Food Tourism
Development Plan
Queensland’s Multicultural Food Capital
Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 2 Capital
Disclaimer The information contained in this Plan is intended only to inform and should not be relied upon for future investment or other decisions. It is expected that any investment decisions made using these specific recommendations will be fully analysed, with appropriate due diligence undertaken. In the preparation of this document, recommendations have been made using information and assumptions provided by many sources and from the methodology adopted for this report. The authors, and Logan City Council, accept no responsibility or liability for any errors, omissions or resultant consequences, including any loss or damage arising from reliance on the information contained in this report.
It should also be noted that any data presented in this report for the region is an approximation of the administrative boundaries of the various local government areas. Definitions can vary between data sources and, over time, the data should be used with caution. The data has been sourced largely from National and International Visitor Surveys, ABS data and local data sources compiled and analysed by Regionality Pty Ltd on behalf of Logan City Council.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 3 Capital
Table of Contents
Setting the Scene 4
Why will the City of Logan thrive as Queensland’s Multicultural Food Capital? 5
Three key reasons to focus on food tourism in this culturally diverse community: 6
The Destination Management Perspective 7
Key tourism and economic factors to consider 7
How will the City of Logan evolve as Queensland’s Multicultural Food Capital? 9
Re-crafting the Message 10
The Logan Food Story Framework 11
Facilitating Strategic Intervention v Organic Growth 12
Investing in Leadership and Building Capacity 13
Strategic Action Plan 14
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 4 Capital
Setting the Scene
“Regardless of their destination, activity, demographic, mindset or motivation for travel, all visitors eat and drink. The key is to create the link between the restaurant table and the cellar door or farm gate; transforming wine and food from merely “fuel” to an experience that reaches into and reflects the culture of its locality – its sense of place” National Wine & Food Tourism Strategy 2011 – 2020
Australia’s evolution as an international tourism destination was brought into sharp focus in 1984 by Paul Hogan as he ‘slipped another shrimp on the barbie’ and invited the world to come and ‘say G’day’. While this was never meant to be a food tourism campaign, it was an example of the casual way of life of the Australian people, the stunning locations and landscapes and the abundance of fresh produce combined to portray Australia and the quintessential lifestyle as an idyllic holiday destination.
The appeal of Australia as a tourism destination in 2020, is still centred on our lifestyle and landscape, with food and beverage now the highest expenditure item by visitors across all categories, our diverse food offering is now becoming the core of our visitor appeal. Many regions celebrate their unique offering through food and drink experiences. Quite simply, food allows Australian regions to share their culture and their story as a unique expression of their people, place and produce; making food and drink a fundamental expression of how we differentiate our offering and celebrate our differences through the one thing we all do… eat and drink.
Whilst Australian tourism has in recent years focused on promoting authentic food experiences, it has not always been the case. Our focus as a country has never been on sharing food culture. Our culinary traditions have never been seen as our strength, yet we produce some of the best food and beverage in the world. While Aboriginal Australians have had millennia of food culture, these traditions and native ingredients have largely been ignored and only now are we rediscovering the value of our native food. We have struggled to identify with any one type of food, instead our food culture is eclectic, infused with flavours and traditions from hundreds of cultures from around the globe. Whilst this may present a challenge, it is also our great strength. Our diversity of high quality produce and global cultural influences have created a fusion of flavours, inspired by food innovators at every level. Australia now boasts some of the most dynamic and interesting food offerings of any country, largely inspired by a grass roots multicultural food movement.
The real focus on food tourism in Australia began in earnest a decade ago, with the National Wine and Food Tourism Strategy launched in 2011 and then the launch of the highly successful Restaurant Australia campaign by Tourism Australia. Since then, many cities and regions have focused effort on developing and marketing visitor experiences based on the provenance of their produce and the quality of their food and beverage offering. While mature food and wine tourism states like South Australia and Victoria have shone through this decade, Queensland has struggled to position itself in the food tourism space, largely because of the diversity from north to south and coast to outback. It now integrates food tourism as part of its messaging around Queensland lifestyle.
