The project ‘LOCAL & BRAND NAMES’ is based on actions of promotion and joint promotion of hotels, destinations and producers, both in hotels and food outlets – using as a ‘vehicle’ the branded local products.
With a view to the next day of the pandemic, the innovative project ” LOCAL & BRAND NAMES ” was announced by the Panhellenic Hoteliers Federation (POX), the Producers Network “Authentic Greece” and its other contributors. Today, the Chefs Club of Greece (LAE) meets the challenges of the times and Greek Tourism and comes to support the actions of the project.
The project “LOCAL & NAMES” is based on actions of promotion and joint promotion of hotels, destinations and producers, both in hotels and at food outlets – using as a “vehicle” the branded local products. Its main tool is the direct communication with the general public, after joint actions of promotion and promotion of food and tourism, in the food retail stores, in Greece and abroad, to consumers and potential tourists. In addition, the project follows the international trends of “Authenticity” for marking and “branded” use of selected local products in hotels, presenting producers and places of origin.
Today, the Chefs Club of Greece comes to support this innovative project, with a dual goal: a) on the one hand to strengthen the ways of presenting Greek local products in Greek hotels and restaurants, through experiential and creative actions based on extensive experience of its 800 members throughout Greece b) on the other hand the most complete “connection” of tourists with the products and the producers themselves, through Certified Gastro-tourism actions in selected gastro-tourism routes, focusing on the producers of branded products that participate indirectly with products in the very gastronomic experience of the tourist.
The planning for vertical and certified Gastro-Tourism Services within the project “LOCAL & NAMES” follows the country’s guidelines for sustainable gastronomy in tourism, but also international trends, while as stated by the President of LAE Mr. Anastasios Protopsaltis , “the goal is utilize the national actions that are expected in the near future for the development of certification mechanisms of the Greek Cuisine, the local gastronomy and the relevant restaurants ” .
In the context of gastronomic services, the aim of the project is to offer vertical, integrated and “branded” solutions, facing for the first time a key problem in the interconnection of gastronomy and tourism, which is that it is based on non-standard and “non-branded” solutions , resulting in imperfect marketing. Of course, long before the outbreak of the pandemic, POX had adopted the organized interconnection of Tourism with Gastronomy, through the proposal formed by the collaborating Bodies “Authentic Greece” (the network of producers and Gastrotourism “) and” We Do Local ” , the Hospitality network based in Crete.
According to its president, Mr. Grigoris Tassios ,“POX becomes a supporter of such synergies, which strengthen the tourism profile of our country and reposition Greece on the world map of destinations more dynamically, in an environment of uncertainty and fierce competition, focusing on the Greek diet, health and quality of life. On the other hand, according to the guidelines of the Ministry of Tourism and the Government, sustainable Greek gastronomy is an excellent tool for the country to be able to promote quality tourism in a difficult time for the entire industry. Thus, it is important to utilize tools such as local gastronomy and gastrotourism routes, as highlighted in the recent conclusion of the Gastronomic Tourism Working Group of the Ministry of Tourism “ .
POX, with 62 members, the local hotel associations of the country, ie the Greek destinations, becomes a supporter of actions that promote Greek products. At the same time, however, it examines ways in which our tourism product can become of higher Value Added and be promoted more efficiently to the general public. For its part, the “Authentic Greece” Network, a Network of 22 producers from all over Greece, “introduced as a key innovation the formation of a large, but also unified range of Products of selected Local Producers, based on the Mediterranean Diet”.
The project “LOCAL & NAMES” is also under the auspices of the Ministries of Tourism and Rural Development & Food and also has the support of the Peloponnese Tourism Organization (TOP), theExporters Association of Northern Greece (SEVE) and the Association of Greek Olive Oil Standardization Industries (SEVITEL) – and LAE.
Vicky Karantzavelou – 09 July 2021, 15:33