What We Do
Leveraging PEI Brand
Regardless of goals, sector, product, or organization, food industry stakeholders understand the value that a strong PEI food brand brings to their bottom line. Growing recognition of PEI’s emerging reputation as a food brand and destination – fostered by alignment of food and tourism interests – is reinforcing the valuable connection between product and place. The Food Island Partnership will be the coordinating agent focused on four distinctive levels of branding: the Canada brand; the PEI brand; food commodity brands; and corporate brands. Linking experiences, festivals, food tourism, product demonstrations, and the celebration of product, place and people into a branding strategy will be a key focus of the Food Island Partnership.
For more information on what Food Island Partnership's Food Tourism Activities can do for your product contact Kent Thompson today.
PROJECT EXAMPLE 1
Certified Island Beef Brand
Prince Edward Island Certified Beef is a premium beef brand that is uniquely “Island”. All animals sold under the brand must be born, raised and processed on Prince Edward Island. The brand returns premium prices to Island cattle producers and help solidify Prince Edward’s foothold in the niche market of premium beef. At present over 82 cow calf and feedlot producers contribute to the brand.
The objective of this project is to develop and maintain the momentum for the Prince Edward Island Certified Beef Brand that leads to an increased premium for producers and increased demand for product. Measurements of success are concurrent yearly statistics of premium dollars earned, number of cattle sold annually, market awareness of the brand, number of participating distributors and cattle producers.
PROJECT EXAMPLE 2
The Prince Edward Island Fall Flavours Festival is a month long culinary celebration highlighting authentic Island tastes and traditions and takes place during September in communities across Prince Edward Island. The Festival features a variety of acclaimed guest chefs hosting a wide range of unique culinary experiences.
The Food Island Partnership is the marketing umbrella for the overall Festival with Industry Associations (such as the Regional Tourism Associations and others) carrying out the events.
The Food Island Partnership looks to continue its relationship with the celebrity chefs that will be attending Fall Flavours; some of these have included: Chef’s Mark McEwan, Corbin Tomaszeski, Anna Olson, Chuck Hughes and Lynn Crawford as well as others. Currently there are approximately twelve Signature events where we would again like celebrities to attend.
The goal of Fall Flavours is to see continued sustainable growth and strive to be the gold standard in the food festival segment. Intrinsic within this is: exposure of rural PEI to visitors, a contribution to hotel/accommodation occupancy rates, promotion of PEI as a primary culinary destination and to generate awareness of PEI foods and restaurants.