Food Tourism is Right Recipe for Hospitality
Restaurant & Catering News
December 6, 2011
The memory of a fine piece of New Zealand King salmon served with a glass of chilled sauvignon blanc against the backdrop of a Marlborough sunset is a compelling image and one that is driving a new breed of tourist to our shores.
Twenty years ago if you’d told New Zealanders that legions of overseas visitors would flock to our country in search of culinary delights you probably would have been laughed at.
And yet today New Zealand is regarded highly for its quality of life – Auckland has been voted the world’s third best city to live in while Wellington is ranked 13th[1]. And thanks to a vibrant and ethnically diversified hospitality industry, food plays a big role in the evaluation.
Just as museums, attractions, recreation and shopping have the power to attract tourists, so does a superior culinary experience.
And it’s an area one major New Zealand food producer is predicting has huge potential for building not only in-bound tourism but also the industries that cluster around food and beverage.
New Zealand King Salmon CEO Grant Rosewarne says the hospitality industry is supported by a wide selection of local suppliers.
Mr Rosewarne’s company produces the Regal and Southern Ocean salmon brands and is currently applying for space to build eight new salmon farms in the Marlborough Sounds. The company needs the space to meet both domestic and offshore demand for the New Zealand King salmon species it farms.
“Last year we earned more than $55 million in overseas funds – around half our total revenue - for the New Zealand economy and we believe there is much more value to be had.. That’s why we are applying for more space which we believe will enable us to become a half-billion dollar business by 2025.”
Mr Rosewarne says an important upside of aquaculture will be greater demand for associated services and supplies such as labour, construction, food, accommodation, education and training and recreation.
“We produce a very high quality product valued by top chefs and restaurants world-wide. We believe that by growing our production we can play a big role in building a cluster of businesses around our growth strategy – and that very much includes food tourism.”
Mr Rosewarne says New Zealand King Salmon is already supporting growth in local Marlborough industries such as engineering and construction firms, accommodation and transport.
“We also have plans to work closely with Tourism Marlborough and tourism operators in joint ventures focused on the wonderful foods and wines produced here.”
A cluster approach would increase the efficiency and competitiveness of the NZ aquaculture industry and would also support new or expanding ventures in a host of associated industries, including hospitality.
“The premise I start from is that countries such as ours must export or die,” Mr Rosewarne says. “We have an entirely sustainable operation and much of our new water space will be used to increase the export sales of our quality brand.
“People in New York and Sydney and Tokyo who are exposed to our global brand and enjoy eating our products will certainly get some clear messages about our country via their taste buds.
“For example, in Japan, the taste texture and colour of our King salmon is revered among chefs as being perfect for sashimi. We believe connections such as these will provide new and ongoing benefits for culinary tourism here in New Zealand.”
Mr Rosewarne says the culture of New Zealand King Salmon is to work constructively with other stakeholders and the hospitality industry is a key element in providing visitors with a quality experience.
“There are massive benefits clusters can bring to the regions and to the country. When a cluster develops it creates a virtuous cycle which expands far beyond the original industry or company, triggering off a chain reaction of value across all manner of suppliers, services and supporting industries.
“I firmly believe there will be associated benefits for hospitality and culinary tourism. Working together and with others in a cluster can only provide collective benefits that far outweigh each industry working on its own,” Mr Rosewarne says.
ends
Issued for New Zealand King Salmon by Pead PR
Contact:
Parveen Chiba, Tel: 0-9-918 5583, Mob: 021 162 5704, email: parveen@peadpr.co.nz
[1] http://www.mercer.com/articles/quality-of-living-survey-report-2010
