We’ve talked the Walk, We’ve covered the Stay, We’ve learnt about Marketing and Storytelling… now let’s workshop Food !

And what better person to lead us through this workshop, than Sarah Meikle.

Sarah is the Principal of Food + Drink New Zealand and founder and director of All India Permit Tours. She brings a wealth of experience working in the world of food, drinks, events and tourism to the table.

This workshop will be an amazing opportunity to have Sarah’s expert eye look over our agritourism offerings. We will learn about and discuss our regional food potential. Sarah will share her experience and thoughts as a tourism expert and tour operator herself.

Workshop Format: Agritourism & Food – Building a Delicious Future

Total Duration: 4 hours (including a 1-hour lunch)

🕰️ 9:45 – 10:15 | Welcome & Scene-Setting

Sarah introduction and brief overview of the workshop purpose and outcomes.

🕰️ 10:15 – 11:00 | Session 1: Who Wants What We Have to Offer?

Presentation:
- Key trends and stats in food tourism – NZ and global context.
- Who are our customers? Motivations, and emerging trends (sustainability, provenance, experiential dining, etc.).
- Macro food themes shaping demand: sustainability, farm-to-table, foraging, wellbeing, interactive experiences.
Discussion prompts:
- How do these trends and themes resonate with your own experiences?
- What are your customers looking for?

🕰️ 11:00 – 11:30 | Session 2: What is Our USP and Do We Even Need One?

Facilitator commentary:
- Do we need a unique food offering if we’re already offering “stay, play, learn”?
- Can food be the entire experience, or is it complementary?
- Examples from NZ and abroad: food-only vs. blended experiences.
Interactive group discussion:
- Identify your unique selling points – even if you’re not primarily “food-based,” where does food fit in your story?
- Should you follow the trends, or set your own?

🕰️11:30 – 12:00 | Session 3: Delivering a Great Experience

Presentation and commentary:
- Examples of “great” regional food experiences – NZ and abroad (Sarah shares stories).
- Key ingredients for a memorable food experience – authenticity, storytelling, quality, simplicity.
- “Meat and three veg? That’s ok!” – how to elevate familiar experiences to feel unique and welcoming.
Activity:
- In pairs or small groups, brainstorm a food journey or experience that feels authentic to you.

🥗 12:00 – 1:00 | Lunch Break (1 hour)

Enjoy local produce or a simple meal that reflects the region.
Informal networking and sharing of food stories.

🕰️ 1:00 – 2:00 | Session 4: Marketing Our Agritourism Food Story

Presentation and commentary:
- Key tips for telling your food story – authenticity, local pride, the human element.
- Tips and tricks to stand out – simplicity, consistency, and clear messaging.
Activity:
- Craft 1-2 marketing messages for your food offering (or your broader agritourism story).

🕰️ 2:00 – 2:30 | Wrap-up & Next Steps

Tickets must be purchased by FRIDAY 13th JUNE 2025

We have to meet minimum numbers to be able to run this event

Full Refunds will be made in the event we don't meet minimum numbers

Agritourism & Food – Building a Delicious Future

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General Admission ticket