Posted by: heidi1234 | May 29, 2012

Traveling Farm to Table with the Membership

An Ode To All Things Spring

Heidi Siegelbaum, Calyx Sustainable Tourism

I don’t think  I had a “real tomato” until 1992 when I traveled to Michigan to visit friends from Iowa who brought tomatoes so impossibly red they looked fake. That’s because I had grown up eating imposter tomatoes, gas ripened and trapped in their travel 1,500 miles to our dinner table (until my Iowa experience) …and I  never looked back by looking closer to home for local food.

In this late gorgeous spring we are having, our surroundings bursting forth with earthy fecundity, we have renewed appreciation for the riot of diverse food we enjoy here in the Evergreen State– Washington’s 230 agricultural products are only second to California so there’s ample choice, both cultivated and wild, from which to choose for home, restaurant and field tables.

We rank first in the nation for the production of red raspberries,  hops (for you beer lovers out there), apples and sweet cherries, and second for our luscious herbaceous asparagus, teasing us for a short time in spring’s emergence (2007 Production  (Pride of Washington Farm Stats, US Department of Agriculture, National Agricultural Statistics Service, Washington Field Office).

Why We Need Farm to Table

We didn’t used to need a term for “farm to table,” because that is how we ate naturally. With a number of “modernizations” in the U.S., from the introduction of new transportation routes such as canals,  railroads, tractors and automobiles– to methods of keeping food edible for longer periods of time such as canning, refrigeration, and pasteurization– to social trends like people working outside their communities– we became a nation of long-distance food and packaged convenience (Kulikoff, Allan. Households and Markets: Toward A New Synthesis of American Agrarian History. The William and Mary Quarterly, 3rd Ser., Vol. 50, No. 2, Early American History: Its Past and Future. (Apr., 1993)).

Nearly 40 years ago,  concerns over pesticides, tired food, environmental impacts from long distance food routes, precipitous loss of farmland and a desire to support local communities, cultivated our farm to table ethos and practice. It grows stronger each year, a fulcrum and cornerstone for greater social trends that speak to saving humanity from itself and its reliance on a dangerous confluence of monoculture,  industrial agriculture and fossil fueled farming.

Alice Waters, founder of Chez Panisse in Berkeley, and the more recent architect of the Edible Schoolyard, brought her powerful and simple philosophy gleaned from living in France- ” [e]ating together was the most important daily ritual in their lives, a crucial and non-negotiable time when the flavors and smells of roasted chickens and sizzling garlic, the crunch of crusty bread, and the taste of local wine drew out everyone’s most passionate ideas and feelings.” Eating at the table together and forming relationships with local farmers is at the heart of community and more dispassionately, local economic development that’s non-exportable.

 

Stories from The Field

Farm to table became a metaphor for community, love, caring, joy and the embodiment of what we feel is authentic. Folks come to farm to table practice in the broader tourism industry through many different paths. For Tammy Guill from Graham Cracker Farm in Graham, it was a serious interlude with her favorite horse.

” On a beautiful November day in 2009, I took a spin on my youngest horse.   As soon as my seat connected with the new English saddle, another horse ran into the arena and picked a fight with my mount.  Not having any time to respond, I was thrown. The resulting fall introduced me to eight broken vertebrae, three broken ribs and a collapsed lung.  Now with a few titanium rods to keep me upright, I walk and talk j just fine with no pain, which is a miracle in itself.”

With no more riding in sight, she took  to organic farming and now has a CSA (community supported agriculture) program which features at least 23 different products,  including homemade breads, vinaigrettes and pies to flowers, herbs and beautiful vegetables including  purple foods such as Purple Viking Potatoes (blue or purple food is the most unusual food color; cocktail factoid alert).

Josh Delgado,  sous chef at the Barking Frog  at the Willows Lodge in Woodinville, came to farm-to-table through his migration from Tucson to Seattle where he spent summers to escape the heat ad where he discovered our riotous diversity of food . As he explains in his cheerful enthusiasm, the pros of farm to table are really good ingredients at reasonable prices, better tasting food, and supporting the local food movement, which in his view,  has moral implications. And the cons? It’s difficult to create a menu because you don’t always know what you will have from week to week. The vicissitudes of mother nature gift us surprises so he writes his menu is a general way to accommodate whatever fabulous product comes to his door.

Rather than relying on a distributor he visits farmer’s markets or the farmers around Woodinville himself who provide him with a fresh sheet every Monday. This shortens the distance between the Barking Frog- and Josh- and the farmer, a relationship concept he clearly loves. His parting words concerned health… “this is not a fad… this is the way we should be eating anyhow.”

From here we traveled from terra firma to the waters of Emerald Water Anglers, Dave McCoy’s first class fly fishing company. For Dave,  it’s not so much river or Sound to table, but in-your- hands- back- to- the- water. This is classic catch and release fishing and the release is what makes him tick. We discuss why catch and release and the answer, it seems to me,  comes down to fish numbers which is a healthy ecosystem issue.

In Washington,  you have to appreciate each fishery for what it is and what if offers. Washington offers more pristine, untouched small streams full of native fish compared to other part of the lower 48. That said, challenges have been logging down to the river’s edge, pollution, commercial by catch and ocean conditions. have all led to deterioration of many our more prominent watersheds.  Washington’s fish live in the dual worlds of fresh and salt water conditions so ocean issues such as acidification and pollution complicate their habitat needs.

