In an exclusive interview with Indigenous-SME Business Magazine, Rebecca Mackenzie, President and CEO of the Culinary Tourism Alliance, shares how the Taste of Place Summit is bringing food, culture, and tourism together to create deeper connections and stronger local economies. By focusing on authenticity, collaboration, and the stories behind every dish, Rebecca highlights how culinary experiences can become powerful drivers of community pride and sustainable growth across Canada.
Interview By SK Uddin
Rebecca Mackenzie is a globally recognized leader in culinary and agritourism, with more than 25 years of experience shaping vibrant, place-based destinations. As President & CEO of the Culinary Tourism Alliance, she has expanded a network of over 150 destinations, championing innovation, sustainability, and meaningful economic growth. A dynamic strategist, educator, and speaker, Rebecca is known for turning bold ideas into impactful action and building strong industry connections. Her work influences global best practices and inspires communities to tell their stories through food. Learn more about Rebecca and her work: https://www.linkedin.com/in/rebeccaleheup/
The Taste of Place Summit (TOPS) brings together leaders from food, tourism, and culture. How did you first get involved with TOPS, and what attracted you to the idea of “taste of place”? How have your early experiences shaped your view of food as a way to connect people, culture, and local economies?
In 2023, the Culinary Tourism Alliance partnered with George Brown College to develop the Taste of Place Summit, building on years of experience at the intersection of food, tourism, and economic development. It was grounded in a shared belief that food and drink are among the most powerful ways to experience and understand a place and that there was a need to bring these sectors together around that idea.
What draws me to “taste of place” is its focus on authenticity and connection. It’s not just about what’s on the plate, but the people, landscapes, and cultural traditions behind it – what we call a destination’s foodways. Through my work implementing Ontario’s Culinary Tourism Strategy, I saw how food can tell a region’s story in a direct and meaningful way, which helped shape the foundation of the Summit.
Working closely with farmers, chefs, tourism operators, and communities reinforced my view of food as a connector. It strengthens local economies while building bridges between people, whether through Indigenous foodways or shared meals across cultures. That intersection continues to inspire our work today.
Today’s travellers are looking for authentic food experiences that reflect local culture and stories. How do you define “value” for destinations and businesses involved in the Taste of Place Summit? What makes a culinary experience truly memorable and meaningful?
From the Culinary Tourism Alliance’s perspective, “value” goes beyond visitor numbers or short-term economic impact. It’s about the long-term benefits created when agriculture and tourism are meaningfully connected. Strengthening local supply chains, increasing demand for regional products, creating new revenue for businesses, and building community pride. The Taste of Place Summit helps destinations think strategically about this kind of value: sustainable, inclusive, and rooted in local identity.
For travellers, value is authenticity. Experiences that feel real and connected to place. That doesn’t happen by accident; it comes from collaboration between producers, chefs, and tourism operators working together to showcase what’s unique about their region.
A truly memorable culinary or agritourism experience goes beyond taste. It’s about the story behind the dish, the connection to the land, and the people who bring it to life. Whether it’s meeting a producer or learning the cultural significance of an ingredient, these layers create lasting emotional connections.
When an experience reflects its place honestly, it creates value on every level. It enhances the visitor experience, supports local economies, and strengthens a destination’s cultural identity.
The food and tourism industries have changed a lot in recent years. What key lessons have you learned from these changes? How have they influenced your approach to planning, partnerships, and the overall direction of the Summit?
The past few years have reinforced just how interconnected and resilient the agriculture and tourism sectors need to be. One of the biggest lessons has been the importance of local. Local supply chains, local talent, and local stories. When global systems were disrupted, destinations that had strong regional connections were better positioned to adapt. That has deepened our commitment to supporting place-based development and ensuring that culinary and agritourism is rooted in what’s genuinely local.
Another key lesson is the value of collaboration. The challenges facing these industries whether economic, environmental, or social, are too complex for any one organization to address alone. We’ve seen the strongest outcomes come from partnerships that bring together producers, chefs, destination organizations, educators, and communities. That collaborative mindset is central to how we design the Summit.
These shifts have influenced our approach by making the Summit more intentional and impact-driven. We’re focused on practical outcomes, knowledge sharing, and building relationships that extend beyond the event itself. There’s also a stronger emphasis on sustainability, inclusivity, and resilience. Ensuring that growth in culinary and agritourism benefits communities in meaningful and lasting ways.
Ultimately, the direction of the Summit reflects a more thoughtful, connected approach to developing culinary and agritourism – one that prioritizes people, place, and long-term value.
The success of TOPS depends on strong collaboration between many partners. What helps you build and maintain these relationships in a meaningful way? How do you keep partners engaged and aligned with the Summit’s goals over time?
Strong collaboration starts with a shared purpose. For the Taste of Place Summit, that means being clear about our vision: supporting destinations through authentic, place-based culinary and agritourism. Ensuring partners see how their goals connect to that bigger picture.
What helps build and maintain those relationships is consistency and trust. We engage partners early, involve them in shaping the program, and create space for their expertise to be reflected. It’s not a one-time transaction, it’s an ongoing dialogue. Transparency is also key, particularly around expectations, outcomes, and how success is measured.
To keep partners engaged over time, we focus on delivering real value. That might be meaningful connections, new business opportunities, or insights they can apply in their own work. We also prioritize strong communication before, during, and after the Summit so momentum continues beyond the event itself.
Equally important is recognizing that collaboration needs to be mutually beneficial. When partners feel heard, see their impact, and understand how their contributions advance the broader goals, alignment happens more naturally.
Ultimately, it’s about building a community, not just an event. One where partners are invested in the long-term success of the Summit and the growth of culinary and agritourism as a whole.
Looking ahead, what is your vision for the future of the Taste of Place Summit and its impact on culinary tourism in Canada? What advice would you give to entrepreneurs who want to create food and tourism experiences rooted in local culture? What is one simple step they can take this year to get started?
Looking ahead, our vision for the Taste of Place Summit is to continue growing it as a national platform that connects leaders across regions and sectors, while driving real impact at the community level. We see it as a catalyst for strengthening Canada’s position as a global leader in culinary and agritourism. One that celebrates diverse foodways, supports local economies, and advances sustainable, place-based development.
For entrepreneurs, the opportunity lies in leaning into what makes their place unique. The most compelling experiences aren’t imported – they’re rooted in local culture, ingredients, and stories. That means building relationships with local producers, understanding the history and traditions of the region, and thinking about how to translate that into an experience that visitors can connect with in a meaningful way.
My advice is to start small, but be intentional. You don’t need to create something elaborate to begin. Its authenticity is what matters most.
One simple step entrepreneurs can take this year is to collaborate. Partner with a local farmer, artisan, or storyteller to create a small, testable experience. Whether it’s a tasting, a tour, or a workshop. That kind of collaboration not only strengthens local networks, but also creates richer, more memorable experiences for visitors.
https://www.tasteofplace.ca/event/tops/home
Disclaimer:
Indigenous-SME Business Magazine is committed to providing insightful interviews that highlight the successes and challenges faced by small and medium-sized businesses. The views expressed in this interview are those of the guest and may not reflect the opinions of the magazine or its affiliates.
