Understanding Local

The Circles of Local – Understanding Your Food Radius

Ever wonder how to explain to your customers just how “local” your food business really is? It’s not as straightforward as drawing a line on a map, is it?

Think of your food business as the centre of a target, with expanding circles radiating outward. That innermost circle? That’s your hyper-local zone – the farms just down the road, the neighbouring dairy, or the urban garden project in your community. But here’s the thing: few food businesses can operate entirely within that first circle. 

The reality is that most of us work across multiple circles. Your second circle might encompass provincial partnerships, while your third circle reaches across Canada for essential ingredients. And yes, sometimes you need to source globally for specific components that just aren’t available closer to home.

Here’s the question: Does your packaging and branding tell this story? When customers pick up your product, do they immediately know where you’re based and how far your ingredients travel? If not, maybe it’s time to make your local connections more visible.

Think about how you could visually represent your commitment to local sourcing. Could your packaging feature a map highlighting your local partnerships? Or maybe it’s time for a brand refresh that puts your Canadian identity front and centre?

Redefining Local – Beyond the Distance Debate

Let’s be honest—the “local food” conversation needs a refresh. Remember when the 100-mile diet was all the rage? While it sparked important discussions, it also left many food producers feeling caught between ideals and reality.

Here’s what we’ve learned: being local isn’t just about distance. It’s about the value you create in your community, the jobs you provide, and the unique way you transform ingredients into products that reflect Canadian tastes and values.

Take that artisanal chocolate maker in Vancouver, or the spice blend creator in Halifax. Sure, they’re sourcing some ingredients from abroad, but they’re creating distinctly Canadian products, supporting local economies, and building community connections right here at home.

The question isn’t just “How local are your ingredients?” but rather “How are you contributing to Canada’s food story?” Your brand identity should reflect both your local roots and your broader connections.

Is your current branding telling the full story of your business’s local impact? Does your packaging help customers understand the thought and care that goes into your sourcing decisions?

Celebrating Multicultural Food Businesses – A Canadian Strength

What makes Canadian food culture unique? It’s not just maple syrup and poutine—it’s the incredible diversity of flavours and traditions that entrepreneurs bring to our local food scene.

Think about it: That family-owned business making authentic samosas, the Korean sauce producer at your farmers’ market, or the Middle Eastern bakery downtown—they’re all essential threads in our local food tapestry. While they might source some ingredients from their countries of origin, they’re creating something uniquely Canadian right here in our communities.

But here’s a challenge many of these businesses face: How do you maintain authenticity while emphasizing your Canadian identity? How do you communicate that while some ingredients come from abroad, you’re very much a local business contributing to Canada’s food culture?

The answer often lies in thoughtful branding and packaging design. Your visual identity can bridge traditional and local elements, telling the story of both your cultural heritage and your Canadian roots. It’s about finding that sweet spot where authenticity meets local pride.

Look at your current branding: Does it reflect both your cultural heritage and your Canadian identity? Are you making it easy for customers to understand your commitment to local community and economy?