Agri-tourism gets boost from state
March 20, 2014
• Visit California partners with California Grown for “California, Always in Season” campaign
• “This … further defines California as the premier destination for culinary travelers”
If you pick up an issue of Food & Wine magazine and wonder why there’s so much about California, there’s a million dollar answer.
The state agency that promotes tourism, Visit California, is partnering with California Grown to launch a new marketing campaign, “California, Always in Season,” to take advantage of what they see as a growing interest among travelers for culinary experiences and the so-called farm-to-fork movement.
The cornerstone of this campaign is a $1 million media buy with Food & Wine magazine, which claims it will deliver more than 58 million impressions through print spreads, videos, custom media rich content, targeted digital media and a co-branded landing page on Food & Wine’s website.
Much of the content in the magazine will focus on the relationship between California farmers and their collaboration with local chefs, the diversity and abundance of specialty crops throughout the state as well as stories about California’s culinary pioneers.
Tourists in California spent $28.5 billion on food and beverages in 2012, making it the largest segment in the state’s tourism economy. The “California, Always in Season” program is to market California’s agricultural abundance and the “innovative spirit” of the state’s chefs, farmers and ranchers, the two groups say.
“This partnership further defines California as the premier destination for culinary travelers,” says Caroline Beteta, president and CEO of Visit California. “Today’s travelers seek culinary experiences from farm tours and farm-to-fork dinners, to artisan purveyors, wine festivals and culinary tours.”
California Grown Chairman Kasey Cronquist says the marketing campaign “is just the first example of this new vision highlighting the valuable cultural and economic influence our farmers and ranchers have on the Golden State."
The Golden State grows more than 400 commodities and produces 90 percent of the wine and half of the fruit, nuts and vegetables grown in the United States.
“Ranchers and farmers are developing their own cult status and becoming the next rock stars of the culinary scene,” says Ms. Beteta. “They are the ones that help California deliver on its promise of being the ultimate dreamland. It’s these passionate people who make this state’s culinary scene the best in the world.”
The first issue of Food & Wine featuring the “California, Always in Season” content is on newsstands now.
This project is paid for from the California Department of Food and Agriculture's Specialty Crop Block Grant Program.
California Grown (also known as the Buy California Marketing Agreement, BCMA) is a joint effort of agricultural industry group.