About Eat.Taste.Central
Eat.Taste.Central 2022
We are bringing the new ‘Central Otago, A World of Flavour’ Food & Beverage campaign to life through Eat.Taste.Central showcasing the amazing flavours of Central and of course, your venues. Your interpretation of a ‘World of Flavour’ should be shown in your dish, event or experience.
Primary Goals
- Increase local and national awareness of Central Otago venues, chefs and quality of Central Otago’s producers (food, wine & beverage)
- Drive visitation to the region and to participating venues, events and experiences.
- Connect local producers with venues to support a shorter supply chain and increase use of local ingredients.
E.T.C Regional Menu
Focussing on the celebration of our amazing flavours we are requiring that each dish must use at least two locally grown, made or sourced ingredients. A regional suppliers list will be available shortly for inspiration.
Three categories for 2022: Pies; Burger & Sandwich; Main Meal & Match
Cost: $200 for first dish, $50 per each additional dish, max 1 dish per category
E.T.C Judges Awards (open for nominations for people and businesses)
Chef of the Year, Young Talent, Front of House, Sustainability & Innovation
No cost for nominations in the Judges Awards
Events & Experiences
We are collaborating with a range of one-off and regular events that take place over the E.T.C period. An outline of confirmed events is below including the Central Otago - Weekend of Wine, Bannockburn Arts School, Alexandra Basin New Release, Eden Hore Pop Up Photography Exhibition.
We are open to supporting venues or organisations to create other events within the period. These can be as simple as ticketed dinners, education sessions, tours, tastings, micro-festivals, or linked experiences such as Pedal 4 Pinot or the 4 Barrels Walking Tour
A World of Flavour – E.T.C Premium Plates
We are currently confirming details on a launch event for E.T.C and A World of Flavour to showcase Central Otago’s food, wine and beverage to chefs and media in Auckland in early September.
An independent selector will shortlist a range of E.T.C dishes based on submissions in the Main Meal & Match category. Selected chefs will be invited to the Auckland showcase event to prepare and present their dish to media and a high-profile chef as part of this activation.
Key Dates:
20 July – Menu Submissions close
21 July to 1 August – Menu and Collateral Development
5-7 September – E.T.C and A World of Flavour Media Launch event in Auckland
23 Sep – 24 Oct – E.T.C Dishes and Experiences available across the region
7-9 October – A Weekend of Wine
22-23 October – Alexandra Basin New Release Event, Cromwell Street Party & Fireworks, Cromwell Half Marathon
Key to the success of the campaign is participation from our Central Otago based Food, Wine and Beverage producers and venues. Help us create a Regional Menu that tells the stories of our regions food, wine & beverage pioneers both past and present – from gold to vine, paddock to plate, orchard to pantry – and back again.
The focus of the campaign is to stimulate and to encourage customers to visit multiple venues, increasing the profile of Central Otago as a Food, Wine and Beverage destination.
The ‘Regional Menu’ and supporting events and experiences are promoted via multiple mediums encouraging locals and visitors alike to explore and try something new.
Registration of Interest
Central Otago based food producers, wineries, breweries, cafés, restaurants and event organisers are invited to take part in the Eat.Taste.Central campaign. Join with us and together let's highlight ‘The Central Otago Experience’.
Registrations of Interest are open until Monday 2 August - read below for all the details.
Important Information
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Key Dates
- 1 July to 2 August – Submissions open for Menu entries and Event & Experiences entries - REGISTER HERE
- 19 July – Core campaign promotion and marketing begin
- 3 to 26 August – Menu and Collateral development
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6 to 10 September – Photography
- 24 September to 25 October – Dishes and Experiences available across the region and People's Choice Awards voting available
- 1 to 4 October – "A Weekend of Wine" & Finalists in Judges Awards announced
- 26 / 27 October – Industry Celebration event and Awards announcements
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Categories
We invite venues to create dishes that celebrate the region's produce, tastes and flavours. Where possible sourcing local ingredients and combining these flavours with locally produced beverages.
Regional Menu categories for 2021 are: (NB: venues may only enter 1 dish per category)
- Brunch – start the day off right and fuel your adventures
- Pies – classic flavours or unique combinations, options abound for sweet or savoury (and fills our bellies)
- Burgers & Sandwiches – a hearty feed for the end of a big day mustering, or filling up the tummy after a cycle ride
- Tapas, Shared Plates & Boards – most food journeys and travel experiences are best shared with friends and families, create something to indulge the tastebuds
- Main Meal – inspired by landscapes, flavours and heritage this is for our chefs to create some mouth-watering main meals
- Sweet & Dessert – for the sweet tooths. Fruit flavours, herbaceous twists and exquisite matches. It'll be hard to say no
- Cellar Door Experience - learn the stories, and taste the land as your explore the vineyards & cellar doors of our amazing sub-regions
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Costs & Benefits
To be involved we require a contribution from your business of:
- $100+gst for first menu item, $50+gst per each additional menu item
- $50+gst per event / experience registered and promoted as part of the campaign
- Venue to honour two unique E.T.C vouchers to the value of your highest priced menu item submitted. (The vouchers will be created and issued by Tourism Central Otago)
In return for your investment, your business and menu items will:
- Be promoted throughout the campaign period in social media, website, print and other platforms (where applicable)
- Receive point of sales tools and inclusion in campaign advertising
- Receive photography and/or videography of your dish/business before or during campaign. A minimum of 3 high quality images will be provided for your use
- Receive 2x tickets to E.T.C ‘Industry Wrap Event’ – additional tickets will be available for purchase
- Support the campaign to increase awareness of Central Otago’s strengths in the Food, Wine & Beverage sector
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Terms & Conditions
Businesses participating in the campaign need to meet the following criteria;
- The offering/experience must be based within the Central Otago District Council (CODC) boundary
- Must have a listing registered on centralotagonz.com
- Must provide details of operating hours during the campaign and adhere to those hours
- If serving alcohol the business must have a current liquor license
- Meet all licensing and consent requirements from Central Otago District Council including food standards
- Develop at least one specific menu item that meets the campaign requirements. A maximum of 1 menu item per category may be entered
- Tourism Central Otago reserves the right to decline a menu item, experience or event if it does not meet the criteria
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Frequently Asked Questions
What and when is Eat.Taste.Central?
Eat.Taste.Central or E.T.C is an annual promotional campaign designed to encourage culinary inspired travel around Central Otago during September/October and to build recognition of Central Otago as a premium Food, Wine & Beverage destination in New Zealand. The event will run from Friday 24 September to Monday 25 October 2021.
Where does Eat.Taste.Central take place?
Cafes, Restaurants, Cellar Doors and Wineries located within the Central Otago District Council boundary.
What do cafes and restaurants offer during Eat.Taste.Central?
A core part of Eat.Taste.Central is the Regional Menu, where each participating venue offers unique dishes in a variety of categories. There is also the option to create culinary experiences or events to complement the campaign.
What’s new for Eat.Taste.Central 2021?
- The Regional Menu People’s Choice Awards return with several categories available – voting in the awards will be run through the Eat.Taste.Central website and The Central App.
- We are working with the team from MiNDFOOD on a new format in the E.T.C Judges Awards that looks beyond the dishes, and celebrates the people, products and businesses that shape our Food, Wine & Beverage story – from growers to the front of house. Full details on the process for these awards will be announced later, but will be open to all venues entering in the Regional Menu Challenge.
- Events & Experiences small and large will place highly on the agenda, and a new collaboration with the Central Otago Winegrowers Association (COWA) and MiNDFOOD will see an inaugural ‘Weekend of Wine’ held from 1 to 4 October under the umbrella of Eat.Taste.Central, aligning with the 140th anniversary of Jean Desire Feraud winning Central Otago’s first medal for wine in Sydney.
- We are working with several other partners on additional promotions and opportunities including Air New Zealand, Go Rentals and More FM to extend the campaign reach and entice food enthusiasts to visit Central Otago this Spring.
Who are the main supporters of Eat.Taste.Central?
The E.T.C programme is run by Tourism Central Otago (part of the Central Otago District Council) as the key component of our Food, Wine & Beverage story. Through Eat.Taste.Central we partner directly with local venues and producers, and work with key regional and national organisations, businesses and media to extend the reach of the campaign.
How can my business be involved in Eat.Taste.Central?
The E.T.C programme is run by Tourism Central Otago and we partner directly with businesses located within the Central Otago district.
Venues create their own menu offerings or events. Interested participants should contact Tourism Central Otago for more information on how they can become involved.
There is a participation fee to be involved in the campaign.
Agricultural and artisan producers, breweries, wineries, tour operators and accommodation providers can collaborate with venues, or package special itineraries or events to promote alongside the campaign activity.
We will be participating in Eat.Taste.Central but we’d like to partner with another business, is this possible?
Yes, of course! We encourage you to connect with local producers and suppliers to really highlight our unique regional flavours. You can also get creative with unique events or opportunities to supplement your menu item, or host a special event with another partner. These events will provide locals and visitors with even more reasons to wine and dine throughout the campaign period.
What types of events can we host?
Whether it’s a special hosted chef event, behind-the-scenes tours, food and produce tours, farmers markets, set dinners or winemaker tastings, E.T.C is an opportunity for locals, visitors and foodies to uncover some hidden secrets, learn our food story and explore the whole region.
How will Eat.Taste.Central be promoted?
A dedicated section of centralotagonz.com (also accessed via www.eattastecentral.co.nz) lists the entire Regional Menu and events programme.
Campaign collateral includes: posters, Regional Menu brochures, photography and video footage.
Targeted social media and advertising including dedicated Facebook and Instagram promotion via the CentralOtagoNZ and Eat.Taste.Central social pages.
Targeted PR outreach to national and regional media and social influencers encouraging consumers to participate in Eat.Taste.Central; as well as coordinating PR stories highlighting the Central Otago Food & Wine story.
How do locals and visitors take advantage of Eat.Taste.Central and where do they get more details?
Visitors can go to www.eattastecentral.co.nz to see which venues are participating, to search the regional menu and for direct links to venue websites.
Inspiration - The Flavours of Central Otago
In Central Otago we are spoilt for choice thanks to a wide range of local produce with exceptional flavour profiles. Combined with our elegant world class wines, craft beers and juices there are many ways to incorporate the tastes of Central Otago into menu items.
Check out this list of growers, producers and vineyards for that elusive ingredient to take your entry to the next level.
