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Incorporating UBC Farm products into Bernoulli's Bagels' menu Beaudry, Charissa; Cheung, Vivian; Chueh, Jill; Gupta, Angela; Hogg, Jennifer; Leung, Tanya; Van Ooyen, Amy Apr 13, 2007

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UBC Social Ecological Economic Development Studies (SEEDS) Student Report       Incorporating UBC Farm Products into Bernoulli’s Bagels’ Menu Charissa Beaudry, Vivian Cheung, Jill Chueh, Angela Gupta, Jennifer Hogg, Tanya Leung, Amy Van Ooyen  University of British Columbia AGSC 450 April 13, 2007           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”.        UBC Food Sy stem Projec t Scena rio 3 2007  Incorporating UBC Farm Products into Bernoulli’s Bagels’ Menu                  AGSC 450  Gro up 10 Chari ss a Beaud ry Vivi an Cheun g Jil l Chu eh Ang el a Gupt a Jenni fer Hogg Tan ya Leu n g Amy Van Ooyen  April 13, 200 7      1  ABSTRACT  The UBC Food S ystem P roject (U BC FS P ) is an acti on -based res ear ch proje ct involvi ng the coll aborati on of various partners from the UBC comm unit y.  Th e main pu rpose of the proj ect is to assess and improve the sust ainabili t y of the UBC food s yste m.  The focu s of scena rio three was to incorpor ate UBC Farm produ cts into the menu of the AMS Food an d Beve ra ge Department (AMSFBD) outlet, Bernoulli’s Bagels.  The group reviewed literature of previous AGS C 450 reports and comm unicated wit h projec t stakeh olders, including Bernoulli’s Bagels, UBC Farm, and AMS Fo od and Bever a ge Depart ment through int ervi ews and email.  Although the group gene rated sev e ral proposals, the incorpo rati on of UBC Farm jala peno peppers in Bernoulli’s Bagels’ existing jalapeno bage l and cr e am chees e was the most viable idea put forwa rd.  A surve y to assess consum er awar eness of UBC Farm, att it udes t oward supporti n g local agriculture, and the group’s vision of incorporating UBC Farm jalapeno peppers into Bernoulli’s Bagels menu was a lso admi nist ered.  Result s showed limi ted awaren ess of UBC Farm but si gnificant sup port for the proje ct.  The group also devised a plan to freez e UBC Farm jalapeno peppers in the off season, in order to supply Bernoulli’s Bagels with UBC Farm jalapeno pepp ers ye ar ro und, and conducted a fr e ez ing ex periment and cos t anal ysis to dete rmine potential feasibi li t y.  The freez in g ex periment resu lt s showed that alt hough tex ture changes occurr ed to jalapeno pep pers post -fr eez ing, the y are sti ll suitable for bakin g.  The cost anal ysis showed that with vol unteer labor, freez ing jalapen o peppers would be both a sust ainable and profit able ventur e for UBC Farm to consi der.  Dev elopi ng a conne cti on between AMS and UBC Farm creates an opportun it y for pr omot ion of UBC Farm and the importan ce of supporti n g local agriculture.  Th ere fore, t he group desi gned a pro mot ional strateg y to facil it ate increas ed awar eness of UBC Farm and the proposed UBC Farm jalapeno ba gel and cream ch eese.  Th e project’s conclusion was to incorporate UBC Farm jalapeno peppers into Bernoulli’s Bagels’ menu in September 2007 .                              2    TABLE OF CONTENTS  ABSTRACT 1 INTRODUCTION 3 REFLECT IONS ON TH E PROBLEM STATEMENT 4  REFLECT IONS ON TH E VIS ION STATEMEN T 5  METHODOLOGY 6 LIT ERATUR E REV IE W 7  COMMUN IC A T ION W IT H STAKEHO LD ERS 7  SURVEY 9  MARKET ING 9  FINDINGS AND DISCUSSION 10 INCORPORATING UBC FARM PRODUCTS INTO BERNOULLI’S BAGELS’ MENU 10  JALAPEN O PEP P ERS – OUR FOCUS 11  FRO ZEN JA LAPEN O PEP P ER PROPOS AL 12  JALAPEN O PEP P ER FREEZIN G EXP ER IME NT 13  COST ANA LYS IS 13  LO G IS T IC S OF ORDE R ING 14  SURVEY 16  MARKET ING STRATE GY 17  PROMOT IO NA L IDE A S 18  IMAG INE UB C  18  NEWSPAPERS AND WEBS IT ES  19  UBC FARM  19  PR IC ING STRATEGY 20  RECOMMENDATIONS 22 FUTUR E AGS C 450 STUDENTS 22  UBC FARM 23  UBC SUSTA INA B ILIT Y OFF IC E 24  CONCLUSION 25 APPENDIX 27 APP END IX A – SURVE Y RES U LTS 27  APP END IX B – CO ST ANA LYS IS OF GROW ING AND FREE ZING J A LAPENOS PEPP ERS 28  APP END IX C – PROMOT IONA L POSTER 30  APP END IX D - BAGE L COS T BREAKDOW N 30      3  INTRODUCTION   Over the past six ye ars st udents in Agri cult ural Sc iences 450 hav e coll abor ated wit h various partne rs in a com muni t y-based acti on res e arch proj ect call ed the UBC Food S ystem Project (U BC FS P ).   Main goals o f th e UBCFS P are to assess the UBC campus food s ystem and to create oppo rtunit ies an d form recomm end ati ons that wil l improve the sustainabil it y of the system.  The UBC FS P encompasses a bro ad arra y of ini ti ati ves, ran gin g from assessing student participati o n in compost ing to creati n g plans fo r comm unit y gardens in the developi ng sout h campus nei ghborhood.  In addit ion, the project ai ms to maximiz e the prese nce of the UBC farm on campus as it has pote nti al to serve as a model of a natur al sus tainable food s ys tem.  UBC is one of the few campus es in North Americ a that stil l has a campus farm that embrac es small -scale hol ist ic agri cult ural pra cti ce s.  The Center fo r Sust ainable Food S ystems at UBC Farm, comm onl y known as UBC Farm, is a teachin g, res ear ch, and com muni t y organiz ati on that is run through th e coll abor ati ve efforts of students, facult y, staf f, and comm unit y partne rs.  Main goals of UBC Farm ar e to serve as an ex ampl e of a sust ainable food s ystem and to provide fru it s and vegetables to the surrounding comm unit y t hrough th e UBC Farm Ma rket, a Commun it y Supported Agricult ur e (CS A) pro gr am, and th rough s ales to local food service outl ets (UBC Farm, 2007).  For thi s project, the grou p focused on inco rporati ng produ ce from UBC fa rm into the menus of AMSF BD ou tlets, specifically Bernoulli’s Bagels, located in the Student Union Buil ding (SU B) at UBC.  Methodolog y included a review of liter ature, part icularl y th e repo rts of our previous AGS C 450 coll ea gues and s econd ar y sources, int ervie ws wit h stakeholders, a su rve y, and dev elopm ent of a mark eti ng plan.  Th e group investi gated the feasibi li t y of incorporati n g UBC farm produce from both the pe rspecti ve of UBC Farm and AMSFBD.  Th e inquest revealed that introducing UBC farm produce into Bernoulli’s Bagels’ menu is a   4  complicated process and must be done gradually. The outcomes of the group’s work includes the inst il lation of UBC Farm jalapeno peppers into Bernoulli’s Bagels’ Jalapeno Bagel and Jalapeno and Cheddar Cr eam Che ese when jal apeno pepp e rs are in se ason at U BC Farm, recomm endati ons fo r cen trali z ing orders to UBC farm from AMS F BD  outl ets, the provisi on of a marketi ng pl an, and result s of a surve y ass essm ent of consum er awar eness and att it udes related to UBC farm and the con cept of local food.  Reco mm endati ons for AMSF BD, UBC Farm, and future AGS C 450 students are reveal ed at the con c lusi on of the paper, in order for the UBC FS P to continue its imperati ve progressi on.      REFLECTIONS ON THE PROBLEM STATEMENT The modern food world is dominated by indus trial agricult ure that reli es highl y on technologi cal adv ances and subsi dies to maint ain producti on levels. The progr essi on of indus trial agriculture has created ex cepti onal distance betw een the farmer and the co nsum er.  The av era ge meal travels 2500 to 400 0 kil omete rs before it reaches the consumer’s plate (Halweil, 2002).  C onsum ers no longe r have an approp riate ide a of where thei r food comes from or how it is produced.  To the consu mer, the most important factor when bu yin g food has become price, favorin g conti nued devel opment of lar ge-s cale far ms and depressi on of loc al economi es.  