The rise of the ‘Locavore’

A powerful local food movement is growing; a movement that directly connects Omani consumers with how, where and by whom their food is grown. It forges new pathways for rural families to stay on the farm and attracts new producers to farming and food-related businesses.

It brings about a new appreciation for rural production and entrepreneurship among chefs, food companies and retailers large and small. It connects schools, colleges and hospitals with fresher, healthier food to give youth the energy to thrive and patients to recover.

Decision makers are increasingly recognising the connections between food and agriculture systems and a set of broader outcomes, such as public health, the environment, civic engagement, economic opportunity and increased levels of happiness. A more sustainable food and agriculture system, with greater emphasis on local markets, can bring an array of benefits to Oman.

Indeed, according to a US Department of Agriculture report, modest public support for up to 500 farmers markets each year could create as many as 13,500 jobs over a five-year period. And for every million dollars in sales through local markets supports 13 jobs. This compares to three jobs generated from every million dollars in sales by agricultural operations that do not have a local focus.

It is these kinds of initiatives that allow local food systems to scale-up and thrive.

Local Food Initiatives

Although there has been growth in the number of farm-to-table restaurants, and Omani supermarket chains and big box retailers are marketing locally grown produce, more needs to be done to promote local food. Here are five ideas of how this could be achieved.

1. Local Food Guide

An Omani food guide could educate consumers and visitors about local food, farmers and the foods and traditions of the sultanate. It could include listings and information about farms, farmers markets, supermarkets, bakers, restaurants, caterers and farms to visit.

2. Farm Tours & Farm Tourism

When given the opportunity, people are excited to visit farms and learn the personal stories of farm families that provide their food. Farm tourism is a rapidly growing economic opportunity that adds to the visitor experience — for tourists and residents alike.

3. Farm-to-Chef

Engaging Omani chefs and restaurants in a local food campaign would provide visibility for locally grown food, allow chefs to participate in community education efforts — especially through cooking demonstrations in schools — and help brand the participating restaurants, which can drive sales.

An Omani farm-to-chef directory could be a useful tool for developing successful relationships between farms, restaurants and hotels. Product lists, contact information and a cross-referencing index would make it easier for growers and buyers to form mutually beneficial partnerships. Advice for growers, information on local markets and highlighting seasonal availability of local food would also help strengthen the farm-to-chef relationship.

4. Farm-to-Hospital

A growing number of hospitals are changing the way they think about protecting and improving health and taking a closer look at how and where the food they serve is grown. Indeed, serving fresh local food to patients, staff as well as visitors in their cafeterias, local hospitals have the potential to not only treat the sick, but to serve as community role models for proactive healthy choices.

5. Farmer Education & Training

Farmer education and training is key to the success of a local food campaign. From skills or assistance regarding marketing farm products to technical support and information on growing new crops to using sustainable growing practices. Farmers also need information about how to communicate with large-scale buyers and exporters, about packaging requirements, quality standards, food safety certification, traceability and delivery parameters.

In this context, business and market planning, farm branding and promotion, customer engagement, sales strategies are skills critical for Omani producers looking to develop their farming operations.

[Courtesy: Local Food – A Seat At The Table; Ithraa Oman’s Inside Stories Series]

BUSINESS REPORTER -

MUSCAT, JAN 24 -