Port Macquarie-Hastings Council - Journey of Flavour

About the Program

Journey of Flavour is a brand for the Hastings region, which represents quality products and services in the food and beverage sector.

The program is both an accreditation program where participating businesses are assessed and awarded use of brands specifically designed logo; and a promotional campaign to raise awareness of the Journey of Flavour logo as a symbol of proven excellence.

Created as part of the Port Macquarie-Hastings Council Industry Development Program the Journey of Flavour is a joint initiative between Council and the Food, Wine and Tourism Taskforce.

The endorsed businesses have earned the right to display the Journey of Flavour logo and patrons can expect quality service and a memorable food and wine experience.

Benefits of Participation

Creating an identifiable brand for the Hastings Food and Wine industry will make promotion of the area more effective and help identity of the Greater Port Macquarie region as a food and wine destination. It will also serve as a banner brand, under which the region can attend external food & wine events (in capital cities, for instance) on a more cost-effective and higher impact basis.

Businesses who join the program have access to the Journey of Flavour logo to put on products, advertising and in store display. This use of the logo combined with the overall promotional plan will help create a widespread recognition of the brand.

Key objectives of the program:

Increase local pride and awareness
Develop strong regional branding
Better develop sales and marketing
Create stronger relationships within the tourism industry
Help grow and develop local events
Provide better access to a range of locally produced products
Link all networks, ie growers, producers, restaurants, cafes and wineries under a brand