The reinvention of terroir in Danish food place promotion

Abstract

ABSTRACTThis paper conceptualizes place branding narratives that mobilize local food and contemporary gastronomic trends by revisiting the notion of terroir (taste of place) as a strategic marketing asset. In particular, it explores how rural tourism destinations with little or no gastronomic heritage exploit the discourses of New Nordic Food to create a distinct sense of place. An extensive review of the literature identifies two conservationist strategies by which terroir narratives are constructed (accreditation and patrimonialization), neither of which fully captures the particular rhetorical approaches shaping the Nordic terroir. Drawing on empirical illustrations from Danish rural destinations, the paper argues that terroir can be reproduced and invented through manipulative rhetorical approaches and identifies two novel, transformational strategies framing terroir narratives (exoticizing and enterprising). The paper contributes with a conceptual model conceived through a unique combination of place-specific (typicality) themes and market-specific ideologies, which has the explanatory power to distinguish Nordic terroir narratives from earlier articulations of taste of place.