Organic Food Concept - PDF

Running Head: FOOD EXPERIENCE 0
International Culinary Culture
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Executive Summary
This paper includes the various factors which contribute to understand, food as a generator
of experience. To evaluate these factors Dandenong Market of Australia is taken into
consideration. Dandenong Market is a well-known place of Australia which attracts
number of tourists with it well defined promotion activities and creative strategies.
Dandenong Market focuses more on providing facilities to the visitors and availing them a
memorable experience. This report also includes the positive and negative effect of
globalization on the economy of the home country, and the view of various authors on
globalization and food experience. Finally it includes the three concepts of food which are
organic food, migrant cuisine and globalization of food.
Contents

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Executive Summary...............................................................................................................................1
Introduction...........................................................................................................................................3
Description of the site visit:...................................................................................................................3
General Information:.............................................................................................................................6
Theoretical Framework:........................................................................................................................8
Evidence of Research:.........................................................................................................................10
1. Organic Food Concept.............................................................................................................10
2. Migrant Cuisines concept........................................................................................................11
3. Globalisation of food:..............................................................................................................11
Conclusion...........................................................................................................................................12
References...........................................................................................................................................13
Appendix.............................................................................................................................................15
Dandenong Market Trading Hours:.................................................................................................15
Pictures of Dandenong Market:.......................................................................................................15

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Introduction
Dandenong Market is a very famous and popular market of Australia. And this paper consist
of various features of a Dandenong Market, like markets working style, governing power,
products this market deals in, its unique style to attract more visitors and details of various
events and tours. Dandenong market has planned many strategies to attract visitors toward
market. Every tourist who went to Australia for tour they will definitely go to visit
Dandenong market. They are using many promotional tools to attract tourist worldwide like
Facebook, Instagram, web promotion and many more. Further discussed that, with the
increase in globalisation the local market and vendors get affected, and on other hand due to
globalisation the people are inspired to travel at various part of world to getting best
experience of food, culture, religion and custom, and understand the important role of food
and drinks in providing memorable experience to the tourists. Further discussed the complete
theoretical framework which includes the views of various writers and authors about
globalisation of food, local market conditions, Green revolution, perception of tourist about
the destination, and process which tell the food generate experience, importance of festivals
and events to encourage tourism. Finally the three concepts of food are discussed namely
organic food, migrant cuisine and globalisation of food.
Description of the site visit:
Dandenong Market was found in 1866 it is Melbourne’s second oldest market. This market is
spread over 8001 meters square and it is a second largest market in Australia. This market
brings together over 150 Nationalities under one roof. Dandenong Market is a municipal
market and it is own by City of Greater Dandenong. It is a busy and lively market full of
sights and delights. This market serves taste for every season and this place is full of stalls.

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Dandenong market has 200 market traders who are selling everything, from fruits to desserts,
from vegetables to main course from fresh fish to fish curry and many more. The market
attracts over 5 million visitors every year. Dandenong Market usually opens on Tuesday,
Friday, Saturday and Sunday. Dandenong market avail free tour on Tuesdays and Fridays.
Visitors can get free insider tips from expert traders to get amazing bargains. When schools
organise tour to Dandenong market, they provide full facilities to the students and teachers
and while there visit to the market, Dandenong market provide free bags, kits containing full
information of market and a piece of fruit to all students.( Dandenong market, 2018)
(Source: Dandenong market, 2018)
Dandenong Market consist of
 16 fruit and vegetable traders,
 3 Bakeries,
 3 delicatessens,
 4 Butchers shops
 1 chicken shop
 3 sea food traders
 4 nut shops

