Arthur et al GAB201301-4final2_e EXPERIENCE THE DIFFERENCE EXPERIENCE THE DIFFERENCE: THE COMPETITIVE STRATEGIES OF FOOD-RELATED ENTrEPrENEurS IN rurAL DENMArk by EXPERIENCE THE Isaac K. Arthur and Brian J. Hracs DIFFErENCE ARTHUR, I. K. and HRACS, B. J. (2015): ‘Experience the differ- world (Statistics Denmark 2014, Table 329; the ence: the competitive strategies of food-related entrepreneurs in ru- ral Denmark’, Geografiska Annaler: Series B, Human Geography Economist 2014). Between 2001 and 2011 food ex- 97 (1): 95–112. ports grew from EUR 4 billion to EUR 13.6 billion and the government expects it to rise by a further ABSTRACT. As food production becomes increasingly integrated, EUR 6.7 billion by 2020 (Statistics Denmark 2014, globalized and competitive, small-scale food-related enterprises in many European countries are struggling to market and monetize Table 329; The Economist 2014). their products. Although these struggles have been well document- The profits of large Danish brands located in the ed, few studies have considered the ways in which food-related en- central cluster, such as Danish Crown, Arla and Rose trepreneurs in rural contexts are adapting to and overcoming these Poultry continue to grow (The Economist 2014), but challenges. In particular, little is known about how they differen- tiate and add value to their products. This article focuses on the smaller food-related enterprises in peripheral re- development and implementation of new and hybrid commercial gions including Thisted (also known as Thy), Morsø strategies by food-related entrepreneurs in three rural communities (also known as Mors) and Bornholm are struggling. in Denmark. These strategies add experiential elements to the long- Unlike large global firms, these producers do not standing practice of commodifying myths associated with rural set- tings and identities. Although harnessing culture and experiences to command the resources to drive research and de- sell things is nothing new, we demonstrate that some Danish entre- velopment or roll-out expensive marketing cam- preneurs are responding to market competition by tweaking and ex- paigns. Without access to larger markets, these tending these concepts. In particular, it is argued that entrepreneurs producers are constrained by the geographic re- use different experiences with varying levels of intensity and con- sumer engagement for different purposes. Whereas passive experi- moteness and low population densities of the mu- ences such as storytelling are used to educate consumers about the nicipalities that they are located within (Baker et al. specific qualities of products, more active and participatory expe- 2007). Indeed, unlike other independent producers, riences are sold as add-ons and standalone products. The findings including musicians or authors, who can digitize contribute to our understanding of food-related entrepreneurship in rural contexts, consumption, value creation and the experience of their goods and services and use online retail plat- economy more broadly. forms to promote and distribute them to consumers around the world, most small-scale food produc- Keywords: experience economy, competition, food production, en- ers sell to local residents and international and do- trepreneurship, rural, Denmark mestic tourists (Hracs et al. 2013). To survive, these rural food producers must compete with local and Introduction global firms who operate in their market. According As traditionally protected markets are liberalized, to Power (2010, p. 148), this requires differentiation small-scale food-related enterprises struggle to com- which he defines as ‘establishing a unique position pete with capital intensive and vertically integrated and relational status for the product (and the firm)’. global firms (Cawley et al. 2003). In many European Yet, given their limited resources, how do food-re- countries, the locus of added value has shifted from lated entrepreneurs in rural locations achieve such the farm to the larger food processing and retail sec- differentiation and add value to their products? tor. As a result, farmers have experienced a steady Within the European Union, many countries in- decline in their ability to sell their produce (Ilbery cluding Denmark encourage local food-related en- et al. 2005). In Denmark, the globally oriented ag- terprises to compete by developing high-quality ricultural sector plays a vital role in the economy. and niche rural food-related products. The qual- In 2013, farm products made up approximately 18 ity discourse in Europe is inspired by the European per cent of the country’s goods exports and the sec- Commission’s Common Agriculture Policy reform tor is one of the most high-tech and efficient in the which advocates food security via food quality and © The authors 2015 95 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography ISAAC K. ARTHUR AND BRIAN J. HRACS environmental resource management. Under the Constructing labels and stories that celebrate policy, food-related enterprises are encouraged to specific product qualities are important mechanisms inform consumers, through labels, about how their through which small-scale producers can market products are sourced and produced (including how and monetize their products (Callon et al. 2002). animals and the environment are treated) (EU 2012). However, few studies have assessed whether labels According to Cawley et al. (2003), quality can be do reconnect producers and consumers, especially in derived from the details of the raw materials, their rural contexts (Ilbery et al. 2005). Indeed, Goodman history, processing and presentation. By extension, argues that the logic of territorial valorization is pro- quality, distinction and value can be generated by ducing a ‘bewildering and counter- productive pro- linking products to their place of origin or produc- liferation of competing quality schemes, labels and tion. In his analysis of Newcastle Brown Ale (NBA), logos’ which results in ‘Label fatigue’ (2004, p. 10). for example, Pike (2011) demonstrates how the Thus, while label-based sources of distinction ap- product became geographically entangled with the pear promising they may not be sustainable over place. As he explains (Pike 2011, p. 210): time as oversubscription can lead to a loss of pres- tige and pressure to develop new strategies of prod- Facing competition from Nottinghamshire’s uct differentiation (Ilbery et al. 2005). Burton upon Trent ales, Colonel James Porter This article focuses on the development and im- developed a distinctive, full-flavoured ale brand plementation of new and hybrid commercial strate- for Newcastle Breweries in 1927. The “produc- gies. Building on the well-documented practice of tion of difference” was sought to create a brand commodifying myths associated with rural settings distinct from the commodified, high-volume and and identities (Hopkins 1998; Mitchell 1998; Ray low-margin ales and beers available in the late 1998; Hracs 2005), these strategies add experiential 1920s. The new dark ale was designed to offer elements to communicate and exploit rural myths in consistent quality and taste, higher alcohol by new ways. In recent years the experience economy volume, an attractive aesthetic and presentation, has gained currency (Lassen et al. 2009; Freire-Gibb and be capable of commanding a premium price 2011; Bille 2012; Lorentzen and Jeannerat 2013), […] its brewing process established NBA’s in- yet little is known about how food-related entrepre- trinsic material ties to the Tyne Brewery site in neurs in rural contexts compete by developing and Newcastle upon Tyne. This attachment imbued selling experience and culturally infused niche food NBA’s origin myth of distinctive “waters of the products. This article contributes to existing studies Tyne” combined with locally particular yeast in geography by focusing on the experience-based strains and raw materials (i.e. barley, hops, malt) strategies that food-related entrepreneurs in rural brewed with locally idiosyncratic and variable Denmark are using to differentiate and add value to brewing equipment and brewers’ skills. their products. Although Sørensen et al. (2010) cor- rectly note that using culture and experience to sell Once a product is imbued with place-based or other