It is not enough to export a product: it is necessary to tell the place, culture and lifestyle from which that product is born. This is the vision with which the LAG Approde of Ulysses looks at international markets. Through the project New routes for the new markets, the LAG works in synergy with the Campania Region to connect agri-food excellence, catering and tourist attraction, transforming the strength of destinations already known in the world into a development lever for the local production system. We talked to Gennaro Fiume, Director Gal Approdo of Ulysses
The LAG Approdo of Ulisse is a territory already strongly known internationally. What is your strategy to further strengthen its positioning?
The LAG Approdo di Ulisse operates on an interprovincial territory that includes the Sorrento Peninsula, the Amalfi Coast and the island of Capri: places that have a natural international vocation and that, in the collective imagination, are associated with hospitality, quality of life and good food. In synergy with the Campania Region we are working on the project New routes for the new markets, with the aim of enhancing the productions that best express this identity: PDO, PGI and branded products, from wine to oil, to the fiordilattes and excellences of livestock. We want to make known the quality of these productions, but also invite the international consumer to discover them in the place where they are born, because the direct experience of the territory increases its value.
Bell gastronomy already enjoys a global reputation. How does this reputation turn into concrete economic opportunities?
The challenge is to transform our ranks of excellence into real development opportunities. This is why we work on a systemic approach: the individual product is not promoted in an isolated way, but related to catering, landscape, culture and tourism. An international fair allows us to make known and taste our excellences, but the message must go further: we want to invite people to visit the Amalfi Coast, the Sorrento Peninsula and Capri, to know the cultural and gastronomic heritage and to live directly our lifestyle. Mediterranean diet and food and wine become increasingly important components of the tourist offer and can generate concrete value for local businesses.
L’articolo In addition to the product: the LAG Approdo di Ulisse brings to international markets the experience of a territory comes from IlNewyorkese.
