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Value-Added Agriculture and Agri-tourism Case Study:
Abbaye de Valmagne, Farm-Auberge
Autumn GearMichigan State University
Summer 2010
Purpose of Study
…to generate an understanding of how value-added agriculture and tourism are implemented in a French farm-auberge in order to inspire the creation of similar establishments in Michigan…
Abbaye de ValmagneTimeline
• 1139 – Founded• 1790 – Last practicing monks fled
• Church converted into a wine cellar
• 1838 – Purchased by the Count de Turenne• 1975 – Doors open to the public
• Today – Operations conducted by the descendents of the Count de Turenne
Abbaye de ValmagneAgriculture
• Onsite wine cultivation and processing• 75 hectares– 30 hectares Controlled Area of Origin
(1 hectare = 2.471 acres)
• Agriculture Biologique (Organic) certification– 2011 – all wines
• Global sales
Farm-AubergeDescription
• Agricultural entity• Restaurant serving farm products– Organic not required
• Service in a natural setting• Promotes local agri-tourism
Farm-AubergeOperations
• Family-friendly food service– Daily lunch, evening reservations, special events
• Wine sales– Direct sales• Add value• Create profit
Farm-AubergeDevelopment
• Create proposal– Tourism board critique– Exam– Must satisfy region’s
regulatory bodies
• Follow regulations– Historical monument– Restaurant– Farm-auberge– Accessibility– Organic
More hindrance than help
Farm-AubergeMarketing
• Limited media promotion– Internet– Road signs
• Emphasis on Networking– Connecting local farms– Word-of-mouth advertising• 80% of new guests
Farm-AubergeCatering to the Public
French Trends:• Enjoy nature• Slow down• Experience the farm;
Live in the city
Auberge Characteristics:• Outdoor dining
– Vegetable garden– Canal
• Rustic building style• Decreased service speed• Emphasis on food and wine
– Quality (Organic)– Origin
Farm-Auberge in Michigan
• Key Requirements– Working farm– Desire to promote local agriculture– Knowledgeable or learned proprietors– Strong organization– Efficient kitchen– Patience