Farming Organic in Canada   Producers

Marketing Caravan

Thursday, November 19, 2009

Anthony McCarthy
Anthony McCarthy
-Executive Chef, The Saskatoon Club

Anthony went to college in Banbury, England where he took his City & Guilds cooking courses. Leaving college and heading straight into the industry where a couple of short stints in hotels then led him to a small fine French restaurant in Oxford, it was there he began to quickly understand the workings of a professional kitchen, soon after he was given the position of Sous chef with the promise of full support of the owner and head chef as this was a big position after only a year in the industry. It was a mere six months later when the head chef left to pursue other interests when he was asked by the owner, French chef and restaurateur to become the chef, a position he declined due to feeling he did not have the experience, but with the promise again of full support moved to the chef’s role.
This has often been the case for Anthony throughout his 20+ year’s career, wanting to work under someone to learn more, but so often then finding himself running the kitchen.

After running his own restaurant in Brandon, MB for three years it was time for a change. So off to the Caribbean he went, where cooking on private luxury yachts became the change he was looking for. This certainly provided a revitalising tonic, and after nearly four years was ready to return to the “real world”. ...cont


After a short courtship, he married long time friend, Anastasia, and very soon after that were pleasantly surprised to find their son Jacob was on the way.

He was born where they were residing in Toronto; Anastasia was teaching voice and piano from home while also attending the Glen Gould School taking a degree in Opera performance and Anthony was working at The Toronto Club when the opportunity came for the position of Executive Chef at The Saskatoon Club.

Since arriving in Saskatoon in August of 2007 Anthony has been very active in wanting to bring the best products to his menus, using local producers whenever possible and is continuing to pursue these   relationships and build on them.

He is on the board with Local Bounty, and is very involved in all aspects of the organisation, especially playing a big role in the public events.

He is currently serving as President of the CCFCC, Saskatoon branch (Canadian Culinary Federation of Chefs and Cooks) He competed in the provincial chef’s challenge, which he won and advanced onto the Western Final, where he finished second.

At present he is the Chairman for a Chefs Association event in partnership with Healthy Boobies, and Prairie Land Park which will be held in February with the food having a very strong emphasis on organic.

Marketing Workshop

Have you ever considered getting out of the “growing large amounts of stuff for export” rut and wondered how hard it would be to take advantage of smaller, local, and potentially very lucrative markets?  If so, then the Marketing Caravan workshop coming up on November 19th will be exactly what you need. Whether you are a large farmer who is considering diversifying into new products or markets; or a vegetable, fruit or herb grower wanting to make a living on a smaller acreage, you’ll find this workshop to be well worth your time.

Marketing Caravan Agenda
Thursday, November 19, 2009



Saskatoon Farmers Market, Saskatoon, SK
Special note to Saskatoon Farmers Market members

8:30 - 8:45 a.m Welcome and Opening remarks
8:45 – 10:15

“When Pigs Fly”
- Jolene Brown

  • Examine changes in Agriculture today and review five factors that influence todays  purchasing decisions.
  • Take a close look at our behaviours. People must “buy you” before they “buy from you”
  • Gain new ideas to provide greater value to your deserving customers
10:15 – 10:30: Refreshment and Networking break
Visit the booths set up in and around the meeting space.
10:30 - 11:00

Grower Associations
share their stories

11:00 – 12:00

“Show and Tell”
- Jolene Brown

  • This is your turn to bring your business or industry to fellow attendees. You have 2 minutes to share an item of     interest from your business (value added product, something that has you excited); a fact about your industry or business (current market focus, innovative change); or a concern in your industry. Come prepared!
12:00 - 1:00

Lunch and Networking break.

  • Take time to explore the opportunities and information at the sponsor and Saskatoon Farmers Market booths.
1:00 – 2:00

“Get the Media talking about your Agri-business”
- Annemarie Pedersen

In this informative, hands-on segment you will:

  • Learn the basics for working with the media and discover ways to enhance your message to build interest
  • Learn how to identify and work with reporters to tell your story and improve awareness of your agri-business.
  • Learn how to build your key messages and pitch it to local, agricultural and other media outlets
  • Learn the dos and don’ts for all aspects of media relations
  • Leave with a guide to build your own media relations plan
2:00 – 2:15

Refreshment and Networking break

  • Visit the booths you missed earlier in the day.
2:15 – 3:15

Get the Media talking about your Agri-business ”
-Annemarie Pedersen

  • continued from 1:00 - 2:00 time slot
3:15 – 3:50 The Chef’s Purchasing Perspective”
Chef TBA
3:50 - 4:30

Keepers and Questions
-Jolene Brown

  • Identify what you will do differently from attending the workshop or something you will share with others who couldn’t attend. Take the opportunity to ask questions to the presenter or participants. 
4:30 – 4:45 Celebration Summary
-Jolene Brown
4:45- 5:00 Closing comments

Dear Saskatoon Farmers Market Member
Organic Connections is pleased to be hosting a Canadian Farm Business Management Council, Marketing Caravan Workshop in your great facility on Thursday, November 19th, 2009.   Along with our partners the Canadian Cherry Producers, Saskatchewan Herb and Spice Association and the Saskatchewan Fruit Growers, we look forward to supporting the further development of marketing plans and skill sets for producers, processors and retailers across the province.

We would like to offer Saskatoon Farmer Market members 2 special opportunities:

Since the workshop is scheduled at a time when the market is not operational this may be a good time to bring in your products and sell them to a captured audience of approximately 60 to 100 people.   Members are invited to not only participate in the workshop but to also set up their booths around the perimeter of the workshop.  See below for your registration and options.

We would also like to offer the opportunity to cater the refreshments and meals for this event. We will have two refreshment breaks and a lunch. We expect to have 60 to 100 people in attendance. If you are interested in catering and have one or two products, or want to cater the full event we would like to hear from you. Please contact Lorraine by October 16th with your meal plan and pricing at or call 306-956-3110.

If you are a member of the Saskatoon Farmers Market and would like to register for this event, please CLICK HERE

please contact Lorraine for your special rate


Food... the way Mother intended


Canadian Farm Business Management Council



Saskatchewan Agriculture and Food


Organic Pork

Sask Fruit Growers

Saskatchewan Herb & Spice Association

Cherry Producers

Saskatchewan Greenhouse Growers Assoc

New Life Organic Foods

Organic... Way to Grow

Farmers Market

Organic Roast

Canada   Organic Producers Conference
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