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EAST APPLICATION A TASTE OF EUROPEAN REGION OF GASTRONOMY 2017 EAST LOMBARDY APPLICATION A TASTE OF ITALY

Summary

The context 4

Purpose and objectives of the application 10

Promoting a local system of sustainable food 10

Enhancing the gastronomic offer and TRAHIT SUA integrating it in tourist programs 14 QUEMQUE Organization 20 ACTIONS 23 VOLUPTAS Inclusion of citizens 23 Education and training 24

EACH ONE IS DRAWN Small and medium-sized enterprises 26

BY HIS OWN DELIGHT Sustainability and legacy 27 (Virgilio) Cross collaborations with other ERG partners and European scope projects 28

Marketing and communication plan 28

Assessment Process 30

Budget 30

CONTACTS

European Region of Gastronomy 2017 THE CONTEXT

Localization and local production features wine products -29 PDO products, 11 PGI, 168 traditional, A bird’s eye view of Lombardy shows three parallel zones: 25 DOC, DOCG and IGT - and of excellence in the field of a mountainous area in the north, plains in the south, catering recognized by national and international guides - 15 and a separate urbanized belt. The neighbouring slow-food inns and 23 Michelin-starred restaurants. The offer towns of Bergamo, , , and is complemented by the presence of 8 wine and taste routes BRESCIA straddle these three zones. The resulting landscape is (out of a regional total of 12), which enable visitors to learn therefore varied, and includes the Orobie , heavily about and benefit from these territories and their agricultural industrialized cities like Brescia and Bergamo as well as and wine products. agricultural areas of the Valley. For agriculture is not simply a matter of high-quality CREMONA Despite its minor relevance to the local economy when products, food or wine. It also refers to a cluster of local MANTUA compared to other production sectors, agriculture had history, culture and tradition. These are protected and significant territorial and social value in the past. Today it enhanced through museums of rural life and eco-museums. boasts numerous outstanding productions, supported by The area we address includes 39 and 24 respectively, which a wide range of high-quality gastronomic offerings. Just provide valuable insight into the agricultural life of the areas think, for instance, of the many certified agricultural and of Bergamo, Brescia, Cremona and Mantua.

4 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 5 EXPO AND THE CHARTER

economy, because around the primary sector there In 2015 Milan will be hosting EXPO. Traditionally, revolve the whole agri-food processing industry, much the Expo revolves around a theme of universal of the economy of disadvantaged upland areas and the interest, which for 2015 is “Feeding the Planet, entire socio-economic system of rural areas. The total Energy for Life”. The theme provides ample scope number of farms in 2013 is 38,616. for interpretation around all aspects related to The agricultural sector shows strong dynamism, food, for instance undernourishment in some particularly in mountains and hills where landscape parts of the world, dietary education, or the GMO features and the need to differentiate products debate. At the heart of the issue is and services have favoured the development of to a healthy and adequate nutrition for all; the This offer, which is related to food and rural life and (zootechnics, horticulture and cereal production) are multifunctional agriculture. Farms and farmers elimination of hunger, thirst, infant mortality, and has great potential for tourism, is complementary to prevalent in the plains, other areas present a wide complement production with other area-based malnutrition - which affects 850 million people on the rich natural and cultural heritage these provinces range of local products, which however are produced services, such as gastronomic tourism, cultural the planet - and the eradication of . In have: consider, for example, the Brescia side of Lake in limited quantities. This supports a strong local activities, and education projects. They often interact the course of the Expo, the high-quality agri-food Garda, a popular tourist destination both nationally identity. with local educational institutions. This happens sector will have its high point. and internationally; Bergamo and its Upper Town, Agriculture accounts for a relatively small share in total especially in educational farms, quite prevalent even More than 140 countries are hosted; 20 million boasting museums and monuments, which thanks to employment and economics albeit with differences in hilly and mountainous areas. These are “farms visitors are expected; 10,000 volunteers are involved; the driving force of the nearby airport of Bergamo-Orio between each province. That is also generally true for that supplement their income with teaching and 23,6 billion euro of additional production will be al ( Airport) has over time become most industrialized and service-based regions. At the information activities, aimed at raising awareness of generated in Italy between 2012 and 2020 from this a destination for cultural tourism; and finally the rich same time, agriculture continues to have a key social the rural world and food chains and at promoting event; 191,200 units of additional jobs are expected. cultural areas of Cremona and Mantua, the former value in the region, and boasts numerous productions conscious and responsible consumption and the The Lombardy Expo has led local government linked to a music tradition heritage and the latter of excellence. Agriculture plays a more decisive role in protection of the environment.” bodies and regional organizations to focus UNESCO World Heritage City from 2008. the area of the , although we are still dealing So, there is already a number of institutionally intensely on the theme of “Feeding the planet” The morphological features of these provinces are with much lower figures than those recorded for the recognized presidia for spreading awareness on the and of food in general. Numerous conferences, also reflected in their socio-economic system. In manufacturing and service sectors. The agricultural theme of the project. Yet another form of agricultural events and school courses address this issue to the agricultural sector, while agro-industry firms sector maintains a strategic role in the Province’s activities are farm tourism activities (753 in 2013). prepare citizens, students and operators to this