things is nothing new, we demonstrate how some symbolic elements of quality these agents of differ- Danish entrepreneurs are responding to market com- ence and value need to be communicated to con- petition by tweaking and extending these concepts. sumers. As Ilbery et al. (2005, p. 118) indicate, for Our findings suggest that in addition to traditional those operating at the production end of the food passive experiences such as storytelling and visiting chain, the notion of difference becomes critical to days such as the popular Danish event “let the cows what they call ‘the process of reconnection’. This out”, some producers are also offering more active process entails ‘creating a difference in “qual- experiences. ity” between specific products and mass-produced The aim of this article is not to prove that products; creating a difference between geograph- experience-b ased strategies constitute a widespread ical anonymity in food provenance and territorial and generalizable trend or a sustainable source of specificity; and creating a difference in the way value. Instead, it aims to explore the development certain foods are produced’ (Ilbery et al. 2005, p. and operationalization of passive, active and com- 118). Once such a difference has been achieved, it plementary strategies through a small qualitative needs to be acknowledged, highlighted and mar- study of three rural communities in Denmark. By keted through such processes as accreditation and exploring the ways in which food-related entrepre- labelling. neurs tailor their experience offerings to cater for 96 © The authors 2015 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography EXPERIENCE THE DIFFERENCE specific consumer desires for symbolic value and by ‘the creation and extraction of value from an en- self-actualization, the article contributes to our un- vironment that involves the shift in value from an ex- derstanding of consumption, differentiation and isting use value to a higher market value’ (Anderson value creation. As these experiences are based on 2000, p. 103). In other words, rural embedded val- spatial, environmental, cultural, civic and historic ues including business ideas are transformed into qualities entangled within rural landscapes, it also new business forms. Rural food-related enterprises considers whether the experience economy rep- including those involved in food production (Skuras resents a “window of opportunity” for small cities et al. 2006) and gastronomy (Bessière 1998) have marginalized in the knowledge economy, as argued embraced this practice. In particular, they attach ter- by Lorentzen (2009). At a time when many rural ritorial images or identities to local and niche prod- communities in developed countries are suffering ucts (Ilbery and Kneafsey 1998; Stathopoulou et al. economic and social hardships caused in part by the 2004). This entrepreneurial activity is also influ- decline of industry, the flight of capital and depop- enced by the desire of sophisticated consumers to ulation (Hracs 2005), the article highlights how en- experience the rural ideal and symbolic-laden qual- trepreneurs in rural areas can leverage local assets to ity foods – a trend described in the literature as the remain competitive in a globalized marketplace. In “quality turn” (Mitchell 1998; Ilbery and Kneafsey so doing, it also nuances our understanding of rural 2000; Goodman 2004). As Bessière (1998, p. 25) development and rural–urban interaction. explains: The article is organized as follows. The first section reviews the literature on rural entrepre- The modern consumer tries to be thorough- neurship and the experience economy. This is fol- ly aware of the various elements in the food he lowed by a description of the research design and eats. The “unidentified edible object” must tell the three rural communities in Denmark where the the story of its source, preparation and identity research took place. The empirical section is divided by labelling. The consumer demands a closer re- into three parts which focus on three specific types lationship with the producer of his food, wheth- of experience-b ased strategies (active, passive and er it be real (as in buying straight from the farm), complementary). The conclusion summarizes the or imaginary (through rustic-looking labelling). key findings and considers the effectiveness and long-term sustainability of using experience-based In this sense, the authenticity, security, assurance strategies as sources of distinction and value. and learning experiences demanded by consumers shape the quality labels associated with food prod- ucts. Crucially, these labels also create sources of Rural entrepreneurship and food-related differentiation and help to establish what Power producers (2010) calls a unique position and relational status Rural entrepreneurship is defined as the creation of a for both the offerings and enterprises in saturated new organization that introduces new products, cre- marketplaces. In effect, quality-laden offerings have ates a new market, or utilizes a new technology in the capacity to command a price premium for ru- a rural environment (Wortman 1990). Innovation ral food enterprises, which by characterization have is an important ingredient in entrepreneurship in less capacity to compete on the basis of economies both rural and urban contexts (Henderson 2002); of scale (Cawley et al. 2003). however, rural entrepreneurs are understood to be The rural farm sector is becoming more entre- more locally rooted than their urban counterparts. preneurial, niche and diversified with the develop- Indeed, rural entrepreneurs typically draw on local ment of farm shops, food processing and other geographic features and labour market skills to gain non-farm enterprises, including bed and breakfasts a competitive advantage (McElwee and Atherton and farm-based tourism (Marsden et al. 2002; North 2011). Although studies demonstrate that rural en- and Smallbone 2006). Although these non-farm ac- trepreneurs operate in all industries and that sig- tivities coincide with rural tourism (Skuras et al. nificant heterogeneity exists in the contemporary 2006), it suggests a new paradigm in rural econo- economic landscape of rural areas (Henderson mies that can be described as a form of pluriactiv- 2002), activities related to tourism, food production ity instituted to enhance growth and the survival of and food processing remain central. farming-related enterprises (Carter 1998). In ad- The rural entrepreneurial process is characterized dition to increasing scope and generating higher © The authors 2015 97 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography ISAAC K. ARTHUR AND BRIAN J. HRACS values for goods and services, this practice also re- entertainment or aesthetic experiences often entail flects the innovativeness of farm businesses, their passive participation from consumers, escapist or ability to make use of the new practices and to re- educational experiences are often more active and spond to consumption trends in the rural market- participatory in nature. An entertainment experience places (Marsden et al. 2002). Indeed, rural identities may involve listening to a story about a product but are being “redefined” and rural landscapes are be- an educational or escapist experience may involve coming spaces of entertainment, leisure, consump- taking a tour of a production facility or playing an tion and living either as alternatives or complements active role in creating a personalized or entirely to urban centres (Bessière 1998; Marsden and van new product. Crucially, firms blur the boundaries der Pleog 2008). between production and consumption and charge consumers to co-produce their own distinctive expe- riences (Prahalad and Ramaswamy 2004; Grabher The experience economy et al. 2008). Therefore, firms endeavour to stage en- The recent rise of experiential products stems from vironments, artefacts and contexts that facilitate in- shifting consumer behaviour and firm-based strate- teraction and allow consumers to co-create their gies to add distinction and value to new and tradi- own experiences (Carù and Cova 2003; Hracs and tional goods and services (Poulsson and Kale 2004). Jakob forthcoming). For Hirschman and Holbrook (1982, p. 92), experi- From sailing trips around the