When  asked which restaurants were doing a good job of serving sustainable fish he mentions Steelhead Diner, Blue Acre and Mashiko. He says “be educated about the state of the fisheries where you buy your fish,” rather than relying on sustainable seafood labels.  The take away for home and restaurant chefs is that they need to know what the state of wild steelhead  in the State is  before buying it as their stocks are extremely low and they are vulnerable (see the Wild Steelhead Coalition). Discussions about steelhead tends to be incorporated into salmon and they are distinct fish. In  1895, the Stillaguamish River sported over 90,000 steelhead and now we only get 500-700 fish a year. The total Puget sound wild steelhead population is 4% of historical levels. After having seen the romantic and gauzy film The River Why, I asked him about the romance of the river. He told me, with a twinkle in his eye,  that “fly fishing (for couples)  ruins lives”  but that shouldn’t stop you from falling in love and  or re-falling in love with Dave’s outfitters and your partner.

Traveling north to Whatcom County, I prepare myself for the upcoming June 27th Farm Fam Tour, a take on classic familiarity tours for media and tour operators. Jacqueline Cartier from Bellingham Whatcom Tourism describes what seems like an endless array of farm and farm to table initiatives in dairy-rich Whatcom County. They promote agritourism through group media tours, annual farm tours, and opportunities for behind the scene tours for visitors… the nooks and crannies of authentic farm operations which provide a lens into farming life. “We were able to talk  to owners.. customers are expecting it… and in the process, we build a strong rapport with them.”

Every year Sustainable Connections arranges a farm tour to 12 distinct farms in a self-guided, go-at-your-own pace journey. The hallowed Willows Inn on Lummi Island is the epitome of farm to table. Their web site follows each month of the year, highlighting what’s available, sometimes with your own assistance (as in digging for razor clams), and building the menu from Nettles Farm on site and enticing the reader with foraged edibles and the romance of wild herbs, seaweed, mushrooms, flowers and young seeds and shoots. Chef Blaine Wetzel just received best new chef of the year from Food & Wine.

Jacqueline mentions a few other notables, including catering company Ciao Thyme, a lovely play on words, and the creation of Jessica and Mataio Gillis. With their team, they offer seasonal menus for guests and have a firm foot in preserving local farms through farm dinners and cooking classes. Appel Farms, home of alluring cheese and the iconic squeaky cheese (cheese curds), along with 500 cows. This family owned business has been making cheese for over 50 years and their products include Paneer and Quark.  The final parting news is about a new distillery being built at BelleWood Acres in late June or early July,  following another trend in locavore culture (watch out beer and wine!).

For Harry Dalgaard of Pacific Northwest Vacations, farm to table is nearly unavoidable, like being smacked with a wild fish. He favors farm-to-table operators when they are available and on the “locavore index,” the Pacific Northwest is nirvana. Harry’s company receives one to three queries a month about local food but he admits the local drivers are beer and wine, nothing better after an invigorating day in the mountains.

In another nuanced take on farm-to-table, Michael Rogers from Beeline Tours and Seattle Food Tours, provides an intimate introduction to finding local culinary treasures by foot.  He and his wife were indoctrinated years ago when a server in the restaurant where Michael was working gave him a list of hidden culinary assets in San Francisco. From there on out, all their trips were focused on finding local food.

Their local food tours are intimate, only 12 people,  and are designed to mimic a friend showing you around town for the first time. They have several vendors that are exclusive to them and all are culinary icons, such as De Laurentis and the Crumpet Shoppe in the Pike Place Market. Seattle Food Tours also offers a progressive dinner tour through Belltown including Local 360 and Shiro’s, a master sushi restaurant that marries Pacific Northwest flavors and techniques. These restaurants focus heavily on using local food.

As we move into the country, we arrive at farm centric Whidbey Island and home to the Inn at Langley and Chef Matt Costello’s famed 7 course prix fixe dinners that have been wowing diners for years. Matt greets you at your table and can tell you where every single product came from on the table,  including food grown on site along Saratoga Passage where the inn and restaurant are located. The kitchen uses between 40 and 45 full time growers and backyard farmers growing delectable items at peak season,  including the Rockwell bean, found only on Whidbey Island.

If you think that seasonal winter cooking spells root vegetables only, think again with beef short rib with blue foot chanterelles and yam jus. Matt was an early star at Tom Douglas Restaurants and a mature member of the Chefs Collaborative,  a national network of chefs and other food lovers dedicated to local and sustainable food systems.

Tracing another iconic hotel/restaurant, Bite restaurant at the Hotel Murano in Tacoma also gives honor to local food. Jeff Bowe,  sales manager at the hotel, notes that local food has been top of mind each year in national tourism conferences, noting both culinary and farm-based tourism (agritourism) are on everyone’s lips.  Chef Matt Stickle need only go 15 minutes outside downtown Tacoma to pick berries or walk  a few blocks to the farmer’s market.  He visits the Tacoma farmer’s market every Thursday and sometimes Tuesday to boot, to select local produce  and other local products which he features in a  Farmer’s Market Special menu featuring names such as Terry’s Berries, Zestful Gardens and Collins Family Orchard. Chef Matt got his start working on a Puyallup area cattle ranch which is now home to over 200 homes– a reason he is so committed to preventing further farmland conversion.

Bite hosts cooking classes and found that geoduck (pronounced gooey- duck) was so popular last year that comedian Jay Thomas talked about it on his show (he was performing locally and was fortunate enough to have a bite). Stay tuned for their August 9th cooking class with kids at the farmer’s market.

Buying local produce and other products from local farms fits in with the hotel’s support of sustainability and Jeff’s own emerging sensitivity to the use of pesticides,  now that he’s a dad of two young children. Tourists are looking for “guided relationships,” so rather than going alone to farms, the Hotel Murano would like to take them on farm tours that are unique and interactive, with opportunities for on-farm interpretation.

Bon Appetit and happy spring!

