This is an apologetic opinion about the work of Asociatia AGAPIS (Alin Prunean), Fundatia ADEPT, Gerda Gherghiceanu, Maia Morgenstern and lots of others. When honey is framed in a designed carved wood form, embottled in a handmade designed glass bottle, coupled with a silver embossed teaspoon, and the project is named "Art of Dar", at a price of 365 euro, what can you say?
Movie with Maia Morgenstern here
After you have seen the movie, do you think that are you buying honey or the art of honey?
Some britts claimed that in a speculative move by some entrepreneurs from Romania, namely Mrs. Gherghiceanu using the prestige of Charles, Prince of Wales, attached to local culture., priced very high jam, honey, etc. Article of DAILY MAIL here
What a fuss, this recently, about a honey, produced in Salaj valley, Adevarul online, once a media campaigner against the hate speech about Romanian, took subject in depth. Article of ADEVARUL here
My opinions are:
- I think that value, in what concerns food, stays in quality.
- Quality is not in producing serial food. Nor in the industrial food processing.
- Even the food industry is enough powerful in Romania (or people lack vigilance on the food issue), small food industry fights back with their brands.
- The soft power of Romania should include quality food.
- Differentiation between food industry and small, artisan food producers is in branding.
- This type of branding should include geographical indication, localisation. Because localisation brings in individuality: species, race, vegetal varieties, geography, seasonality, cultural uniqueness.
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| (c) Adevarul, AGAPIS, ADEPT |
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