Gastronomic Tourism Lecture Notes 2016

Rural Tourism: The Business of Gastronomic Tourism

Learning Outcomes Aims § To iden(fy the key products and providers in the food and drink

(gastronomic) tourism domain

§ To evaluate the factors influencing the development of food and

drink as a tourism product

§ To examine na(onal, regional and local frameworks and ini(a(ves

for developing food and drink as a tourism product

§ To iden(fy poten(al barriers to developing local produce

Farming and Food Tourism Ac3vity 1: The Product •  What/who are the main products and providers for food (gastronomic) tourism?

Honey

Beef

Vineyards

Micro-Breweries

Food Festivals

Farmers’ Markets

Farmers’ Markets

Farmer’s Markets

•

First Farmers’ Market in Bath in 1997

•

Concept originated in the USA in the 1970s

•

Currently in excess of 240 Farmers’ Markets in the UK

•

Es(mated turnover in excess of £65 million

Farmers’ Markets Features of a Farmer’s Market (NAFM Cer3fica3on)

•

The produce must be locally grown, usually from within a 30-40 mile radius (50 miles for larger ci(es and coastal/remoter rural areas), or produced using local ingredients

•

Producers from further afield can aYend if there is no suitable producer for a specific product

•

Local can also cons(tute a county boundary or defined geographical region (e.g. Na(onal Park)

•

Principal producer or a representa(ve directly involved in the produc(on process must aYend the stall

•

Secondary produce - all produce must be brewed, pickled, baked, smoked or processed by the stall holder using at least one ingredient from within the defined local area

•

Informa(on regarding the products/market should be available to customers

Tea Rooms/Cafes/Restaurants

Farm Shops

Food and Drink Trails

Cookery Schools

The Development of Food Tourism Ac3vity 2: Product Development • What factors have influenced the development of food and drink as a tourism product?

The Development of Food Tourism § Key Factors: § Thrusts against globalisa(on, mul(-na(onals, and

commodifica(on

§ Increased consumer knowledge of, and interest in, food and

drink

§ Concerns of over food safety (BSE, GM, F&M) § Concerns of over-current agricultural and food produc(on

systems (linked to F&M)

§ Increasing curiosity over new cultures, foods etc § To offer food which lends itself to the consumer focus on

experience and sensa(on

The Development of Food Tourism § Key Factors: § Link to regional iden(ty/marke(ng/branding § Authen(city and quality § Farm diversifica(on - cut out the middle man/add value to

exis(ng farm-based products

§ Local produce provides a dis(nct USP § Increasing recogni(on of the rela(onship between farming,

food and the landscape

§ Recogni(on and development of food and drink as package-

based/des(na(on experiences

§ Government Policy

Farming and Food Tourism Ac3vity 3: The Customer • Who is the customer?

Tourist Attitudes to Regional and Local Foods § MAFF and Countryside Commission - Enteleca Research and

Consultancy (2000)

§ Tourists have a very vague view of what is local, further confused

by the increasing availability of regional products

§ ‘Local’ is part of their defini(on of ‘speciality’ but have not thought

deeply about the difference between locally produced and speciality foods

§ Tourist percep(ons are more linked to geographical knowledge

and personal experience than awareness of any official criteria of designa(on

§ 61-69% of holiday-makers recognise that food makes a posi(ve

contribu(on of their holiday, and 39% say that it contributed ‘a lot’

Tourist Attitudes to Regional and Local Foods § MAFF and Countryside Commission - Enteleca Research and

Consultancy (2000)

§ 72% of visitors to the study regions (Cumbria, SW, Heart of

England and Yorkshire) took an interest in local food during their visit, and while posi(vely disposed to local produce needed the opportunity to sample it

§ 35-36% of food tourists believe they would make more purchases

and eat more in restaurants offering local food if there was more branding or labeling

Tourist Attitudes to Regional and Local Foods § Market Segmenta,on: § Food Tourists (6-8%) - seeking local food and drink is a par(cular

reason for choosing their holiday des(na(on - emphasis on ‘good food’ and ‘good restaurants’

§ Interested Purchasers (30-33%) - they purchase and/or eat local

foods when the opportunity arises § Unreached (15-17%) - happy to try local food when they come

across it but at present are not purchasing local foods

§ Unengaged (22-24%) - do not regard food and drink as adding to

their enjoyment of their holiday, but are not nega(ve to sampling local foods

§ Laggards (17-28%) - uninterested in local foods and are unlikely to

have purchased any during their holiday

Tourist Attitudes to Regional and Local Foods

Tourist Attitudes to Regional and Local Foods

The Rationale for Developing Local Produce

Local Produce Ac3vity 4: •  What is the ra(onale for the development of local produce?

