Masterstudiengang Nachhaltiger Tourismus (Master of sustainable

Prof. Dr. Hartmut Rein Master-Studiengang Nachhaltiges Tourismusmanagement [email protected]

„Oder Culinarium“ Regional Cuisine and Food Culture in the German-Polish Border Region

Prof. Dr. Hartmut Rein

European Culinary Tourism Conference, Vienna, March 3-4, 2011 Hochschule für nachhaltige Entwicklung Eberswalde (FH) · Friedrich-Ebert-Straße 28 · D-16225 Eberswalde Prof. Dr. Max Mustermann · HNE Eberswalde (FH) · Modul Wirtschaftskreisläufe ·

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ODER Culinarium …

ODRA Culinarium … Outline -Context & network -Vision & targets -Methodology & activities

-Criteria of „Oder Culinarium“ -Culinary Travel Guide -Marketing & PR -Results & future Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Context of „ODER Culinarium“ …

Non-specific cuisine on both sides of the river Oder

 Bigos Culture (PL)  Schnitzel Culture (D)

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Context of „Oder Culinarium“  Lack of cooperation between restaurants and chefs on the German side as well as on the Polish side.  No cross-border contact or cooperation at all between restaurants and chefs.  Lack of knowledge of the regional products produced on both sides of the river.

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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„Oder Culinarium“ network

24 German & Polish restaurants established „ODER Culinarium“ to develope and promote Regional Cuisine & Food Culture Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Vision of „ODER Culinarium“ …

 Development and promotion of a special regional, cross-border cuisine and food culture on both sides of the river Oder/Odra

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Targets of „Oder Culinarium“  Development of a culinary USP for the German-Polish

cross-border region, based on the traditional as well as actual regional food products of the region.  Economic strengthening of the tourist and agricultural

sector.  To secure jobs in the catering sector.  Improvement of the quality and quantity of the tourism

supply on both sides of the river.  Cross-border know-how exchange and qualification,  to shape the tourism profile of the region,

 and to form a commen regional identity.

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Targets of „Oder Culinarium“ Catering Sector Regional Products

Agriculture

Regional Cuisine

Tourists/Local people

Purchase

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Increase local added value in the region!

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Methodology & activities  Analysis of best-practice examples in Germany and Europe  Stakeholder analysis:  Stakeholders, recipes, stories, best-practice, cooperation-partners (VKD e.V.), qualification requirements …

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Methodology & activities Research on traditional historical and contemporary regional dishes/recipes on the German and Polish side of the river: 

Analysis of historic cookery books

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Workshops with members of female farmers associations („Landfrauen Vereinigungen“)

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Culinary and historical events

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Similarities and differences between German and Polish dishes

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Special products of the Oderland region

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Methodology & activities Workshops with focus on  product development  communication  cooking trainings

 service trainings

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Methodology & activities  Cooperation-Agreement

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Methodology and activities Implementation of cooperation agreement and Oder Culinarium philosophy by:

 events, fairs, presentations,  workshops and trainings (e.g. trainings for personal, service, cooking and products),

 test-/ show cooking events, media dinners,  publication of culinary travel guide,  joint development and implementation of

culinary campaign weeks with special thematic dishes.

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Methodology & activities  Cooking trainings  Culinary campaign weeks

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Methodology & Activities  Development of marketing material: logo, analysis of marketing partners, development of training materials and recipes, …  Information: ongoing PR, ODER Culinarium events and media lunches and media dinners, cooking events with VIPs from politics, economy and media as cooking assistants.  Control of compliance with Oder Culinarium criteria.

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Criteria - Oder Culinarium dishes: Product related criteria („ODER Culinarium“ dishes):

The dishes consist of 75% local products/ingredients. Regional Products have to be fresh and seasonal. No use of genetically modified raw materials.

Creativity of chefs during the preparation of the dishes. Diversity in relation to the cultural roots and the product offers of the region.

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Criteria - Oder Culi. restaurants Restaurants participating in Oder Culinarium have to offer:  at least one typical regional main dish (Oder Culinarium dish).  The dish can be either meet, fish or vegetarian dishes.  The presentation of the Oder Culinarium dish by using the Oder Culinarium CD is obligatory.