Posted by: heidi1234 | March 5, 2012

Patagonia Charges Ahead with Bold Initiatives

Our  home closets and drawers contain ancient Patagonia clothing and luggage. They have been bundled, dragged, scraped,  twisted and lugged across countless airports, cars, camping areas and hallways. The stuff never dies. On the infamous Black Friday following Thanksgiving,  when Americans gorge on retail therapy post Romanesque meals, Patagonia unveiled a brilliant campaign: Don’t Buy This Jacket.

 Patagonia, a privately held company, long at the vanguard of sustainable business practices,  was advising its loyal customers not to buy new Patagonia products it didn’t need. Through its Common Threads Initiative,  the company asks consumers to take a pledge to buy and use less “stuff,” but also makes available a new service via  eBay where consumers can purchase used Patagonia goods. This act led to expected derision  by traditional writers at Forbes and The Economist,  but we thought it was brilliant (I am a huge aficionado of consignment myself).

The life cycle impacts of product development, including outdoor clothing, is fairly astounding when you dig deeper. If you peruse Patagonia’s  Footprint Chronicles you will find  transparent information on how and where Patagonia products are made. The outdoor industry writ large is making admirable (beyond admirable) headway in improving its environmental and community impacts. Both the Outdoor Industry Association and its European counterpart have been involved with reducing the impacts of outdoor equipment and clothing through its design initiative the EcoIndex. The trends in transparency and design changes harkens back to Interface Corporation’s first corporate sustainability report, resplendent in its shocking (gasp!)Take-Make-Waste mantra.

517 Companies. 60 Industries. California Most Recently. Will Washington State Be Next?

In early 2012, ushering in the new year with zest and promise, Patagonia again got high water marks by standing in line to become California’s first B (Benefit) corporation. For all you legal scholars out there you can read this tome about why there needed to be a national movement to create legislation that promotes (and functionally enables) good corporate citizenship. Yves Chouinard, the wiry and peripatetic founder of Patagonia said “I learned at an early age that it’s better to invent your own game; then you can always be a winner.” Patagonia is a game changer and so is the story of B Corporations.

 Here is the skinny from a non-legal perspective:  most corporations, by law, have a fiduciary duty to shareholders to maximum their return on investment. That’s it. If the company reduces that value through its sustainability and community level initiatives, it becomes vulnerable to shareholder litigation.

To successfully address sustainability issues, corporations must be able to fulfill commitments to communities, employees, other stakeholders and the voiceless “environment” which permits us to live and do business. This cannot occur unless changes are made to state law,  in consort with a longer conversation about the role of business in community life.

In an effort to change the system reforms that would enable better corporate citizenship, B Lab,  itself a non- profit corporation, started a new certification system to encourage recognition of businesses that wanted to address societal issues in addition to making a profit.

B Corps, unlike traditional businesses:

 

  1. Meet comprehensive and transparent social and environmental performance standards; 

 

  1. Meet higher legal accountability standards;

 

  1. Build business constituency for public policies that support sustainable business. 

 

Washington State is considering adopting B Corp legislation which would help the sustainable tourism industry prime the pump for future action. Support these efforts and continue with your good work. It pays off. Just ask Mr. Chouinard.

 

Heidi Siegelbaum

Calyx Sustainable Tourism

 

 

 

 

Posted by: heidi1234 | December 21, 2011

Giving and Living Green

December 21, 2011

Heidi Siegelbaum and Steve Gersman

Calyx Sustainable Tourism

The autumn and winter holidays, extending from late October through January, are a time of giving, crafting feasts from the gifts of the land and sea, and sharing gifts and experiences that have meaning or explore human capacity (for instance, ice skating which–  for some– stretches that capacity). It is also marked by a wild uptick in garbage and food waste. But alas, you need not feel guilty but merely shift your thinking. Some of the ideas below are also good for business as they reduce waste, illustrate the ways your company gives back to the community and lightens the load on the planet and all its critters and planetary citizens.

The Tree: Many of you may not want silver or blue holiday trees but if you take care of an artificial tree,  it will last many years as opposed to a live tree. If you want a brainiac life cycle assessment which compares artificial to natural trees to impress people over holiday beverage fiestas, look  here. If not,  please compost your tree (check your local government for where and how). If you venture to Swanson’s nursery   in Seattle next winter holiday,  you can buy one of their native Evergreen trees which you can return part of the Seattle Green Partnership’s restoration program. The nursery also will entice with Reindeer and Camels. As you choose holiday lights, please note great strides have been made in LED color and bulb sizing and they are found virtually everywhere, and can save you considerable money in energy costs.

Experiences (what else for tourism?): There is nothing like a sparkly, ribbon festooned package hidden somewhere in your home or business but what lies within can be an experience rather than a physical item. Learn how to: swim, do ballet,  kick someone’s #$*& with martial arts (if safety requires it), climb a mountain, paint with watercolor or learn a new language. If you want to help rural villagers throughout the world you can purchase a part or whole of an animal through Heifer International. There are ample opportunities to donate to food banks, toy drives, or  volunteer with hundreds of different organizations.

Give a Second Life (by Recycling and Composting): Most of the cards, paper,  plastic and other byproducts of holiday giving can be recycled or composted. See http://earth911.com for a listing or the Department of Ecology’s recycling page or county specific links. Of particular note is electronics which are full of toxic materials and are often illegally shipped overseas and handled by children and older villagers. Lucky for us, Washington is in its third year of E-Cycle Washington. Check  out  the site to see how to recycle or donate everything from cell phones to computers.

