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									                            CITY OF BAINBRIDGE ISLAND
                     2010 LODGING/TOURISM FUND APPLICATION
                              PROPOSAL COVER SHEET
Project Name: Locavore Adventures: Bainbridge Island (working title)

Name of Organization: Chelsea Green

Organization’s IRS Designation and Tax ID Number: ___________________________________

Primary Contact: Chelsea Green

Mailing Address: 1201 Wing Point Way NE Bainbridge Island, WA 98110

Day phone: 206.965.9302 Cell phone: 206.915.1200


      Under the definition of “tourism promotion”, which of the following does your proposal
      include? Please mark all that would apply and how much is requested in each

     √   Funding Category                                                           Dollar Amount
         Advertising, publicizing or otherwise distributing information for the
         purpose of attracting and welcoming tourists

         Developing strategies to expand tourism

         Operating tourism promotion agencies

         Marketing and operations of special festivals or events

         Acquisition, operation or improvement of a tourism-related facility

    If the proposal requests funds for acquisition, operation or improvement of a tourism-
    related facility, please indicate the legal owner of that facility: __________________________

    Is the applicant partnering with other organizations in this proposal?
        No         Yes – please identify the partner(s) and briefly describe their involvement:
    Sound Food ( and Sustainable Bainbridge
    ( See question 4E for more info.

    Has the applicant received funding from the Civic Improvement Fund within the last five
    years?     No      Yes    If yes, note the year and project name:
                           LODGING /TOURISM FUND
                           APPLICATION CHECKLIST

Please provide the following information in the order listed. Incomplete applications
may not be reviewed for funding.

     Completed Cover Sheet

                                 Applicant Information

Please respond to each of these questions in the space and format provided. If the
proposal includes multiple partners please include the requested information for each.

     1. Describe the applicant organization’s mission, history and areas of expertise.
        Describe the applicant’s experience in tourism promotion on Bainbridge Island
        and its demonstrated ability to complete the proposed project.

Chelsea Green is an artist, designer, educator and food enthusiast who has lived on
Bainbridge Island for a total of seven years. She is a partner at Grain, a design studio
and consultancy also based on Bainbridge.

Though Chelsea has no direct experience in local tourism promotion, she is an
accomplished design professional with much respect and enthusiasm for her
hometown. Her diverse body of work and experience include design and
implementation of educational programs for the Seattle Art Museum, project
management for luxury architecture firm D’Aquino Monaco, creative direction of meal-
sharing blog (soon to be self-published book) 12 months. 12 friends. 1 meal., and in-
house eco product design and development for her own firm, Grain

In early 2009, Grain’s Ferry Terminal Walkway proposal was selected as the alternate by
the Bainbridge Island Art and Humanities Council (BIAHC). BIAHC also recently
identified Grain as one of the seven artists/artists teams to be considered for future
funding for public art projects within the 2010 Winslow Way Street Improvements Project.

Chelsea has a Masters of Industrial Design from The Rhode Island School of Design and
a Bachelor of Fine Arts from Pratt Institute in New York. She is also a graduate, with
honors, of Bainbridge Island High School.

     2. If any projects previously funded through the Civic Improvement Fund were not
        completed and/or if reports were not submitted to the City as requested, please

                                     Project Information

Provide a description of the proposed project, addressing each of the stated criteria in
the order below:

    3. Identify the project’s main objectives and how they will be achieved. Be as
       specific as possible about proposed services, quantities, tourism market,
       distribution method and costs – or about the facility capital and operating costs
       to be funded.

Locavore Adventures: Bainbridge Island (working title) is a concept for a mapping
system and guide that identifies and celebrates local food experiences for visitors to
Bainbridge Island. Its final deliverable will be a full-color printed map (18” x 24” when
unfolded, doubled sided) available at Island locations such as City Hall, Bainbridge
Island Chamber of Commerce (main office & ferry terminal visitor information kiosk),
Bainbridge Island Farmers Market, and various restaurants and wineries. A
downloadable map will also be available online from the City of Bainbridge Island,
Bainbridge Island Chamber of Commerce and Sound Food.

Though several Island maps exist in both printed and downloadable formats, none of
these maps identify and celebrate a very unique and historically relevant aspect of our
local community: food.

