From Field to Plate (Del Tros al Plat) is a proposition that emerged in response to the demands of a new tourism mark that visits Valencia in search of authentic experiences. The idea is to utilize our status as inhabitants of a land which, over the centuries, has produced a culture based on the cultural relationship between the product and its economic exploitation; between the land and the kitchen. For this reason, we wanted to present an experience that links the beginning and the end of the process. The field as the start of the production process; the seeds that turn into a harvest as the result of tending the fields; and the plate as the culmination of the whole alimentary system of our diet, the main platform of human pleasure and a fundamental expression of the social action of sharing a culinary experience.
Our visitors, those who seek out the singular on their travels, excellence in their experiences, who are willing to invest their time, have high expectations of us. They believe, indeed, that our “authenticity” as a tourist destination is based on the way we enjoy what the earth gives us: the climate, the serenity of its people, and the freedom in which we, as a society, have invested. This is what From Field to Plate represents, and this is why we are hailing this proposition as a powerful selling point for our tourism markets.
This product has been designed to achieve four objectives:
1. To single out the value of locally-grown agricultural produce.
2. To highlight the commercial system that makes it possible to get produce to the end consumer.
3. To associate the excellence of our gastronomy with the product and the land where it was produced.
4. To disseminate the value of our cuisine based on the essence of produce that has been produced in our own lands.
Our market gardens and dryland farms, the sea and the mountains, are interpreted by these actors with the aim of highlighting and upholding a culinary culture, a dietary custom, which is associated with the cultural habits of our society. Having breakfast or going for a paella represent something more than just sitting down at a table. It is a whole ritual that goes along with the food and shapes the lifestyle of our people.
In this project, the selected chefs will input their knowledge of the produce and demonstrate their ability to create a dish which, rooted in our customs, achieves excellence in the eyes of the consumer.
This project consists of three groups of complementary and consecutive actions:
In this action, and given that the venue benefits from the optimum conditions for the process, other complementary actions will be undertaken that will give the project greater exposure. In this case we are referring to small, themed exhibitions that have a strong association with the action in question and will last for a few days. As with the rest of the material, this production will form part of the material that, in general, will become the basis for the narrative to be used to generate the necessary tourist attraction, while at the same time helping to improve the integration of Valencian society in realizing the goodness of our produce and the excellent results of their culinary preparation.
The tourism agents involved in this project will be responsible for spreading the word and, most importantly, for ensuring the generation of tourist feedback throughout the project. In this group, the presence of the Valencian Tourist Agency and the role played by the Valencia Tourist Board will guarantee institutional support, which will be further reinforced by the participation of companies in the tourism sector that generate specific tourist products, which will need to be presented in the biggest trade shows.
A list of markets will be drawn up which, with the collaboration of Spanish tourism promotion offices, will ensure the success of the project’s implementation.
All the audio-visual and graphic material produced will go on to form part of the strategic instruments for the tourist promotion of Valencia, and can be bolted onto other initiatives that are being undertaken in the field of food-related tourism by both the Valencian Tourist Agency and other public institutions involved in tourism management.