Franklin

Garlic capital of the world [electronic resource] : Gilroy, garlic, and the making of a festive foodscape / Pauline Adema.

Author/Creator:
Adema, Pauline.
Publication:
Jackson : University Press of Mississippi, c2009.
Format/Description:
Book
1 online resource (210 p.)
Subjects:
Food habits -- California -- Gilroy.
Garlic -- Social aspects -- California -- Gilroy.
Folk festivals -- California -- Gilroy.
Gilroy (Calif.) -- Social life and customs.
Form/Genre:
Electronic books.
Language:
English
Summary:
Adema scrutinises how Gilroy, California, successfully transformed a negative association with the pungent garlic bulb into a highly successful tourism and marketing campaign, and explores how local initiatives led to the iconisation of the humble product there. To understand Gilroy's success in transforming a local crop into a tourist draw, the book contrasts the development of this now-thriving festival with events surrounding the launch and demise of the PigFest in Coppell, Texas.
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.
Notes:
Bibliographic Level Mode of Issuance: Monograph
Includes bibliographical references (p. 173-190) and index.
ISBN:
1-282-48582-2
9786612485824
1-60473-333-0
OCLC:
317404843
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