Virgin Islands Agriculture And Tourism Linkage: Creating Farmer-Chef Linkages Through Niche Marketing Virgin Fresh™ Produce

The linkages between agriculture and tourism in the U.S. Virgin Islands are limited by a number of constraints. Opportunities were identified to improve the linkages related to local food chains. Strategic educational and informational exchange opportunities were developed for farmers and chefs. The University of the Virgin Islands Cooperative Extension Service and the Virgin Islands Department of Agriculture (VIDA) sponsored Farmer-Chef Connection events. Locally grown produce was provided to participating restaurants which prepared dishes featuring the items provided. Farmers and chefs were brought face-to-face when the dishes were presented and shared at events on St. Thomas and St. Croix. The VIDA is differentiating quality local produce from imports through various endeavors such as the Virgin Fresh™ branding and marketing campaign. The farmer-chef connection events stimulated two private entities to hold the first V.l. Ultimate Chef Competition, an activity featuring Virgin Fresh™ produce. Relationships between farmers and chefs present mutually beneficial opportunities for niche market sales from small farms to local restaurants and hotels. Farmers benefit from restaurateurs' willingness to pay higher prices for produce meeting their standards. Chefs benefit from having sources of fresh produce and an introduction to local items not normally found at the supermarket or wholesale distributor. Restaurants use their local purchases as marketing tools, since many residents support the idea of buying local. Demands for authentic Caribbean cuisine also encourage restaurants to feature local produce on the menus. Challenges to creating farmer-chef connections include higher up-front costs of local produce, business-culture differences between farmers and restaurateurs, supply chain logistic issues (i.e., order placement, delivery, consistency of supply) and food safety concerns.