REGIONAL FEATURE Aerial shot of Urapukapuka Island, Bay of Islands, New Zealand www.foodtechnology.co.nz 35 looking into ways to take advantage of the project and collaborating to make sure visitors also get a true taste of Northland while there. The Northland Food and Wine cluster, currently 69-member strong and made up of industry producers, is driven by a smaller core group who form the nucleus of the producers’ collective. While still early days, the shared motivation is clear - to keep visitors in the region a little longer so they can slow down, learn and discover more and, at the same time sample the unique flavours of Northland. Core group member John Burt of Te Whai Bay Wines says the Northland Food and Wine Trail has legacy. “It’s now time to refresh that and introduce people to the richer and more diverse flavours of the area,” he says. “The increased exposure planned via the TCD revamp project pushing visitors to the lesser known northern ‘byways’, through visitor centres, NZTA signage and other land marks will also identify where wineries and artisan food producers are.” By planning ahead Northland Food and Wine Group wants to be ready to take advantage of the increased projected economic returns. The group’s purpose has been defined to help individual producers grow, provide unified support and to promote Northland’s food and wine both nationally and internationally. The first opportunity producers had to launch their products as part of this collective vision was under the “Savour” brand at the Taste Auckland Festival last November. “The feedback we received from the producers and the public attending the event was overwhelmingly positive and very encouraging for the future growth of the industry,” Northland Inc’s Business Growth Manager and collective facilitator David Templeton says. Until now, long term planning for reinvigoration of the Northland food and wine industry has been difficult to sustain. But with assistance from Northland Inc (the region’s economic development agency) to initiate and facilitate an industry-led group, the collective can see many different ways producers will benefit. Core group members are aware their work is not just about rebranding. The Group will also look to communicate in the most effective way, listening to what is meaningful to their current and potential customers. They’ll look to use a multifaceted approach for increasing exposure including using digital platforms, inclusion in the TCD promotional strategies and existing popular outlets like local markets across the region. Wider customer-facing promotions will also continue to grow with collective presence at such events like the Seriously Good Food Show in Tauranga; the Great NZ Food show at Mystery Creek in Hamilton; The Auckland Wine Show; The Auckland Seafood Festival and Taste Auckland. “Northland has a truly unique offering with its subtropical climate and some very industrious and talented producers, many who are multi-award-winning,” Templeton says. “There’s a real opportunity to build Northland’s identity as an exciting culinary destination.” The timing could not be better for a true partnership between Northland tourism and the food and wine industries. Both plan to reveal the deeper, authentic experiences of the region that, until now, have perhaps been wondrous secrets…a little too well kept. Northland Inc is Northland’s economic development agency. For further information on the food and beverage industry, contact Sri Krishnamurthi on (09) 438 5110, 027 836 0556 or sri@northlandinc.co.nz.
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