{"id":9763,"date":"2025-05-08T00:00:00","date_gmt":"2025-05-08T04:00:00","guid":{"rendered":"https:\/\/www.restaurantscanada.org\/menu\/conscious-sourcing\/"},"modified":"2026-10-20T13:40:01","modified_gmt":"2026-10-20T17:40:01","slug":"conscious-sourcing","status":"publish","type":"menu","link":"https:\/\/www.restaurantscanada.org\/fr\/menu\/conscious-sourcing\/","title":{"rendered":"Conscious Sourcing"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong><em>Insights on Building a More Resilient and Sustainable Food System with Rebecca Mackenzie, President and CEO of the Culinary Tourism Alliance<\/em><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Canada\u2019s food system is often touted as one of the most robust in the world, a vast network of farms, fisheries and artisans producing ingredients of exceptional quality under some of the strictest safety and sustainability regulations anywhere. Yet, for all its strengths, it remains vulnerable. Global supply chains are increasingly volatile, climate change is shifting growing seasons and disrupting harvests, and trade disputes threaten access to key markets and ingredients. In a moment where food security and sovereignty have become pressing national concerns, the question is no longer just whether Canada can feed itself\u2014but how well it can sustain a food system that is resilient, equitable and distinctly its own.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>For Rebecca Mackenzie, President and CEO of the Culinary Tourism Alliance (CTA), the answer lies in deepening Canada\u2019s relationship with its own food sources. For nearly two decades as a highly visible and knowledgeable advocate for local food and taste of place, she has championed a movement that positions local food not as a luxury or a trend but as an essential pillar of national identity. She has made great strides in helping bridge the gap between farmers, chefs and restaurateurs to ensure that Canadian ingredients are celebrated, savoured and woven into the stories that define Canada\u2019s culinary identity at home and abroad.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Founded in 2006 as the Ontario Culinary Tourism Alliance, the CTA successfully implemented a decade-long culinary tourism strategy before evolving into a national organization in 2016. Expanding its mandate to collaborate with destination marketing organizations, economic development agencies, and foodservice operators across Canada, the CTA has played a pivotal role in strengthening local food economies. The pandemic prompted a strategic recalibration, leading to initiatives like the Great Taste of Ontario, which later expanded into the Great Taste of Canada in 2023. As the CTA continues to amplify local food stories and foster culinary tourism, its \u201cBig Hairy Audacious Goal\u201d remains clear: to establish Canada as a globally recognized \u201cdelicious destination\u201d by 2030.<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.restaurantscanada.org\/wp-content\/uploads\/2026\/10\/AdobeStock_509494390-1024x683.jpeg\" alt=\"\" class=\"wp-image-13390\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>A Shift Towards Local Food and Stronger Connections<\/em><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Over the past decade, local food in Canada has evolved from a culinary passion to a mainstream movement, shaped by changing policies, agricultural innovations, and shifting social values. Trade tensions with the U.S. have heightened public interest, while the pandemic accelerated existing trends toward transparency and sustainability. \u201cWe\u2019ve seen a significant change,\u201d Mackenzie says. \u201cThe demand for local has been growing, especially post-pandemic, as more people want to know where their food comes from. Consumers, particularly younger generations, value sustainable practices and want to make choices that support local economies.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Yet, enthusiasm alone does not create a resilient food system\u2014education and structural change are equally critical. Mackenzie notes a persistent disconnect between the foodservice industry and local producers. \u201cThere\u2019s still an enormous amount of education that needs to happen within the foodservice sector to help operators understand how they can support local 365 days a year\u2014not just in peak season,\u201d she explains. \u201cCanada produces incredible ingredients all year long, and it depends on how much an operator is willing to invest in relationships rather than just checking a box with a distributor.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>One longstanding challenge has been balancing convenience with commitment to local sourcing. Broadline distributors offer efficiency and consistency but may not always prioritize local options. \u201cFor many restaurants, it\u2019s simpler to place an order and receive everything from a single supplier rather than coordinate directly with multiple farmers and adjust menus seasonally,\u201d Mackenzie acknowledges. \u201cBut those who make the effort\u2014who truly integrate local food beyond a marketing slogan\u2014often build stronger customer loyalty and more resilient supply chains.\u201d With increased demand, distributors are adapting, expanding their Canadian offerings to support operators who want to strengthen local ties.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Mackenzie sees an opportunity for more restaurants to embed local sourcing into their business models\u2014not just to enhance their menus, but to create a compelling narrative. \u201cWhen restaurants lean into their local food story, share their relationships with producers, and make that a visible part of their brand\u2014that\u2019s when they create a connection that consumers truly value,\u201d she says. \u201cWe need more of that storytelling.