NORTH JUTLAND FOOD CULTURES Towards new synergies? Henrik Halkier Tourism Research Unit Aalborg University, Denmark

NORTH JUTLAND FOOD CULTURES Towards new synergies? Research methods Background: Local food profiles Local challenges and strategies Developing food tourism in North Jutland Henrik! OBS – jeg har sat et nyt foto ind, just for a change Feel free to change back or delete the old ”flying” photo…

Research methods Two investigations in four coastal destinations Identification of possible contact points between tourists and local food experiences (N= 257) local produce/dishes inter/national products What do local stakeholders in food and tourism see as the main challenges (N=40) producers professional users Skagen Lønstrup/Løkken Blokhus/Hune Klitmøller/Nørre Vorupør

Background: Local food profiles Result: Broadly the same ’localness’ in four destinations Number of food contact-points after degree of locality, four destinations combined (N=257)

Background: Local food profiles Result: Broadly the same ’localness’ in four destinations But place still matters: Blokhus/Hune: weaker in eating out Løkken/Lønstrup: strong in self-catering Klitmøller/Nørre Vorupør: Very strong in self-catering Skagen: typical fish, local beer Percentage of food contact-points with local/typical food, four destinations combined (N=257)

Background: Local food profiles Results: Uneven local food accessability Number of local/typical food contact points in relation to local tourism activity: Contact points per 100 mio DKK tourist consumption Blokhus/Hune: N=55 Løkken/Lønstrup: N=74 Klitmøller/Nørre Vorupør: N=49 Skagen: N=79 Henrik! OBS på at jeg har indsat et foto – ved ikke helt hvorvidt det passer ind (det er jo ikke just flaterende, men det kan også være ok? Viser at også billigere spisesteder har fanget lidt af bølgen) eller om det er problematisk at stednavn er med…

Local challenges and strategies Producers Retailers/eateries Too few producers Stable supplies From producer to seller Finding producers Price, quantity, delivery Struggle with bureaucracy Food-safety crucial Brand exclusivity Integrate in other experiences For well-off tourists? Varying benefit from/trust in public projects Stable supplies/continual productflow Struggle with bureaucracy – fødevarestyrelsen tjekker også hjemmeside, menukort m.m. – svært at skrive det er lokalt (også for restauranter) Stable supplies/continual productflow – also opposite - for smaller eateries the big amounts that needs to be taken can also be a challenge Price, quantity, delivery – some retailers/eateries say it’s not a problem, advantage to work with locals, more flexible (and more fun) For well-off tourists? – some tourists buy local, but residents not – big difference in season - however, many have noticed a growing trend in local food, especially more high-end restaurants and attractions Struggle with bureaucracy – food control by the Danish Veterinary and Food Administration, menus/homepages also controlled (difficult to promote locallness)

Local challenges and strategies Inspirational networks Business development Event support Themed routes/dishes Local supply chains (restaurants > retail) Place branding

Developing food tourism in North Jutland Strategies focus on Changes visible to visitors: branding, events, menus, (diversification) New temporality (outside main season) NOT localising food chain Strategic differences reflect NOT degree of availability of local food (producers, retailers) Alternatives to diversification for small farmers (wage labour) (National) preferences for particular policy instruments (networks vs grants) Long-term strategic weakness Weak combination of branding AND development in sector-based governance (DK/UK)

NORTH JUTLAND FOOD CULTURES Towards new synergies? Read more, later: Email halkier@cgs.aau.dk