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Garlic capital of the world : Gilroy, garlic, and the making of a festive foodscape

Author: Pauline Adema
Publisher: Jackson : University Press of Mississippi, ©2009.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
According to Pauline Adema, you smell Gilroy, California, before you see it. In Garlic Capital of the World, the folklorist and culinary anthropologist examines the role of food and festivals in creating a place brand or marketable identity. The author scrutinizes how Gilroy, California, successfully transformed a negative association with the pungent bulb into a highly successful tourism and marketing campaign.  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Adema, Pauline.
Garlic capital of the world.
Jackson : University Press of Mississippi, ©2009
(DLC) 2008018532
(OCoLC)227031638
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Pauline Adema
ISBN: 9781604733334 1604733330
OCLC Number: 317404843
Description: 1 online resource (xiii, 196 pages) : illustrations, maps
Contents: Making a foodscape : Gilroy and the iconization of garlic --
The festivalization of garlic : creating and celebrating community in Gilroy --
From foreign to fad : garlic's twentieth-century transition --
Garlic galore : festival inversion, subversion, and the enactment of labor relations --
Place branding and selling place : creating and marketing identity capital --
"This little piggy went to PigFest--
" : the paradox of PigFest --
Festive foodscapes : food symbolization and place making.
Responsibility: Pauline Adema.

Abstract:

According to Pauline Adema, you smell Gilroy, California, before you see it. In Garlic Capital of the World, the folklorist and culinary anthropologist examines the role of food and festivals in creating a place brand or marketable identity. The author scrutinizes how Gilroy, California, successfully transformed a negative association with the pungent bulb into a highly successful tourism and marketing campaign. This book explores how local initiatives led to an iconization of the humble product in Gilroy. The city, a well-established agricultural center and bedroom community south of San Fra.

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