Bainbridge Island is a community with a rich and delicious edible past, from the
Suquamish tribes, who called the Island home for ten thousand years because of its rich
climate and terrain – ideal for gathering plants, fruits and shellfish as well as for hunting
and fishing, to the Japanese and Filipino immigrants who came to the Island in the late
19th Century and created businesses for themselves as farmers and fishermen.1 Today
the population continues to sustain itself with over 20 farms and 6 wineries producing
geographically unique foods and wine.

Food has the ability to bring people together, and connect them to time and place like
nothing else. In our complex and ever-shifting contemporary world, people are
searching for authentic experiences within their individual lives – this is especially true of
travelers and tourists. The goal of Locavore Adventures: Bainbridge Island is to draw
visitors to the island to take part in our exceptional year-round food experiences. Within
the map, these experiences will be divided into the following four categories: grown,
made, served and found.

       Grown: Food and wine products grown on the land and/or in the surrounding
       waters of Bainbridge Island. This includes all local farms and vineyards such as
       Bainbridge Vineyards, Chateau Poulet, Rolling Bay Farm, Perennial Vintners and
       Harmony Acres.

1“History.” Our Green Isle. Bainbridge Island Chamber of Commerce. 13 Sept 2009
       Made: Food and wine products made on Bainbridge Island with or without the
       use of locally grown food products. This list includes artisan food makers such as
       Mora Ice Cream Company, Hidden Cove Distillery, Eleven Winery, Port Madison
       Farm and Black Bird Bakery.

       Served: Café’s, restaurants and bars that serve locally made or grown food
       products, wine and meals. This will include restaurants such as Harbour Public
       House & Marina, which serves greens from Butler Green Farms, The Four Swallows,
       which uses produce from both Persephone Farm and Farmhouse Organics and
       Shima Sushi, whose chef sources tuna from Island fisherman, Paul Svornich.2

       Found: Food products found growing wild on Bainbridge Island. This will include
       suggestions for year-round spots to find and collect wild foods such as
       blackberries (summer), squid (spring/winter), mushrooms (spring/fall), nettles
       (spring) and shellfish (year round).

Locavore Adventures will stimulate the tourism market on Bainbridge by promoting the
growing niche market of gastronomic, or food and wine focused tourism.

In the seminal book Niche Tourism, C. Michael Hall and Richard Mitchell write,
“…increasingly, wine and food has become a focal point for travel decision-making
and the hallmark attraction of a number of destinations around the world.”3 In the
chapter titled “Gastronomic tourism,” food tourism is defined as “visitation to primary
and secondary food producers, food festivals, restaurants and specific locations which
food tasting and/or experiencing are the primary motivating factor for travel.”4 Wine
tasting is considered a subset of food tourism.

To be clear, food tourism is not just any trip to a restaurant; it is when the primary factor
influencing travel decision-making is the desire to experience a particular type of food.
Not geared solely towards expensive or exclusive gourmet experiences, gastronomic or

2 Maron, Sallie. “Restaurants add local food to the menu”. Eating. 2009. Sound Food. 30 August
2009. <
3 Hall, C. Michael and Mitchell, Richard. “Gastronomic tourism: Comparing food and wine

tourism experiences”. Niche Tourism: Contemporary issues, trends and cases. 2005. Google
Books. 13 Sept 2009.
4 Hall, C. Michael and Mitchell, Richard. “Gastronomic tourism: Comparing food and wine

tourism experiences”. Niche Tourism: Contemporary issues, trends and cases. 2005. Google
Books. 13 Sept 2009.
food tourism captures wider interests in food and wine that reflect broader dimensions,
such as the landscapes and cultures that produce them.5

This food tourism market is well supported in the greater Seattle area, as evidenced by
the large number of food-specific tourism businesses, a good example being Savor
Seattle Food Tours which was rated the #1 Attraction in Seattle by Trip Adviser and has
been written about in Bon Appetit, USA Today, and Frommer’s Travel Guide.6 Savor
Seattle Food Tours receives 70% of its business from tourists.7 Many other food tours exist
in Seattle, such as the popular Theo’s Chocolate Tour, and in other cities across the
nation such as Chicago’s Food Planet and New York’s Foods of NY.

