Introduction: Food is a big business all over the world and it has been the case in Australia. Julia Tum, Philippa Norton, J. Nevan Wright states that the Melbourne Food and Wine festival is a unique event which is operating on a not for profit basis. The Melbourne charm can be understood better by food and wine tours (Age). The event was started in the year 1993 and it has been operating on a yearly basis. The programme had started with 12 events and the recent event on the year 2009,7 March to 23rd March. The festival is managed by a small team who are responsible for the successful completion of the project.
Anne-Mette Hjalager states that the food festival was born as the brainchild of Peter Clemenger who was head of Advertising Agency. The idea was initiated when Melbourne lost the bid to host Olympics and discussion was done to make advantage of the lost opportunity. Clemenger was member of Olympic Committee bid and he had noticed the positive comments made by the International bid team about the Melbourne food and wine restaurants. That was what prompted the need for promoting Food and Wine festival as tourist attraction. Anne-Mette Hjalager states that the first event had little support from the State Promotion Board which was Victoria.
The 2001 event had seen listing of 93 events in the programme. A large amount of money has been generated in to the economy of Victoria due to this tourism event. The main source of income generators are the food and wine sales, accomdation in hotels, selling of consumer items and employment. Anne-Mette Hjalager states that the event has become a hallmark in the Australian Tourism like the Australian open which is played in Melbourne in January and the Formula One Grand Prix for racing.
Anne-Mette Hjalager states that the initial target of the event was confined to the local populace of Melbourne and that had changed to include national and international populace. Anne-Mette Hjalager states that the event has been done in collaboration with the country and city restaurants, the artistic institutions like the regional galleries, special food shops, wine shops, fresh markets and so on. The programme will be having thematic dinners, lunch and breakfast, the cooking classes that has been done by local and overseas guests and seminar and workshops.
The funding for the project has been done from private sponsors and public institutions. Anne-Mette Hjalager states that the aim of the event is to fit into the perfect blend of consumption tourism and it is like promoting the high excursion to the rural area of Victoria. Anne-Mette Hjalager states that the support of multinational food giants like Nescafe, Kellog and Schweppes was taken in the year 2001.The event 2009 had 200+ programmes.
Anne-Mette Hjalager states that the event has become the only stage in Melbourne that is promoting the issue of sustainability and natural produce and relevant public and media exposure has been got on this topic. Anne-Mette Hjalager states that the role of allowing Bertolii, a large industrial olive producer in sponsoring pancake producer, that had switched to produce the organic. Anne-Mette Hjalager states that the event had ventured into the regional Victoria. Anne-Mette Hjalager states that the event had been largely responsible for helping the metropolitan crowd to understand the process of where the food is coming from and before reaching the body and table.