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Using media to promote artisan food and beverages: insights from the television industry

Michelle Phillipov (University of Tasmania, Tasmania, Australia)

British Food Journal

ISSN: 0007-070X

Article publication date: 7 March 2016

Abstract

Purpose

The increasing frequency with which food and beverage producers feature in mainstream media, including television cooking shows, provide opportunities and pitfalls for using media to promote artisan food and beverage businesses. The purpose of this paper is to evaluate these, as experienced by a group of food and beverage producers who appeared on the popular Australian television show, Gourmet Farmer.

Design/methodology/approach

Findings are based on semi-structured interviews with 14 of the producers featured on the show, plus textual analysis of relevant segments of the show.

Findings

While all of the producers felt that food television offered a good promotional tool, those who were most familiar with the practices of media production and whose businesses offered experiences through which viewers could access (or imagine) a “taste” of the Gourmet Farmer life tended to be more satisfied than those who were less familiar with the practices of media production and who expected a greater focus on their products and production practices.

Practical implications

The development of media skills is essential for artisan producers to get the best outcomes when using media to promote their businesses.

Originality/value

The experiences of food and beverage producers using food television to promote their businesses have not previously been the subject of thoroughgoing research. This paper offers new insights into how artisan producers can best capitalize on the opportunities offered by food media.

Keywords

Acknowledgements

Research for this paper forms part of a larger project, “The New Politics of Food and the Australian Media,” funded by an Australian Research Council Discovery Early Career Researcher Award (DE140101412). The Australian Research Council funds research of national significance, and does not influence the research design, research findings or any other aspect of the research.

Citation

Phillipov, M. (2016), "Using media to promote artisan food and beverages: insights from the television industry", British Food Journal, Vol. 118 No. 3, pp. 588-602. https://doi.org/10.1108/BFJ-06-2015-0219

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited