Summit: Branding the Piedmont’s Food Identity

Date: April 10
Time: 1:30 pm - 4:00 pm
Price: FREE
Location: The Haven
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Event Partners

When you hear "Napa Valley," likely you have a host of positive connotations toward the wine and agriculture of that region. 

What is it that makes certain regions of the country develop that kind of emotional pull, and what would it mean for Charlottesville, Albemarle and the greater central Virginia region if something such as "the Piedmont" had a similar ring? In this first annual summit, join the Charlottesville Regional Chamber of Commerce, Albemarle County, and a host of producers, distributors, vintners, brewers, and restaurateurs in an open discussion on how to promote the area’s agribusiness and forge a collective identity.

The format of this summit is centered around visual presentations from successful "brands" and "branders" that operate in Charlottesville and beyond.

PART ONE - 1:30PM - Artisan Vendors - Tastes of the Piedmont

PART TWO - 2PM - Presentations: What is a food identity? What other regions have them? What do they "do"? 

Payne Ross & Associates - Exploring the region's "food tourism" assets. 
Relay Foods - Examples of other regions, and the various methods used to construct an identity. 
Arcadia Center for Sustainable Food & Agriculture. Presents on buildings blocks of a compelling food identity,focusing on terroir, authenticity and storytelling 
Virginia Tourism Corporation - Exploring food and wine as a regional draw.

PART THREE - 3PM - Building a brand - insights from those who have done it successfully

COMMONS & Convoy - this book and website of Charlottesville food photography is a sterling example of how to synthesize the diversity of producers and restauranteurs and highlight the entire region.
Monticello Harvest Festival: This 8th Annual event assembles the regions thought leaders and producers to the historic West Lawn of Monticello for a celebration of sustainable agriculture.​
New Belgium Brewing: The makers of Fat Tire Amber Ale and a host of Belgian-inspired beers discuss cultivating a national brand with key components of sustainability.​


  • Monticello Heritage Harvest Festival

  • Pamela Hess - Arcadia

  • Andrea & Sarah - Beyond the Flavor

  • Ryan Mauter, Regional Field Brander, New Belgium Brewing