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Posted @ 4/4/2012 12:17 PM By Graham Hicks
(This blog posting is a follow-up to the Weekly Dish column in the Edmonton Sun on Wednesday, April 4, 2012, entitled "Alberta's Garlic Advantage" in print, and "Garlic Festival an all-Alberta affair" in the on-line version)
The Sorrentino’s Garlic Festival, in its 21st year, has become part of the very fabric of this city.
And along the way, a textbook case of great marketing that should be thoroughly studied by any student of marketing and promotion.
Most restaurants owners – 99% of them –lack the energy and imagination to separate themselves from the pack. It’s enough, they think, to simply open their doors, provide adequate service, good food and enough advertising to get by.
Then there’s Sorrentino’s.
Among their many other entrepreneurial strengths, Carmelo and Stella Rago understand the power of being different.
Inspired by a world-famous garlic festival in California, Carmelo found the extra energy and extra effort to start that first Garlic Festival two deca ...