BaP is a yearly weekend activity which invites visitors to know the origin of what they eat through direct visits to farms, orchards, herds and fishing boats.
The project aroused in 2016 as one of the main events when Catalonia was declared a European Region of Gastronomy. The Catalan Government (Prodeca-Ministry of Agriculture, Livestock, Fisheries and Food, the Ministry of Business and Knowledge and the Catalan Tourism Agency) together with Alícia Foundation co-organized the project with the collaboration of regional tourism boards, county councils, city councils, etc.).
Nowadays, this yearly event, offers open visits to agricultural and livestock activities throughout Catalonia in order to highlight the own, local and seasonal agri-food products.
BaP is presented as a great opportunity to rediscover the origins of the food that we have at the table and in the fridge while getting to know the people who produce this food in the fields of Catalonia. Thus, farmers from all over the community open the doors of their farms to show the herds, orchards, workshops and fields, among others.
BaP offers to live a tourist and gastronomic experience by stepping on the lands of the numerous participating producers. It is the best way to get to know, taste and buy local products directly from their producers.
Prodeca has a total budget of around 110.000 Eur per edition which includes personnel costs, production and distribution of promotional materials, communication (social media campaign, videos and graphic design) and additional costs related to collaboration agreements with partners in the territory.
Evidence of success
The participation has been increased each edition. Number of visitors were 15.000 in 2016 (70% bought directly from farms), 18.000 in 2017 (75% bought directly from farms), 25.000 in 2018 (79% bought directly from farms), 40.000 in 2019 (81% bought directly from farms). The satisfaction surveys, shown that proximity to the consumer and transmitting values are maintained as the best valued aspects. Moreover, the number of farms enrolled and producers’ commitment is consolidated.
To enrol the producers is quite challenging for the project. Most of them work during weekends and they have to manage the visits with their daily activity. Therefore, the visits’ revenues are not a real attractive in economic terms. So, they have to be committed to the pedagogical component of BaP.
Potential for learning or transfer
It is a leisure activity that provides fun for children, young people and adults while teaching a primary activity: how the food consumed is produced, grown, raised and fished. It is also an enrichment for the territory as it diversifies tourism and expands it with an audience interested in knowing the territorial and the productive singularities of Catalonia. In that sense, BaP includes the participation of restaurants that offers menus linked to local products and accommodation allowing to extend the experience to counties. The potential for learning or transfer could be:
- Generate tourist experiences in the territory that, offered by the farmers themselves, increase the tourist value of their own farms and the territory as a whole.
- Bring urban citizens closer to a rural world.
- Invigorate restaurants and accommodations in the area that are sensitive to local products.
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