World Food Travel Association Ambassador in Australia Holly Galbraith quoted in national media see more
The World Food Travel Association's Ambassador in Australia, Holly Galbraith, was quoted in the October 2018 issue of PubTIC, an independent publication for professionals in the Australian pub industry. Read the full article and what Holly has to say about trends in the Australian pub industry.
Australia's first national food tourism conference was a big hit! see more
Just over two weeks ago, our Association's ambassador in Australia, Holly Galbraith (pictured), welcomed 100 professionals in Sydney for Australia's first food tourism trade conference. We hear it was a big hit! The World Food Travel Association is pleased to support regional initiatives like this and congratulates Holly and her team for a job well done!
If you'd like to see for yourself, you can check out the official photos here. You can also read here two articles about the conference; SpiceNews.com.au and the first of several stories from KarryOn.com.au.
There were many awesome videos speakers shared in their presentations, we have gathered a few of the best for you:
Lisa Ronson ~ Tourism Australia
Super Bowl Ad
Why Australia? Food and Wine with Curtis Stone
Jeanine Bribosia - The Cru
Pecora Dairy and Biota
Rose Wright - Regionality
Tropical Fruit World Video
Sally Cope ~ Ultimate Winery Experiences Australia
View their latest videos here
You can also follow the conference news and updates on Instagram or Twitter via the hashtag #DestFood18.
See you in May 2019 in Sydney for the next one!
Stuart Gregor from Four Pillars Gin speaking at Destination Food in Sydney May 21 see more
Meet Stuart Gregor from Four Pillars Gin, a small gin distillery in Healesville, Yarra Valley, Australia proudly est. 2013. Stuart is one of the key speakers at Destination Food, the upcoming food tourism conference to be held in Sydney, Australia on 21 May 2018. Destination Food is one of the regional events taking place this year that the World Food Travel Association is pleased to support through our certified local Ambassador program.
Gregor started his career as a journalist with News Corp but later moved to Adelaide, South Australia to pursue a Diploma in Wine Marketing. He went on to work in wine PR in Melbourne, author a number of wine guides, and do further study, attaining a Masters of Marketing in Melbourne and graduating from the Australian Institute of Company Directors. He started a PR agency called Liquid Ideas in 2000 with a plan to combine his knowledge of the communications industry with that of the wine business. 18 years later, he employs 30 people and represents brands across the whole spectrum of the hospitality and tourism industry. Beyond running a successful agency, he has also tinkered with winemaking, part-owns a luxury travel business and, in 2013, decided to start a gin distillery with two business partners. Five years down the track, his label - Four Pillars Gin - is represented in 20 markets worldwide, with that number growing daily. Four Pillar’s Distillery in Healesville in Victoria’s Yarra Valley is ranked number one for attractions on TripAdvisor and attracts 90,000 visitors per year.
So how did he do it? What’s the secret to creating a brand that is popular with the trade as well as the public?
Gregor says that the first thing you need to do is research. He and his partners, Cameron Mackenzie and Matt Jones, went on a tour of the Pacific Northwest in the USA. They looked at distilleries from Washington, down to LA, taking in Portland, San Francisco and Napa on their travels. They then invested the A$1.03 million they raised from ‘ginvestors’ and a Pozible campaign into buying the best stills in the world from Germany, hiring the best people, and eventually buying an old timber yard in the Yarra Valley to convert into a bar and distillery. Gregor says you also need to invest in good design and packaging, social media and digital campaigns, merchandise, and point-of-sale collateral. “Figure out what your aspirations are and be realistic,” he said. “In any endeavour, you can set your aspirations to be the best in the street, the suburb, the state, the country or the world. We wanted to take on brands like Hendricks so we knew we were going to have to invest a lot of time, effort, resources and money,” said Gregor.
In the liquor trade, Gregor says you need great relationships and a good distributor, but more than anything, you need a world class product. “You have to be able to show your product to a bartender that you’ve never met and they have to want it, even though you don’t know each other and may not even speak the same language. The product has to earn its place on the back bar,” he said. When Gregor is not busy with his business or spending time with his family, he likes to travel.
Gregor says his recent trip to New York was a highlight. “The sheer volume of great bars beggars belief. I love going out in New York. I went to Brooklyn for the first time and ate the best pizza of my life at Roberta’s, a rock and roll pizza joint,” he said. But his all-time favourite place to visit is Alba in Italy. “It’s the home of Barolo and Barbaresco. You go there during truffle season. The pasta is otherworldly and the hospitality is Italian. It’s food and wine heaven. You come back saying, ’I’m buying a house’,” he laughs.
To hear Stuart speak at Destination Food, grab your tickets now.
Meet the World Food Travel Association's Ambassador in Australia Holly Galbraith. see more
We spoke with one of our newer Ambassadors, Holly Galbraith, who represents the World Food Travel Association in Australia.
Holly grew up in Australia, where she currently lives. She has worked in the tourism and hospitality industry for all her career. Seven years ago, she started her own marketing consultancy specializing in social media marketing for events and food & tourism businesses. Her interest in social media began in 2009 when she observed the rise of businesses participating in social media (back then particularly FourSquare, Facebook and TripAdvisor). She could see the tourism industry was struggling to understand its use but she also saw the opportunities. Her business runs social media workshops and coaching, tourism marketing strategy development (with a social media and digital focus), social media campaign management plus she speaks at conferences and events about social media. Her clients have included destinations such at Austria National Tourist Office (Australia) and Upper Hunter Tourism; accommodation suppliers such as Ballina Lakeside Holiday Park and Best Western Hotels & Resort; food events such as Sample Food Festival and Festival of Nonna; and food clients, namely Australian Macadamias and Hawkesbury Harvest. She also runs a few other projects including Women in Tourism Leadership events, Tourism Tweetup events and the podcast called Tourism Upgrade. She speaks on the Sydney radio (ABC 702) every second Saturday morning about what is fresh on the farm gate trail and where people can visit farms and farmers markets for fresh produce. Everything she does is about sharing knowledge as well as connecting people and networking. She looks at every event she produces as a networking and learning event.