Scottish islands in ences reflect the hedonistic desire of consumers and revitalized steamboats (Anderson 2000) to themed relate to the ‘multi-sensory, fantasy and emotive as- events at historic castles in Sweden (Bill 2007), ex- pects of one’s experience with products’. Such ex- periences are being developed and offered in a range periences include ‘tastes, sounds, scents, tactile of spatial contexts that shape and enhance their impressions and visual images’ (Blythe 2009, p. value. These and similar examples demonstrate the 115). innovativeness of rural entrepreneurs and their abil- From a marketing perspective, experiences are ity to convert local assets into experience-related defined as a type of offering that can be added to offerings. commodities, goods or services to create a fourth As experience-based strategies become more product category that satisfy and extract value from widespread, however, scholars have commented post-modern consumers (Pine and Gilmore 1999; on the need to differentiate and enhance the experi- Schmitt 1999; Gupta and Vajic 2000; Carù and Cova ences with authentic content (Hracs and Jakob forth- 2003). Specific examples include themed events coming). In The Rise of the Creative Class (2002), and stories attached to food services for restaurant for example, Florida argues that members of the guests (Pine and Gilmore 1999). Qualitatively, the so-called creative class prefer authentic and par- experience offerings signify an added value imbued ticipatory experiences to passive and staged expe- into a product or service, which serves as the key dif- riences such as those provided by Disney. Gilmore ferentiating element from other products. They are and Pine (2007) contend that because contemporary thus indicative of a ‘symbolic value’ (Sundbo and consumers search for authenticity where and when Darmer 2008, p. 1), which consumers will buy in they spend, authenticity is a new and crucial busi- addition to the main product, and subsequently pay ness imperative. Thus, obtaining a sustained com- a higher price for. Not all experience offerings are petitive advantage entails shifting from “hyperreal” add-ons to utilitarian products as argued by Pine and to authentic experiences (Firat et al. 1995, p. 41) – Gilmore (1999), but rather constitute a core prod- eating seafood while overlooking a beautiful fjord uct such as leisure events, art, museums, festivals, in Norway vs eating in an artificially staged tropi- theatre, opera, cityscapes, sporting and music events cal forest at the Rain Forest Cafe restaurant chain (Richards 2000; Sundbo and Darmer 2008; Sundbo (Morgan and Hemmington 2008). 2009). Ultimately, the experience economy is linked Similarly, not all experiences are created or with affluence (Toffler 1970) and spurred by high consumed in the same way. For example, Pine and disposable incomes (Bourdieu 1984) and individ- Gilmore (1999) outline a four-part typology of ex- uals who crave self-realization after the attainment perience realms (entertainment, education, escap- of esteem, social and psychological needs (Maslow ism and aesthetic) which feature varying levels of 1943). Accordingly, the experience economy sug- intensity and engagement from consumers. Whereas gests a response to the increasingly fetishized 98 © The authors 2015 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography EXPERIENCE THE DIFFERENCE Table 1. Sample of food-related enterprises. Enterprise name Location Activity Year est. Employees Ownership Interviewee Restaurant Købmandsgården Thisted Restaurant 1999 1 Individual Owner Restaurant Cafe Conrad Thisted Restaurant and cafe 1997 1 Family Owner Hotel Thinggaard Thisted Restaurant 2004 24 Individual Owner Spritfabrikken Thylandia ApS Thisted Liquor production 2008 None Partnership Owner Agger Fiskbil Thisted Fish retailing 2002 None Family Owner Thy lam Thisted Sheep farm/farm shop 1998 1 Family Owner Fonfisk Hanstholm A/S Thisted Fresh fish sales and export 1986 15 Partnership Manager Nørhå Ørredbutik Thisted Fish farm 1969 None Individual Owner Thisted Bryghus Thisted Brewery 1902 32 Shareholders Manager Thy Bondegårdsferie og Thisted Farm, farm shop and NA None Family Owner Gårdsbutik guesthouse Tove Køkken Mors Catering and cafe 2007, 1995 1 Family Owner Vilsund Muslinge Industri A/S Mors Mussel processing 1986 40 Partnership Managing Director Svaneke Chokoladeri Bornholm Confectionary 2007 3 Individual Owner Vingården Lille Gadegård Bornholm Winery 2000 3 Individual Owner Den Bornholmske Gårdbutik Bornholm Farmers market/farm shop 2009 None Partnership Co-owner Hallegård Gårdbutik og Bornholm Sausage factory and cafe 1990 3 Individual Owner Pølsemageri Lehnsgaard Bornholm Rapeseed oil production 2004 6 Family Owner and mustard Mønstergård Bornholm Crop and animal farming 1996 None Individual Owner Restaurant Bryghuset Bornholm Resturant and brewery 2000 8 Individuals Restaurant owner Svaneke Source: authors. consumption excess in society (Harvey 2008) and Mors and Bornholm). After talking to local residents the ‘modern need for enchantment’ in products and officials at tourist offices and reading activity (Richards 2000, p. 165). profiles (in pamphlets and on websites) a list of suit- able enterprises was created. Each enterprise was located in one of the three rural communities, was Research design small in size and focused on food-related products. The analysis presented in this article is based on In general terms, the respondents were educated and qualitative interviews. This method of data collec- middle class individuals who had either been born in tion was chosen because of the exploratory nature of the local communities or had lived there for a long the research questions, which sought to investigate time. Table 1 contains a more detailed breakdown of why, and how food-related entrepreneurs in rural the sample. Denmark add distinction and value to their products The interviews with entrepreneurs, which lasted with experiences. As our goal was to investigate between 45 and 90 minutes, provided rich data poorly understood phenomena and to identify im- about local market conditions and specific experi- portant variables, the use of open-ended interviews ence-based strategies. To further contextualize these was an appropriate methodological choice (Baxter data, we also conducted six interviews with key in- and Eyles 1997; Wolfe and Gertler 2004; Brink and formants who hold positions related to tourism, food Svendsen 2013). In total, we conducted 25 in-depth branding and economic development in the three interviews (19 with enterprises and 6 with key in- case communities. formants)1 in three rural communities (Thisted, Each interview was recorded, transcribed © The authors 2015 99 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography Figure 1. Map of Denmark iInSAdAicC aKt.i AnRgT HsUtuR dANyD a BrReIaANs. J . HRACS Figure 1. Map of Denmark indicating study areas. SourceS:o uarucet: hauothrosrs.. verbatim and coded according to dominant themes. nuanced understanding of how some food-related Throughout this article, we include verbatim quo- entrepreneurs use experience elements in the pro- tations as the best way to demonstrate how par- duction and sale of their products to generate value ticipants expressed meanings and experiences in and distinction. The study also identified avenues their own words. These responses have been sup- for further research. plemented with personal notes from the interviews, including impressions about places, products and re- spondents and observations about the internal and The three case communities external environments of the businesses (Davidsen Thisted, Morsø and Bornholm are characterized as 2008). In some instances we also followed up with remote rural areas based on the Danish classification respondents via telephone and further contextual- system of rurality (MFAF 2012). This section pro- ized the interview data by analysing documents such vides a brief description of each study area. as municipality maps, enterprise brochures, flyers, The municipality of Thisted is located in the posters, policy documents and photographs. As is north-western part of Denmark. The distance from common with qualitative interviews, our goal was Copenhagen is approximately 420 km and the travel not to establish