The Role of Local Food in Tourism and Protecting Regional Foods David Rodda Rural Delivery Manager 27 th September 2012

Outline The Agri-food Sector in Cornwall and the Isles of Scilly Tourist Attitudes to Local Food The role of Protected Food Names What next

Agri-Food - Defining the sector Primary production “ Core Agri-food industry ” Food and drink manufacturing Food and drink wholesaling Specialist food and drink retailing Non-specialist predominantly food & drink retailing “ Secondary food sectors ” Food and beverage services Accommodation- “ Food related ”

Headline Statistics Cornwall’s farmers manage over 80% of land mass Over 8,000 holdings of various sizes but smallest average size in England (but growing) Total farm gate value of output approx = 2.9% of GVA (national figure = 0.6%) Total value of food processing = 3.3% of GVA (national figure = 1.5%) Food production, processing and distribution turnover in excess of £1.5 billion p.a. Over 33% of all employment in manufacturing in the food and drink sector (national figure = 15%) At headline level we produce more food than Cornwall can consume so visitor, national and international markets are vital Tourism spend on food = £450 million p.a.

Tourists Attitudes to Local Food (source Huxley 2002) Virtually all try local foods whilst visiting. Almost 70% select places to eat or stay because they offer local produce. Clotted cream and pasties were the products tried most frequently, with ice cream, fudge and cider also featuring prominently. ALL of the 67 products tried were rated either excellent, very good or good The majority buy Cornish products when they return home, with clotted cream again featuring as the product most likely to be bought, followed by pasties. Over 50% use mail order and/or buy via the Internet. The local products people would have liked to buy but could not find were fresh fish, cheese and 'proper' pasties.

Cornwall product association With the region being strongly associated with the coast it is no surprise to see the product association being coastal related Historical sites has a stronger association than gardens Industrial heritage and arts and culture are not strongly associated with Cornwall

Cornwall values association Natural and traditional are the two strongest associations Few think of Cornwall as luxurious, stylish and contemporary – Some of the product would fit this description but not necessarily the region

The role of protected food names 3 in Cornwall – Clotted Cream, Cornish Pasty and Cornish Pilchards Useful mechanism to bring businesses together to work towards a common aim The scheme highlights regional and traditional foods whose authenticity and origin can be guaranteed. Registered at a European level will be given legal protection against imitation throughout the EU. Awareness of PGI, PDO, TSG in UK consumers very low Requires an inspection regime to be implemented

I want to tell you a story….

Future Opportunities Reinforce, communicate and capitalise on the link between land management and the value of the landscape to tourism Increase the volume and value of local food used by tourism businesses by developing links, joint offers, etc Encourage food tourism by integrating food into promotional activity Develop links with other areas of the EU to share best practice Increase the visitor “Food Gift” market Maximise the promotion of protected food names Reinvigorate more traditional dishes Regard visitors as “ambassador’s” for our products when they return home. One off purchases are great but repeat purchases are better!

It’s more than just a landscape…. a profitable and sustainable farming and food sector is at the heart of a healthy rural economy and a living countryside

David Rodda Rural Delivery Manager Cornwall Development Company Development Team Tyncroft House South Wheal Crofty Station Road TR15 3QG Tel: Website: