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Armagh plays its part in the food revolution

NI Year of Food and Drink

Posted by Tourism NI

Published January 25, 2016


The Northern Ireland Year of Food and Drink 2016 Roadshow arrived in Armagh last Thursday to help local businesses join the food revolution.

Armagh Roadshow

The Tourism NI event at a packed Marketplace Theatre was attended by a wide range of local tourism and hospitality providers, as well as retailers, food service and agri-food specialists, and stakeholders including Armagh City, Banbridge and Craigavon Borough Council.

Part of a province-wide series, the Armagh roadshow shared and discussed the themes of the Year of Food and Drink calendar and examined what visitors to Northern Ireland say about our food offering.

It also offered practical guidance on how to use the Year of Food and Drink branding and marketing collateral to promote local produce, and provided advice on positioning businesses to maximise the opportunities of collaborative working.

The Year of Food and Drink initiative, led by Tourism NI and involving a wide range of partners and key organisations in the industry across Northern Ireland, is intended to stimulate trade, tourism growth and an increase in visitor spend.

Carolyn Boyd, Tourism NI Industry Development Manager, said: "Food and drink have become increasingly important to tourism as they offer visitors the opportunity to learn about our heritage, landscape and culture and meet our people. It also accounts for a significant proportion of the annual visitor spend.

"Food and drink experiences also give destinations an opportunity to differentiate and celebrate indigenous foods, and certainly in recent times Armagh and its surrounds has played a strong part in the food revolution that has been gripping Northern Ireland.

"I am therefore delighted with the turn-out, interest and enthusiasm shown for our roadshow here in Armagh, and I believe as a result local providers are now well equipped to get their food and drink stories heard and to maximise the opportunities of this major initiative."

In addition to the Year of Food and Drink roadshows, Tourism NI is supporting the initiative with a range of masterclasses and mentoring programmes, comprehensive marketing and communication plans and funding for food events.

CAPTION: Ghilian Campbell, Navan Centre, Michele Shirlow, Food NI, Sarah Jane Macdonald, Armagh City, Banbridge & Craigavon Borough Council, Sean Farnan, Moody Boar, Carolyn Boyd, Tourism NI, Caitriona Rafferty, Armagh City, Banbridge & Craigavon Borough Council


Posted by Tourism NI

Produced by Tourism NI