Interview de Janelle Donnelly, responsable de la communauté portuaire
Lors du Festival « Food and Wine » organisé à Melbourne du 1er au 17 mars, le port de Melbourne a contribué à la réalisation de l’affichage du stand urbain dédié au café et situé dans le quartier central d’affaires de Melbourne. Le stand a été conçu par le cabinet d’architectes Hassell Partners. Ils ont utilisé des conteneurs maritimes, afin de mieux représenter la chaine logistique du transport de café.
AIVP: How was born the idea to collaborate with the Food and Wine festival? Did you work together before?
Janelle Donnelly: The Port of Melbourne is located in the heart of Melbourne which has a population of over 4 million people. It has been the Port of Melbourne Corporation’s (PoMC) strategy to find partnership opportunities that help promote the port and how it enhances the lives of Melbournians. Melbourne is a ‘café society’ and the consumption of coffee by the Melbourne population is growing exponentially.
PoMC and the Melbourne Food and Wine Festival entered into a partnership (with others) for the first time in 2013 to help explain the ‘journey’ of coffee from coffee farms around the world, through the Port of Melbourne, to cafes. Melbourne’s obsession with coffee was boosted by post-war immigration from Europe and over the past ten years, the volume of coffee beans imported through the port has increased by 780%.
Given that the Port of Melbourne facilitates the import of specialised food products and exports of high quality Australian food and wine to international markets, a partnership with one of Melbourne’s major international events that showcased these commodities seemed to be the right approach. For a coffee-crazed city, the story of coffee is an easy to understand narrative about the role of the port in our daily lives. This coffee journey is explained in a temporary display called the “Urban Coffee Farm and Brew Bar” which incorporates shipping containers into the display and is set up in the central business district. Colourful info-graphics are on display within the Urban Coffee Farm and Brew Bar and include statistics such as “3 Million cups of coffee could be made from the 30 tonnes of coffee beans that enter the Port of Melbourne every day”. Approximately 100,000 people are expected to visit the Urban Coffee Farm and Brew Bar during the festival period.
Another positive outcome of this initiative has been that we have been able to work with one of the port’s tenants, CC Containers, to source and fabricate the shipping containers for use at the festival. So our industry partners are involved also.
AIVP: Educating and communicating on what the port is doing is part of the Port Ed education program initiated by the Port of Melbourne in 2002. What will be your “educational” program in 2013?
JD: In 2013, the Port Education program will focus on developing high quality on-line educational resources. We anticipate establishing a ‘reference’ group comprised of individuals from the education sector so that we can understand the needs of our market and increase our educational offering particularly to tertiary institutions.
AIVP: What does encourage the direction to invest money and time in these educational and cultural projects and what do you expect in terms of feedback ?
JD: Investing in educational and cultural projects can positively impact community and stakeholder sentiment towards the port and it’s activities. Furthermore, the educational and cultural programs help to influence government decision makers in key policy areas associated with ports including in transport and logistics. Although these investments can be measured in monetary terms, the programs are also an investment in the relationship we have with our stakeholders building trust and confidence in PoMC as a responsible port manager. We have been able to measure general knowledge of the port by some stakeholder segments as well as attitudes and areas of mutual interest. PoMC’s educational and cultural projects are important in helping to fulfil the organisation’s port-city agenda.