Whilst Australia has been struggling with its food identity, the consumers’ obsession with food has grown exponentially, not just at home, but particularly while on holiday. Food and beverage has continued to be the highest expenditure item on all visitor segments and continues to rate as one of the key determinates of destination choice by international visitors. All visitors eat and drink, increasingly they preference destinations with great food and beverage options and experiences on offer. Australia’s challenge was not just how to communicate the diversity of the food offering, but how to develop and deliver these experiences in a way that made them authentically Australian.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 5 Capital
Why will the City of Logan thrive as Queensland’s Multicultural Food Capital?
Let’s start with why the focus on food tourism for the City of Logan
While Logan may seem an unlikely food tourism destination, the opportunity to develop food experiences has been identified in the Culinary Tourism Pilot Project Report completed in 2016 and the Logan Destination Management Plan (DMP) completed in 2018.
The DMP identifies the medium to long term need to build overnight visitation, however the Logan City Council (LCC) area has several advantages that position it particularly to benefit from the anticipated growth in tourism in Brisbane and the Gold Coast regions. While other regions may struggle to attract international visitors, Logan is well placed to attract international visitors as part of the Greater Brisbane Region and as a day trip offering from the Gold Coast. Significantly, both the Gold Coast and Brisbane airports are forecast to grow in terms of both domestic and international visitor arrivals in the next five to ten years. In addition, airport capacity, anticipated increases in cruise ship arrival and expanded tourism precincts in Brisbane targeting high value travellers, all contribute to the opportunity for Logan, particularly in day trip visitation. Visiting Friends and Relatives (VFR) has also been identified as another key source of both domestic and international visitors.
“Over the next 5-10 years, Logan will become a vibrant visitor destination, focused on offering a mixture of sporting, cultural and leisure-based experiences which will drive greater local employment, improved community amenities, and a strong market position all supported by new investment”
Logan Destination Management Plan 2018 – 2022
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 6 Capital
Three key reasons to focus on food tourism in this culturally diverse community:
1. Food can become a common bond in a culturally diverse community.
The city’s cultural diversity provides a unique opportunity to position Logan as a multicultural food destination. Logan’s cultural diversity is beyond compare in Australia. With more than 217 ethnicities proudly calling the City of Logan their home, in terms of the mix of cultures and cuisines in this region, Logan’s food diversity is more comparable to New York or London. The Global Food Markets is an example of cultural diversity coming together to create an extraordinary offering;
2. Food tourism can be an economic driver.
It can enable people from diverse cultures to engage in a range of enterprises from primary production, to food value adding, food service and food experiences, as the sector grows and develops. It provides an opportunity for many different people to create or work in a business that shares and celebrates their own unique food traditions while helping to establish Logan as a vibrant multicultural food tourism destination; and
3. Food tourism can play a pivotal role in changing how people perceive the City of Logan.
People will travel to experience great food. Given food’s broad consumer appeal, developing and positioning the City of Logan and its community as a multicultural food hotspot will help change both internal and external perceptions and redefine the identity of the community and the City as a whole.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 7 Capital
The Destination Management Perspective
There are several key factors influencing the focus on food tourism, from a destination management perspective:
1. It has broad appeal to domestic and international visitors.
2. It provides an opportunity for authentic product and experience development that reflects the local culture.
3. Eating out and expenditure on food and beverage continues to out rank other activities of both Australian domestic and international visitors, the focus on food tourism allows the region to leverage these key visitor economy drivers.
4. The ethnic diversity within the LCC area has the potential to create a truly global food experience in the city, using the best of local and Queensland produce.
5. This multicultural food tourism provides a platform for LCC to develop its offering to meet growing demand for unique experiences for the millions of day trip visitors dispersing within Queensland’s South East, and in turn, grow the local visitor economy.
The Food Tourism Development Plan will act as a catalyst, providing broader social and economic benefits across the City of Logan and well beyond the tourism sector.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 8 Capital
Key tourism and economic factors to consider
- More than three quarters of current visitation to Logan comes in the form of day trip visitors;
- Visitors are currently coming to Logan: o For leisure or holiday; o For events or business; o To visit friends and relatives; or o For education.
