the SUB.  This does not include the UBC farm, SEEDS and Sprouts booths who should provide their own volu nteers.     15  ii) Where/When The local food fair is to be held outsi de the Student Union Buil ding (SUB) in the sunken cement plaz a across f ro m Hebb Theat er.  We propose the fair be help on World Food Da y, Monda y, Octobe r 16 t h  and the following Tuesda y, October 17 t h , 2006 from 11 am to 2 pm . W e c hose these two dat es to tr y and reach the gr eates t amount of students possi ble.  Having the fair on  Monday and Tuesday would reach the most amounts of students, even those who aren’t at school ever yda y be cause man y part -ti me students just have classes on Monda y/W ednesd a y/ Frid a y or Tuesda y/Thu rsda y.   Since our promot ional campai gn is tar geted at student s, workers, and teachers at UBC, we thi nk that having a food fair outsi de of the SUB will have the pot enti al to att ract th e most people, as it is a hi gh tr affic ar e a.  B ec ause of all the ameniti es offer ed at the SUB (i.e. food, post office, bank machines e tc. ), its central locati on on campus , and its prox im ity to the bus loop, it is an ideal locati on for our Loc al Food Fair .  As well , thi s locati on can be rese rved for our event free of ch ar ge and it is ava il able for the required dates.      iii) How As well as having an information booth at the IMAG INE ca rnival, the local food fair shoul d also be advertised at the beginni ng of the semester with post ers (s ee Appendix B) pl aced across campus and in the SUB buil ding. Voluntee rs from the facult y of La nd and Food S ystem s would be needed to put up the post ers (not e: first ye a r AGS C 100 students could do it for credit s as part of their participati on mark ).  Also, advertisements will be placed on the UBC radio statio n, CiTR . The station has agr eed to pla y an advertis ement for the ev ent at no cost .  Project organiz ers will be responsi ble for creati n g a brie f speech , which must include : the slogan of the eve nt, “ Bu y Fresh, Bu y B.C. ” and info rmati on ab out the Food Fair (ti me, venue, games etc.).  17  Mid August  C onfirm UBC Farm, SEEDS  and  Sprouts  participati on in fair  -  UBC farm: < ww w.a gsc arm >  -  SEE D S : < www.sustain. ml >  -  Sprouts:  End of Au gust  Have post ers and pamphl ets print ed, order ma gnet s & key chains  See budget (App endix C) for details  (i. e. wh ere to order materials)  First Da y of School  Tuesda y, Sept 5, 2006  In formation  booth at Ima gine UBC to adve rtise fo od fair and loc al food campa ign  Be ginni n g of Septembe r  Bu y  coupons  from Sprouts, Agor a , and UBC Far m  Sprouts Contact:  Ago r a Contact:  Lau chla n J ankola                             Chief Fi nancial Officer 2005 - 200 7,                             AGORA Eats! Cafe                                                         See the Bud get  in Appen dix C  for details  Be ginni n g of Septembe r  Advertisement  for th e Fo od Fair:  1.  Displ a y  post e rs around campus  2.  Advertisement on the Radio  (CiTR )  Be ginni n g of October  Pick up 2 vegetable masc ots  (see Mascot Costum e Bookin g above for conta ct num ber)  One week prior to Fai r  Contact AGUS for Musi c avail able at the Food Fair  AGUS Offic e:   One da y prior to Fair  Bu y 1 cas e of loc al a pple s  Monda y Oct 16 and Tuesda y Oct 17  Loc al Food Fair    Recommendations  We recomm end that our educati onal campai gn be implemente d by the proj ect coo rdinator and hired student in accordance with the proposed timeline and budget.  We also suggest that ideas from othe r AGS C 450 2006 groups be criticall y assess ed, an d that their ideas be incorporated int o the ca mpaign.  Fundin g has ye t to be secur ed and we recomm end that UBCFS and AMS coll aborate in providi ng finan cial supp ort.   We ask our (potenti al) coll abor ators, UBC Farm, SEEDS and Sprou ts t o provide personnel/ staff and ma rketi n g materi als for their booths at the fair.   