Partnering for Local Sustainable Food: The LFP Approach Presented by Mike Schreiner Vice President, Local Food Plus October 15, 2008

2 Local Food Has Gone Mainstream

3 Market Research: Local is an Emerging Trend 79% of Ontarians prefer to buy locally grown food 71% are willing to pay more 91% would buy more local food if it was made more convenient 55% seek out and buy local food at least once a week 54% always check labels to see where their food comes from Greenbelt Foundation Environics Local Food Survey

4 Market Research: Sustainable is a Growing Trend 92% of consumers identify sustainability as an issue 20% annual growth in organics in the past decade 20% annual growth in fair trade products over the past 5 years Eco-labels cover a growing range of products from forestry to food Growing list of local labels Food is becoming a value driven market

5 What Values are Driving Interest in Local Sustainable Food? Support for local farmers and the local economy Freshness and flavour Food safety, bio-terrorism and food security Reducing greenhouse gas emissions Environmental and health concerns Authentic food experiences and good food stories

6 Urban Sprawl ½ of Canada’s prime farmland is in Southern Ontario Almost all of it is under threat from urban sprawl

7 LFP: Putting the ‘Plus’ in Local Food Sustainable production systems that reduced the use of chemicals Safe and fair working conditions Healthy and humane care for livestock Protect & enhance wildlife and biodiversity Reduce energy consumption and greenhouse gases Foster a strong local economy

8 The Middle: Market Development and Supply Chain Linkages Linking Farmers To Eaters

Education, Marketing and Public Relations

10 The LFP Approach: What’s in it for Institutions, Restaurants and Retailers? Positions a government, institution, restaurant or retailer at the forefront of emerging market trends Responds to client concerns Demonstrates responsibility to the larger community and the environment Creates a market advantage

11 LFP: An Award-Winning Organization Winner of Now Magazine’s 2007 Best of Toronto award for BEST GREEN INITIATIVE Winner of Environmental Award of Excellence at the 2007 and 2008 Green Toronto Awards Canadian Environment Award for Market Transformation.

The LFP Campaign Theme

Partnering for Local Sustainable Food: The LFP Approach Presented by Mike Schreiner Vice President, Local Food Plus October 15, 2008