- The medium to long term focus to grow the visitor economy through increasing overnight stay;
- Logan’s food tourism development has great potential, however its current development is best described as embryonic;
- As one of Australia’s fastest growing outer-suburb local government areas, Logan’s population is forecast to grow significantly over the next decade;
- Agricultural production focuses on market gardens, protected agriculture and urban farms rather than broad acre farming;
- Food and drink manufacturing has strong growth potential with access to existing industrial precincts and new developments; and
- A culturally diverse community provides opportunity for distinctive product and experience development. The Global Food Markets is an excellent example of this potential.
One of the key challenges for growth in overnight visitation for the City, is the limited availability of commercial accommodation. The medium to long term focus of the DMP is to attract new investment in accommodation, however from a food tourism perspective the short term priority will be to establish Logan’s reputation for food experiences. This priority is best achieved by tapping into the significant opportunity driven by the large day trip market in South East Queensland. As the offering grows in quality and quantity, so too will the visitors’ desire to stay longer and experience more.
This plan will focus the short term opportunities to develop the City of Logan’s culinary tourism credentials by establishing a multicultural food movement that appeals to locals and visitors, and can be experienced through markets, events and day trips.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 9 Capital
Playing to your strengths - leverage your locals
How will the City of Logan evolve as Queensland’s Multicultural Food Capital?
While many regions are integrating food tourism into their offering, the key to success in developing food tourism is twofold;
A. Playing to your strengths; and B. Delivering what the customer wants.
With growing trends in provenance and authenticity of experience, Logan will need to reflect on how it wants to be positioned by contrast to the culinary offering from its well established neighbours in Brisbane, the Gold Coast, and to a lesser extent, Scenic Rim. Logan in itself is unlikely to be a standout destination in the short term. Given its limitations in relation to accommodation, Logan’s short to medium term focus for food tourism should revolve around three focused opportunities:
1. Leveraging Logan’s locals to attract Visiting Friends and Relatives (VFR)
Given the increase in the VFR segment into Queensland in 2018, this certainly presents a growing opportunity to leverage the locals who will attract visitors from around the globe. LCC’s rapid urban development is forecast to continue, this will only increase the opportunity to connect with locals to expand visitation from the VFR segment. Whilst the VFR traveller may not spend money on accommodation, the NVS and IVS data tells us they do spend money on food and beverages and given their connection to local community members, they are likely to spread the tourism dollar into a broader cross section of local businesses.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 10 Capital
2. Capitalising on Logan’s location as part of the Greater Brisbane and the Gold Coast regions to grow the number and value of day trip visitation
Similarly, the opportunity to attract day trip visitors from the Greater Brisbane region and the Gold Coast is also significant, providing the offering can be developed to present a unique and compelling value proposition. Logan certainly has the opportunity for some food production and agritourism, however it will not be a focus of its food tourism offering like its neighbour in the Scenic Rim.
If Logan is to play to its strengths, it will need to focus on its location in SEQ and its unique culture and people and their incredible ethnic diversity. The provenance of the produce is important, however the core focus of provenance is regional, as produce can be from Logan, its adjacent LGA’s and the broader south-east Queensland region. The story of provenance will emerge from the recipes and the authentic ingredients, some of which may be grown locally to recreate dishes from around the world.
The appeal for day trip visitors would stem from the authentic immersion experiences that enable the culturally diverse stories to be the hero in the Logan food experience.
The Global Food Market experience is core to this offering, with potential to further develop the experience each Sunday, working with the market community as an incubator for developing multicultural food products and experiences.
3. Increasing the focus on developing events and recreation activity
The DMP identifies leisure, recreation and events as significant opportunities to grow tourism. Food can play a pivotal part in enhancing all events. In addition to playing a support role, food can also be the star of the show, when it comes to events. While there are a number of food events like Eats and Beats and various markets that include food, the focus should be on supporting different cultural groups to celebrate and feature their food traditions through an array of community cultural events throughout the year and to develop a hallmark food event that brings together the culturally diverse offering in one annual multicultural celebration of food and stories.
