Enjoyment region Austria

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AustriaAustria  Association GENUSS REGION AUSTRIAp1
Logo of the umbrella brand
State level Federation
position Organization close to the authorities
legal form society
At sight Federal Ministry for Agriculture, Regions and Tourism , Agrarmarkt Austria
founding 2008 (brand from 2003)
Headquarters Vienna 19 , Mooslackengasse 17
management Margareta Reichsthaler (Chairwoman)
Website www.genussregionen.at

Genuss Region Österreich is an umbrella brand of the Austrian Federal Ministry for Agriculture, Regions and Tourism and Agrarmarkt Austria Marketing GmbH .

The concept provides for a region to be marketed together with its typical products or foods. The regions define flagship products that they select and market themselves. The aim of this brand is to support Austrian agriculture and gastronomy . The positioning of the regions of Austria and their food industry , like traditional foods , should be made more visible to the population and create an identity .

History and organization

Upper Austria began this initiative on the part of the agricultural department back in 2003 with the name Genussland Upper Austria .

The concept was developed in 2004 by the then Federal Ministry for Agriculture, Forestry, Environment and Water Management and AMA Marketing for a nationwide initiative. The initiative was initially under the direction of the then Austrian Minister of Agriculture, Josef Pröll , with 25 regions at the time.

An association was founded by the two authorities in 2008 to handle the processing and organization; the Genuss Regions Marketing Gesellschaft and the Genuss Region Österreich (GRÖ) association commissioned the administration of the brand protected by the Federal Ministry of Agriculture, Forestry, Environment and Water Management and AMA Marketing . The GRM GenussRegionen Marketing  GmbH took over the support of the GenussRegionen and their - already at the establishment - over 3,400 licensees. The umbrella organization (association), BÖG - Best Austrian Hospitality , Regional Management Austria Association and various agricultural marketing organizations of the countries were shareholders.

As of May 2008 there were 113 regions for enjoyment in Austria, since then only a few have been added: As of January 22, 2013, it was expanded to a total of 116 regions. According to a survey in March 2019, the brand Genuss Region Österreich achieved a level of awareness of over 88%.

Since 2019, AMA Marketing has been responsible for the management of the brand as well as the support of the enjoyment regions as the brand owner in agreement with the Federal Ministry for Sustainability and Tourism.

Economic and environmental framework conditions

The food sector in Austria has an annual turnover of around 50 billion euros (2008), around 14 percent of the gross domestic product , and a production value of over 7 billion euros (2010). As early as 2010, the lead products generated sales of around 133 million euros, i.e. 2% of the total added value of the sector, making the association one of the largest organizations in the sector in Austria.

The Genuss Region Österreich brand achieved a level of awareness of 75%. The 116 gourmet regions registered in 2012 comprised an area of ​​more than 65% of all municipalities.

Although in Austria only 3% of the population is active in direct agricultural production, around every sixth job depends directly on production, processing and trading in the food industry. The initiative is intended to help further promote this important economic factor nationally and internationally, so that the promotion of awareness for local products - in addition to regional sustainability, such as preservation of cultural landscape and tradition - is also direct economic promotion that also takes effect locally, and especially for structurally weak zones or zones in need of development are suitable (a large part of the enjoyment regions are LEADER projects or spatial planning regions , tourism or other municipal associations ).

A fifth of the energy consumed is also allocated to food, which means that the program is part of the regionalization efforts of the Austrian Climate Protection Initiative (agricultural sector). The measure is also related to the organic action plan of the Ministry of Life for the further expansion of the important position of organic agriculture in Austria. In addition, it serves biodiversity by preserving rare domestic livestock and plant breeds , as well as preserving agricultural knowledge as a cultural asset .

Guidelines and criteria for a pleasure region

A pleasure region, in terms of the brand strategy, is usually a rural region that has chosen a culinary lead product that is marketed by its marketers, by its gastronomy and farmers themselves .

Gourmet regions are fundamentally developed in order to enhance the quality of agricultural products and food . The aim is also to improve and strengthen the potential of rural areas . Gourmet regions help to make rural regions known and also to highlight the respective products. The achievements of the farmers, the processing companies and the gastronomy in the regions should be made visible for the consumers. The Genussregion Österreich is a registered trademark of Agrarmarkt Austria Marketing and the Federal Ministry for Agriculture, Regions and Tourism . The connection between the cultural landscape and food production is made visible and easier to understand.

In order to be included in the register as a pleasure region, various organizations, corporations as well as individuals, such as municipalities or associations , can apply to the brand manager.

The most important prerequisite for recognition is evidence of historical and traditional backgrounds and specifications. These are subsequently also included in the Austrian register of traditional foods , through which culinary knowledge, which has been disclosed for at least three generations or 75 years, is  notified to the World Intellectual Property Organization (WIPO).

