Gastronomy tourism continues to thrive as a major driver for tourists when choosing a destination, with over 80% of travellers citing food and drink experiences among the most memorable aspects of their holiday and 60% taking photos of their food while travelling. Take a minute to scroll through your Instagram and you will certainly see one or more foodie images from around the world in your feed. However, it's important to note that these inviting images are not only what travellers are seeking from their travels. Ultimately, it's the whole experience that comes along with it and most importantly, the story behind the food.
It’s the people who make up the local food scene of a destination, the family recipes that have been going for hundreds of years and the passion to share these unique stories, the spirit of culinary collaboration, innovation and celebration that all visitors can experience, regardless of their budget.
The concept of ‘farm to fork’ (or 'farm to table') is not new, however, it remains a popular choice when it comes to food experiences for travel. Authentic food is at the heart of truly immersing yourself in the local culture and heritage of a destination, and with authenticity being one of the most important drivers in consumer behaviour today, 'farm to fork' is a perfect package of both experiences.
We are now in a world of eco-conscious consumers, who care about what they eat, where their food comes from and its impact on the environment and the local community. For destination's, it’s important to communicate the value and authenticity of this element within your destination, and many destinations are continuing to create new and exciting tours, trails and food experiences which celebrate local farmers, strong heritage and sustainable development.
Working with lifestyle and food photographer @catherine_frawley and food producers of Jersey at #DTTTCampus last year, participants learnt how to tell an authentic farm to fork story through engaging visual storytelling. Visitors are not only keen to learn the processes of how the food is produced, but the microstories behind every aspect of the whole journey which can be translated into really inspiring content. This workshop included a visit to Jersey’s market, Jersey’s Farm School initiative, and Nude Food, a clean eating, wholefoods cafe based in the centre of Jersey.
A comprehensive workshop which learnt how to create an evocative narrative through lifestyle and food photography - whatever your camera!
Golden tips from Catherine;
- The more you get right in camera the less editing you have to do, so take your time when arranging your shot
- Edit with Adobe Lightroom
- Adjust white balance and exposure, and slightly enhance the sharpness and clarity to make the subject really pop
Key takeaways from the workshop
- Consider the story you want to tell and be consistent with the things you choose to shoot - to be truly authentic the story itself needs to be authentic, meaningful and engaging. Be true to your brand values and this will naturally shine through.
- Set the scene with a wide establishing shot - to draw your audience in from the first shot you have to open up with something strong and eye-catching
- Gather important details and fill the frame with them - it's all about the detail. Something so small can make all the difference to the whole story.
- Shoot flat or straight down for better perspectives - different angles help to effectively illustrate individual elements of the stories to achieve a better effect. Don't be afraid to experiment with different perspectives and see what works best.
- Shoot portraits of the people that matter to the story - for example, people doing their work or holding their products to add extra value to the narrative. People resonate and connect with people so this is a very important element.
- Shoot at eye level and adjust your position if your subject is low down - sometimes you have to adjust and work around your content focus to achieve the best and most authentic impact.
- Move your subject to a position of good natural light - light is everything and sometimes only natural light will do for the shot. Test different positions and lighting effects to see what works best for your desired outcome and if shooting food, use window light and be sure to turn off internal lighting.
For this year's #DTTTCampus, which will take place from 13-14 June 2019 in Oslo, Norway, our workshops will be focusing on a variety of different topics from Content & Storytelling to Sustainable Growth. Subscribe to our email for more updates!
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