Regional Agritourism Business

This paper analyzes the business offerings, competitors, and success factors of Green olives red hill mornington in Melbourne. It explores the implementation of agritourism theory in the business, Victorian agritourism, product and services, competitors, and success factors. The paper concludes with recommendations for the business to maintain a sustainable position in the Melbourne agritourism sector.

Running head: REGIONAL AGRITOURISM BUSINESS
Regional Agritourism Business
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1REGIONAL AGRITOURISM BUSINESS
Table of Contents
Business Overview..............................................................................................................2
Agritourism Theory.............................................................................................................2
Victorian Agritourism..........................................................................................................3
Product and Services............................................................................................................3
Competitors..........................................................................................................................3
Success Factors....................................................................................................................4
Recommendation.................................................................................................................5
Conclusion...........................................................................................................................5
References............................................................................................................................7

2REGIONAL AGRITOURISM BUSINESS
Business Overview
With rapid expansion of Australian food, wine and agricultural industries in the tourism
sector it can be observed that there has been a wider shift in demographic and lifestyle from the
side of both domestic and international tourists (O'Donoghue & Jasmine, 2014). The business
name selected is Green olives red hill mornington Peninsula and they are observed to have their
own farm, free range sheep and chicken, green waste garden along with sustainable business in
which they make electricity along with kitchen water in toilets. The company also offers tours all
around building that facilitates in promoting tourism all over Melbourne (Roe & Bruwer,
(2017).
Agritourism Theory
Agro tourism theory is observed to be a business activity in which several requirements
are vital in attaining success. However, agro tourism is a conduct that takes place majorly in the
rural areas conducted by farmers. From Green olives red hill mornington business in Peninsula it
has be gathered that agro tourism theory is employed by this business for the purpose of
education and enjoyment for public (Grimstad & Sidsel, 2013). Implementation of this theory in
the business can facilitate the business in offering several opportunities to the local community
so that they can improve their living standards. For the business of Green olives red hill morning
ton, agro tourism can serve as a multifunctional and cooperative strategy. In such scenario, the
post productizes agricultural system serves as a new approach within the agricultural
development (Gross, Brien & Chris, 2014).

3REGIONAL AGRITOURISM BUSINESS
Victorian Agritourism
Victorian agribusiness is deemed to overpower the world through increasing confidence
of the future agricultural sector. Victories are observed to be Australia’s leading food and fiber
exporter that accounts for 29% of agricultural exports (Duarte & Abel Liu, 2014). New South
Wales North Coast is observed to attain most farms along with farm gate visits. South West
Western Australia, the Gold Coast along with Victoria’s high country has increased number of
farm visits. Victorian region attracts an increased number of brewery and distillery visits.
Victoria has an effective environment to carry out agritourism business by Green olives red hill
morning ton and for maintaining the region’s insecurity services adequate investments are made
offered by the government (Alant & Bruwer, 2014). Opening business in this region can
facilitate in attaining facilities of new production and technology for new product development.
Product and Services
The products and services that is offered by Green olives red hill morning ton includes
offering fresh foods along with services of kitchen, shop and farm for growing olives, grapes,
herbs and veggies (Greenolive.com.au., 2018). The business also offers exceptional services of
producing exceptional quality wine and food. A variety of product and food ranges are offered
by the business such as body care products, gifts, wine and food experiences along with the gift
vouchers for tourism in the Melbourne region (Mcrae-Williams, Lowe & Taylor, 2013).
Competitors
Green olives red hill mornington is observed to have several competitors those are
situated in the region and offers exceptional facilities such as cool climate varietals, gourmet
treats, vine to vine along with dining out facilities. Few competitors in the region are The

4REGIONAL AGRITOURISM BUSINESS
Epicurean Red Hill and The Long Table (Gaiter & Brecher, 2018). These restaurants are
observed to be renowned in the region and offer a great range of designer products and gourmet
food offerings. The companies also offer a great range of edible delights while the companies
offer coffee and pastries. These companies also strive of distributing locally produced apples,
stock, timber and firewood along with offering exceptional dining services. The ambiance of
Epicurean Red Hill is highly appreciated by all the tourists visiting the region that provides tough
competition to Green olives red hill mornington (Neilson & Madill, 2014). The interior of this
competitor has exceptional features of large historic timber columns that also offers Italian
inspired restaurant menu.
Success Factors
In order to attain competitive edge, Green olives red hill mornington has certain major
success factors that can increase its tourism visit and agritourism business in the region. Such
success factors are explained below:
 Green olives red hill mornington offers a unique food menu that is more casual that is
prepared by fire abutting. To grab attention of the tourists, the business offers homemade
pasts, cheese, cakes, spreads, conserves and sauces along with best wine within the
region available (Lewis, Kate & John 2015).
 Another success factor is its food menu diversification in which the food offered are all
Greek staples with highly modern twist. Few examples of such signature dishes include
five sides, larger plates along with Mezzo.
 Most of the ingredients are sourced from Mornington Peninsula growers and they are
cooked in small batches in traditional open copper pans with no artificial ingredients

