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Chefchaouen – Mediterranean Diet” Quality Mark

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Chefchaouen – Mediterranean Diet” Quality Mark PRACTICAL INFORMATION “CHEFCHAOUEN – MEDITERRANEAN DIET” QUALITY MARK: Reference documents: • General Regulations • Repository of territorial products and services to follow for future certification • Specification criteria for fresh vegetable products • Specification criteria for processed vegetables • Specification criteria for artisanal products • Specification criteria for touristic establishments • Specification criteria for restaurants • Specification criteria for travel agencies and tours The Territorial Quality Mark “ Chefchaouen - Mediterranean Diet ” Programme of support for the municipal tourism strategy of the municipalities of Chefchaouen, Tetouan, Tangier, Asilah, Larache, and Ksar El Kebir. Funded by AACID and executed by the FAMSI in partnership with the Municipality of Chefchaouen, the Provincial Tourism Council of Chefchaouen, and the ATED association. Contact : Chefchaouen City Council’s [email protected] +212 (0) 539 989 118 Chefchaouen Municipal Agency for Development Plaza Bir Inzar, 91000 • Chefchaouen www.chefchaouen.ma The Territorial Quality Mark “ Chefchaouen - Mediterranean Diet ” Programme of support for the municipal tourism strategy of the municipalities of Chefchaouen, Tetouan, Tangier, Asilah, Larache, and Ksar El Kebir. Funded by AACID and executed by the FAMSI in partnership with the Municipality of Chefchaouen, the Provincial Tourism Council of Chefchaouen, and the ATED association. I. INTRODUCTION The intangible cultural heritage of Chefchaouen was the In this context, the Chefchaouen Urban Municipality subject of deliberation at the local level, intended to identify and the FAMSI in 2013 allowed for an insertion to the ways to guarantee the preservation and perpetuation of the Programme of support for the municipal tourism strategy 1.1. CHEFCHAOUEN, EMBLEMATIC know-how, values, traditions, and natural resources of the of the municipalities of Chefchaouen, Tetouan, Tangier, COMMUNITY OF THE territory of Chefchaouen. Asilah, Larache, and Ksar El Kebir, funded by the AACID, namely of the first action identified in Axis II of the action MEDITERRANEAN DIET With a view to achieving the goal of making the plan for the promotion of the MD: support for the creation Medite-rranean Diet (MD) an instrument of economic and of a territorial quality mark based upon recognition In 2010, Chefchaouen was recognized as an emblematic social progress and a driver of sustainable development at of Chefchaouen as an emblematic community of the community of the Mediterranean Diet, part of UNESCO’s list the local level, in 2013 the Chefchaouen Urban Municipality Mediterranean Diet. of Intangible Cultural Heritage, alongside the communities of drew up the Action Plan for the Valorisation of the Mediterra- Soria in Spain, Cilento in Italy, and Koroni in Greece. As of nean Diet. This document, built around the four axes below, Finally, in January 2016, the FAMSI, in partnership with 2013, other territories in the Mediterranean basin have been brings together a series of actions aimed at the integrated the commune of Chefchaouen, the Chefchaouen awarded this prestigious distinction, such as the communi- development of the city and surrounding area. Provincial Council of Tourism, and the ATED association, initiated, on the one hand, the process of consultation at ties of Tavira in Portugal, Agros in Cyprus, and the Brac and • Axis I : Preservation and valorisation of heritage the local level, from which the framing documents for the Hvar islands in Croatia. • Axis II : Capacity building quality mark will be derived (roadmap, general rules, • Axis III : Raising awareness and communication statutes of the Management and Oversight Committee, This recognition was the starting point for an increased • Axis IV : Governance awareness of the immense cultural richness which, though criteria for certification, logo, slogan, etc). On the other hand, this partnership permits the implementation of at risk, still endures in the area of Chefchaouen today. In this sense, the Chefchaouen municipality, through the various actions, such as the registration of the quality mark Chefchaouen Municipal Agency for Development, and in with OMPIC, the creation of the Management and Over- close consultation with local actors (external services, sight Commi-ttee, the launch of the first awareness universities, associations, economic actors, etc.) and campaign among artisans, farmers, agri-food cooperatives, national actors, will work for the implementation of the restaurateurs, hoteliers, and other tourism stakeholders, different action items put forward in the action plan. and then the carrying out of an experience exchange visit to the Guadalhorce Valley (Malaga) on the subject of the territorial quality mark.. “The Mediterranean Diet is a cross-cultural cultural complex, a full way of life, based upon the set of know- how, knowledge, and traditions that range from farm to table. This common heritage of the peoples of the Mediterranean is determined by the regional climate and landscape, playing an essential role in the construction and consolidation of the regional identities of these peoples.” Why a territorial quality mark (TQM)? The territorial mark, which will be readily identifiable by consumers and signifying values and commitments aligned The valorisation of the territory’s endogenous resources with the image of the territory (Quality, Sustainability, Well- via the development of quality products and services is being), will enable a virtuous circle of sustainability, quality necessary to spur the development of sustainable and amelioration, and improved articulation of the territory’s responsible tourism. In order to reinforce the initiatives that products and services. have recently taken place in the province, and to encourage the development of new initiatives, professionals linked directly or indirectly to the tourism sector need visibility and differentiation accorded to their products and services, so What are the objectives? that consumers may identify them. • The creation of a distinctive sign and quality mark for the Thus, rather than adding labels and certifications products and services of the region; according to trade, the territorial mark “Chefchaouen - Mediterranean Diet” has been developed around quality • Build the capacity of tourism professionals in rural assurance criteria unified according to the sector of and urban areas through continuous training programs, activity, and can be applied to products and services of exchanges of good practices, and study trips; the territory by regrouping them under a single, distinctive • The development of synergies between the sectors of sign of quality. agro-food, tourism, hand-craft, culture, energy, and environment; • The creation of the high-density commercial networks (tightly-knit routes) and the valorisation of territorial products and crfts thanks to tourist activities and tourist 1.2. THE CONCEPT OF THE TERRITORIAL professionals QUALITY MARK The Territorial Quality Mark is a collective certification mark associated with the products and services of the territory that meet given certification criteria. The Territorial Quality Mark is a tool for valorising specific products and the quality of the region (local products and crafts), as well • In the long term, the territorial mark should make it as services pursuant to the valorisation of said products possible to present a fully territorial product, associated and other assets of cultural heritage. The Territorial Quality with the goods and operators recognized by certification, Mark is also an important element of territorial marketing. which can be used for marketing purposes. What are the instruments of a TQM? Where might a TQM apply? c. Respect the standard of quality set by the requirements specification • General Regulation A TQM applies to three categories: d. Contribute to the strengthening of agriculture • Specific criteria for each category of product or service that is local, family-based, seasonal and • PRODUCTS: Pastries, delicatessen, preserves, sustainable • Graphic card handicrafts, fruits and vegetables, honey, olive oil, meat, e. Contribute to strengthening and energizing small • Management and Oversight Committee and its regulation textile products, etc. businesses, producer cooperatives, artisans, of operations • SERVICES: tourist establishments, restaurants, tourist and entrepreneurs engaged in the enhancement guides, etc. of local heritage. • HERITAGE: villages (douars), historics town-centers, 2. Ensuring that the certified services contribute, through museums, monuments, etc. their strategies and projects, toward the development of the territory and the building of cooperative relations with Each sector requires: local producers. • Specific criteria or charter ; 3. Promoting a coherent image, based on the values set • Defining a strategy for the quality for assuring the quality II. THE TERRITORIAL out in Article 2, and the reputation of the territory. of a service or manufacturing process ; • Defining the organization of commercialization and QUALITY MARK distribution networks ; « CHEFCHAOUEN – • Defining the promotional activities. MEDITERRANEAN DIET » 2.1. VISION AND OBJECTIVES OF THE TERRITORIAL QUALITY MARK “CHEFCHAOUEN - MEDITERRANEAN DIET” 2.1.1. Intentions of the Chefchaouen TQM The “Chefchaouen – Mediterranean Diet” has the following principal intentions: 1. Guaranteeing that Products and Services, certified by the Territorial Quality Mark – Mediterranean Diet of Chefchaouen
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