Destination BC: Iconics
Valleys & Vineyards · Rainforest to Rockies
Destination BC featured Ned Bell in two global content programs, using food to tell the story of Valleys & Vineyards and Rainforest to Rockies.
The Story
Destination BC’s Invest in Iconics strategy introduced six destination brands designed to bring more visitors to more parts of British Columbia throughout the year. The work supports the Province’s goal of growing annual visitor spending to $48 billion by 2036.
Ned was selected to star in content for two of Destination BC's six brands. For Valleys & Vineyards, a partnership with TOTA, he opened the Harness the Harvest series, returning to the Similkameen Valley to explore the farms, people and ingredients that shaped him as a chef. For Rainforest to Rockies, he leads BC Beyond the Plate, a six-part culinary journey from Steveston to the Canadian Rockies, meeting farmers, fishers, chefs and food producers whose work reflects the places they call home.
Why It Matters
Ned’s role went beyond appearing on camera. He served as the guide and storyteller for a major Destination BC campaign, connecting food, travel, culture and place for an international audience.
The work draws on his experience as a chef, restaurateur and sustainability advocate, along with his knowledge of British Columbia’s regional food systems. It shows his ability to lead a large public-facing campaign with warmth, authority and a genuine connection to the people and places involved.
The Videos
Valleys & Vineyards: Harness the Harvest - Roots with Chef Ned Bell
- Click HERE to watch
Rainforest to Rockies: BC Beyond the Plate