Lar ge sc ale farmin g depe nds highl y on outs ide inputs and on gov ernment s ubsi dies (Halweil , 2002).  Th ese farms do not repr esent a natural life c ycl e as the y conti nuall y devour natural resou rces to main tain producti on, while not replacin g them. From social, ecolo gical, and economi c persp ecti ves th is is an unsust ainable process, and wil l not be able to continue in the future without serious co nsequences.  In orde r to counteract this state o f aff airs, the Facult y of La nd and Food S ystems, in conjuncti on with various campus partne rs is striving to develop a sust ainable campus food s ystem that involves local iz ing food on campus .  The Universit y of Britis h Col umbi a hopes to buil d up UBC Farm in an effo rt to act as a mode l for natural food s ystems and connect the comm unit y to its food roots.                5  UBC Farm is currently labeled as a “future housing reserve” and could possibly be developed if the farm is not seen as a si gnific ant contribut or to UBC.  To achieve UBC Farm’s visi on of repres enti ng a sustainable food s ystem, the farm has a stron g com mi tm ent to formi ng more c onne cti ons with campus food servic e outl e ts.  These conne cti ons would not onl y create a new market for UBC Far m but would als o increas e awa reness amon g stude nts, facult y, and staff about the ex ist ence of the farm and the conc ept of supporting local or seaso nal food.     REFLECTIONS ON THE VISION STATEMENT   The visi on statement for a sust ainable UBC food s ys tem is a set of guidi n g principles developed b y the coll abo rati ng partners of the UBCFS P .  This vision was developed to guide the progress of the UBC FS P by ali gnin g re comm endat ions with the core values and go als of coll aborators.  Th ere fore, our group ca refull y cons idered thes e values whil e evaluatin g our scenario and while maki ng de cisi ons about the directi on of our project.   As fourth yea r students in the Facult y of Land an d Food S ystems we have each developed our own set of values throu gh the cours es we hav e taken.  Th e fac ult y has h elped shape our view of food s ys tems and has led us to deepl y value holis m as es senti al to food s ystem sust ainabili t y.  Howev er, some group m embers vi ew ce rtain aspe cts of sust ainabili t y as mor e important than others.  Economi c sust ainabili t y is seen as the backbone of a successful food s ystem for two group me mbers, as in the modern world it is often necessa r y to be competit ive on a glob al scale and to mak e a profit .  Othe r group members view ecolo gical sust ainabili t y, principall y maintainin g t he quali t y of th e soil that our food is grown in and the air we breath e, as the underl yin g factor to consi der when makin g foo d s ystem de cisi ons.  However, after thorou gh discussi on, our group agr eed that achieving the ulti mate sust ainable food s ystem needs to equall y consi der all aspe cts of su stainabil it y: so cial, ecolo gic al, and economi c.  Th erefo re, our group full y supports the visi on statement and does not se e a need for fu rther revisi on.    6   The guid eli nes emphasiz e that while protecti n g an d enhancin g the ec os yste m, a sust ainable food s ystem shoul d provide food that is ethni call y and nutrit ionall y app ropriate.  This stood out in our group, as man y gr oup members ar e conti nuall y chall en ged while balancin g cult ural and nutrit ional ideals with the conc ept of eati ng loc all y gro wn food.  Howeve r, the guidelines also emphasiz e that while we ma y not alwa ys be abl e to consu me or bu y all our food from local sourc es, choos ing foods produ ced usin g sociall y and ecolo gic all y sust ainable methods, regardless o f whether it is produced loc a ll y or imported, shoul d be a foundati on while making de cisi ons as cons umers.  This informed ou r group that there ar e mul ti ple factors to consi der when choosi n g what to eat, but that it is also important to retain cult ural tradit ions. The guid eli nes also emp hasiz e that food workers and educ ators shoul d be informed about food s ystem issues and th at awar eness should be fostered amon gst the com muni t y.  Th ese guidelines are particularly applicable to our group’s scenario. We agree that change toward s a more sust ainable s ystem can be mad e throu gh the educati on of AMS mana gem ent and staff, as the y decide wh at is acc es sibl e to consumers and can send messa ges throu gh the products the y promot e.  The guidelines also acc entuate that prov iders and grow ers sh ould receiv e and pa y fair prices.  This is also applicable to our sc enario as it is important to ensure that both UBC Farm and AMSFB D re ceive an d pa y fair pri ces that will maintain long -te rm fina ncial viabili t y of both operati ons.  Prices shoul d underline the true cost of food producti on.     METHODOLOGY   The tar get of ou r scen ari o was AMS F BD, a depar tm ent of AMS , the student societ y of UBC.  Repres enti ng 42,0 00 students annuall y, AMS oversees man y stude nt services, student owned busi nesses, resour ce group s and clubs ( AM S ,  2007).  AMSFBD op e rates a variet y of student owned food servi ce outl ets that hire app ro x im atel y 275 empl o ye es annuall y and pa y ov er $1 mill ion in student wages (AMS , 2007).  All net profit s are circulated bac k int o the societ y to   7  benefit the students it serves.  For our project we focused on Bernoulli’s Bagels, an AMSFBD outl et that serves tradit ional Mont real st yl e ba gels made from hi gh -quali t y ingredi ents (AMS , 2007).  Our proje ct goal was to evaluate th e fe asibi li t y of in corpor ati ng UBC farm produce int o Bernoulli’s Bagels menu and to devise an implementation plan.  The methods used were based on an acti on res ear ch app roach.  Th e foll owing is a descriptio n of spe cific methods used. LITERATURE REVIEW A review of the literatur e , specificall y a review of the reports of previous AGSC 450 students, began our inves ti gati on.  The rati onale fo r reviewin g pr evious rep orts was to know what had alr ead y be en ac compl ished and to learn what has been succ essf ul and what has not.  From ther e we wer e able to find a starti ng point an d obtain a directi on for our project.   In 2006, group 13 desi gn ed a Squash and Ros ema r y Piz z a for Pie R Square d, a piz z a restaurant in the SU B, an d developed a pl an to impl ement it du ring the pro ceedin g squash s eason (Group 13, 2006).  We used this group’s report, along with the directed studies report from July 2006, to give us an ide a of factors to consi der fo r our project (Full er, 2006) .  Group 3 worked with Bernoulli’s Bagels’ and developed seasonal menus wit h a variet y of new recipes (G roup 3, 2006).  Our group evalua ted this report to give us an idea about wh at had al read y be en accomplished and the strategies that worked and did not work with Bernoulli’s Bagels. After a liter ature review, we examined UBC Farm’s product list and evaluated products that could be used in recipes suitable to the requirements of Bernoulli’s Bagels.  Group discussi on produced num erous proposals fo r re cipes and other wa ys to inco rporate UBC Farm produce i nto Bernoulli’s Bagels’ menu.  We compiled our ideas with recipes created by AGSC 450 Group 3 2006 and at tempted to determi ne the feasibi li t y of thes e ideas.  COMMUNICATION WITH STAKEHOLDERS C omm unicati on was faci li tated through thorou gh int erviews and em a il s with project stakeholders including Bernoulli’s Bagels Manager, Bernoulli’s Bagels Baker, the AMS   8  Procurement Man a ger, and UBC Farm. Thes e sta keholders poss ess the inf ormation needed to form a conn ecti on betwe en AMS and UBC Farm.  