golden horseshoe economic profile - section 6: cultural ... · section 6 - cultural and social...

SECTION 6

CULTURAL AND SOCIAL TRENDS AND ISSUES

This Section Prepared by:

Project Coordinated By:

SECTION 6 - Cultural and Social Trends and Issues

6.1 6.1 October 2014

6.1 Introduction

Given its location in the region with the most highly urbanized populations in Canada, the agricultural sector in the Golden Horseshoe (GH) region has the potential to be impacted by and to benefit from current trends and issues related to food and its production. In this section some of the more qualitative issues related to food and their possible implications for producers, are discussed. In considering these trends and issues it is important to note that there is very little quantitative information available on the social and cultural dimensions of food and agriculture. The qualitative and anecdotal information presented here was gleaned from a variety of policy studies, books, web sites, magazines and articles. It is also supported by the knowledge of the consultants who have worked in a number of communities where food and agriculture-related topics are paramount. What is ‘Urban Agriculture’?

In many respects, the discussion in this section can be thought of as falling under the category of ‘urban agriculture’. ‘Urban agriculture’ itself is a general concept, but has several aspects, including:

• the practice of small-scale agriculture within an urban context (e.g., a built up area) – this includes community gardens, balcony gardens, backyard greenhouses, green roof and green wall architecture, etc.;

• the increasing awareness of and concern regarding the critical importance of agriculture and food systems to urban dwellers in terms of: education and policy-making around food production; transportation; distribution; storage; safety, security and right-of-access; retailing; and

• increasing awareness and concern over food consumption in terms of eating healthy, nutritious and safe foods; supporting local or regional food systems through consumption habits (e.g., food production within a 100-mile radius and the promotion of local food); and supporting and celebrating local culinary options.

While the concept of ‘urban agriculture’ applies predominantly to the first of these three elements (the practice of small-scale agriculture in an urban context) there are aspects of the second and third of the points that inevitably become mixed up in the concept. As well in the GH, there is the reality that the agricultural sector is made up of three types of production; large scale traditional types of production in predominantly rural areas, more intensive production focused in near urban areas and small scale production within urban boundaries. As illustrated on Figure 6.1, the composition of the GH allows all three types of production to occur. In view of this, the discussion in this section considers public trends and issues related to all types of production but focuses on ‘Agricultural Urbanism’ (AU) which can be thought of as an emerging policy framework within which agricultural issues are being addressed.

1 Built Boundary for the Growth Plan for the Greater Golden Horseshoe, 2006 report, Ministry of Public Infrastructure and Renewal, pg 26.


6.2 6.2 October 2014

Figure 6.1 - Built Boundary for the Greater Golden Horseshoe

The information displayed on the base map has been compiled from various sources, may not accurately reflect approved land-use planning boundaries, may not be to scale and may be out of date. The Province of Ontario assumes no responsibility or liability for any consequences of any uses made of this map.


6.3 6.3 October 2014

6.2 Urban Food Culture

‘Urban food culture’ refers to a growing trend towards greater interest and involvement on the part of the general public in where food comes from and how it is produced.2 It can be thought of as reflecting the public perception of food on several dimensions:

Where food comes from originally;

how it is processed;

what food is good and desirable;

what do people want; and

what behavior results (what do they do? what do they purchase)? The term ‘urban’ simply reflects the fact that most people living in cities have little or no connection with agriculture (many have never set foot on a farm) and therefore are not likely to know much about how to grow food, let alone what ‘food systems’ are. Given that most of the population within the GH is urban-based, this is a particularly important issue. Fortunately, much of the literature demon-strates the urban population’s growing interest in food, particularly in terms of culinary experiences, and an emphasis upon healthy and local eating. Those connected with food production, even from an urban agriculture perspective, have a better understanding of the importance of agricultural land and food production and are interested in learning more. Our analysis revealed a number of trends, factors and issues that are ‘in play’ in the public mind across the GH, that should be recognized and noted. Some of these are ‘demand side’ trends insofar as they affect consumers and the general public; others represent ‘supply side’ trends in terms of how the food and agricultural sector is responding to these issues. Figures 6.2 and 6.3 outline each of the factors, and the arrows to the right of the chart represent the consultant’s judgment as to whether the trend is growing in significance and importance (shown by two arrows pointing to the upper right), declining in influence (two arrows pointing to the lower right); staying static (horizontal right-pointing arrows) or some combined short term / long term effect. One arrow in any direction is taken to mean a moderate effect or impact while two implies a stronger effect. Clearly this chart is indicative and qualitative in nature, rather than representing any hard and specific data. (This chart is based upon the literature and information cited elsewhere in this Chapter, as well as the consultants’ understanding of the agricultural sector overall.)