statistical significance or represent- time with public transport (train and bus) is about 5 ativeness but rather analytical plausibility and co- hours. Thisted is flanked on the west by the North gency of reasoning (James 2006). In line with our Sea and its southern and eastern edges are formed by exploratory aims, the case study produced a more the Limfjord. It covers a total area of approximately 100 © The authors 2015 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography   1   EXPERIENCE THE DIFFERENCE 1,100 km2. As of 1 January 2014, Thisted had a pop- and from Thy through the Vilsund Bridge on the is- ulation density of 41.2 inhabitants per km2 and a land’s north-western part. There are also ferry links total population of 44,230 inhabitants, represent- to Thy from the south west of the island and from the ing the fourth largest in the North Jutland Region north of Morsø. Morsø is famous for its distinctive (Statistics Denmark 2014, Table 6). The municipal- and diverse landscape, with such features as dra- ity is marked by various natural resources includ- matic molar slopes at locations such as Hanklit and ing Denmark’s first national park (National Park Feggeklit in the north, and agricultural areas in the Thy) and sandy beaches including Klitmøller, or south. The island is famous for its artists and crafts- “Cold Hawaii”, which attracts surfers from both men and features furniture making and mussel fish- Denmark and abroad. The National Park contains ing and processing, but agriculture is the traditional lakes, a game reserve and a wide range of plants, an- source of livelihood on the island and farming still imals and important sites of Danish history. These remains important (Morsø Turistbureau 2010). include grave mounds from the Bronze Age and sev- The island of Bornholm is one of the municipali- eral World War II German bunkers along the coast. ties forming the Capital Region of Denmark (Region The park’s unique scenery and captivating cultural Hovedstaden). It is situated in the Baltic Sea, close history is also considered as a potential source for to the southern Swedish coast and about 160 km east branding and marketing an array of high-quality of Copenhagen. The island covers an area of approx- foods in the area (Landsbygruppen Thy 2008). The imately 589 km2 and has a coastline of 158 km. The National Park is used by local food-related enter- total population is 40,215 inhabitants with 68.4 in- prises as part of their experience-based strategies. habitants per km2 (Statistics Denmark 2014, Tables Hitherto, Thisted can be identified with Billimoria’s 6 and 401). There are connections to Copenhagen (1978, p. 27) description as ‘a region at the cross- by ferry and the flight time from the Copenhagen roads. Rural, sparsely populated, an area termed Kastrup airport to Rønne airport in Bornholm is ap- “developing” in its struggle to forge a viable eco- proximately 35 minutes. Bornholm is known for nomic and socio-cultural future of its own’. its unique natural landscape which is very differ- There are about 1,700 enterprises located in ent from mainland Denmark. It features hills, water- the municipality, providing employment for peo- falls, dramatic rocks, rocky coastlines, rift valleys, ple in various sectors (Thisted Kommune 2014). sandy beaches, harbours, lakes, wildlife, and exotic At the time when this study was first planned, the botanical species. It has various cultural heritage food sector has a total of 1,164 enterprises provid- sites, including the medieval round church build- ing 2,493 full-time jobs (Danmarks Statistik 2006). ings; the iconic herring smokehouses visible in most At that point in time, approximately 3 per cent of towns and cities on the island; fortresses and the fa- Denmark’s agricultural products were produced in mous medieval Hammershus castle ruin. For cen- Thy (Thisted Kommune 2007), which made the ar- turies Bornholm has featured various craft arts and ea’s food sector a good net contributor to the na- smoked herring production (Turist Bornholm 2010). tional economy, as is still the case. The richness of Bornholm’s natural, aesthetic Morsø Municipality is also located in the north- and symbolic landscape forms a basis for its reputa- western part of Denmark and lies very close to the tion as a tourist destination, attracting approximately eastern part of Thy. The distance from Copenhagen 600,000 Danish and foreign visitors annually. The is approximately 390 km and the travel time with economic livelihoods in Bornholm include primary public transport (train and bus) is between 5 and 6 sector activities (agriculture, fishing, forestry and hours. Although Morsø is marked as a small island mineral extraction), industries and services (ÅSUB it is the largest among all the islands on the Limfjord 2008). More recently, Bornholm has been building in Denmark. It covers an area of 367 km2 and has a reputation for its food enterprises through the of- a total population of 21,003. As such, it is one of ferings of culinary, gourmet foods, coupled with the least populated municipalities in the North the emergence of new enterprises specialized in Jutland Region. However, its population density of ‘small scale artisan/industrial processing of special- 57.3 inhabitants per km2 makes it the fifth largest ized food and drinks’ (Manniche 2009, p. 3). In gen- in the whole of the North Jutland Region (Statistics eral, the island is considered to have a robust brand Denmark 2014, Table 6). There are bridge connec- that covers several enterprises with growth poten- tions to Morsø from Salling through the Sallingsund tial in smaller niche productions and larger export- Bridge on the south-eastern part of the municipality ing industries, as well as tourism and the experience © The authors 2015 101 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography ISAAC K. ARTHUR AND BRIAN J. HRACS economy. The latter is perceived as a potential model knowledgeable and discerning, the stories need to be to revitalize the local economy and innovative com- compelling and effective in accentuating the unique petences to kindle growth and development on the qualities of the products in question. For food pro- island (Bornholm’s Growth Forum 2007). ducers this means talking about specific ingredi- ents and production processes and linking them to unique territorial, cultural and historic features as- “Listen and learn”: storytelling and passive sociated with the rural landscape (Hopkins 1998; experiences Callon et al. 2002). As the owner of Spritfabrikken In a marketplace characterized by oversupply and Thylandia ApS explains: ubiquitous alternatives, producers use compet- ing agents of difference and labels,2 such as qual- Storytelling is still a big thing in business today ity, green, ethical or exclusive to attract consumers […] Our competitive strength is the story. That and convince them to pay a premium (Hracs et al. is what we can focus on. I think we have a great 2013). Yet regardless of the scheme and the proper- product […] It’s expensive […] But mainly we ties of the product, consumers must somehow learn have the story that is about hand-picked ingredi- about what makes a particular commodity, good or ents from the National Park […] It is not only be- service different and thus more valuable. Within our cause of our ingredients but the main thing is to sample, 15 of the 19 enterprises provide learning ex- exploit the name ‘National Park Thy’ in a prod- periences for their customers through storytelling. uct as well […] And we always push that for- These stories focus on different symbolic elements ward by telling that story because that is some- and qualities of the products. In Bornholm, for ex- thing that no one else can do. ample, Restaurant Bryghuset Svaneke,3 Hallegård Gårdbutik og Pølsemageri and Vingården Lille For Spritfabrikken Thylandia ApS in Thisted, using Gadegård tell stories for entertainment. The stories hand-picked ingredients from the National Park is a are told during guided tours of their facilities, con- prime source of distinction and value. The brewery versations with customers and on the internet (par- Thisted Bryghus also tells stories about hand pick- ticularly in the case of the brewery). The brew master ing Sweet Gail plants (bog-myrtle) from the Thy explained