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|Articles - April 2012|
|Thursday, March 22, 2012|
Page 3 of 5
To date, Lefevre has planted about a dozen truffieres in Oregon, and many in other states. One of his customers is Jim Bernau, founder and president of Willamette Valley Vineyards. Bernau recently hired Lefevre to plant three acres of truffle trees on land near Tualatin. He serves on the Oregon Truffle Festival’s advisory board and his winery is a longtime festival sponsor.
Bernau also bankrolled the 2009 feasibility study because he felt the nascent truffle industry needed the sort of guidance that Ted Casteel’s popular tome, Oregon Winegrape Growers’ Guide, provided early Oregon winemakers. As far as he’s concerned, Oregon wine and Oregon truffles go hand in hand. “The pairing of pinot noir and truffle-infused food is just perfect,” says Bernau. “They’re meant to be with each other.”
From a tourism standpoint, truer words were never spoken. To Holly MacFee, Travel Oregon’s vice president for Global Brand Strategy, the pairing of Oregon wine and Oregon truffles is a winning proposition for the state. “We’re lucky to have truffles because they really do elevate our reputation as a culinary destination,” she says.
The state does its part to promote the truffle industry through advertising, such as the 15-second spot filmed by Wieden+Kennedy as part of Travel Oregon’s Oregon Bounty campaign that features a truffle hunter and his dog seeking fungal treasures in the forest. Oregon truffles also will be featured at Feast Portland, a food event already getting national attention that’s planned for Sept. 20-23. Mike Thelin, one of the event organizers, says local truffles will impress attendees of the keystone event on Sept. 22, “Porklandia.”
“When people come from other places, they know we have pinot, they know we have pork, they know we have beer, they know we have great chef talent,” says Thelin. “And then they find out, oh, you have truffles too? It’s like, does it ever end? What’s next? Local bananas and pineapple?”
Tuesday, February 25, 2014
BY JESSICA RIDGWAY
A self-proclaimed “chile head,” John Ford “grows, eats and does everything spicy.”
Tuesday, April 08, 2014
BY HANNAH WALLACE | OB BLOGGER
It may be obvious, but most farmers don’t make a lot of money. According to preliminary data from the 2012 Agriculture Census, 52% of America’s 2.1 million principal farm-operators don’t call farming their primary occupation. Farm cooperatives may offer a solution.
Friday, April 04, 2014
BY ERIC FRUITS
The rapidly rising cost of higher education has left even the smartest researchers and the wonkiest of wonks wondering what’s happening and where’s all that money going. More and more, prospective students—and their families—are asking: Is college worth the cost?
Tuesday, March 11, 2014
BY MARK BLAINE | OB BLOGGER
The publisher of the Emerald Media Group moves on, leaving a cutting edge media group that depends on business acumen for its survival.
Tuesday, February 25, 2014
BY BRANDON SAWYER
The 100 Best Companies get more creative with perks and more generous with benefits; employees seek empowering relations with management and coworkers.
Friday, March 28, 2014
BY TOM COX | OB BLOGGER
The next mysterious (or disastrous) event could be one that you or your team might suddenly need to respond to, probably under intense scrutiny.
Friday, March 21, 2014
TOM COX | OB BLOGGER
During a recent talk to HR Directors, I asked if they saw leaders trying to solve every problem, instead of delegating to and empowering staff. Every head nodded. Every single one.
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