An Agri-Tourism Drive Journey

Explore the people, produce, and passion of the north east region through food, beverage, and culture.

Optimum Standard along with Agritourism Tasmania curated the 2024 agriCULTURED drive journey. A agricultural & tourism journey that spanned over two days showcasing local farms, businesses and experiences within the Tamar region and Lilydale region of Launceston. Our focus was to curate a event connected life’s experiences through the pleasure of local food and to showcase local agritourism. Taking your appetite on the road of North Tasmania

Combining Food, Beverage & Culture |

Combining Food, Beverage & Culture |

Saturday 3rd August 2024

Forests, Food, and Fine Wine

Saturday included a visit to Summerlea’s Farm, where guests enjoyed a delightful morning tea featuring the farm's produce, music curated for the land, and a panel session facilitated by Dr. Sue Kilpatrick. This session explored the importance of social connections among farmers in the region.

At Clover Hill, a panel discussion will be held with Daniel Croker (Fork it Farm), Ian White (Clover Hill), and Matthew Evans (Fat Pig Farm and author of Soil and Milk). The panel will examine the importance of terroir in the food they produce and what it means for the food we eat. Guests can also enjoy a bookable lunch experience curated by Fork it Farm and Clover Hill, accompanied by music from Tessa Lee.

Sunday 4th August 2024

Heritage Harvest

On Sunday, we ventured into the southern part of the region, near Relbia and Evandale. The day began with a Welcome to Country, where attendees had the opportunity to learn about healing the land and the cultural practices that have been in place for thousands of years, shared through the voices of Tasmanian Aboriginal Community members. An Indigenous meal prepared by Djuker Hart was enjoyed during morning tea.

Following the Farming Yarn, the group gathered at Harland Rise to discuss land management and food production. Everyone savoured a delightful grazing table featuring local produce and lamb from Harland Rise, curated by Larna Pittiglio, while enjoying music from Katy Humphries and Mick Attard during lunch.

The Marketing

We were tasked with marketing a new experience that lacked previous content. To address this, we collaborated with Benjamin from ‘No Name Creative’ to produce a series of reels that provided a sneak peek of an upcoming agritourism event. With the curated written copy, graphic designed titles and the website we developed, we successfully created a comprehensive social media/marketing plan that included:

  • 8x videos

  • 5x graphic tiles

  • 5x EDM’s

These materials were tailored to engage audiences across various regions in Tasmania.

Using images captured by Benjamin Freudenmann and Jasper Da Seymour, we created a 5-post carousel for Meta that highlights key aspects of the value and experience of our offering. We collaborated closely with agriCULTURED during our weekly marketing meetings to ensure that our content, planning, and overall event organisation continued to adapt alongside our marketing materials.