Inte rviews an d emails took place throu ghout Fe bru ar y and M arch 200 6, as questi ons arose or clarificati on was required.  Personal interviews offer contact wit h dire ct sources or stak eholders t hat can provide conti nuous feedba ck and guidan ce.  On an on going basis , the group shar ed ideas with stakeholders i n order to improve ideas and move fo rwa rd with the project.   Bernoulli’s Bagels Manager, Kathy, was contacted to make sure that ideas were suitable to the requirements of Bernoulli’s Bagels.  The group was required to consider labour costs , overall quali t y and pric e of UBC Farm produ cts, and potential consum er ap proval and quali t y of the final product ( K ath y , personal communi cati on, Mar 6) .  Bernoulli’s Bagels’ baker, Marvin, was also int erview ed to obt ain his ex pert opini on on specific UBC fa rm pro duce that could be incorporated into Bernoulli’s Bagels products.  The AMS Procurement Mana ger, Nick Gre gor y, participated in a personal int erview and was contact ed throu gh email. He was conta cted as the group need ed to det ermine the requirements that AMS F BD has wh en sele cti ng s uppli ers and to rec eive hi s opinion on the reali t y of using produc e from UBC Farm in AMS FB D outlets.  The Procur ement Mana ge r was also interviewed to gain an understandin g of the structure of the AMSF BD .  This al lowed the group to propos e the fou ndati ons of an orde ring s ys tem to conne ct AMS to UBC Farm.   Members of the UBC Far m Team, includi ng the Pr ogr am Coordinator, Outr each and Educati on Coordinator, Marketi n g Coordinator, and Producti on Coordinator wer e conta cted through em ail and person al interviews.  The Mark eti ng Coordinator, Am y Fr ye, provided the group with esti mates of prices that UBC Fa rm pro ducts could be sold for, as well as ins ight into sett ing up an ord erin g s ystem.  The Producti on Coordinator, Tim Carter, helped the group evaluate wh at products could be grown succ essful l y at UBC Farm in suffic ient quanti t y to meet   9  Bernoulli’s Bagels’ requirements, and also projected the length of the growing seasons for different p roducts at the farm. A sales person at Sprouts was int erview ed in order for the group to obt ain i nformation pertaini ng to the conne cti on of Sprouts to AMS and to UBC Farm.    SURVEY To determi ne the att it udes of consum ers towa rds UBC fa rm, local foods, and towards projected ch an ges to Ber nou lli’s Bagels ingredients, the group administered an oral survey.  Sample size was 100 with the location of the survey being 50% inside the SUB by Bernoulli’s Ba gels and 50% random sampl ing of peopl e aroun d different areas of camp us; for ex ampl e, the UBC bus loop , the UBC Aquati cs Center and in front of the UBC Bookst or e. Surve yin g in the SUB was completed during Bernoulli’s Bagels’ “rush” hours, 9:00am and 11:00am. There was a wide arr a y of peo ple surv e ye d, includin g students, staff, prof essors, const ru cti o n workers, and SUB kiosk vendors.  An oral surve y was admi nist ered, as opposed to a writ ten surve y, as a mean s to demons trate sustainabil it y b y reducin g pap er use, and to more ac cur atel y receive answ ers to our questi ons.  For ex ampl e, possi ble misunderstan dings of the qu esti ons could be clea red up b y surve yors as participants consi dered their answe rs. A surve y dev eloped b y AGS C 450 spring 2004 group 9 was used as a template and tailored to better suit our group’s specific research needs (G roup 9, 2004). MARKETING  The incorpor ati on of UBC Farm produ cts into AMS FBD provid es an opp ortuni t y to increas e aw aren ess of the ex ist ence of UBC Farm and the conc ept of suppo rting local agriculture.  Th e group developed a list of promot ional ideas, specific to ou r project , as well as appli cable to assessin g th e broade r problems of th e UBC food s ystem.      10  FINDINGS AND DISCUSSION INCORPORATING UBC FARM PRODUCTS INTO BERNOULLI’S BAGELS’ MENU Through a revi ew of the lit erature and comm unicat ion wit h stakeholders, the group con sidered numerous options for incorporating UBC Farm products into Bernoulli’s Bagels’ menu. The Foll owin g is a descriptio n of ide as tha t were consi d ered but fou nd to be unviable: Unsuccessful Ideas Reasoning  C arrot ba gel  - Carrot ba gel would not be popular  as per Kathy, manager of Bernoulli’s Bagels.    Fruit juice  - Lim it ed suppl y of fruits from the UBC farm (for ex ampl e peaches, apricot s, berries)  - Apples will not be avail able from the UBC farm unti l 2009   Ber r y ba gel    - Bernoulli’s Bagels already uses fro z en bluebe rrie s, which is cheap er to bu y from the regular AMS FBD suppli er than bu yin g fr esh from UBC Farm.  - Be rries (blu eber ries, stra wberries, raspbe rries) are ver y popular items at UBC farm markets and are sold ver y quickl y.  - Bla ckber ries are grown wildl y at UBC farm, but the y la ck labour ers to pic k them   S moot hies  - Bernoulli’s Bagels is not authorized to sell smoothies as another vendor in the SUB is currentl y selli ng th em.    S oup  - Bernoulli’s Bagels already uses pre - mad e froz en soup and does not want t o chan ge at this tim e.    Garlic spre ad  - Too labour intensive to whip the butter, as per Kathy, manager of Bernoulli’s Ba gels.   Fresh Herbs  -  Bernoulli’s Bagels used fresh herbs in the past, but were deemed too time consum ing and labou r intensive. The y ha v e now switched to dried he rbs.   Eggs  -  Eggs s ell out qui ckl y at farm.  -  Bernoulli’s Bagels requires many eggs (2.5 dozen per day).  Humus  -  The UBC farm do es not produce chi ckpeas.   S alad  - Too labour intensive for Bernoulli’s Bagels, even if using pre - wa sh ed ba g salad.   Dessert ba gel  (ex ampl e: Cinnamon raisi n bagel wit h sweeten ed cream chees e icin g)  - Does not represent Bernoulli’s Bagels as per the Kathy, manager of Bernoulli’s Ba gels.    The above products and reasons are included fo r refer enc e for fut u re AGS C 450 students.  The y shoul d be re-c onsi dered for implementation foll owing ex pansion of UBC Farm.   11  JALAPENO PEPPERS – OUR FOCUS After a thorou gh investi gati on of the above proposals with lim it ed progress, the grou p decided to focus on j alap eno pepper s and investi gate their feasibi li t y.  The group decided to incorporate jalapeno peppers from UBC Farm into Bernoulli’s Bagels’ existing Jalapeno Bagel and J alapeno and Chedda r Cream Chees e.   Jalapeno peppers can be gro wn in a vari et y of cli mates includi ng that of Britis h Columbia’s west coast.  In 2006 UBC Farm was left with a surplus of jalapeno peppers, as they were ov erprodu ced fo r re search pu rposes and did not sell well at UBC Far m Markets or to restaurants (M ark Bomfo rd, personal comm unicati on, Mar 8) .  Whil e UBC Farm does not plan on producin g jalapeno pe ppers in such hi gh quanti t y again wit hout a gu aran teed market, the successful produ cti on of jalapenos in 2006 showe d that jalapeno pepp ers could be produced effe cti vel y at UBC Farm in the future.  The rati ona le for choosi n g jalap eno peppers was that the y are a feasible crop to grow and sell to Bernoulli’s Bagels’ and will therefore aid UBC Farm in increasin g revenue.  This wil l also help promot e a sust ainable UBC food s ystem b y decre asing the dist ance Bernoulli’s Bagels’ jalapeno peppers travel and consequently the energy required for the peppers to reach Bernoulli’s Bagels.  In addit io n, the J alapeno Ba gel an d J alapeno and Cheddar Cream Cheese are popular items on Bernoulli’s Bagels’ menu and are app eali n g to potential consum ers, ac c ording to the surv e y resul ts (see appendix A) .   