1. LOCAVORE<SOCIALVORE
From Local Food to Local Food Culture
Chauncey Zalkin 2016

2. LOCAVORE
regional foods and seasons wheel put out by creators of the locavore movement
*
Chauncey Zalkin 2016

3. LOCAVORE
The locavore movement, defined as a diet consisting of locally
grown or produced food, was started in San Francisco in 2005
and gained momentum through good food stewards such as
chef / activist Alice Waters and others.
Chauncey Zalkin 2016

4. SUSTAINED UPWARD GROWTH
Consumers’ appetite for local foods is exploding. Overall, local
foods generated $11.7 billion in sales in 2014, and will climb to
$20.2 billion by 2019, according to Packaged Facts, a market
research firm. – Fortune, 8/21/15
!
The local food movement is growing rapidly.The U.S.
Department of Agriculture reported a 9.6 percent increase in
National Farmers Market Directory listings this year. In 2010,
the U.S. had 6,132 farmers markets; (by 2012) it (had) 7,864. –
How green is local food? Renee Cho 9/4/12, State of the Planet,
Earth Institute Columbia University
Chauncey Zalkin 2016

5. WHY LOCAL?
Fresh
Close by, easier to know more about
Supports Local Economy
Fosters Community
Regenerative (heirloom, eco-system, replenished, the soil) /
Sustainable (carbon emissions)
Chauncey Zalkin 2016

6. LOCAL MEANS LAND.
AND PEOPLE.
Understanding and celebrating local land history
Understanding and celebrating local cultural history
Chauncey Zalkin 2016

7. THE LAND
In the last century, nearly 75% of the genetic diversity in our food
supply has been lost.This lack of biodiversity threatens global and
local food security. The raising of Heritage produce and Heirloom
animal breeds preserves important lineage.
!
!
*Food and Agriculture Association of the United Nations
Chauncey Zalkin 2016

8. CULTURE ANDTRADITION
Celebrating a sense of place
Cookbooks and magazines that celebrate the
specificity of a region, a community, even a
neighborhood.
local markets
locally inspired products and goods
If you meet the chef at McCrady’s in Charleston, South
Carolina, he’ll probably offer to feed you heritage-breed
pig dating back to the days of the homestead, when
pigs were still, well, pigs—foraging on their own, rooting
around in the earth, and, ultimately, tasting the way they
were meant to taste. – Garden and Gun
Chauncey Zalkin 2016

9. HEALTH CONSCIOUSNESS
Nearly 80 percent of Millennials surveyed by the
National Restaurant Association said they are more
likely to visit a restaurant that offers healthy options,
and 66 percent of fast casual restaurant operators said
their customers are more interested in locally sourced
items than they were two years ago. - National
Restaurant Association
add to that a national trend
toward health consciousness
driving everything in the
marketplace.
"Healthy fast casual" restaurant sales totaled $384
million in 2014, up 30 percent from the year before.
- cbsnews, Healthy Fast Food? Americans Are Eating
It Up, May 2015
Chauncey Zalkin 2016

10. BARRIERSTO KEEPING IT LOCAL
measuring food miles.“There is no consensus on a definition of
“local” or “local food systems” in terms of the geographic distance
between production and consumption.” - USDA
“In order to maintain current output levels for 40 major field crops
and vegetables, a locavore-like production system would require an
additional 60 million acres of cropland, 2.7 million tons more fertilizer,
and 50 million pounds more chemicals.” - Freakanomics blog
there are currently challenges with distribution, cost, oversight, food
safety, using resources to grow in different climates, etc.
Chauncey Zalkin 2016

11. BUT LOCAL IS SO MUCH MORE
“Local” is so much more than the locavore movement in food. It’s
about focusing on community, the people around you, the place
you are in.
It’s an antidote to fatigue from our wired global world.
It’s driving health consciousness into the community, all kinds of
community, in different ways.
Locavore is evolving into helping the community get to good
food.
Chauncey Zalkin 2016

12. TREND: MINDFULNESS
Over the past few years, there’s
been a trend toward *MINDFUL
LIVING.
thinking about your actions,
thoughts and feelings.
being in the moment
being present
*Mindful Living named a top trend by JWT for “2014 and beyond”
Chauncey Zalkin 2016