6 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 7 key event for the area. An estimated 11,000 young the Millennium Goals conference in November. participants will be involved in Expo to offer The Charter of Milan is a charter of responsibility, of recreational and educational courses on food issues practical and measurable commitments aimed at to more than 2,000,000 students. Attention paid to citizens, governments, institutions, associations and food, in terms of sustainability, innovation, biodiversity businesses. The document can be freely endorsed is expected to increase significantly thanks to this by visitors who come to pavilions, and the underlying ongoing process. goal is to empower each individual on issues such During Expo 2015 and in the years to follow a as food waste, the right to food, product safety, and thorough investigation of crucial issues of the sustainable agriculture. All this in view of the update global food challenge is expected to take place. of the Millennium Goals of the United Nations, which The debate will culminate in the Charter of Milan, a this year will be replaced by the new Sustainable kind of Kyoto Protocol dedicated entirely to food, a Development Goals, with Italy and Expo as main tool that guides the discussion taking place during protagonists. A large team of experts contributed to all the initiatives and events in the six months of the drafting of the document. Work was broken down Expo (starting with the Italian Pavilion). It is a closing into 42 thematic groups, a set of good practices statement of the Universal Exhibition, to be delivered against food waste and for a healthy and sustainable to the UN Secretary General Ban Ki-moon, as a way nutrition; an agenda for equitable development; of setting international guidelines and providing a shared accountability in ensuring the fundamental contribution to the consultations to be held during right to food and water.