Currentl y, Be rnou l l i ’s Ba gels uses fresh jal apeno peppers fo r the jalap eno bagel and cream che ese (Kath y, personal comm unicati on, Mar 15) .  The group’s research showed that s u bsti tut ing jalapeno pepp ers from th e farm fo r the cu rrent jal apeno pepp ers pur chased by AMSF BD is a feasibl e ide a.  UBC Farm is able to suppl y the req uired amount , 5kg per order, at a reason able price of $2.25/l b (T. Ca rter, person al communi cati on, Mar 16) .  Each 5k g order of jal apenos lasts Bernoulli’s Bagels about 10 da ys , which means th at UBC farm would need to suppl y approx im atel y 15 kg of jalapeno pepp ers a mont h (Kath y, person al communi cati on, Mar 15) .      12  Although the opportuni t y to substi tut e UBC jal ape no peppers fo r those sup pli ed from All ied Foods during UBC Farm’s jalapeno pepper season was reasonable, the group was struck by the short length of the jalape no pepper season and se a rched fo r a wa y to prolon g the avail abil it y of jalapeno pepp ers from U BC Fa rm.  The group felt that if Bernoul l i ’s Ba gels and UBC Farm support froz en jalapeno peppers, the plan would be more pr acti cal and ben eficial for both UBC Farm and Bernoulli’s Bagels.  Ber noul l i ’s Ba gels could have UBC Farm ja lapeno peppe rs yea r round, a nd UBC farm wo uld have a mark et for inc reased j alapeno pepper producti on.   FROZEN JALAPENO PEPPER PROPOSAL UBC Farm was consul te d to obt ain their perspecti ve on the idea of fre ez ing pre -chopp ed jalapeno pepp ers. The Pr oducti on Coordinator at UBC Farm su pported the idea and call ed it a “local -food -s ystem - friendly idea” (T. Carter, personal communication, Mar 20).  The Production Coordinator confirmed that by freezing the peppers it would be possible to provide Bernoulli’s Bagels with a year’s supply, ther eb y ex tending th e short growin g season and helpi ng to support a sust ainable local food s ystem (T. Carter, personal comm unicati on, Mar 22).     Although UBC Fa rm showed support for the id ea of freez ing jalap eno pepp ers, when contacted, Bernoulli’s Bagels had some concerns.  A group member asked Bernoulli’s Bagels’ mana ger if sh e would be will ing to use fresh j alap eno peppers from Septe mber to mid October and fr oz en jalap eno pepp ers when the y are not in season at UBC Farm . The re was a posi ti ve re sponse to usi ng fresh peppers in season; however, the manager’s immediate response was negati ve to using froz en peppers. She did not see a reason to bu y froz en jal apeno pepp ers when fre sh pepp ers are av ail ab le ye ar round (Kath y, per sonal comm unicati on, Mar 26).  As wel l, in the past, Bernoulli’s Bagels had tried to freeze jalapeno peppers and found that cutting up the peppers wh en thawed was difficult, as the y did not retain their firmn ess (Ka th y, person al comm unicati on, Mar 26).     13  JALAPENO PEPPER FREEZING EXPERIMENT De spite Bernoulli’s Bagels’ resistance to frozen jalapeno peppers, the potential to im plement a strongl y sus tainable idea that emph as iz es the importance of su pporting local agriculture led the group to further investi gate.  Group members decid ed to conduct a freez in g ex periment to determi ne the quali t y of jal apeno pe ppers afte r fr eez ing.    Both whole jalap enos pe ppers and pepp ers that ha d been de-s eed ed and ch opped wer e froz en.  The pepp ers wer e double bagged and plac ed in a freez er fo r one we ek.  Upon thawi n g the jalapenos, it was disc overed that the y retained water and wer e sli pper y t o handle.  This woul d make thi ngs diffi cult if tryi n g to chop the tha wed whole peppers and is con sis tent with Bernoulli’s Bagels’ experience.  However, the precut frozen pepper s did not require an y further processi n g and were eas y to use.   To test how well the froz en and thaw ed jalapeno peppers would stand up in baking, two batches of jal apeno ch ed dar muffins were mad e: one wit h fresh jalap enos, and one with froz en jalapeno piec es.  Afte r thawing th e peppe rs, pape r towels were us ed to help absorb an y ex cess moi sture from the froz en pieces.  Froz en jalapeno pieces were then added t o the muffin batt er.   After bakin g, the two mu ffin batches wer e compar ed.  The muffins mad e wit h fr oz en jalapeno piec es did retain their shape but the tex ture was softe r than the muf fins prepar ed with fresh jalap eno peppe rs.  Despit e tex ture variati on, both batches tasted the s ame.  Thus, it may be plausibl e to use precut fr oz en jalapeno peppe rs in the jalapeno ba gel and cr eam che ese as lon g as moi sture content in the recipes ar e adjust ed.  COST ANALYSIS Although Bernoulli’s Bagels was not interested in using frozen jalapeno peppers, UBC Farm sti ll supported eval uati ng the potenti al of fre ez ing as a meth od of ex tending the sell in g season and were int e reste d in knowing what it wo uld take to accompl ish this (T. Carter, pe rsonal comm unicati on, Mar 28).  Thus a cost anal ysis was conducted to give the farm an idea of the   14  costs invol ved in growin g and fre ez ing jalap eno peppers.  If the result s are acc eptable to the farm’s logistics, including budget, labour, and facility considerations, the possibility of freezing other farm items ma y aid in increasin g the produ cti vit y of UBC Farm and help to creat e new wa ys for the farm to incr ease their revenu e.  Resu lt s of the cost anal ysis showed that it is ver y inex pe nsive to grow jala peno peppers, approx im atel y $17.00 pe r season, and that if volunt eer labor is used, the addit ional costs for the farm to process the pe ppers woul d be approx im atel y $3.00 per we ek while peppers ar e in season. Se e appendix B for cost anal ys is details.   LOGISTICS OF ORDERING  Bernoulli’s Bagels, along with the other outlets in the SUB building, currently place orders via a centr ali z ed sys tem throu gh the AMS F BD (N. Gre go r y, person a l communi cati on, Mar 27).  The AMS Procurement mana ger handl e s the accounts of various outl ets and sends orders to suppl iers.  AM SFBD Suppl iers include (N. Gre go r y, person al co mm unicati on, Mar 27):  Alli ed Foods Inc. – Produ ce   S aputo In c. - Dai r y prod ucts  Neptune Food Se rvice – Eggs  S YSC O CANADA - Me at and poultr y Bernoulli’s Bagels’ Baker, Marvin, and the AMS Procurement Man a ger str essed that it is absol utel y important fo r orderin g and rec eivi ng pr ocesses to be reli able (M ar vin, personal comm unicati on, Mar 28 and N. Gr e gor y, pe rsonal comm unicati on, Mar 27) .  It is imperati ve th at UBC  Farm gives Bernou l l i ’s Ba gels and AMS an accur ate pr ediction of the quanti t y and qu ali t y of jala peno pepp ers that can be provid ed , so the y can plac e their ord er to All ied Foods if necessa r y.  Accordin g to the AMS Procurement M ana ger, price, qu ali t y (siz e, shape, aestheti cs), a nd quanti t y are sti pulations that need to be declar ed befor e an agre ement can be made (N. Gre gor y, personal comm unicati on, Mar 27).     15  From the perspecti ve of UBC Farm, AMS F BD needs to comm it to purchasing a spe cified amount of jalapeno pepp ers, as UBC Farm is vul nerable to fin ancial loses (A. Fr ye , person al comm unicati on, Mar 14).  The farm needs to know under what spe cific co nditions Bernoulli’s Ba gels and AMSF BD would be wil li ng to purcha se from them.  Despit e th ese condit ions, UBC Farm’s Marketing Coordinator suggested that a contract between Bernoulli’s Bagels and UBC Farm is not nec essar y at this tim e (A. Fr ye, person al co mm unicati on, Mar 29).   For AMSF BD to ord er fr om UBC Fa rm, an email could be sent to AMS Stores from UBC Farm that includes the avail abil it y of jalapen o peppers each week, wh en the peppe r ar e in season (Septembe r to mid October).  