that he associates hilarious names and sto- National Park and using it as an ingredient in their ries with the beer brands served in the restaurant and products. These examples provide evidence that that this justifies the price of the tour and keeps con- products in competitive markets such as food can sumers coming back to learn new stories. As a re- extract value from their geographic entanglements sult, the restaurant’s owner described the brewery as (Pike 2011). In other cases, attachments to place are a “lighthouse” for his business. combined with narratives of quality and sustainabil- Our research suggests that storytelling is not only ity. In marketing their organic meat products, for ex- an effective way to communicate this information ample, Thy Lam uses storytelling about their sheep to consumers but that the experience of listening to grazing on local and protected sites, including the these stories can also be commodified. As the owner historic grave mound sites within the Thy National of Thy Bondegårdsferie og Gårdbutik explained, Park. Similarly, Den Bornholmske Gårdbutik em- ‘in an ordinary shop you just buy a product but here phasizes that its sheep graze on the vegetation sur- you can also buy a story if you are prepared to pay rounding the medieval Hammershus castle ruins. more’. Unlike their mass-market counterparts, who Both respondents told us that the stories are meant often choose between competing products on the ba- to promote the quality and authenticity of the meat sis of price, sophisticated consumers will pay more4 production and how animals are more natural main- for products and experiences imbued with high lev- tainers of the local ecosystem than machines. els of symbolic value that enhance their own cultural The sustainable, ethical and organic nature of capital (Bourdieu 1984; Hracs et al. 2013; Hracs and these practices and the stories about animal welfare Jakob forthcoming). Rather than simply reading la- reflect Danish policies that promote greater food bels in a supermarket or online, these consumers are safety and sustainability in the production chain willing to invest time and energy to “see for them- (DFAC 2012) and the growing desire of consumers selves” and value the experience of visiting farms to know where their food comes from and how it has and interacting with producers. been produced (Bessière 1998). As the manager of However, because these consumers are often Fonfisk Hanstholm A/S argues: 102 © The authors 2015 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography EXPERIENCE THE DIFFERENCE A growing market trend is that when consum- idealized origin of the product, which is then legit- ers go to the market to buy cut fillets of fish, imized and appreciated as real. It is also clear that they like to know where it has been caught, who educational experiences help to attract visitors to caught it and where the boat landed. So you have shops and events and that attaching territorial identi- to attach a story […] it is part of the marketing ties to local and niche products generates price pre- of the products. miums (Pike 2011). However, as more food-related enterprises em- Much like the alcoholic beverage producers, by link- brace storytelling and begin to offer passive ed- ing their products with the symbolic and aesthetic ucational experiences, international and Danish values of local heritage sites, these meat producers, tourists enjoy a greater range of alternatives and it restaurants and seafood dealers offer visitors learning becomes harder to attract the attention and patron- experiences that enhance the attractiveness, distinc- age of consumers (Goodman 2004). Concomitantly, tiveness and value of their products. Onsite storytell- food-r elated enterprises have realized that some ing is popular and effective but local food-related consumers are not satisfied by passive experiences enterprises also offer learning experiences through such as merely listening to stories. Indeed, as Florida themed events where visitors are given lectures (2002) argues, many consumers consider immersive about the origins of specific food products and tips and participatory experiences more authentic and about recipes and cooking techniques. In Bornholm, valuable. These consumers want to get their hands for example, Den Bornholmske Gårdbutik organizes dirty and learn by trying things out for themselves. a monthly farmers’ market day where many local Therefore, as the effectiveness of storytelling is un- food producers come to sell their products. Often the dermined by competition and its inherently passive organizers develop themes such as “du må godt vide nature, some food-related enterprises are offering hvor din mad kommer fra” (you must know where more immersive, participatory and what we term ac- your food come from) and “hvor din mad kommer tive experiences. fra” (where does your food comes from?). Although these themes are meant to raise awareness about sus- tainable food production and consumption, they also “Be the farmer”: immersive and participatory provide a learning experience for consumers and experiences source of differentiation for enterprises involved in Instead of encouraging visitors to passively listen to the events. As one farm shop manager told us: a farmer or guide talk about the origins and produc- tion of a food-related product, three of the nineteen As part of the promotion we have the animals enterprises in our sample are allowing consumers to and we put up these signs about the cattle and actively participate by playing the role of the farmer. sheep […] So when people are out in the nature In an attempt to stage a more immersive experience, on Bornholm they see these signs and they say Thy Lam offers a picnic where visitors enjoy the ex- ‘OK that is a nice way to treat the nature here.’ perience of taking the sheep outside their fences to We think it is a good way to produce meat be- graze on the historic landscape in Steinberg while cause you raise the animals in the nature but they also eating samples of the meat. In line with Pine only travel a short distance to where they are and Gilmore (1999), who discuss the attractiveness slaughtered and sold. If we are talking about […] of escapist experiences, these activities are memo- Bornholm’s experience economy, this is part of rable because they allow consumers to escape their it. This is part of the adventure and what you can daily lives and pretend to be something else for a experience. few hours. These kinds of participatory experi- ences are innovative ways to promote the image of It is clear that local food-related enterprises strategi- the farms and specific products but other examples cally stage interactions to educate consumers about demonstrate how the experience itself can generate a range of topics, including local history and sustain- economic value for the producer. able food practices while at the same time promoting Nørhå Ørredbutik is a small fish farm origi- the distinctiveness of their own products. This sup- nally established in 1969. Traditionally, the farm ports the recent work by Jeannerat (2013) who dem- produced fresh and smoked fish which were sold onstrates that firms educate and initiate consumers in Denmark and exported to Germany. In the early through tours which allow them to experience the 2000s the farm began to struggle financially and in © The authors 2015 103 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography ISAAC K. ARTHUR AND BRIAN J. HRACS Figure 2. Put and take experience at Nørhå Ørredbutik. Source: Arthur (2009). 