Consulting: providing expert advice in business or technical topics. 

“Consulting is sometimes an intimidating word. Many people equate it with expense. Wise people equate it with investment. It can be a catalyst for success and a little insurance against failure. Consulting is a lot like cooking, you need good ingredients, skill and a little flair to make a truly fine product.”

How and Why

Bill Jones is the chef, owner and principal consultant with Magnetic North Cuisine. He is a French-trained chef who has Michelin starred experience. He worked in France and England before returning home to Canada. For the past 25 years he has served as a consultant on hotels, restaurants, cafes, wine bars, bakeries, marketing initiatives and business start-ups. Bill tries to help people with a wide variety of projects and budgets.

Community building is also a key foundation of what we offer. Building on our local contacts for staffing and services and working to create a positive presence in the community.  Bill’s home based is chef and owner of the renowned Deerholme Farm, in the Cowichan Valley of Vancouver Island.

bill in the trees



“Consulting is the fastest track to positive result, learning from someone who has experience and knowledge in the field. A key challenge is to balance the needs of the owner,  learn from mistakes, embrace the positive, teach good work habits and try to have a little fun along the way.”



deerholme_doorΔ    Magnetic North is knowledgeable in all aspects of start-up, construction and operational management of food and wine businesses.

Δ    Bill’s scientific background in geology and engineering have given him a strong foundation to build on his work in the local food community. He uses these skills to bring creativity and efficiency to his projects and has built a reputation for his quality of results, organizational skills and attention to detail.

Δ    Professionally, we have designed restaurants, built commercial kitchens and created a variety of retail spaces featuring local hand-made products. This includes 10 years as a food consultant for the world famous Granville Island Public Market in Vancouver BC. In the beverage world we have helped to develop private retail liquor outlets, developed marketing programs for wine regions, built wine lists, stocked wine cellars and provided training for staff.


Our Philosophy

“Our work generally revolves around the themes of sustainability, local products and handcrafted products. We are active participants in our community and believe it’s our duty to give back to those who are in need or less fortunate than ourselves. We do this through our volunteer and community building efforts, workshops, training programs and consulting projects.”

Our Community

Our activities center in the Pacific Northwest with many projects on Vancouver Island, Vancouver and Whistler on our resume. We have also participated in projects throughout North America, Europe and China.

In the Cowichan Valley we have been involved with bakeries, wineries, a seafood retail shop, coffee shops, farm stores and community kitchens. We love local food and wine!

And for fun…

1asmoked salmon

Bill also helped develop and coordinate many of the great festival and fund raising events in the region – including Feast of Fields, The Cowichan Bay Spot Prawn Festival, Chefs in The Market (Granville Island), Northern Bounty (Vancouver), Duncan Earth Day Festival, The 2nd Canadian Chefs Congress and the James Barber series of fundraising dinners.

Along the way Bill has written award winning books (12 and counting), taught thousand of students, fed crowds of people and been profiled in iconic media like the New York Times, Gourmet, Bon Appetit and Saveur Magazine.

What we can do for you

Each project is unique and we are always interested in exploring ways to work together. We realize that everyone has different needs and budgets and we would be happy to talk to you about your situation. We like small and big projects that contribute to the fabric of our food and wine community.

  • Business Planning and Development Services
  • Design and Build Consulting
  • Management Consulting
  • Training and Problem Solving
  • Recipe and Product Development
  • Food and Wine Systems and Control
  • Marketing, Web and Social Media Consulting
  • Food and Wine Event – Development and Coordination

This is a big list, you may only need one part, or you may need a little advice from all areas. Each job is unique to us, we tailor our tasks and fees based on how much help is need – or can be afforded by your budget.

Local food and wine is important to us and we try to encourage the start up of quality driven new producers – where ever possible. Let us help. Don’t be afraid to contact us. Some of our advice is even free!

For more info please contact:

Bill Jones

(250) 748-7450

– or through the contact form at the base of the page

Past Key Clients:chefs in the market

  • BC Salmon Marketing Board
  • BC Seafood
  • BC Wine Institute
  • Cowichan Bay Seafood
  • First Power
  • Granville Island Public Market
  • King Pacific Lodge
  • Van Dusen Botanical Gardens
  • Vancouver Coastal Health
  • Whitecap Books
  • Wine Islands Vintners Association
  • Underwater Harvester Association
  • plus dozens of small businesses and non-profit organizations