From this information, AM S Stores could decide how much to purchase.  If, for ex ampl e, there is a limi ted ava il abil it y of UBC Farm jal apenos one week, then the order could be spli t so that most are purc hased from UBC fa rm, and the rest purch ased through the AMSFB D re gular produc e suppl ier, All ied Foods.   Correspondenc e with UBC Farm showed th at the farm wants all orde rs fro m AMS FBD to be combi ned int o a single ord er.  Th e orde rs sh ould be rec eived on the same da y of the week, and deli vered on ce per week.  To sim pli f y orders receiv ed from AMS F BD, orderin g from UBC Farm could b e cent rali z ed through Sprouts.  Spro uts is a small not -for-prof it combi ned gro cer y store and edu cati on cent e r in the SUB spe cializ ing in sell ing local, or ganic, and healt h y products.  The y ar e dedic ated to pur c hasing and sell in g prod ucts from UBC Farm wh en products ar e in season (Sprouts, 2005).  The y ar e not formall y co nnected wit h the AMS F BD as a student co -operati ve, but instead, th e UBC Food Co -op oper ates the store (Sprouts, 2005).  The y ord er separat el y from standa rd AMSFBD outlets; howev er, the AMS Procur emen t Manager man a ges their accounts . (Sprouts Sales Associate, personal comm unicati on, Mar 14) .   UBC Farm makes a deli v er y approx im atel y on ce a week to Sprouts, depend ing on produce av ail abil it y (A. Fr ye , personal comm unicati on, Mar 22).  Ord ers for the requir ed jalapeno peppers for Bernoulli’s Bagels, as well as any other items incorporated by other AGSC   16  450 scenario thr ee group s (potenti all y squash, h er bs, carrots, et c.) could be combi ned with Sprouts’ orders to UBC Farm to de cre ase the nu mber of small orders sent to the farm.  It would be most feasibl e if UBC Farm ord ers are rec eived and deli vered on ce per week to all AMS F BD outl ets purchasing from t he farm.  This would giv e UBC Farm a structured orderi n g and deli ver y s ystem, and would decr e ase labor requirem ents.  The orders could be deli v ered to Sprouts and then distributed from there to Bernoulli’s Bagels. UBC Farm invoices could be given to the AMS P rocurement Man a ger, as he is in char ge of mana gin g both Bernoulli’s Bagels’ and Sprouts’ accounts . Despit e the pro gr ess mad e on these arran gements, the group concluded th at it is ver y difficult for students, wh o are not form all y conne cted to UBC Farm or AMS to establish a formal relations hip between th ese two operati ons. The gr oup feels unsure of how to act as a medi ator and sugge st s that if UBC Farm is serious about improving their conne cti on with AMS , the y ne ed to m ake thi s a priorit y.  It would be in the best interest of UBC Farm to  sen d a repr esentative to show AMS  what the y ca n offer, in ord er to establi sh a concr ete all ianc e.   SURVEY  In order to ass ess the pot enti al success of th e proj ect, consumer att it udes towards UBC Farm, local agriculture, and Bernoulli’s Bagels’ jalapeno products were assessed throu gh a surve y.  See appendix A for compl ete surv e y resu lt s.   Surve y result s rev ealed that the majorit y of partici pants either did not know that UBC Farm ex ist ed or knew tha t it ex isted but were una ware of the locati on or services off ered.  Of those who wer e aw are of UBC Farm, the surv e y showed the y were fi rst ex posed to the Farm through a course, UBC Farm’s Markets, or through word of mouth. This suggests that increasing marketi ng ini ti ati ves to facil it ate awa ren ess of UBC Farm is warr anted.   When surve ye d, most par ti cipants felt that the y wo uld purchase loc al food if it were readil y avail abl e and co mpetit ivel y priced.  Th e surve y showed that the majorit y of consum ers   17  are will ing to acc ept a pri ce incr ease of $0.25 - $0. 75 if UBC Farm produ cts are inco r porated into Bernoulli’s Bagels’ recipes.  This data is very important as it may decrease Bernoulli’s Bagels’ and AMSFBD resistance to buying UBC Farm products if their concern is a potential price incr ease. In addit io n, bu yin g from UBC Far m ma y incr eas e c li entele as result s showed that consumers would be more likely to eat at Bernoulli’s Bagels if they served local UBC Farm foods.  Survey participants showed 100% support for UBC Farm’s vision of incorporating their products into the AMSF BD s ystem.  This da ta is important as it shows consum er support for the UBCFSP, specifically the group’s attempt to incorporate UBC Farm jalapeno peppers into Bernoulli’s Bagels’ products, despite potential price increases.    The surve y demons trate d an 89% int erest in a jal apeno ba gel or cr eam ch e ese. How ever, onl y 41% of participants had actuall y tried thes e two products.  This sugge sts that marketi ng strate gies could be impl e mented to increas e sales of thi s product and aw are ness of UBC Farm. Although these findings are hel p ful when an al yz i ng the potenti al suc cess o f our project, it is also important to note the limi tations of the surve y t echnique used.  Ther e was a potential response bias amon g sur ve y participants, as the surve y was conducted orall y. The group felt that par ticipants answered “yes” to supporting the UBC Farm’s vision despite a potential price increas e, in some cas es, in order to sati sf y the surv e y admi nist ers.   MARKETING STRATEGY  Bernoulli’s Bagels is located on the main floor in the SUB building at 6138 SU B Bouleva rd (AMS , 2007). This is a prim e locati on, as it is near the main entr ance to the SU B, one of the lar gest food desti nati ons at UBC, and it is in close prox im it y to the bus loop, Gage residenc es, and other hou sing alon g Unive rsit y Bo ulevard.  The ac cessi bil it y of thi s locati on is essential to the success o f this operati on and to the tar get ma rket (students, facult y, residents).    18  The locati on faces its highest traffic volume in the morning at 9am and 11a m (Kath y, person al comm unicati on, Mar 21).   UBC Farm has a very small budget to advertise their products.  It’s small -s cale ope rati on and conseque nt inabil it y to increase s ales to a lev e l that could compete with large -sc ale farms makes aggr essi ve promoti on unnecessa r y (A. Fr ye , personal communi cati o n, Mar 22).  How ever, by fo rming a conne cti on between the AMSFB D and UBC Farm, an opport unit y has come forward to increase awareness of UBC Farm’s existence and the concept of supporting local agriculture.  Th e best wa y to promot e the inco rpor ati on of UBC Far m’s jalapeno peppers into Bernoulli’s Bagels’ menu items is to promote UBC Farm’s connection to Bernoulli’s Bagels by using low cost and sust ai nable pra cti ces.  Marketi n g ideas also incl ude promoti ng UBC Far m itself, as thi s will ease marketi ng of UBC Farm ’s connection to the UBC campus, for example, the proposed connection to Bernoulli’s Ba gels. Th e incr ease in awaren ess of UBC Farm will eventuall y come full circle and in cre ase Bernoulli’s Bagels’ success as a business.  Recognition of UBC farm products wi ll encoura ge students to buy from Bernoulli’s Bagels, as students will want to support UBC Farm and ensure it s conti nued ex ist ence.  PROMOTIONAL IDEAS IMAGINE UBC The connection of UBC Farm to Bernoulli’s Bagels could be promoted through Imagine UBC , a pro gram that intr oduces first ye ar UBC students to what UBC has to offer. This woul d be a great opportuni t y for UBC Farm to gain ex posure to a lar ge population.  The fact that UBC has a farm on campus is not well known, as seen from the surve y result s.  