Introduction - Food Tourism: A Practical Marketing Guide - page 14

Fig. 1.3. Mushrooms for sale at Modena market in Italy.
In 2008 the Guardian newspaper in the UK named Carlo Petrini one of the
' 50 people who could save the planet', and in 2013 Carlo was awarded the
UN Environmental Award.
The Slow Food organization crystallized at the realization that 'eating
is an agricultural act and producing is a gastronomic act.' The Slow Food
organization is now established in 150 countries with over 100,000 members
who are dedicated to promoting local food and the pleasure of slow eating
and are opposed to the standardization of taste and culture.
The key for producers is adding value
The challenge for many producers and farmers is to grow the produce and
then add value to it to increase their profits whilst maintaining the authenti-
city of what they are doing with often limited financial and time resources.
Most produce grown is of relatively low monetary value and as a result the
producer often gets a low return. Adding value is where the producer pro-
vides something more valuable while adding little cost to the production to
give them a competitive edge over their competition.
Adding value to food tourism
Food tourism can be a tool to help producers add value whilst still being on
the farm; there are four ways this can be achieved.
Building a brand reputation for quality
This is where a producer can create a brand that consumers are prepared to
travel to source. With online shopping, visitors will also pay a premium price
for produce they have tasted and can have delivered to their home.