examples of cooperation · 2015-10-27 · related marlo knowledge pill: the promotion. benefits and...

Description: what, how, why, costs and resources

Although Cyprus does not fall among the established brands for gastronomy tourism, it possesses a substantial gastronomic tradition, closely linked to its history and culture. The concept of a Cyprus Breakfast can support a new branding proposition for the hotel industry based on the authentic and traditional character of the local cuisine and act as an umbrella promotion tool for supporting the Cyprus Tourism Industry. The brand aims to highlight the social role of the industry, through its support for local communities and small producers. The specific objectives of the program are:

To improve the local/ traditional character of the breakfast offered by the participating hotels with a view to create an added value in the hotel service industry. This will be achieved through the addition of dishes and products which are characterized as authentic, traditional and/or identical with the Mediterranean diet.

To develop useful information material and support knowledge building around the Cypriot gastronomy in relation both to its historical/ cultural dimension as well as with its inherent nutritional value, with a view to increasing sales of local products.

To provide support to local producers by means of access to the tourism sector, which may be achieved through the breakfast by means of promoting their products and the particular way in which they are produced.

To promote rural communities through their gastronomical events, thereby linking their particular gastronomic heritage with the local landscape and the natural environment.

Description of the setting: stakeholders, sector, product, service, type. Related knowledge pills

The Cyprus Breakfast is a concept that has been tested in 2014 in several hotels in the Pafos region. This year, the programme has been extended to cover hotels all over Cyprus, turning into a success story for promoting the authentic gastronomy of Cyprus through the island’s hotel industry. The website of the Cyprus Breakfast project (http://www.cyprusbreakfast.eu) provides guidelines for hoteliers wishing to use this concept, lists participating hotels (which is useful for tourists), provides information about traditional Cyprus products and recipes, etc. Related MARLO knowledge pills: The Product, The Promotion, Branding.

Benefits and lessons learned

A coordinated effort to promote local products helps both local producers and tourism industry in their effort to brand local products and services, increases cooperation and improves business results.

EXAMPLES OF COOPERATION

Cyprus Breakfast


The Rose Festival takes place in Agros village (Cyprus) in May, at the peak of rose blossom. The festival is full of activities, exhibitions and demonstrations, celebrating nature’s beauty and local traditions. Activities include handpicking roses in the fields, attending the rosewater-making process, participating in festivities to learn about the cultural symbolism of roses and their products that go back in time, and live performances and shows. Along the festival grounds, local producers and the Agros women’s association offer Cypriot delicacies made with local recipes. Youth and cultural organisations hold poetry and theatre performances on the theme of the rose and the village of Agros, while folk groups dance to the sounds of local traditional music.

Description of the setting: stakeholders, sector, product, service, type (cooperation, marketing, promotion,..) related knowledge pills

Agros village has been known for decades for producing rose water and other products based on roses like rose squash drink, beauty products, candles and much more. The Rose festival is one of the ways to promote this intangible heritage and increase tourist flows to the village. The Festival is a result of cooperation among the local authority, the various tourism enterprises, local producers and the youth. For the Rose festival that is held every year, the community of Agros village (Cyprus) was awarded by Cyprus Tourism Organisation as ”Best Tourism and Local Intangible Heritage Destination- Cyprus”. The award is in the framework of the EU EDEN project ("European Destinations of Excellence"). Related MARLO knowledge pill: The Promotion.


Cooperation allows promoting local products on a bigger scale, increases tourist flows and may lead to international awards that further promote the region and its products.


Rose Festival - Best Tourism and Local Intangible Heritage

Destination- Cyprus


Women Association of Rural Larnaca is a non-profit organisation (NGO) that, among others scopes, promotes the entrepreneurship of its members and volunteering. The Association participates in programmes that have to do with the fight against the social exclusion, promotes the gender equality and volunteering. Furthermore, the WARL establishes cooperation with companies and institutions in order to organise different activities for its members such as training seminars, workshops, study visits. Every year, WARL organizes an annual festival for promoting traditional products. The event is a celebration of the local, traditional gastronomy and folk art that is still practiced in the region’s villages, with the aim of promoting and sharing the island’s culture and “keeping it alive.”


WARL was founded in 2004 and currently has over 400 members (women from rural mountainous District of Larnaca dealing with production of local traditional products). It is governed by a nine-member board of directors. The board of directors act in a volunteering manner for promoting the scope of the WARL. The Association connects different small traditional producers of Larnaca region and encourages all types of coollaboration, including the joint promotional activities. Related MARLO knowledge pills: The Product, The Promotion, Branding.