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Criteria - presentation of the dishes Criteria for the presentation of the dishes: The dishes have to be presented as „ODER Culinarium“ dishes. The presentation can be ...  as menu, which means that all dishes are meeting the Oder Culinarium criteria,  as special accentuation on the menu (with Oder Culinarium logo and claim),  as an insert card in the menu,  or as table menu cards on the table. The presentation of the Oder Culinarium dish by using the Oder Culinarium corporate design (CD) is obligatory!

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Classification - Oder Cul. restaurants Characterises a simple restaurant where you can enjoy ODER Culinarium dishes and friendly service. Furnishing is simple and well maintained. Characterises rural-rustic restaurant where you can enjoy ODER Culinarium dishes and friendly service. Furnishing is simple and well maintained and ambiance is rustic. To some extent culinary and/or cultural events are offered.

Characterises country side restaurant or restaurant with stylish, or country side rustic ambiance, where you can enjoy ODER Culinarium dishes and friendly service. You can expect a wide and creative variety of regional dishes and drinks. Culinary and / or cultural events and other tourism activities are offered.

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Marketing & PR Logo/ Corporate Design

The „Oder Mermaid“ became the central symbol of the Oder Culinarium Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Marketing & PR Deutsch-polnische „Oder Culinarium“ Website www.oderculinarium.info and www.odraculinarium.info

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Marketing & PR Flyer and Poster

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Marketing & PR  Präsentation of Oder Culinarium at „Internationale Grüne Woche“ 2007 in Berlin

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Marketing & PR Internationale Grüne Woche 2007

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Culinary Travel Guide

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Culinary Travel Guide

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Culinary Travel Guide: „Eine kulinarische Reise durch das Oderland“ „A Culinary Journey through the Oderland“ 

Culinary travel guide and cookery book - offering traditionel and creative recipes as well as stories about traditional dining and table manners of the Oderland region.

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Aims to attract new tourists,

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and at the same time wants to involve local people in developing a regional food culture.

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Culinary Travel Guide 

Development of a culinary USP for the Oder region which focus on  Diversity of the region in any respect / especially culinary diversity  Change from natural to cultural landscape and at the same time change in: land management, people / culture, culinary influences

Prof. Dr. Rein Hartmut Rein Prof. Dr. Hartmut · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Culinary Travel Guide Different culinary sections …

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Culinary Travel Guide

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Culinary Travel Guide Facts 

Editorial: Local stakeholders = Team BOOK and Team COOKING / partner of ODER Culinarium

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Bilingual (D/PL)

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Edition: 2.000 copies

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Price: 9,80 Euro / 36 PLN

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Recipes: Chefs of ODER Culinarium

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Text: Heike Mildner, photos: Stefan Hessheimer, (Hajo Schuhmacher, Heike Mildner)

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Concept, coordination, graphic design: BTE

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Published by EDITION EDISOHN

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Marketing & PR Oder Culinarium - marketing products 

Apron and badge, menus, flyer

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Oder mermaid to eat: ODER Culinarium cookies

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Website: www.oderculinarium.info

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Marketing & PR

Various presentations at different events and fairs ... Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Marketing & PR Factor of success - PR

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Marketing & PR Factor of success – Website  search-option „ODER Culinarium“: rang 3  search-option „oderculinarium“: rang 1  other hits: BTE, MOZ, DePoRE, AHGZ

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Results Pro agro Marketing Award 2007

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Results In cooperation with VKD (Association of German Chefs): 13 workshops on different topics in different „Oder Culinarium“ restaurants various coachings and service trainings and 7 common cooking training sessions

various mainstreaming activities

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Results  „Oder Culinarium“ became outstanding German – Polish cross-border cooperation example in tourism.  The quality of food culture of Oderland region has improved significantly.  Networking between restaurants and local food supplies has improved.

 The popularity of the Oderland region as tourist destination has been strengthened.

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Future of ODER Culinarium …  In 2008 „Oder Culinarium e.V.“ (incorporated society) was established by key actors of the region.

 In 2010 Oder Culinarium became part of „Slow Food Germany“ building the „Convivium Barnim-Oderland“.  In 2011 Oder Culinarium presented itself again at „Grüne Woche Berlin“, the world biggest agrarian fair.

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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Future of ODER Culinarium …

Prof. Dr. Hartmut Rein · HNE Eberswalde (FH) · Masterprogramm Nachhaltiges Tourismusmanagement

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