DINE ALBERTA: Savour Regional Flavour
by Brenda Hodgins 

Launched as a pilot program in 2003, in response to chefs’ requests for local producers and products, Dine Alberta is a celebration of local foods that is held annually through the month of September. Chefs and producers partner to offer local consumers and tourists a wide range of high quality, fresh, local cuisine. The program showcases Alberta regional foods throughout the province’s foodservice industry with an aim to increase consumer, tourist, and restaurant industry awareness and purchases of local food ingredients. In just four years, Dine Alberta has grown from 45 to 127 participating restaurants, and the number of producers involved has doubled to number 140. 
Research by Alberta Agriculture and Food in early 2002 indicated that “one of the driving forces in the food industry is the demand for local or regional foods both as a tourist product and as a result of consumer interest in where and how food is grown.” The research, conducted through workshops, roundtable discussions, and interviews, determined that while “executive chefs in white tablecloth restaurants were very interested in sourcing regional and local foods to feature on their menus” many were not aware of what products were available locally or which of those producers had the capability of supplying the foodservice industry. Developing close relationships between chefs and producers was also determined to be important. While numerous recommendations were made in the resulting report titled Chef Demand for Alberta Regional Foods in Foodservice, the development of a regional cuisine directory that would list products, producers, and availability was acted on almost immediately along with the development of the broader Dine Alberta program.

Dine Alberta lists the following goals and objectives:
• To support and encourage chefs to purchase and feature local ingredients on their restaurant menus
• To increase consumer awareness and purchase of regional foods when dining out
• To increase the use and sales of Alberta grown vegetables, fresh and processed meats, fruits and other locally grown and processed ingredients into foodservice
• To assist small and diversified agri-food producers in their ability to market their foods, become more profitable and sustainable
• To realize spin-off rural economic benefits through the development and growth of on-farm foodservice and culinary tourism experiences

Dine Alberta satisfies on 4 levels: chef/restaurant, producer, local consumer, and tourist. 
Chefs purchase ingredients from local Alberta producers and create special regional cuisine menus for the month of September. The menus feature at least three dishes including soups, salads, appetizers, entrées, and desserts, and include information about the producers and ingredients. Servers are encouraged to promote the feature menu items as well as the Dine Alberta program. Dine Alberta restaurant brochures are available at participating restaurants and Travel Alberta information centres. The program is also promoted through the Dine Alberta website (www.dinealberta.ca), local and provincial magazines, newspapers, radio, and TV. 

Wade Sirois, Chef/Co-owner of Forage…Farm to Fork Foods to Go, is featured on the Dine Alberta website. He has worked hard to cultivate deep-rooted relationships with over 30 Alberta producers, farmers, and ranchers to supply his business. Many local ingredients are featured in the seasonally evolving menus. Another chef participating in the program says, “It’s a good, useful program that fits with our philosophy of featuring local/regional producers…” 

Producers (ranchers, farmers, greenhouse growers, beekeepers and microprocessors) can apply to participate in the program by downloading an application at www.dinealberta.ca. Applications must be received by May 31, 2008. 

The business and product(s) will be included in the Regional Cuisine Sourcing Directory, which is sent to chefs and foodservice buyers in the Dine Alberta program, and also placed on the Internet. Producers also receive the restaurant directory, a valuable tool for making contacts in the foodservice industry and growing their business. 
One Dine Alberta producer says, “I think the program is well worthwhile, and I have become a strong advocate of the program. I have been promoting it to my own existing customers, and during the marketing of my own product, I have had several chefs contact me after they found my information on the Dine Alberta listings. People are very interested in buying local, supporting local business, and knowing where their food comes from.” 
An impressive variety of commodity groups are sponsors, including associations for Alberta lamb, pork, elk, white-tail and mule deer, and bison, along with beekeepers, fruit growers, and a brewery. 

Consumers will be impressed by the diversity of restaurants listed in the Dine Alberta Restaurant Directory at www.dinealberta.ca. The directory allows the user to select regions throughout Alberta to easily locate participating restaurants. The directory notes which restaurants offer regional selections during the September event, seasonally and year-round. As the Dine Alberta website suggests, “Taste the good food we grow right here at home!”

Reasons to eat locally grown foods
• It tastes better and is better for you. Since food grown locally is picked more recently than food that is flown or trucked from further distances, it is fresher, crisper, sweeter, and more flavourful. Since it is purchased soon after harvest, local produce also retains more nutrients.
• It supports local farm families and builds community. By cutting out the middleman, local farmers selling directly to restaurants or consumers receive more of the retail food dollar, allowing them to continue in the farming business. 
• It’s important for our future. Through supporting local farmers today, consumers and restaurants help to ensure that future generations will enjoy the same benefits of locally grown food.
Consumers supporting Dine Alberta are enthusiastic, and have a sincere desire to buy from and support the local economy. Says one consumer, “It’s fresh and delicious, helps the local economy, and enhances the dining experience.” Another agrees, “It’s just so darn good, plus I like to support local if I can. Small changes make a global difference.”

According to Canadian Tourism Commission statistics, one of the highest motivations for tourists when they are traveling is eating out and tasting local and regional foods. Culinary tourists are likely to be better educated, have a higher income level, and are also more interested in a wide range of cultural, entertainment and outdoor activities. The Dine Alberta program is a wonderful opportunity to bring Alberta’s outstanding agricultural bounty to the attention of Albertans and visitors alike. 

The success of the 2007 Dine Alberta program is impressive; $626,298 was spent on purchasing local ingredients with an estimated $1.8 million generated back to Alberta’s economy. Over 34,000 consumers chose Dine Alberta meals during the same period. 

Alberta chefs, producers, consumers, and tourists should all check out www.dinealberta.ca for a bounty of detailed information on the Dine Alberta program, including a 127-member restaurant directory and a listing of where to buy local food. For more information, email: inquiry@dinealberta.ca

Brenda Hodgins is an Instructor of Hospitality & Tourism Management at Red Deer College, and can be reached at 403-342-3585. Additional information was provided by Marlene Abrams, Network Development Specialist, Alberta Agriculture & Food.