by Malcolm Jolley

Melissa Leithwood in Kensington Market

Melissa Leithwood is a doctoral candidate at the University of Western Ontario’s Richard Ivey School of Business, researching and analysing how markets are shaped by social media platforms like Twitter or Facebook. That’s straightforward enough. But, what makes Leithwood’s work interesting, at least to GFR, is her focus on the growing popularity of goat meat. Leithwood studied the supply systems at Jamie Kennedy’s restaurants to write her Master’s thesis, so developed an interest in the growth of the artisanal food economy. I met up with her for one The Patty King’s famous Jamaican-style goat patties in Kensington Market and to shoot the video below, in which Leithwood explains how seemingly disparate communities are assembling around a Twitter hash tag called #goaterie to develop culinary practices around this rediscovered food.

Can’t see the video? Click here.

A goat patty from The Patty King: delicious, sustainable and great value at $1.45

Malcolm Jolley is a founding editor of Good Food Revolution and Executive Director of Good Food Media, the non-profit organization that publishes GFR. Follow him at twitter.com/malcolmjolley. Photo: John Gundy. This video is made possible through the kind support of Fortessa Canada/Schott Zwiesel: casual elegance for everyday living.