Food A Go-Go: Ok, we all gorge ourselves silly this time of year but there are still ways businesses can donate food. Food donors are protected from liability  if they use due care and this is also an unprecedented time of need in Washington’s communities.  For consumers, food that cannot be donated can often be commercially composted depending on where you live and you can always do backyard composting  with select materials.  Businesses can compost commercially or a local farmer may take your goodies. A great tool to find a compost facility is here.

Other Nifty Tid Bits: There are a number of web sites that offer ways to make creative gift wrap,  donate used holiday cards or give back  by giving certain gifts. Look  here and frolic there. Wishing the world a more peaceful, nurturing and loving 2012. Go Explore!Image

Posted by: heidi1234 | November 8, 2011

The Road to the Roadless Rule

Heidi Siegelbaum, Calyx Sustainable Tourism

In 2001, the Clinton Administration enacted the Roadless Area Conservation Rule known colloquially as the Roadless Rule (search for 36 CFR Part 294, 2001).   It was intended to prevent road building and logging in America’s National Forests and  keep wild lands wild. Without such federal protection, millions of acres of forest service land, a key element to outdoor tourism and recreation, would be marred with criss-crossing  roads and logging. These patterns interrupt wildlife habitat as well as lead to polluted runoff and siltation of fish bearing streams.

The U.S. Tenth Circuit Court of Appeals issued a ruling late last month that now permanently protects 49 million acres of forests covered by the  Roadless Rule.  The rule was adopted 10 years ago in a federal process that generated the most comments on record—800,000– making it one of the most visible public lands issues in the history of federal rulemaking.

The US Forest Service is part of the USDA and manages the vast network of federal forests peppered across the nation.

The rule has been the subject of ongoing litigation across the US, with logging and other commercial interests vying to invalidate the rule. Alaska, Idaho and Wyoming have been at the center of those states wanting independent control over national forests in their states and which had some success in carving out exceptions to the federal rule.

The outdoor recreation economy is worth over $730 billion annually and in the last few years has been the subject of increased interest by a wide range of interests. Just recently a new report was issued for the National Fish & Wildlife Foundation, The Economic Value of Outdoor Recreation, which reveals the incredible economic impact outdoor recreation has:

  • $1.06 trillion (with a “t”) in economic impacts
  •  9.4 million American jobs
  • $107 billion in tax receipts

Hundreds of non –profit, government and other agencies are taking part in a national conversation  about the role of conservation and preservation in our economy. At the same time, the Administration’s program, America’s Great Outdoors, just issued its 2011 Progress Report. These are all encouraging signs that the value proposition of lands, conservation and recreation are gaining greater prominence in a critical national voice about our future and tourism’s role in it. Join the conversation!

Posted by: Dawn P. Endean | September 24, 2011

Camano Island Coffee: 800 Flavor Compounds on a Mission

by Heidi Siegelbaum, Calyx Sustainable Tourism

“She’s not a consumer. She’s a prosumer, a nester, taking care of her family.” This is the demographic that buys Camano Island Coffee Roaster’s coffee. This fair trade and organic coffee is inextricably bound up with founder Jeff Ericson’s philosophy. He believes that approaching people from a foundation of love and good will can create a better world. And indeed his coffee is doing just that.

A dollar from every package of coffee purchased is donated to Agros International, Camano Island Coffee Roaster’s partner which helps the world’s poor to develop schools, medical facilities and water systems in the coffee growing communities that are the foundation of the company’s work. Jeff is a relationship guy and believes that what drives the purchase of his coffee is a form of “emotional tourism,” or a taste of place as prosumers begin to understand how coffee is grown, links to the families that grow the coffee and the relationships that come from that understanding.

I had some inkling that coffee had some pesticide residue but Jeff told me that it is one of the most absorbent natural products on earth and will “suck” in pesticide, insecticide and chemicals. He suggested that you might be crazy not to buy organic coffee. Suggestive of Diane Ackerman’s A Natural History of the Senses, Jeff said coffee has 800 aromatic flavor compounds (naturally, not with artificial flavors added).

When I asked him if there was a market for coffee tourism, the conversation turned to a discussion about self reliance (the answer is “no, not an appropriate form of tourism”- not in Jeff’s words but in mine). Tourism in certain areas of the world can lead to over-reliance on visitors and a “wait for the white man to come save me” mentality which has hobbled many small communities. These families need many “resilience quivers” to survive, particularly in agricultural communities. Camano Island Coffee Roaster’s partnership with Agros serves that purpose by teaching coffee families multiple skills for when crops years are not doing particularly well.

Purchasing is the ultimate act of power and in many ways, a political act as well. There are entire economies and stories connected with the products we buy and for people who can’t invest in stocks, bonds or companies, that purchase is the only pathway to vote one’s values.  We call our customers “prosumers”  because they realize there is power in their wallet and in their choices – they are proactive consumers. The disconnect in consumerism is when you shop for the lowest price, which contributes to global poverty, and then you write a check to charity to help the poor.

Camano Island is also managing to get other companies to follow suit. He convinced Costco and McIlhenny Company (the Tabasco people) to buy coffee, peppers, and other agricultural products from Agros villages.  When I asked him how to convince other businesses to pay a little bit more for Camano Island Coffee, he seemed perplexed. It’s only 1 cent more per cup than conventional coffee. “It’s about quality and making a difference in people’s lives. We are not hope for the poor, we are friends of people who happen to lack some of the opportunities that we have enjoyed.”

The conversation then led to a discussion about the stock market and how publicly traded companies often find it difficult to make decisions beyond return for investors… which led to greenwashing… and then we both had to go. Luckily, Jeff will be at the PURE Travel Roadshow on October 7th and 8th so we’ll pick up the conversation then.

 

Posted by: Dawn P. Endean | August 10, 2011

Why Story Matters

Why Story Matters

An interview with Todd Davidson, CEO Travel Oregon. Conducted and written by Nan Devlin, PURE Board Member.