2 For example, a study undertaken in 2012 by LEAF (Linking Environment and Farming) in the UK found that 33% of young adults between 16 and 23 did not know where eggs came from (a popular

response was ‘the supermarket’); 36% of the same age group did not know that bacon came from pigs; and 40% did not know where milk came from. (See: http://www.digitalspy.com/fun/news/a387336/one-in-three-young-adults-unaware-that-eggs-come-from-chickens.html#~oI65lnpb7vlY0q) While this was a UK study, it is likely that the same order-of-magnitude results apply to North America as well.


6.4 6.4 October 2014

Figure 6.2—Demand-Side Trends

As Figure 6.2 indicates, most of the trends are growth-oriented with the exception of the first – the general public’s understanding of agriculture and the importance of farming. The general consensus among those in the sector is that the general public has little or no understanding of the operations or economics of farming or the larger agricultural sector. As we continue to see declines in the number of farms in the GH, the general public is becoming increasingly disconnected with how food is grown and the fear is that the public’s lack of understanding will only increase in the future. While there may be growing interest in the other demand-side trends (b through f on the chart), these represent relatively small niche markets.

a) General public’s understanding of economics of farming, importance of farming and food systems to urban society (e.g., ‘Farmers Feed Cities’)

b) Demand for healthy and local foods (organic, GM-free, 100-mile radius, etc.) in stores and markets

c) Rise in popularity of niche restaurants (having access to their own farms, having preferred suppliers from within100-mile radius, etc.)

d) Perceived importance of food access and food security issues (food desert / food oasis concepts; the right to food)

e) Popularity of urban gardening (community gardens, container gardens, urban orchards, gardening on green roofs; etc.)

f) Demand for fresh, locally-produced food

Symbol Translation

the trend is growing in significance and importance

declining in influence

staying static or some combined short term / long term effect

NOTE: the symbols and translation represent the Consultant’s judgment


6.5 6.5 October 2014

Figure 6.3—Supply-Side Trends

Looking at how the industry, and to some extent society overall, is responding to these demand and supply-side trends, it appears there is recognition of this niche growth in public interest and in response, appropriate actions are being taken.

6.3 The Rise of Agricultural Urbanism (AU)

Agricultural Urbanism (AU) is “a planning, policy and design framework for developing a wide range of sustainable food and agriculture system elements into a community at a site, neighbourhood, or city-wide scale. In short, it is a way of building a place around food.” 3 AU is an integrated perspective that takes all aspects of food production, distribution and consumption into account in the urban planning process. It is a policy approach that is increasingly being seen in strategic and sustainability planning in communities.

AU is a ‘systems approach’ to thinking about food production and consumption in cities. There are typically various perspectives on AU that are considered; for example, the book referenced above considers seven components (or ‘elements’) as part of the urban agriculture system. These are:

1) food production; 2) food processing; 3) transportation and storage; 4) distribution, retail and marketing; 5) eating and celebration; 6) waste recovery; 7) education.

Other books and policies may have different ways of conceptualizing the supply chain in this way,4 but they all fundamentally reflect an integrated systems viewpoint on the ways in which the industry interfaces with the society (e.g., the public).

3 Agricultural Urbanism, Janine de la Salle, Mark Holland, with contributors, Green Frigate Books, Winnipeg, 2010. ISBN: 978-0-9812434-2-9. See page 9.

