Pursuing Sustainable Tourism through Innovation: The Case of Regional Produce more

Pursuing Sustainable Tourism through Innovation: The Case of Regional Produce Christoph Corvesa, Sandra Enderwitza, Kerstin Hoffmanna, Anja Hergesellb, Niels Chr. Nielsenb a b Christian-Albrechts-Universität, Kiel Syddansk Universitet, Esbjerg Abstract Regional produce has gained importance as an asset for regional development in recent years. A growing appreciation of regional specialities by tourists has highlighted the potential benefits of cooperation between agricultural producers and the tourism sector. This paper describes and compares two projects that aim at enhancing the consumption of regional produce in the Wadden Sea regions of Denmark and Germany, and potentially adding value to tourism offers. The German initiative "Uthlande Produkte" aims at improving marketing opportunities for meat products, and intends to strengthen regional economic cycles and value creation within the North Frisian region of Uthlande. The association “Vadehavsprodukter” (Danish Wadden Sea Products) aims to improve the competitive position of local businesses by designing and executing a joint marketing strategy under the brand name “Vadehavsguld”. The two projects are reviewed with regard to drivers, barriers, processes and networks of innovation, which are considered important elements for assessing their contribution to local economy and sustainable development. This paper has been published as Corves, C. ; Hoffmann, K. ; Enderwitz, S. ; Hergesell, A. ; Nielsen, N.C. (2009): Pursuing Sustainable Tourism through Innovation : The Case of Regional Produce. Universitaet Kiel. Geographisches Institut. Schriften ; vol. 119, april 2009. Pp.125-142. 1 (19) 1. Introduction Based on its proximity to the sea and its fertile marshlands, work and life in the North Sea Region (NSR) have been shaped by the primary sector for centuries. Due to the increasingly fierce global competition and the ongoing reforms of the EU's agricultural policies, many agricultural producers have begun to specialise in high quality foods and other products targeting niche markets. Regional produce has gained importance as an asset for regional development in recent years. Consumers increasingly demand regionally created and partly also organic products. (MLUR 2007) Restaurants and catering businesses follow the trend of offering more regional cuisine, i.e. using ingredients predominantly native to the region (ibid., Hjalager 2006,15f.). A growing appreciation of regional specialities by tourists (MLUR 2007) has highlighted the potential benefits of cooperation between agricultural and tourism producers. Acknowledging the comparative disadvantages for businesses in peripheral areas and the necessity to compete on the basis of quality rather than quantity, the projects "Vadehavsprodukter" in the Danish Wadden Sea Region (WSR) and “Uthlande Produkte” in the North Frisian Region of Schleswig-Holstein, Germany, were initiated. Both aim at creating business opportunities for regional farmers and local inhabitants, strengthening regional identity and coherence, and enhancing the visibility and image of the region. Thus, the initiatives do not only seek to enhance the competitive position of their members but to improve the overall economic situation of the respective regions and their inhabitants’ quality of life. Being based on similar ideas, both projects have been instigated only a few years ago and operate in parts of the Wadden Sea region. The two case studies from the NSR have been identified as good examples of tourism related innovations within the two years project "ToLearn – Developing Sustainable Tourism around the North Sea Region". The present study reports on those two initiatives and compares them in regard to selected aspects. A structured approach to the investigation is thought to facilitate the identification of major challenges and support the case comparison. Hence, t the cases are reviewed in regard to the drivers, barriers, processes and networks of innovation. Methodologically, the study is based on a series of in-depth interviews with key informants using a standardised questionnaire. The findings were validated by reviewing secondary sources such as reports, statistics and strategy papers. 2 (19) 2. Uthlande Produkte 2.1 Project Background The region of Uthlande comprises a group of islands and Halligen (holms) at the North Frisian Coast in the German State of Schleswig-Holstein. It includes the so called geest (with a moraine core) islands Amrum, Föhr, Nordstrand, Pellworm, Sylt, and the Halligen Gröde, Hooge, Langeneß/ Oland, Nordstrandischmoor, Süderoog, Südfall and Habel as well as Helgoland, an island further off the coast (see Figure 1). Figure 1: Map of the region Uthlande In Uthlande almost 36,000 people live on 320 km² in 28 communities including two cities (Fohrbeck & Schikotanz, n.d.). The region varies greatly in terms of population density, and natural and cultural assets. The Halligen are only sparsely populated while most of the region’s population is concentrated on the islands of Sylt and Föhr. The region's unique features are the Halligen - small