5REGIONAL AGRITOURISM BUSINESS
(Gosper, 2014). The hotel facilities of the restaurant are exceptionally good as they also
offer tour to wineries or certain specific vintages.
Recommendation
Through analyzing the Victorian agritourism, success factors and intensity of
competition, Green olives red hill mornington is offered certain recommendations that can
facilitate the business to maintain a sustainable position in the Melbourne agritourism sector.
Such recommendations are explained under:
 In promoting the agro tourism, the business is recommended to modify its ambiance such
as developing historic building along with offering delicious home baked foods, home
ware along with local produce.
 The business is also recommended to attain competitive advantage through offering
locally produced farm products and transform itself into “Cucina” style restaurant that
will be made of large historic timber columns. The restaurant must also include facilities
of lodging and camping, special events and festivals along with recreational activities for
the tourists those visit the restaurant.
Conclusion
The objective of the paper was to analyze the business offerings, competitors and success
factors of Green olives red hill mornington. It was gathered that the business has its own farm,
free range sheep and chicken, green waste garden along with sustainable business in which they
make electricity along with kitchen water in toilets. Moreover, few competitors of Green olives

6REGIONAL AGRITOURISM BUSINESS
red hill mornington in the region are The Epicurean Red Hill and The Long Table. To attain
competitive edge Most of the ingredients are sourced from Mornington Peninsula growers. The
hotel facilities of the restaurant are exceptionally good as they also offer tour to wineries or
certain specific vintages.

7REGIONAL AGRITOURISM BUSINESS
References
Alant, K. & Bruwer, J, (2014). Winery visitation sets. International Journal of Wine Business
Research, 22(2), 191-210.
Duarte, A. & Abel Liu, Y. (2014). International Journal of Contemporary Hospitality
Management, 22(2), 245-262.
Gaiter, D. & Brecher, J., (2018). Weekend Journal; Wine -- Tastings: Australia's Bright Spot; It's
Easy to Find a Well-Made Riesling -- Unlike Some Other Wines From Oz. Wall
Street Journal, 3.
Gosper, J., (2014). AGWA: There's nothing like Australian wine, so tell your story to the world.
Wine & Viticulture Journal, 29(5), 10.
Greenolive.com.au. (2018). Mornington Peninsula Winery & Restaurant | Green Olive at Red
Hill. [online] Available at: https://www.greenolive.com.au/ [Accessed 10 Oct. 2018].
Grimstad, C. & Sidsel, B. (2013). Developing a framework for examining business-driven
sustainability initiatives with relevance to wine tourism clusters.
International Journal of Wine Business Research, 23(1), 62-82.
Gross, M. J, Brien & Chris, B. (2014). Examining the dimensions of a
lifestyle tourism destination. International Journal of Culture, Tourism and Hospitality
Research, 2(1), 44-66.

8REGIONAL AGRITOURISM BUSINESS
Lewis, G., Kate. B, & John G. M. (2015). Collaborative marketing in a premium wine region: the
role of horizontal networks. International Journal of Wine Business Research, 27(3), 203-
219.
Mcrae-Williams, P., Lowe, J. & Taylor, P., (2013). The influence of industrial clusters and place
on innovation and entrepreneurial behaviour: an empirical analysis of the
Australian wine and tourism industries. International Journal of Entrepreneurship and
Innovation, 8(3), 1.
Neilson, L. & Madill, J. (2014). Using winery web sites to attract wine tourists: an international
comparison. International Journal of Wine Business Research, 26(1), 2-26.
O'Donoghue, A. & Jasmine, J. (2014). Tourism as a mechanism for farm survival. Food
Magazine, 14(1), 24-42.
Roe, D. & Bruwer, J. (2017). Self-concept, product involvement and consumption occasions.
British Food Journal, 119(6), 1362-1377.