Thursday, September 20, 2018
Tatamagouche Brewing Company on the Northumberland Shore has been part of Nova Scotia’s Good Cheer Trail since the trail’s start in 2015.
“The trail is an excellent idea. There was no denying that we wanted to be a part of it,” explains owner Christiane Jost. “We have world-class operations going on in this little nook of the world. And with these trails, we’re really able to draw attention to our beverage industry.”
The Good Cheer Trail, Canada’s first and only winery, craft brewery, cidery and distillery trail, has almost doubled its number of industry participants in three years, going from 38 trail stops in 2015 to 72 in 2018. This year, the trail and its seafood-focused counterparts, the Chowder Trail and the Lobster Trail, continue to make good business sense for culinary and beverage producers across the province. Tourism Nova Scotia’s research and target market insights have been instrumental in shaping culinary trail development, particularly the Good Cheer Trail and Lobster trail, showcasing the strength of province-wide industry collaboration.
Nova Scotia’s culinary trails are a unique marketing program, managed by Taste of Nova Scotia, showcasing culinary tourism across the province. Taste of Nova Scotia works with over 200 passionate Nova Scotia owned and operated businesses to promote the most exceptional culinary experiences Nova Scotia has to offer.
Magnified Marketing and Sales
Participating in Nova Scotia’s culinary trails provides additional marketing exposure and helps drive sales and visitation to participating businesses.
Visitation to Good Cheer Trail businesses doubled in 2017 to 10,000, up from 5,500 visits in 2016. Over half of the trail passports submitted for prizes were from out-of-province visitors, who bring new money into Nova Scotia’s economy.
Sober Island Brewing Company, owned by Rebecca Atkinson, joined the trail in 2017. She says being a trail participant has helped put her business and the Eastern Shore on the map.
Both Jost and Atkinson’s breweries have expanded quickly over the last few years, with Tatamagouche opening new brewing and service space, and Sober Island doubling its production since last year.
Tatamagouche Brewing and Sober Island Brewing focus on beer but understand that consumers are looking to elevate their beverage experience with local culinary elements.
“We don’t serve food, but we see this as a partnership opportunity,” said Jost. “We have a food truck that parks outside at least once a week, and then there’s the butcher shop next door that has sandwiches. We like to promote the local businesses near us that serve our beer and also serve food. It’s a way for visitors to get out and see more of our area.”
Jost notes that many of her clientele come in looking for Good Cheer Trail passport stamps. “Often times, they are first-time visitors to our brewery, so it’s a great draw. I find that often we are the first stop for people and we get to educate them on the trail and let them know that there are three places pretty close to us that they can knock off some stops too.”
For Atkinson, serving great local product is in the family. Her mother owns the Henley House Pub & Restaurant, a member of the Chowder Trail. “We do a really cool product here at the pub,” shares Atkinson. “The chef pairs up a flight of tapas with a flight featuring our core brand and seasonal beers. It’s a food and beverage pairing of local flavours. It’s definitely popular.”
“Both food and beverage industries can thrive together and just create a really unique product for Nova Scotia as a culinary destination. I think that Nova Scotia is really climbing the ladder,” Atkinson adds.
Foodie Research Findings
Pairing local beverages and culinary fare is a great way to increase price points and add value for the consumer. Tourism Nova Scotia’s 2014 culinary survey shows that two-thirds of visitors to Nova Scotia identify our food culture as an important factor in their decision to visit the province. In addition, close to one-half describe their Nova Scotia food and drink experiences as one of the best parts of their Nova Scotia visit.
First launched in 2011 by Taste of Nova Scotia, the Chowder Trail has returned in 2018 to bring visitors a taste of the culinary culture they’re looking for, with 59 trail stops featuring Nova Scotia seafood chowders.
This year the Lobster Trail goes “beyond the boil” to feature everything from traditional lobster dinners to lobster rolls, lobster experiences and even lobster poutine.
Nova Scotia’s newest culinary trail, the Lobster Trail, has 48 trail stops and features traditional lobster dinners that visitors expect, a variety of lobster rolls that entice visitors to try them all, and more unexpected flavours like lobster poutine. The trail also includes lobster experiences like Learn to Lobster Boil in Cape Breton or Les Beaux Vendredis Seafood Suppers’ Lobster Experience with Acadian flair in Belliveau Cove.
According to our 2015 Visitor Exit Survey, 65 per cent of visitors travelling in Nova Scotia for the first-time ate lobster during their trip, making this trail a great way to inspire travel across the province.
Elevating Opportunities
The trails’ contest deadline extends into winter this year to encourage travel well past summer and fall. Visitors can tell which stops are open year-round or seasonally by checking the listings in the trail passports.
Nova Scotia’s culinary trails are elevating our province as a world-class food and beverage destination, helping grow local businesses, and drawing visitors into rural communities.
“I know that in the Tatamagouche area, in the North Shore area, the majority of food or drink locations are members of the trails. I think in this area it’s very popular and has a good success rate,” shares Jost.
News of this success has reached other jurisdictions, like the state of Western Australia. This state from down under is developing culinary trails of their own—and they’re looking to Nova Scotia for inspiration.
On hearing this, Jost adds, “I love when Nova Scotia is a leader.”
For more information about Nova Scotia’s culinary trails, contact:
Christine White, Director of Communications and Marketing
Taste of Nova Scotia
33 Ochterloney Street, Suite 240
Dartmouth, NS, B2Y 4P5
E: christine@tasteofnovascotia.com
T: 902-492-9291 Ext 115
Nova Scotia’s culinary trails are managed by Taste of Nova Scotia with support from Tourism Nova Scotia.
Related Links:
Taste of Nova Scotia Good Cheer Trail, Lobster Trail and Chowder Trail Press Release
Small Business Week Spotlight: Sober Island Brewing