An Ethnographic Study of Edmonton Food Trucks

Selina Ertman

doi:10.29173/spectrum75

Abstract

This article develops an anthropological understanding of the intersection between food and culture in Edmonton’s food truck industry. More specifically, I explore how Edmonton food trucks are able to connect local and global cuisines and cultures through the menu items they offer and images they present to customers, which are predominantly influenced by local, ethnic, authentic and fusion creations. I gained data for this study by employing an ethnographic methodology and relational approach, which involved conducting semi-structured interviews with Edmonton food truck vendors and customers, and engaging in participant observation from May through August of 2019. The following food trucks serve as case studies in my research: Explore India, Dosi Rock, Dedo’s Food Truck and Catering, Meat Street Pies and The Dog. My findings reveal how advertising themes common to Edmonton food trucks, which include notions of authenticity, traditionalism and high quality ingredients, contribute to the construction of a cultural “Other” for customer consumption. In addition, my findings reveal how Edmonton food truck vendors are inspired to develop menus and dishes rooted in and inspirited by their cultural heritages, transnational identities, world travels and movement across ethnoscapes. In conclusion, I argue that the globally inspired ethnocultural cuisines offered by Edmonton food truck vendors are “localized” in a variety of meaningful ways. This study contributes to an underrepresented literature on street food vending in Edmonton by analyzing how food truck move through, occupy, and create urban spaces in meaningful ways.

Highlights

Introduction and MethodologyEvery summer, dozens of food trucks can be found scattered throughout Edmonton at community events, festivals, farmers’ markets, parks, campuses, and street corners
Dozens of food trucks can be found scattered throughout Edmonton at community events, festivals, farmers’ markets, parks, campuses, and street corners
Food trucks are becoming an increasingly popular choice among Edmontonians searching for a unique, urban food experience

Summary

Introduction and Methodology

Dozens of food trucks can be found scattered throughout Edmonton at community events, festivals, farmers’ markets, parks, campuses, and street corners. The popularity of Edmonton food truck vendors who promote ethnocultural cuisines may be partly attributed to their use of specific advertising images, slogans, symbols, and music that appeal to customers’ desires for a taste of the authentic and traditional. The owner of Dosi Rock, Emmanuel, adapts traditional Korean dishes and flavors to suit Edmontonian tastes through a process of culinary localization that he is continuously developing and engaging with He stated the following in our interview: “Koreans like less salty food, but here in Edmonton I have to localize tastes...have to change to more salty than sweet...and keep modifying dishes.”. Vendors are able to offer unique dishes with various complex flavours that appeal to a wide customer base

Buying Local as a Form of Culinary Localization

Situating Edmonton Food Trucks within Ethnoscapes

Final Takeaways from Vendors and Conclusion

Works Cited