At #wtm2012 we had the pleasure of meeting entrepreneur and founder of Flavours of France, Anika Patel. In a short space of time, Anika has created a wonderful business, helping people experience a real taste of French life through cooking and wine tours. Anika’s Flavours of France has recently been crowned a Summer Travel favourite by the Independent on Sunday. We wanted to find out more and took some time out to interview Anika.
Our verdict: 5/5 Anika’s cooking and wine tasting courses will help you come away with delicious recipes, fabulous memories and the chance to meet charming new friends.
What is Flavours of France in one sentence?
Flavours of France offers cooking and wine holidays in La Rochelle and Lyon.
Why did you set it up, what’s your background?
My background is in financial consultancy in The City. I left this industry as I wanted to pursue my dream of starting my own business. When I was contemplating business ideas I thought about what interests me and what I feel passionate about. I have both studied and worked in France and during my time there I developed a love for the food and wine. Flavours of France was born out of a desire to create an experience where people can discover the very best of France through its food. A slice of French life, if you like. Many people have visited France, it’s a popular destination among tourists but by learning to cook the regional dishes you learn so much more about the locals and their culture than simply eating in local restaurants.
Why France and do you have plans to expand into other countries?
France was a natural choice as I love the food and exploring the country. I visited many regions before settling on Poitou Charentes and Rhone Alpes, and I am looking to set up new tours in the Champagne region. Every region has its own identity and local specialities. Perhaps one day I will expand, the only other country in which I would consider setting up food themed holidays is India. The food is delicious, each dish tells a story.
What differentiates Flavours of France from the competition?
Flavours of France is a niche, independent holiday provider and with all independents there will be many points of difference. Firstly, I work with hugely talented French chefs, Simon Huet and Laurent Kehr, who are from the region where the holidays take place so they have expert knowledge of the local specialities and the area. Simon works at Michelin starred restaurant, Tetedoie, and is a professional gourmet chef with experience in working all over the world. Laurent has worked in the finest hotels in the world also as a gourmet chef. They are both professional, passionate and inspiring teachers.
Another difference is our locations. La Rochelle is a pretty, seaside town famous for its fresh seafood. Lyon as the food capital of France is the ideal destination for a food themed break. In both locations guests stay in the heart of the place, so in La Rochelle this is the Old Town and in Lyon this is right on the central square, Place Bellecour. The idea is that people can explore the area during their free time.
When you started out the business, what problem were you trying to solve?
Not a problem as such but meeting a growing demand. Niche travel has become a big trend and the number of tourists choosing a “themed” holiday is rising. There are people who wish to learn a new skill on holiday and to delve further into the local culture, whether this is through wine tasting or learning the language. Flavours of France offers those travellers a unique, independent experience. Unlike cookery schools based in the countryside our holidays are in easy to reach locations where there is plenty to do and see when you are not cooking or enjoying a wine tour.
Favourite city in France and why?
Lyon, because of its beautiful architecture and gastronomy. The traditional rustic “bouchons” (eateries) are just as popular as the Michelin starred restaurants. There is something for everyone here. I love the Croix Rousse district and the view from the Fourvière hill.
Favourite recipe?
There are so many. If I had to choose it would be foie gras with port wine sauce and crusty French bread.
Where would you like the company to be in 12 months time?
I would like the company to be creating tours that are suitable for the incentive travel market and for corporate clients. Also as mentioned I would like to expand into different regions of France.
Greatest achievement to date?
Since I set up Flavours of France I have been doing my own PR and have learnt some of the tricks of the trade. Flavours has been in the press a few times this year in The Independent, The Sun and The Sunday Times newspapers as well as Living France and France magazine.
How do you buy your travel money?
I visit the MyTravelMoney.co.uk to compare different rates, usually I find ICE gives me the best euro exchange rates.
