Project - Mediterranean Diet - When Brand Meets Peoples

Description


Description (EN): M.D.net project challenges the problems of currently neglected and undeveloped opportunities of Mediterranean Diet (MD). MD is integral part of the Mediterranean identity, inscribed in the UNESCO List of Intangible Cultural Heritage. The MD involves a set of skills, knowledge, rituals, symbols and traditions concerning cultures, landscape, lifestyle, ways to work (crops, harvesting, fishing, animal husbandry, conservation, processing, cooking, sharing and consumption of food products) characterizing a powerful industry. MD.net main objective is to strengthen exploration of the MD according the UNESCO Med Diet Convention, blending comprehensive MD concepts with innovative tools. The project will use both traditional and creative measures (as sharing economy) starting cooperation of quadruple helix stakeholders in order to lift the MD economy to new quality levels. Project approach consists of blocks of activities never tried before in MD sectors: MD.data generating share knowledge and strategies (WP3). MD.Brand establishing an Intelligent Marketing to reinforce MD common identity (WP4). MD.InC boosting creativity and innovation in MD economy (WP4). MD.Brain establishing co-working trainings for MD innovation (WP4). MD.GOV - Living labs developing integrated activities (WP3,4,5,6). MD.TN.net capitalizing results and consolidating MD network (WP5,6). MED less developed regions would get improved S3 implementation as well as durable growth through a MD industry.
Description: MD.net défie l'actuel problème d'opportunités négligées et non développées de la Diète Mediterranéenne (DM). La DM fait partie intégrante de l'identité méditerranéenne; elle est inscrite dans la Liste du Patrimoine Culturel Immatériel UNESCO. La DM implique un ensemble de compétences, connaissances, rituels, traditions concernant cultures, landscape, style de vie, modes de travail (récolte, pêche, élevage, conservation, transformation, cuisine, partage et consommation d'aliments) caractérisant un style de vie. L'objectif principal de MD.net est de renforcer la DM en accord avec la Convention Méditerranéenne de l'Alimentation de l'UNESCO, apportant sur l'ensamble DM le concept d'innovation. Le projet utilise de mesures culturelles, innovantes et créatives et, à travers la coopération internationale « à quadruple hélice » améliore la performance de la DM. L'approche de projet consiste en la mise en place des suivantes unités d'actions innovantes, jamais essayées auparavant dans le secteur de DM: MD.data, générant de connaissances et stratégies partagées. MD.Brand établissant un Intelligent Marketing qui renforce l'identité commune . MD.InC pour stimuler la créativité de la DM. MD.Brain établissant une formation commune sur la DM. MD.GOV Living Labs pour développer de stratégies régionales. MD.TN.net capitalise les résultats et élargit le réseau. La communauté MED améliorera ses capacités d'implementation de la S3 ainsi qu'une croissance durable de l'économie MD.
Expected Results (EN): 1 MD.data - Sharing scientific knowledge and research on the Mediterranean Diet through the transnational network platform : Following knowledge and research will be obtained during WP3 implementation: Common knowledge about MD products according different regions (whole MD cycle: from farm to table including tourist products and cultural aspects). Common assessment of MD challenges, bottlenecks and missing links, overcoming innovation gaps of the SMEs, including both technical solutions and non-technical planning and implementation capacity. Increased knowledge about MD stakeholders divided by different groups and regions including their capacities. Overview of common use of information and cross-sectoral coordination, particularly in relation to the key challenges of the international market for local/small producers: for smarter strategies of production, transformation, distribution, commercialisation and marketing of MD products. Identified fields needing intervention and innovation to be reinforced. Support and implement the integration of the MD.net partnership with an enlarged audience of users. Review of development and tourism policies including Smart Specialisation of participating regions, identified best practices on policy and business level.1 MD.data - Sharing scientific knowledge and research on the Mediterranean Diet through the transnational network platform : Following knowledge and research will be obtained during WP3 implementation: Common knowledge about MD products according different regions (whole MD cycle: from farm to table including tourist products and cultural aspects). Common assessment of MD challenges, bottlenecks and missing links, overcoming innovation gaps of the SMEs, including both technical solutions and non-technical planning and implementation capacity. Increased knowledge about MD stakeholders divided by different groups and regions including their capacities. Overview of common use of information and cross-sectoral coordination, particularly in relation to the key challenges of the international market for local/small producers: for smarter strategies of production, transformation, distribution, commercialisation and marketing of MD products. Identified fields needing intervention and innovation to be reinforced. Support and implement the integration of the MD.net partnership with an enlarged audience of users. Review of development and tourism policies including Smart Specialisation of participating regions, identified best practices on policy and business level.2 MD.Brand : (WP-3-4-5-6) Improved "valorisation policy" especially in fields of MD Branding (Distribution, Commercialization and Marketing). Strengthened creative capacity to promote MD products in the international markets. MD.Brand as a permanent agreement/s as tool to strengthen MD identity and steady cooperation between MD regions to apply common methodologies to foster SMEs in the international market competition. Stronger