Delivering what customers want
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 11 Capital
Re-crafting the Message
The focus on product and experience development is critical. It is also vital that the narrative relating to Logan is changed both from within the community and beyond the LGA. The Logan Food Story Framework is designed to structure how locals tell their story in a way that allows each individual to be authentic, celebrating their diversity, yet presenting a united and compelling narrative that positions Logan as Queensland’s Multicultural Food Capital.
The Logan Food Story Framework As discussed above, Logan has a number of attributes that have potential to develop into unique food experiences. Using the framework of people, place and produce we have created a unique story telling framework, to authentically reflect these attributes.
People
Logan has an eclectic and incredibly vibrant culturally diverse community drawn from all corners of the globe, now calling Logan home. To describe Logan as ethnically diverse is an understatement, more than 200 cultures and ethnicities reside in this unassuming community, making it perhaps one of the most ethnically diverse places on Logan’s Food Story – Surprising and the planet. Indeed, Logan’s cultural diversity rate it up delightfully different there with iconic multicultural cities such as London,
Amsterdam, New York and Sydney. An incredibly rich feast for the senses to absorb, with produce, flavours, aromas and
characters from around the globe Place converging on the back streets, markets and the most unlikely places.
Behind the facade of an urban and industrial landscape Logan’s story is one of discovery with lies an expansive and abundant rural and natural stunning contrasts in colour, tastes, landscape that stretches to the Great Dividing Range. landscape, and cultures - it is truly Queensland’s undiscovered multicultural foodie hot spot.
Produce Logan’s food story is surprising and delightfully different. A diversity of fresh produce is quietly grown in small scale market gardens and urban agriculture in backyards, where 217 ethnic communities from around the globe are celebrating their food traditions by growing an incredible diversity of produce and creating ingredients with colours and flavours seldom seen in mainstream shops and markets.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 12 Capital
Facilitating Strategic Intervention v Organic Growth
Why not allow food tourism to develop on its own?
Allowing food tourism to grow organically may achieve the desired result of establishing Logan as Queensland’s multicultural food hub over the long term. However, despite its potential, Logan is not widely known as a tourism destination in its own right, nor is it known for its food. It is therefore unlikely to reach its full potential in the short to medium term without some level of strategic intervention. Logan Office of Economic Development (LOED) within Council, can lead innovation in establishing the sector through targeted economic development programs, focusing effort to support innovation and making it easier for micro and small enterprises to establish.
If multicultural food is to become a defining feature of Logan’s tourism offering, strategic intervention is critical. Logan faces two significant challenges in developing its food tourism offering successfully.
The first is to overcome perceptions and culture. Both in terms of Logan’s external reputation based on socioeconomic factors; and internal factors relating to the Logan community’s own perceptions and food culture. This is a big picture long term challenge for the city as a whole.
In terms of tourism however, there are already many visitors attracted to the region who are focused on their reason for travel rather than Logan’s reputation. As discussed earlier, Logan has a locational advantage that could be leveraged further by developing closer links to the Greater Brisbane and Gold Coast regions. The internal perceptions and food culture is challenging but with a holistic approach, has the potential to generate social and economic benefits that could ultimately help overcome the external perceptions and help to redefine how Logan is perceived in general.
The second challenge is to ensure effort and investment is applied across a range of departments within LCC. While the responsibility to assist businesses to innovate and grow sits within LOED, the policy and program focus needs to interact with other departments that have responsibility for other relevant programs such as City Brand; Community and Cultural Development; Food Safety, Land Use Planning; Parks and Recreation Services; Facilities Management and many others.
Beyond the tourism and economic outcome, the flow on effect of successfully developing a multicultural food tourism sector, from a social and cultural perspective cannot be understated. Strategic intervention needs to be delivered in a way that taps into the food tourism opportunity and delivers high quality and authentic food experiences to visitors. This requires focus and effort across a range of strategic interventions that aim to overcome challenges and to create a supportive entrepreneurial environment. These changes will make it simpler for innovative food and food tourism businesses and start-ups to flourish.
