Prince Edward County's recipe for success

Wednesday, October 6, 2010

Like the microclimate that bred a flourishing wine industry on the northern shore of Lake Ontario, the county has devised a micro-community development model that has local agriculture very much at the core

by BARRY WILSON

When several hundred exhausted, thirsty runners reach the end of the Prince Edward County marathon in early October, a glass of beer will be waiting courtesy of the local Barley Days Brewery.

On one level, it can be seen as a promotional gesture, highlighting the rich dark beer made by a microbrewery that takes its name from the county's heyday when a late-19th Century economic boom was based on malt barley exports.

But, on a more fundamental level, it is but another example of what might be called the PEC model, where county businesses and officials, farmers and townies work together to promote and support each other.

As farm leaders and organizations across the country struggle with how to connect with consumers and get the respect they deserve as the foundation of a multi-billion dollar economic engine, they might consider if the PEC model can be adapted to other areas.

Pollsters and image advisors have been regular speakers at farm meetings in recent years, telling farmers that their image with consumers needs strengthening and softening. Ontario's "Farmers Feed Cities" campaign is part of that effort. Agriculture's image in the country and community is also part of the effort by the Canadian Federation of Agriculture to create a National Food Strategy.

Anyone struggling with the dilemma of how to shine up the image of farming could turn their gaze on Picton for some real-life ideas. When tourists visit the area, they are treated to promotion of local artists, local farmers and local tours that emphasize tastes and sights of the county.

Restaurants feature local produce and happily talk about the farmers who produce the food they dish out.

Farmers talk up local attractions, artists and locations. Bed and breakfast owners offer brochures about country wineries, cider outlets, locally made cheese and organic farm tours. Retailers offer local products in their stores. One for all and all for one.

Of course, Prince Edward County didn't invent the concept of the inter-connected community and, across the country, restaurants serve local produce and proudly proclaim the fact. But, like the microclimate that has allowed development in the past decade of a flourishing wine industry on the northern shore of Lake Ontario, Prince Edward County seems to have come up with a micro-community development model that has local agriculture very much at the core.

Consider this claim on a county promotional site: "Once known as Canada's Garden County, we're now its newest wine region," it says. "And we're still rich in farm-fresh fruits and vegetables from sweetest corn to crispest apples, heritage tomatoes and succulent lamb and beef. Many world-class chefs have moved here and delight in using this bounty in their gourmet dishes. We celebrate our regional cuisine and wines with festivals and fairs and great places to dine, sample, sip and buy – from roadside stands to fine restaurants."

County officials use a trademarked 'Taste of the County' slogan to promote travel to the area.

Artists, galleries, sandy beaches and historic buildings all are attractions that lure visitors, but those folks have to eat and drink.

The County has successfully made the people who produce that food and drink locally a central feature of the appeal. BF

Barry Wilson is a member of the Parliamentary Press Gallery specializing in agriculture.