Regional Branding as a Tool for Environmental Education

Location:

Date:

Topic of the meeting:

Wrocław and Dolina Baryczy (Poland)

6 - 8 December 2010

Regional Branding as a Tool for Environmental Education

Project implementation

The first meeting of the project get grEEN was organised by the Polish organisation Stowarzyszenie Ekologiczne "Etna".

The visit comprised two parts. In addition to main topic, which was environmental education through branding of regional environmentally friendly products, it also covered stimulation of the public to report case of law abuse and of training for professionals.

Concepts of regional branding as a tool for environmental education and nature conservation was presented on site in the Barycz Valley (in Polish: Dolina Baryczy), and by presentations by participants from Poland, Spain and Germany. Visit to Barycz Valley was based on the Barycz Valley Recommends – local brand for regional environmentally friendly products and services. The environmental education element consists in a constant education of entrepreneurs applying for and using the brand, and of customers, who buy the products and services. Support for the brand users comprises promotion system using internet, publications, and events, all of them based on the common message that the environmentally friendly products are better than those produced conventionally.

The Natura2000 Wardens project was presented to the get grEEN participants by participation in the conference for authorities, environmentalists, and other relevant professionals, and by visiting organisation running the project as well as conducting interviews with the project coordinator. This part of the visit took place in Wrocław, a large city, administrative, academic and cultural centre of the region where the main part of the Barycz Valley is located. 

Presentations

The partner had presentations on past, future and visionary activities regarding regional branding & environmental education as well as implementation of Natura2000.

Amanda del Río (Fundación Global Nature, Spain): Experiences in implementation of Natura2000 in Spain. Difficulties in working with farmers. Negative and positive examples of the education for farmers. Examples of diversification of farming – birdwatching.

Karl Jahncke and Karl-Heinz Garberding (Lakes Chiemsee and Steinhuder Meer - Network Living Lakes Germany, Global Nature Fund): Presentations of German experiences in regional branding and promotional systems. Education for farmers, promotional systems (events, fair, branding, specialised services), education for customers.

Iwona Grobelna (Barycz Valley, Poland): Environmental Education Centre in Krośnice. Offer for families, organized groups, individuals. Integration of educational centre with educational infrastructure in the field. Role of the municipality of Krośnice (owner and manager) and NGOs and local businesses (partners, subcontractors).

Marta Kamińska (Barycz Valley, Poland): Barycz Valley Recommends brand as a conservaton and education tool. Concept behind the integrated promotion of the region and its products and offers. Role of the NGO (Barycz Valley Foundation) as the owner of the brand. Restrictions in using the brand. Examples of social and environmental benefits.

Visits

The participants visited several local producers learning from experiences of Polish colleagues in the field of environmental education via regional branding:

• Goat cheese producers (family of Chudzińskis)
• Fruit producers and processing (Mr. and Mrs. Łaniak, Mr Dziekan)
• W Starym Młynie  (“The Old Mill Inn”) restaurant and hotel
• Pokoje Gościnne guestrooms in Milicz + kayak rental (Mr rand Mrs Krzyżoszczak)
• Głowaczówka rural tourism farm (Janina Głowacz)
• Social Cooperative „Szklany Świat” (Glass World) glass decorations with regional motifs - Krośnice

Special attention was put on the Smoked Milicz Carp (there are several producers) because of the importance of fish breeding to conservation of nature. Combination of economic activities and caring for environment is the core of the sustainable development concept. Since 1994 this concept was implemented in the Barycz Valley, gradually developing into the regional branding system.

Conclusion

Extremely bad weather conditions caused a lot of stress. Commuting on ice, in heavy snow and wind, took twice as much time as usual. Nevertheless, the Polish partner organisation managed the meeting vary well: programme contained both theoretical and practical aspects.

The meeting in Poland was the first thematic meeting. In addition to the main focus, participants were getting acquainted with the regions they represent, partners, and the overall goals of the project. The presentations, visits, and discussions were described by participants as very interesting. First agreements between participating partner organisations were made to arrange further exchange and possibly cooperation. The second topic of Natura 2000 Wardens was seen as an option for cooperation. However, the concrete forms of this future cooperation were not discussed during the meeting. The discussion will be continued via Email as well as during next project meetings in Spain and Germany.

Participants

Spain: Amanda del Río, Ernesto Aguirre, Vanessa Sanchez

Poland: Roman Guziak, Iwona Grobelna, Marta Kamińska, Sabina Lubaczewska, Ewa i Jerzy Zuber

Germany: Silvia Jablonski, Karl Jahncke, Karl-Heinz Garberding

United Kingdom: Roger de Freitas