islands of low-lying land which are often flooded with saltwater during high tide. 3 (19) 2.2 Reasons for/ Drivers of Innovation Agriculture has traditionally been a major economic activity especially in the southern parts of the Uthlande region where marshlands provide good conditions for cattle breeding and crop farming (e.g. the islands of Pellworm, Nordstrand and Föhr). The geest islands, on the contrary, consist of sandy soils that are less fertile; pasture farming is the dominant form of agriculture. Most of the enterprises are small or medium-sized; the majority have 50 to 75 hectares in acreage for operation (Table 1). On an administrative level, Uthlande belongs to the Landkreis Nordfriesland (county North Friesland) where 1,050 people work in agriculture representing 2.3% of the total employment in the region1 (Statistikamt Hamburg & Schleswig-Holstein, 2008). In 2006, agriculture accounted for 1.5% of the county's GDP. This is a higher share than in the State of Schleswig-Holstein overall, where agriculture accounts for 1.8 % of total employment and 1.36 % of GDP (Statistikamt Hamburg & SchleswigHolstein, 2008). Table 1: Farm Sizes in Schleswig-Holstein Farm Size [hectares] North Frisian Marshland islands & Halligen % North Frisian Geestland islands % Helgoland Uthlande Total % Schleswig-Holstein % 2-5 16 9.14 5-10 14 8.00 10-20 22 12.57 34 15.96 20-30 18 10.29 18 8.45 20-40 14 8.00 15 7.04 40-50 19 10.86 10 4.69 50-75 75-100 35 16 20.00 9.14 32 26 15.02 12.21 100-200 200 > 18 3 10.29 1.71 14 6.57 1 0.47 37 26 17.37 12.21 1 53 41 13.62 10.54 3031 2089 17.16 11.83 56 14.40 1854 10.50 36 9.25 1101 6.23 29 7.46 1020 5.77 29 7.46 1035 5.86 67 42 17.22 10.80 2600 1992 14.72 11.28 32 8.23 2352 4 1.03 590 13.32 3.34 Source: Derived from Statistisches Amt für Hamburg und Schleswig-Holstein 2008 Suffering from the peripheral location and the resulting high costs, for example for transport, Uthlande's farmers have focused on producing quality products for niche markets in recent decades. Nevertheless, they have been particularly vulnerable to the EU agricultural policy that has led to structural changes. Farmers adapted to the restructuring process by further specialising on high quality and direct marketing, some also turned to organic farming (Fohrbeck & Schikotanz n.d.). 1 As of 2006 4 (19) Livestock farming has always been a major component of Uthlande’s economic prosperity. Especially on the Halligen, it is the predominant form of agriculture and a sideline occupation for almost all inhabitants, providing an important part of the income (Institut Raum & Energie 2008). The animals raised in Uthlande used to be distributed via the regional cattle trade, i.e. the cattle market in the city of Husum on the mainland. High transport costs have inhibited the development of a globally competitive beef production in the Uthlande region. The consequence has been an ongoing decrease in livestock breeding on the islands and Halligen. The “Uthlande Produkte” initiative aims at halting and possibly reversing this decline by introducing a regional marketing scheme (IHKo 2007a). As part of this scheme, foods produced within the Uthlande region are sold through local food outlets to visitors and inhabitants of the region. The products are marketed in cooperation with the tourism sector, in particular with hotels and other providers of tourism accomodation. Thereby, the project intends to increase the creation of economic value within the region. A central element is the direct selling of locally produced food products to consumers while bypassing distributors and wholesalers. Thereby, the project intends to increase the creation of economic value within the region. The initiative has also been developed against the background of a gradually changing consumer behaviour. The food scandals of the past years, particularly in the meat industry in Germany, have unsettled consumers and have led to a general loss of confidence in industrial scale food production. The increasing demand for regional produce - that are considered healthy - has led to the idea of establishing a regional food brand (IHKo 2007b). Addressing tourists is regarded as one channel for the direct marketing of the regional products because of the growing appreciation of regional specialities by tourists (MLUR 2007). In addition, joint marketing activities with the tourism industries are thought to enhance the region's attractiveness, and improve the income situation of the local population. They are also regarded an opportunity to attract (new) guests to the destination Uthlande. 