White paper on creativity - ebla center

Chapter 15ObjectiveStrengthen the link between the taste industry and the cultural quality ofthe local territoryAction 17Boost synergies involving uses of the cultural heritage and food and wine goodsRegional gastronomic systems must be developed and promoted to recoverrecipes from traditional Italian cuisine and reinterpret them in a logic of “highcuisine”, and to protect local and indigenous varieties which are the mainingredients of local gastronomy.At the same time, to strengthen and consolidate the perceived link between thecultural quality of a local area and its taste industry, action must be taken so thatplaces of culture (archaeological sites, monumental areas, historic centres,libraries, museums, archives, etc) open up to the content of the food and wineculture, as regards iconography and knowledge on the subject, but also thepractical aspect of tasting products.Special care must be taken over communicating this overall image to foreignmarkets. Moreover, tourist operators must be trained to make them activepromoters of the cultural value of the areas in which they operate.ObjectiveStrengthen the system protecting quality productionsAction 18 : Promote the diffusion of information about the quality andorigin of productsOn the demand side, various measures can be implemented.Firstly, action can be taken to promote education about quality food in schools,with field trips to farms producing typical products. This could also involveparents so that, through information and education on good quality, a virtuouscircle of direct buying is created.Secondly, consumers must be given clear concise information on the origin ofproducts so they are better informed when choosing and avoid confusion and illinformedexpectations about quality. The field of application for DOP and IGPshould be limited to farm and food products with a clear link between thecharacteristics of the product or food and their geographical origin.On the supply side, adequate support must be given to producers by protectingregistered products so they enjoy greater benefits from the reputation of thebrand and be encouraged to invest in quality.Desirable measures in this field include:• encouraging advertising and sales of typical products on the Internet toguarantee the widest possible direct distribution• encourage short distributions chains, i.e. direct sales of protected productsby consortia of producersWHITE PAPER ON CREATIVITY 358