Our aim is to ensure that Logan becomes renowned as Queensland’s multicultural food capital. This plan sets out a road map to guide LCC’s policy and program of strategic intervention initiatives, so that the Logan community can be assisted to develop an authentic and culturally diverse food movement and food tourism offering over the short to medium term.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food 13 Capital
Investing in Leadership and Building Capacity
Industry engagement and leadership is critical, however in the short term LCC needs to take a leadership role in establishing the concepts and supporting the growth and development of this embryonic culturally and linguistically diverse sector. Growth will need to come through programs and activities that build capacity of entrepreneurs and networks of businesses who understand the value of collaboration.
Concurrent focus on removing barriers as they arise will require ongoing interdepartmental collaboration and communication within LCC and is likely to involve state and federal government agencies; the community and business groups. The plan has been broadly set out to focus on three key objectives. We will:
1. Nurture the development of a local food culture that brings the community together through a celebration of local, seasonal and culturally diverse food;
2. Build a strong culture of collaboration and innovation and develop connections between the agri- food, culinary and tourism sectors through the establishment of an industry driven food industry collective; and
3. Develop Logan to become Queensland’s Multicultural Food Capital.
Focus Area A Focus Area B Focus Area C
LCC Strategic Initiatives are Agri-Food Sector Tourism Sector broken into sub lists relating to Development; Development. various departments within LCC who are involved in programs dealing with people, places and events. People focuses on activities relating to Community and Cultural teams; Places focuses on activities relating to Place Making, Strategic Planning, Parks and Gardens teams; and Events focuses on activities relating to the Events team.
NOTE: While LOED has strategic oversight for this Plan, collaboration and co-delivery with other departments within LCC is essential.
This collaboration will largely occur within items listed in Focus Area A.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food Capital 14
Strategic Action Plan
Our aim is to Establish the City of Logan as Queensland’s Multicultural Food Capital by 2025
To achieve our aim we will focus on three core strategies:
Strategy 1. To nurture the development of local food culture that brings the community together through a celebration of local, seasonal and culturally diverse food;
Strategy 2: To drive business growth and development by creating a culture of collaboration and innovation that develops strong connections between the agri-food, culinary and tourism sectors; and
Strategy 3: To change the narrative of locals and visitors so they share the story of Logan as Queensland’s Multicultural Food Capital.
The tables that follow provide a series of actions that align with a range of LCC, state and national plans. While the overall plan is the responsibility of LOED, the implementation of a number of actions requires collaboration and joint delivery by a range of LCC departments.
Timeframes listed in actions are indicative, as implementation will be prioritised based on the availability of resources.
To nurture the development of local food culture that brings the community together through a celebration of local, seasonal and culturally diverse food
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food Capital 15
Strategy 1. To nurture the development of local food culture that brings the community together through a celebration of local, seasonal and culturally diverse food.
Focus Area Action Timeframe Alignment
A. 1. Establish a Multicultural Community Food Network Short Food Ambassador campaign. LCC strategic (MCFN) to guide how to best involve the Logan Culinary Tourism Pilot initiatives community in program development and delivery Program Report. (People, Logan DMP. 2. Establish community programs focused on Community and Medium Brisbane Destination Tourism developing a shared Logan Food Story by Cultural) Plan 2014-2020 (Brisbane DTP celebrating cultural diversity through sharing 2014-2020): Logan City - Grow different food traditions: & attract events that will support o Capture and share multicultural food stories investment in new products & that reflect the Logan Food Story Framework accommodation, leveraging the and region’s access, transport and 3. Support grassroots community movements that Ongoing multicultural community educate and raise awareness of food cultures and Visitor Economy 2031: Vision for traditions the Brisbane Region.
