Luxury Real Estate Marketing: America’s Luxury: Localvores

Localvores, a word coined in 2007 in San Francisco, defines a growing trend of eating foods grown in one’s geographical area.   The numbers of farmers selling directly to consumers has doubled in the years between 1997 and 2007, and is continuing that doubling trend according to the US Department of Agriculture.  This trend has enhanced the economy of local communities. Eating local is considered important as part of a healthy diet.

Part of our luxury real estate marketing research, as we travel to our clients’ marketplaces, includes exploring the local foods.  In Virginia’s Chesapeake Bay our clients took us to lunch at Merroir which overlooks the Chesapeake Bay.  Merroir (smart branding) is a play on the word “Terroir”. This is a French word term used in wines, chocolate, and coffee to describe the unique attributes of the area’s soil and climatic conditions which gives a distinct taste to that particular wine or food. And, "Mer" means sea in French, as "Terre" means earth.

Merroir is a tasting room for oysters grown locally in different areas of the water.  According to co-owner Travis Croxton, “Every oyster is influenced by its marine surrounding, and you can taste those differences.”   Three types of oysters are on the menu: Rappahannock River Oysters, Stingray Oysters and Olde Salt Oysters.  The Rappahannock River Oysters are raised in the tail end of the river of the same name, where the freshwater meets the saltwater of the bay and are sweeter. Stingrays grown in Mobjack Bay are saltier. The Olde Salt Oyster from the Chincoteague Island is the saltiest of the three.  The limited menu includes steamed clams, crab cakes, salads and fried green tomatoes.

We loved the Rappahannock River Oysters.  We also ordered crab cakes (grown locally and fresh that morning) and sampled fried green tomatoes.  It was gourmet heaven.   So if you ever find yourself anywhere near the Chesapeake Bay in Virginia, make sure you stop at Merroir‘s.  They are open Wednesday through Sunday.   We are thankful for all the localvores in America.

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