Case Study

Solidary Kitchens – Next Generation Edition

Since 2003, one of La Tablée des Chefs’ flagship projects has been Solidary Kitchens – Next Generation Edition, which engages culinary teachers and students across Quebec to prepare large batches of meals for food aid organizations using recovered food. This activity raises awareness among future culinary professionals about issues of food insecurity and food waste in the kitchen.

Following rigorous research, including an analysis of the 10 largest Quebec media outlets, media presence assessment, and a SWOT analysis to better understand the context, TACT proposed concrete strategies to increase project visibility, secure additional government funding, and gain renewed support from participating schools and key partners.

Challenges

Several challenges were identified:

The “Feed” program of La Tablée and its expertise in food recovery and redistribution are less known to elected officials and citizens than the “Educate” projects. This program is also less recognized by the media.
La Tablée’s funding sources are not sufficiently diversified.
There is media saturation on topics related to food aid.
The media crisis is evident, with staffing reductions at several regional stations.
Numerous nonprofits are requesting funding from the public and government.

Objectives

Increase awareness of the organization’s “Feed” program among elected officials and citizens.
Fill the $1million funding gap to continue La Tablée’s activities for the coming year.
Secure the renewed participation of at least 75% of the schools enrolled in 2023 for the 2024 edition.
Strengthen the credibility of La Tablée’s messaging and the Solidary Kitchens – Next Generation Edition.

Strategic Directives

To achieve the main objectives, a public relations strategy featuring a media blitz was developed

Mobilize and prepare schools

Each culinary school was engaged to roll out a comprehensive regional strategy.

Position as a major player

To secure the necessary funding, it was essential to position the organization as a major player in food recovery and redistribution with municipal and provincial officials.

Develop smooth communications with key influential figures

Establishing clear communication channels with the offices of the Minister of Agriculture, Fisheries, and Food, and the Minister Responsible for Social Solidarity and Community Action was critical.

Results

185

media mentions

82,8 %

of reach increase

86 %

of the schools renewed their partnership

The goal of increasing awareness of La Tablée’s “Feed” program was achieved, with 185 media mentions across the 13 administrative regions where an initiative took place, reaching a total audience of 7,244,622. This represents an 82.8% increase in reach compared to the 2022 edition.

The Government of Quebec granted the $1 million needed for La Tablée’s mission to maintain continuity. Additionally, La Tablée was selected to join the Steering Committee for the Universal School Feeding Program in Quebec (PASUQ in French), solidifying its role as a leader in the food insecurity ecosystem.

For the 2024 edition of Solidary Kitchens – Next Generation Edition, 86% of the schools from the 2023 edition renewed their partnership.

Finally, the goal of enhancing La Tablée’s credibility was met. Five beneficiary organizations attended meetings with students and the media to highlight and affirm the importance of this initiative.

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Case Study

Solidary Kitchens – Next Generation Edition

Challenges

Objectives

Strategic Directives

To achieve the main objectives, a public relations strategy featuring a media blitz was developed

Mobilize and prepare schools

Position as a major player

Develop smooth communications with key influential figures

Results

185

82,8 %

86 %

Inspiring projects

Discover all our case studies!

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