Additionally, local food fairs such as Bite of Seattle bring out almost 500,000 people
annually to enjoy food and culinary events such as cooking demonstrations and

In 2008, Seattle was voted the #1 city in the nation for Farmer’s Markets and Specialty
Food Markets as well as the #1 city in the nation for Café’s and Coffee Bars by Travel +
Leisure magazine.9

Alex Corcoran, the publisher of Edible Seattle, a magazine dedicated solely to
“celebrating the seasonal bounty of Puget Sound” estimates a readership of 19,000
people per issue for each of the six issues he publishes every year.10

So what makes the Northwest such a foodie hotspot? According to, the states’ official tourism promotion website, it is result of
Washington’s ability to lead the culinary revolution of recent decades with “the
reemergence of the independent vintner; the rebirth of coffee that actually tastes like
coffee; and the microbrew renaissance that put the flavor back in beer.” Washington
has also been at the forefront of the organic farming movement, “proving that good
taste and good health don’t have to be mutually exclusive.” 11 The Wine & Cuisine

5 Hall, C. Michael and Mitchell, Richard. “Gastronomic tourism: Comparing food and wine
tourism experiences”. Niche Tourism: Contemporary issues, trends and cases. 2005. Google
Books. 13 Sept 2009.
6 Shen, Angela. “Eat your way through Seattle!” Savor Seattle Food Tours. Sept 14 2009. <>
7 Shen, Angela. In email correspondence. Seattle, Sept 21 2009.
8 Festivals Inc. “Home.” Bite of Seattle. Sept 14 2009.

9 “America’s Favorite Cities 2008.” Travel + Leisure. Sept 13 2009.

10 Corcoran, Alex. In email correspondence. Seattle, Sept 17, 2009.
11 Washinton State Tourism. “Savor Washington Wine & Cuisine.” Wine & Cuisine. 2009. September 12 2009. <
section of even offers an annual downloadable Wine & Cuisine

In conversation with Becky Gabel, Marketing Manager of the Tourism Office of the
Washington State Department of Commerce (of which Washington State Tourism is a
division) it became apparent that food and wine tourism is an area of major interest to
Washington. According to Gabel, Washington State Tourism is “in the process of
initiating a culinary tourism marketing program because of the importance of this niche
market.”12 The campaign is expected to begin in 2011.

Nationally, food and wine related travel involves millions spending billions of dollars
annually. According to the 2006 Profile of Culinary Travelers, 17% of American leisure
travelers have engaged in some type of culinary or wine-related activity while traveling
within the past three years. This equates to just over 27 million travelers!13

The Profile of Culinary Travelers also found that American culinary travelers:

         Are upscale in terms of their education and income;
         Are active travelers who participate in a wide variety of other trip activities
          ranging from shopping, to cultural activities, to outdoor/nature-based
         Choose their travel destination to experience local culture and cuisine;
         Spend more money per trip, especially for food and wine (approximately 36%
          of their travel budget, which equals an average of $425 per trip on food-
          related activities);14
         Are active information seekers, relying heavily on word-of-mouth
          recommendations but also reading food and wine magazines and other
          publications (both print and online); 15
         Participate in food-related activities on trips that are almost always (73% of
          the time) three days or longer with three or more overnight stays.16

The future of American food and wine related travel looks bright too. Overall, almost
three-fifths of American leisure travelers report they are at least somewhat interested in
taking a trip to engage in culinary activities within the next year.17

Locavore Adventures was envisioned to help attract some of these food and wine
tourists to Bainbridge by disseminating local food related information by means of a

12 Gabel, Betsy. In conversation. Seattle, Sept 28 2009.
13 Travel Industry Association. “Executive Summary: The Market”. Profile of Culinary Travelers, 2006
Edition. 2006.
14 Travel Industry Association. “Expenditures of Most Recent Food Trip”. Profile of Culinary

Travelers, 2006 Edition. 2006.
15 Travel Industry Association. “Implications”. Profile of Culinary Travelers, 2006 Edition. 2006.
16 Travel Industry Association. “Lodging on Most Recent Food Trip”. Profile of Culinary Travelers,

2006 Edition. 2006.
17 Travel Industry Association. “Interest IN Future Culinary Travel”. Profile of Culinary Travelers, 2006

Edition. 2006.
simple, well-designed, mapping system and guide. The goal is to increase overall
tourism and overnight stays, while promoting local food and wine related businesses
and better introducing a niche travel market to the edible bounties of Bainbridge

