Edible British Columbia: Finding the Hidden Opportunities

Publish Date: January 2010

As a sort of tour guide for the palate, Edible BC knew it could capitalize on opportunities in 2010 when hordes of visitors will converge on the Lower Mainland – it just wasn't sure exactly how.

The small Vancouver company was launched in 2005 by Eric Pateman to offer local expertise to visitors looking for the ultimate culinary experience. Pateman realized he didn't have the budget to be an official 2010 sponsor, but he did bank with one. "The first step to the Olympics was talking to RBC," said Pateman. "I told them I would like to be part of the 2010 Games, but I wasn't sure how. I knew I needed to go out and find business for us."

Through networking and attending events connected to Games planning, Pateman created his own opportunity; providing Edible BC's expertise to a US-based corporate hospitality firm that will be in town entertaining clients during the Games. "It's just huge networking," he said. "You've got to get your company out in front of people."

Pateman will be working as a subcontractor to SportsMark Management Group, which helps large corporate clients build their brand through sports marketing and event planning. Leading up to and during the 2010 Games, Edible BC will arrange special dinners for SportsMark's clients with the idea of providing them with an experience they will remember long after 2010.

One idea is to offer after-hours tours of Granville Island Market (where Edible BC's first retail outlet opened in June 06) for international visitors, which would include a meal made from market ingredients. "The idea is to keep it small" Pateman said, noting that it's very easy to over promise. "We aim to blow people away. The Olympics is only for two weeks – it's not the time to gouge people. It's all about whether people will come back. This is Vancouver's opportunity to shine."

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