Culinary Strategy Austria and new quality label “Austrian paying agency (AMA) Genuss Region”
The trend towards regionality and the desire to know where food and ingredients come from have reached a new dimension. In response to this trend, numerous different culinary initiatives have been launched in recent years. They make a valuable contribution to regions - but the large number of seals with most different criteria left consumers with a certain disorientation.
To counteract this situation, the Federal Ministry of Agriculture, Regions and Tourism established the Culinary Network. The Culinary Network is funded via the Austrian Rural Development Programme and is a platform organised within AMA Marketing, which is intended to make the best possible contribution to the networking of all participants and the use of synergies along the value-added chain. The objective is to generate added value for our family farms, for our regions and for consumers.
Added value is created above all through quality. Therefore, the heart is a consistent quality assurance and traceability system and a joint marketing and sales strategy.
Quality label “AMA GENUSS REGION” (AMA Region of Delight)
Now the quality assurance and traceability system was presented together with the officially recognised quality label “AMA GENUSS REGION” (AMA REGION OF DELIGHT) seal. The AMA GENUSS REGION quality label can be used by certified rural direct marketers, manufacturers and restaurants. Based on this, the next step will be to develop a joint sales and marketing strategy.
The Culinary Strategy Austria was developed in 2019 and includes a comprehensive work programme with over 30 measures. Austria is to be positioned as THE culinary destination in Europe under the motto “From the region. For the region. Into the world.”