2004 it initiated a strategy to revitalize the business. be layered to generate greater distinctiveness and The strategy took the form of a new farm shop and value. In other words, the form of the experience a “put and take” or active fishing experience where (passive or active) is important but so too are the customers pay a fee to fish from the lake for spe- qualities of the underlying good or service (Callon cific durations. Between 2007 and February 2009 et al. 2002). the farm received over 5000 visitors, including 4000 Sophisticated consumers who visit rural areas German tourists, and the fishing experience quickly like to bring their children and prefer to patronize became the farm’s main attraction. According to the establishments that offer family-friendly learning farmer, the traditional operation of the farm was on opportunities and memorable experiences. Our re- the verge of collapsing due to stiff competition in search suggests that some food-related enterprises the German export market from low-priced Turkish are recognizing and harnessing this demand by pro- products and dwindling patronage by local residents, viding appropriate products and experiences. Thy but introducing an immersive, active and escapist Bondegårdsferie og Gårdbutik in Thisted, for exam- fishing experience has successfully increased con- ple, opened a guesthouse aimed at attracting tour- sumer traffic and spending. Interestingly, although ists with children to his existing business. To make similar active fishing experiences exist in Germany, staying in the guesthouse interesting, memorable the quality of the fish on this farm in Denmark at- and attractive, he provides recreational facilities for tracts German tourists. As the farmer explained: children and participatory experiences for the whole family. While the children engage in collecting eggs There are lots of put and take fishing places in and feeding animals, the parents help with harvest- Germany but on a Saturday six or seven of them ing crops on the farm. Crucially, because the chil- will drive here together. When we ask them why dren can see some animals for the first time and can they come here: they say ‘because they can catch learn about when, how and what they eat, parents a fish which will taste good’. In Germany they are willing to pay for this wholesome yet fun expe- can catch a fish (makes a gesture to signify big) rience. The event of making pancakes on the farm is but it will not taste good. Over here they can also a very strategic way for the owner to create and catch a fish (makes a gesture to signify small) but commodify a memorable experience while also pro- they still like it. They like the quality and taste moting and selling his marmalades. As he put it: and will come here for that […] Even if they do not catch anything, they will still come because Once a week the visitors gather in this hut with […] they want the experience of fishing. the children and they can have pancakes and marmalade […] When these tourist are leaving This example hints at the commercial poten- some of them want to buy 10 boxes of marma- tial of active experiences and the ways in which lade for their homes to make pancakes. Making other agents of difference, quality in this case, can pancakes in this hut gets people to buy the 104 © The authors 2015 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography EXPERIENCE THE DIFFERENCE marmalade from our shop […] It is just a place or the national park and through that we get peo- for the people to feel cosy to feel at home and ple to stay here longer. In the same way when to have a good experience so that when they go somebody goes to the golf course they tell him back they can always talk about this place. When there is a hotel in the city where he can lodge. So the kids go home they ask their parents, ‘when we have cooperation and we send people around are we going to have pancakes again?’ this area in that way. We all make money when they come to each other. Although only three of the nineteen enterprises in our sample were offering active experiences at the This business partnership also includes ProBus – a time of our fieldwork, these cases illustrate the po- tourist transport group in Thisted that encourages tential attractiveness and value of immersive and tourists to make stops at several affiliated businesses participatory experiences. They also demonstrate when they are touring around the community. After how specific active experiences can be tailored to being exposed to the landscape and vegetation of the meet the demands of specific consumer groups in- fiord (Limfjord), for example, the bus strategically cluding fishing enthusiasts and families with young stops at the affiliated Købmandsgården restaurant children. where visitors can enjoy local food from a serene viewing spot. These initiatives enable and encour- age cross-promotion between businesses while also “What else can we do?”: connected and allowing consumers to customize and create their complementary experiences own experiences in the area. Attracting tourists is a challenge for many food- In another example, the Morsø-based cafe and related enterprises who constantly search for ways caterer Tove Køkken promotes a network of local to generate buzz and consumer traffic. One strategy musicians, authors and artists. Beyond the food, ad- involves identifying synergies with complementary ditional experiences are added by serving visitors businesses in the community and forging strategic with antique dining wares and offering special mu- networks and partnerships. As Brink and Svendsen sic concerts. Often, a local musician entertains visi- (2013) point out, converting social networks into tors with his music and tells stories about his life and social capital and cooperative partnerships between experiences performing around the world. The use entrepreneurs with complementary roles, skills and of antique wares also allows visitors to learn about offerings can generate monetary rewards and greater local cultural heritage or historic objects linked to a competitiveness in rural areas. particular community and time period. According to Instead of acting alone, five of the nineteen en- the cafe owner the antique wares help to attract more terprises in our sample are working with other busi- visitors to the cafe. As she explained: nesses in their local communities to attract visitors, from other countries and parts of Denmark, and I can see it when people come here […] They see to make sure that they know about specific prod- these old dishes and some of these things [refer- ucts and experiences once they arrive in the area. ring to antique plates, tea sets which she reached According to the manager of Hotel Thinggaard, in out for], and they say wow and they talk about addition to providing his own storytelling experi- it. They like it. There are different things avail- ences, he promotes an established network of other able for them. tourist-related attractions. This network includes the Thy National Park, the local golf course, other ho- While displaying and selling the works of local cre- tels and the local fitness centre. As he explained: ative people is not a new phenomenon (Hracs 2005), the practice is important in these cases because it Well when people come here they don’t come to signifies a conscious effort to provide visitors with Hotel Thingard alone they come to experience additional learning experiences and to extract value this area. There are many businesses in this area from introducing consumers to new products and so we cooperate with the attractions, other res- the people who made them (Hracs and Jakob forth- taurants and hotels. It is a new thing that we do coming). Moreover, while establishing strategic in this cooperation […] when a customer comes partnerships and an integrated network of comple- here I tell him you can sleep and eat here and also mentary experiences requires time, social capital spend a day at the golf course, the fitness centre and resources, the resulting collective pull increase © The authors 2015 105 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography ISAAC K. ARTHUR AND BRIAN J. HRACS the competitiveness of all the partners and commu- experiences are located in Thisted. Our research nity more broadly (Dawe 2004; Hracs 2005). suggests that the different levels of competition in In addition to linkages within rural communities, each community can explain this. In Bornholm, our research found synergistic partnerships between which is a more established tourist destination, en- food-related enterprises in rural and urban areas. terprises can effectively market and monetize their Thy Lam and Den Bornholmske Gårdbutik, for ex- products using storytelling. Yet, in the more com- ample, supply meat to restaurants in Copenhagen. petitive community of Thisted some enterprises are These restaurants generate value by telling their cus- forced to experiment with active experiences, to ca- tomers about the idyllic rural environments where ter to sub-groups