A retail display contest and media campaign are lead-ins for British Columbia's second annual BC Veggie Day, a May 23 celebration of greenhouse-grown product that traditionally begins to arrive in Canada's westernmost province stores around that time.

According to Linda Delli Santi, BC Greenhouse Growers' Association executive director, point-of-sale materials have been distributed to retailers across BC to engage consumers in the buy-local campaign. The retail display contest runs May 16-22, and the media campaign, which includes radio and television and is receiving support from the British Columbia government's Buy Local Program, runs May 18-23.BC Veggie Day in 2014 drew a good crowd to festivities in downtown Vancouver. This year the event is being celebrated at multiple venues throughout the province, thanks to the participation by major retailers. (Photo courtesy of BC Greenhouse Growers' Association)

“Last year our inaugural event was for consumer awareness, and we had a gathering in downtown Vancouver. This year's BC Veggie Day has a retail focus, with incentives for a display contest,” she said.

Major retailers involved in the effort include Loblaws and Save-On-Foods, Delli Santi said.

In addition to the displays and multi-media coverage of the event, select greenhouse facilities in British Columbia will be holding open houses for consumer visits, and some retailers will have greenhouse growers on hand during the May 23 observance to meet with shoppers.

“Also, on May 14, there will be a provincial proclamation, and we will meet with government leaders,” Delli Santi said.

Some 42 greenhouse growers are members of the BC Greenhouse Growers' Association and produce more than 95 percent of the province's greenhouse vegetables. Farm gate sales for BC greenhouses is approximately $200 million, and the sector brings more than $600 million to BC's economy. The number of people employed in the greenhouse industry in British Columbia total more than 3,200.

More than five varieties of tomatoes are grown under glass in British Columbia, along with sweet Bell peppers, hot peppers, mini peppers, long English cucumbers, mini cucumbers and butter lettuce.

While most BC greenhouses are in production for 10 months out of the year, some produce year-round.

“Greenhouse vegetable growing is for B.C.’s future food supply,” the association's website at bcgreenhouse.ca says. “We can grow 10 to 20 times the amount of vegetables on the same area of field, feeding millions of people healthy, fresh vegetables virtually year-round.”