Starting a successful restaurant, food truck or food-related business is not an easy task, especially in a smaller market such as the qathet region. But, restaurateur Victor Jasso believes the northern Sunshine Coast, from south of Powell River to Lund, should be celebrated for its unique foodie culture a little more enthusiastically.
Jasso has created a YouTube channel called Talk About Food and Business, with the aim to celebrate the plethora of food options in qathet. He hopes it will also connect local chefs and restaurant owners in order to gain a better understanding of the ups and downs of being a food operator here, as well as provide tips for patrons of the food arts.
Jasso has been in the food business for a while now, working on projects with the owner of Dragon House, then buying the business, splitting it in half and eventually creating Blue Agave Tequila Grill two years ago. The Jalisco-style Mexican restaurant specializes in quesabirria, a dish comprised of stew-style cooked beef, folded into a tortilla, with melted cheese.
"I'm trying to project a little bit of our culture, art and food representing that area of Mexico," said Jasso. "We've been collaborating with the qathet Art Centre doing painting nights and bringing in exhibitions."
Collaboration is the magic word for Jasso. He believes there is a good spirit between business people in the region, as opposed to a cut-throat competitive atmosphere found in some places.
"We're very spoiled in this little community," said Jasso. "We have so many good [food] choices, and I was very impressed when I came to Power River. "
Although he was excited to see there were many food options as well as many small business entrepreneurs here, he was a little disappointed not to see more collaboration between establishments.
"It seems like we need to celebrate [small business/food] more," said Jasso. We have to celebrate it, we have to embrace it, we have to be proud of it, and we have to support it."
One intriguing YouTube video of Jasso's is called: Shop Local, Support Local, Eat Local, an interview with local chef Avi Sternberg. The two discuss how a bad review on social media can have a detrimental impact on a business, especially in a smaller community. What they suggest is to directly tell the establishment what the problem might be.
"Myself and my [culinary] students welcome direct feedback from customers," said Sternberg, in the video. "It's actually our mistakes that are our biggest lessons."
Sternberg admits that some people may not feel confident enough to approach a chef or restaurant owner with a problem, but, he said, in most cases businesses welcome it.
"In a small town, word of mouth has a huge impact on success," said Jasso. "Costs are going up, but we all [restaurant owners] want to provide patrons with a unique and delicious dine-in experience."
Jasso also wants to see more support from Powell River Chamber of Commerce to better promote and support small business initiatives around town.
"We have the hot chocolate festival right now [until the end of February] at River City [Coffee Roasters, Bakery and Eatery], we had the Jingle Hop Shop in December, and so many other collaborations going on to support locals," said Jasso. "But, I don't necessarily feel like we have the support we need."
Jasso believes the region could attract tourists all year-long, not just in the summer months.
"I'm looking forward to the food festival in February," he added.
The pilot event hosted by Sunshine Coast Tourism (SCT), called Sunshine Coast Flavour Festival, begins February 28 and runs until March 9. According to the SCT website: The event is designed to spotlight the Sunshine Coast’s diverse and exceptional culinary scene, from Langdale to Lund.
Join the Peak’s email list for the top headlines right in your inbox Monday to Friday.