8 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 9 PURPOSE AND OBJECTIVES

PROMOTING A LOCAL SYSTEM media attention, a growing number of citizens are our region boasts are many. Our application then In 2013 there were already over 70 of these groups in OF SUSTAINABLE FOOD becoming increasingly health conscious in their marks a further opportunity for connecting various the , 50 in the ; choice of food. There is also a mounting emphasis organizations involved in the strengthening of a 7 in the and 4 in the province of Sustainable systems related to food at the local, on environmental, social and economic aspects of sustainable local production and consumption, Mantua. Consisting, as we know, of people who agree regional and global levels are essential for the future production and their effects on the region. supporting and spreading a shared goal based on the to come together to purchase and redistribute food of us all. The ERG Award aims to spark debate on Based on these trends, our application represents perspective of a local system. and everyday goods that meet ecological and social responsible tourism, on food and on gastronomy an additional tool for enhancing and strengthening In this regard, it should be emphasized that all the criteria, these group mark an important innovation. By practices with a view to achieving a food production the local food industry seen as the key element provinces involved already have well-established schemes aggregating the demand for certain types of products and food consumption that are more sustainable and of a sustainable development of cities and their of food supply as an alternative to the large-retail sector, they often act as the driving force or initial critical attentive to their environmental, social, cultural and surrounding rural areas. The aim is to draw such as direct sales or direct collection at the company, mass that is crucial for activating the processes of economic impact. producers and consumers closer on the one hand, which are ways to shorten the supply chain. reconstruction and promotion of the local food chain. At a time when food adulteration, pollution of and to connect cities and rural areas around the Also, more and more projects involve the three key Ultimately, our application furthers that shared production sites and the poor quality of some of the city and in the province on the other. players of local society: institutions, consumer groups process of development, already initiated and processed food and “fast-food” have come under By valuing local and organic products and and producer groups. supported by several projects already in place in environmentally friendly productions, by reducing In addition to more structured projects, there are a the various provinces, whose aim it is to create the food miles, shortening the distribution chain and number of initiatives related to enhanced pro-activism stable connections between subjects of the local rekindling a relationship of trust between producers on the part of citizens seen as “consumers-actors”. agricultural sector in order to increase opportunities and consumers we intend to promote a local food By that is meant the ability to urge the productive for economic, social and environmental systems that integrates different economic sectors. sector to meet the demand for greater transparency, development. The theme of food has both cultural and economic assurance and attention to sustainability expressed The vision for integrated sustainable development relevance, involving different social actors (citizens- by consumer choices. For example, all the provinces promoted by the Erg Award aims to facilitate the consumers, companies, institutions) and economy have seen a remarkable growth in new forms of citizen implementation of strategies for territorial governance agents (the food industry but also school and business participation related to the spread of new styles of in the various provinces, in accordance with the so canteens or business, local tourism, crafts etc. .: life and consumption. Similarly to what happened in called Food Policy Councils, i.e. coordinating bodies just think of the bond that exists between the local other Italian regions, for example, in the provinces for activities which spur more sustainable practices of agricultural food production and local tourist trails). of East Lombardy we have witnessed a widespread consumption and production. From this point of view, the actions and experiences growth of Solidarity Purchase Groups in recent years . Works is being conducted along three main routes:

10 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 11 A) Raising awareness and teaching sustainable research on short supply chain actors (producers and consumption small chain retailers) and to promote training courses Demand for sustainable consumption is still very much for farmers both on technical and on marketing issues. a niche phenomenon. Information and education policies about healthy and sustainable styles of life C) Rationalisation of logistics and of consumption must be implemented for such One obstacle to the spread of sustainable styles of life demand to become widespread. To this end, measures and of consumption is the accessibility of products. will be undertaken both in terms of research and of In this regard the Erg Award promotes the study and information/education with a view to promoting: development of logistics solutions capable not only of making regional products more accessible, but also ■■ Studies and research on styles of life and of of cutting costs for small producers whose income is consumption among young people and adults; often too low to cover multiple expenses. The system ■■ Projects involving schools; of regional markets and of urban vegetable gardens ■■ Strategies for informing parents through school falls within this category. These make certain types children; of products readily available, and are crucial areas of ■■ Measures to provide information to citizens, for socialization and integration that possess a set of self- example on the subject of food label reading. education and production solutions. Work in this area will be an important incentive to the Consumption education and information are key factors creation and sharing of “food plans or charters” aimed at: for ensuring the enlargement of sustainable consumption. ■■ Promoting local food culture based on the concept B) Raising awareness and teaching sustainable food of sustainable diet; production ■■ Enhancing awareness among citizens of the links Sustainable farming practices, as well as marketing between diet, health and the environment; strategies in markets other than the dominant ones ■■ Developing pathways for civic innovation that can are still scarcely known among local farmers. In that improve eating habits and reduce waste; respect, projects will be set up to conduct studies and ■■ Strengthening the ability of the area - and of local

12 East Lombardy Application | A TASTE OF ITALY Photo: Francesco Tassetti European Region of Gastronomy 2017 13 farmers - to provide sustainable food at affordable prices; ■■ Promoting institutional innovation for an integration of policies capable of consistently pursuing local food security.