\u201d<\/em><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-id=\"13386\" src=\"https:\/\/www.restaurantscanada.org\/wp-content\/uploads\/2026\/10\/AdobeStock_61330264-1024x683.jpeg\" alt=\"\" class=\"wp-image-13386\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-id=\"13388\" src=\"https:\/\/www.restaurantscanada.org\/wp-content\/uploads\/2026\/10\/AdobeStock_1174884660-1024x574.jpeg\" alt=\"\" class=\"wp-image-13388\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-id=\"13387\" src=\"https:\/\/www.restaurantscanada.org\/wp-content\/uploads\/2026\/10\/AdobeStock_412332414-683x1024.jpeg\" alt=\"\" class=\"wp-image-13387\"\/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Overcoming Challenges: Sourcing Local Year-Round<\/em><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Mackenzie challenges the persistent misconception that local food is inherently seasonal, and that fully integrating local sourcing is only viable in the height of summer, emphasizing that Canada\u2019s agricultural landscape yields high-quality ingredients throughout the year, from root vegetables and pulses to dairy, grains, and proteins. More correctly, she identifies infrastructure and logistics as the gremlins in the system.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Small-scale farmers and agri-food companies often struggle with distribution, making it difficult for restaurants to access local products easily and reliably. Mackenzie notes that this gap is being addressed by a growing network of national and local Destination Marketing Organizations (DMOs) and economic development agencies that are working to foster direct connections between farmers and chefs and investing in infrastructure to make local sourcing viable. \u201cIt\u2019s happening,\u201d Mackenzie asserts, \u201cand it\u2019s making a difference.\u201d She points to initiatives like Ontario\u2019s Feast On certification, which helps restaurants and foodservice operators commit to sourcing a significant portion of their ingredients from local producers, as a model for strengthening regional food economies. By providing businesses with a recognizable certification that signals their commitment to local sourcing, Feast On not only incentivizes restaurants to engage with nearby farmers and food producers but also educates consumers about the impact of their dining choices.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>She also highlights the role of regional food hubs, which act as intermediaries connecting small- and mid-sized farms with restaurants, retailers and institutions that might otherwise struggle to access local products at scale. These hubs help to streamline distribution, reducing the logistical challenges that often deter operators from committing to local sourcing. \u201cWhen restaurants have easier access to quality local ingredients, they\u2019re far more likely to incorporate them into their menus in a meaningful way,\u201d Mackenzie<br>explains.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>The proliferation of these programs signals a growing shift towards a more integrated and resilient food system, where local products are not only available but also actively supported through infrastructure and policy changes designed to make regional sourcing the practical, sustainable choice. Ultimately, Mackenzie sees local sourcing as a long-term investment. \u201cIt\u2019s not just about the here and now\u2014it\u2019s about creating a food system that supports our producers and our communities for generations to come.\u201d<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>The Business Case for Local: It\u2019s More Than Just a Feel-Good Choice<\/em><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>The benefits of sourcing local go beyond ethics and sustainability; they also provide a strategic advantage in a challenging industry. For Mackenzie, the case for local food is not just about doing the right thing\u2014it\u2019s about long-term business viability. \u201cRestaurants that develop deep relationships with their suppliers were far more resilient during the pandemic,\u201d she points out. \u201cWhen supply chains were disrupted, those with direct relationships could pivot more easily.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>She also challenges the assumption that local food is significantly more expensive, arguing that cost efficiency often comes down to operational choices. \u201cIt\u2019s not necessarily the case that local ingredients cost more\u2014it\u2019s often about whether a restaurant is set up to use them efficiently,\u201d she explains. While a conscious commitment to local food may require greater menu adaptability and staff training, it offers an often-undervalued opportunity for differentiation. \u201cYes, labour costs can be a factor, but when you engage consumers by telling the story of where their food comes from, it adds value beyond just price. People want to feel good about where they\u2019re spending their money, and when they know their meal supports local farmers, fishers and artisans, they\u2019re more likely to come back.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>This storytelling component is where local sourcing truly shines. Restaurants that integrate local food not only benefit from fresher, higher-quality ingredients but also build a distinct identity that resonates with customers. \u201cAs consumers continue to seek meaningful dining experiences, restaurants that embrace local sourcing have a competitive edge\u2014not just in quality, but in loyalty. And, if you create something that locals love, it becomes a must-visit for visitors, too,\u201d Mackenzie notes. \u201cYour local audience is your bread and butter; your tourists are the gravy.\u201d<\/em><\/p>\n\n\n\n<p class=\"has-white-color has-text-color has-background has-link-color wp-elements-1 wp-block-paragraph\" style=\"background-color:#54b5b8\"><strong><em>A well-informed server who understands the provenance of the food they\u2019re serving can provide an experience that\u2019s memorable and meaningful, and that storytelling makes a real impact.<\/em> <\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>The Role of Restaurants in Strengthening Canada\u2019s Food Resilience<\/em><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Restaurants are more than just places to eat; they are educators, storytellers, and ambassadors of taste of place. As Mackenzie points out, they are also the proximal link between producers and consumers, shaping public perception of local ingredients and reinforcing Canada\u2019s food and culinary identity.