Episode 10: The Culinary Brand


Food plays a big role in all our lives and our culture!

As our food expectations evolve from basic fuel to food as an experience, the relationship between people and food has become more complicated. Emotion and guilt have become intertwined with what and how we choose to consume food, which has forced our chefs/cooks to have to adjust how they brand and deliver food.

In this episode, we welcome chef/cook James Smith, an Aussie who came to Canada 30 years ago, with over 30 years of culinary, academic, and leadership experience. We dive into how we are educating the next generation of chefs to meet these expectations. Which comes first, The Market view or People’s desire?

James’ primary passion has always been about food, healthy, and clean eating, hospitality, and culinary arts having trained as a chef and worked at several Toronto landmark restaurants including - Scaramouche, Truffles at the Four Seasons, and Boba restaurants.  

James also brings a wealth of experience in Food Media having worked on Food Network productions such as Christine Cushing Live, Martin Yan’s Chinatowns, Cook Like a Chef Series, as well as working with Canadian Living Magazine as a writer, and recipe creator.

James’ personal education journey includes obtaining a Culinary Management Diploma as well as his Red Seal Chef Certification before he completed his MBA in Hospitality and Tourism from the University of Guelph.

James is the Program and Development Manager for The Grove at Western Fair District. The Grove is the District’s agri-business hub where participants share resources, space, and connections to create the right conditions for innovation, education, and growth.

Episode Transcript