september 2008 ? issue twelve always more online @ eatdrinkmag.net 13 sen for these ads because they already had long-standing relationships with Loblaws. Some critics suggest that by jumping on this bandwagon, it is just another way for national grocery chains to monopolize the marketplace. It should be said, however, that we are one step closer to the ideal model to which the purists subscribe, by at least buying regional Canadian produce over the imports. During the peak of the Canadian harvest season, Loblaws offers 150 to 180 produce items in Ontario and Quebec stores. The new campaign has about 500 growers supporting the effort across Canada. Before this promotion came into effect, Loblaws is reported to have purchased $750 million of Canadian produce last year. This amounted to roughly a quarter of their total produce purchasing. This year, Loblaws is hoping to increase their produce sales by a further 10%, and the "Grown Close to Home? focus is intended to support this sales growth. In August, local stores marketed and featured a variety of samplings that included regional peaches, pears, apples, blueberries, broccoli, cauliflower, watermelon and cantaloupe. The coordinators of the Upstairs at Loblaws/Superstore community kitchens, many of them well-known local chefs and accomplished cooks, provide a nationwide program offering group and private cooking classes, as well as a variety of programs aimed at children. These coordinators have been offering cooking demonstrations and samplings featuring "Grown Close to Home? fruit and vegetables. Mike Venton, Loblaws' Senior Vice President of Produce says, "Buying Canadian is good for the economy and good for our farmers.? A survey commissioned by Loblaws this past July revealed that 86% of approximately 1,000 Canadian respondents agree that, given the option, they would prefer to buy Canadian produce. I predict, in the not too distant future, the celebrity farmer and producer will have an even more pronounced profile, resulting in an increased influence in reforming the local food systems. Food enthusiasts are now following farmers, the way they follow celebrity chefs. Menus identify the provenance of products, farms and farmers. Things are changing. But here is the good news: the more things change the more they stay the same. We still have the farmer's markets, fall agricultural fairs, food festivals, farm stands and independent farmers a short distance outside of the city. The Tomato Fest hosted by the City Farming Project on September 23rd is a way to connect with one of the local food movements, meet some farmers and chefs and taste some really flavourful tomatoes. ? BRYAN LAVERY is a well-known local chef, culinary instructor and former restaurateur. As eatdrink's "Food Writer at Large,? Bryan shares his thoughts and opinions on a wide spectrum of the culinary beat.

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