2.3 Barriers to Innovation Establishing a regional marketing initiative was mainly driven by consumers’ demand. Initially, farmers and retailers in the region were reluctant to participate (Lübcke 2007). However, round table discussions and a clear concept convinced 5 (19) some of the value of participating in direct marketing. Nevertheless, direct marketing of agricultural (food) products can only be considered one possible option for small agricultural businesses to generate income, competing with other business strategies, such as agrotourism, which is perceived by some businesses to be more rewarding. Another challenge is to include the Halligen in the regional marketing. Farmers on the various Halligen have found individual ways to adapt to the very specific conditions for agriculture there. Most of them have specialised in sheep or pasture farming. In general, only small amounts of fresh lamb or milk products are produced for consumption by visitors. Due to differences in feeding, etc., these products vary in quality and are, hence, difficult to standardise. However, an involvement in the “Uthlande Produkte” would require a standardisation up to a certain level which is still a barrier to participation. Furthermore, agriculture is a sideline occupation for most of the farmers. Direct marketing would. in most cases, imply an increased workload. This is considered acceptable only if economically rewarding (Landwirtschaftskammer Schleswig-Holstein 2002). Therefore, the Halligen are not yet participating in the project. Due to a lack of suitable facilities, the slaughtering has to be carried out on the mainland. Possibilities for the animals to be slaughtered on the islands were examined but the slaughter houses in question could not meet the requirements outlined within the project. Such requirements are a separate cold storage room, the production of a broad range of products and small shipping sizes. As a result, participants agreed to have all animals slaughtered centrally in the mainland village of Viöl by the traditional country butchery Burmeister, which was able to fulfil all requirements. The cattle’s transport from the islands to Viöl is carried out either by ferry and truck or by train. This implies stress for the cattle, which should be avoided before the slaughtering. Therefore, the butcher provides a stable where the animals stay overnight in their original herd’s formation, so they can calm down before next day’s slaughtering. 2.4 Processes of Innovation A first attempt to establish a regional food marketing scheme in cooperation with the Wesermarsch (region at the North Sea Coast of Lower Saxony), the Netherlands and Denmark as part of an earlier LEADER II project did not succeed due to an insufficient volume of potential products in 2002. However, the follow-up project, initiated in November 2003, could draw on the previous project’s experiences. 6 (19) First of all, "Fering Natüür", a nature protection foundation based in Wyk (island of agriculture Föhr), commissioned Schleswig-Holstein’s chamber of (Landwirtschaftskammer) with the conceptual design of a regional marketing scheme for Uthlande products as a project within the nationwide rural development programme "Regionen Aktiv" (Active Regions)2. After the completion of the conceptual phase in 2005, the chamber obtained a follow-up mandate for the concept’s implementation and commercial launch. An important step was the initiation of contacts with the direct marketers and the establishment of a network of producers, retailers, slaughter houses and tourism professionals. A commercial brand was developed. At four round-table meetings the involved farmers were informed about the aims of the project and asked for their feedback, ideas and further requests. The requirements concerning the brand, the certificate of origin, the quality criteria and usability for the region Uthlande, were jointly discussed. As a result, the product labels do not only specify "Uthlande" but also indicate each product’s exact island of origin. After the brand was registered by the chamber in July 2005, the first "Uthlande Rind" (Cattle/ Beef from Uthlande) was transported from the island of Sylt to be slaughtered. It was also Sylt, where the supermarkets/shops first offered the new product line. Having gathered experience with the production and marketing process on Sylt, the programme was extended to include further Uthlande islands (Landwirtschaftskammer Schleswig-Holstein 2005). Several marketing activities have been undertaken to promote and distribute the Uthlande products, namely: - a press conference - brochures - the production of a film in cooperation with the Slowfood association (http://www.slowfood.de/slow_food_tv/genussreise_foehr/) - a small gift hamper for visitors filled with samples of regional products to be bought by tourism businesses for distribution (see Figure 2) Regionen Aktiv: A programme for rural development financed by the Federal government/ Ministry of Agriculture aiming at consumer protection, sustainable land use, strengthtening rural areas by creating additional income as well as strengthening urban- rural relations. Selected regions were supported to implement concepts specific to their individual situation (derived from www.regionenaktiv.de/Regionen_Aktiv/regionen_aktiv.html). 