Small producers and tourism services providers can benefit from joining their forces to promote their region and its businesses.


Women Association of Rural Larnaca (Cyprus)


Cooperative Society "Mūsmāju dārzeņi' set up in late 2006 combining notable Latvian vegetable growers. Currently operating under nine members: companies- Galiņi; Bračas, Dārzi, Dimdiņi Agro, Sīļi, Sigro, Sviķi, Zarumi, Zūmaņi. Members farms are grown and realized more than 10 000 tons of vegetables and potatoes, which throughout the year are supplied Latvian supermarket chains, schools, kindergartens, as well as exported outside the Latvian. Each farm is specialized in growing your own vegetables and offer customers what is most delicious and better and it is these farms horticulturists cherished product.


Cooperative principal activity is the production of the members’ implementation of Latvian's largest retail chains.

Cooperative's turnover in 2014 was 3.43 million euros, compared with 3.27 million the previous year, while the net profit - 204,446 euros compared to 194,778 euros in 2013 (according to Firmas.lv information).

The webpage: www.musmajudarzeni.lv


Cooperation through cooperatives is the method to sell the products in the big shops and present good price.


Mūsmāju dārzeņi (Latvia)

http://www.musmajudarzeni.lv/


Rāmkalni is situated in a very beautifully place near river Gauja, less than 30 km from Riga, in the very beginning of the Gauja National Park. Rāmkalni offers a variety of attractions: active sport, delicious bistro and restaurant, as well as commercially available company’s made products and other delicacies from near and far places!


Very important tool for marketing of local products is a local and foreign fair

(Anuga Food Fair - Koln). The exhibitions and fairs not only a networking

opportunity, but one of the most important factors of the production potential

purchasers abroad, possibility to get new ideas, find partners, find out about the

latest market trends, and to demonstrate to others, which are interesting and

different. Important to cooperate with local tourism companies and local producers

in order to present the country.


To introduce the products, give to taste, tell stories and the clients would be interested.


Rāmkalni (Latvia)


The Rožmalas is a hotel and restaurant, which also promotes local products. The Rožmalas bakery offers delicious, freshly-baked pastries, Latvian piragi, truffles made with love, excellent brownies, cakes, biscuits and tarts for events available to order. The Rožmalas also offers to create your own Latvian style piragi and immerse yourself in a timeless atmosphere on a tour of the windmill. The Rožmalas this year introduced and organizes farmers’ markets for local products (food and handicraft) one per month (third Saturday)


The Path of the Grain’ exhibition can be viewed inside the Ribbes windmill and has been created by the owners to show the developments and processes of agriculture from the treatment of the land to the harvesting and processing of the crops. The farmers markets are organizes near the main buildings. The local producers are very much interested to present their products. The marketing promotion activities have been done through company’s website www.rozmalas.lv; Facebook: https://www.facebook.com/rozmalas?fref=ts; local tourism information centre: http://www.tourism.bauska.lv/lv/aktualitates/majrazotaju-un-amatnieku-tirdzins-rozmalas-169


The tradition to offer the clients local products is very valuable and needed good marketing and promotion activities.


Rožmalas – Bakery&Windmill&Restaurant&Hotel (Latvia)

http://www.rozmalas.lv/

https://www.facebook.com/rozmalas?fref=ts

http://www.tourism.bauska.lv/lv/aktualitates/majrazotaju-un-amatnieku-tirdzins-rozmalas-169

http://www.tourism.bauska.lv/lv/aktualitates/majrazotaju-un-amatnieku-tirdzins-rozmalas-169


Culinary cruise "Fish trail" - is an exceptional culinary water tourism route in Pamarys, sailing King Wilhelm Canal, river Minija, Nemunas delta, the Curonian Spit. Route time is possible to admire the Pamarys nature, to visit edge places of interest, and, most importantly, taste the fish dishes of culinary heritage. Cruising is unique in that all four waters are sailing of four types of boats, traveling in transit from one to another


During the cruise tourists are treated gastronomy of Pamarys region and Lithuania Minor: local waters smoked fish, fish soup, „kafija“, “vofeliai“, cakes and other typical dishes of that land.

Stopping at various locations is organized tasting of fish dishes and educational programs. Culinary cruise "Fish Trail" begins ant John Gizas ethnographic farmstead, where boiled unique region fish soup. It certainly cooked from three species of fish: the royal fish (salmon, eel, catfish, and sturgeon), the carnivorous fish (perch, pike) of white fish (bream, redeye).