Todd Davidson is a keynote speaker at the PURE Travel Collaborative 2011 Green Travel Road Show, set for October 6th and 7th at the Pan Pacific Hotel in Seattle. Register here.

Nan: Todd, why do stories resonate, whereas standard marketing blurbs, which many tourism organizations and tour companies spend big budgets on, most often do not?

Todd: At Travel Oregon, we’re finding that stories are what consumers want. Storytelling provides a level of direct engagement. It’s authentic, human and personal. Travelers, especially, want conversation and connection. The mass media message can easily get lost – it’s just another ad among the many we are bombarded with every day.

Nan: Storytelling, if done well, creates an emotional experience. How is technology able to tap into travelers’ emotions?

Todd: Technology has made storytelling an interactive experience. Blogs, mobile trip planning, posting pictures to Flickr, writing a review on TripAdvisor, sharing videos – it all gives travelers a powerful way to share experiences. We see it all the time. Travel Oregon shares the Oregon story with consumers, they see themselves in that story, and then they add their own chapter.

Nan: How does this benefit a tourism organization?

Todd: It creates a sense of trust, and it can catapult your relationships with visitors to a level of richness you can’t possibly get with standard mass media.

Nan: Can you give us examples of how tourism organizations in Oregon have successfully used storytelling to promote their destination?

Todd: There are so many, but two recent promotions really stand out. Sunriver Resort near Bend held a Facebook contest asking for people to submit videos of their first visit to Sunriver as a child. Dozens of videos were sent in – they had an amazing response. It created an experience with others who are telling you the truth about the destination.

Another was the Oregon Coast Visitors Association when they relaunched their brand. As you know, by law, the Oregon coast is entirely public, all 362 miles of it. So they asked the public to post a story about “Where’s Your Mile?” People wrote about where they were on the Oregon coast during a significant personal moment, such as where they first put a toe into the Pacific Ocean, where they saw their first starfish, discovered a tidepool or kissed someone they loved.

Both destinations engaged consumers with authentic, trusted experiences you couldn’t have gotten anywhere else. In giving people a chance to tell their own story about the destination, they allowed new chapters to be written about the visitor experience.

Nan: One of my favorite ad campaigns for Travel Oregon is the video of a father and son playing golf and sharing a conversation about their lives. It brought tears to my eyes – and made me want to call a friend.

Todd: I am not a golfer, yet when the video was first presented to us, I stood up and applauded. I felt it really wasn’t about golfing, it was about sharing time with those you love. The connection for Travel Oregon was that you will have wonderful moments like that when you visit our state.

Nan: Given you are a tourism neighbor, what is your feeling about the closure of the Washington State Tourism office, and the early development of the new Washington Tourism Alliance?

Todd: Travel is one way in which people spend disposable income; tourism competes with buying appliances, new cars and many other spending categories. It’s our job to help them decide that travel is the one purchase that is everlasting in our memories.

While other states may view the closure of the Washington tourism office as having one less competitor for consumer dollars, I see it as having one less partner, one less voice to promote the Pacific Northwest. This is especially true in promoting to international markets, where we were able to leverage budgets and staff.

As tourism promoters, we have to remember first and foremost that geopolitical boundaries don’t matter much to travelers. It’s about finding authentic experiences in the region. I see Washington and Oregon as one big experience, with a great big river running through it!

I would encourage the new Washington Tourism Alliance, as well as all the individual destination marketing organizations and convention and visitor bureaus, to put their focus on doing what they can to position the state as a whole as a viable destination. If we continually remind ourselves to think about travel through the consumers’ eyes, we won’t go wrong.

Nan: Thank you, Todd. Inspiring as always. See you at the Green Travel Road Show in Seattle.

Todd: My pleasure! Looking forward to it.

While weather here in Western Washington doesn’t require any sunscreen as of late, recent reports about toxic chemicals and ineffectiveness in sunscreens caught my eye. The story behind toxics in American life is as complex as it is simple: Post WWII inventions; 1976 federal legislation that submitted chemical manufacturers to regulation but with confidential business information protection; standards of proof nearly impossible for EPA to meet; FDA is a self regulated system for cosmetics (which are manufactured by chemical companies).

The end result is that we have 80,000 chemicals in commerce that interact in ways that harm humans and our fellow critters scientists do not understand but with ample proof that many chemicals make us sick and shift the cost and consequences of illness from manufacturers to consumers, families and public health institutions (see Kate Davies article from Antioch in Seattle: Economic Costs of Diseases and Disabilities Attributable to Environmental Contaminants in Washington State).

An excellent guide is the Cosmetics Database which took 15 years to complete and enables the user to search for any product by trade name and gives it a rating. For you parents out there, chemicals disproportionately affect children because their detoxifying organs are still growing and their metabolic rates rapidly humming along. A related site that is very useful is healthystuff.org- check it out for everything from toys to cosmetics to home improvement materials.

A connection for the outdoor industry is the Outdoor Industry Association’s EcoWorking Group which is diligently working on improving the manufacture, use and end of life considerations of products used in outdoor recreation. One subgroup is working on materials issues including durability, design for end of life, efficient use of resources (energy, water, ores) and chemical responsibility. It’s a worthwhile open source process to look into.

On a note of ending lightness, I received this great document through a toxics-savvy  colleague of ours that has been generously made available under a Creative Commons License (Physicians for Social Responsibility, CA). It is a zesty, theatrical overview of life’s most commonly used toxic chemicals. Go view the catwalk here:

http://www.toxies.com/2011/05/meet-the-nominees/

May the giant yellow orb shine upon us all.