2 7 (19) - cooperation with a ferry company (display of information materials and sale of regional products in the cafeteria) Figure 2: Gift Hamper Source: Insel- und Halligkonferenz In order to introduce the regional brand "Uthlande Rind" to the public, a press conference was held in a popular tourist spot in Rantum/Sylt in September 2005. The conference slogan was "Beef from the North Frisian Islands and Halligen may finally bear a name". The logo contains the colours green and blue, symbolizing the salt meadows and water within the National Park (see Figure 3). The signature "Region Uthlande" informs about the product’s origin. A brochure informing about "Uthlande Produkte" was created and displayed in tourist information centres and holiday flats. Recently, a short film called "Genussreise Föhr – Bon Vivant Journey Föhr" has been produced in cooperation with the gourmet association Slowfood (http://www.slowfood.de/slow_food_tv/genussreise_foehr/). Figure 3: Logo Uthlande Produkte Source: http://www.inselundhalligkonferenz.de/produkte.php Originally, “Uthlande Produkte” comprised solely meat products. The protected trademark recognizes animals born and raised on the islands and Halligen of Uthlande. Only accredited and stringently controlled butchers are permitted to slaughter the cattle and lambs and process them further into "Uthlande Produkte". “Uthlande Rind” is derived solely from meat cattle out of mother cow herds and not 8 (19) from dairy cattle stocks, which secures a good taste. The trademark “Uthlande Produkte” succeeded in establishing a transparent and stringently controlled value added chain from the farmer via the slaughter house to the counter and, ultimately, to the customer. Since 2005, the product range of fresh meat has been expanded to a range of processed foods. In the local retail stores, a specific Uthlande storage rack offers cheeses, homemade jam, mustard, beer, and, of course, beef and lamb sausages. Some of the direct sellers offer bread made of Uthlande grain, and fruits and vegetables from local organic cultivation. A "Föhr Cheese Plate" completes the range of products. In 2007, the Uthlande brand was developed further by creating a corporate design and diversifying the marketing instruments. An example is a so-called "Gästekorb" (gift hamper) including a sample of Uthlande produce and information materials for visitors (see Figure 2). Hotels and other types of accommodation may display it for their guests. Furthermore, in cooperation with the regional ferry company, Uthlande products have been offered on the ferries servicing the region. Next to product diversification, the quantity of fresh meat on offer has increased. Therefore, investments in a refrigerated vehicle and an extension of the slaughterhouse were made in 2007 (IHKo 2007d). In 2007, the initiative "Uthlande Produkte" was awarded the label "Excellent Regional Initiative" by the German Association for Landscape Conservation (Deutscher Verband für Landschaftspflege - DVL) in cooperation with the German Federal Ministry for Agriculture. The label for excellent regional initiatives can be used for marketing and PR (IHKo 2007c). 2.5 Networks for Innovation The regional marketing project has been driven by the NGO Fering Natüür and its chairwoman Annemarie Lübcke. The organisation is a forum in which persons with different backgrounds (farmers, tourism, public administration) come together to work for a sustainable development of the island of Föhr. Regional marketing is regarded an important element for a sustainable land use and the creation of opportunities for local income generation (Fering Natüür 2008). 9 (19) From 2003 to 2005, Fering Natüür managed the regional marketing project. Afterwards, the Insel- und Halligkonferenz (Conference of the Islands and Halligen, IHKo) took over because it was able to co-finance the project from 2005 until 2008 with funds from the federal programme "Regionen Aktiv" (Active Regions). Annemarie Lübcke, also managing director of the IHKo, has continued to be actively involved in the project. From the beginning, Schleswig-Holstein’s chamber of agriculture was in charge of implementing the marketing concept. The chamber commenced talks with Uthlande’s shop owners and managers. Surveys were carried out to estimate the consumers’ willingness to buy products from Uthlande. Furthermore, producers, retailers, butchers and tourism professionals have been involved. At present, the network consists of 8 farmers, 1 butcher, 2 food producers / meat processors as well as 11 shops (Hartmann 2008). Figure 4: Range of Uthlande Products Source: Insel- und Halligkonferenz 10 (19) 3. Vadehavsprodukter Denmark 3.1 Project Background The primary sector has been playing a decreasing role in Denmark’s economy; in 2007, there was about 41,000 people working in agriculture, horticulture and forestry, and further 68,000 jobs in industries such as food processing, retailing, construction and transportation attributable to the sector, together accounting for about 4% of the national work force (Danmarks Statistik 2008). Yet in the Danish Wadden Sea area, the primary sector still accounts for about 11%3 of all employment (Pilotprojekt Nationalpark Vadehavet 2005). Due to the increasingly fierce competition and the EU’s agricultural policies, structural changes have been initiated and many businesses have specialized on high quality, ecologically sound produce. However, the expected benefits of these alterations have not yet been realized to the full extent, and have posed the need for action in terms of product differentiation (ibid.). Capitalizing on the growing importance of leisure and tourism in the region (Cowi Consult 2003) and the mutual potential benefits of cooperation, the association “Vadehavsprodukter” (Danish Wadden Sea Products) aims to develop and market a quality brand for regional products and services. 