4. Logic model and vitality indicators
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This section presents an overview of the expectations and priorities established by the task force, which built and validated a comprehensive logic model for the Projet du terroir. It sets out the following:
- the logic model;
- indicators for the targeted results;
- data sources to be used to evaluate these results.
A logic model is an illustration of the sequence of expected results and efforts made to create or maintain vitality in a given field or sector of a community.
4.1 Fields of activity
4.1.1 Intercultural cooperation
According to the rural Francophone communities in the region being studied, greater community vitality is achieved through connections with the Métis, Aboriginal and Anglophone communities. The Projet du terroir is a means of fostering dialogue and strengthening ties between these communities. This is why Francophone communities are interested in implementing mechanisms such as committees and multicultural discussion groups, as well as an intercultural forum.
4.1.2. Research and planning
The Projet du terroir is a comprehensive development initiative that brings together stakeholders from the community, the government and the private sector. To ensure that the project has a solid foundation and to boost the capacity of community leaders, the region’s Francophone community wishes to pursue research and planning activities. Some of these activities have already begun, including exploratory visits and a symposium on the concept of terroir. It should be added that the community is placing a lot of faith in the impending community leaders committee to ensure that the project is put in place. This committee will be tasked with guiding the project as a whole, and will serve as the primary resource for collaborative efforts and partnerships.
4.1.3. Gatherings and celebrations
For the community, gatherings and celebrations are concrete ways of developing identity and a sense of belonging, in addition to promoting greater community bonding. The community hopes to take advantage of existing events to promote terroir products and, at the same time, help the population to become more aware of its consumption habits. The community is also hoping to introduce new events, such as a food-tasting festival, to celebrate the region’s gastronomic creations and the professions linked to the agri-food chain.
4.1.4. Internal marketing and persuasion
The Projet du terroir offers many stakeholders a new way of thinking and acting. It aims to promote greater appreciation of professions that are linked to the agrifood chain. It also seeks to establish a greater sense of collaboration and interdependance between stakeholders, particularly producers and processors of food products. For instance, this interdependance could mean increased collaboration between a wheat producer and a baker or between a grain producer and a poultry producer. However, this change in attitude and behaviour cannot be achieved without a joint effort that targets awareness, training and skills development in areas such as marketing of heritage-related products.
4.1.5. External marketing and persuasion
The community believes that it is important to promote its historic attractions, along with its products, services and quality of life, to the outside world. To do this, the community wants to show itself in the best possible light. It plans to use many different tools, including an external marketing plan, a distinctive trademark, an interpretive centre, tours and a Web site. The community also plans to focus on initiatives such as programs based on the community-supported agriculture model, and to have the area designated as a reserve under UNESCO’s Man and Biosphere Program. This designation would help to support the introduction of new sustainable development practices.
In the medium term, all of these activities will help to create a greater sense of community among the different cultural groups; further mobilize Projet du terroir stakeholders; increase cohesiveness among the various Francophone communities; produce a terroir and local know-how that are more highly appreciated by consumers; increase entrepreneurial spirit and collaboration between farmers and processors (existing and new); and boost regional tourism and the number of new families that settle in the region.
In the long term, if all of these results are achieved, the community will experience greater vitality.
Logic model: Projet du terroir
| Expected Results | Indicators | Data Source |
|---|---|---|
| 1. Desire and interest of the different cultural groups in the region to better understand one another and work together | a) Cultural diversity of those participating in various activities | a) Counts; record of activities |
| b) Number of jointly organized activities | b) Record of activities | |
| c) Citizens’ views of their desire and interest in working together | c) Survey | |
| 2. Increased capacity of leaders for terroir development | a) Leaders’ views of their own capacity with respect to terroir | a) Interviews |
| b) Number of partnerships with other regions (e.g. Charlevoix, France) | b) Counts | |
| 3. Desire and interest of Francophone communities to better understand one another and work together | a) Degree of sense of belonging to the region | a) Survey |
| b) Participation in festivals and regional events | b) Record of festivals and events | |
| 4. Citizens’ awareness of their consumption patterns | a) Percentage of the population that feels it is important to buy local products | a) Consumer survey |
| 5. Appreciation by citizens (including youth) of professions linked to the agri-food chain | a) Perception held by the region’s citizens of professions related to the agri-food chain | a) Survey |
| b) Percentage of Francophone youth who would consider a career in a profession linked to the agri-food chain | b) Data from guidance counsellors at Fransaskois schools | |
| c) Number of young people registered in programs related to the agri-food sector | c) Records from training institutions | |
| 6. Increased capacity of producers and processors to collaborate and bring local products to market | a) Percentage of producers and processors who claim to have the necessary skills | a) Survey |
| b) Number of participants registered in training and support programs | b) Registration records | |
| 7. Public awareness of the region’s heritage attractions, products, services and quality of life | a) Number of media reports pertaining to the region | a) Media logs |
| b) Number of visits to Web sites pertaining to the region (e.g. terroir, Parks Canada) | b) Statistics from Webmasters | |
| c) Degree of knowledge of Saskatchewan’s overall population about heritage attractions and quality of life in the region | c) Survey | |
| 8. Greater sense of community among the different cultural groups | a) Number of collaborations and partnerships | a) Counts |
| b) Participants’ degree of satisfaction and comfort with joint activities | b) Counts and interviews | |
| c) Degree to which stakeholders and the regional population adopt the project | c) Interviews and survey | |
| 9. Increased mobilization of Projet du terroir stakeholders | a) Number of committees created and operating | a) Counts |
| b) Number of people present at public meetings on the Projet du terroir | b) Record of public meetings | |
| c) Number of projects initiated within the framework of the Projet du terroir | c) Counts | |
| 10. Greater sense of community among the various Francophone communities | a) Number of projects shared between stakeholders in different Francophone communities | a) Counts |
| b) Volunteers’ degree of involvement and diversity of Francophone volunteers | b) Community organizations’ records | |
| c) Degree of trust shown by citizens towards members of other communities | c) Regional survey | |
| 11. Consumer appreciation of terroir products and local know-how | a) Demand for terroir products | a) Surveys for businesses |
| b) Degree of customer loyalty | b) Ibid. | |
| c) Local consumers’ view of terroir products | c) Consumer survey | |
| 12. Increased entrepreneurial spirit and collaboration among farmers, producers and processors (existing and new) | a) Number of individuals who develop and market terroir products | a) Counts |
| b) Number of business partnerships between farmers and producers in the region | b) Survey for businesses | |
| c) Number of economuseums and agritourism activities | c) Counts | |
| 13. Boost in regional tourism | a) Number of tourists | a) Statistics from government and from tourism office |
| b) Revenue linked to tourism | b) Government statistics | |
| c) Amount of hospitality services (e.g. accommodations, restaurants) | c) Counts | |
| 14. Increase in the number of new families settling in the region | a) Number of new Francophone families settling in the region | a) Counts; government statistics |
| b) Number of new homes being built | b) Ibid. | |
| c) Number of children enrolled in French school | c) School records | |
| 15. Greater community vitality | a) Municipalities’ openness to diversity and bilingualism | a) Municipalities’ policies |
| b) Number of bilingual signs and materials | b) Counts | |
| c) Views of citizens in the region of their identity, sense of belonging and pride | c) Citizen survey | |
| d) Net migration of the Francophone population | d) Government statistics | |
| e) Percentage of newcomers who speak French | e) Ibid. |
