[getsmart-l] A 100-mile market for all seasons

[John O'Gorman]

----- Original Message ----- 
From: TFPC at toronto.ca 
To: TFPC - Toronto Food Policy Council 
Sent: Thursday, October 11, 2007 4:23 PM
Subject: A 100-mile market for all seasons



http://www.thestar.com/article/264410
  
TheStar.com - News

 A 100-mile market for all seasons 
Store encouraging consumers to buy food grown close to home

October 07, 2007 
Roberta Avery
Special to the Star


MEAFORD-The rich dark earth clings to the misshapen carrots and the irregular-sized tomatoes carry battle scars, but this is fresh food and David Harper, the farmer who harvested them just hours ago, is now selling them to an appreciative crowd.

"I think this is a fabulous idea," says Andrew Leach as he fills his shopping bag Thursday at the newly opened 100-Mile Market in the Georgian Bay community of Meaford. Leach says the community is buzzing about the concept.

"I don't think they'll need to do any advertising," says Leach, brother of Robin Leach of Lifestyles of the Rich and Famous fame. 

Harper and his partner, Barbara Kay, aim to offer one-stop shopping for followers of the 100-Mile Diet - the plan by Vancouver authors Alisa Smith and James MacKinnon that encourages consumers to shop for food grown closer to home.

Harper believes their 100-Mile Market is a first for Ontario, but hopes similar outlets will spring up in small towns across the province.

Unlike the rural locations of farm gate stores, the 100-Mile Market is located in a grand Victorian building in Meaford's downtown core, and Harper and Kay have invited local farmers to rent space. 

Foods on offer include grains, flours and cereals from Grass Roots Organic in the hamlet of Desboro, about 50 kilometres southwest of Meaford, rosy red apples from Meaford-area orchards, and locally produced meats, honey and preserves. There is also local, organic yogurt and ice cream and Kay says there will soon be a variety of locally produced artisan cheeses.

"You won't be able to buy tomatoes here in January, so enjoy them now," says Harper as a customer piles the plump fruit into a basket.

Kay hopes the market, which unlike most open-air farmers' squares, will be open all year, will help to encourage consumers to eat food that is in season. 

"Food tastes better when it's fresh and hasn't been transported thousands of miles," she says.

Harper is leaving part of his root vegetable crop in the ground until January - the earth covered with a blanket of snow is the best natural type of storage, he says.

Harper and Kay, who both worked in product development in Toronto's biotech industry before moving to Meaford in 2004 to open an elk farm, say 100-Mile Market products are not genetically modified.

"People who are used to buying bright red and uniform-sized tomatoes in the supermarket don't realize that tomatoes come in all sorts of colours and sizes with a range of fabulous tastes," says Harper. 

Local farmers, who pay $12 a week for shelf space to display products in the 100-Mile Market plus a 10 per cent commission on sales, are thrilled to have a year-round outlet, says Donna Janson, owner of Meaford's Scotch Mountain Meats.

"Many of us have farm stores, but in the winter months the snow is waist deep and customers can't get to the door; this is a great solution," she says. 

Sean McGivern of Grass Roots says the market is a way for small farms like his to remain competitive." It's a way for us to reach the consumer directly so that we can offer affordable products," he says.

Jacquie Hendry, the Grey County North Regional Director for the Ontario Federation of Agriculture, would also like to see 100-Mile Markets across the province.

"It would help tourism as visitors would be able to get fresh food from the region - fresh-picked peaches in Niagara, Georgian Bay Apples, every area has something special to offer," she says.

Farmers care passionately about the environment and offering products in the local marketplace cuts down on fossil-fuel emissions from transporting goods over great distances, says Kay.

"When the average North American sits down to eat, each ingredient has typically travelled at least 1,200 miles (1,900 kilometres) from farm to plate," says Kay. "We're trying to make it easier for the consumer to buy locally produced food. 

"Together we can make a difference," says Kay.

The 100-Mile Market is open Thursdays, Fridays and Saturdays.





http://www.thestar.com/article/264410
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