3.2 Drivers of / Reasons for Innovation The economy in the Wadden Sea region is dominated by small and medium-sized enterprises, which produce high-quality products and services. However, products, particularly foods like lamb meat and dairy products, have been sold at inferior prices thereby passing up the opportunity of higher profits. Acknowledging the comparative disadvantages for businesses in peripheral areas, the necessity to compete on the basis of quality rather than quantity, and the benefits for both tourism businesses and the primary sector in combining their efforts, the project Danish Wadden Sea Products was initiated. It attempts to realize the potential of using tourism and tourists for marketing regional products, and of regional products and services to enhance existent and develop new tourist offers. The association thus, aims to: • • • 3 Improve the business opportunities for local producers and service providers, Enhance the visibility and image of the region, and Strengthen regional identity formation. As of the year 2000 11 (19) Hence, the initiative does not only seek to improve the competitive position of its members but to better the overall economic situation of the region, and increase the inhabitants’ quality of life. The project design was primarily inspired by the work of the Dutch association “Waddengoud” (http://www.waddengoud.nl/). The Head of the Danish Institute of Rural Research and Development, Dr. Flemming Just, and the Manager of the Business Development Unit of Esbjerg’s Business Development Centre, Kristian Drejer, visited the subsequent partner organization during a study trip in 2005 and returned with the vision to develop an all-embracing Wadden Sea brand based on transnational communication and cooperation (Stoye and Hergesell 2008). 3.3 Barriers to Innovation A number of challenges have been encountered in the establishment of the association ”Vadehavsprodukter”. They predominantly concern: financial restrictions, human resource limitations, and the project stakeholders. The project has been co-funded through the EU community initiative Leader+, which requires the initial covering of expenses, as costs are reimbursed by the EU retroactively. This modus operandi constituted a challenge, as an entity covering the salary for a project coordinator had to be found. Ultimately, the Development Forum of South-West Jutland (Sydvestjysk Udviklingsforum) agreed to take over this obligation. Further obstacles in relation to the role of the employed network coordinator included finding a person with the right qualifications, who would be willing to take up a temporary position in a remote part of the country – in a time of extraordinarily low unemployment.4 When a person with just the right profile was found and had started work, she first announced that she had to go on maternity leave, and subsequently quit the job due to the unclear employment conditions and the time pressure inherent to project employment. These events highlight the weakness of depending on just one person. Eventually, Erling Sørensen, nature guide in the area and thus, familiar with the Wadden Sea Region and its people, took over the task successfully. 4 National average primo 2007: 3.3% and falling. 12 (19) Next to the common financial and human-resource constraints, the project design constituted a major challenge. The project was initiated by non-practitioners but aimed at cooperation between food producers in the region. Differences in expertise, mentality, motivation, working speed and style, and time availability posed problems. Moreover, the initial lack of clear membership criteria and benefits reduced the attractiveness of the network and the involvement of the members to the advantage of other regional initiatives such as the Taste of South Jutland (Sønderjyske Madglæder http://www.madglaeder.dk/) and Wadden Sea, Marsh and Food (Vadehav, Marsk og Mad http://www.vmom.dk/). It also influenced the composition of the early participating group, which, in turn, shaped the subsequent discussions on defining geographic and product criteria. In addition to internal challenges, the collaboration with the Dutch partner organization “Waddengoud” was characterized by occasional difficulties due to language barriers and shortcomings of selected communication channels (Stoye and Hergesell 2008). 