Agriculture Reference
In-Depth Information
Long Table Dining on the Farm
The family tradition in many countries, and especially in Mediterranean
countries, is for the whole family to get together and to eat at a long table.
This tradition has disappeared for many families and the nostalgic idea of a
long table meal has now become a popular culinary tourist attraction.
In 1998, Jim Denevan was sitting at Gabriella Cafe in Santa Cruz,
California, thinking of a business idea. His idea evolved in 1999 into
'Outstanding in the Field', a roving culinary adventure based on setting up
long table meals in unusual situations using local chefs. His long table meals
at iconic venues across the country include being on mountain tops, farmers'
fields, beaches and gardens and have helped build interest in the long table
as part of the culinary adventure. Many organizations now develop long
table events and often link them to charities.
Long table meals need planning and an alternative plan needs to be in
place in case the weather goes against the plans, but they can be a lucrative
venture for the organiser.
Vineyards
Mention food tourism to many people and they will instantly think of vine-
yards. Their mind will wander to vineyards in Bordeaux in France, the Rhine
Valley in Germany, Napa Valley in California, Margaret River in Western
Australia or another wine-growing region of the world.
Vineyard owners have definitely shown what can be achieved with food
tourism. They have made a wine tour a major holiday destination. This has
been achieved by getting to understand the needs of the consumer. Their
core business is growing grapevines, but when it comes to tourism they have
really engaged the consumer. Wine tasting in its own right is an engagement.
Consumers like to feel, taste, smell and generally become involved with a
product.
A tasting station is the ideal venue for this engagement. In the retail food
sector 70% of consumers will sample food and 30% of the tasters will pur-
chase. Tasting stations have created the ideal buying environment. According
to research carried out in 2009 in the wine industry, 66% of wine sales take
place as direct sales in the tasting room, up from 59% in 2008.
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Tasting rooms or cellar doors are a key part of the food tourism experi-
ence and can get very busy in season over weekends. Crowd control may
need to be considered on certain busy weekends.
One of the big debates is whether a vineyard should charge for wine
tasting. This seems to be a cultural issue. In Australia the tendency is not
to charge for wine sampling whereas in the USA, for example, a charge is
often the norm. Some companies give the consumer a free glass for sam-
pling and let the guest keep it as a souvenir, while others wash them and
recycle them.