Cheers,

Heidi Siegelbaum

www.calyxsite.com

Posted by: heidi1234 | June 8, 2011

This time, something is not fishy!

I’m Brian from the Marine Stewardship Council (MSC). Our friend, Heidi, asked me to write a blog entry for PURE Travel that would include a little information about MSC and perhaps throw in some yummy recipes featuring sustainable fish. It’s June in the Northwest, after all. Let’s grill!

 

The MSC is a non-profit organization that sets a scientific, global standard to recognize and reward sustainable fishing practices. You can think of it as a partnership that includes the fishing industry, grocers, restaurants, and ultimately you.

Fisheries are evaluated by independent, third-party auditors to confirm that:

 

  • The fish they are catching come from sustainable stocks;
  • Fishing methods have minimal impact on the marine ecosystem;
  • The Fishery is well-managed

 

If a fishery is certified, its products may display the blue MSC ecolabel currently seen worldwide on more than 10,000 products.

 

When you buy seafood with the blue MSC ecolabel, you’re assured the fish is sustainable from boat to plate. If you’re traveling in the northwest this summer, ask if the restaurant you’ve chosen carries MSC-certified seafood. And if your travels this year only take you as far as the barbecue in your backyard, ask for MSC-certified seafood from your local grocer. For more about MSC, please visit www.msc.org.

 

Okay, time to fire up the grill! Here are three of my favorite recipes using sustainable fish from Northwest waters:

 

Coho Salmon Fillets with Rosemary, Lemon, and Sweet Onion

Ingredients:

12-32 oz. Fillet of wild-caught, MSC-certified fresh Coho salmon

5 Fresh rosemary stems

One Walla Walla sweet onion

One lemon, one lime

Garlic salt and lemon pepper

 

Directions:

Place fresh rosemary stems on a sheet of aluminum foil.

Cut thin rounds of sweet onion and lay them on top of the rosemary stems.

Place Coho salmon fillet on top of the rosemary and onions, skin side down.

Drizzle with fresh-squeezed lime juice and lightly season with garlic salt and lemon pepper.

Top with rounds of fresh cut lemon slices.

Grill over medium heat with lid closed for 18 minutes. Separate the fillet from the skin with a steel spatula. Serve with herbed potatoes, fresh asparagus, and a nice Pinot Grigio.

 

Grilled Albacore Tuna with Wasabi Butter

 

Ingredients:

Four 6oz. MSC-certified albacore tuna steaks, one inch thick.

1 cup of teriyaki marinade

4 oz. butter or margarine

1 tablespoon wasabi powder

2 chopped green onions

1 tbsp. olive oil

 

Directions:
Marinate tuna steaks in teriyaki sauce for at least one hour in a covered dish in the refrigerator. You can marinate overnight if you prefer. When you ready to cook your meal, mix together the butter, wasabi powder, and green onions in a bowl and set aside. Brush grill with olive oil and grill the steaks for 7-9 minutes per side (medium) or 9-12 minutes per side (well done).  You can use the remaining marinade to baste your tuna steaks while they are grilling. Grill your tuna steaks to desired doneness and serve with the butter.

 

Caribe Alaska Halibut Appetizer Kabobs

Ingredients:

1 lb. halibut fillet portions skinless-boneless, cut into cubes
1/2 cups lime juice
1/4 cup oil
1 tbsp. chili powder
1 tsp. ground cumin
1 tsp. dried oregano
½ tsp. cinnamon
2 tbsp. fresh mint (chopped)
½ of a fresh pineapple, cut into cubes
½ green bell pepper, cut into ¾” squares

½ red bell pepper, cut into ¾” squares
½ fresh mango, cut into cubes

 

Directions

Place halibut pieces in shallow pan.
Prepare marinade: Blend lime juice, oil, chili powder, cumin, oregano and cinnamon. Reserve 1/4 cup marinade for fruit; pour remaining marinade over halibut and toss to coat. Cover and refrigerate 1 to 4 hours.
In separate bowl, combine reserved marinade and mint leaves, if desired. Stir in pineapple, mango and bell pepper. Cover and refrigerate 1 to 4 hours.
For each serving, divide the following between two skewers:
-6 pieces (approx. 4 oz.) halibut
-2 chunks (1-1/2 oz.) pineapple
-4 pieces bell pepper
-2 chunks (1/2 oz.) mango
Grill kabobs 5 to 6 inches from heat until fish is cooked through, about 5 minutes.

 

[Thanks to Brian and our friends at MSC for this article and recipes! Yum....]

 

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Posted by: heidi1234 | May 4, 2011

Tickle Your Senses with Agriculinary Tourism

Barn, Whidbey Island

Grazing cows dotted the horizon line like toy pieces, cumulus clouds high in the sky framing red barns and ancient twisted fences lining dirt roads. This was Vermont in the 1980s when I lived there. There were no billboards, no overhead telephone wires and a fierce sense of community that still breaths politically through town hall community meetings where local decisions are made.

Part of this economy is our own promise in Washington State as well- helping farms to stay in business, celebrating and promoting local foods within local food systems, introducing people to new foods they have never eaten, bridging the rural-urban divide and connecting people through one of the most fundamental and life affirming social forms on the planet– the table.

Agriculinary tourism, the many ways to share, celebrate and support farming and food, has old roots in Europe where farm stays are standard fare. In many ways, the desire to engage with farmers, ranchers, fishers, chefs and food artisans– whether through kale chips or working on a farm, or through our own gardening, the burgeoning rise of city chickens and goats, food trucks and yummy dripping sandwiches– reflects a deep seated desire to connect with the land, feel alive, connect with people over food and breathe deeply in a visually rich and sumptuous environment.  Many urban dwellers are stressed beyond their capacities, wired to the hilt with technology and living in less than clean air environments.