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 2 honey stalls
 31 Cafes and take away outlets
 120 general merchants selling jewellery, flowers, books and clothes (Dandenong
market, 2018).
Dandenong Market has divided in six main areas with the help of which the visitor can go
directly to the desired place as per their requirement:
1. Fruit & Vegetables: Here buyer will find local, fresh, organic and seasonal
vegetables and fruits,
2. Meat, Fish & deli: In this part of market the buyers or visitors will find specialist
meat cutters, whole fish and all kind of seafood, spices, olives, cheese and dips.
3. The pantry: This area is reserved for sensational coffee, nuts, freshly baked bread and
confectionary. Where visitors can enjoy coffee with bakery items.
4. The Bazaar: Here in this part the general merchants sell their stuffs like Clothes,
shoes, accessories, jewellery, handbags and toys.
5. Market Square: This a hawkers market of world street food their visitors find variety
of food trucks, stalls and carts selling variety of mouth-watering street food.
6. The terrace: It is an outdoor dining area where visitors can have their food, drinks
plus there they find plants, flowers and hardware shops (Dandenong market, 2018).
(Source: Dandenong market, 2018)

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Dandenong markets have an official website which provides various options e.g. booking
food tours, purchase of market vouchers. On website visitors gets all required information
about Dandenong market, like opening and closing time, day on which market is open.
Events and contest details with date are also available on their site. Besides its official
website Dandenong Market has Facebook and Instagram account to connect with their
customers and to promote the market.
Source: (Dandenong market, 2018) Source: (Dandenong market Facebook, 2018)
General Information:
Globalisation provides lots of benefits to customers and suppliers. Suppliers get a chance and
opportunity to present their product in the market, while customers have the chance to try
new products. But due to globalisation the local market product and brands are getting
affected. When new food chain or any new product was launched in the local market, people
demand shifts from local product to newly launched product and due to that the demand of
local food product get reduced (Brahmam, 2016).

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But on other hand due to globalisation the trend of travelling has boosted and many people
start travelling to different countries to explore different culture, tradition and custom. And
with the rise in number of tourist the demand of local food and local items has increased, as
local cuisines plays important role in providing memorable experience to the tourist.
The Dining experience is not only generated by food, but it also includes the atmosphere and
settings of area where person is going to take their meal. And for tourists the food always has
been a component to recognise the experience of a destination (Henderson, 2009). Now days
tourists are already well-informed, and always looking forward to get new experience. Food
offers tourists a gateway to get into a new culture, through taste, food preparation and with a
complete eating environment. Food and drink provide memories that define their travel
experience.
To provide food experience to visitors and tourists Dandenong market takes many initiatives.
They know that food and dining plays very important in providing a unique food experience
to the tourists. And for that they are offering large variety of food items at very affordable
prices which suites to everyone pocket. The availability of dining area and its proper
utilisation is very important and they understand this concept and utilising the area in a way
which provide a great vision of market to their visitor (Dandenong market, 2018).

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(Source: Mohring, 2018).
To increase the visit of tourists Dandenong market organised various kind of events like face
painting competition, floor event and many more. To provide a great experience to the
visitors Dandenong Market has developed an idea of organising Dandenong market food
discovery tour which takes place on Tuesdays and Fridays and this tour is free of cost. During
a tour expert trader takes tourist to some selected stalls to taste some signature food and boost
them to take part in cultural events. And in the end all tour participants of Food Discovery
Tour receives a free Dandenong Market shopping bag and delicious food sample. The main
perspective of food discovery tour is to provide great experience to the visitors to increase
their visitation.
Theoretical Framework:
Some of the theories are discussed here to understand the relationship between food and
generation of memorable experience by organising food events. The key elements related to
event are tourism and food. By organising various events, not just food but also the local
culture of the community can be promoted. Food is very important part of travel experience
(Wang, Kirillova and Lehto, 2017). Food adds exclusivity to a tourist place and represents the