3.4 Processes of Innovation The creation of the initiative ”Vadehavsprodukter” was driven by two individuals: Flemming Just from the University of Southern Denmark and Kristian Drejer from Esbjerg’s Business Development Centre. After studying and visiting the Dutch project “Waddengoud” in August 2005, a self-appointed working group engaged in developing a strategy, setting up a homepage, designing a logo, securing funding and recruiting members. Based on the group’s work, the association ”Vadehavsprodukter” was founded at a general assembly in September 2006. The main task of the association has been the establishment of a quality brand through the definition of clear criteria and marketing. Recently, the network has turned to look at possibilities for developing new products based on raw materials provided by the members. Based on lengthy discussions, two sets of criteria were adopted by the general assembly in 2008, one for membership and one for logo use. By late 2008, the network had much focus on the development of criteria including all types of Wadden Sea products, not only foods. They were the first to do so in Denmark (Sørensen 2008). An indispensable formal criterion for all members is their location in the Danish Wadden Sea region, demarcated by the roads Hovedvej 11 and Tarphagevej (see Figure 5). The association hereby applies a geographic definition close to the 13 (19) delineation of the newly established Danish national park Wadden Sea (green demarcation in Figure 5) rather than an administrative demarcation, i.e. including the so-called Wadden Sea communities of Tønder, Esbjerg, Fanø and Varde. Figure 5: Defined region of the initiative Danish Wadden Sea Products (purple) Background map © Kort- og Matrikelstyrelsen. 2004 The use of the association’s logo (see Figure 6) has been restricted to producers and retailers, whose products are predominantly made of local ingredients and produced in the region. The initiative thus, acknowledges the difficulties in finding the right balance between offering a choice of products under the brand name “Vadehavsguld” and ensuring the products’ regional provenance. In line with this train of thought, businesses interested in using regional ingredients in the future may become members although their products currently do not adhere to the set criteria. Figure 6: Logo Vadehavsguld Source: http://www.vadehavsprodukter.dk 14 (19) Next to the development of criteria, several marketing activities in regard to promotion and distribution have been undertaken. The initiative, its work and products have been promoted through: a quarterly newsletter, national media including articles in both newspapers and topical magazines, and exhibitions at national and international fairs such as “Ferie for alle” (Holiday for all) and “FoodExpo”. The latter also constituted an opportunity to sell regional produce branded “Vadehavsguld”. In addition, permanent distribution channels have been established in the form of sales rooms at locations of association members and selected shops in the region. As of November 2008, the network’s web site was being re-designed in order to allow for internet ordering and sales. The most recent plan is the combination of the very popular tourist activity of watching the starlings, the so-called “black sun”, with the promotion and distribution of local produce. Bus tour packages aimed at Copenhagen residents are being developed as of November 2008, and are scheduled to start in 2009. 3.5 Networks for Innovation The initiative Danish Wadden Sea Products is a network based on a membership scheme, which, as of November 2008, included 90 regional producers, manufacturers, retailers, gastronomic and tourism businesses (Sørensen 2008, see member list at www.vadehavsprodukter.dk). Among those members are enterprises, institutions, associations and individuals with a particular interest in supporting the aims of the initiative. The network is headed by an elected steering committee, which is advised by a team of experts in the field that attend the meetings as external assessors. The only employee is the project coordinator, who is in charge of developing and marketing the network. He coordinates the exchange of experiences as a form of learning between members, gives advice, and manages the internal and external communication. Financial assistance was secured until June 2008 through a Leader+ grant and co-funding by the University of Southern Denmark, the MAST doctoral school and the Development Forum of South-West Jutland (Sydvestjysk Udviklingsforum). In October 2008, the network was granted 700.000 Danish Kroner for the subsequent two years from a coalition of Local Actions Groups (LAGs) in the 15 (19) four Wadden Sea municipalities. This was considered an important step towards developing a sustainable regional economy (Sørensen 2008). The network has several formal links to other networks with a similar focus, namely: the national organization Taste of Denmark (Smagen af Danmark), a nationwide platform for food associations to collaborate and exchange experiences, the Dutch partner organization “Waddengoud”, and the regional initiative “Wadden Sea, Marsh and Food” (Vadehav, Marsk og Mad), with which the network shares a few members and collaborates on promotional activities, for instance a shared exhibition stand at the ”FoodExpo”. The network “Vadehavsprodukter” has been invited to host the Gastro-award competition in 2009 or perhaps more convenient in 2010, when it would coincide with Ribe’s 1,300th anniversary. Furthermore, formal and informal connections are maintained to other regional organizations through the inclusion of external assessors from relevant institutions such as Esbjerg’s Business Development Centre and Rømø Tourist Office, as well as through participants’ personal relations and multiple memberships. 