Agriculinary tourism provides a way to relax, to breathe and to reconnect with things that matter in our lives, including building local economies.

Farms and food as expressed in agriculinary tourism offers direct marketing opportunities for farmers, ranchers and fishers which can spell the difference between failure and ensuing development sprawl, and staying in business, being profitable and keeping cultural traditions and places alive.

Agriculinary tourism also offers a historical reference point that can help reconnect us with what matters- community, relationships, land, the people who grow our food, beauty and a desire to protect what is worth protecting- many of those things are intangible.  Washington had total farm sales in 2007 of $6.8 billion but net returns to farmers has been declining since 1997 (WSU School of Economic Science). Small and medium sized farms are rapidly disappearing from our landscape and this is a disaster for families, communities and tourism as we understand it.

But there is reason for hope and celebration– many reasons. Cook books are the #1 book category in sales; we are awash in the Food Network, a return to canning and gardening, a return to food love and importantly, local food as part of a more regional, locally based economy. Washington State residents and visitors love to buy directly from our farmers and the statistics reflect that: 13.7% of all farms in the state are engaged in direct marketing compared to 6.2% nationally (Office of Farmland Preservation, WA).

The first tangible forms of direct marketing were farm stands, followed by U-Pick operations (WA. Grows a lot of fruit, our second highest food production area after beef), farmers markets and community supported agriculture (CSA) subscriptions in which residents buy a “share” up front before the growing season and receive whatever a farm or group of farms grow during that season.  At this point, boasts over 100 Farmers Markets and that number grows nearly every few months.

Agriculinary tourism is everywhere if you look for it: value added food products like jams, salsas,  breads, butters, sauces, juice, crackers, beer and wine; places you can visit and learn such as 21 Acres, a plethora of wedding sites, wine/spirit/beer tasting and tours, places to stay such as Dog Mountain Farm and Bull Hill Ranch, farm tours, harvest celebrations and kid friendly farm activities such as corn mazes, pumpkin patches and visits with friendly farm animals.

Savor Washington has links to many of these places, people and events, as do WSU extension offices across the state. Some of the regulatory barriers to more fully developed farm stays, cooking schools, community conversation space and a linked trail system that connects farms with value added food,  restaurants and the broader tourism context include local zoning laws, labor issues, population growth and land values (which push farmers to sell their land),  succession planning, and available water for irrigation.

If you own a restaurant, an inn, a tour company or guide service, you can help grow agriculinary tourism and its real promise by buying from local farmers, ranchers and fishers, supporting farmland preservation efforts and building community by supporting local food systems. Bon Appetite!

Heidi Siegelbaum and Steve Gersman

Calyx Sustainable Tourism

Posted by: Dawn P. Endean | January 1, 2011

Oil Spills and Tourism

2010 seemed to be the year of disaster but it was also the year of opportunity. The Deepwater Horizon Oil Spill may turn out to be the worst environmental disaster the planet has ever experienced.  But it also has serious tourism implications: threatened blue fin tuna which shows up on sushi plates all over Washington State and elsewhere and in the Gulf, over 400,000 tourism related jobs are at risk. That is merely the potential loss.  If an oil spill of much lesser magnitude were to occur here in Puget Sound, the consequences could still be quite dire given the range of impacts on wildlife viewing, lodging, restaurants, shoreline recreation and related business development and of course, the costs of clean up which are always born by citizens and businesses.

We may not have deep water oil exploration but we do have 4,000 tankers criss-crossing our waters each year.  The opportunities lay in identifying and developing cleaner energy sources and strengthened oil spill prevention and response strategies.

Peter Ross of The Department of Fisheries and Oceans calculated each Orca whale is worth $1.7 million dollars in direct, indirect and induced income. An oil spill in northern Puget Sound could push these fragile beauties over the edge to extinction, leading to devastating cultural and financial consequences.

Given that tourism is a place based perception phenomena, even a small spill would sully our reputation, both as a place of wild beauty and also as good stewards of our environment and communities. A recent report by the Pacific Shellfish Institute describes the role of Washington’s shellfish industry in creating jobs, cleaning the water, and providing a pathway to culinary delights that make us a culinary destination.

The Nerdy Science behind Oil

It’s difficult to imagine that the oil spills that wreak havoc on our economy and wildlife are the remains of tiny plants and animals that died in ancient seas between 10 and 600 million years ago. After they died they sank into the sand and mud at the bottom of the sea, decaying into sedimentary layers with no oxygen. Microorganisms break down the remains into carbon rich compounds, forming fine- grained shale that was layered over time. Pressure and heat were then exerted on this shale, distilling the organic material into crude oil and natural gas.

The dance of the PAHs

Oil contains many constituent parts but among the most problematic are polycyclic aromatic hydrocarbons, or PAHs. Crude oil consists of thousands of different chemicals, including PAHs.  Many PAHs are known cancer-causing agents because they interact directly with DNA (“carcinogens”) and were among the first substances to be associated with cancer profiled in European coal tar workers in the late 1800s.  PAHs can adversely affect survival, growth, metabolism, reproduction, immune function, and photosynthesis. PAHs also tend to accumulate in sediment where they pose short term (acute)  hazard to bottom dwelling (benthic) organisms that are the basis of the aquatic food chain (San Francisco Estuary Institute: http://www.sfei.org).  These critters are necessary for fish and other yummy critters to grow and thrive.
PAHs also result from carbon-based combustion, wood burning and internal combustion engines.
According to the National Marine Fisheries Service, Alaska Fisheries Science Center, the long term effects of PAHs on Prince William Sound after the 1989 Valdez spill were quite surprising. When Pacific herring eggs were exposed to Alaska North Slope crude oil at a concentration as low as 0.7 parts per billion (ppb), the result was malformations, genetic damage, mortality, decreased size and inhibited swimming in smolts. With pink salmon, similar effects were noted at concentration levels of 1.0 ppb. Present water-quality standards in Alaska allow for total PAH concentrations of up to 15 ppb.
(Jeffrey W. Short, Research Chemist, National Marine Fisheries Service, Alaska Fisheries Science Center, Auke Bay Laboratory, 11305 Glacier Highway, Juneau, AK 99801-8626. Tel: (907) 789-6065. Fax: (907) 789 6094. E-Mail: Jeff.Short@noaa.gov)