13. !
THE DRIVETO BE PRESENT
We are alienated from our surroundings as we stay tethered to our devices, our
work, our busy schedules.
As a result, we crave real-time substance, meaning, and connectivity in the world
immediately around us.
We want to be in the PRESENT, in the NOW
This means in our
•Jobs
•Personal interactions
•Leisure experiences
•The food we consume and how we consume it
Chauncey Zalkin 2016

14. RAISING OUR AWARENESS
Unplugging from our devices
What we’re putting in our body
Michelle Obama’s Let’s Move anti-obesity campaign
Political activism
“There’s a renaissance of political activism
going on, and it exists on every major
campus,” - Harold Levy, former chancellor of
NYC public schools ,Atlantic Monthly, The
Renaissance of Student Activism, May 2015
Chauncey Zalkin 2016

15. Locavore + Mindfulness /
Community = Introducing the
Socialvore
Chauncey Zalkin 2016

16. FOODTHAT ACTIVATES
Farmer’s markets - a weekly social activity
Food co-ops
CSAs (at Haven’s kitchen in NY CSA has a pick-up party)
Getting fresher, more local food to an underserved community
and a fast-paced society
Now we are looking for food that activates
Chauncey Zalkin 2016

17. PRIDE
whatever community you’re in, there’s something to have pride in.
a way to make it fresh
regional ingredients
regional heritage livestock and heirloom produce varietals.
empowering the people that make up the community
listening and involving the people, their needs and their culture
Chauncey Zalkin 2016

18. Socialvore in Action:
Examples
Chauncey Zalkin 2016

19. “We fundamentally believe that wholesomeness, deliciousness and
affordability don't have to be mutually exclusive concepts in fast food.We
believe that fast food restaurants can truly empower the communities they
currently underserve.We believe that the giant corporations that feed most
of America have degraded our communities by maximizing profits over
decades.We believe that chefs should feed America, and not suits.
Welcome to #LocoL.”
In the Watts neighborhood of Los Angeles
Chauncey Zalkin 2016

20. “For two quid we give them the chicken they want but we also can try and introduce
them to other foods. To get them eating sweet potatoes and coleslaw and food they
know from the usual places just not made out of palm oil and hydrogenated
vegetable oil.” -co-founder, Hadrian Gerrard, about the Tottenham restaurant
Chauncey Zalkin 2016

21. Northern California
Chauncey Zalkin 2016

22. Thug Kitchen vegan blog’s
mission statement - Everyone
deserves to feel a part of our push
toward a healthier diet, not just
people with disposable incomes
who speak a certain way. So
we're here to help cut through the
bullshit. Promoting accessibility and
community are important as f**k
here atThug Kitchen.We've got a
big table and everyone is welcome
to it.
Real talk that demystifies the food
movement and makes it accessible to
all.
Chauncey Zalkin 2016

23. Haven’s Kitchen, cooking school
and meeting place in NYC,
teaching busy Manhattanites
how to cook simple seasonal
food, blocks away from Union
Square Farmers Market.
Real talk that demystifies the food
movement and makes it accessible to
all.
Chauncey Zalkin 2016

24. Edible Schoolyard NYC,
school garden and kitchen
classrooms in the neediest
neighborhood of every
borough — making seasonal
food accessible and
understandable to inner city
youth.
Real talk that demystifies
the food movement and
makes it accessible to all.
Chauncey Zalkin 2016

25. DIFFERENT CONCERNS COMING
TOGETHER
local pride and education
saving our earth
getting healthy
be present and aware
locally underserved
fast-casual
!
Chauncey Zalkin 2016

26. We’re headed toward a democratization
of the Food Movement
Accessibility for all
Chauncey Zalkin 2016

27. Talking to people, not at them.
Fostering a cultural understanding of how
people truly eat and socialize
Adapted for a healthier more planet-
conscious time.
Chauncey Zalkin 2016

28. This is an opportunity for big food
companies and food entrepreneurs alike
to connect with their own communities,
serve the underserved, and address issues
of local culture and needs - both
economic and social.
Chauncey Zalkin 2016

29. SUGGESTIONS
garden centers that serve food and sell fruit and veggies
farmers market stands and food trucks
drive through farmers markets
mini healthy markets like Whole Foods 360
affordable fast casual and fast food with local, seasonal foods
community activities and events, education, and home grown products
Chauncey Zalkin 2016