The Generation of Market and Ethical Values in a Canadian Wild Food Network

This research focuses on a product of growing popular interest: “wild foods” like morel mushrooms,

wild blueberries and fiddleheads. Why do the people who produce, trade and consume these foods

value them? How can this value, whether economic, social or ecological, be increased? Because the

attraction of these foods comes from their being “wild,” and thus depends on facts about production

and trade not cultivated; non-industrial; traditional-I interview the suppliers of a Canadian wild

foods distributor and retailer to determine how their products are actually produced and traded. I also

work as a participating ohserver at office, market and harvest sites, producing naturalistic data about

how people work with, talk about and value these foods as they gather, trade and taste them. This

provides the details about production and trade required to fuel processes of value enhancement, while

identifying which sorts of information, within which marketing methods, best generate value- and

why.

Faculty Supervisor:

Shiho Satsuka

Student:

Partner:

Forbes Wild Foods

Discipline:

Sociology

Sector:

Manufacturing

University:

University of Toronto

Program:

Accelerate

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