Food Symbolization and Place Making
This chapter ties together the loose threads of the preceding discussions. It argues that there are multiple dimensions to iconizing food as a strategy of place branding and community building, and that the symbolic meaning associated with or attributed to food informs its use as iconic of collective identity. The story of how Gilroy became a festive foodscape illustrates how branded place identities are shaped by history, zeitgeist, imagination, perception, culinary curiosity, and a quest for differentiation.
Keywords: food festivals, foodscape, collective identity