ENHANCING THE GASTRONOMIC OFFER AND INTEGRATING IT IN TOURIST PROGRAMS

Bergamo, Brescia, Cremona and Mantua are now tourist towns quite different from each other. Bergamo consolidated over the years as a destination for cultural tourism, aided by the presence of Airport, and today is home to around 1 million arrivals, twice the number of ten years ago (source: ISTAT). Brescia is the second province of Lombardy in terms of tourism (preceded only by Milan) and is known nationally and internationally for the tourist resorts of and, to a lesser extent, the Alpine destinations of Valle Camonica and the city. Cremona is instead a smaller town tied mainly to cultural tourism of its , rich in monuments and art paintings and famous for its tradition of lute makers (Cremonese craftsmanship tradition was inscribed in 2012 on the Representative List of the Intangible Cultural Heritage of Humanity). By virtue of its outstanding architectural

14 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 15 needs expressed by tourists, as well as to the new is no longer an isolated element of the supply chain. heritage related to the Gonzaga’s court, Mantua was In recent years food has taken centre stage in the trends identified by international experts. Interaction and participation with the local community declared a World Heritage Site in 2008 for the value expectations and motivations of travellers: it has are factors of the utmost importance. of its architecture and for the prominent role in the become a real factor of attraction and promotion THEME-BASED OFFER: The offer must be structured dissemination of culture. for destinations. Food has become a point of thematically and unequivocally, so as to convey ACCESSIBILITY: Products must be clearly outlined and Food and culture are particularly important in these connection between the authenticity of a territory a unified image of the destination presented. documented. Services must be clear, explicit, and must areas, where territory, traditions, arts, cultural heritage, and tourists, who are increasingly eager to find a Recognition of a single theme on the part of the tourist provide all the information for visitors. Tourists must feel gastronomy and hospitality are inextricably intertwined. selection of genuine and participatory offers closely allows for an easier memorization of the product. Dine at home, must be directed and guided with caution. Local cuisine and products are among the factors that linked to the specific features of the area they visit. & wine routes can be themed accordingly, as well as They must have ready access to correct and clear can spur innovation and promotion and ultimately The gastronomic offer becomes the key element other initiatives and elements of the tourism industry information. ensure development at the regional level. Above all, of local development only if it is set up according that will develop harmoniously. they can enhance the local tourist offer even further. to a strategy, in an articulate, multi-faceted manner MULTISENSORY EXPERIENCE: Tourists are not Nowadays, gastronomy-based tourism: involving all local actors. Innovative, creative and STORIES, NARRATIVES AND TALES: Food must be content to see, but want to feel, touch, smell, taste, and sustainable: these are the three essential keywords told through stories, legends and local tales. Tourists be immersed in and embraced by local culture. ■■ Is clearly undergoing a phase of growth; we adopt as we set ourselves the aim to develop a are increasingly looking for the so-called authenticity or ■■ Has a marked positive impact on the economy, on gastronomic tourism offer integrated with other otherwise for experiences that convey the everyday life EMOTIONS: The experience of travelling is unique and employment and on local heritage; local assets. The goal is for tourism, culture, food and quality of local communities. As in the case of children, unrepeatable, eliciting distinctive emotions, especially ■■ Acts as a catalyst for revaluating local sets of other local resources to no longer remain isolated tales enable tourists to identify with the local territory itself. if visitors can communicate and get in touch with the knowledge and culture within the local economy; clusters, but to become complementary and mutually local people, who must be able to welcome them ■■ Supports food as a labour-intensive sector; enhancing features, with a view to promoting the area UNIQUE VALUE: The offer must be unique and not warmly and caringly. ■■ Attracts tourists with high spending power, who as a tourist destination through a more attractive and repeatable elsewhere. Tourists require a specialized, look for high quality products; creative offer targeted to current consumer needs. ■■ Increases the positive perception of a destination; personalized and unique product. Therefore, it is SOCIALIZATION: Travelling is an opportunity for essential for the tourist offer to be customized and for interaction and sharing. The participation and ■■ Entails numerous benefits at low costs; The goal of creating a destination that possesses the tourist to feel privileged. collaboration of the local community is called for, and ■■ Deseasonalizes the tourist flow; these features requires partners who are focused an attitude of bashful distance must be discouraged. ■■ Diversifies rural economies. on a number of relevant factors. These factors are PARTICIPATION: The tourist product being offered crucial, because they clearly respond to the new