The more species in the fish soup are pleasant. According to Anna Gelziute fish must be very fresh – at the second hour already fish trashy. According this region tradition, fish soup is flavoring only with salt, pepper, dill and onion head. In John Gizas ethnographic farmstead is presenting the folklore program and Lithuania Minor suit.


Culinary cruise Fish trail (Lithuania)


In North Eastern Aukstaitija region there were always two main natural resources – forests and water. In this way over the centuries fish soup cooking traditions specific to this region have arose. At the educational programme “National heritage product (fish soup) in East Aukstaitija region”, on the bank of lake Srovenaitis, close to Ginučiai watermill, people are invited to visit the ancient remembering nearby attractions, to watch the process of fish soup cooking which is grounded by fishermen and their elders’ stories, based on historical traditions and legends of East Aukstaitija region


The main product in this touristic offer in Ginuciai village is the traditional fish soup cooked over the open fire by the local cook Valdas Gaidelis. Valdas is a local entrepreneur having amazing passion about the history and culture of his area. His fish soup is the best in the world as is not actually cooked but has to mature. It has to go through several cycles of live before it becomes a traditional local fish soup. The main accent that it has to be cooked only from the local lake ingredients including the lake water. People are invited to participate in the Aukstaitija National park day out including the sailing or the walking tour visiting local mounds and nature observation points. By the time people get hungry they come to Gunuciai village to

Valdad Gaidelis homestead and get the real experience of getting to know how people lived, what history the area went through and how the way of local people life differed. All this done during the cooking of the soup. And the soup becomes the linking element between local community, tourism, history and culture. In this gastronomic touristic product promotion active part is on the Ignalina tourism information center who is responsible for the marketing of the area and cooperates well with Vladas as a cook, with local guides, who does the tours and with tour operators who bring the visitors


Ginuciai vilage fish soup by Valdas Gaidelis (Lithuania)


A spit cake is a traditional Lithuanian delicacy, eaten during the most important events – weddings and christenings – and has a special place and significance in our culture. Furthermore, it is one of the most popular Lithuanian edible souvenirs often given as gift to guests and friends living abroad.

Description of the setting: stakeholders, sector, product, service, type (cooperation, marketing, promotion,..)

Restaurant & bakery Romesa (Druskininkai district, Jaskonys village) is the only place in the country where guests can watch the baking of a spit cake, and make one themselves using traditional methods, real fire, and a helping hand from local cooks. This has been gaining in popularity at company events and parties. Additionally, guests can visit the Spit Cake Museum, which offers guided tours in several languages. At Romesa one can find out more about other traditional dishes (churned butter, cheese, sour cream, homemade bread and pear kvass, which is part of the country's culinary heritage), try to make it himself/herself and undoubtedly taste it. The restaurant's menu also contains numerous traditional dishes that represent the region's distinctiveness, for example, ceps prepared according to Dzūkai traditions. The restaurant & bakery Romesa is situated in the premises of an old mill, on the shore of River Ratnyčia, and perfectly represents Lithuanian rural tourism: nature, tradition and hospitality. It's a great place to present Lithuanian customs and history as well as to have a calm yet eventful stay. Numerous celebrations and festivals are organized together with the local community, ethnographic groups and traditional craftsmen. Ideas that help combine the traditions and needs of contemporary people are also implemented, for example, on 30 May 2015 the baking of the largest spit cake in the world took place. The event received a lot of attention from local and international media and guests. Business harmony and service quality


Sakotis cake in Jaskonys village (Lithuania)

The company employs very professional people, thus the quality of customer service is high, and the staff speaks at least three foreign languages – English, Russian and Polish. The employees earn more than the regional average, and much attention is given to the quality of workplaces. Constant cooperation and initiatives take place with local communities, artists and municipalities. We care about protecting the natural environment and following high environmental standards. Our guests are served as natural food as possible in addition, food quality and safety inspection takes place on a regular basis. The prices of accommodation services, entertainment, and food are competitive and affordable to people with average income.