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Beyond influencing individual diners, restaurants play a crucial role in generating demand for local products on a larger scale. \u201cIf restaurants showcase local food and drink on their menus\u2014whether it\u2019s Nova Scotia lobster, Alberta beef, Quebec maple syrup, or BC shellfish\u2014they help shape Canada\u2019s culinary identity and ensure these industries thrive.\u201d Mackenzie explains, emphasizing the importance of equipping staff with the knowledge to share the stories behind the ingredients on the menu. \u201cA well-informed server who understands the provenance of the food they\u2019re serving can provide an experience that\u2019s memorable and meaningful, and that storytelling makes a real impact. By making local sourcing an integral part of their offerings, restaurants reinforce the value of these products and contribute to the stability of local food systems.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>She encourages operators who may be unsure where to begin to start small. \u201cEven if a restaurant isn\u2019t entirely local, it can take steps\u2014like integrating seasonal ingredients, highlighting local wines and craft beers, or participating in regional food trails. It\u2019s not about being all or nothing; it\u2019s about progress.\u201d These incremental changes not only strengthen relationships with local producers but also help build consumer awareness, fostering a deeper appreciation for Canada\u2019s diverse and abundant food landscape.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.restaurantscanada.org\/wp-content\/uploads\/2026\/10\/ontario_culinary_tourism_alliance_cover-1024x377.jpeg\" alt=\"\" class=\"wp-image-13389\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>A Call for Collaboration and the Path Forward<\/em><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Mackenzie sees connection and collaboration as the foundation of a resilient food system. She points to the success of initiatives like Ontario\u2019s Feast On certification program and BC\u2019s Chef\u2019s Table Society, which have strengthened relationships between chefs and farmers, creating direct pathways for local sourcing. She also sees promise in evolving interprovincial trade policies, which could unlock greater access to Canadian products nationwide. \u201cThere\u2019s an exciting time ahead as we work to reduce internal trade barriers,\u201d she says. \u201cThis could mean greater access to incredible Canadian products from coast to coast to coast.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>But for Mackenzie, supporting local food goes beyond economics\u2014it\u2019s about securing Canada\u2019s food future. \u201cIf we don\u2019t support our local producers, we risk losing them. It\u2019s not just about doing what\u2019s best for business; it\u2019s about doing what\u2019s best for people and the planet.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Every dollar spent on local food is an investment in the strength of communities, the sustainability of the environment, and the identity of the nation. By embracing the rich diversity of Canada\u2019s culinary landscape, we don\u2019t just address food insecurity and enrich our own experiences\u2014we help define Canada as a world-class food destination, which it absolutely is.<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>About Rebecca Mackenzie<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Rebecca Mackenzie, President and CEO of the Culinary Tourism Alliance, is a culinary tourism maven with a boundless appetite for food, culture and adventure. Rebecca holds a master\u2019s degree in Global Leadership from Royal Roads University and boasts over 25 years of experience in culinary and agritourism.&nbsp; Rebecca is also a published author and professor, and has written curriculum for several post-secondary institutions. She generously contributes her expertise as a volunteer on various destination marketing and tourism boards. Her career has been a thrilling journey, from working with renowned culinary destinations to crafting unforgettable foodie experiences that tantalize travellers\u2019 taste buds.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Follow <\/em><\/strong><em>&nbsp;<strong><a href=\"https:\/\/www.instagram.com\/tasteofplacechampion\/\" target=\"_blank\" rel=\"noreferrer noopener\">@tasteofplacechampion<\/a> <\/strong><\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.restaurantscanada.org\/wp-content\/uploads\/2026\/10\/Culinary-Tourism-Alliance_Logo-935x1024.png\" alt=\"\" class=\"wp-image-13391\" style=\"width:210px;height:auto\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>About The Culinary Tourism Alliance<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Culinary Tourism Alliance is a non-profit committed to connecting tastemakers across Canada and around the world to spark delicious developments in culinary tourism. With an established expertise in culinary tourism development, the Culinary Tourism Alliance seeks to ensure that authentic tastes of place become a significant economic driver for communities and regions, and a primary way for travellers to enrich their experience. To learn more, <strong>follow <a href=\"https:\/\/www.instagram.com\/culinarytourismalliance\/\">@CulinaryTourismAlliance<\/a><\/strong> on Instagram or visit <strong><a href=\"http:\/\/www.culinarytourismalliance.com\">www.culinarytourismalliance.com<\/a><\/strong>.\u202f<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Are you doing something delicious? Reach out to the Culinary Tourism Alliance:<br><strong>IG : <a href=\"https:\/\/www.instagram.com\/culinarytourismalliance\/\">@culinarytourismalliance<\/a><\/strong> | <strong><a href=\"http:\/\/canadaculinary.com\">canadaculinary.com<\/a><\/strong> | <strong><a href=\"http:\/\/ontarioculinary.com\">ontarioculinary.com<\/a><\/strong><\/p>\n","protected":false},"featured_media":9770,"template":"","menu_author":[471],"menu-category":[502],"menu-tag":[474],"class_list":["post-9763","menu","type-menu","status-publish","has-post-thumbnail","hentry","menu_author-menu-magazine","menu-category-sustainability","menu-tag-sustainability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Conscious Sourcing - Restaurants Canada<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.restaurantscanada.org\/menu\/conscious-sourcing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conscious Sourcing - 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