16 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 17 EMPATHY and SHARING: Food becomes a time on gastronomic resources, but enriched by intangible and spa/wellness packages; enhanced, diversified and for rediscovering one’s own traditions, one’s identity, features that stimulate and engage the sensory and select range of foods in restaurants; packages geared and one’s roots: human rapport and not the mere experiential component of consumption. The perspective towards various types of tourists (gourmand, foodies, ...) consumption of products. of an economy of experiences suggests, therefore, that we covering different time frames (daily trips, gastronomic consider a local product as a supply system proposed by events, weekend or weeks, ...). LEARNING and GROWING: Tourists must have the one or more companies and institutions that are rooted in What is needed is a change of approach that goes opportunity to visit the places of production to be able a geographically, culturally and historically defined area. beyond the perception of self-contained sectors to understand and link all the knowledge they acquire Such system will meet demand in the form of a set of to envisage the involvement of local actors in the to the reference culture. tangible features (food products, handicrafts, manufactures, development of the gastronomic offer. All this represents markets, manufacturing companies, ...), intangible features an opportunity, because it links art, food, culture, Modern consumers are increasingly looking for products (information, culture, history, knowledge, traditions, etc.) tourism, and creativity; it increases synergies to add able to meet the needs of variety, of novelty, and of and service and experience offers (entertainment services, value; it brings creative solutions to global and local a high degree of authenticity. Offers must be set up events, folklore, etc. .) all characterized by a unique image or issues; it supports the sustainability of the environment, accordingly, with policies of differentiation based on high- brand identity. of culture and of economics; it connects cultures. Our quality standards in terms of safety and dietary health. In the perspective of the modern consumer, who pursues regions already present great examples of such practices From this point of view, typical local products are better ever new emotions and new ways of being, demand that are worth highlighting. In other cases, we would be suited to meet these requirements, because they are turns into a demand for experiences and cultural events. able to suggest and share a more innovative approach. characterized by uniqueness and intrinsic differentiation. Supply will hence have to deal with these profound It is essential, therefore, that we should build and Able as they are to boost the identity, quality and changes in innovative product management policies. In develop a first-rate local gastronomic offer, set up and culture of a region, typical local products have led to this context, the search for tourist activities that enhance systematized within the region with the cooperation of all the establishment of new social networks that guide the the sensory component requires an overhaul of traditional the stakeholders. We firmly believe this is a driving sector choices of local development towards issues relating to the offers, which we envisage in the creation and promotion with numerous strengths. sustainability of development, the quality of community life of wine&dine experiences (in a 3.0 perspective) for and the advancement of regional identities. tourists: Experience-based routes; visitor centres, Budget: € 90,000 Enhancing gastronomic offers goes well beyond the museums of taste and typical local products; creative mere supply of goods and services. Rather, it involves the events based food and tourism; visits to producers; development of an articulate offer of experiences, based typical product markets; cooking classes; combined food

18 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 19 ORGANIZATION

The project involves as promoters: virtue of its scientific expertise, with a view to increasing the program’s overall quality and guaranteeing its ■■ Lombardy Region consistency and integrity in form and substance. ■■ In addition, technical round tables are established in 2018 ASSESSMENT ■■ Municipality of Bergamo relation to the various activities in order to improve ■■ Municipality of Brescia coordination and communication between the different ■■ Municipality of Cremona courses of action. Each working group will be tasked not ■■ Municipality of Mantua only to implement and develop planned activities, but also 2017 EUROPEAN ■■ Bergamo Chamber of Commerce to report and monitor their implementation. REGION OF ■■ Cremona Chamber of Commerce A project head for the Training and Education section is GASTRONOMY AWARD appointed from the University of Bergamo, with the task The project is formally joined and endorsed by local of following that line of action and implementing it in stakeholders. accordance with agreed objectives. 2016 A coordinator responsible for supervising the whole COMMUNICATION AND PROMOTION Organization assessment process of the Programme is appointed, with The program is coordinated by a Steering Committee the task of ensuring a continuous performance consisting of one representative from each of the improvement, of monitoring the implementation of organizations that joined it and now support it financially, planned activities, of reporting to the Steering Commitee 2015 as well as by the Scientific Coordinator. The scientific and to the local community on the action and the results of PLANNING project head and coordinator of shared actions between operations; of auditing the quality of work performed. the various territories is the University of Bergamo, A secretarial support service should be put in place. assisted by project staff that includes experts and professors. Budget: € 171,500 A Scientific Committee is set up, which acts as a

