The 2nd Croatian ERASMUS+ FOODBIZ workshop, held on 14 th of February 2019 was organised in partnership and in the premises of “Primorsko – goranska Kasetica” a regional public institution charged with promotion of local and regional autochthonous food products. The workshop was attended by over 40 participants, among which were researchers, students, local producers of food as well as experts from areas of business consulting, design and marketing. At the very beginning of the workshop the students presented the results of their own research of food souvenirs in Primorsko – goranska county with the main result that the island of Krk is most advanced in terms of visibility of autochthonous food as a souvenir. After the student research results discussion, prof. Marija Cerjak from University of Zagreb followed with a lecture on importance of locally grown food as an additional motivation for food products purchase. Emphasising the importance of European quality and origin certification of food products. Jana Blažević Marčelja from STEP RI Science and Technology Park of University of Rijeka held a lecture on strategic pricing of food as a souvenir, along with optimal price setting recommendations grounded in the Rational Choice Theory framework. Designer Nela Dunato concluded the workshop emphasizing the importance of product labels design with a demonstration of good and bad label design solutions of food as a souvenir.
The 2nd ERSMUS+ FOODBIZ Problem Based Learning Workshop Croatia was based on concepts of co-creation and joint learning between students and business players in an interdisciplinary environment.
The University of Gothenburg and Svinesundskommittén organized the Problem-based Workshop on food tourism in National Parks under the aegis of FOODbiz project. The workshop was held in Kosterhavet, Sweden’s first Marine National Park on February 1st 2019, and addressed how to the Kosterhavet and Ytre Hvaker Marine National parks could better develop their food tourism potential. Bachelor students from the “Tourism and society: an introduction” course at the University of Gothenburg, food and tourism entrepreneurs, and public bodies within the area attended the workshop with the aim to jointly co-create potential solutions and ideas for food tourism development.
Taste of Wielkopolska event was organized by the PUEB partner in NH HOTEL in Poznan city, on 26th of June. The workshop aimed at discussing various issues in the food industry in Wielkopolska region that would provide information important for the further steps of the project, e.g. what is the level of general knowledge about the food sector, what are the challenges, which products could represent the region etc. One of the main points was food testing: all the participants (28 people including producers, distributors, researchers and students) had the opportunity to try regional delicacies. As the starting exercise participants proposed 3 products each that could represent the region. The experience itself aimed at discussion on what food product represents the Wielkopolska region the best. Participants were intensively involved in discussion and short exercises. They found the #Foodbiz project important and interesting. Based on the discussion on the regional food in Wielkopolska it has been found that the main problematic issues in the industry include: there is no enough support for entrepreneurs from the regional authorities; there is a lack of what can be called typical regional food products; and many others. To sum up, participants agreed that issues such as promotion of products and generally cooperation are the most important do discuss during next meetings.
The workshop was organised in cooperation with Kvarner region and city of Kastav Tourist boards. The main topic of the workshop was pairing of autochthonous wine with autochthonous food products. An expert oenologist opened the workshop with the topic of autochthonous wine. A special emphasis was given to one of the wine sorts of the sensory analyses – Kastav belica. The participation was free and limited to 30 participants regarding the sensory analyses. The actual number of participants attending the workshop was 40 but this number also includes the Faculty staff, speakers and a journalist. The participants ranged from researchers, students, professors, business players (producers and hospitality industry representatives) and public sector representatives such as regional chamber of commerce representative, City of Kastav, County of Primorsko – goranska, Kastav tourist board and Kvarner region tourist board were mostly represented. The workshop started around 10.00h as planned and all activities were over by 14.30. The extra time was on account of concluding remarks discussion. The autochthonous wine and groceries were purchased and/or donated from local food producers of Kvarner region, of which some attended the workshop. The results of ratings of various autochthonous food and wine pairs were processed during the workshop. They were presented to the participants at the end of the workshop by prof. Greta Krešić, PhD from the Food and Nutrition division of the Faculty of Tourism and Hospitality Management in Opatija. The surveys from the participants showed strong positive perception of autochthonous products as generators of rural development with positive effects on the preservation of cultural heritage. They also perceive that their originality must be preserved. The conclusion of the workshop was that Kastaf belica is now already recognized as an autochthonous trademark and wine brand of the city of Kastav. The tasters accepted and graded both wines of autochthonous sorts very well overall. The findings of the workshop also implicate that there is a large unused potential in pairing of Kastav belica and autochthonous food. Namely the Kvarner shrimp and curd cheese. These findings can be used in additional promotion of the region of Kvarner as tourist destination but also in the promotion of producers themselves.
On September 4th 2018, around 70 students from Marketing in the Service Economy course, Svinesundskommittén, the industry, municipalities and other stakeholders met at the School of Business, Economics and Law in Gothenburg to attend the experiential workshop on Scary Seafood. By means of a co-creational approach many ideas, strategies and potential innovations emerged. The experiential workshop was organized as part of #FOODbiz “University and business learning for new employability paths in food and gastronomy”, together with the Scary Seafood project – providing the scary seafood species – and the Maritime development in Bohuslän project. The workshop ensured cross-fertilisation among different research projects involving the School of Business, Economics and Law. The experiential and transdisciplinary approach and engagement of multiple stakeholders made the workshop an innovative and fun learning experience.
The #Foodbiz event was organized within the course “Economics and marketing of agrifood” of the University of Macerata implemented in the first semester of the academic year 2018-2019, thus starting in October and ending in December. Before the beginning of the course, a questionnaire aimed at understanding the level of awareness of the students about the labour market, and their most preferred methods of learning had been administered. On the basis of results, and taking into account insights collected from the agrifood sector’s employers also in the first VeryMarche workshop, educational activities have been organised in order to alternate theoretical classes and seminars to practical, problem-based activities. Students were required to formulate potential solutions to the “problems” of the agrifood sector, particularly focused in communication and branding, in the Region where the university is located: the work was carried out in groups, and implied a collection of field data. Most of the field data, while students are invited to collect further information autonomously, were provided by means of several workshops organised for the purpose. Students were very active and engaged when included into a process with the community: to the other hand and so far, both taking into account the process and the workshop itself, small producers tended to be very supportive and open minded with students, by accepting also criticisms and proposals: this element should be further exploited, as it creates links that can be useful for employability purposes. The workshop started at 19.00 and ended at 23.00, at MYmarca, with a slight delay according to the programme, due to the number of attendants (66 participants) and the active participation.
The #Foodbiz Experiential Learning Workshop by #Unimc, “VeryMarche”, took place the 28th of june at Casa Marche Mymarca Macerata. About 40 people joined the event. First, the participants were asked to answer to some questions: “according to you opinion, which are the 5 most representative products of the region?” They also had to put it in order from the most representative to the less one. Students, teachers, agrifood and tourism entrepreneurs and institutions animated the discussion. How to promote these products? Which marketing strategies are needed to brand the region through gastronomy? How to preserve the quality of the products? How to link the products to the territory? The importance of collaboration among producers to create a strong image of the region; local productions and internationalisation…only a few examples of the topics discussed! A special menu from Marche was prepared and tasted during the dinner. Each producer presented his own company and the product/dish served at the dinner. For each one there were some questions for participants, to better understand the consumer perception. From the data collected, a preliminary analysis showed that the most representative product according to the participants is “ciauscolo” a typical creamy salami who has the PGI certification.