4. Conclusion This paper has described two projects that aim at enhancing the production, marketing and consumption of regional produce in the Wadden Sea region. Their success cannot yet be assessed in quantitative terms because both projects have been initiated only recently. However, a series of interviews with stakeholders suggests that both have made significant progress in reaching their aims. Since 2005, the project "Uthlande Produkte" has developed rather well. Marketing activities have been successful in addressing visitors in Uthlande making customers’ demand partly exceed supply. In fact, suppliers have been taken by surprise that customers are willing to pay high prices for extraordinary quality. The project has achieved to add to and sustain value of regional products. Income has been secured, and jobs have been maintained in the region. However, it cannot yet be quantified whether new jobs have been created. The association “Vadehavsprodukter” has aimed at improving the competitive position of the local businesses by designing and executing a joint marketing strategy under the brand name “Vadehavsguld”, and encouraging product and institutional innovation through intra- and inter-organizational communication and learning. By 16 (19) including local producers, tourist providers, public authorities and special interest groups, the network enhances the visibility and image of the Wadden Sea region, supports regional identity formation, and increases the residents’ quality of life. Thus, the initiative extends the activity’s benefits to both non-participating businesses of the Danish Wadden Sea economy and all the residents by branding the region both internally and externally, and strengthening the local economy. Inspired by Dutch examples, both initiatives share many similarities e.g. regarding reasons, label criteria, partnerships, and marketing instruments. Both operate in demarcated areas in the Wadden Sea region. However, there are differences regarding product types, distribution, and management structure. Both initiatives aim at improving the competitive position of local businesses. While “Uthlande Produkte” started out with meat products, which keep playing a central role, the Danish “Vadehavsprodukter” include a wide range of products and services with a regional provenance. Furthermore, the Uthlande initiative encouraged the development of new products while the Danish initiative predominantly capitalizes on existing products and services, stimulates the increasing use of local resources and innovative product packaging. Both operate with logos that indicate the origin. The use of the associations’ logos is linked to the compliance with set criteria regarding geographic location of the producer and quality. Apart from logos, they also use similar marketing strategies such as media coverage and presentations at fairs. However, unlike the Danish initiative, “Uthlande Produkte” does not have any plans to use the internet as a distribution channel for some or all the products. Regarding their regional integration, “Uthlande Produkte” and “Vadehavsprodukter” have both established partnerships with national food associations as well as businesses and tourism organisations. In Uthlande, an NGO has been involved in the initiative, and there has been a close cooperation with the self-administration of the agriculturists – the chamber of agriculture in the state of Schleswig-Holstein. In the Danish WSR, individuals, i.e. academics and representatives of a business development centre, have been the driving force of the initiative. Furthermore, an academic institution was involved in financing the Danish initiative together with a sub-regional development forum and the EU, while the German initiative has been funded by a federal programme. Other differences, e.g. in management structure and organisation, are partly related to differences in the administrative structures in Denmark and Germany. In summary, both initiatives have, in varying degrees, - contributed to improved control and transparency of production, - stimulated the regional product variety, 17 (19) - enhanced the local economy, particularly agriculture. The initiatives are innovative approaches to strengthen the local economy in remote areas. However, the initiatives’ long-term contribution to the regions’ (sustainable) development remains open. Also, the applicability of the approaches described above to similar settings demands further research. References Cowi Consult (2003). Report and Assessment of Socio-economic Data in the Danish Sector of the Wadden Sea Region [online]. Wilhelmshaven: Wadden Sea Forum. Available from: http://www.waddensea-forum.org/Archive/StudiesArchive/cowi%20final%20uk.pdf [Accessed 8 April 2008]. Danmarks Statistik (Statistics Denmark) 2008: data accessed through StatBank Denmark: www.statistikbanken,dk, [accessed 21. November 2008]. Ferring Natüür: www.ferring-natüür.de [accessed 20 August 2008] Fohrbeck, W. & M. Schikotanz / Verein Ökologisch Wirtschaften, e.V. (n. d.): Die Region „Uthlande“. 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