WP 2 – Identification of best practices in the collective commercial valorisation of Alpine Food Intangible Cultural Heritage WP leader: KEDGE BS STANZER ZWETSCHKE Involved partners: University of Innsbruck Andrea Hemetsberger Michael Klingler Clemens Maaß This project is co-financed by the European Regional Development Fund through the Interreg Alpine Space programme. Abstract The region around the municipality of Stanz has long been known in Tyrol as an excellent fruit growing area. In particular, the plums have established themselves as a central product. On the one hand, they are consumed as dessert fruit and on the other hand, they are processed into high quality distillates. Distilling Schnaps has developed into a distinctive culture; about every third household in Stanz produces Schnaps. The fruit is distributed to a great extend collectively through the cooperative SALT, in which the farmers organize themselves. Abstract (German) Die Region um die Gemeinde Stanz ist in Tirol seit langem als exzellentes Obstbaugebiet bekannt. Insbesondere die Zwetschken haben sich dabei als zentrales Produkt etabliert. Sie werden einerseits als Tafelobst konsumiert und zum anderen zu hochwertigen Destillaten verarbeitet. Um das Destillieren von Schnaps hat sich in Stanz eine ausgeprägte Kultur entwickelt, etwa jeder dritte Haushalt in Stanz brennt Schnaps. Das Obst wird zu einem Gutteil gemeinschaftlich über die Genossenschaft SALT vertrieben, in der sich die Bäuerinnen und Bauern organisieren. 1.1. Case typology CASE STUDY: Stanzer Zwetschke ICH-consistent product Typology - Survival Plum (Prunus domestica subsp. domestica) Spirits Product type/supply chain Jam Powidl (Zwetschkenröster) Food Festival Key partners - Obstbauverein - Brennereidorf Stanz - SALT Key resources Business model - Knowledge - Bio-physical particularities Customer Relationship - Direct marketing - Festival - Collective bargaining Evaluation of ICH Predominantly direct sale from producers to consumers and commercialization culinary relations to tourism. Geographical area Municipality of Stanz, Tyrol, Austria 1.2. Methodological procedures In order to yield a broad empirical basis for the analysis of the commercial valorization of ICH consistent products and practices the following data has been collected in the study area Stanz where the festival Stanz Brennt! takes place: 1. Semi-structured interviews: - Stefan Nothdurfter (distillery owner, 15.11.2017) - Markus Auer (distillery owner & chairman of the distillery association Brennereidorf Stanz, 15.11.2017 2. Field observation of commercial enterprises: - distillery GIGGUS - distillery Edelbrand Markus Auer 3. Field observation of a festival/cultural local event: - Festival Stanz Brennt! 4. Content analysis of websites and advertising materials 5. Analysis of secondary sources (see 1.4.7) In November 2017, we conducted a field visit in the Austrian municipality of Stanz to collect the interview and field observation data. Stanz was determined as the sample area because it reflects the core region for the fruit cultivation as well as the localization of distilleries. Therefore, we attended the festival Stanz Brennt!, which is a cultural event that celebrates the harvest of the plums once a year. Our research focused on a mixture of criterion-based purposeful and snowball sampling techniques. Interview partners were selected to obtain an in-depth understanding of the composition of the diverse actor network (small-scale producers, associations and networks), as well as the traditional knowledge of cultivating, distilling and promoting the Stanzer Zwetschke. Semi-structured interviews were conducted with the chairperson of the distillery association Brennereidorf Stanz and the owner of the renowned distillery Edelbrand Markus Auer. The research was completed with in-depth literature reviews (see reference list 1.4.7) and a content analysis of topic-related websites and advertising materials. 1.3. Cultural and historical background Stanz is a municipality in the western part of Tyrol (Tiroler Oberland), located closely to the city of Landeck. Although it acts as an eponym for the Stanzer Zwetschke, the plum is also cultivated in the adjacent municipalities Grins and Pians. Combined, the three municipalities serve as the highest fruit growing area in Europe (above 1,000m). The altitude involves unique production conditions such as a low average temperature and contrasting long sun hours due to the southern exposure of the cultivation areas. As a result, the plums develop a high sugar content, which translates into a unique taste of the fruit. The Stanzer Zwetschke is in great demand for its high-quality taste in and outside Tyrol. Several fables tell about the origin of the Stanzer Zwetschke. One story