The existing Island food scene - from farms, to wineries, to restaurants, to artisan food
producers, to wild edibles - is significant, as evidenced by the existence of and traffic to
the Sound Food website, the increasing growth of the Bainbridge Island Farmers Market,
the recently created Wineries Of Bainbridge Island website and map, and annual food-
related events such as the Strawberry Festival, Island Grown Dinner, Blackberry Run and
Blackberry Jam and Matsura Festival, Harvest Fair, Taste of Lynwood and the up-coming
Taste of Bainbridge. The Island food and wine infrastructure already in place is diverse,
robust and of a very high quality. It is a year round attraction that promotes healthy and
sustainable living, is historically and culturally relevant and is majorly supportive of local
business. The only current obstacle to drawing gastronomic tourists to Bainbridge is the
lack of a well-promoted, easily accessible, mapping system and guide, such as what
has been defined for Locavore Adventures: Bainbridge Island.

   4. Based on the stated selection criteria describe specific measurable outcomes
      anticipated from this project:
        A. Expected impact in increased tourism -- including actual or estimated
            number of tourists at your event/facility last year and estimates for 2010

The first printing of the Locavore Adventures will be 1,500 copies. It is expected that
these will be quickly collected from the several distribution sites (listed above). It is
expected that at least five times as many interested parties will find the websites where
Locavore Adventures can be read about and downloaded. This would bring the total
estimated users to 9,000 people. Of this, we believe it is within reason to assume that at
least twenty-five percent, or 2,250 visits will be made, both day and overnight, inspired
by the food and wine related activities highlighted in Locavore Adventures in 2010. This
number could be easily increased with a larger printing and distribution of the map.

If the map is successful, it is also within reason to imagine locating additional funds (to
cover updated editions and future print runs) through partial sponsorship by individual
businesses or organizations that benefit from the map’s content.

In order to receive high levels of traffic to the websites where Locavore Adventures can
be downloaded, a substantial effort will be made to publicize the map and guide. This
will be done through writing a formal press release which will be distributed to several
local, regional and national magazines, newspapers and blogs that serve food and
wine demographics. Such publications will include, but are not limited to: Edible Seattle,
Seattle Magazine, Seattle Metropolitan Magazine, Worldchanging Seattle, The Seattle
Times, The Kitsap Sun, Treehugger, Sunset, Bon Appetit, NWSource, Seattle Weekly, Ideal
Bite Seattle, Daily Candy Seattle and The Stranger. These publications and blogs have a
readership of multi-millions. Having Locavore Adventures mentioned on even one site,
such as Treehugger, would get it and Bainbridge in front of the over 2.6 million unique
visitors that the website receives each month.18

As found and noted by the Travel Industry Association, culinary travelers are especially
active information seekers when it comes to planning their adventures. The majority use
a mixture of word-of-mouth recommendations, web searches and travel periodicals or
other publications.19 We will leverage this diversity of media to help get the word out on
Locavore Adventures and Bainbridge Island food experiences.

          B. Expected impact in increased overnight stays -- including actual or
             estimated numbers of tourists who will stay overnight in Bainbridge lodging
             establishments in 2010 as a result of proposed activities. (Indicate basis for

The 2006 Profile of Culinary Travelers found that 73% of culinary travelers stayed at least
three overnights when on food-related activities or trips in America. 26% of these
travelers stayed 7+ days, 6+ overnights. Of all these overnight stays, 79% were in hotels,
motels, resorts, bed and breakfasts or vacation rentals.20

If all these estimates are accurate and we are able to attract the 2,250 visitors that we
think are within reason for the first printing of 1,500 maps, the result will be an estimated
1,664 overnight stays of at least 3 nights.

         C. Expected impact on enhancing tourist facilities or infrastructure

Locaovore Adventures would be a new tool for promoting the already existing food
and wine tourism facilities and infrastructure on Bainbridge.