consultant in relation to actions defined in the Program by Activity Planning

20 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 21 ACTIONS

INCLUSION OF CITIZENS The events for citizens and tourists section includes a hive of events centred on promoting the local food The involvement and active participation of the local chain and its related production areas. This is achieved community is of paramount importance, especially when pre-eminently through gaming and leisure activities. In it comes to sustainability, the local food system and the particular, we have developed a solid core of projects involvement of citizens in their different roles (producers, focussed on local products enhancement by means consumers, hoteliers, restaurateurs, distributors etc.). The of tastings, guided tours of wine cellars or historical presence of tourists and their interaction with local citizens centres, thematic paths etc. Other events included in in cultural consumption is fundamental in order to bolster this macro area are aimed instead to spark discussion on innovation and foster development. A select range of the theme of food through the creative use of different activities have been especially planned with that goal in mediums, such as film and photography. Restaurant mind and with a view to familiarizing citizens of all ages with tournaments and, star chefs and local chef competitions the issues identified as central to the Erg application. In the involving local catering institutes make sure that the application year and in the years leading to it a variety of local supply chain is valorized. gastronomic events should be organized. Specifically, within The projects with citizens section addresses all the already existing projects, the most multi-faceted ones those projects more explicitly, and aims to educate were selected as allowing sustained interaction amongst the and inform citizens by upholding best practices and three key players of the local society, namely: institution, group sustainable local systems. Projects range from more of consumers, groups of producers. This is the case of those structured activities linked to universities to bottom-up local agricultural industries which have already started to initiatives, generated by the pro-activism of citizens integrate production with other services in the guise of wine defined as “prosumers”, or consumers who recognize and food tourism, cultural initiatives, educational projects. The the complexity and externalities of their acts of plethora of activities of this kind already running across the consumption and purchase. In fact the success of events region or which have been already planned for the candidacy and the maintenance of results in the medium to long year, were managed into two main categories: events for term strongly depends on the level of participation/ citizens and tourists and projects with citizens. involvement of the people and on the interest they

22 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 23 develop in the themes proposed. As part of a wider goal EDUCATION AND TRAINING consumers closer to the rhythms of nature, the origin to establish responsible patterns of behaviour and of environmental and social sustainability, over the last of products, the seasonality of food and the varied environmental awareness. These activities often involve few decades there have been widespread attempts to In line with recent EU directives, this project provides heritage of culinary traditions. Projects are many parents and teachers in long-term training programs champion local and sustainable food, through a plethora for the involvement of schools and youth organizations and include the introduction of organic products in set up in collaboration with local organizations and of initiatives. These often start solely among consumers, as the main tool for the dissemination and education canteens, zero-mile menus for canteens, awards and/ associations. But there are also activities proposed and respond to a growing attention to food safety issues of younger generations. The goal is to spread the or competitions, visits to educational farms, workshops by cooperatives and local associations with wide or to the environmental and social impact of the food principles of a healthy and varied diet that educates with experts, “anti-waste” projects, and teaching ranging interventions in schools of all levels, aimed system, both locally and globally. The new strategies and young people to discover local products and school gardens. Students are encouraged to follow a at raising awareness among young generations of paths of food production, distribution and consumption appreciate food diversity, and to provide information balanced and healthy diet, urged to develop a sense economic, social and environmental issues and at now offered could then form the core of a new, on the importance of local gastronomy and of of responsibility and involved in activities addressed offering practical tips for alternative choices (critical integrated economic that starts with individual sustainability. Food is vital for health and gastronomy is territories and the “local” dimension of development, literally “the art of well-being.” By encouraging the use in line with project objectives. During the planning and of local and regional food, ERG hopes to contribute execution phase, those actors who, for various reasons, to raising awareness of health issues and to promote are already operating in or around the food supply chain “healthy eating”. will be therefore encouraged to take an active role: small The projects are replicated periodically by the farmers, active associations of citizens that are attentive organization involved, and pave the way to the to promoting local agricultural products, and non-profit establishment of a more complex cluster of activities organization that promote local products and their links that will develop and expand in the following years. with the territory, but also projects focussed on recycling The education and training activities are carried out production surplus; educating towards a moderate use of primarily by institutions (schools of different types salt in cooking and to incentivize sporting. and levels) in collaboration with the municipalities (Municipality of Brescia, Cremona, Mantua, and Budget: € 2,429,500 Bergamo) and local authorities. The involved municipalities already provide today numerous projects aimed at raising awareness, in order to get young

