Collective brand of the Bela Krajina destination
Project title: Collective brand of the Bela Krajina destination
Naziv nosilca projekta: LAS Dolenjska in Bela krajina
Project partners: Development and Information Centre Bela Krajina, Metlika Institute, Cultural Centre Semič, Agricultural Cooperative Metlika, Kolpa Landscape Park, STARKMAT, Honey Boutique Bibi
Krajinski park Kolpa, STARKMAT, Sebastjan Štarkel s.p.; Medeni butik Bibi, Bernarda Kump s.p.
Project description and activities (short):
Stakeholders from the Bela Krajina area have recognised the need to upgrade existing activities through a collective brand. This will be further integrated with the “Dobrote Dolenjske” brand into a unified marketing channel within the Local Action Group Dolenjska and Bela Krajina (LAG DBK).
povezovala v enoten trženjski kanal LAS DBK.
As part of the project, a system will be developed for granting the right to use the Bela Krajina collective brand (KBZ BK). Existing and new providers will be encouraged to present their products to an evaluation committee and, following the assessment, use the KBZ BK visual identity on certified products.
As an incentive to encourage participation in the certification process, new marketing channels will be created with the support of project funding. As part of the project, a sales and promotional centre will be equipped at the Črnomelj Tourist Information Centre.
In Semič, a wine shop will be equipped in the Museum House to showcase winemakers from Bela Krajina. For the presentation of Bela Krajina products across the wider LAG DBK area, the Metlika Institute will acquire mobile equipment.
To facilitate easier distribution of products, the project will establish the initial conditions for setting up a logistics centre of the Metlika Agricultural Cooperative.
An online platform will also be developed as part of the project to support product sales. Within the project, a Bela Krajina culinary learning centre will be established at Boutique Bibi, with the aim of educating and preserving traditional Bela Krajina cuisine. To engage both local residents and visitors at various events, a mobile Bela Krajina culinary workshop will be introduced. All activities will be supported by promotional campaigns and public awareness of the KBZ BK collective brand.
Project objectives:
To establish a collective brand system, including certification and a unified visual identity.
To connect local providers into a unified system and ensure high product quality.
To develop new marketing channels through sales and promotional centres, online platforms and a logistics centre.
To increase the recognition of Bela Krajina cuisine.
Expected results of the project:
- Upgrade and integration of business networks of retail outlets within urban centres from the “Treasures of Bela Krajina” and “House of Delicacies of Bela Krajina” projects.
- Establishment of a system for granting the right to use the Bela Krajina collective brand;
- Improved equipment and accessibility for the development of sales and promotional centres, including products under the Bela Krajina collective brand;
- Development of new products;
- Promotional materials developed (online product brochure) and active promotion carried out.
Project duration: 17 months
Total project value: 248.659,72 €
Eligible costs: 216.517,13€
Own contribution of partners: 75.446,02 €
Co-financing: 80%
Contact person: Samo Flajnik, tel.: 031 325 409 (RIC Bela krajina)
Funding structure: The operation is co-financed by the European Regional Development Fund.
Links:
- EU SKLADI https://www.eu-skladi.si/
- LAS DBK https://las-dbk.si/
