A white chocolate and caramel cheesecake from Halland County to be sampled at Passion för Mat 2018.
Text & Photo © JE Nilsson, CM Cordeiro 2018

Passion för Mat 2018 draws a network of small medium enterprises in not just food and beverage as product, but rather, food and beverage in connection to a specific destination experience. This year, Halland County took centrestage at this event, marketing products of the region that lies just south of Gothenburg city. In 2011, the city authority of Varberg embarked on Varberg 2025 with the ambition to be the creative centre of Sweden’s west coast region. Varberg lies in the region of Halland County, to which several booths at this food event enticed visitors to sample the produce and flavours of Halland County.

The products of Halland County offer a region specific perspective and flavour to products usually found on the supermarket shelves in Gothenburg. A likely Singapore scaled down by distance comparison would be for one to drive to Casuarina Road to have prata compared to Jurong East or North Bridge Road. Same-same, yet different. Or some might argue, very different.

Participation and networking is key to success in destination development and marketing. Halland County’s booth had games visitors could get onboard with, winning various food prizes to take home.

Cheryl Marie Cordeiro, speaking with Magnus Thomson [1] who is on the team of destination development and marketing of Varberg.

[1] Marknad Varberg. Internet resource at http://www.marknadvarberg.se/magnus-thomson. Retrieved 3 March 2018.