The Enogastronomic Spring is an initiative promoted by the Rivera del Guadiana Wine Route, and consists on a set of events, activities, tourist experiences and products gathered on a full two-month program. All of them aiming at promote the wine culture of Extremadura. This initiative allow all kind of audiences discover and enjoy the culture and traditions related to wine, connecting them with the unexploited landscape and tourist resources of the region. Wine, culture, gastronomy, nature, heritage, traditions and leisure come together in the Enogastronomic Spring, awarded as the Best Enotourism Initiative in Spain. http://www.turismoextremadura.com/viajar/turismo/en/explora/Primavera-Enogastronomica/

Description of the setting: stakeholders

Activities included in its program are varied and numerous: music concerts, tours at wineries and wine cellars, big wine tastings, packs including stays at hotels + food and wine pairings + guided tours, enology tours, gastro & culture experiences, visits to vineyards, etc. Some of them can be enjoyed during the whole year, and the other ones take place during spring. These activities are celebrated in different cities, areas and towns of Extremadura, involving a number of different stakeholders both from public and private sector: tourism offices, regional and local authorities, hotels, restaurants, wine producers and sellers, natural parks, complementary activities companies, locals, etc. All of them work together in order to develop interesting tourist experiences for visitors, but also for local people. The collaboration is not only realized within the Route, but also with other similar initiatives.


Collaboration can be a good way of involving stakeholders of different profiles not only for getting an economic profit, but also for promoting and benefit the regions or other geographical areas as a whole.


Enogastronomic Spring (Spain)

http://www.turismoextremadura.com/viajar/turismo/en/explora/Primavera-Enogastronomica/

http://www.turismoextremadura.com/viajar/turismo/en/explora/Primavera-Enogastronomica/


The Iberian Ham product Club and Route has been an initiative promoted by a several Local Action Groups from different regions of Spain: Extremadura, Andalucia and Castile and León. The main goal of this product club is to provide the most effective mechanisms for promoting the cooperation and the joint work in order to design a common strategy to enhance the tourism related to the Iberian Ham and all the culture and traditions surrounding it.


The main product developed under this initiative is the Iberian Ham Route, whose aim is to enlarge and diversify the Spanish tourism offer (increasing its competitiveness), value in a right way the new tourist products and contribute to the development of rural areas where dehesa is a fundamental part of their ecosystems. Integrated in this product club are a number of businesses belonging to four Designations of Origin -Dehesa of Extremadura, Ham of Huelva, Guijuelo and Los Pedroches- ham dryers, stores, restaurants, accommodation, museums, producers and interpretative centers. Some of its foreseen results are: design and development of a tourist product called “Iberian Ham Routes”, development of a specific marketing strategy for both short and medium-term and increase the quality of the tourism offer present in the territories of the route. To be part of the route, interested parties have to comply with several requirements, and they are provided with a manual and a set of tools regarding visual identity of the product and a platform (www.rutajamoniberico.es ) where a mapping of all the establishments and entities integrating the route are visible, being this a good tool for promotion.


If everybody acts motivated by the same goal, efforts are directed at the same point and are more effective and fruitful.


Iberian Ham product Club and Route

http://www.rutajamoniberico.es/


Joint tourist experience consisting on a “theatrical” tasting “between wines and pans”. The experience combines a show of minstrels telling tales and folk songs about wines of the region of Extremadura and traditional gastronomy, and a wine tasting guided by an enologist. The experience is developed in different restaurants and gastronomic spaces depending on the number of attendances and other factors. It is promoted in both the website of the minstrels company, and the website of “Cáceres Capital Gastronómica”, as part of the “slow experiences” offer that can be found in the website, being this is a platform to gather and promote all the tourist experiences and other initiatives developed under the framework of this designation. The goal is to support entrepreneurs by promoting their activities and products, encourage the cooperation to create joint initiatives, and increase the number of visitors in the city. The experience is designed for groups of 15 people at least, and the price is 19.50€, with discounts for children.

Description of the setting: stakeholders

Three different stakeholders develop a tourist product by combining their strong points. Cuenta Trovas del Cordel is a minstrel-theatrical company, being its main activities the design and creation of a “theatrical tours”, based on different topics: minstrels and birds, minstrels and nights, minstrels and Easter, etc. Bodegas Toribio is a winery that produces red, white, ecological, medium-sweet, young and barrel wines, with professional enologists who develop wine tastings and activities on eno-tourism. Cáceres, Gastronomy Capital of Spain 2015 is a tourist title granted to the regional government, which lets the city develop a complete set of activities and initiatives combining gastronomy and tourism during 2015. This title can be seen as a promotional brand that supports and contributes to promote the tourism, restoration and other related businesses located in the city.


Collaboration can produce excellent outcomes when the strong points of every company are detected and exploited in a right way.


“Theatrical” tasting between wines and pans

examples of cooperation · 2015-10-27 · related marlo knowledge pill: the promotion. benefits and...

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