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identity and culture of the place (Quan and Wang, 2004). Food functions as an important
element to attract tourist to the destination (Cohen and Avieli, 2004). Food is a part of tourist
experience and acquires more symbolic and intangible role (Richards, 2012). Food and wine
plays an important role in tourism experience by providing opportunities for self-expression
and enjoyment (Gross and Brown, 2010). Visitors mainly choose destination because of,
unique cuisine and authenticity of local food product, and while discovering local ingredients
they get a chance to know the tradition and custom (Hjalager and Corigliano, 2006). The
tourist food experience is not limited to dinning, cooking or grocery shopping it also includes
food related events and festivals (Henderson, 2009). Food experiences are created to improve
the image of country (Kaplandou and Vogt, 2007).
Experiential outcomes Associated activities
Intellectual development:
• Learning new things
• Aesthetic appreciation
• Experiential learning through participation
in tasting
• Learning through themes attached to food
experiences
Mastery:
a) Technical: how to do things
b) Creative or artistic
a) Mastery through tasting, smelling,
planting, etc.
b) Creative mastery through consumption
setting
Emotional satisfaction:
• Memorable and transforming experiences
• Satisfaction with experience (value for
money
• Personally relevant experiences
• Perceived authenticity and uniqueness of
experience
• Value social experiences
• Facilitated social worlds (social media)
(Source: Getz et al, 2014)

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The food events are key element for increase in tourism, these events are all about promoting
the destination and also act as internal driver which combines the local community and
maintain the local identity (Hall and Sharples, 2008). In modern time food and drinks
festivals has become an important tool for generating income and increasing numbers of
visitors and these are playing very important part in developing economy of the country
(Cavicchi and Santini, 2014). Development of food festivals are supporting local
communities and providing valuable income to local people (Hashimoto and Telfer, 2006).
But only conducting events will not revitalize a place alone, there need to be a clear
communication strategy.
Evidence of Research:
The three concepts related to foods are Organic Food, Migrant Cuisines and Globalization of
food
1. Organic Food Concept: The Green Revolution considered dangerous because it
include the bad effect of pesticides on food items as well as evolve risk of pest and
crop diseases which can harm the health. These factor lead increase in global demand
of organic food (Euromonitor International, 2012). Organic and natural foods are
those which are produced without use of chemical fertilizers, human waste, pesticides
or additives. Organic foods are produced with some production standards which are
keeping soil healthy and use of natural fertilizers. Organic farmed foods contain high
nutrition value and they are good in taste. The sale of organic food become very
popular now days and its demand has increase drastically because health and wellness
benefits are associated with it. Purchasing of organic food is become more trendy and
popular. Because the prices of organic food item are very high and only wealthy

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people can buy these fruits and veggies. Purchasing of organic food is become a status
symbol among society.
2. Migrant Cuisines concept: When migrant open their food joint or restaurant in
other country and serve the taste or food of their native country, and people appreciate
the diverse food culture that term as migrant cuisines concept (Mohring, 2018). In
simple words migrant cuisine means food or taste which has been migrated from other
culture to other country. When people move from one country to another or shift from
one culture to other, theirs roots always remain with them and their home food recipes
are also remain with them. They bring those food recipes with them and serve their
home test to people of country.
3. Globalisation of food: Advancement in communication and transportation
technology has increased globalization of beverages and food industry. The global
reach of beverages and food industry has presented business extraordinary
opportunities. Companies have developed many strategies to get their product into
global market. Big companies bring their own branded food chain in overseas market
and smaller firms may go for partnership, merger or joint venture (Brahmam, 2016).
Globalisation is having substantial effect on the food system of all developing
countries in the world. Various forces established by globalisation which include trade
liberalization, capital flow and urbanisation. All these forces have changed the nature
of food system by availing diverse variety of food at affordable prices. Globalisation
has increased the availability of different culture food in country. Globalisation of
food is more visible in urban areas where purchasing power of people is high. With
the concept of globalisation many large multinational fast-food and super market
chain are coming in the economy and giving high competition to local fast- food

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joints. Large scale food chains are trading their goods all over world and connecting
with locals with their food and regional taste.
Conclusion
To conclude, when person finishes his/her travel and look back in memories the first flash
back come to their mind was an experience of food and drinks the taste of local cuisine, and
rest memories come later. That is the reason, why every country consider food is a factor
which develop an experience when person visit some destination and in case of Dandenong
market they have given priority to food and it is playing an important role, when person visit
to Dandenong market they experience a quality of service and mouth-watering tasty food
serve at food stall, food trucks and other outlets. The tourist who visits Australia their main
objective is to get a memorable experience. One thing on which Dandenong market need to
focus is, at the time of the market tour they should advice their expert to take the tourist to the
stall and shops which describe the culture and tradition of Australia and also they should take
the tourist to the food joints which serve the signature food and local taste of Australia. The
concept of globalisation is allowing or inviting world business in one’s economy but not at
cost of affecting own local market. Globalisation is incorporating bad impact on local market
as new food chains are taking over the local food product and items, so it is important for
Dandenong Market to focus more on the local food vendors.