Facil it ati ng int er est and awareness of UBC Farm in students’ first year at UBC will greatly boost UBC Farm’s acad emi c appe al.    19  UBC Farm could use thi s opportuni t y to adve rtise the connecti ons it has to different out lets and pro grams on campus .  UBC Farm could s how the benefits the y of fer st udents b y providi n g opportuni ti es and ex periences the y would normall y not gain throu gh othe r volunt eer acti vit ies.  UBC Farm off ers a wide variet y of edu cati onal pr ogr ams that help to promote the awa reness and enhanc e the ben efits of having a farm at UBC.   NEWSPAPERS AND WEBSITES  Bernoulli’s Bagels could advertise their UBC Farm jalapeno products in the Ubyssey, the UBC comm unit y newspa per.  Ub ysse y also design s and dist ributes a quarte rl y ne wslett er to which UBC Farm could send a brie f submis sion each mont h about what is going on at the farm and what students should look forward to.  Coupo ns could also be included in the AMS Insider for a discount on Bernoulli’s Bagels products that feature UBC Farm produce.   The AMS websit e could be further developed to i nclude a se cti on on UBC Farm produ cts ava il able throu gh AMSF BD outlets. As well , the Department of Com puter Science could also be contacted to creat e a cl ass project that would deve lop or update websit es fo r UBC Farm and Ber noulli’s Bagels. This would educate other faculties other than the Faculty of Land and Food S ystems about UBC Fa r m.       UBC FARM P romoti onal ideas that UBC Fa rm could impl eme nt include:  S ending a repr esentative to be a guest speak er at s emi nars to presen t on the ir area of ex pertise in order to deve lop academi c relations .    C onti nuing to bui ld and maint ain a custom er mail ing and contact list on database software.     Designin g a point of purc hase displ a y to promot e campus products that cont ain UBC Farm items and displa yin g it at UBC Farm Market s to encoura ge sales. Dis pla ys can be creat ed with help from ca mpus clubs, such as Friends of UBC Farm and The Art Society .    20   Offe ring fre e samples of farm produc e to incr ease awar eness. Possi ble locat ions or events incl ude: o The residenti al area su rro unding UBC o C raz y Da ys: Tot em and Vanier – UBC Farm coul d contact resid enti al life mangers  o Ima gin e UBC   Designing and distributing a free "how to farm successfully” pamphlet   S ett ing up a campus wide logo design contest, in conjugation wit h the arts facult y, to creat e a new logo for the farm .   P roviding publi c tours of the farm to incr ease awa reness of small sc ale fa r mi ng and UBC Farm.   Designin g a brochu re fo r UBC Farm that best ex plains the benefits of the programs and services of fer ed. If this h as alre ad y been don e, the information could be up dated.    Displ a yin g post ers on bu ll eti n boards around stud ent popul ated ar eas that s howcase Bernoulli’s Bagels products that use UBC Farm produce. See appendix C for a cop y of a proposed post er. PRICING STRATEGY W hil e making arr an geme nts for obtaining UBC Fa rm jalapeno pepp ers, cost was consi dered. Th e costs of producti on and input s incurred to produ ce a bagel shoul d be less than the price a bagel is sol d at.  Furthermor e, a reason able p rofit mar gin should be set in order to ensure that pric es are at a reasonabl e level.  Based on our findi ngs from the surve y, the majorit y of consum ers are will ing to support the UBCFS P visi on and increase th e pri ce of their pu rchas e.  Currently Bernoulli’s Bagels pur chases th eir jalap enos through th e AMSF BD suppli er Alli ed Foods at a pri ce of $2.65/l b (N.Gre gor y, per sonal comm unicati on, Mar 28).  As an attempt to engage in competitive pricing we suggest that the UBC Farm offers Bernoulli’s   21  Bagels jal apeno pepp ers at a price of $2.25/l b.  At cost, the UBC Farm jala penos are worth $1.27/l b, therefore UBC Farm would gain a profit of $0.98/l b (A. Fr ye , per sonal comm unicati on, Mar 22).  The cost of tra nsportati on from UBC Farm fluctuates acco rdin g to gas pri ces; howev er, both UBC farm and Bernoulli’s Bagels are on campus, significantly minimizing transportation miles.  This results in a low cost for delivering produce to Bernoulli’s Bagels and is an ecolo gicall y sust ainable method of dist ributi on, as minim al fossi l fuels woul d be required.   Bernoulli’s Bagels prices its bagels at a premium price.  This higher price strategy is a result of the convenient location of Bernoulli’s Bagels and the use of high quality ingredients in their products.  Fu rtherm ore, Bernoull i’s Bagels is the only AMSFBD outlet that sells bagels and cream chees e in the SUB (AMS , 2007).  As a resu lt , the y hav e the abil it y to char ge a hi gher price due to a dec reas ed influe nce of comp eti tors pricin g sim il ar products at a lo wer pric e.   Bernoulli’s Ba gels en ga ges in a pricin g strate g y th at is different compared t o other vendors outsi de of AMS because AMS re gulates t heir prices.  AMS sets a profit mar gin for products sold b y the AMSFBD outlets.  AMS rec eives a portion of the pro fits, which go es to s upporting AMS programs and services.  In turn, it is important for Bernoulli’s Bagels to get their ingr edients at a competit ive price in orde r to ensure that the y are able to capture a profit .  If costs of producti on ar e high and a set fr acti on of th e prof it is distribut ed to AMS and used to pa y taxes, a large profit for Bernoulli’s Bagels will not result. See appendix D for a breakdown of the cost of a bagel and cream cheese from Bernoulli’s Bagels.          22  RECOMMENDATIONS FUTURE AGSC 450 STUDENTS  1.  Further develop or imple ment marketi ng str ate gie s that will increase awar e ness of UBC Farm and the importance of bu yin g loc all y grown food. Future stud ents cou ld update Bernoulli’s Bagels’ current educational brochure that explains the importance of sust ainabili t y.   The brochure is available at Bernoulli’s Bagels. 2.  To confirm or refute surv e y result s, it is recomm e nded that the surve y be re -admi nist ered to acquire ans wers that re flect accur ate consum er opini ons.  An issue faced during the surve y was the ex cessi ve am ount of paper requir e d for indi vidual surve ys to be dist ributed, which was pa rtial reasoni n g for s electi ng an oral surv e y techniq ue. To countera ct this, surve ys can be printed on small pi eces of paper or admi nist ered onli ne.  Surve y qu esti ons ma y also need to be ev aluated to ensure that the y do not, t hemselves, promot e biased respons e s.  As well , stati sti cal ana l ysis of the surv e y could be done to determi ne the si gnifican c e of the result s.    3.  Focus on incr easin g awar eness and edu cati on of AMS staff on the i mportance of bu yin g locally and supporting UBC Farm.  When contacted, Bernoulli’s Bagels’ Manager and the AMS Procurement M ana ger wer e not intereste d in bu yin g ce rtain produ ce from UBC Farm if the y could conve nientl y bu y fr esh produc e from other suppl iers.  A gener al campai gn to encou ra ge awaren ess amon g AMS staff of the conc ept of sup porting local food could be dev eloped and implemented.   4.  Future AGSC 450 students could also ex periment wit h different freez in g te chniques (for ex ampl e, blanching the peppers prior to fre ez ing) and develop a convincin g campai gn to persuade AMSFBD and Bernoulli’s Bagels to consider frozen jalapeno peppers or other preserv ed products.  Free z ing techniques could als o be used for oth er UBC Farm   23  products.  As well , other methods of processi n g, s uch as deh ydr ati on, coul d be investi gated.   5.  