What’s Going On at What the Truck?! in 2017

Photo: Mack Male

We’re almost two weeks away from our kickoff event on May 14th at Northlands, and we couldn’t be more excited! However, we’d be remiss to not mention that we’ve had some changes to the team, as well as shifted our focus this season somewhat to match the food truck-scape in Edmonton. So here’s a look at what we’ve been up to, and what direction we’re heading in.

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After last season’s wrap-up meetings with the trucks who participate in our events, combined with the feedback from our volunteers and attendees the past two seasons, we have decided to scale back from a full season of events, and shift to doing only two large events – a kickoff in May, and finale in September – to bookend the main food truck months.

What the Truck?! was started as a group to help advocate for and promote food trucks and food truck culture in Edmonton at a time when there weren’t many trucks in our city, and there were a lot more road blocks for new, local businesses to get their feet in the door and share their food and passion with customers. Change isn’t always readily accepted from the get-go.

Fast forward to this past season – there were more than 100 trucks in our database by the end of 2016, and food trucks are a staple at nearly every outdoor event that our festival city has to offer. Our events used to be a way for people to come see different areas of town and try new food trucks that they might not see during their weekday lunch hours. The need simply isn’t the same as it used to be – and we’re totally okay with that – it means that our dream of seeing food trucks embraced and local businesses succeed is a reality, and that’s pretty darn cool.

So instead of planning extra events that take away opportunities for trucks to come out to all of the other wonderful events, we want to embrace change, and instead plan to regularly promote and share everyone’s events that have food trucks – because we want you to go to them, we want you to try all of the amazing food that everyone has to offer, and we want you to continue to be the fantastic city that tasks risks, tries new things, and supports one another.

If you have an event coming up that you have already booked trucks at – Farmer’s Markets, festivals, everyone – you can fill out our Share Your Event form (preferably at least a week in advance!) and we’ll include your event in our posts.

If you have an event coming up that you want food trucks at, you can still fill out our Book the Trucks form – and if you want us to include your event in our posts, you can indicate that right in the form too.

If you’re a truck that still wants to get involved with our season this year (because we’ll share out anything that you tell us you’re going to be at too!), you can still apply to become a member.

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Our team of 7 from 2015 went down to 6 in 2016, and now we’re a 3-man band in 2017. Mack and Melina have been working diligently to put together the events this season, and Su is a volunteer coordinating rock star (if you want to volunteer at our May event, please e-mail her at team@whatthetruck.ca!).

We really hope we’ll see you at our kickoff in May – but if not, we’ll see you out and about at events this summer, and at the finale event in September!