Culinary Arts Professor Contributes to Book on Wine

Media Release – Otago Polytechnic
For immediate release, Tuesday July 16

Culinary Arts Associate Professor gains international acclaim for contribution to award-winning book on wine

Reaping accolades in the fiercely competitive culinary word is becoming a regular occurrence at Otago Polytechnic’s School of Hospitality. The school’s world-first, design-based culinary arts degree is rapidly gaining international attention and kudos.

In July, 2014, Otago Polytechnic’s School of hospitality will again attract international focus as host of the International Conference on Designing Food and Designing for Food.

In yet another reflection of the calibre of staff within the school, Associate professor Richard Mitchell, has received recognition from the prestigious OIV- an international jury of wine experts, for a chapter he contributed to an award-winning scientific book on wine.  The award will be presented in Paris in December.

The award-winning book, The Business of Champagne – A Delicate Balance, is published for the Routlage Studies of Gastronomy Food and Drink.

The book offers a fascinating insight into the complexity of modern business management and marketing from the viewpoint of leading academics.

Mitchell’s chapter ‘A Place of Paradox- Champagne as it is presented to the outsider’- reveals the on-going marketing strategy of capitalising on the mythology of the Champagne region. He gathered his data through multiple visits, tours, tastings, informal and formal interviews, resulting in full ‘ethnographic emersion”.

In his chapter, Mitchell carefully dissects the way in which both the grandiose production houses and the thousands of the region’s small winegrowers lean heavily on myth to craft and reinforce the authenticity of the Champagne brand.

“This myth continues to be cultivated, celebrated and communicated to consumers and visitors to Champagne.” he writes. “Champenois continued vigilance to withstand any invasion from the outside or to have their brand sullied or stolen by any other outsiders is legendary.”

“They set themselves apart from other wine regions in the world by steadfastly projecting the image of handcrafted traditions and intuitive expertise, in which nature is heralded as the champion, with their Champagne being lovingly tendered in limestone cellars.”

He illuminates the paradox of maintaining this stance while at the same time delicately side stepping the stark reality of vast modern innovative and technically advanced mega productions.

His chapter concludes with the observation that the continuing success in hosting visitors is totally reliant on promulgating the enduring mystique of Champagne.

ENDS

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