DEVELOPING FOOD TOURISM IN

SUFFOLK, ENGLAND: RESOURCES,

STRATEGIES AND CHALLENGES

Laura James

University of Stockholm

laura.james@humangeo.su.se

Introduction

• Overview of findings from research project on food

tourism in Suffolk, England

• Opportunities

• local resources that could be harnessed

• Strategies

• existing policies and initiatives

• Challenges

• food production, distribution, destination development

• Conclusions

• Prospects for developing food tourism

• Lessons for North Jutland?

The Suffolk Coast

• Governance

• New Anglia Local

Enterprise Partnership

• Suffolk County Council

• Local Authorities

• Population

• 1.5 million (LEP)

• 736,000 (Suffolk)

• Mostly rural

Food, Drink and Agriculture

• Employment

• 81,297 (New Anglia LEP, 2010)

• Largest employment sectors in the

region

• Large scale intensive

agriculture

• Almost half of agricultural land used

for wheat and barley

• 20% of UK potatoes, 20% vegetables

and 50% sugar beet

• Small scale niche producers

Tourism • Employment

• 67,697 (New Anglia LEP, 2010)

• 17,231 full time jobs, 34,237 „tourism-related‟ jobs (Suffolk, 2011)

• Total 11.3% of workforce (Suffolk, 2011)

• Visitor numbers (Suffolk, 2011) • Day visitors: 24,808,375

• Staying visitors: 1,787,000

• Overnight stays: 6,525,000

• Type of tourism • Primarily day visitors and short stays

• Couples

• Self catering

• Nature, heritage, seaside, market towns

• Highly seasonal

Food Tourism Ambitions

• Range of drivers • Provenance; extension of season; farm diversification

• Part of wider tourism strategy • Cultural events; attractions; promotion

”The scale and depth of the food, drink and agriculture sector is a tremendous asset to Norfolk and Suffolk. Its strong relationship

with the tourism sector in particular is an important factor in determining how both of those sectors will grow”

(New Anglia LEP, Sector Growth Strategy, 2013)

“Food, especially local produce, is an integral part of the visitor experience, with the ability to buy local produce a key motivation

to visit”

(Suffolk Coast Tourism Strategy 2013-2023)

Research Questions

• What are the opportunities and challenges associated with developing food tourism in Suffolk?

• How do institutional and governance structures impact on the cross sectoral activities?

• What initiatives have been undertaken to develop food tourism?

• Similarities/differences with North Jutland?

Research Methods

• Interviews with: • Policymakers/network (21)

• Producers (20)

• Restaurants/cafes (9)

• Attractions (5)

• Retailers (2)

• Events (7)

• Accommodation (3)

• Analysis of policy documents & marketing material

• Local food profiling of four destinations • Beccles, Southwold, Lowestoft,

Framlingham

• Local food & drink offer in restaurants and retail outlets

Resources (1)

• Established tourism sector • Suffolk Coast DMO

• Extensive local food offer • Many small, quality, niche producers

• Some larger producers

• Wholesalers & retailers • Elveden Food Hub, East of England

Cooperative

• Development role for small producers

• Local food accessible to self catering visitors

Resources (2)

• Food and drink related events

• Food and drink festivals

• Regular farmers‟ markets

• Locally produced food served

• Cafés in particular

• Across the price categories – from

take-away to high end restaurants

• Food related attractions

• Brewery tours, cooking classes,

tastings, dining cruises

Challenges

• Food tourism in Suffolk lacks a focal point

• No Michelin starred restaurants

• No famous local dish

• Linking small producers with food and drink outlets

• Distribution

• Business & marketing skills

• Consistency of supply and quality/qualities

• Fragmented tourism policy landscape

• Visit East Anglia marketing at regional scale (no longer training &

quality control)

• Local DMOs

• Since 2010, less/no public funding, uncertain future

Strategies & Initiatives

• Destination marketing with food • Visible at regional and local level

• Support for food events • Public funding to support food & drink festivals

• Private sector collaboration and sponsorship

• LEADER programme • Diversification and innovation projects

• Supporting small producers

• Producer networking • Suffolk Food Hall (incubator/cluster)

• Young producers group

Conclusions

• Food tourism is a realistic prospect • Builds on regional strengths

• But what kind of food tourism?

• Policy currently focuses on • Extending the season (tourism)

• Diversification & innovation (rural development)

• Branding & marketing

• Events

• Less on localising food chain

• Long-term strategic challenges • Limited funding for promotion/DMOs

• Sectoral silos