Bernard Mouze, Instructor, Pacific Institute of Culinary Arts; Melody Raynaud, Provence-Alps-Cote d'Azur Tourism & Michelin-Star Chef Christian Etienne
Aix-en-Provence Tourism Office's Flore Boubila; Claude Maniscalco, Saint Tropez Tourism Office & Cyrille Saboya, Marseille Tourism Office
Chef Christian Etienne with the Provence delegation
Now, how often does one get an invitation to a meal whipped up by a Michelin-Star chef?
Atout France’s Director – Canada, Armelle Tardy-Joubert was in Vancouver with a delegation from Provence (Vancouver was their only Canadian stop) with their star attraction. What better way to promote a destination than by flying one of its feted chefs to whet the appetite for the full experience.
The venue was the Pacific Institute of Culinary Arts, a school for cuisine with an onsite restaurant that is open to the public. Guests were treated royally (it is a training school and staff are assessed on their performance) in the intimate dining room overlooking the boats moored along Granville Island. Needless to say, trainees were thrilled to work with a Michelin-Star chef.
Chef Christian Etienne hails from Provence and runs Restaurant Christian Etienne, which is situated in a medieval mansion in front of the UNESCO-listed Palace of the Popes, in Avignon. According to Melody Raynaud, from the Provence-Alps-Cote d’Azur Tourism Board, Chef Christian remarked that he had never seen such huge sardines as the ones he used for our starter... sardine spread toasts. Next on the menu came giant tomatoes generously stuffed with crab, sitting atop creamed white cheese and chives – yum, yum. The main course was a tasty eggplant and lamb neck cake braised with candied tomatoes. Of course the lunch came a selection of 3 French wines – red, white and rosé.
Between courses, guests were given an overview of each destination: Aix-en-Provence, Avignon, Cavaillon, Marseille, Saint Tropez and Vaucluse. Of note was Marseille which because it was named European Capital of Culture last year, took the opportunity to spruce up its image and refresh its appearance. The city now features a refurbished harbour, new hotels and is more pedestrian friendly.
As for Saint Tropez, when asked why he needed to promote the destination, Claude Maniscalco, Director, Saint Tropez Tourism Office said, “I’m here to promote the brand, not the destination.” Not made for mass tourism, the town caters to the ultra rich with its boutique hotels (the largest offers 110 guestrooms), regattas, fashion shows, wine tastings and such. And there are no hotel chains nor fast food outlets there.
Said Tardy-Joubert, “We want you to choose France for your holiday next year, and choose Provence. Why? It’s got nice colours, you’ll get a warm welcome and the gastronomy is amazing.” Sigh, the French sure know how to win hearts over.
