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Using media to promote artisan food and beverages: insights from the television industry


Phillipov, M, Using media to promote artisan food and beverages: insights from the television industry, British Food Journal, 118, (3) pp. 588-602. ISSN 0007-070X (2016) [Refereed Article]

Copyright Statement

Copyright 2016 Emerald Group Publishing Limited

DOI: doi:10.1108/BFJ-06-2015-0219


Purpose: The increasing frequency with which food and beverage producers feature in mainstream media, including television cooking shows, provide opportunities and pitfalls for using media to promote artisan food and beverage businesses. The purpose of this paper is to evaluate these, as experienced by a group of food and beverage producers who appeared on the popular Australian television show, Gourmet Farmer.

Design/methodology/approach: Findings are based on semi-structured interviews with 14 of the producers featured on the show, plus textual analysis of relevant segments of the show.

Findings: While all of the producers felt that food television offered a good promotional tool, those who were most familiar with the practices of media production and whose businesses offered experiences through which viewers could access (or imagine) a "taste" of the Gourmet Farmer life tended to be more satisfied than those who were less familiar with the practices of media production and who expected a greater focus on their products and production practices.

Practical implications: The development of media skills is essential for artisan producers to get the best outcomes when using media to promote their businesses.

Originality/value: The experiences of food and beverage producers using food television to promote their businesses have not previously been the subject of thoroughgoing research. This paper offers new insights into how artisan producers can best capitalize on the opportunities offered by food media.

Item Details

Item Type:Refereed Article
Keywords:artisan food and beverages, food and beverage marketing, food media, food television, Gourmet Farmer
Research Division:Language, Communication and Culture
Research Group:Communication and media studies
Research Field:Media studies
Objective Division:Culture and Society
Objective Group:Communication
Objective Field:The media
UTAS Author:Phillipov, M (Dr Michelle Phillipov)
ID Code:108593
Year Published:2016
Funding Support:Australian Research Council (DE140101412)
Web of Science® Times Cited:4
Deposited By:School of Social Sciences
Deposited On:2016-04-26
Last Modified:2018-02-17

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