24 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 25 consumption, ethical finance, active participation of creativity and digital technology. To date there are With reference to the concept of sustainability we have economic development and that favour the spreading everyone to cultural changes). diverse projects of this kind already running ranging included all those structural and infrastructural projects of good practices. The tourist products that will be A key role in all this is also played by Centres of from collective trademarks monitoring productions that provide opportunities for economic investment developed, therefore, will pay particular attention to Knowledge, research bodies and universities that rules of traditional products or to mark specific already in 2015, but our goal is also long-term. these values: they will involve existing public bodies promote training programs and multidisciplinary and restaurants, but they also involve refreshers courses or There are also a number of projects that reflect that already protect the territory and make sure that multi-joint research projects, with the collaboration field operators. attention to local sustainable development: projects local actors are encouraged to take on eco- bio- among students, researchers and teachers and the that monitor production activities with regard to keys compatible and sustainable practices. mutual mobility of students of different universities. Budget: € 1,176,000 biological, microbiological, and chemical materials in order to ensure the safety of food products for Budget: € 563,000 Budget: € 170,500 SUSTAINABILITY AND LEGACY domestic consumption and export; public events that protect and enhance small-scale, businesses CROSS COLLABORATIONS WITH OTHER SMALL AND MEDIUM-SIZED The ERG Award 2017 matters only if the values also by establishing food communities and groups of ERG PARTNERS AND EUROPEAN ENTERPRISES and principles promoted are bequeathed to future producers who strive to reshape their territory towards SCOPE PROJECTS generations, and the processes is recognized as a more sustainable agriculture; measures to reclaim The involved regions are characterized by a strong sustainable. In this sense, the parties involved are and recondition abandoned agricultural areas, through The ERG project rests on the cooperation of a cluster presence of small and medium enterprises, as analysed working in a coordinated and tangible way in order to: community gardens that grow organic products or of territories united by the will to cooperate and share in the introductory paragraphs that represent the vital recover seed varieties used in the past thus providing some issues, with the aim to increase mutual knowledge, fabric of the local economy. They are the engine of ■■ Create an integrated district of hospitality, quality ingredients for school meals and the social exchange best practices, and enhance promotion economic growth, innovation, employment and social networked with cultural resources, tourism facilities, circuit; cultivation of ancient seeds and vegetable policies through the development of joint actions. integration. Therefore, they are also the backbone and enogastronomy actors; varieties. . In this context, for the purpose of our application of food production and the core of gastronomic ■■ Increase awareness about environmental In line with the information provided so far, the ERG proposal, we paid special attention to possible links with experiences. ERG’s goal is to promote the activity protection and the sustainable use of resources; Award aims to encourage debate on sustainable the European context, because of the value in terms of SMEs and help them achieve a higher degree of ■■ Promote greater use of local products; tourism, on food and culinary practices that are of wealth, inter-cultural dialogue and exchange that environmental, economic and cultural sustainability ■■ Ensure the development of the local economy; attentive to environmental, social, cultural and planning of this type entails. We focused particularly through a range of actions aimed to bring innovation, ■■ Increase the attractiveness of the territory.