Holly's interest in food/beverage tourism began very early in life. She is a farmer's daughter and grew up with an abundance of apples, plums, pears and peaches as well as wild blackberries. From a young age, she was assisting in the family business and selling fruit from the farm shed, long before it was trendy. Her older sister always loved food and influenced conversations around this subject. Both her sister and her mother are good cooks, especially when it comes to desserts, so it's safe to say that Holly grew up under the influence of food. One of her early jobs while still at school was as a waitress at a local cafe. The mangers at the time were bakers who shared their pastry recipe which she used to make apple pies that she sold out of the farm shed for extra cash. She still uses that same recipe to this day. She went on to work full time in a couple of great restaurants before deciding to go to university and study Business (in tourism). Finishing that degree is when her career began, but really the experience prior to it - growing up on a farm, the many and varied jobs she held, as well as her exposure to the value of travel, dictated her path in food, hospitality, regional Australia, tourism and marketing.
Her top food destinations include Rome, Italy. Holly shares, "a lot of people don’t rate Rome for great food but I strongly disagree. The food tour of Testaccio is still one of my travelling highlights which set me up for the rest of my time in Rome. The small providores you meet and the foodie tips shared were priceless. OMG the sour cherry ricotta cheesecake in the Jewish quarter of Rome is one I will return for again and again." She also favors the Byron region of Australia. She reflects, "I may be biased as I lived there for many years however as a foodie destination Byron is world class. The Thursday morning farmers' markets where you get to meet the local growers; the quality of the seafood including Ballina Oysters from the co-op; the array of restaurants which focus on what’s in season now; plus the small roadside huts with an honest box system selling things like avocados, macadamias, pecans, passionfruit; all within pristine natural beauty of ocean, green hills and rainforest. The region is proud of where the food comes from and how it is grown and most importantly it’s food experiences are very accessible." It makes us want to visit. And last, Holly has great food memories of Bangkok, Thailand. Holly laughed, "for me going to Bangkok is 'dangerous' as I want to eat and try everything - and there is so much to try. I love Bangkok for its easy of eating, don’t need no fancy plates or restaurants, a plastic stool on the street will do just fine. I also love the attention to detail both with the extra sauces and spices you can add to your meal and the way fruit is cut and prepared i.e a heart shaped piece of watermelon. And finally I love Bangkok (really Thailand in general) for the way food connects people and how important it is to the culture - that I understand. The attention to detail and the genuine love for and care of food comes across."
Holly joined the World Food Travel Association to learn from the information available to members and take advantage of the Association's offers. She also sought to raise her profile in the food tourism space locally and globally, and to connect with others who share a similar passion for food tourism.
As for what's next, Holly is in the planning stages of a big food tourism industry event for 2018, namely Australia’s first food tourism conference. It will be held in Sydney on May 21, 2018. Everyone is invited.
Holly's company, Destination Food, is about bringing together key people working in food tourism to share ideas, stories, network and learn. It is aimed at destinations as well as food tourism operators, hotels, marketers, food PR's and content creators.
World Food Travel Association Appoints Holly Galbraith as First Ambassador in Australia see more
FIRST AUSTRALIAN AMBASSADOR APPOINTED FOR WORLD FOOD TRAVEL ASSOCIATION
SYDNEY, Australia — Sydney-based food and tourism marketer Holly Galbraith has been approved as Australia’s first Certified Ambassador to the World Food Travel Association.
The World Food Travel Association is the world’s leading authority on food and beverage tourism. This not-for-profit association creates economic opportunities where food and beverage meet travel and hospitality. pioneers major research into food and beverage tourism including the 2016 Food Travel Monitor, the world's largest food and beverage tourism research project ever conducted.
The ambassadorship is an is an invitation-only appointment for individuals who demonstrate a passion and commitment to food tourism and who commit to the further development of food tourism in their region.
Founder and Executive Director of World Food Travel Association says, “We’re delighted to expand our Ambassador network by adding a very capable individual like Holly. We have always respected self-direction at the local level, and encourage Australia to forge its own food tourism path, which we are happy to help shepherd as needed. We look forward to doing great things together.”
Australia has come to the forefront of food tourism since the launch of Restaurant Australia by Tourism Australia in 2013. Food and wine now account for 20% of expenditures, nearly one in five dollars, spent by international tourists in Australia.
“My passion for food and tourism started early, growing up on an orchard and helping to evolve the family business into an agri-tourism enterprise,” says Galbraith.
“This dedication further grew from my time living and working in the Byron region that is, in my view, one of Australia’s top food destinations.”
This year will see a significant project launched by Holly Galbraith for the Australian food tourism industry with the announcement of Australia’s first culinary tourism conference, Destination Food, scheduled for May 2018.
About Holly Galbraith
Holly Galbraith is a marketing consultant specialising in social media & digital marketing working with a range of clients in tourism, agri-tourism, food and events. Holly is committed to continual learning, sharing ideas and networking to further develop the tourism industry.
About Destination Food
Destination Food brings together key people working in food tourism to share ideas, stories, network and learn. It is aimed at destinations as well as food tourism operators, hotels, airlines, marketers and food PR's, media and content creators. The event will be held at Museum of Sydney, Monday 21 May 2018.