          D. Projected economic impact on Bainbridge Island businesses, facilities,
             events and amenities. (Helpful data may be found on the Washington
             State Department of Commerce website at

According to the US Department of Labor statistics from 2007, agriculture/food was the
third largest Gross Domestic Product in Washington state (larger only by aerospace and
software) followed closely by travel.21

In 2008, the total direct travel spending in Washington was $15.7 billion – a 5.7 percent
increase over 2007. This multi-billion dollar industry is a vital part of the state and local
economies. Of this visitor spending, it is estimated that an average of $3,181 million was

18 Discovery. “What is TreeHugger”. About us. 2009. Treehugger. 17 Sept 2009.
19 Travel Industry Association. “Publications Typically Read”. Profile of Culinary Travelers, 2006

Edition. 2006.
20 Travel Industry Association. “Executive Summary: The Market”. Profile of Culinary Travelers, 2006

Edition. 2006.
21 Wilkerson, Juli. “National Travel Trends, Average Visitor Spending, Gross State Product”.

Washington State Travel Imapcts 1991-2008p. 2008.
spent on food & beverage services and an additional $638 million was spent in food
stores. This means that in 2008, food providers and retailers represented approximately
24% of visitor spending in Washington State.22

These statistics are provided to illustrate the quantity of food-related tourist dollars that
already exist within the state. By focusing on a niche market, such as food and wine
tourism, Bainbridge better positions itself to receive some of the state’s $3,819 million in
annual food-related travel dollars.

          E. Partnerships with other groups or businesses in the proposed project –
             including efforts to minimize duplication of services where appropriate and
             encourage cooperative marketing

Locavore Adventures will be created in partnership with Sound Food. Sound Food is the
food arm of Island non-profit, Sustainable Bainbridge and is dedicated to local food
and farming. Their projects include the creation of the Sound Food Map which maps
local farmers and producers on Bainbridge Island and beyond. The Sound Food Map
will serve as one of the main resources for the initial research for Locavore Adventures.
Other recent Sound Food projects include The Ferry Farm Stand, the “Celebrating Puget
Sound Foods” program at Town & Country Market, and local food tastings at
Islandwood, Bainbridge’s 255-acre outdoor learning center.

Sound Food has a website and community forum with a dedicated readership of 800
people. Their primary focus is serving the Puget Sound area community. Locovore
Adventures will share resources with Sound Food so that no efforts are duplicated, while
at the same time reaching out to a unique market of year-round food-centric day and
overnight Island visitors. Sound Food and Sustianbale Bainbridge are especially
interested in Locavore Adventures, because it allows the Island to grow its economic
base without new building or development. According to Sallie Maron of Sound Food,
Locavore Adventures “supports existing communities through low impact tourism.”23

          F. Project feasibility including cost-effectiveness and applicants’
             demonstrated history of success

Locovore Adventures will be designed in a cost-effective manner using collective
research already partially completed by Chelsea Green and her partners at Sound
Food. The photography, design and layout will be completed in-house by Chelsea
Green and her partners at Grain. All needed photographic equipment, computer
hardware and software for map design and development is available for use at Grain.
Hourly rates charged for research and design services by Chelsea Green and Grain will
be billed at a discounted rate of 75%-off standard hourly rates. For example, Chelsea
Green usually charges an average of $100/hr for design consultations and services. For
work associated with Locavore Adventures she will bill at $25/hr.

22 Wilkerson, Juli. “National Travel Trends, Average Visitor Spending, Gross State Product”.
Washington State Travel Imapcts 1991-2008p. 2008.
23 Maron, Sallie. In conversation. Bainbridge Island, Sept 24 2009.
Printing will be completed locally with a focus on cost-effective and environmentally
responsible results. Initially, a batch of 1,500 prints will be made. An emphasis on
directing users to the various websites to download copies will be made. Chelsea Green
and Sound Food will make an effort to publicize the map and its availability through
their existing connections with local, regional and national press and media.

Chelsea Green and her consultancy, Grain, have a history of successfully reaching out
to local, regional and national press and media. Grain has recently received press on
the following blogs: Cool Hunting, Contemporist, Mother Nature Network, Core77,
Apartment Therapy, HOW Magazine, Metropolis P/O/V, Design Glut, Treehugger, Seattle
Homes & Lifestyle, Seattle Magazine, DeZona, Archinect, Crib Candy and Interior Design
and in the following print publications: RISD Views and Bainbridge Review. The Grain
website and blog has received 8,137 visits since launching in April 2008.

