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Database of relevant RDP project examples

   

Project title: Delicious South-Estonia
MEASURE: Leader
Measure name: Leader measure
Theme: cooperation
Keywords: joint marketing
Start year: 2010
Local action group: LAG Tartu Development Association
Name of the beneficiary: NGO Maitsev Lõuna-Eesti (Delicious South-Estonia)
Homepage: http://www.maitseveesti.ee/ (under construction)
Sum of support: 5 713 euros
Backround of the project: NGO Delicious South-Estonia is founded by South-Estonian LEADER LAGs and local small-entrepreneurs. The aim of the NGO is to offer selling- and marketing channel, development activities and participation of networks for farms and small-producers. NGO opened a selling point for small-producers in Farm market, Lõunakeskuse shopping centre, Tartu town where producers have an opportunity to sell their products and to receive direct feedback from customers. Farm market is opened all year round and people can buy only products from South-Estonian farmers.

The need to create a roof-organization which would act like network that connects South-Estonian food producers, arose from the aspect that small producers have often difficult to find good opportunities to reach into market (possible reasons: small amounts of supply, quality of package, high price of product, short storage time, unknown producer/name, poor experiences of producer etc.) Acting under roof-organization NGO Delicious South-Estonia small-entrepreneurs have the opportunity to use more different marketing alternatives, to be visible and develop. This in turn helps to promote the development of small-producing in the area.
Objectives of the project: The aim of the project is to inform publicity about the aims of NGO Delicious South-Estonia and thus contribute on making South-Estonian small-producers' products more visible to potential consumers.
Main activities: Developing marketing plan and symbolics of NGO Delicious South-Estonia, making videos to present the members of NGO and registering the trademark of Delicious South-Estonia. Their web-page www.maitseveesti.ee is still under constructions.
Output and results indicators: Delicious South-Estonia allows to change knowledge and experiences between entrepreneurs, to find contacts to cooperate with and values the development of rural life as a whole. One of the NGO's marketing channel is located in Farm market, by which local and varied products will find their way to customers. The distinctive aspect of products that are sold in Taluturg, is that the sellers always know in which farm the products originate and how has it grown.

The farm market acts as a growing stage for small entrepreneurs. Merchanting, presenting the products and raising the marketing capability of producers are the important assets of the network. Over 60 South-Estonian producers are selling their products in this farm market.

The marketing plan was compiled by using involving leading methods: approving interview, World Cafe, circle-time.

Project has facilitated cooperation in numerous levels:
1) The first result of cooperation between South-Estonian LEADER LAGs;
2) Cooperation between South-Estonian entrepreneurs;
3) Cooperation between LEADER LAGs and entrepreneurs;
4) Cooperation between different networks - UMA MEKK and Delicious South-Estonia etc.

Project facilitates the valuation of the local food in South-Estonia.
Experiences/lessons learned: It is an excellent example of developing the entrepreneurship through cooperation of several levels in rural areas.
Additional information about the project: April 2012 - story in the brochure "LEADER for local food!" - http://www.maainfo.ee/data/trykis/Kohalik_Toit_2012_veebi_bookm.pdf

Nominee in category of best entrepreneurship project in contest "Notice Leader". Article "Delicious South-Estonia" in booklet "Notice Leader 2011" - http://www.maainfo.ee/public/files/2011_NoticeLeader_DeliciousSouthEstonia.pdf

16th July 2011 - Brainstorming about the topic "Local food to consumers 2020 - how to do that?" - http://www.maainfo.ee/index.php?id=1197&page=3394&

25th August 2010 - News - "Shopping Centre Lõunakeskus will be richer with one farm market" - http://www.maainfo.ee/index.php?article_id=779&page=3452&action=article&

27th July 2010 - Article - "They created a network of small-producers - NGO Delicious South-Estonia" - http://www.maainfo.ee/index.php?article_id=710&page=3452&action=article&
Contact person : Merle Vall
County: Tartu county
Project inserted into database: 2011-08-18

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