…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…
• 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
• 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
• Agricultural entity
• Restaurant serving farm products
— Organic not required
• Service in a natural setting
• Promotes local agri-tourism
• Family-friendly food service
— Daily lunch, evening reservations, special events
• Wine sales
— Direct sales
• Add value
• Create profit
• 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
• Limited media promotion
— Internet
— Road signs
• Emphasis on Networking
— Connecting local farms
— Word-of-mouth advertising
• 80% of new guests
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
• Following regulations
• Kitchen harmony
• Overall organization
• Time
• Stress
• 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