The Rationale for Local Produce Suppor3ng the Local Economy Environmental BeneďŹ ts Visitor Experience Health BeneďŹ ts

Reducing Food Miles Suppor3ng Tradi3onal CraQs Social Importance

The Rationale for Local Produce § Suppor3ng the Local Economy § Small scale producers are ojen struggling to compete with

large supermarket chains

§ Local produce can directly support local businesses, local

employment and keep money in the local economy by cukng out the middleman, through direct selling, which in turn increases financial returns

§ Personal contact with a local producer can give you a real

understanding of how something is grown or processed

The Rationale for Local Produce § Reducing Food Miles § ‘Food miles’ means the distance food has traveled from

where it is produced to where it is purchased, and onto where it is consumed

§ Food distribu(on by road freight is the fastest growing

transport sector here in the UK and is a major contributor to air pollu(on - it takes 68 calories of air fuel to transport one calorie of carrot into the UK!

§ 13% of the UK’s total fuel consump(on goes on packaging

and transpor(ng food

The Rationale for Local Produce § Environmental Benefits § Local food produc(on ensures that local land is put to good

use

§ Local land is maintained to a high standard, which in turn

increases environmental quality and aYracts visitors to the countryside

The Rationale for Local Produce § Reducing Packaging § Vast quan((es of packaging are used to protect produce

when it is being transported around the country and even the world

§ Local produce generally has a minimal amount of packaging

which cuts down on the use of valuable natural resources

The Rationale for Local Produce § Suppor3ng Tradi3onal CraQs § Woodland ac(vi(es have helped shape the landscape of

south east England for genera(ons

§ Buying locally produced (mber such as fence materials

ensures you help maintain our landscape and don't destroy someone else's!

The Rationale for Local Produce § Social Importance § Buying locally encourages links between local land owners

and the communi(es they are in

§ It increases social connec(ons between urban and rural

communi(es

The Rationale for Local Produce § Health Benefits § Local food comes with the re-assurance that local food is

'good-home produced' food that has not adversely harmed the environment

§ Local food gives an assurance of where the food comes from

and how produced

§ Local food is fresh, nutri(ous food

Gastronomic Tourism Ac3vity 4: •  What are the key elements of strategy to support gastronomic tourism?

Developing Strategies for Gastronomic Tourism § Key Considera3ons: § Food and tourism provide a significant ‘visitor’ product

opportunity, as well as a means to rural diversifica(on

§ Wider links to protec(ng landscape character, and the

reinforcement of local character and iden(ty

§ Success lies in integra(ng this rela(onship into a strategy for

local economic development, that seeks to maximise the social and economic leverage between producers and the tourism industry

Developing Strategies for Gastronomic Tourism § Key Components of Strategy § Funding § Reduce economic leakage - use local renewable resources

(e.g. packaging)

§ Add value to local produce before it is exported (local

processing, dis(nc(ve local packaging)

§ Connect up local stakeholders (e.g. co-opera(ves/local

marke(ng networks)

§ Take advantage of external resources (e.g. Internet)

Developing Strategies for Gastronomic Tourism § Key Components of Strategy § Marke,ng and Branding - emphasis on local iden,ty and

authen,city in branding, promo(onal and interpreta(on strategies

§ Sell direct and establish a rela,onship with the customer § Quality Standards – clear communica(on and understanding

[Source: Hall et al, 2003, p. 41]

Supply Chains and Local Food Systems

[Source: Hall et al, 2003, p. 58]

National, Regional, & Local Food, Tourism and Development Strategies

Support for Local Produce

Developing Local Produce Countryside Agency ‘Eat the View’ (2000-2006) Aims: § To improve the market for products which: § Come from forms of land management which enhance or

protect an area’s dis(nc(ve landscape, wildlife and historic features and which help conserve soil and water resources

§ Strengthen the sense of place of the area in which they are

produced and in doing so provide an opportunity of the farmer to ‘add value’ to the product

Developing Local Produce Countryside Agency ‘Eat the View’ (2000-2006) Key Areas of Ac,vity: § Raising consumer awareness of the links between products

they buy and the countryside they value

§ Helping increase demand for locally and regionally dis(nc(ve

products that help reinforce the character of the countryside

§ Marke,ng opportuni,es for producers and growers as a result

of product iden(ty with land management systems that promote the character, diversity and environmental value of the landscape

Developing Local Produce Countryside Agency ‘Eat the View’ (2000-2006) Key Outcomes: § ‘Cukng out the middleman’ and bringing customers closer to

the consumer

§ Development of local marke(ng and branding ini(a(ves

emphasising aspects of locality/local dis(nc(veness

§ The development of quality standards and accredita(on systems § Development of new supply chain ini(a(ves § To increase the number of local/community-led food ini(a(ves

Developing Local Produce Report of the Policy Commission on the Future of Food and Farming [Curry Report] (2000) § Key Themes: § Reconnec(ng farmers with their market with

the rest of the food chain

§ Reconnec(ng the food chain with a healthy

and aYrac(ve countryside

§ Reconnec(ng consumers with what they eat

and where it comes from

Developing Local Produce Government Response: The Strategy for Sustainable Farming and Food • Integrated ‘joined-up approach to rural

development’

• Entry Level Agri-Environment Scheme to

encourage farmers to farm in a more sustainable way

Developing Local Produce England Rural Development Programme (2000-2006) • Processing and Marke(ng Grant Scheme • The Rural Enterprise Scheme • Voca(onal training for people in farming and forestry

Developing Local Produce England Rural Development Programme (2000-2006) Processing and Marke,ng Grant Scheme •

Improve agricultural processing and marke(ng infrastructure in England

•

Guide produc(on in line with foreseeable market trends

•

Improve/ra(onalise marke(ng channels

•

Improve presenta(on and prepara(on of products

•

Apply new technologies and innova(on

Developing Local Produce England Rural Development Programme (2000-2006) Rural Enterprise Scheme •

Farm relief and farm management services

•

Marke(ng of quality agricultural products

•

Basic services for rural economy and popula(on

•

Diversifica(on of agricultural ac(vi(es to provide alterna(ve/ mul(ple incomes

•

Encouragement for tourist and craj ac(vi(es

Developing Local Produce Rural Development Programme for England (2006-2013)

Developing Local Produce

Developing Local Produce

Developing Local Produce

Developing Local Produce

Developing Local Produce

Developing Local Produce

National and Regional Initiatives and Business Support

National Initiatives 4

Food Tourism Action Plan – Priority Tasks The following priority tasks have been identified within the themes below: 1.

2.

3.

4.

Events and Activities Information Developing Expertise PR and Marketing

Actions

Lead & Partners

Timing

Outputs 3 Events by March 2016 – 120 businesses engaged.

The range and number of Food and Drink Awards identified and partners encouraged to work collaboratively to introduce consistent criteria.

Development of a sustainability toolkit for Food Tourism events and activities.

1. Events and Activities

The Food Tourism Action Plan for Wales 2015 – 2020

The Food Tourism Action Plan for Wales 2015 – 2020

1.1 Support B2B Events for the food and hospitality sector.

1.2 Encourage the integration of Regional Awards for Food and Drink in Wales.

Welsh Government VW/FD

Year 1

Welsh Government Local Authorities/Private and Public sector Agencies

Year 2

1.3 Work with stakeholders to develop a best practice model for events and activities (Food Festivals, Food Trails etc.).

1.4 Host National and Regional Food Tourism Network events.

1.5 Visit Wales’s Major Events Unit to encourage event owners and organisers to source local/Welsh food and drink at their events wherever possible.

1.6 Ensure coordination between food events emanating from the next round of RDP.

Welsh Government Local Authorities/Private and Public sector Agencies

Year 2

Welsh Government Industry Welsh Government Industry

Year 1

4 Events by March 2016.

Years 1 and 2

Event owners and organisers to be encouraged to source locally wherever possible.

Welsh Government Local Authorities/Private and Public sector Agencies

Year 1

Awareness to be raised between project developers of opportunities to collaborate and share best practice.

National Initiatives

Regional Initiatives

Regional Initiatives

Regional Initiatives

Regional Initiatives

Regional Initiatives

Business Support Tourism South East: § Local Produce Workshops § Chef Master Classes

Master Class - Apples & Pears Master Class - Butchery Master Class - Chocolate Master Class - Fish & Shellfish Master Class - Game Extravaganza Master Class - Gastro Pub Plated Presenta(on Master Class - Home Made Pastas Master Class - Local Cheese Master Class - Local Pork & Cider Master Class - Mushrooms Master Class - Oriental & Fusion Master Class - Seasonal Breads & Pastries

Business Support Tourism South East: § Local Produce Workshops § Chef Master Classes § Welcome Farmer

Quality Assurance

Barriers to Gastronomic Tourism

Gastronomic Tourism Ac3vity 5: •  What are the main barriers to developing local produce and gastronomic tourism?

Barriers to Developing Local Produce Key Issues: § Price § Confusion with other categories of food § Commercial compe(tors § The lack of marke(ng and selling skills, or the resources to

develop their business

§ Compe((on from cheap imports and the purchasing power of

the large supermarkets

§ Increasing levels of standardisa(on in branded pubs and

catering outlets

Barriers to Developing Local Produce Key Issues: § Retailers are increasingly aware of environmental and social

issues but insist that suppliers meet their requirements for scale of produc(on and con(nuity of price and supply; many small producers are unable to meet these requirements

§ Suppliers cannot get sufficient levels of orders from SMEs § Networking: lack of knowledge about who does what and

where?

§ Producers are not used to working collabora(vely § Stringent food hygiene regula(ons makes it difficult for small

businesses to open door to visitors

Learning Outcomes At the end of this session, you should be able to: § Iden(fy the key products and providers in the food and drink

tourism domain

§ Cri(cally evaluate the factors influencing the development of food

and drink as a tourism product

§ Iden(fy and evaluate na(onal, regional and local frameworks and

ini(a(ves for developing food and drink as a tourism product

§ Cri(cally assess poten(al barriers to developing local produce as a

tourism product