Food, festivities and placemaking in a rural region: An analysis of the Akaroa Harvest Festival

Abstract

The Akaroa Harvest Festival is held in the picturesque harbour town of Akaroa, in the rural region of Bank Peninsula, New Zealand. This annual event in many ways resembles a traditional farmers’ market, where local producers sell their locally grown vegetables and fruit, seafood and meat, wine, olive oils, cheese and preserves. In its fifth year of operation, the festival is growing in scope and ambition. While rural festivals such as this one provide residents with an important opportunity to socialise and build networks and social capital within the community, these events have clear economic agendas also; they are vehicles for destination branding, and attractions to entice visitors to the region. Food and drink festivals have an important role also as alternative sales outlets for local producers, thereby shortening the supply chain and potentially increasing profit margins. The aim of this research has been to investigate the impact this relatively new event is having on food producer networks and marketing of the region, and to explore the motivations and experiences of stakeholders involved in the festival.