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

With nearly 40 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.

Personal Statement

"I believe that growing food and sharing meals are among the most meaningful acts we can do as humans. My mission is to inspire others to rediscover the simple, deeply rewarding connection between the garden, the kitchen, and the table. I am not here to teach perfection or technique—I am here to encourage confidence, curiosity, and the joy of nourishing ourselves and the people we love.

I share my family’s legacy of farming not as a profession, but as a way of life: the shared work of tending the soil, the quiet pride of watching something grow, and the happiness of gathering around a table to enjoy what we’ve created together. Good food is not just nutrition—it is memory, tradition, and the foundation of community.

I hope to help others experience the wellness that comes from growing even a little of their own food, supporting local growers, and embracing a lifestyle rooted in presence, gratitude, and connection. My role is to inspire—not instruct; to encourage—not prescribe. I simply want to help people feel the satisfaction of nurturing life, sharing meals, and living a little closer to the earth and to each other."