Project Proposal-Increase the Sales Volume and Profitability of the Michigan Specialty Crops

Project Proposal-Increase the Sales Volume and Profitability of the Michigan Specialty Crops

Project Outline

Michigan has the opportunity to develop markets for specialty crops by capitalizing on the growing consumer trend of appreciating regional wine and food travel experiences. According to the Travel Industry Association (TIA), culinary tourism is a growing travel trend. Many other states and regions of the world are actively developing and promoting Culinary Tourism.

Research and policy development activities in the Michigan Department of Agriculture in recent years have indicated that wine and food tourism can make greater contributions to the economy and provide opportunities for producers of many specialty crops. (Agricultural Tourism Commission - 2007 and Food Policy Council - 2006). To accomplish this goal, efforts must be coordinated to develop promotional messages and trip planning tools for consumers, and engage more Michigan restaurants in supporting local specialty crop producers.

This funding proposal will facilitate a partnership among key specialty crop producer groups and members of the hospitality and tourism industry to form a Michigan Culinary Tourism Alliance to develop these opportunities. The Michigan Grape and Wine Industry Council is an appropriate leader of these efforts, due to the strong regional identity of wine, existing relationships with many key partners and a strong reputation for innovative partnerships in market development. Furthering the development of Culinary Tourism in Michigan is identified as a priority, in the Council's strategic plan.

Specialty Crops impacted by this project:

Wine Grapes Apples Blueberry Cherry

Cranberry Peach Asparagus Pumpkin

Herbs and Spices Lettuce and other greens Honey Maple Syrup and others

Specialty Crops impacted by this project cont'd:

The wine grape industry of Michigan has taken leadership on this project and provided important match funds. The wine grape industry in Michigan has a farm gate value of $2 million (2008) and is growing at a rate of 3 - 4% per year. There are now 65 wineries in Michigan, up from 20 just 13 years ago. The Michigan Grape and Wine Industry Council feels that there are valuable synergies in engaging other specialty crop producer groups to join in these activities, where appropriate. We are confident that many positive outcomes will arise from the broader scope of the project.

The wine industry in Michigan is estimated to contribute over $300 million to Michigan's economy. The full impacts of this project will be realized over many years and will be difficult to quantify, however, there will be measurable outcomes achieved for the project (outlined below). The economic impact of this project on the wine industry is estimated to be $500,000 annually by 2012. Other comparable positive impacts will be achieved by other specialty crops that are in a position to take full advantage of the proposed market development opportunities.

Benefit Statement:

The project will benefit specialty crop producers by assisting them in finding new markets for their products within the Michigan restaurant community. By publicizing the Culinary Tourism offerings in Michigan, more restaurants will ...