Central Oregon Celebrates Local Food Culture with New Campaign

High Desert Food & Farm Alliance launches 'Where Flavor is Central to the Heart' to spotlight regional farmers, ranchers, and food businesses.

Apr. 16, 2026 at 6:06pm

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An abstract, out-of-focus photograph in warm, earthy tones depicting a blurred scene of farmers' market stalls, fresh produce, and people interacting, conveying the mood and community spirit of Central Oregon's local food system.The 'Where Flavor Is Central to the Heart' campaign will shine a light on the resilient food and farm community that shapes Central Oregon's unique culinary identity.Bend Today

The High Desert Food & Farm Alliance (HDFFA) is launching a new regional campaign called 'Where Flavor is Central to the Heart' to highlight the farmers, ranchers, chefs, and food businesses that shape Central Oregon's unique high-desert food culture. The campaign, funded by a grant from Travel Oregon, will feature storytelling, local partnerships, and community events to connect people more deeply with the region's food and agriculture.

Why it matters

Central Oregon is widely known for its outdoor recreation, but the region is also home to a vibrant community of farms, ranches, and food producers that are an equally important part of its culture and identity. This campaign aims to shine a spotlight on that thriving local food system and the resilient growers who innovate to overcome the region's challenging high-desert conditions.

The details

The official campaign launch event will take place on May 1, 2026 at Bend Brewing Company. The free, public event will celebrate the region's food and farm community and feature the release of the Central Oregon Local Food Guide. Throughout the year, the campaign will roll out with additional storytelling, partnerships with local restaurants and farms, and community programming.

  • The High Desert Food & Farm Alliance launched the 'Where Flavor is Central to the Heart' campaign in April 2026.
  • The official campaign launch event is scheduled for May 1, 2026 at 5pm in Bend, Oregon.

The players

High Desert Food & Farm Alliance (HDFFA)

A nonprofit organization that works to support a thriving and inclusive food system in Central Oregon by connecting farmers, consumers, and communities.

Kristin Points

The Executive Director of the High Desert Food & Farm Alliance.

Travel Oregon

The state's official tourism agency, which provided a grant to fund the marketing efforts for the 'Where Flavor is Central to the Heart' campaign.

Todd Davidson

The CEO of Travel Oregon.

Ann Pistacchi-Peck

The Associate Director of the High Desert Food & Farm Alliance.

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What they’re saying

“This campaign represents an exciting opportunity to shine a well-deserved spotlight on Central Oregon's food and farm community.”

— Kristin Points, Executive Director, High Desert Food & Farm Alliance

“We're proud to support the High Desert Food & Farm Alliance in their innovative efforts to introduce visitors to the culinary and resilient agritourism opportunities that make this region so unique.”

— Todd Davidson, CEO, Travel Oregon

“People know Central Oregon for great skiing, mountain biking, and breweries. But there's also a healthy and thriving food and farm network full of extraordinary people doing important work, often in tough conditions. This campaign is about celebrating those stories and inviting people to experience Central Oregon through its food.”

— Ann Pistacchi-Peck, Associate Director, High Desert Food & Farm Alliance

What’s next

The High Desert Food & Farm Alliance will host the official campaign launch event on May 1, 2026 at Bend Brewing Company, where they will release the Central Oregon Local Food Guide.

The takeaway

This campaign showcases the resilience and innovation of Central Oregon's food and farm community, highlighting the region's unique high-desert agriculture and inviting more people to experience the area's thriving local food culture.