        G. Plan to measure the project’s impact on increasing tourism, increasing
           overnight stays, and/or enhancing tourist facilities and/or infrastructure

The effectiveness of Locavore Adventures will be measured by the speed in which the
first run of 1,500 maps are picked up at City Hall, Bainbridge Island Chamber of
Commerce (main office & ferry terminal visitor information kiosk), Bainbridge Island
Farmers Market and the various restaurants and wineries where they are placed. Web
traffic to Sound Food, City of Bainbridge Island and Bainbridge Island Chamber of
Commerce where the downloadable map is available will also be tracked. The number
of successful downloads per quarter will be recorded. All press mentions and blog posts
will be documented and recorded with estimates of possible readership for each

         H. Project’s potential to draw visitors to the Island and increase overnight stays
            during the off-season

The beauty of Locavore Adventures is the fact that it has year round appeal. Each
season brings a new spectrum of food and wine related activities. Rain or shine, there is
something delicious for visitors to experience on Bainbridge if they know where to look.
Year round, you can sip wine and craft liquors at wineries, distilleries and tasting rooms.
Farm fresh eggs, honey and cheese can be found every month. With its summer and
winter markets, the Bainbridge Island Farmers Market supplies provides a hearty rotation
of seasonal produce, fish, cheese, yogurt, artisan breads and soups seven months out
of twelve. Wild edibles such as berries, mushrooms and shellfish are available
throughout the changing seasons with the right guide. Not to mention all the great
Island restaurants, bakeries and specialty shops, serving fresh local ingredients every

          I. Will Hotel/Motel Tax funds be matched with other funding sources or non-
             monetary resources such as volunteer hours? If so, please specify.

                               Project Timeline and Budget
     5. Provide a project timeline that identifies major milestones.


     6. Include a detailed budget itemizing project expenses and income. Include the
        amount requested from the Lodging Tax Fund and all other sources of funding
        anticipated or obtained, including in-kind contributions.


     7. Provide a copy of your organization’s annual budget showing overall revenues
         and expenses.


                                  Supporting Documents

     Letters of Partnership – Include letters from any partnering organizations committing
     to joint sponsorship of the application and specifying their intended activities.

Locavore Adventures: Bainbridge Island BUDGET
                              Hours:   Cost:   Total:
Research                         96     $25/hr $2,440
Photography                      4      $25/hr   $100
Design & Development             96     $25/hr $2,440
Printing + Folding:
1500 maps, 18"x24"
printed 4/4 folded to 4"x9"
70lb offset opaque
Press Release                    2      $25/hr   $50
Tracking Success                 4      $25/hr   $100
Progress Report                  2      $25/hr   $50
Final Report                     2      $25/hr   $50

ESTIMATED TOTAL:                                 $7,565
Sound Food, Chelsea Green
Chelsea Green
Chelsea Green

Sound Reprographics

Chelsea Green
Chelsea Green
Chelsea Green
Chelsea Green
Locavore Adventures: Bainbridge Island TIMELINE
                                            2009                                                      2010                                            2011
                            Sept      Oct          Nov   Dec   Jan   Feb   Mar   April   May   June          July   Aug   Sept     Oct   Nov   Dec     Jan

RFP submitted             9/31/09
Request Approved                    10/31/09
Design & Development
Print Proof
Updates + Revisions
Printing + Folding
Web Hosting
Press Release
Tracking Success
Progress Report                                                                                                           9/1/01
Final Report                                                                                                                                         01/31/11
                A non- profit project of Sustainable Bainbridge

To: City of Bainbridge Island
   Lodging Tourism Fund

Sound Food was founded to support and encourage the development of
a local food system on Bainbridge Island. We developed an on-line map to
help residents and visitors find fresh food sources on the Island. It has
been a useful tool and is especially adapted to maintaining up-to-date
information. We’ve also been asked by a number of people to develop a
paper map detailing ways to find local food.

This funding would provide the resources to develop a map that includes
not only farms but other local food resources as well. It would be an
important part of mapping our local food system, and a wonderful way to
showcase the Island for visitors.

Sound Food would share in researching and developing the map as well as
making it available on our website and marketing it through our
newsletter. We would also expect to make presentations to local
organizations and generate some key map-based events.

The Locavore Adventure map is a perfect vehicle for expanding a
sustainable economic base for the Island while growing and supporting a
strong local food system. We look forward to being part of such an

Thanks so much for considering this proposal.

Sallie Maron
Sound Food

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