tells that the itinerant preacher Petrus Canisius, who spent some years in Innsbruck in the late 16th century, brought the plum to Stanz. Canisius did extended studies on agriculture and recognized the ideal conditions for fruit growing on the sunny plateau above Landeck. Subsequently, he himself is said to have planted the first plums in Stanz. During this time subsistence agriculture was dominant. Fruit trees were planted singularly on remaining spaces between the farmhouses and arable lands. Under Austrian Empress Maria Theresia (1717 to 1780), government officials were sent out to gather information on the growing conditions in the Austro-Hungarian Empire. This was based on the goal to strengthen the ability to make a living from the regional farming conditions. The area of Stanz was decided upon to cultivate plums. The administration of Maria Theresia bestowed plum trees upon the local farmers with the obligation to plant and care for them. In 1787, a decree from the Habsburg monarchy admonished the farmers to make efforts to protect plants. The farmers were obligated to free the trees from moss, using wooden knives and rub ash onto the tree forks to prevent infestations with caterpillars and other insects. Nevertheless, the chronicles of the local church list numerous cases of harvest failure in the 19th century. This was a reason for the local farmers to organize and deepen their knowledge in plum cultivation. The first local “fruit nursery” was founded in 1875 in Grins and 22 years later the first fruit growers association (Obstbauverein) of the region was founded. The on-going industrialization after the Second World War created new jobs in industry and farmers opted for this possibility. To maintain the fruit orchards the region started early to implement incentives to continue the fruit cultivation. Local plum varieties have emerged over time and adapted well to the local dry inner alpine climate. Already in the 19th century, locals started to promote fresh and dried plums as well as plum spirit. The Stanzer plum tree grows up until 10m and has a slim crown. The blossom is rather late and therefore it is safe from frost damage. The stone fruit is deep blue, with yellowish-greenish pulp and it is picked by hand. Through a long period of cultivation farmers gained knowledge and experiences on plum growing under its specific climate and ecological circumstances. The trees are cultivated on the hillsides. The Stanzer Hauszwetschke (house plum of Stanz) was the dominant local plum variety until 1952/1954, when – due to frost – over 90% of the trees perished. Until then, the market had been supplied with Hauszwetschken, but those not from Stanz had less taste. Then, the Stanz farmers expanded their product range with the Italian and the Wangenheimer plum varieties until they experienced challenges due to climatic changes (warmer climate). These experiences and the close collaboration with Hubert Schneider who was running an experimental agronomic laboratory, five to six new varieties were adopted that are still now in use (Schlatter 2002). Nowadays, the plum is the main agricultural output of the region. Since 2005, local traditions related to the plum are celebrated in the festival Stanz Brennt!, including a farmers’ market, farmers’ choir and other attractions. In 2009, the cookbook ‘Kulinarisches aus der Stanzer Zwetschke’ (Culinary delights from the Stanzer Zwetschke) was presented. In this way, it illustrates the historical significance of the Stanzer Zwetschke in regional development. “Stanz will always have plums. That is tradition. This has something to do with the water, the right (of water usage, note) and plums just belong here” (S. Nothdurfter, interview, November 15, 2017). Thus, it can be considered an ICH-consistent innovation. 1.4. Evaluation 1.4.1. Key internal and external processes Main actors involved Farmers As is the case of many other municipalities in Tyrol, while Stanz has many agricultural activities, there are practically no full-time farmers left. Most of them practice agriculture in addition to a regular job, focusing on few products and activities. In Stanz, the majority of farms are invested in fruit growing. The distillery association Brennereidorf Stanz counted 45 members in 2012. The plum is ever-present in Stanz, with fruit trees all over the town, distilleries and inns offering plum dishes. Many farmers who cultivate the plum use it to produce their own schnapps. SALT SALT (the name derives from the regional dialect word salt – ‘to do it yourself’) is a cooperative with the fruit- growing association as one of the main stakeholders (others being for example the cattle association). Together they built with the support of EU-funding the so-called “house of agriculture” in