including families with children their suppliers are located and about the treatment and to pursue partnerships. These findings support of the animals. These stories are communicated by the view that spaces are not mere containers of eco- servers at the restaurants and on their websites. The nomic activity, but crucial shapers of specific com- following quote provides an illustrative example: mercial strategies and valuable inputs to specific products in their own right (Lorentzen and Jeannerat [The lambs we use] look after the Bornholm 2013). countryside with their mothers. They graze are- as which would otherwise have to be mowed by machine or hand. When Koefoed’s own lambs Conclusion: do experiences have an expiration are not at work, they are dining on lush, juicy date? grassy areas which, combined with a special This article considered the competitive strategies feed blend – created by Koefoed’s own chef – of food-related entrepreneurs in rural Denmark. contributes to the lambs’ fantastic meat quality Following Callon et al. (2002) who assert that ‘a and completely unique flavour. product is a process’ and that specific qualities can be added to products at multiple stages of the value Rural producers in our sample also partner with ur- chain, it sought to identify the strategies through ban firms for other reasons. To cater to a larger urban which these entrepreneurs are marketing and mone- market, Thy Lam sells meat through a retail outlet in tizing their products. Whereas most products are po- Aarhus (the second largest city after Copenhagen). sitioned based on material properties such as design, To overcome the difficulty of obtaining a permit and the production process or immaterial properties the cost of running its own distillery, Spritfabrikken (symbolic elements, branding), we focused on the Thylandia ApS outsources the production of its increasingly important role of experiences as agents unique beverage recipes to a micro distillery in of difference and value (Power 2010). This focus ad- Køge (within Greater Copenhagen). These forms dresses recent research which states that, although of rural–urban interaction are beneficial for the en- experiences have often been used to help differenti- terprises involved but they also help to generate ate and add value to traditional goods and services, economic growth and sustainable development in they need to be studied as products in their own right Denmark more broadly. Indeed, despite a history of (Lorentzen 2009). Thus, this article nuances our segregation, policies such as the European Spatial understanding of food-related entrepreneurship in Development Perspective of 1994 are encouraging rural contexts, the evolving nature of consumer de- a more complex and integrated relationship between mand, mechanisms through which geographically rural and urban economies (Caffyn and Dahlström entangled qualities produce symbolic value and the 2005). experience economy more broadly. Taken together, these findings suggest that stra- After establishing the competitive pressures tegically producing and selling experience-related that rural food producers face, the article put for- products not only generates value and differentia- ward examples of experience-based strategies. It is tion, but also constitutes a response to growing con- argued that some local entrepreneurs develop and sumer demand for symbolic-laden and high-quality use specific experiences such as storytelling or self- food products with rural associations. As Table 2 harvesting to enhance the distinctiveness and value demonstrates, it is important to point out that all of existing food-related products but also that other of the enterprises in our sample that have devel- experiences such as fishing are being commodified as oped active experiences and three of the five that stand-alone products. Building on Pine and Gilmore have developed partnerships and complementary (1999) who introduce, but do not empirically test, 106 © The authors 2015 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography EXPERIENCE THE DIFFERENCE a typology of experience realms composed of en- this may be unrealistic (Hracs and Jakob forthcom- tertainment, education, escapism and aesthetic we ing). When asked, our respondents were optimistic demonstrate that some entrepreneurs use different that offering experiences could help them remain experiences with varying levels of intensity and con- competitive in the future but many conceded that the sumer engagement for different purposes. Whereas strategies had not been in place long enough to know passive experiences like storytelling are used to ed- for sure. ucate consumers about the specific qualities of prod- This article has implications for current re- ucts, more active and participatory experiences can search and contributes to several ongoing strands be created and sold as add-ons and even standalone of research within geography. It extends existing products. By extension, we argue that food-related studies on the experience economy (Lassen et al. entrepreneurs understand and tap into the demand 2009; Freire-Gibb 2011; Bille 2012; Lorentzen for unique, personalized, memorable and authentic and Jeannerat 2013) both conceptually and empir- experiences by charging consumers to act out their ically by introducing the framework of passive, ac- escapist fantasies about being a farmer or chef in an tive and complementary experiences and providing idyllic rural setting. evidence of how specific activities are developed, The article also identifies the popularity of practiced and consumed on the ground. In so doing, family-f riendly experiences among rural tourists it supports Florida’s (2002) claim that members of and highlights how food-related entrepreneurs can the creative class prefer participatory to passive ex- exploit the demand for wholesome and educational periences and demonstrates how experiences allow products and activities. Although much of the re- contemporary consumers to create unique identities, search dealt with the interactions between entrepre- display social status and pursue self-actualization neurs and consumers, the article did outline efforts through learning, doing, trying and making (Boggs by entrepreneurs to forge crucial strategic networks 2009; Lorentzen and Hansen 2009; Hracs and Jakob within local communities. Indeed, to overcome the forthcoming). Moreover, the article positions expe- challenge of attracting and retaining tourists some riences as standalone products instead of mere com- of the entrepreneurs in our study worked with other plements to existing goods and services or branding local businesses who offered complementary expe- devices as Pine and Gilmore (1999) originally riences. These partnerships allow entrepreneurs to suggested. avoid direct competition, generate synergies and Whereas existing studies tend to focus on the higher levels of consumer traffic for their businesses ways in which large global firms such as Prada or and the community as a whole. Newcastle Brown Ale generate distinction and value Despite our small sample, it is clear that through experiences, branding and spatial entangle- experienced-b ased strategies can help food-related ments (Crewe 2010; Pike 2011), this article focuses entrepreneurs in rural contexts to attract consum- on food-related entrepreneurs in rural Denmark. As ers and extract more money from them. However, such, it advances current research on understud- as with other branding and value creation strategies ied locations (Danish towns: Sørensen et al. 2010; such as exclusivity (Hracs et al. 2013) that rely on Lorentzen 2013) and actors (independent cultural establishing a differentiated position in the market- producers: Hracs et al. 2013) by demonstrating how place, it is important to question the long-term sus- entrepreneurs in rural areas can leverage local assets tainability and effectiveness of offering experiences. and rural–urban linkages to cope with the challenges For just as Goodman (2004) points to label fatigue, of remoteness and market competition (Arthur if every food-related business adds experiential ele- 2011). ments consumers may be overwhelmed and the ex- Moving forward, we believe that future research periences will cease to distinguish specific products should