UBC Undergraduate Research

Home grown : Buy BC campaign Aikins, Lauren; Kwong, Sally; Park, Sean; Wong, Ida; Wong, Packy


Over the last years, UBC Campus Sustainability Office and UBC Food Services have participated in the UBC Food System Project, aiming to identify barriers and create opportunities to enhance the sustainability of the UBC food system. Brenda Sawada, the Manager of UBC SEEDS, believes that there is a necessity to promote local food consumption on the UBC campus, and approached the marketing department to design a marketing campaign to support the project. In order to better understand current UBC students’ attitude on locally-produced food, an exploratory interview was conducted in October 2004. 31 students, including graduate students, residence students, and non-residence students, completed this interview. This exploratory interview revealed the need to educate UBC students on the positive relationship between consuming locally-grown products and campus sustainability. UBC students are generally aware of the economic benefits of consuming local produce, yet they do not have an understanding of how buy local will benefit UBC in the ecological and social aspects. Thus an educational campaign will be needed to increase students’ awareness on the relationship between consuming local produce and sustainability. Implementing an educational campaign should change residence students’ consumption patterns so that they will include more BC produce in their diet. Some elements of the educational campaign will include modification of the UBC Food Services website, point of sales promotion, information table, and a paragraph writing competition. Residence students’ feedback and evaluation on the campaign will be gathered after a short period of time to measure its effectiveness. The result will also be used to determine if UBCFS should expand the educational campaign to other student sectors of the university. 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.”

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