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LOCAL LEARNING

Demand for local produce is growing in Vancouver, British Columbia, and Capers Community Markets is not only meeting that demand it's also helping to fuel it. This four-store chain just wrapped up its 12th annual Living Naturally Fair, a two-day event at its Robeson Street store that attracted more than 11,000 people who were interested in learning more about local, organic and natural foods. The

Demand for local produce is growing in Vancouver, British Columbia, and Capers Community Markets is not only meeting that demand — it's also helping to fuel it.

This four-store chain just wrapped up its 12th annual Living Naturally Fair, a two-day event at its Robeson Street store that attracted more than 11,000 people who were interested in learning more about local, organic and natural foods.

The fair is “a celebration of all that's abundant,” said Aron Bjornson, spokesman for Capers. But it also helps build recognition of Capers as the place to purchase local and natural foods, he added.

Originally a one-day event, it quickly grew to two, attracting growers, vendors and British Columbia supplement manufacturers. Local chefs also come to prepare dishes with local ingredients, which they pass out as samples.

“It's a really exciting way for people to sample foods they're not familiar with,” Bjornson pointed out. The fair is held outside; inside the store there are specials on the participants' products, and business is particularly brisk for these two days.

The fair is also a fund-raiser. This year the recipient was My Own Back Yard (MOBY), which creates community garden projects. Last year, the fair raised more than $42,000 for Ocean Wise, the Vancouver Aquarium's Sustainable Seafood Program.

While the donated monies from booth rentals are substantial, Bjornson said the exposure the nonprofit receives is probably more significant.

In-store posters and newspaper and magazine ads market the event for weeks before it is held. Store employees wear T-shirts, which Bjornson says encourages customer queries.

The Living Naturally fair dovetails perfectly with the findings from a survey conducted for the chain in June by the Mustel Group, a research firm. The results show that 70% of shoppers have increased the amount of British Columbian produce they buy and that they'll pay up to 15% more for it, too.

Capers has been a proponent of local food since its first store opened in 1985, and these days around 40% of its produce is from local sources, jumping to nearly 80% for August and part of September.

The survey showed that supporting local farmers and the local economy is shoppers' No. 1 reason for purchasing local produce, but 81% of respondents are also concerned about the environmental factor of trucking food long distances to get it to their plates.

Consumers also said they prefer the taste of locally grown produce, which is typically in stores within 24 hours of being picked, as well as produce having fewer chemicals and preservatives.