focus on the long-term success of both the from others. We may also question how many times enterprises and the specific experience-based strat- a tourist can hear the same story or pick the same egies. This could involve a larger, more representa- berries before the act becomes inauthentic and the tive, longitudinal study of similar enterprises and a value of the experience is diluted. The dynamism of more detailed comparative analysis to tease out the the contemporary marketplace may simply force en- nature and value of different types of passive and ac- trepreneurs to constantly create new and fresh ex- tive experiences. It would also be useful to interview perience offerings but given their limited resources consumers in order to investigate how they find, (time, energy, money, marketing skills and workers) evaluate and ascribe value to specific food-related © The authors 2015 107 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography ISAAC K. ARTHUR AND BRIAN J. HRACS 108 © The authors 2015 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography Table 2. Summary of experience strategies. Connected and complementary Additional experiences/ Enterprise Location Passive experiences Active experiences experiences no experiences Den Bornholmske Bornholm Storytelling about the sheep, location and Supplies meat to restaurants in Gårdbutik sustainability Copenhagen Vingården Lille Bornholm Guided tours of their vineyard and production Gadegård facility and wine to try Hallegård Gårdbutik Bornholm Storytelling about quality of pig breed and or- og Pølsemageri ganic production and guided tours of produc- tion facility Svaneke Bornholm Production area is designed to allow visitors to Chokoladeri experience the chocolate production process Restaurant Bornholm Guided tours of the brewery and restaurant Bryghuset Svaneke Lehnsgaard Bornholm Guided tours of the production facility Mønstergård Bornholm Guided tours of the farm Vilsund Muslinge Morsø Storytelling about product origin, fishing pro- Industri cess/culture, products history in the area Tove Køkken Morsø Complementing food service ex- Offers catering services in the area: perience with music of local mu- serves traditional Danish food sicians, literary works by local writers and works by local artists Thy Lam Thisted Storytelling about sheep, location, connection to Visitors graze the Supplies meat to restaurants in Sells sheep wool and bones as raw national park, sustainability. sheep on the historic Copenhagen. and Partnership with materials for other enterprises landscape retail outlet in Aarhus Nørhå Ørredbutik Thisted Put and take’ or active Exports fish to Germany fishing experience Thy Thisted Storytelling about the ethical treatment of ani- Visitors and families Bondegårdsferie mals and organic production stay at the guesthouses og Gårdsbutik and participate in ani- mal feeding, harvesting and food preparation Thisted Bryghus Thisted Storytelling about local features and use of hand- picked ingredients from national park; guided tours of the brewery and drinks to try Spritfabrikken Thisted Storytelling about local features and use of Thylandia ApS hand-picked ingredients from national park Fonfisk Hanstholm Thisted Storytelling about the origin of the fish and the A/S processing methods Restaurant Thisted Storytelling about the local and high quality in- Partnership with local tourist trans- Serves traditional Danish food; Købmandsgården gredients used in the beer and connection to food port group offers catering services for special safety and environmental sustainability events in the area; The restaurant has colourful interior décor that offers aesthetic experience to customers Hotel Thinggaard Thisted Storytelling about the food and drinks they Network with related tourist attrac- serve; live music performances tions and partnership with local tourist transport group Agger fiskbil Thisted Live fish experience for children in the summer Restaurant Cafe Thisted Offers catering services for special events; the Conrad restaurant has colourful interior décor that offers aesthetic experience to customers EXPERIENCE THE DIFFERENCE © The authors 2015 109 Geografiska Annaler: Series B © 2015 Swedish Society for Anthropology and Geography Connected and complementary Additional experiences/ Enterprise Location Passive experiences Active experiences experiences no experiences Den Bornholmske Bornholm Storytelling about the sheep, location and Supplies meat to restaurants in Gårdbutik sustainability Copenhagen Vingården Lille Bornholm Guided tours of their vineyard and production Gadegård facility and wine to try Hallegård Gårdbutik Bornholm Storytelling about quality of pig breed and or- og Pølsemageri ganic production and guided tours of produc- tion facility Svaneke Bornholm Production area is designed to allow visitors to Chokoladeri experience the chocolate production process Restaurant Bornholm Guided tours of the brewery and restaurant Bryghuset Svaneke Lehnsgaard Bornholm Guided tours of the production facility Mønstergård Bornholm Guided tours of the farm Vilsund Muslinge Morsø Storytelling about product origin, fishing pro- Industri cess/culture, products history in the area Tove Køkken Morsø Complementing food service ex- Offers catering services in the area: perience with music of local mu- serves traditional Danish food sicians, literary works by local writers and works by local artists Thy Lam Thisted Storytelling about sheep, location, connection to Visitors graze the Supplies meat to restaurants in Sells sheep wool and bones as raw national park, sustainability. sheep on the historic Copenhagen. and Partnership with materials for other enterprises landscape retail outlet in Aarhus Nørhå Ørredbutik Thisted Put and take’ or active Exports fish to Germany fishing experience Thy Thisted Storytelling about the ethical treatment of ani- Visitors and families Bondegårdsferie mals and organic production stay at the guesthouses og Gårdsbutik and participate in ani- mal feeding, harvesting and food preparation Thisted Bryghus Thisted Storytelling about local features and use of hand- picked ingredients from national park; guided tours of the brewery and drinks to try Spritfabrikken Thisted Storytelling about local features and use of Thylandia ApS hand-picked ingredients from national park Fonfisk Hanstholm Thisted Storytelling about the origin of the fish and the A/S processing methods Restaurant Thisted Storytelling about the local and high quality in- Partnership with local tourist trans- Serves traditional Danish food; Købmandsgården gredients used in the beer and connection to food port group offers catering services for special safety and environmental sustainability events in the area; The restaurant has colourful interior décor that offers aesthetic experience to customers Hotel Thinggaard Thisted Storytelling about the food and drinks they Network with related tourist attrac- serve; live music performances tions and partnership with local tourist transport group Agger fiskbil Thisted Live fish experience for children in the summer Restaurant Cafe Thisted Offers catering services for special events; the Conrad restaurant has colourful interior décor that offers aesthetic experience to customers Source: authors. ISAAC K. ARTHUR AND BRIAN J. HRACS goods, services and experiences (Joosse and Hracs 2. As argued in Hracs et al. (2013) it is imperative that labels accu- 2014). As the challenges facing small-scale produc- rately describe the qualities and practices behind products be- ers of food and other cultural products (especially cause when consumers or the media discover false claims and instances of “greenwashing” or sweatshop labour, brands and those located in rural and remote areas) are likely to sales are often irreparably damaged. intensify with greater market integration and com- 3. This restaurant and brewery are co-located and work closely, petition, further research on the topics outlined in but are owned and managed by different individuals. this article will have theoretical and practical value 4. The price premium that the enterprises in our sample charge is typically 10–15% more than competing products at local for a range of stakeholders and should be pursued. supermarkets. 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