Spruiking our wine to the rest ofthe world ... British Michelin-star chef, Roger Jones. Source: Supplied
THE Australian wine industry has recruited one of the Queen's former head chefs to promote the country not only as a leading wine producer but a land of fine dining as well.
And such has been the interest from the UK and across Europe, a mass food and wine tasting campaign has had to move to the larger historic Royal Agricultural Hall in central London to accommodate.
At 21, Roger Jones was the youngest chef to run the State banquets at the palace and cook for the Royal Family as well prime ministers at 10 Downing Street including Margaret Thatcher.
The chef has achieved a Michelin-star every year since 2006 and countless other awards but come January 30, the high profile Welsh-born gastronome will tell European food and wine industry buyers, commentators, restaurateurs and press why the best drinking and eating is to be found in Australia.
In a first of its type campaign to sell the country as a global gastro capital, Wine Australia has enlisted Jones to celebrate the versatility of the Aussie drop when paired with fine "Australian-inspired" foods.
The 52-year-old said Australia had been marrying wine and fine foods for at least a decade before in Britain and he has long believed Australian wines some of the best in the world. Jones has for the past 15 years been quietly promoting Australian wines at his restaurants in England and Wales.
Australian wine has a fine reputation... one of our strong regions is in the Hunter Valley in NSW. Source: Supplied
"It's just a copy of what we have done for nearly 15 years but on a much bigger scale and we are delighted to come on board," he said.
"Australians continue to lead in innovation and environmentally with wine, they are not scared to stand up and fight for the good of wine."
Wine Australia's UK/EU director Yvonne May said the campaign supported Tourism Australia's push to promote Australia for world-class gourmet travel.
A Tourism Australia report found local Aussie cuisine was a major attraction ahead of "natural environments" in a study of 15 tourism markets including the UK, US, France, China and South Korea. But it also found of the people who had never visited Australia, only 26 per cent associated the country with good food and wine.
"It signals the move we are making this year toward embracing food and travel as an integral part of what Australia has to offer," Ms May said (today/yesterday).
"We (Wine Australia) are a taste of Australia here in the UK market but we will be working much more with tourism. Australia's approach to food is very experimental so this is not about presenting plates of crocodile or kangaroo meat it's about how Australia works and plays with flavours and textures which is of course is so much of what our wine makers do."
Ms May said more than 800 top food and wine industry buyers and officials from across Europe and representatives from the world's leading restaurants would be attending.
More than 1000 wines from 32 regions in five states will be exhibiting in the Edwardian-era Royal Agricultural Hall, in what is one of the biggest food and wine shows in Britain.
"It really is big, it's exciting," Ms May said.
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