Notes

Another recent study showed that organic vegetables contained more antioxidant polyphenols, such as phenol and cyclical acid, and contained 50 per cent less nitrates and significantly less residue of toxic chemical pesticides, fungicides and herbicides.

The report recommended that individuals reduce their exposure to pesticides by choosing food grown without pesticides or chemical fertilizers and washing conventionally grown produce to remove residues.

Conventional farming was heavily criticized because of excessive nitrogen draining into ground water, which led to serious environmental and health risks, particularly for pregnant women and children.

According to the Dieticians of Canada, approximately 4 per cent of Canadian adults and 2 per cent of Canadian youth followed a vegetarian diet.

Additionally, vegan diets were shown to prevent a number of health concerns such as cardiovascular disease, high cholesterol, high blood pressure, Type 2 diabetes, prostate cancer, colon cancer, breast
cancer, arthritis and osteoporosis.

World Bank agricultural scientists Robert Goodland and Jeff Anhang
argued that livestock and their byproducts contribute at least 32,564 million tons of equivalent carbon dioxide (CO2e) per year, 51 per cent of annual worldwide greenhouse gas emissions.

Consumers were demanding allergen-free and less processed food and were turning to raw food as a natural alternative for maintaining health. Most raw food companies saw double-digit growth, and key raw food players were expanding quickly to take advantage of this movement.
=========================Market Challenges=======================
First, some individuals were unaware of the health benefits of non-meat, non-dairy organic food. While consumers might be interested in healthy living, they did not know how to replace these foods and maintain their current nutrient intake.

Second, consumers were attracted to convenient affordable food. Processed food and fast food was often cheaper and easier to prepare than organic vegan cuisine.

Third, taste was an essential criteria pertaining to food choices. While
organic foods were usually viewed as better quality than conventional foods, some consumers viewed raw and vegan diets as limiting and bland.
===========================Collingwood=========================
There were several ski resorts in the area, including the well-known Blue Mountain Resort, and attractive hiking trails and beaches. These summer and winter attractions caused Collingwood’s population to vary substantially between seasons.

Collingwood was home to more than 17,000 residents. Approximately 28 percent of the population were part-time permanent residents who owned property in the city yet did not reside there throughout the entire year.

Due in part to the retired population, the average income of $21,896 was slightly below the provincial average.

The main jobs included manufacturing, retail trade and business services. However, with less disposable income, they budgeted wisely and could not dine out frequently.

The majority of private ski club members were affluent Toronto families who resided in Collingwood for the weekends to participate in recreational or competitive skiing. These families had higher disposable income, valued athletics and health and were highly educated.

Blue Mountain Resort attracted families and young adults for weekend vacations. However, since it offered a variety of restaurants and nighttime activities, guests had less incentive to leave the resort during their stay. (Challenges)

Collingwood’s population also increased during the summer months because of cottages located near the Georgian Bay shores.
===========================Restaurants==========================
Among the 20 restaurants on site, visitors could find steaks, pasta,
pub food and fast food. The restaurants were also open to locals, which further eroded Pure’s consumer base. However, several times a year, raw vegan groups hosted retreats at Blue Mountain and this year included in their itinerary an afternoon at Pure and a presentation by Graham and Buob’s mother.

The downtown core consisted of historical buildings with renovated streetlights and tasteful art. While parking was limited, the sidewalks were frequently packed with both locals and tourists. Pure’s largest downtown competitor, Espresso Post, attracted the morning and early afternoon walking crowd with espresso, baked goods, soups, sandwiches and a European atmosphere.

Graham felt that the demand for organic products in the grocery store was beneficial for Pure because it demonstrated that consumers were interested in this lifestyle and were willing to pay a premium for health. However, Graham wondered how she could enhance the experience at Pure to encourage consumers to dine out for organic food.

Graham and Buob infused sustainability, organic and health into all elements
of their restaurant. Pure used many local products from Collingwood and the surrounding area farms, including produce from Buob’s
mother. The restaurant was designed with energy efficient applianc
es, windows and doors. All cleaning products were natural and biodegradable. Takeout containers, napkins and straws were all made from biodegradable materials also.

However, while these practices were aligned with Graham’s business values of sustainable practices, some, such as using organic produce and biodegradable takeout containers, were more expensive than conventional methods. Graham wondered if there was a way to effectively communicate these sustainable practices to the community to justify their use.