UPEI hosts second annual ‘Be a Locavore’ challenge on February 6

Students in the University of Prince Edward Island's executive-style Master of Business Administration program will explore the topic of local food during a public event in the Alex H. MacKinnon Auditorium, McDougall Hall, on Saturday, February 6.

At 9:30 a.m., a panel of experts will present a local food challenge to the MBA students, who will be asked to come up with solutions, using the analytical and creative skills they have developed in their marketing management course. Audience members will also have the opportunity to share their perceptions about local food.

Members of the panel are Tim Carroll, associate professor at the UPEI School of Business; Phil Ferraro, Institute of Bioregional Studies; and Rob Paterson, The Renewal Consulting Group Inc. Ian Petrie, well-known as a CBC journalist who covered the agriculture industry for many years, will interview the panelists and moderate the discussion.

Carroll says that he selected the local food theme--the emerging trend among consumers to purchase locally produced food--because of the importance of agriculture to Prince Edward Island's economy and the challenges facing that industry.

'The most consistent change in agriculture in the last 150 years is the transition from ‘farming' to ‘business.' Farming and business can no longer be seen as two separate sectors,' says Carroll. 'Through this course, we are connecting the knowledge and resources of students and faculty in the School of Business to the province's agriculture industry.'

Following the panel discussion, the 34 MBA students involved will convene into groups to prepare their responses to the local food challenge. Each group will identify a potential market opportunity in local food and develop a marketing plan around it. Presentations will begin at 3 p.m. in the Alex H. MacKinnon Auditorium.

'In marketing, we teach that businesses should follow consumer preferences instead of doing what they want to do,' says Carroll. 'If local food is a consumer preference, it really has the potential to change our food system.'

The event will also include food sampling, displays and videos from noon to 3 p.m. in McDougall Hall.

Launched in September 2008, the executive-style MBA program allows students to pursue their graduate studies while they continue to work. It uses an integrated approach, peer-to-peer learning and an emphasis on developing global perspectives to prepare graduates to act as leaders and innovators in the changing business environment.

For more information, please call Grace McCourt at 566-6474 or e-mail gmccourt@upei.ca . Light refreshments will be provided.