4 For example, see Urban Agriculture – Ideas and Designs for the New Food Revolution, David Tracey, New Society Press, 2011

a) Identification of ‘Urban Agriculture’ as topic area; professionalism of the field (books, courses, etc.)

b) Development of ‘new industry’ catering to desires of urban farmers

c) Popularity of agri-tourism, and demand for farm experiences

d) Agriculture incorporated into building design

e) Planning and regulatory policy that recognizes, responds to changing demand


6.6 6.6 October 2014

6.4 Health Focused Food Systems

A key part of an AU approach to food systems (even though it may not be called that) taken in various municipalities is to assemble a coordinating or steering group to advise local government on various matters having to do with food production, distribution, safety, and security. These often ad hoc organizations are typically comprised of representatives from the sector as well as local government and the health community. The mandates of these organizations are to review and advise upon matters having to do with food safety and food security. A major concern with health issues is characteristic of these agencies. In the GH, there are several of these organizations (note that not all upper-tier or single-tier municipalities in the area have such agencies in place). Some of these are listed in Figure 6.4 (and where appropriate, a web link address to the organization’s site or web page is provided).

Figure 6.4—Food Policy Organizations within the Golden Horseshoe

Area Agency Comment or Further Information

City of Toronto Toronto Food Pol icy Counci l http://tfpc.to

Durham Region Durham Food Pol icy Counci l http://www.cdcd.org/research/communitydevelopment/durhamfoodpol icycounci l/

York Region York Region Food Network http://yrfn.ca

Peel Agricultura l Advisory Working Group (PAAWG) http://www.peelregion.ca/planning/paawg/

United Way of Peel Region and the Region of Peel /

Peel Poverty Reduction Strategy Food Task Forcehttp://povertyinpeel .ca/task-forces/food-securi ty/actionplan.htm

Halton Region Halton Region Food Counci l http://www.haltonfoodcounci l .ca

City of Hami l ton Agricultura l and Rura l Affa i rs Advisory Committee No agency or organization identi fied

Agricultura l Pol icy and Action Committee

Niagara Region

(Planning and Development, Publ ic Health,

Economic Development, etc.)

http://www.niagararegion.caNiagara Region

Peel Region


6.7 6.7 October 2014

6.5 Health and Wellness Trends Affecting Demand Following are a number of health and wellness trends identified by Agriculture and Agri-Food Canada and which have social and cultural dimensions associated with them5.

Increased demand for “Better for You” Food Trends - Better for You (BFY) products are those where the amount of unhealthy substances has been reduced or removed during production (e.g., fats, sugars, salts, carbohydrates, etc.). Concerns about health risk associated with high cholesterol, high fat, or high sugar food are causing manufacturers and processors to supply more of these BFY types of foods and accurate labeling has helped identify these products. Over the long term, BFY trends will decrease costs to the overall health care system.

Growing demand for Organic food – Both for its perceived healthiness and as a way of promoting sustainable farming, many consumers have become more knowledgeable about the benefits of organic farming and created increased demand for organic products including food and beverage items, particularly if they can be produced at reasonable prices.

Increased demand for fortified/functional foods – Fortified/functional foods are products which contain added vitamins, herbs or nutraceuticals (a product isolated or purified from foods), and are largely consumed for a specific health benefit. Fortified and enriched whole grains would also fall into this category.

Increased demand for naturally healthy foods— Foods which tend to be minimally processed and generally include ingredients that naturally contain vitamins, minerals and other nutrients which are essential to a healthy diet. A number of natural products are made using no hormones and antibiotics, and also contain a lower percentage of fat, sugar, and sodium. The nutritional value of whole grains, soy products as well as natural food and beverages are examples.