4. Enable public places where food diversity can Ongoing Community Gardens: (Places and flourish: Crestmead, Eagleby, Elm Park, Planning) o Identify new areas for community gardens and Hyperdome, Jimboomba, expand existing ones for cooking and food Kingston East, Yarrabilba. sharing spaces to support gatherings and knowledge sharing; LCC Community Gardens Policy
o Investigate support for food plantings on
verges; and
o Review LCC Community Gardens policy to enable residents to use verges adjacent to their property.
5. Investigate and identify appropriate sites in the city (i.e. not located within a low density residential Short area) that are suitable for uses such as market gardens to support ‘urban farming’ such as: o Significantly flood affected areas not suitable for development; or
o Infrastructure corridors or future development sites.
6. Investigate potential incentives or amendments to the scheme to facilitate this where appropriate. Ongoing
7. Support the development of community events and Ongoing LCC Events Strategy. (Events and gatherings that enable cultural groups to showcase Beenleigh State High School Marketing) and share their recipes, stories and food: (SHS) Paddock to Plated event. o Support different cultural groups to celebrate Brisbane DTP 2014-2020: and feature their food traditions through an Logan City - Grow & attract array of community cultural events throughout events that will support the year; and investment in new products & accommodation, leveraging the o Develop a hallmark food event that brings region’s access, transport and together the culturally diverse offering in one multicultural community. annual multicultural celebration of food and Visitor Economy 2031: Vision for stories. the Brisbane Region.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food Capital 16
Focus Area Action Timeframe Alignment
B. 8. Provide a strategic support program to assist Ongoing Schools: Ag Programs at Agri-Food Sector existing and new entrepreneurs in the agri food Beenleigh SHS, Canterbury & (LOED and sector; Kimberley Colleges. Planning) Qld Gov. Craft Brewing 9. Support growth in craft brewing and distilling sector Short Strategy: by implementing Qld Govt Strategy; and - Investing in people and 10. Consider a planning scheme and regulatory infrastructure (quality products, amendments to support small scale Artisan supply chain development and Distillery developments such as changing Short skills). “Distillery” from special industry to ensure that is not impact assessable in all zones. C. 11. Work with MCFN to support potential Ongoing Logan DMP Tourism Sector entrepreneurs to develop their knowledge and Brisbane DTP 2014-2020: (LOED and ideas through pilot and incubator programs to grow Logan City - Grow & attract Planning) the food experience sector (LOED); events that will support investment in new products & o Pilot a multicultural food in tourism accommodation, leveraging the development program to recruit a culturally region’s access, transport and diverse cohort to develop their business multicultural community. concepts and assist with start-up barriers;
Gateway to Industry Schools: o Pilot a walking tour of multicultural community (Food, Wine & Tourism) and market gardens, to learn about the Flagstone State Community & produce and include a visit to café’s that utilise Jimboomba Trinity Colleges; local produce; and Beenleigh, Bahrs Scrub,
o Marsden SHS’s Pilot a walking tour with a cultural theme to TAFE Qld: Loganlea: learn about a traditional recipe or ethnic food. Hospitality and Events; 12. Investigate incentives and concessions to enable Short – new and expanding food tourism and agri-tourism medium Qld Gov - Advancing Tourism ventures to afford and comply with LCC’s planning 2016-2020: Competitive and development requirements; and advantages; and
13. Consider incentives and scheme amendments that Short - Qld Restaurant & Caterers would encourage culturally diverse and immersive medium Assoc: Trends in Ingredients & food businesses and food tourism experiences to Experiences; and cluster in identified zones and strategic locations Think Local Buy Local throughout the city. Campaign.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food Capital 17
Strategy 2: To drive business growth and development by creating a culture of collaboration and innovation that develop strong connections between the agri-food, culinary and tourism sectors.
