Comment
Royal leadership
As if thus arranged, the morning’s grey and sputtering skies suddenly gave way to glorious sunshine just as Prince Charles and his wife Camilla stepped out of their car in Wellington on Friday afternoon. The Royal Couple were a bit late—which, as it turned out, permitted market vendors and well-wishers near ideal conditions with which to welcome their special guests.
Graciously and with quiet elegance, the Duke and Duchess of Cornwall meandered through the Wellington Farmers’ Market— located on the grounds of the United Church perched on the shores of Lake Ontario— venturing as their senses guided them, sampling the produce and preparations, and occasionally veering off the well-planned course to greet and shake hands with the throng lining the temporary fence along Main Street.
The Royal Couple skillfully and artfully avoided politics—and the politicians trailing behind—focusing instead on the business, the craft and the value of the array of goods produced and prepared by the assorted vendors assembled in in the market.
The images and stories of their visit and interactions with the County’s growers, producers craft food and drink makers are being scattered across Canada, and indeed around the globe. One of my favourites—an image of Prince Charles bending low to immerse himself in the sweet aroma of the fragrant grains in Henry and Natalie’s Humble Bread—is now featured prominently, of all places, on Getty Images Japan, a worldwide stock photography vendor.
The power of these images, the stories and of the curiosity of Prince Charles in seeking out and tasting the natural goodness of Prince Edward County is beyond measure. That the Duke and Duchess would take part of their brief visit to Canada to stroll the vineyards at Norman Hardie’s vineyard and to sample the wines produced from County soil means many more will be inspired to do so.
The message broadcast from the County over the past week was note perfect. Prince Charles used his powerful platform to tell the world that Prince Edward County is at the forefront of the connection between our food and drink to the soil, water and air that nurtures it. He highlighted the craft of preparing food and drink that moves beyond groceries and the indistinguishable swill proffered by the mass market. The Duke of Cornwall brought focus upon our community and the valueadded products that find markets because they are good and tasty, rather than the ease by which they can be packaged and distributed.
It is an opportunity. An opportunity that is being seized by individuals and entrepreneurs in this community and far beyond. Building on a foundation of natural beauty, Prince Edward County is rising as a powerhouse in this emerging sector. They are bringing the goodness of the land and creating products—wine, beer, bread, meat, produce—the world wants, and will pay a premium for.
The Prince Edward County label has graduated to the big leagues.
How will our local government respond? Some in Shire Hall clearly understand this opportunity— the power of the Prince Edward County brand and the potential it possesses to drive more investment and increasing prosperity in this community.
The County’s economic development efforts are squarely aimed at promoting these opportunities through a variety of marketing initiatives including the terrifically revitalized Build a New Life website, devoted to telling the stories of the entrepreneurs and pioneers pursuing their dreams in the County. In recent years Shire Hall has become and important sponsor and promoter of key sector events including Terroir, the Great Canadian Cheese Festival and Taste. The County’s marketing materials and wide distribution celebrate and showcase the distinctive flavours being conjured here.
There are, however, still some council members who want the County’s community and economic development work curtailed. Some continue to push for cutting the funding and resources of the County community and economic development activities.
Some of these folks simply don’t want to spend money on promoting an economy they cannot, or choose not to, understand. Many of the older ones still hold out hope of luring an auto assembly plant or chemical manufacturer to Prince Edward County. Others blissfully believe the County was predestined to bask in this opportunity—that this community was preordained to succeed while the rest of eastern Ontario’s twists in economic decline. Still others can’t visualize the vast potential the County’s leadership in this sector still promises.
I expect Prince Charles will have helped to enlighten our council members of the economic value and opportunity that has been forged for us by these enterprising entrepreneurs. But if not, let it be you and me who seek out these growers, producers and craft food makers and tell their story far and wide. Let us remind Council as many times as is needed—Prince Edward County is an economic success story—something to be celebrated and promoted.
May our council be as curious as Prince Charles.
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