Lethbridge Farm-to-Table -
Flavours from Southern Alberta

I had the privilege of collaborating with Food Tourism Strategies and a range of community partners, including producers, agrifood businesses, two post-secondary institutions, and the Coaldale & District Ag Society, to create a digital recipe book that launched during Open Farm Days and celebrated Southern Alberta’s agrifood sector. The project involved cluster development sessions where partners not only contributed to the recipe collection but also worked together on creating dishes. This award-winning resource has become Tourism Lethbridge’s most downloaded file, with over 900 downloads, and has received significant media attention. It was a cornerstone initiative that earned Tourism Lethbridge the National Culinary Tourism Experience Award from the Tourism Industry Association of Canada in 2023. To download your copy of the book, click here.  

Canada’s Food Tours -
Favours from Lethbridge County!

In collaboration with Canada’s Premiere Food Corridor, Tourism Lethbridge developed self-guided tours designed for fully independent travellers (FITs) exploring the region. This Lethbridge County edition of Canada’s Food Tours invited visitors to step beyond the city and engage with agritourism businesses expanding their offerings through hands-on, experience-based activities. With food accounting for roughly one-third of leisure travel spending, highlighting local agrifood businesses taps into this trend while strengthening the region’s visitor economy. To support the launch, I created all design collateral, promotional videos, select photography, and written content for Canada’s Food Tours. I also partnered with media outlets, influencers, and local chefs to host familiarization tours, generating wider awareness and expanded media coverage for the initiative.

Sip, Taste, Explore -
A Southern Alberta AgriVenture!

The Sip, Taste, Explore - A Southern Alberta Agriventure project was designed to shine a spotlight on Southern Alberta’s agrifood businesses by creating a fun, interactive way for people to experience them. Through a free digital “experience pass,” participants could visit local farms, food producers, restaurants, and attractions, checking in at each stop to collect points, earn prizes, and unlock special discounts. This gamified approach not only encouraged residents and visitors to explore the region’s diverse food scene but also directly supported local businesses by driving traffic to their doors.

More than just a rewards program, the initiative served as a strategic tool to boost visibility for the agrifood sector, strengthen the local economy, and highlight the unique agricultural and culinary offerings of Southern Alberta. Approximately 40 businesses participated in the original version of this experience pass. I created marketing collateral for the launch campaign, including designs, photos and videos.

Familiarization Tours

I organized familiarization tours for frontline visitor services staff at Tourism Lethbridge and Cardston Tourism. The tours provided staff with first-hand experiences at local agritourism destinations such as Gentle Giant Acres, Waterton River Trail Rides, Remington Carriage Museum, and the Great Canadian Barn Dance (R.I.P). These tours equipped staff with personal insights and authentic stories they could share with visitors, helping to strengthen regional tourism promotion through deeper connections to the experiences offered.

I have been involved in many familiarization tours, hosting high-profile food personalities, including chef Christian Pritchard, to showcase Southern Alberta’s growing food and agritourism scene. I also supported the Brighter Together Food Journey, with illustrated maps and event video coverage.

Agricultural Event Promotion

Over the years, I have developed content to promote major events at the Lethbridge Trade & Convention Centre (formerly the Agri-food Hub & Trade Centre/Exhibition Park). Agricultural events at this venue have included Whoop-Up Days, Ag Expo, the Lethbridge Farmers’ Market, and the Lethbridge & District Pro Rodeo. Beyond the ag sector, I have also supported the promotion of large-scale events, such as Glow Lethbridge, the Food & Beverage Expo, the High Level Innovation Conference, and the Home, Garden & Leisure Show.

In addition to events at the Lethbridge Trade & Convention Centre, I have had the privilege of promoting other ag-related events, including the Warrior Relay Races at the Rocky Mountain Turf Club, PBR at the VisitLethbridge.com Arena, Mini Chuckwagon Finals at Remington Carriage Museum, and agricultural programming at Magrath Days, Cardston Heritage Days, and Raymond Heritage Days. At many rodeos, I’ve found myself close enough to the action to get a little dirt in my teeth.

Innovation Fund AgriTourism Product Development - Cardston Tourism

I collaborated with Community Futures Alberta Southwest, the Cardston & District Chamber of Commerce, the Cardston & District Historical Society, the Friends of the Remington Carriage Museum, and the East Cardston Hutterite Colony to develop and fund a series of experiential tours. These included historical townsite carriage rides, museum visits, and Hutterite farm tours. My role encompassed compiling letters of support, securing funding partners, preparing the grant application, hiring and training tour guides, managing the project budget, promoting the tours, and reporting on outcomes. The tours were well received, and the Hutterite farm experiences were the highlight of the summer season.