Food is an important component of culture. It is a symbol of unity, socialisation, and spirituality. Even away from home, the nostalgia for ‘home food’ remains very strong; this has resulted in the continued transportation of ethno-cultural foods into Canada. This is expected because with a diverse culture comes multiplicity in foods and food habits. The diversity has not remained in the homes but ethnic dishes have joined the main stream food culture with a tremendous boost in familiarity, acceptance and consumption. The recognition, consumption, and popularity of many of the Ethno-Cultural Vegetables (ECV) have continued to grow and many of these vegetables have been incorporated into the Canadian culture as the influx of immigrants continues to grow.
As more ECV are introduced into the Canadian market, the language spoken is broadened to incorporate them. Today every interested party knows what “bok choy” is, and it would be difficult to say the word is not Canadian. The explosion of immigrant populations coupled with a more health-conscious public and the increased consumer desire for more variety has continued to fuel the expansion of the demand for ECV. Stores have taken advantage of the diverse clientele by having a more robust selection of vegetables, which is seen in the assortment of vegetables sold, to meet the ever increasing clientele diversity.
For example, Chinese stores sell Chinese vegetables but also have some South Asian vegetables and traditional vegetables. Direct observation of the clientele base of these ethnic stores shows the beauty of diversity clearly represented as all ethnicities are well represented. This trend has not remained imminent among the new comers but spread out across even other Canadians. A close look at Chinese stores reveals that a significant percentage of the clientele is actually non-Chinese. The same is observed in the main stream stores where ECV have increasingly found their way onto the food shelves.
The growth and diversity of ECV in Canadian culture is also reflected in the wealth of cuisines all with authentic styles and unique tastes and peculiarity shaped by the ingredients available. The Canadian cuisine is shifting from the more familiar traditional dishes of German, Greek, French, and Scandinavian to a more embracing wider variety of spicy foods, sweet and sour dishes. People are trying out different foods in their homes as more mixed populations are seen shopping in ECV stores. The culinary circles have not been left behind- walk into any bistro in Toronto and you’ll witness the amalgamation for yourself as we’ve gone ‘exotic vegetable crazy’. The Chefs have done little to disappoint as they fire up grills and woks and create wonderful dishes with ECV just to calm our appetite for these highly healthy and tasty vegetables.
There are also changes in the demographic trends that indicate an adaptability pattern among the clientele. The ECV market is composed of the young generation eagerly venturing into the new world of ECV and the older ones trying to discover the secret of health embedded in these newly popular vegetables.
However, the issue of quality vegetables remains a stumbling block as many of these vegetables still have to be transported across thousands of miles into Canada. This affects their quality and lowers the value obtained by the consumers. There is good news for ECV lovers, many of the ECV vegetables are highly adaptable to the Canadian climate especially those with short growing periods such as the cabbage family, okra and eggplants. These can be fast grown or even planted in small gardens in backyards. Many are highly nutritious when eaten raw, fresh or steamed.
Let us promote our locally grown vegetables as we embrace the benefits of diversity. Next time you are in a supermarket please remember to Eat Local, Taste Global.
Christine Kajumba, MSc Candidate
ECVOntario
SEDRD, University of Guelph