cooperation for the Internationalisation of territories and economic stakeholders. The co-existence of transnational network (UNESCO-MD Community) and local network stakeholders (MD-CLLD communities) around associated partners in each concerned region replaces standard competitive processes and creates common/linked vision for marketing, common/linked way to show MD style of life and common/linked ways to implement strategies. MD Brand as a widely recognisable trade mark used in MED regions to foster regional growth and new skills. All this leading to higher added value of MD Brand users and consequently to higher income from tourism related activities.3 MD.InC - Innovation and creativity of products and services through the permanent platform : Improved competitiveness of businesses through development of innovative MD products and services. Improved levels of transnational cooperation and different nature of the partners and associated partners will improve the "knowledge chain" and enlarge the potential in creativeness and innovation of the solutions, stimulate sectoral undertaking, integrating products and services. Innovation and creativity of products and services through the permanent knowledge and cluster cooperation platform will boost the internationalisation of the MD traditional key sectors and the exploitation of the MD in emerging sectors. Smart Specialization Strategies will be supported by adding tourism related MD topics to each region. Improved social stability and decreased unemployment due to new generation of young entrepreneurs. Supported crowdfunding campaigns to improve access to alternative private financial sources for tourism and Mediterranean diet SMEs. Supported blue and green economy due to fishery and bio-based agriculture as parts of MD. Improved innovative capacities of SME due to learning co-creation process and trainings.4 MD.Brain - Shared methodology of courses and workshops for information and co-creation of MD professionals : (WP3-4)Through the MD trainings, and summer school knowledge capacities of young interconnected generations who will be professionals and consumers of the future will be increased. Support to cross-sectorial innovation, joining tourism and food SMEs with totally different sectors (textile, movie, culture, wood...). Connecting scientific research, traditional knowledge, public policies and professional skills through formal and non-formal means of brainstorming. Training and education addressed to different types of local stakeholders to raise awareness of health aspects, economic and environmental sustainability of the MD: SMEs, Young entrepreneurs, professional schools. Improved capacity of the different targeted Enterprises to integrate innovations, addressing gaps that hinder innovation through common co-creative work. Improved access to alternative private financial sources through local crowdfunding campaigns for tourism and MD products. Through workshops, improved methodology of co-creation to develop new products and combine traditional designs with modern ones. Raising of awareness of local communities about Med Diet and their associated benefits in the quality of life.5 MD.GOV - Strengthening of partnerships among Quadruple-helix sectors. : Improved governance of regional and local authorities through participation in strategic activities of the project (MDnet vision and strategy, quadruple helixes, policy reccomendations, action pland and manifesto.) According to the Community Led Local Development model promoted by the current Programming Period of the Cohesion Policy, set up of permanent MD-CLLDs - Living laboratories with local stakeholders to implement the MD.net strategy. Involvement of the representatives of the quadruple helix to test internationalisation initiatives of companies. The MD-CLLD model entails a shift from the traditional towards a completely different approach that considers the involved National/Regional public Institutions as the core facilitators of the MD.net processes. They act as actors of governance of a set of local stakeholders. MD-CLLD establishes in each territory a shared platform to support transnational network activities and data collection. Designing the MD.CLLDs network in the transnational space strengthens the network architecture. Involvement of other territories that would benefit from joining the network.6 MD.TNnet - Enlarged MD.net transnational capitalization : Successful transferring and capitalisation of MD tools, achievements and knowledge to MED regions (WP5-6). Enlarged MD network (transnational capitalisation campaign), making subscribe the UNESCO Med Diet Convention by new MD.net partners. Rising interest by Key Decision Makers in Europe and international stakeholders potentially interest in the MD.net outputs and results in order to consolidate the network. Virtuous circle leading from education to healthy life-styles to a traditional and safe food through innovation in MD process and complementary services (preservation, production, delivery, branding, promotion etc...) to be more attractive for young generations and mass markets in a way to produce new interest in agriculture fields for job opportunities. Enhanced circular economy based on pilots where tourism and diet products and services are implemented in short loops, finding waste of one loop as the source of another. Synergies between MD activities UNESCO site activities and other sites listed in the World heritage.
Expected Outputs (EN): Gathering, systematizing and sharing MD data,Strengthening transnational interface and connections,Creating one common brand, vision and strategy to promote MD communities,Increase the sense of community both at local and transnational level,Strengthening initiatives of co-working and sharing economy,Strengthened entrepreneurs' bravery in tackling innovation and creativity,Increase power and competitiveness of MD products,Improved tools for local, regional and national development strategies in rural/inner areas,Established international MD cluster

