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Garlic Capital of the World
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Garlic Capital of the World: Gilroy, Garlic, and the Making of a Festive Foodscape

Pauline Adema

Abstract

According to this book, you smell Gilroy, California, before you see it. The book examines the role of food and festivals in creating a place brand or marketable identity. The author scrutinizes how Gilroy successfully transformed a negative association with the pungent garlic bulb into a highly successful tourism and marketing campaign, and explores how local initiatives led to the iconization of the humble product there. The city, a well-established agricultural center and bedroom community south of San Francisco, rapidly built a place-brand identity based on its now-famous moniker, “Garlic ... More

Keywords: Gilroy, foodscapes, festivals, place brand, marketable identity, tourism, marketing campaign, local initiatives, iconization, Garlic Capital

Bibliographic Information

Print publication date: 2009 Print ISBN-13: 9781604731200
Published to University Press of Mississippi: March 2014 DOI:10.14325/mississippi/9781604731200.001.0001

Authors

Affiliations are at time of print publication.

Pauline Adema, author