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Tips on how and where to create your food story
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  • Tips on how and where to create your food story

    It’s easy to make your business part of Ireland’s food tourism story.  You can simply use the story itself, in a sentence, a paragraph or a page, to add content to your promotional material – for example a new page on your website, a section on a leaflet, a paragraph or line on your menu. You can even link to the food story video from your website so your visitors can see it.

    Or you could use it to inspire and flavour your own words. Here are some (fictional) examples of people who’ve done just that.

    • Lily's B&B - website page

    • Full Irish breakfastLily is running a B&B in County Clare. She’s a bit off the beaten track but when tourists do find her, they say her breakfasts are to die for. So she decides to write a page about her breakfasts for her website, and she goes to the toolkit for inspiration. This is how it starts:

      • “Did you know that – thanks to our mild climate, clean seas, fertile soil  yes, and the rain too – Ireland has some of the best raw ingredients in the world?


      • Here at Lily’s we use the freshest of local produce for our breakfasts – you’ll get eggs laid that morning by our own hens (that’s why the yolks are so yellow), dairy made from the small green fields of County Clare (that’s why the butter’s so creamy), and pork raised and smoked within a few miles (that’s why the bacon’s so tender). Quality ingredients, simply served. It’s as if you can really taste the place.”
    • Greenfields hotel – press release

    • Cheese and onion sandwich on a plateGreenfields is an independent 20-room hotel in Tipperary. The hotel’s busy enough, but the dining room’s quiet. They’ve decided to team up with local suppliers – and some from slightly further afield but within the island – to offer a “field to fork” menu featuring all-Irish produce.

      Barry is the GM, and he needs a quote to put into his press release to the travel trade. The toolkit can help – this is what he decides to say:

      “We’re proud to be part of the growing movement that’s celebrating this country’s natural, honest approach to food – and this great natural larder we have here in Ireland. So we’re using the very best of Irish produce, served simply and fresh as can be. It’s a style that’s both rooted in tradition and very 21st century. We call it ‘food with a sense of place’, and our visitors are loving it.”

    • Ben and Gemma - tweeting for their café

    • Waitress serving a table of outdoor customersBen and Gemma only work at the café at the weekend – but they do love it. They’ve volunteered to look after the Twitter timeline for owner Jeff, who’s a bit of a luddite when it comes to social media. He’s told them about the food tourism story and toolkit, and asked if they can use it to flavour their tweeting. So they’re tweeting about the café’s suppliers, using the hashtag #TasteThePlace.

      They’re following them on Twitter and Instagram, and are retweeting them whenever they can. Plus, they’re looking for tweets and images they can retweet that will fit with the story’s themes. Here are a few of their recent tweets:


      Just arrived #fresh in for today’s lunch – straight off the boat (well almost) – Dublin Bay prawns #TasteThePlace

      We believe in local … #fresh eggs from @Malloys Farm – 2 miles door-to-door #TasteThePlace

      Shake the hand that feeds you: here’s @GillJones bringing us her delish foraged hedgerow jam #TasteThePlace

      Local *rules*! @HarryHarry have opened a smokehouse just down the road from us. That’s Friday’s lunch special sorted #TasteThePlace

    • Jo Neary - an occasional series of blog posts

    • Jars of chutneyJo started a foodie blog for the neighbourhood deli she runs in South Dublin, six years ago. She chats about the stock and suppliers, and includes recipes and presentation ideas to persuade people to try new lines. It’s pushed her website up the search engines, and she’s got media coverage from it too.

      Plus, lots of her customers seem to like what she does, and it’s created a much warmer relationship between her and them. She knows she should be blogging frequently to keep up the momentum, but she goes through phases when it’s hard to feel inspired. The toolkit’s given her an idea.

      Jo loves the idea of Ireland as “this great natural larder”. So when ideas dry up, she gets out the map, chooses a part of Ireland she’s visited (or would love to visit), and writes a short blogpost. It might be a great producer that’s based there, or a traditional dish that comes from there, a chef or restaurant doing brilliant things.

      Sometimes it’s just a memory of a simple food experience she’s had while on holiday in the place – that bowl of chowder after a long walk, the hot fresh scones by the fire, a pub with a really warm welcome, a quirky café or a picnic with a perfect view.

      Jo heads up the blogposts with “This great natural larder” followed by a number and the place name, so readers know it’s part of an occasional series. She’s started inviting guest bloggers, including artisan food producers, to blog as part of the series.

    • Sea Breeze restaurant - a phrase for the menu

    • Fresh mackeral on iceJim and Brendan own a small restaurant in a little seaside town in Wicklow. It’s a simple place – no airs and graces. But the fish is fresh as can be.

      They want a phrase or two to add to their menu, to reinforce how fresh their fish is. They go to the toolkit for some ideas, and here’s what they decide to use:

      “Did you know that Ireland has some of the best raw ingredients in the world? At Sea Breeze, you’ll find the best ingredients, expertly prepared, then served simply, and fresh as can be.”

    • Pub blackboard - chalking up the story

    • Blackboard with food specialsThere’s a large blackboard for the specials on the wall at Padraig’s pub. Just lately he’s been adding different phrases from the story every day, to underline their ethos when it comes to food. Last week, here’s what the specials board said:

      Monday’s Specials: “Shake the hand that feeds you.”

      Tuesday’s Specials: “Seafood straight off the boat.”

      Wednesday’s Specials: “Local rules! Dairy from local pastures - greens picked today - beef raised within a few miles.”

      Thursday’s Specials: “Natural, honest food.”

      Friday’s Specials: “From Ireland – the Great Natural Larder.”

      Saturday’s Specials: “With thanks to our mild climate, clean seas, and fertile soil.”

      Sunday’s Specials: “Expertly prepared, served simply, and fresh as can be.”

    • Food festival - using the story's themes

    • Two girls at a food festivalThis year, the local food festival wants to up its game and take a fresh look at the way it promotes itself. The organising committee is using the toolkit to help with planning the programme and think about marketing.

      They’ve decided to focus on the Story’s Six Big Themes and programme these six festival strands.

      For each strand there will be a keynote event, a competition/challenge element, a signature dish or ingredient, a designated area in the food market, and a local celebrity champion.

      1. Simple and fresh

      2. Food with a strong sense of place

      3. Local rules

      4. Warm people, warm style

      5. Very 21st century

      6. Experiences to remember 

      They’re using the toolkit for inspiration – looking at the images under each theme for ideas for the programme. They’re also using the toolkit words and images to brief their copywriter, designer and photographer.