Agriculture Reference
In-Depth Information
Articles were developed around the following themes:
•
Meet the growers;
•
Know the varieties;
•
Recipes by local chefs Clodagh McKenna and Catherine Fulvo;
•
How to grow your own strawberries;
•
Strawberry window boxes;
•
The health benefits of strawberries;
•
Children's competitions;
•
Strawberry face masks;
•
Fruit facts; and
•
The history of the strawberry in Ireland.
Many regions around the world have an iconic product that can be de-
veloped into a hero product to help the local tourism and economy.
Across the border in Northern Ireland the Northern Ireland Tourist Board
has taken a different approach. They have produced a booklet for growers
and producers titled '
Our food. So good. Growing your food tourism potential
.'
The motto of this campaign is 'Grown here, not flown here.'
With tourists spending £132 million on food and drink in the province
the investment in helping producers is seen as creating a new potential oppor-
tunity for the region. Northern Irish research indicates visitors would prefer to
spend their money on fresh, local and seasonal produce. The booklet provides
ten top tips for growers and restaurants to develop food tourism. The ten top
tips are:
1.
Local is the buzz word. Visitors want food with an identity and the in-
dustry needs to promote local.
2.
Celebrate the story of the producer and be proud of the story.
3.
Tell the story of the place and be genuine and authentic.
4.
Menu messaging, the menu is a marketing tool. Connect the consumer
with the producer on the menu.
5.
Celebrate local food traditions and recipes. Promote the uniqueness of the
region.
6.
Re-evaluate value. Value does not mean cheap. Offer small add-ons to
enhance the perceived value.
7.
Meet consumer expectations and then exceed them. Make sure your
whole team have the right attitude.
8.
Go the extra mile. Visitors are looking for 'memories'. Involve their children
and cater for them.
9.
Work together. We are all involved in tourism.
10.
Be consistent. Set the standard and stick to it.
Your Marketing Strategy
When business is good and tourists are coming, it pays to market and adver-
tise the business. When tourists are not coming, the business has to advertise.