26 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 27 on the clos-knit network of relations and rapports MARKETING AND COMMUNICATION Local Citizens Stakeholders Potential sponsors Potential event Tourism built and maintained with other European countries, PLAN companies and local visitors intermediaries with a view to linking and sharing various features of community European cuisine and culture. Gastronomic events that Marketing and communication activities are central to a Roundtables Conferences Meetings, Project presentation Website, apps, Partecipation will be proposed in 2017 throughout the territory will project that aims to promote a locally sustainable food Training classes, and public visibility and enhancement social networks, in fairs, B2B serve as a showcase for promoting common-heritage system and to enhance gastronomic offers by integrating distribution roundtables, events, press of visibility for the multilingual website, of specialized local contests, conferences, offer range, via the brochures, direct mailing, values that we share with other ERG and EU countries. them into tourism planning. Interaction with the identified handbooks, promotion regular Communication newsletters, totems, personal Actions in this sense will include: conferences and targets will have to be constant: a press office for national regular through newsletters etc. Agency etc. food bloggers etc. contacts, press meeting for sharing good practices; university master and international action; a website and social network newsletters etc. celebrities, and educational programs designed to develop a shared core of study presence (Facebook, Twitter, YouTube, ...); dedicated merchandising tours for courses related to food, tourism and gastronomy; public online broadcasting tools (food blogs); press initiatives etc. journalists etc. international events addressed to citizens and tourists, (press tours and educational tours for journalists); in order to enhance awareness of local products, local tools for territorial communication (roll up and totems venues and in general about our common heritage. positioned in key places of arrival and passage for local ASSESSMENT PROCESS Early stage. The first step of the monitoring strategy consists in the preparation of an evaluation report on Budget: € 90,000 events; windows transparencies for shops participating in the project; brochures, leaflets, postcards for tourists Among the mandatory requirements for participation existing resources. The starting point is the collection of and visitors) will be used to communicate with the in the ERG Award, there is the need to verify the quantitative and qualitative data on the economy and many identified targets. Identified targets, and tools are efficiency of the project, the effectiveness of the on tourism, with a special attention to gastronomic. described in detail in the next table. There will also be activities with regard to objectives and, therefore, to Planning stage. During each event, each organizer promotion activities started by individual consortia and / assess positive spill-over effects for the region. This led will be responsible for filling in a report card of their or tourist offices of the various territorial areas. us to select a strategy for monitoring and assessment activities/events. This consists of two sections, a that will accompany the project in all its phases. It will quantitative section (number of visitors, number of Budget: € 386,500 be overseen by a working group of the University of news items / press release, number of web contacts Bergamo, which will assist the Steering Committee and and social networks ...) and a qualitative part (surveys the organizers of individual events. on the profile of visitors). This information will be

28 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 29 collected in periodic reports, which will enable us to BUDGET identify and address potential issues. Final phase (post-project). The effectiveness of the Here is the budget overview, which gathers individual project will be measured at the end of the same budgets proposed by each partner. A search for through an assessment of achievement for each of the sponsors will be started with the aim to further expand four macro-objectives and on the basis of the degree the range of activities and/or cover part of these costs. of satisfaction expressed by those involved locally in the project. The final report will be available within a year of completion.

Budget: € 21,000

Action Budget

Projects involving citizens € 2,429,500 Education and training € 170,500 Small and medium enterprises € 1,176,000 Legacy € 350,000 Sustainability € 213,000 Cross collaborations with other ERG and EU partners € 90,000 Marketing and Communication Plan € 386,500 Assessment Process € 21,000 Development of integrated tourist products € 171,500 Total € 5,098,000

30 East Lombardy Application | A TASTE OF ITALY European Region of Gastronomy 2017 31 A TASTE OF ITALY

CONTACTS

For more information: [email protected]

Scientific Coordinator: Roberta Garibaldi [email protected]

PARTNERS