Thematic Information


Thematics: Knowledge and technology transfer  Institutional cooperation and cooperation networks  
Specific Objective: To increase transnational activity of innovative clusters and networks of key sectors of the MED area
Thematic Objective: (1) strengthening research, technological development and innovation by:
Investment Priority: (1b) promoting business investment in R&I, developing links and synergies between enterprises, research and development centres and the higher education sector, in particular promoting investment in product and service development, technology transfer, social innovation, eco-innovation, public service applications, demand stimulation, networking, clusters and open innovation through smart specialisation, and supporting technological and applied research, pilot lines, early product validation actions, advanced manufacturing capabilities and first production, in particular in key enabling technologies and diffusion of general purpose technologies


Project Summary


Project name (EN): Mediterranean Diet - When Brand Meets Peoples
Project name: Diète Méditerranéenne - une conception à l'encontre des hommes
Project acronym: MD.net

Period: 2014-2020
Date of latest update: 2019-05-23

Web: https://interreg-med.eu/

Project start date: 2018-02-01
Project end date: 2022-01-31
Project status: Ongoing

Total budget/expenditure: EUR 3.727.330,00
European Union funding: EUR 3.168.230,53

ERDF budget: EUR 2.914.815,77
IPA budget: EUR 253.414,76

Project documents

The documents below were published as mentioned in field "Data source" (attached to each document). Keep.eu users are free to use these documents as long as the data source and keep.eu are mentioned.

No outputs available yet.

Partners Data


Lead Partner (EN): Campania Region
Lead Partner: Région de Campanie
Address: Via S. Lucia 81, Napoli, Italy
Legal status: public

Address: 62 Archbishop Makarios III, Galata - Troodos, Cyprus
Legal status: public
Department: Catalan Agrifood Exports Promotion Agency (PRODECA)
Address: Gran via de les Corts Catalanes 612-614,, Barcelona, Spain
Legal status: public
Department: Projects' Department
Address: Rruga Skerdilajd Llagami, Ndrt 3/8, TIRANA, Albania
Legal status: public
Department: IV Commission on "Culture, Tourism and Sustainable Development"
Address: Via Emerico Amari, 162, Palermo, Italy
Legal status: public
Address: Cucova Ulica 5, PTUJ, Slovenia
Legal status: public
Department: GENERAL DIRECTORATE FOR KNOWLEDGE-BASED ECONOMY, LABOUR AND ENTERPRISES
Address: Viale Aldo Moro, 44, BOLOGNA, Italy
Legal status: public
Department: International Projects
Address: Plaza de la Contratación 8, Seville, Spain
Legal status: public
Department: Proyectos Europeos/European Projects/Projets Européens
Address: Johann Sebastian Bach 28, Barcelona, Spain
Legal status: private
Address: Biskupa Čule bb, MOSTAR, Bosnia and Herzegovina
Legal status: public
Department: DIRECTORATE OF ENVIRONMENT AND SPATIAL PLANNING
Address: ELEFTHERIAS SQUARE, HERAKLION, Greece
Legal status: public
Department: Department of development and implementation of EU funded projects
Address: DOMOVINSKOG RATA 2, SPLIT, Croatia
Legal status: public
Department: MeditBio - Centre for Mediterranean Bioresources and Food
Address: CAMPUS DE GAMBELAS PAVILHAO B1, Faro, Portugal
Legal status: public

Partners Location


  Lead Partner     Project Partner