Food & Culture Tourism effort underway

Wisconsin Rural Partners has joined a broad network of partners to plan a statewide Food & Culture Tourism program.

The effort was initiated by the Wisconsin Department of Agriculture, Trade & Consumer Protection in December, 2005 through an invitational event from Secretary Rod Nilsestuen. The objective of the event was to discuss ways to build new markets for, and better promote, Wisconsin's agricultural products. Nearly fifty agencies, organizations, businesses and individuals came together to study "buy local" strategies undertaken in other states and countries, and to review a recent market analysis commissioned by the department in creating a food trail system.

Following a lively brainstorming session, participants agreed to work together to develop two aspects of a statewide initiative that will increase and enhance local markets for all of the great products made in Wisconsin. The first is a statewide Food & Culture Tourism program and the second is a Supply Chain system for identifying, procuring and selling locally-produced foods.

Participants have come together monthly since that initial meeting to begin designing a statewide program. Two working groups meet regularly. Wisconsin Rural Partners is hosting virtual committees through a web site for the working groups to share ideas, documents and other information, and working with the DATCP to provide administrative support for the Food & Culture Tourism Working Group. The Department is also providing support for the Supply Chain Working Group.

Since its beginnings last December, the group has completed a federal grant proposal to develop a pilot project for 2007. Meanwhile, work is underway to develop the statewide infrastructure for a program. Lead organizations include the DATCP for administrative framework, the University of Wisconsin - Extension Center for Community Economic Development for research and education components, the Wisconsin Department of Tourism for marketing, branding and promotion components, and Wisconsin Rural Partners, together with the Wisconsin Agricultural Tourism Association and producer associations, in building networks across the state to help plan and implement the program.

In March, WRP conducted a survey at the Wisconsin Governor's Conference on Tourism Marketplace to poll conference-goers on special products and features of the regions where they live, as well as to gauge interest in participating in a statewide initiative. The response from those surveyed was overwhelmingly positive and supportive of the initiative, and the specific ideas offered by participants will be incorporated into the program's framework.

In brief, the Food & Culture Tourism Group will continue to meet monthly to contribute to the vision and design of the initiative, which contains 4 main elements:

1. Centralized authority for coordination of the initiative
2. Research and education on "buy local" benefits for use by all level audiences
3. Strong branding and promotion that ties in with current State branding and promotion campaigns
4. Network building at the local and regional levels to generate participation in the program

Participation is open to anyone interested. To join the working group, contact Kelly Haverkampf at wirural@tds.net.