It is already day 23 of Agriculture Month in Saskatchewan. Where has October gone!? Today brings us a guest post from a very good friend of mine, Candace Ippolito. I have cheered Candace and her business partner, April Nichol, on since they first opened the SaskMade Marketplace years ago. She is most easily described as a fire cracker, don’t ever try to get in her way! I love this aha moment. Perhaps it will be an aha for you as well. Enjoy!!
Follow Candace on Twitter @candaceippolito and be sure to check out the store’s website!!
A Life Lesson from a Food Network Star – Chef Lynn Crawford
Our Food Has a Story, and here is mine. I am a 4th generation beef producer who worked for many years in the Ag Sector. The bright city lights drew me in to pursue a dream of owning a business. Growing up on the best farm ingredients, it is no surprise I became a lover of fine wine and good food. So it only made sense to open a speciality grocery store where everything is made, grown and produced locally. Welcome to the SaskMade Marketplace http://www.saskmade.ca in Saskatoon. Very early we determined that this business was going to be a destination; where the draw was as much about the quality of the ingredient as it was the story and community behind it. So I set out to teach the “city-folk” about food and where it comes from. To my surprise I was the student and they were the teacher.
I was very fortunate that the store, SaskMade Marketplace, was chosen to be filmed for the Great Canadian Cookbook to be aired on the Food Network. The host was Chef Lynn Crawford and I was a big fan of hers and her style of cooking. The premise of the show was to showcase local ingredients and food from Saskatchewan. I was super excited but nervous to meet my cooking crush. I was prepared and had all my Ag facts memorized; how many acres of chickpeas we grow, what percentage of the beef in Canada comes from SK, etc.
As we were filming, and I am hosting Chef Lynn around the store, I was sharing all my food and production knowledge. We stopped at one of my favourite products in the store, Gravelbourg Mustard. Determined to impress Chef Lynn I explained that, “ Saskatchewan is the biggest producer of mustard in the world.” A loud deep booming voice behind the camera yells CUT, and filming stops. The producer informs me that I am incorrect. He continued to share with me that “Germany has more favours of mustard than anywhere else in the world.” I was in shock and then quickly jumped to tell them all the reasons why he was incorrect until I had my AHA moment…. I add one word that totally changes the entire conversation. “Saskatchewan is the biggest producer of mustard SEED in the world.” Chef Lynn, a culinary icon and influencer of food, replies with “Oh, that makes sense now.”
I learnt a very valuable lesson that day which dramatically changed how I communicate and share the local food story. It has also helped to shape the direction of my marketing of food products and the SaskMade Marketplace. This business was not just about ME and what I think is important, valuable or how I like to be communicated to. Perception is a reality and the language that we use, or don’t use, is very impactful in telling the story. Chef Lynn taught me to be mindful that day in how I share our food story. #OurFoodHasAStory