1. Food provenance for the provinces
A new business model
for promoting
NZ artisan foods
and experiences
Presentation to NZTRI June 2010.

2. Food as a cultural indicator
Food is hot…..
Food as a cultural indicator
food provenance
Protecting regional uniqueness
Gastro tourism
NZ food experiences
Experiences
Providers of food experiences
Need order out of chaos
Kai is the missing link
Artisan issues
The Process
Future developments and opportunities

3. Food is hot…..

4. 26% 48% 11% Living is largest category of blogs*
Food blogs are the most common in Living*
26%
48%
11%
Food blogs largest* single category with
* As indexed by Technorati

5. 14% "someone who has an ardent or refined interest in food.”
pay a premium for what they view as new and vibrant sensory experiences
They use food to define who they are in greater society.
food offers much more than nourishment……explore the world and even examine which behaviours are ethical. .
Opinion leaders for food
14%

6. Food as a cultural indicator
Cuisine is born of the environment (terroir)
Local food markets

7. Local food provenance Sustainable Organic
………the geographical origin of what we eat, and the methods used to produce it – is increasingly important
Being able to trace what's on your plate back to its very place of origin is set to be a staple requirement for all produce and is currently a burning issue in the food industry
Local
Sustainable
Organic

8. Protecting regional uniqueness44

9. Gastro tourism A fast growing segment globally
Who is the gastro tourist??
Hedonist
Connoisseur
Genuine
Pedigree
Authenticity
Provenance
Soul
Intellect
Crafted
Gourmet
Life simplifying
Small things count
An authentic silk tablecloth
A loaf of bread you slice yourself
Natural/organic is a marker of excellence
Adventure and “ordeal” or discovery holidays are big
Want a combination of convenience and indulgence

10. NZ food experiences
'Interactive travellers' aren't content to sit and watch. They want to do, learn, interact and experience. They seek out authentic, high-quality holiday experiences.
Overall, food experiences not quite as good as others
Food & beverage
Food & Wine events 8.0
Accommodation
Sports
Transport
Theatre
Activities
Environment

11. Experiences
Cultural
Adventure
Epicurean
People are looking for satisfaction through experiences rather than material acquisition
Multi Sensory

12. Artisan (n)
Artisan foods are high quality, made from local ingredients. Ideally the products reflect the character of that local ingredient, and the personality of the artisan.
They are authentic products. Made on small scale. Usually without preservatives or additives – as natural as possible.

13. Providers of food experiences
Hotels
Artisans
Restaurants
Cafes
Bars
Wineries
Farmers Markets

14. Need order out of chaos Very little coordination across food sector
Need to pull together

15. Some progress
Farmers Markets

16. New Zealand tourism strategy
Kai is the missing link
New Zealand tourism strategy
Food artisans on the ground in the regions

17. Kai is a virtual business linking artisans with consumers and tourists
Food
Service
Artisans
Consumers
Spec
Retailers

18. Artisan issues
Disparate industry
“on their own”
No industry body
Limited resources
Mixed skills
Artisans and business not a common combination
Not all differentiated
But still need to collaborate – synergy from clusters

19. Discover
Connect
Empower
Promote
Evolve

20. Discover Find them all! Over 1000 artisans Across 15 categories
29 regions

21. Create a community so they can help each other
Initially within each region
“Kai Mate” on the ground in each region
Connect

22. Market research Design Food tech Packaging
Building a community
Artisans
Wine partners
Media partners
Spec Retailers
Food experts
Farmers Markets
Cook Schools
Trade Services
Market research
Design
Food tech
Packaging

23. Empower Offer new distribution opportunities Regular Newsletters
Latest food trend information
Access to relevant business services
Food tech
Product development
Market research
Packaging
Brand consultation and design
Empower

24. Promote Artisan directory on Kai
Kai web site will be fully optimized for search – globally
Opportunity for products to go into kai store
Curated collections
Food maps for each region
Editorial in leading magazine for prime foodie prospects
Advertising in other suitable media
Social media presence
Online Search Engine Marketing to drive traffic
Collaborative participation at Trade Shows
Promote

25. Category leading web site
What’s On
Deals
Welcome
“haere mai”
About Kai
In Season
About
New Zealand
Discover food
Buy food
Experience food
Recipe
database
Food heritage
Artisans
Food experts
Kai Toa Store
Recipes
Usage ideas
Artisan
Directory
Expert
profiles
NZ Wine
Retailers
Regions
Resources
Glossary
Conversions
Links
Farmers markets
Other shopping
Directories
Region
profiles
Food for Thought
Columns
Blog
Q&A
Artisan
Trade Section

26. www.kai.co.nz Indicative page designs, still in development Home page
Regional Tourism profile
Artisan Directory page
Food Expert profile

27. Home page

28. Artisan Directory page

29. Food Expert profile

30. Regional Tourism profile

31. Future developments and opportunities
Evolve
Kai Tours
Help artisans develop food experiences
Develop Food Trails and Tours in alliance with experienced, bespoke, tourism operators
Position and promote Kai as the “masthead” brand for artisan foods in NZ
Then viable to represent at larger international shows and Expos
Local Food Heroes promotion
Virtual to real- GPS based apps for tourists

32. Concept ticks the boxes
Plays to NZ strengths
Supports small businesses –artisans
Sustainable
Food is more important

33. No one said it would be easy……..
Young food culture
Artisan resistance
Not all interested in growth or adding experiential component
Enough regional differentiation?
The Food Miles myth may restrict food export potential and tourism visitors

34. But it is worth doing
It starts now
Ka Pai