socialvore food tribe trend report_chauncey zalkin 2016_smaller

LOCAVORE<SOCIALVOREFrom Local Food to Local Food Culture

Chauncey Zalkin 2016

LOCAVORE

regional foods and seasons wheel put out by creators of the locavore movement

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LOCAVORE

The locavore movement, defined as a diet consisting of locally grown or produced food, was started in San Francisco in 2005 and gained momentum through good food stewards such as chef / activist Alice Waters and others.


SUSTAINED UPWARD GROWTHConsumers’ appetite for local foods is exploding. Overall, local foods generated $11.7 billion in sales in 2014, and will climb to $20.2 billion by 2019, according to Packaged Facts, a market research firm. – Fortune, 8/21/15!The local food movement is growing rapidly. The U.S. Department of Agriculture reported a 9.6 percent increase in National Farmers Market Directory listings this year. In 2010, the U.S. had 6,132 farmers markets; (by 2012) it (had) 7,864. – How green is local food? Renee Cho 9/4/12, State of the Planet, Earth Institute Columbia University


http://www.packagedfacts.com/article/2015-03/Local-foods-sales-boom-par-%E2%80%9Corganic%E2%80%9D

http://www.ams.usda.gov/AMSv1.0/ams.fetchTemplateData.do?template=TemplateU&navID=&page=Newsroom&resultType=Details&dDocName=STELPRDC5099756&dID=1

WHY LOCAL?

Fresh

Close by, easier to know more about

Supports Local Economy

Fosters Community

Regenerative (heirloom, eco-system, replenished, the soil) / Sustainable (carbon emissions)


LOCAL MEANS LAND. AND PEOPLE.

Understanding and celebrating local land history

Understanding and celebrating local cultural history


THE LAND

In the last century, nearly 75% of the genetic diversity in our food supply has been lost. This lack of biodiversity threatens global and local food security. The raising of Heritage produce and Heirloom animal breeds preserves important lineage.!!

*Food and Agriculture Association of the United Nations Chauncey Zalkin 2016

CULTURE AND TRADITION

Celebrating a sense of place

Cookbooks and magazines that celebrate the specificity of a region, a community, even a neighborhood.

local markets

locally inspired products and goods

If you meet the chef at McCrady’s in Charleston, South Carolina, he’ll probably offer to feed you heritage-breed

pig dating back to the days of the homestead, when pigs were still, well, pigs—foraging on their own, rooting

around in the earth, and, ultimately, tasting the way they were meant to taste. – Garden and Gun


HEALTH CONSCIOUSNESS

Nearly 80 percent of Millennials surveyed by the National Restaurant Association said they are more likely to visit a restaurant that offers healthy options, and 66 percent of fast casual restaurant operators said their customers are more interested in locally sourced items than they were two years ago. - National Restaurant Association

add to that a national trend toward health consciousness

driving everything in the marketplace.

"Healthy fast casual" restaurant sales totaled $384 million in 2014, up 30 percent from the year before. - cbsnews, Healthy Fast Food? Americans Are Eating It Up, May 2015


BARRIERS TO KEEPING IT LOCAL

measuring food miles. “There is no consensus on a definition of “local” or “local food systems” in terms of the geographic distance between production and consumption.” - USDA

“In order to maintain current output levels for 40 major field crops and vegetables, a locavore-like production system would require an additional 60 million acres of cropland, 2.7 million tons more fertilizer, and 50 million pounds more chemicals.” - Freakanomics blog

there are currently challenges with distribution, cost, oversight, food safety, using resources to grow in different climates, etc.


BUT LOCAL IS SO MUCH MORE“Local” is so much more than the locavore movement in food. It’s about focusing on community, the people around you, the place you are in.

It’s an antidote to fatigue from our wired global world.

It’s driving health consciousness into the community, all kinds of community, in different ways.

Locavore is evolving into helping the community get to good food.


TREND: MINDFULNESS

Over the past few years, there’s been a trend toward *MINDFUL

LIVING.

thinking about your actions, thoughts and feelings.

being in the moment

being present

*Mindful Living named a top trend by JWT for “2014 and beyond”


!

THE DRIVE TO BE PRESENT

We are alienated from our surroundings as we stay tethered to our devices, our work, our busy schedules.

As a result, we crave real-time substance, meaning, and connectivity in the world immediately around us.

We want to be in the PRESENT, in the NOW

This means in our

• Jobs

• Personal interactions

• Leisure experiences

• The food we consume and how we consume it


RAISING OUR AWARENESS

Unplugging from our devices

What we’re putting in our body

Michelle Obama’s Let’s Move anti-obesity campaign

Political activism

“There’s a renaissance of political activism going on, and it exists on every major campus,” - Harold Levy, former chancellor of NYC public schools , Atlantic Monthly, The Renaissance of Student Activism, May 2015


Locavore + Mindfulness / Community = Introducing the

Socialvore


FOOD THAT ACTIVATES

Farmer’s markets - a weekly social activity

Food co-ops

CSAs (at Haven’s kitchen in NY CSA has a pick-up party)

Getting fresher, more local food to an underserved community and a fast-paced society

Now we are looking for food that activates


PRIDE

whatever community you’re in, there’s something to have pride in.

a way to make it fresh

regional ingredients

regional heritage livestock and heirloom produce varietals.

empowering the people that make up the community

listening and involving the people, their needs and their culture


Socialvore in Action: Examples


“We fundamentally believe that wholesomeness, deliciousness and affordability don't have to be mutually exclusive concepts in fast food. We believe that fast food restaurants can truly empower the communities they currently underserve. We believe that the giant corporations that feed most of America have degraded our communities by maximizing profits over decades. We believe that chefs should feed America, and not suits.Welcome to #LocoL.”

In the Watts neighborhood of Los Angeles


“For two quid we give them the chicken they want but we also can try and introduce them to other foods. To get them eating sweet potatoes and coleslaw and food they know from the usual places just not made out of palm oil and hydrogenated vegetable oil.” -co-founder, Hadrian Gerrard, about the Tottenham restaurant


Northern California


Thug Kitchen vegan blog’s mission statement - Everyone deserves to feel a part of our push toward a healthier diet, not just people with disposable incomes who speak a certain way. So we're here to help cut through the bullshit. Promoting accessibility and community are important as f**k here at Thug Kitchen. We've got a big table and everyone is welcome to it.

Real talk that demystifies the food movement and makes it accessible to all.


Haven’s Kitchen, cooking school and meeting place in NYC, teaching busy Manhattanites how to cook simple seasonal food, blocks away from Union Square Farmers Market.



Edible Schoolyard NYC, school garden and kitchen classrooms in the neediest neighborhood of every borough — making seasonal food accessible and understandable to inner city youth.



DIFFERENT CONCERNS COMING TOGETHER

local pride and education

saving our earth

getting healthy

be present and aware

locally underserved

fast-casual

!


We’re headed toward a democratization of the Food Movement

Accessibility for all


Talking to people, not at them.

Fostering a cultural understanding of how people truly eat and socialize

Adapted for a healthier more planet-conscious time.


This is an opportunity for big food companies and food entrepreneurs alike to connect with their own communities,

serve the underserved, and address issues of local culture and needs - both

economic and social.


SUGGESTIONS

garden centers that serve food and sell fruit and veggies

farmers market stands and food trucks

drive through farmers markets

mini healthy markets like Whole Foods 360

affordable fast casual and fast food with local, seasonal foods

community activities and events, education, and home grown products


socialvore food tribe trend report_chauncey zalkin 2016_smaller

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