Crafting Stories Where Travel Meets Table: Hospitality, Heritage & Sustainability

With over 30 years of expertise in hospitality, destination marketing, and experiential tourism, Frank Webb has built a career centered on connecting people to places through authentic stories and meaningful experiences. His work has guided leading resorts, boutique hotels, and tourism organizations in understanding not only how travelers explore, but why they are drawn to certain experiences that resonate long after the journey ends.

At Market Edge Communications, Frank directs the Cucina initiatives that blend travel, food, and culture into transformative encounters. These efforts include developing agritourism experiences, farm-to-fork excursions, and heritage food storytelling that both celebrate and sustain local communities. His philosophy is grounded in the belief that “food is more than sustenance—it’s identity, culture, and community,” a perspective that fuels his dedication to fostering stronger, more resilient food systems.

Frank’s commitment extends beyond storytelling into advocacy. He champions food security and local food ecosystems, ensuring that small producers are not just featured, but supported with access to wider markets and long-term growth. By aligning culinary heritage with sustainable practices, he bridges the gap between traveler curiosity and producer resilience—a model that benefits both visitors seeking authenticity and communities striving for economic strength.

Through Cucina, Frank leads a vision where every meal is a story, every farm visit is an education, and every connection between producer and traveler contributes to a stronger, healthier local food economy. His work positions food heritage not only as a cultural treasure but as a vital pathway to community well-being and sustainable tourism.