Focus Area Action Timeframe Alignment
A. 14. Engage with leaders from across the agri-food and Short Food Ambassador campaign. LCC strategic tourism-hospitality sectors to encourage industry Ongoing Logan Culinary Tourism Pilot initiatives networking and to work alongside LCC to achieve Program Report. (People, the plans aim by 2025: Logan DMP. Community and Brisbane DTP 2014-2020: o Host a series of gatherings to foster B2B Cultural) Logan City trading, to showcase fresh and value-added
food and drink: Logan Food Capability Guide. ▪ Provide facilitation to assist businesses to
bundle, package and cluster to provide Advancing Tourism (Young enhanced multicultural food tourism Tourism Leaders Program) experiences and offerings for locals and + Skilled workforce and visitors. business capabilities, o Create information resources and provide - Industry Collaboration support for businesses to help them engage in delivering on the 2025 vision such as: Qld Gov. Craft Brewing Strategy. ▪ Information and programs to help them develop a multicultural food experience Tourism Australia Corporate e.g. dinners, tours, cooking classes or Plan: event pop ups; and - Commercial Partnerships;
▪ Provide assistance to develop their - Industry Engagement.
authentic Logan Food Story content to
help them participate and promote NFF Towards 2030:
multicultural food tourism offerings. Understanding the future
customer, food provenance Medium 15. Ensure LCC policies and regulations that support LCC Events Strategy 2019 Ongoing culturally diverse business innovation and the micro-business start-up environment are in place:
o LCC to promote Eat Safe Logan to industry and consumers to support high standards of Eat Safe Logan program. food safety and work collaboratively with Small Business Expo Logan individual food operators to achieve their highest star rating in the Eat Safe Logan program.
(Places) 16. Identify areas of public and private land suitable for Short LCC Community Gardens leasing as small scale market garden development. Ongoing Policy
17. Identify council owned commercial kitchens with Eat Safe Logan program. spare capacity that can be used for incubator kitchens:
o Investigate best practice models for the leasing of these spaces. (Events) 18. Encourage business/industry in consultation with Medium LCC Events Strategy. LCC’s Community team to develop event activities Ongoing Brisbane DTP 2014-2020: that support and expand on the Multicultural Food Logan City Festival program (Ref action 7).
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food Capital 18
Focus Area Action Timeframe Alignment
B. 19. Establish a multicultural food innovation incubator Short Agri-Food Sector in collaboration with Global Food Markets (GFM); Eat Safe Logan program (LOED, Events and o Encourage stall holders to innovate and grow Ongoing Marketing) their business; and o Assist new food innovators to use the GFM to establish a customer base and for market research. 20. Feature and showcase businesses demonstrating Medium Logan Food Capability Guide commitment to the 2025 aim and South east Ongoing Queensland (SEQ) provenance: National Farmers’ Federation (NFF) Towards 2030: o Working with other Local Government Areas in Understanding the future SEQ, investigate the most suitable option for a customer, food provenance provenance and accreditation framework to
encourage B2B trade within SEQ;
o Use the provenance & accreditation framework to collect and maintain data on seasonal produce supply and demand to encourage businesses to source and sell regionally; and
o Support the development of a meet the maker/grower networking event series.
21. Investigate the feasibility of developing an agri-food Medium industry buying network to encourage SEQ sourcing and to expand production and regional distribution. C. 22. Improve the knowledge and capacity of the Short and Food Ambassador campaign. Tourism Sector hospitality sector to engage in and deliver on the ongoing Logan Culinary Tourism Pilot (LOED and Events 2025 aim: Program Report. and Marketing) o Engage with local chef’s/hospitality sector to Logan DMP. upskill and educate on the 2025 aim and Logan Food Capability Guide. support them to participate in relevant actions LCC Events Strategy 2019. such as multicultural storytelling, regional Medium and sourcing and provenance; and ongoing Advancing Tourism (Young Tourism Leaders Program) o Engage and where possible partner with + Skilled workforce and training providers to ensure new and existing business capabilities p8, tourism and hospitality staff are trained to Medium and - Industry Collaboration understand the 2025 aim and are advised on ongoing Qld Gov. Craft Brewing concepts such as the Multicultural Logan Food Strategy. Story, regional sourcing and provenance. Tourism Australia Corporate 23. Establish an awards program for individual staff Plan: and businesses who are delivering on the 2025 - Commercial Partnerships aim by: Medium and - Industry Engagement o Engaging in the actions in this plan: ongoing o Delivering quality multicultural food products NFF Towards 2030: and experiences; and Understanding the future o Working collaboratively with other value chain customer, food provenance business to feature SEQ regional produce. Visitor Economy 2031: Vision 24. Create feature stories and case studies based on for the Brisbane Region. award recipients.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food Capital 19 Strategy 3: To change the narrative of locals and visitors so they share the story of Logan as Queensland’s Multicultural Food Capital.