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References
Brahmam, M. (2016) Globalization of Food Has a Long History. [Online] Available from:
https://worldbank.org/publicsphere/globalization-food-has-long-history [Accessed on 11 May
2018].
Cohen, E. and Avieli, N. (2004) Food in tourism: Attraction and impediment. Annals of
tourism Research, 31(4), pp.755-778.
Dandenong market. (2018) About Dandenong Market. [Online] Available from:
http://dandenongmarket.com.au/ [Accessed on 11 May 2018].
Euromonitor international. (2012) FAST FOOD GROWTH IS SET TO CONTINUE
BOOSTED BY OUTLET EXPANSION. [Online] Available from:
http://www.euromonitor.com/fast-food-in-malaysia/report [Accessed on 11 May 2018].
Getz, D., Robinson, R., Andersson, T. and Vujicic, S. (2014) Foodies and food tourism.
Oxford: Goodfellow Publishers.
Hall, C.M. and Sharples, L. (2008) Food and wine festivals and events around the world:
Development, management and markets. U.K: Routledge.
Hashimoto, A. and Telfer, D.J. (2006) Selling Canadian culinary tourism: Branding the
global and the regional product. Tourism Geographies, 8(1), pp.31-55.
Henderson, J.C., (2009) Food tourism reviewed. British food journal, 111(4), pp.317-326.
Hjalager, A.M. and Corigliano, M.A., (2006). Food for tourists--determinants of an
image. The International Journal of Tourism Research, 2(4), p.281.

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Mohring, M. (2018) Transnational food migration and the internalization of food
consumption. [Online] Available from:
http://enseignement.typepad.fr/printemps08/files/mohring_transnational_food_migration.pdf
[Accessed on 11 May 2018].
Pilcher, J.M. (2006) Food in World History. U.K: Routledge,
Quan, S. and Wang, N. (2004) Towards a structural model of the tourist experience: An
illustration from food experiences in tourism. Tourism management, 25(3), pp.297-305.
Santini, C. and Cavicchi, A. (2014) The adaptive change of the Italian Food Bank foundation:
a case study. British Food Journal, 116(9), pp.1446-1459.
The World Love Melbourne. (2018) BEST MELBOURNE MARKETS - DANDENONG
MARKET TOUR [ONLINE] Available from: https://theworldlovesmelbourne.com/ [Accessed
on 11 May 2018].
Wang, S., Kirillova, K. and Lehto, X. (2017) Reconciling unsatisfying tourism experiences:
Message type effectiveness and the role of counterfactual thinking. Tourism Management, 60,
pp.233-243.

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Appendix
Dandenong Market Trading Hours:
Tuesday 7 am – 4 pm (The Bazaar opens at 8am)
Friday 7 am – 5 pm (The Bazaar opens at 8 am and
closes at 4 pm)
Saturday 7 am – 4 pm (The Bazaar opens at 8am)
Sunday 10 am – 3 pm (doors open 9 am)
(Source: Dandenong Market, 2018)
Pictures of Dandenong Market:
(Source: The world love Melbourne, 2018)

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(Source: The world love Melbourne, 2018)
(Source: The world love Melbourne, 2018)

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(Source: The world love Melbourne, 2018)
(Source: The world love Melbourne, 2018)

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(Source: The world love Melbourne, 2018)
(Source: The world love Melbourne, 2018)

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(Source: The world love Melbourne, 2018)
(Source: The world love Melbourne, 2018)

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(Source: The world love Melbourne, 2018)