value-added agriculture and agri-tourism case study: abbaye de valmagne, farm-auberge autumn gear...

Value-Added Agriculture and Agri-tourism Case Study:

Abbaye de Valmagne, Farm-Auberge

Autumn GearMichigan State University

Summer 2010

Purpose of Study

…to generate an understanding of how value-added agriculture and tourism are implemented in a French farm-auberge in order to inspire the creation of similar establishments in Michigan…

Abbaye de ValmagneTimeline

• 1139 – Founded• 1790 – Last practicing monks fled

• Church converted into a wine cellar

• 1838 – Purchased by the Count de Turenne• 1975 – Doors open to the public

• Today – Operations conducted by the descendents of the Count de Turenne

Abbaye de ValmagneAgriculture

• Onsite wine cultivation and processing• 75 hectares– 30 hectares Controlled Area of Origin

(1 hectare = 2.471 acres)

• Agriculture Biologique (Organic) certification– 2011 – all wines

• Global sales

Abbaye de ValmagneEffects of Organic Wine Production

Farm-AubergeDescription

• Agricultural entity• Restaurant serving farm products– Organic not required

• Service in a natural setting• Promotes local agri-tourism

Farm-AubergeOperations

• Family-friendly food service– Daily lunch, evening reservations, special events

• Wine sales– Direct sales• Add value• Create profit

Farm-AubergeWine Sales

Farm-AubergeDevelopment

• Create proposal– Tourism board critique– Exam– Must satisfy region’s

regulatory bodies

• Follow regulations– Historical monument– Restaurant– Farm-auberge– Accessibility– Organic

More hindrance than help

Farm-AubergeMarketing

• Limited media promotion– Internet– Road signs

• Emphasis on Networking– Connecting local farms– Word-of-mouth advertising• 80% of new guests

Farm-AubergeCatering to the Public

French Trends:• Enjoy nature• Slow down• Experience the farm;

Live in the city

Auberge Characteristics:• Outdoor dining

– Vegetable garden– Canal

• Rustic building style• Decreased service speed• Emphasis on food and wine

– Quality (Organic)– Origin

Farm-AubergeChallenges

• Following regulations• Kitchen harmony• Overall organization• Time• Stress

Farm-AubergeFuture Prospects

Farm-Auberge in Michigan

• Key Requirements– Working farm– Desire to promote local agriculture– Knowledgeable or learned proprietors– Strong organization– Efficient kitchen– Patience

For more information on the Abbaye de Valmagne, please visit

www.valmagne.com