Focus Area Action Timeframe Alignment
A. 25. Commission a food brand and marketing strategy Short Food Ambassador campaign. LCC strategic that reflects the authentic multicultural identity of Logan Culinary Tourism Pilot initiatives Logan: Program Report. (People, Community Logan DMP. o Align with Logan story telling framework in this and Cultural) Brisbane DTP 2014-2020: plan. Logan City. 26. Develop a food champions program to build internal Short – Visitor Economy 2031: Vision and external awareness of Logan’s multicultural food ongoing for the Brisbane Region. heroes and innovators: Logan Food Capability Guide.
o Advancing Tourism (Young Utilise case studies and proactive enterprises demonstrating commitment to the 2025 aim as Tourism Leaders Program) exemplars: + Skilled workforce and business capabilities p8, o Enlist the support of these exemplars to educate - Industry Collaboration other industry and community members through QLD Gov. Craft Brewing informal industry and community networking Strategy. events; and Tourism Australia Corporate
o Review and refine the Logan’s Food Plan: Ambassador program to highlight new people, - Commercial Partnerships places and produce. - Industry Engagement
(Places) 27. Identify areas suitable for culturally diverse food Medium LCC Community Gardens LOED and Planning precincts throughout the City of Logan and Policy. incentivise the establishment of authentic food clusters. Eat Safe Logan program.
(Events) 28. Develop an annual schedule of Culturally Diverse Ongoing Logan Culinary Tourism Pilot Food Events: Program Report. o Create a hallmark multicultural food event Logan DMP. (Ref Action 7); and Brisbane DTP 2014-2020. LCC Events Strategy 2019. o Create a series of guidelines and resources Logan Live Well program. to assist event venue/operators to market
their multicultural food event in line with the Logan story telling framework and brand.
A. 29. Build capacity of participating businesses in the agri- Medium - Agri-Food Sector food sector to tell authentic stories in line with the ongoing NFF Towards 2030: Logan story telling framework and brand: Understanding the future customer, food provenance o Create a story telling framework to assist
participating businesses to craft their message. Visitor Economy 2031: Vision
for the Brisbane Region.
C. 30. Build capacity of participating businesses in the Short - Logan DMP Tourism Sector tourism - hospitality sector to tell authentic stories in ongoing TEQ Strategic Plan 2018- line with the Logan story telling framework and Medium 2022: Convert high value brand: travellers from priority markets.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056 Food Tourism Development Plan 2020 – 2025. Queensland’s Multicultural Food Capital 20
Focus Area Action Timeframe Alignment
o Support story telling initiatives on menus; and Medium Visitor Economy 2031: Vision Ongoing for the Brisbane Region. o Develop the provenance story to reflect the
culture (person + story), rather than the produce Advancing Tourism (Young
grown. Tourism Leaders Program) Medium + Skilled workforce and
31. Develop the GFM as the hero food experience and business capabilities, Long hub for culturally diverse food experience - Industry Collaboration
development: Ongoing Brisbane DTP 2014-2020: o Support stall holders to engage in story telling by Leverage the destination trialling food multicultural experiences in and advantage with improved around the weekly GFM activities. visitor experiences. 32. Develop seasonal and cultural food trail program and Visitor Economy 2031: Vision investigate multilingual wayfinding resources. for the Brisbane Region. SEQ Food Trails. 33. Bring food identities to Logan that align with brand values and leverage to raise the city profile.
PO Box 1899, Kingscliff NSW 2487 [email protected] (02) 6674 1056