There is an increased demand for products that cater to consumers with food intolerances—Food intolerances refer to a broad range of hypersensitivities to a food, beverage or food additive, including both self-diagnosed and medically confirmed conditions. Adverse reactions can vary from mild to life threatening. Niche products such as lactose-free, gluten-free, and nut free are examples. There is also evidence that these products are seeing increasing penetration into the mainstream market. An example would be ‘gluten free’, which originally were foods engineered to meet the needs of those with celiac disease (an autoimmune disease that attacks the digestive tract), but have now become mainstream, trendy and popular either for health reasons or taste preferences.6 There is some evidence that lactose-free and diabetic foods are similarly seeing some increased penetration into ‘mainstream’ markets.7

5 Health and Wellness Trends for Canada and the World, Agriculture and Agri-Food Canada, October 2011.

6 The growth rate for some of these products is very high. Forecasts in the publication Food Intolerance Products - Market Analysis Report 2012 (Agriculture and Agri-Food Canada) are that the market for diabetic food in Canada will increase by 19% over the five-year period from 2010 – 2015; that the market for lactose-free foods will increase by 21% over the same period; and that for gluten-free foods will increase by 54%.

7 http://www.ats-sea.agr.gc.ca/inter/6256-eng.htm


6.8 6.8 October 2014

There is a growing demand for specialty products due to the diversification of the Canadian population. Specialty products, such as foods prepared according to kosher and halal practices, are increasingly growing in popularity. Many non-Muslim and non-Jewish consumers, who do not follow these religious dietary guidelines, are beginning to buy halal and kosher products as they are considered to be safer and of higher quality, taste and freshness than conventional products. Other special products growing in popularity include vegetables such as bok choi, loroco, kohirabi, ocra, and taioba.

6.6 Agriculture and Food-Related Education

Another common theme in the whole area of urban agriculture is the need to educate society, particularly youth, about agriculture and food production. This is seen to be a necessary companion component to all of the elements in an Urban Agriculture (UA) system. Almost all of the relevant literature emphasizes the importance of this, and there are various interesting examples of initiatives being undertaken across Canada and elsewhere. Some of the more interesting initiatives outside the GH are as follows (note: that the organizations concerned with health focused food systems as described in section 6.4 are also undertaking educational initiatives).

• The agriculture education initiative of the Prince Edward Island Agriculture Sector Council:

http://www.edu.pe.ca/agriculture/index.html

• Farm and Food Care Ontario’s virtual farm tours: http://www.virtualfarmtours.ca

• California’s Edible Schoolyard Project: http://edibleschoolyard.org

• Ontario Agri-Food Education Inc.’s Farms, Food and Fun: http://www.farmsfoodfun.com

• Chicago Botanical Gardens’ Green Youth Farm: https://www.chicagobotanic.org/greenyouthfarm/

• University of California at Davis: The Student Farm (at the Agricultural Sustainability Institute): https://www.chicagobotanic.org/greenyouthfarm/

• Ontario Farm Fresh Marketing Association ‘Visit a Farm Program’: http://ontariofarmfresh.com

• Ontario Curriculum Guide: The Real Dirt on Farming: http://www.farmfoodcare.org/pdfs/dirt/Dirt-TeacherGuide-Eng.pdf

• American Farm Bureau: Farm Games for Kids: http://www.myamericanfarm.org/family_activities/


6.9 6.9 October 2014

6.7 Conclusion

Over the last decade there has been a growing awareness of, and interest in, matters relating to agriculture on the part of the public. As the foregoing has implied, these interests and concerns tend to cluster into two main areas: 1) relating to food production and economics, and 2) relating to food choices and healthy eating. Because a majority of the Canadian population lives in cities, and especially so in the GH, these are trends that can be thought of as typifying the concerns of Canada’s urban population.

This increasing awareness and interest will be a positive factor in bringing attention to issues of importance to farmers and the agricultural sector. While there is clearly some way to go in terms of educating the public about (especially) the first of the areas mentioned above (food production and economics) there is ample evidence through the food network and food council organizations throughout the region, and the various educational initiatives that are underway or are planned, that this process is well underway. These cultural and social currents are an essential counterpoint to the relentless market and development pressures at play throughout the GH that will otherwise limit and constrain the industry, if unchecked. While the end result of these forces will inevitably be a transformation of the sector throughout the region, the increasing and positive recognition of the fundamental role of agriculture in our society will ensure that its importance is understood and respected.

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