Getting a network to host a television show that pits chefs against one another to create excellent meals with locally sourced foods would introduce the benefits of eating local and sustainability to a larger audience in an enticing manner. Each episode will follow chefs as they pick their ingredients from a group of farms introducing the farms, farmers and benefits of eating locally produced foods. In some cases, the farmers can introduce the challenge to the competitors – similar to the celebrity chefs that have cameos on cooking competition shows. Chefs could also highlight how the use of imperfect looking ingredients does not preclude meals from being excellent. Chefs could complete each challenge at different farms for added exposure and for an added challenge cook ingredients gathered from small urban gardens!
As part of the competition, the chefs would serve their meals to a diverse audience that may not typically have access to or consider eating locally sourced food. These consumers can also be part of the judging process. For viewers who aspire to make the delicious meals they see being created on tv- the chefs could post online videos of pared down recipes and promote apps such as Eatcyclopedia (/open/localfood/concepting/eatcyclopedia-a-smartphone-app-to-help-connect-and-inform/) that will allow viewers to easily find ingredients at local markets or nearby farms.
(This concept was inspired and updated using the comments of Meena Kadri,Liz Ogbu, Jennifer Tam, Delia Kulukundis, the concepts Celebration of Imperfection /open/localfood/concepting/a-celebration-of-imperfection/