To nex t ye a r’s class,  we su ggest that th e y t r y to coll aborate mor e with oth er groups in  18  the same scen ario, for ex ampl e those doing web sit es, lab eli ng of loc al foods on campus , local  beer gardens,  and conti nue to create lists of loc al foods that ar e av ail able on ca mpus , lab el the foods acco rdingl y, and   calculate food miles for m enu items .  Most importantl y, we ask that the y evaluate the eff ecti ven ess of the campai gn and conti nue to pr ovide suggesti ons to perfe ct/ modi f y/ex pand th e campai gn to hope full y conti nue to m ake an even gr eate r impact.   CONCLUSION R e -locali z ati on is an ess enti al step in achi eving a sust ainable, ecologic all y friendl y food s ystem yet it is too often overlooked.  As part of the UBC Food S ystems Project, our proposed campai gn serv es to bring thi s iss ue to the att enti on of fell ow studen ts at UBC, with the anti cipation that it will help reshap e food produ ct ion, dist ributi on and consum pti on patt erns on campus .  Furth ermore, we are confid ent that t he UBC comm unit y wi ll in turn deli ve r thi s message to the comm unit y, ther eb y posi ti vel y rede signin g the structur e of our food s yst em.  We conclude that the most effecti ve elem ents for raisi ng awar eness of loca l food include the use of post ers, pamp hlets, logos, a slo gan, an information booth durin g the Ima gin e da y, and a local food fair.  Th e event co ordinator wou ld be responsi ble for i mpl ementati on of the proposed tasks, with help from volunt eers.  We recomm end the fair to be held mid -October in conjunction with World Food Day, and encourage the use of our “UBC Grown” and “Buy Fresh, Buy BC” logos and slogans.  Future AGSC 450 groups are also encouraged to observe and im prove on our campai gn for local food, for ex ampl e by addin g more ide as for fun statio ns at the fair.  In ini ti ati ng the UBC Food S ystems Proje ct, we hope to see a signi fic ant chan ge in the food s ystem at UBC campus .      19  REFERENCES  Aikins , L., Kwon g, S., P ark, S. et al.  Marketing Local Foods at UBC “Home Grown” Report  Vancouve r: Sauder Scho ol of Business, 2004 <htt p:/ /www.sust eed report04/de c 04/hom egro wnpape r.pdf >  Baw a, R., Chu, B., Gobe s, M. et al. (Group 7)  UBC Food S ystems Projec t IV. Sc enario 3: Educati on, Awa reness an d Re - Lo cali z ati on of the UBC Food S ystem.   Van couver: AGS C 450, Land Food and Comm unit y III, 2005.   Bliem, S., Chung, A., Ho , S. et al.  (Group 9)  UBCFS P 2005.  Scenario 3: Educati ng th e UBC Food Service Workers “UBC Local Food Cookoff” .  Van couver: AGSC 450, Land Food and Comm unit y III, 2005 .    Brown, C., Din g, J ., Irela nd, S. et al. (Group 13) UBCFS P 2005 Scenario 3: Educati on, Awar eness and Re - Local iz ati on .  Vancouver: AGS C 450, Land, Food and Comm unit y III, 2005.  Bu y BC Pro gr am.  “The Best Things in Life are BC: About Buy BC” .  20 March 2006. <htt p:/ /www.bcac.b bu ybc/i ndex .htm l >  Chan, C., Fli ntoff, E., Ku bota, Y. (Group 1)  UBC FS P IV: Sc enario 3 Edu c ati on, Awaren ess and Re - Lo cali z ati on .  Vanco uver: AGS C 450 Land, Food and Comm unit y III, 2005.    Farm Folk Cit y Folk.  Februar y, 2006 .   “ W h y Grow & Eat Lo call y? “   23 March 2006.   <www.f fcf.b c.c a >  Foo d Routes “Buy Locally Grown: It’s Thousands of Miles Fresher”.   06 March 2006.   <htt p:/ /www.foodroutes. org >  Fras er Basin Council . No vember, 2004.  2004 State of the Frase r Basin Rep ort Sustainabil it y Snapshot 2 .  23 March 2006.  <www.f rase rbasin. bli cati ons2004_s napshot .pdf >  Halweil, Brian. “Th e Argument for Local Food .” Washington : Worldwatch Insti tut e, 2003.   Holland Ba rrs Planning Group. Novembe r, 2002. South East False Creek Urban Agri cult ure Strateg y. 22 March  2006 .  Lan g, Tim, and Michael Heasman.  Food Wars.  London: Ea rthscan, 2004 .  McKenz ie-Mohr, D. “C omm unit y Bas ed Social Marketi n g In Fosterin g Sustainable Behavior ”.  24 March 2006.  <htt p:/ / member s/newuser/C BS M.pdf >  Minist r y of Agri cult ure and Lands.  Census of Agr icult ure 2001 and Hist ori cal Comparisons . 21 March, 2006 .  <www.a gf a/st ats/ 2001 cen sus.pdf >   20  Pretty, Jules, et al. “Policy and Practice:  Poli c y C hall enges and Priorit ies for Internali z ing the Externalities of Modern Agriculture.”  Journal of Environmental Planning and Mana gement 44.2 (2001 ) :263 -283.  Richer, Lisk a. Walki ng t he Path Towards a Just, Sustainable and Food Se cure UBC Food  System: 2005 UBC Food S ystem Project (U BC FS P ) Report . Vancouv er: UBC Campus Sustainabil it y Office, 20 05.   Richer, L. S eptember 15, 2005. “Walking the Path Towards a Just, Sustainable and Food Secure UBC Food System: 2005 UBC Food System Project (UBCFSP) Report”. University of Britis h Col umbi a (UBC ), Vancouve r: UBC Sustai nabil it y Offi ce (SO), Soc ial Ecologic al, Economi c, Developm ent Studi es Program (SEED S ). 219 pp. <htt p:/ /www.landfood.ub esea rch/f acult y_ we bpages/rojas/U BC FS P _F IN A L_P APER _S EPTEMBER_21_2005.pdf >  Sprouts. UBC Natural Fo od Co -op. 20 March 200 6.  <htt p:/ /www.ams.ub clubs/ nfc/? page=aboutus >  UBC Publi c Affai rs . UBC Facts and Fi grues . 22 March, 2006.  <www.pu bli caffairs.ub c.c a >                      21  APPENDIX A:  Educational Campaign Materials  i) UBC Grown L ogo     ii) Slogan / L ogo        22  iii) Poster ± freshness version    23  Poster ± economics version    24  iv ) Pamphlet ± front page    25  Pamphlet ± back page    26  APPENDIX B:  Local Food Fair Advertisement Poster   27  APPENDIX C:  Budget  Item Approx. Cost ($) Source    Picture Booth    Digital Camera  0.00  Borrow  Volunteer taking pictures  0.00  Student  Mascot outfits (2 @ $80. 00 each) Potato and T omato  160. 00  Dunbar costume rentals     604 - 2 44 - 39 55  Volunteer as mascot  0.00  Brent Sk ura  Sign "I will bu y local food " (f oam board, 20"x 30") white  4.86  Staples  Websit e 0.00  Group number 22     Basket Toss    3 baskets  0.00  Borrow  3 balls  5.00  An y dollar store  2 volunteers  0.00  Students     Map Dartboard    Standing cork board  0.00  Borrow from Urban Planning Dept  large world map  (item # 409050 , 13 5x 97)  20.9 1  www.a  darts (3)  20.0 0  T o ys R Us  2 volunteers  0.00  Students     Apple Bobbing    2 large buckets   0.00  UBC Farm  local apples (~10 per bucket)  20.0 0  Local source  2 volunteers  0.00  Students     UBC Farm    Will contribute own marketing material  and volunteer  0.00  UBC Farm  Table  10.0 0  Classroom Services  Presentation board  8.42  Staples     SEEDS    Will contribute own marketing material and volunteer  0.00  UBC Farm  Table  10.0 0  Classroom Services  Presentation board  8.42  Staples     Sprouts    Will contribute own marketing material and volunteer  0.00  Sprou ts  Table  10.0 0  Classroom Services  Presentation Board  8.42  Staples     Info Booth    Pamphlet (1 000) ( @$0. 47 each, folded)  470. 00  Staples  Large version of pamphlet (2) 22 " x 17 " (@$5. 99/sq  ft)  31.1 1  Staples   28  Local Food Posters (500) 1 1" x 17" colour (@$0. 65 each)  325. 00  Staples  Local Food Posters (10) 22 "x 28 " colour (@$5. 99/sq ft)  256. 24  Staples  Table  10.0 0  Classroom Services  Presentation board  8.42  Staples  Tent (20` x 30` , 60 0 sq feet)  375. 00  Salmon’s rentals     Marketing    Radio advertisements (UB C radio)  0.00  CIT R 101.9 F M, U BC Radio  Agenda advertisement (Calendar banner, 4.5 "x 1.5")  350. 00   AM S Insider Coordinator Lyn ne Evans 604 - 8 22 - 67 0 4 Deadline for booki ng space is June 10, 200 6  Ad vertising Posters (500) 8 .5" x 11" colour  145. 00  Cop ysmart     Miscellaneous    Stereo, CD's and extension cords  0.00  AGUS  Extra materials (paper, tape, etc.)  200. 00  Staples  Gift Certificates ($5. 00 each, 20 from each locati on)  300. 00  UBC Farm, Sprouts, Ag ora  Sprou ts Memberships (10)  0.00  Sprou ts donation  Magnets with UBC log o (10 00 @ $0. 30/ piece)  300. 00  Icon Enterprises Ltd, 10 3 - 3 0 East 6t h Avenue, Van BC  Keychains (100 0 @ $ 0.52 0/piece)  585. 00  Icon Enterprises Ltd, 10 3 - 3 0 East 6t h Avenue, Van BC  Plant Operations Fee  30.0 0  Plant Operations  Helium Balloons  25.0 0  Part y Supply St ore     Total 3696.80     


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