The pathways of a spill

Oil disperses, or spreads rapidly across the water before it starts to break down. Dispersion patterns and rates depend on a multiplicity of factors, among them:

•    Composition and amount of oil
•    Weather patterns
•    Coastline characteristics
•    Temperature of receiving water and air
•    Time of year at which it occurs
•    Supply of oxygen in the water
•    The amount of oil-degrading microorganisms in the area

Emulsification of the oil can occur where sea water droplets become suspended in the oil, resulting in an emulsion that is more viscous and persistent than the original. This is referred to as chocolate mousse, since its appearance resembles the more desirable treat (http:oils.gpa.unep/org/facts/effects.htm).

Oil and Wildlife

The Dalco spill in 2005 did not appear to cause significant harm to wildlife but the retrospective results from the Exxon Valdez spill do indicate longer term effect of oil spills on animal’s ability to reproduce.  The USCG’s Alaska Biological Science Center and the University of California/Santa Cruz, estimate that otter population densities are now half their existing number before the spill.

The Valdez spill killed over 250,000 sea birds, 2, 800 sea otters, 300 harbor seals, 250 bald eagles and up to 22 killer whales. Billions of salmon and herring eggs were also killed (Exxon Valdez Oil Spill Trustee Council: http://www.evostc.state.ak.us).

Seabird Effects

Oil affects seabirds several ways. First, oil destroys the protective layer of feathers and insulating down of the bird which provides an energy reserve and insulation. Once this protective layer is destroyed, the bird will die from hypothermia (freezing). Second, oil can clog a bird’s feathers making it impossible to fly. Third, the bird may lose it buoyancy (ability to float) and drown.  Fourth, in cleaning themselves, the birds may inhale or ingest oil. Because the constituents in oil are quite toxic, the bird can contract pneumonia, congested lungs, intestinal and lung hemorrhage, or liver and kidney damage.

Finally, the oil may impair the bird’s ability to reproduce as the oil from feathers of a bird laying on eggs may pass through the pores of the eggshells and kill embryos or lead to genetic malformations (United Nations Environment Programme: Global Marine Oil Pollution Information Gateway; http://oils.gpa.unep.org/facts/wildlife.htm).

Marine Mammal Effects

Sensitivity to oil exposure varies but effects include hypothermia, organ dysfunction, congested lungs, damaged airways, interstitial emphysema (from inhalation of oil droplets and vapor), gastrointestinal ulceration and hemorrhaging, eye and skin lesions and decreased body mass.  Sea otters are particularly susceptible to oil spills because of the amount of time they spend floating on the sea surface. Their fur is their only barrier against the cold and enables them to float where they break open shellfish to eat. Inhalation of toxic constituents from oil can also damage their lungs, cause ulcers and result in liver and kidney damage.

Oil and Tourism Revenues

Probably the best analysis of the relationship between tourism revenue and oil spills can be found in the lessons of the Exxon Valdez.  A 1990 study indicates that the potential loss of visitors in just one season (1989) led to the loss of $2.8 billion in expenditures.  More recent reports illustrate that the tarnished image of Alaska’s pristine environment still remains in the forefront of many people’s minds, including residents (see the Exxon Valdez Oil Spill Trustee Council: http://evostc.state.ak.us/facts/). The Gulf Oil spill’s ramifications for tourism have yet to be fully revealed although we do know that Louisiana’s seafood industry is worth $2.4 billion and supplies 40% of the US seafood supply. Here at home, injured wildlife would lead to a loss in wildlife viewing revenue where we rank  5th in the nation.

In the decades of spill prevention and preparedness in Washington, there has been a rather stark absence of meaningful citizen involvement. Rather, it is an area dominated by the Coast Guard and government officials. However, perhaps it is time to invest more seriously in the role that citizens can play in this crucial Puget Sound reality.

As part of its recommendations, the Task Force hired Environment International (http://www.eiltd.net) to analyze different models of citizen participation (see ecy.wa.gov and do a search for publication 05-08-001).  The report’s authors tacitly stated that representatives of government and vessel managers and owners are not considered “citizens” in the lexicon of public involvement because they are acting in their capacity of regulators and the regulated.

Accordingly, there is a need to have persons outside government agencies and the regulated vessel community takes part in problem solving and action.  The Oil Spill Advisory Council (OSAC) issued four major recommendations in late 2010 to strengthen the state’s preparedness and response capacity for oil spills. As we speak, House Bill 1186 was introduced in our legislature which aligns with the OSAC’s recommendations.  As a tourism business, signing up to support this bill is critical. To bring things full circle, think about the energy sources you are using for your business, home and community- check out Climate Solutions for a full range of options and support.

Now let’s eat!

Calyx Sustainable Tourism for the P.U.R.E. Travel Collaborative
January 2011
(Based in part on the original article authored by Heidi Siegelbaum for the Sound Tourism-Sound Environment Program which was  financed by People for Puget Sound and Washington Sea Grant).

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