This Mini-Assignment is likely to be your highest mark in the course

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This Mini-Assignment is likely to be your highest mark in the course. It is meant to allow you to be creative - it does not require any academic research but rather your use of creativity.

Instructions

Mini-Assignment B: Agricultural Stories, Branding and Local Tourism

Earlier in this course we considered the idea of the types of ‘stories’ are relevant for place-based cultural tourism. Next week you will be thinking about ‘Local Tourism’ in the London area. For the Agriculture and Cuisine story type, and it was noted that:

 “Agriculture and cuisine are not only part of the economic base of a region but can be a part of the region’s brand. Examples include Niagara ice wine, Parma ham, Kyoto pickles, New Zealand lamb and Dragon Well tea. Some agricultural products that form the target for tourism development and promotion include tea, coffee, spice, sugar, wine, beer, cider, chocolate, and rum. Other products, especially in Europe, may be protected under legislation. Examples are Genoese salami, Cornish pasties, olive oils, balsamic vinegar and a wide variety of cheeses. Beyond these individual ingredients, culinary tourism celebrates complex and diverse cuisines and styles of cooking, and is linked to regional and cultural identity. Traditional culinary destinations such as Tuscany, New Orleans and Guangzhou are being joined by destinations such as Peru and Chile whose cultural identities are expressed through their cuisines (Fan, 2013).”

 

Proof Line Farm is located just outside of London, Ontario. This farm offers fresh eggs, beef, and sweet corn as well as raw honey, maple syrup, and other items made locally. They are in the process of building an on-farm creamery to make farm-to-table dairy products, such as butter, gelato, and yogurt, using the milk from their own herd. Traditionally in Ontario, farms have been seen as long-standing family owned businesses passed on from generation to generation, and the stories around them have often reflected this viewpoint. Today farms like Proof Line Farm are working to expand this narrative to include other aspects of farm life, such as land stewardship and sustainability, on-farm food production, and rural community building, with the hopes of creating a new story of the Ontario Farm.

 

STEP 1 - Do TUTORIAL 3 to learn about Proof Line Farm, and other aspects of this assignment.

 

NOTE!

• You need to do NO ACADEMIC RESEARCH for this one!
• The only research you need here is the link noted in Question 1;
• Otherwise - be creative! Think about what you have learned in this course and have fun.

 

Question 1: 

Research online to find farms and/or other agricultural operations that have opened their doors as tourism experiences. These may be they local or international in nature. The site does not need to be academic and no citations or references are required except for the link noted below.

• Provide a very brief description of the place that you found (2-3 sentences) - just an introduction to the place;
• Also provide a ‘link’ to the website for this location (or the information that you found) on a separate line at the bottom.

 

Question 2:

Next, write a one paragraph summary of how this place that you found has marketed itself for the purposes of tourism, and the experience that they provide to the guests that visit there (150 words max).

 

Question 3:

Third, write a one paragraph exploration of how these ideas could be applied to Proof Line Farm in order to create an engaging tourism experience on this farm (150 words max).

 

Question 4:

Finally, as noted in the quote above, agriculture in the context of tourism can become “a part of the region’s brand”. In the tutorial you will find the example of the micro-brewery industry in London and region, and how this grew from a small spark into a vibrant and connected regional brand.

Consider how fresh, farm-to-table dairy products, such as butter and gelato, could position themselves to become the spark for a similar ‘regional branding’ exercise by answering these two sub-questions:

• Write one sentence telling us what unique base product, technique, or cuisine (butter, gelato, a certain flavor, a dish or cuisine based on these) could form the basis of this regional brand?
• How could this spark grow to other agricultural businesses to become a broader ‘regional brand’ in London and the surrounding area - be creative! (150 words max)

 

 

Tutorial 3 - for Mini Assignment B

 

Part 1: Proof Life Farm

Part 1A: Proof Line Farm Presentation

This is a slide presentation on Proof Line Farm - this will be very helpful to you as it has maps to show the location of the farm, plans for the store, and other excellent details such as images of the animals and farm itself.

• SLIDES 1-11: These slides show images (just images to inspire you) of the farm and it's animals - take a look at these images to give you an impression of what they have to work with on this farm;
• SLIDES 12-16: These slides show plans and early construction of a proposed 'store' they will add, that will be at the heart of your tourism proposal for the farm;

Give this a careful review and use what you need in making your own plans!

 

Part 1B: The Proof Line Farm Website

Now that you have been introduced to the farm - take some time to explore their website to learn a bit more...

https://www.prooflinefarm.ca/

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Part 2: An Example To Get You Thinking

Part 2 will take you on a bit of a tour of Craft Breweries in Ontario - their history and an example.

NOTE: This is only to be used as an EXAMPLE of how a product can form the basis of a regional brand, and what steps the companies take to get there.

If you are struggling to understand the question of how to grow an industry in a way that makes it regional in nature, and yet also small and unique business to business - this part will give you some ideas.

 

Part 2A - A History of Craft Brewing in Ontario: Part 1

https://winesinniagara.com/2021/07/the-history-of-craft-beer-in-ontario-part-i/

Part 2B - A History of Craft Brewing in Ontario: Part 2

https://winesinniagara.com/2021/07/the-history-of-craft-beer-in-canada-part-ii/

 

Part 2C - A Case Study on the individual business level within this regional network: Oast House in the Niagara Region

https://winesinniagara.com/2020/11/oast-house-brewers-leaders-of-niagara-brewings-second-wave/___________________________________________________________________________________________

End of Tutorial