From a busi ness poi nt of view, AMSFB D con cern s over the unpr edictabil it y of bu yin g from local produc ers are vali d. Perhaps upcomi n g students can brainst orm and discuss ideas on how businesses and UBC Farm can ove rc ome this barrier.  UBC FARM  1.  W e recomm end UBC Fa rm conti nue investi gati ng wa ys to add value to thei r products b y developi ng th e abil it y to process their produce on sit e.  As described earlie r , jalapeno peppers gro wn in the summ er months cou ld b y processed (seeds and stem removed) and froz en, and would ther ef ore be av ail able durin g th e winter mont h.  This would foll ow the guidelines found in the Visi on Statement for a Sustainable UBC Food S yst e m, as it would promot e a sust ainable method of fo od pro c urement.  If the fre ez ing proposal is feasibl e fo r the UBC far m, then jalapenos could be sold in three forms: fr oz en, pre -processed or whole.  Ev e n if the jalapeno pepp ers are so gg y upon thawin g and ma y not be suitable for bakin g, th e y are ex cell ent for cooking and could be sold at UBC Farm’s Marke ts.  Berri es grown at UBC Farm could also be froz en.  The farm tend s to have lar ge amount s of blackber ries i n the summ er that could also be added to recipes froz en or thawed.  2.  Through an an al ysis of surve y result s, it was foun d that man y people we re not aware of UBC Farm.  We recomm end that UBC Farm mak e its markets more of a social event b y including musi c, cr afts and fami l y acti vit ies in order to appe al to a broad population group. In orde r to raise awaren ess in the youn ger population, more events such as Farm Aide could be impl ement ed in the future.  Ev en if UBC Farm does not hav e enough supply to meet demand, raising awareness of UBC Farm’s markets would raise   24  awareness of farmers’ markets in general and con sequentl y, the id ea of lo c al food producti on. 3.  It is also recomm ended t hat in order to make th e UBC food s ystem more s ustainable, UBC Farm could use a bike deli ver y s ystem on campus .  Inste ad of UBC farm using cars or trucks to make campu s deliveries, bi ke cou riers could be used to deliver the jalapenos and other produ ce to the SUB.  When consul ted, UBC fa rm said that the y have looked int o bike couriers as a po ssi ble zero -emi ssi on strateg y in the past; howeve r, the y are concern ed that it would not be ver y efficient as campus deli veries can be quit e large (A. Fr ye, personal comm unicati on, Mar 20).  Curr entl y, deli ve ries are made vi a two lar ge Rubbermaid containers each for Sage Bistro and Sprouts.  If Bernoulli’s Bagels was added to this list , it could easi l y tak e 4-5 bike trips (A. Fr ye , pe rsonal com muni cati on, Mar 20).  Neverthel ess, this idea shoul d be looked int o further, perh aps b y using a cost anal ysis or emi ssi ons ana l ysis of a bike deli ver y versus a car deli ve r y s yste m.  UBC SUSTAINABILITY OFFICE 1.  Enl ist ing comm erc e students who are educ ated in the area of mark eti ng and busi ness could help the project su cce ed while establi shin g acad emi c bonds betwe en facult ies. This would also include devel oping busi ness rel ati onshi ps with AMSFBD outlet s to tr y to inco rporate more of the UBC Farm’s products in not only Bernoulli Bagels but in other AMS FBD outlets. Wit h increas ed academi c and business relations hips acro ss campus , UBC Farm would be able to become a financi all y independent or ganiz ati o n. 2.  It is also recomm en ded that the UBC Sustainability Office provide Bernoulli’s Bagels and AMSFB D Mana gem ent wit h the surve y result s to persuade them to pur chase loc al UBC Farm jalapeno pep pers for their products. S urve y result s showed con sumer support for local produ cts.      25  CONCLUSION  S urve y result s showed st rong consum er inter est in the concept of suppo rting loc al food producti on and UBC Fa r m.  However, as man y co nsum ers are un awa re of UBC Farm and the concept of loc al food pro ducti on, there is an impre ssi ve opportuni t y to p ro mot e UBC Farm and raise awareness for the importance of local food.  As Bernoulli’s Bagels will not accept frozen jalapeno pepp ers, it was decided that a pla n to impl ement froz en jalapenos will not be proposed for fall 2007.  However Bernoulli’s Bagels i s will ing to support the fa rm by bu yin g fr esh jalapenos for as long as UBC Farm can suppl y th em, likel y from September to mid October. Therefore, Bernoulli’s Bagels could use jalapeno peppers from UBC Farm beginning September 2007 if the UBC sust aina bil it y office and the UBC Farm carry the group’s proposal forward.                                26  REFERENCES Alma Mater Societ y of UBC. (2007). About the AMS . Retrieved Ap r 2, 20 07, from   http:/ /www.ams.ub c.ca/a bout  Alma Mater Societ y of UBC. (2007). Bernoulli’s Bagels . Retrieved Apr 2, 2007, from  http:/ /www.ams.ub c.ca/b ernoulli   Auto Hopper (2007 ).  Gas Mileage Estimates .  Retrieved April 2, 2007 fro m:  http:/ /www.autohopper.c om/ fuel_econom y_ca rs/r esult s_gas_mi lea ge.asp   Cit y of Van couver.  (200 7).  City Compost .  Retrieved Mar ch 31, 2007 fro m:    http:/ /www.cit y.vancouv er.bc.c a/en gsvcs/sol idwa ste/grown atural/ cit ycomp ost.ht m   Food Safe. (2007).  Food Safe Frequently Asked Questions .  Retrieved Apri l 2, 2007 from:  http:/ /www.foodsafe.c a/F S Questi ons.ht m#S erver   Full er, Jessi ca.  (2006).  Implementing Seasonal Pizza at Pie R Squared .  FNH 497 -Dire cted Studies .  Group 3. (2006). UBC food system collaborative project V . Retrieved Feb 20, 2007,  from htt p:/ /www.webct.u bc.ca/S C R IP T/a gsc_450/ scripts/ student/ serve_bull eti n   Group 9. (2004). The UBC farm: Forming market relationships . Retrieved Feb 20,   2007, from htt p:/ /www.webct.ubc.c a/S C R IP T/a gsc 450/s cripts/ student/ serve bull eti n    Group 13. (2006). Agsci 450 food system project: Scenario 2. Retrieved Fe b 20, 2007,   fr om htt p:/ /www.webct.u bc.ca/S C R IP T/a gsc_450/ scripts/ student/ serve_bull eti n   Harris Seeds (2007).  Harris Seeds Catalogue .  Retrieved Ma rch 31, 2007 from:    http:/ /gardene rs.har rissee ds.com/ cart/sea rch_r esult s.asp? tx tsearchpar amcat =A LL&tx tsear chp ar amt ype=A LL&i lev el=1 &tx tsearchparamm an= A LL&tx tse archpa ramven =A LL&t x tfromsear ch=f romS ear ch &tx tsearchp ar amt x t=mulch   Halweil , B. (2002). Hom e grown: The case for loc al food in a global mark e t. Worldwatch  Institute, 1 -84.   Mapquest (2007).  Dir ect ion Inqu ir y.  Retri eved April 2, 2007 from: www. mapquest.com   Sears Canada (2007).  Freezers.  Retriev ed April 2, 2007 from:   http:/ /www.sears.ca/ gp/s earch/ ref =sr_nr_n_1/002 98439032826434? ie=UTF8&s ears Br and= core &rh =n%3A15867831%2Cn%3A 15860851%2Cn%3A163 48351%2Cn%3A163638 01&pa ge=1   S prouts. (2005). About us .  Apr 2, 2007, from: htt p:/ /www.ams.ub c.ca/clubs /nfc/? page=aboutus   Southern Drip Irri gati on.  (2007).  Southern Drip Catalogue .  Retrieved March 30, 2007 from:  http:/ /www.sout herndrip.com/S outherDripC atalogue.pdf   UBC Farm. About the UBC Farm . Retrieved Apri l 12, 2007, from UBC Fa rm at the Universit y of Britis h Colum bia Web site: http:// www.landfood.ubc. ca/u bcfarm/about.php    27  APPENDIX APPENDIX A – SURVEY RESULTS 1 )  Ho w fa miliar ar e yo u wit h t he UB C Far m? a)  No t fa miliar at all     37%  b)  A lit tle bit fa miliar     43%  c)  Fair l y fa miliar      15%  d)  Quite fa miliar      3%  e)  Ver y fa milia r      2%  2)  Ho w did yo u hea r ab o ut the U B C Far m? a)  W o r d of mout h     32%  b)  I nter net       15%  c)  Ro ad sig ns     21%  d)  P r int med ia      2%  e)  Other (Class, Farmer’s Markets, etc.)  30%  3)  Ho w i mp o r tant is b uyi n g loca ll y -p r o d uce d fo o d to you? a)  No t at all i mp o r tant     15%  b)  So me wh at i mp o r ta nt     49%  c)  Fair l y i mp o r tant      21%  d)  Quite i mp o r tant      8%  e)  Ver y i mp o r tant      7%   4)  Would you be willing to support UBC’s vision of incorporating UBC Farm items, which are grown locally and organicall y, i nto the AMS Foo d and Bever age syste m? For example, incorporating UBC farm’s fresh produce into Bernoulli’s Bagels’ recipes.  a)  Y e s       100 %  b)  N o       0%   5)  W o uld yo u be wil lin g to sup p o r t inco r p o r ating UB C Far m it e ms i nto the AMS Foo d and Bever age sys te m if inco r p o r ating UB C far m pro d uce mea nt pric e incr ea ses?  a)  Y e s       98%  b)  N o       2%   6)  W hat price incr ea se is acce p ta b le to you, i f an y?  a)  0      2%  b)  $ 0 . 0 1 - $0.25     10%  c)  $ 0 . 2 5 - $0.50     35%  d)  $ 0 . 5 0 - $0.75     29%  e)  $ 0 . 7 5 - $1.00     18%  f)  $ 1 . 0 0 +       6%   7)  Do you currently eat at Bernoulli’s Bagels? a)  Y e s       53%  b)  N o       47%   8)  Would you be more likely to eat there if Bernoulli’s bagels sold local, organic UBC farm products?  a)  Y e s       54%  b)  N o       46%    28  9 )  Does a Bernoulli’s jalapeno bagel or jalapeno cream cheese sound appealing to you?  a)  Y e s       89%  b)  N o       11%   10)  H a ve yo u tried the Jalap eno Bagel?  a.) Yes      41%  b.) No      59%  ___ __ _ __ _ __ _ __ _ __ _ __ _ __ __ _ _ __ _ __ _ __ _ __ _ __ _ __ _ __ __ _ _ __ _ __ _ __ _ __ _ __ _ __ _ __ __ _ _ __ _ __ _ __ _ __ _ __ _ __ _ __ __ _ _ _   APPENDIX B – COST ANALYSIS OF GROWING AND FREEZING JALAPENOS PEPPERS   The major costs associated with growing jalapeno peppers are outline below .  They wer e det er mi ned via di scussi on wit h the UBC Far m product i on coor di nat or , Tim Car t er .    1.  Cost of jalapeno seeds  The UBC far m plant s jal apeno seeds in earl y Apr i l , and har vest in lat e Aug ust .  The jalape nos are grown in a pol yhouse , in which no art if i ci al light or heat is requir ed.  Thi s hel ps to create an effect i ve sol ut i on to decr ease product i on cost s.   For the upcomi ng j al apeno seas on, UBC far m has order ed a 14g package of seeds from West Coast Seeds .       A 14g package of seed costs $6.05. 2.  Compost  The UBC far m use s compost made from ani mal bedding as the pri mar y met hod to mai nt ai n soil fert il it y.  To plant the jal apeno pepper s, 1 inch of this compost is needed ever y year . To est i mat e cost s of product i on input s, the pri ce of finishe d compost was use d.  The Vanc ouver landfi ll in Del t a sel ls finishe d compost for :   $10 per 1.3 yards (or 46.8 inches) (Cit y of Vanc ouver , 2007) .    To plant the jalape nos, the far m wil l requir e 1 inch, whi ch is:  $10/ 46.8i nche s =  $0.21 per inch 3.  Irrigation Tape   The UBC far m curr ent l y uses the suppli er Southern Drip Irrigation to purchase “Netafim typhoon drip tape” (Southern Drip, 2007).  Using the order catalog, the cost is $0.15 per f eet .  The pep per s use approxi mat el y 100 inches of tape, or 8.3 feet .    Thus:  8.3 ft x $0.15/f t = $1.25 4.  Black Plastic Mulch  Black plasti c mul ch is oft en use d for pepper product ion to cont rol weeds , keep the soil war m, and ma y hel p obt ain higher yields.    One 3’ x 50’ roll of black plastic mul ch wil l cost = $9.60 ( Harr i s Seeds, 2007) .     Major inputs to grow jalapeno peppers           Inputs  Cost Jalapeno seeds $6.05 per seas on  Compost $0.21 per inch  Irrigation Tape $1.25 (for 8.3ft )  Black Plastic Mulch $9.60 per roll    TOTAL $17.11 per growing season   29  The major costs associated with processing and freezing the jalapeno peppers are outlined below:      Major Inputs to Process and Freeze the jalapeno peppers    If UBC far m sel l s jalapenos for $2.25 per pound, and      Bernoulli’s needs 5kg every 10 days then:   5kg x 2.2 = 11 lbs x $2.25/ lbs = $24.75   Thus the far m input s to freeze the jal apeno pepper s                    ( $53.20) woul d exceed thei r prof it ($24.75)    However , vol untee rs primar i l y do the labor .             If labor costs are taken away: $53.20 – $4.60 – 46.20             =  $2.40 to proce ss and deli ver the peppers.      Thus freezi ng the jalapeno pepper s may be a feasi ble idea and the         farm coul d possibl y look int o free zi ng other far m items as wel l to             help boos t revenue an d promot e a local food s ystem. 1.  Labor: To Pick Jalapeno Peppers  The UBC far m producti on coor di nat or est i mat es a time of appr oxi mat el y 20mi ns to pick 5kg of jalape no pepper s.  Alt hough most of the far m wor ker s ar e vol unt eer s, paid wages wil l be use d for the pur pose s of this cost anal ysi s. The cur rent wage pai d to far m wor ker s is $14/hour .   Thus har ves ti ng the pepper s for 20mi ns would cos t:  $14/ hour = $14/60mi ns  = $0.23/min    Har ves t ing peppe rs for 20mi ns x 0.23/ mi n = $4.60 to pick the peppers each week    2.  Labor: To Process Jalapeno Peppers  Proc ess ing invol ves removi ng the stems and seeds, and then dici ng the pepper s befor e freezi ng.    Through our free zi ng expe ri ment , we timed how long it takes to proces s one pepper .   It took appr oxi mat el y 1.5 minutes , but may be mor e or les s depe ndi ng on the skil l of the worker .   Upon wei ghi ng j al apeno pepper s at a grocer y st ore, one pound = 12 peppers                           12 pepper s x 1.5mi ns = 18mins to proces s 1 pound of peppers  Bernoulli’s Bagels needs 5kg (11 lbs) of jalapenos every 10days.  Thus:    18mi n/ l b of peppers x 11 lbs = 198mins or 3.3hours    $14/ hour x 3.3hour = $46.20 to process the peppers each week   3.   Cost of Food safe   In order for the j al apeno pepper s to be process ed, the UBC far m must obtai n food safe cert if i cati on.  Ever y oper ator of a food ser vi ce est abl i shment must hol d a food safe certi fi cat e, as wel l as ensu re that whi le the oper ator is abse nt , at least one empl oyee prese nt hol ds a food saf e cert if i cate (Food Saf e, 2007) .  Food saf e level 1 price s range from appr oxi mat el y $55-$99, depending on the locat ion and company off er ing the cour se.   4.  Transportation Costs  The dri vi ng distanc e bet ween the UBC Far m and the Student Union Buil di ng was det er mi ned to be 1.80 miles (Mapquest , 2007) .  The UBC far m cur r ent l y makes del i ver ies in a 1990 Toyot a Hat chbac k (Aut o Hopper , 2007) .  Wit h a gas mil eage of appr oxi mat el y  20 miles per gallon , and an est i mat ed gas price of $1.15/L then:   1.80 mil es x 1gal l on/ mi l e = 0.09gal l ons (1 gal l on = 3.785L) = 0.34L of gas    0.34L x $1.15/ L = ~ $0.40 x 2 (trip back to far m) = $0.80  5.   Freezer Costs  T he UBC Far m does have a freeze r , but it is cur rentl y inoperable. Thus the far m will also have to also take int o consi der at i on the costs of eit her buyi ng a new one or repai ri ng the exi st i ng free zer .  The appr oxi mat e cost s of buyi ng a new freezer are ~ $200-500 (Sear s Canada , 2007) .  Inputs  Cost Cost per week Labor: to pick peppers $4.60 each week  $4.60  Labor: to process peppers $46.20 each week  $46.20  Food Safe Certification $55 - 99 (aver age: $77)  $1.60  Transportation $0.80  $0. 80  Freezer $200 - 500  n/a     TOTAL  $53.20 each week   30  APPENDIX C – PROMOTIONAL POSTER    APPENDIX D - BAGEL COST BREAKDOWN  Allocation of Cost Amount C ost of Bagel and Phi lad elphi a cream che ese  $0.55  Government Tax es  $0.13  Supporti ng the AMS res ource groups like SASC and the Student Environmental Center  $0.10  Repa ym ent of renov ati on  $0.43  Pa yment to mana ger and student staff  $0.89  Total for toasted bagel with cream cheese $2.10   

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