Conditions of participation:

(excerpts)
  • The area is a geographically defined region.
  • The lead product must be typical of the region and have a high quality defined by specification.
  • The product must be registered in the register of traditional foods .
  • A protected designation of origin (PDO or PGI) may have been requested for this product at national level .
  • The lead product must come from local farms or businesses .

Sub-brands

Good-from-my-region-logo.png

There are also sub-brands of this umbrella brand, such as good things from my region . While the umbrella brand is regions that consist of entire communities, the partners with the Gutes brand from my region are agricultural and small-scale companies that have to comply with similar conditions.

Similar brands

In individual federal states there are similar brands, some of which have existed earlier, but whose objectives are similar, but act independently. For example, there are:

Burgenland tastes good
 Burgenland tastes good from Burgenland Tourism
Carinthia, a land of pleasure
 Carinthia, a land of pleasure from Carinthian Agricultural Marketing Association
Upper Austria, a land of pleasure
 Upper Austria, a land of pleasure from Province of Upper Austria jointly with Upper Austria Tourism
This is what Lower Austria tastes like
 This is what Lower Austria tastes like from Province of Lower Austria

See also

Web links

Individual evidence

  1. ↑ umbrella organization , gr-marketing.at
  2. ↑ Genussland Oberösterreich , land-oberoesterreich.gv.at > Topics> Agriculture and Forestry> Rural Development
  3. ↑ Pleasure Land Upper Austria. ( Memento of the original from March 10, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. genuss-region.at → Partner  @1@ 2Template: Webachiv / IABot / www.genuss-region.at
  4. ↑ Pleasure Land Upper Austria. ( Memento from April 19, 2012 in the Internet Archive ) Oö. Tourism Marketing.
  5. ↑ Pröll: GENUSS REGION AUSTRIA - A strong brand with a future , press release APA, OTS0251 Sept. 5, 2007.
  6. ↑ Federal Ministry for Sustainability and Tourism: Genuss Region: Back to the roots. In: www.bmnt.gv.at. BMNT, August 1, 2019, accessed on September 19, 2019 (German).
  7. ↑ Home , gr-marketing.at
  8. ↑ About us , gr-marketing.at
  9. ↑ Genuss Landkarte Österreich 2008. Federal Ministry of Agriculture, Forestry, Environment and Water Management, archived from the original on March 23, 2010 ; Retrieved May 20, 2008 .
  10. ↑ Pröll: GENUSS REGION AUSTRIA - A strong brand with a future Press release APA, OTS0052 August 16, 2008.
  11. ↑ GENUSS REGION AUSTRIA: Model for a new European culinary culture on OTS from January 23, 2013, accessed on March 13, 2013.
  12. ↑ Integral and T-Factory (eds.): Myth "Regionality" - A basic study by Integral and T-Factory, March / April 2019 .
  13. ↑ Bauernzeitung: Administration of the "Genuss Region Österreich" is restructured. In: www.bauernzeitung.at. July 31, 2019, accessed September 19, 2019 .
  14. ↑ a b GENUSS REGION AUSTRIA - A strong brand with a future. In: ots.at. Ministry of Life Public Relations, September 5, 2007, accessed on March 10, 2013 .
  15. ↑ Erhard Höbaus, Viktoria Michltis, Josef Domschitz: Food in Austria. Figures-Data-Facts 2011. From producer to consumer . Ed .: Federal Ministry for Agriculture, Forestry, Environment and Water Management. Vienna February 2012, Tables The Austrian Food Industry 2010 and The Austrian Food Industry (2009) , p. 9 resp. 10 ( Lebensministerium.at [PDF]). Lebensministerium.at ( Memento of the original dated August 3, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.  @1@ 2Template: Webachiv / IABot / www.bmlfuw.gv.at
  16. ↑ Berlakovich: Genuss Region Österreich grows by nine candidates this year  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. @1@ 2Template: Toter Link / www.lebensministerium.at   , Lebensministerium.at, press release of March 28, 2011, accessed on March 1, 2013.
  17. ↑ The SPAR Group (in all areas of food retail, sports retail and shopping centers) achieved sales of EUR 12 billion in 2011. Facts & Figures 2011 , Spar Austria, accessed March 4, 2013.
  18. ^ Edith Klauser, Matthias Reeh [coord.], Marcus Kucera, Erich Ruetz [ed.]: Austria's agricultural markets: Success through change. A balance sheet on the development and market success of 50 years of the GAP and 17 years of Austrian accession to the EU . Ed .: Federal Ministry for Agriculture, Forestry, Environment and Water Management. 1st edition. Vienna September 2012, section Genuss Region Österreich , p. 38 ( Lebensministerium.at [PDF]).
  19. ↑ a b c GENUSS REGION AUSTRIA is growing with 7 new GenussRegionen ( Memento of the original from February 10, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , genuss-region.at, News , accessed on March 1, 2013.  @1@ 2Template: Webachiv / IABot / www.genuss-region.at
  20. ↑ cf. Thomas Rech, Karin Tischler: Biologische Landwirtschaft in Österreich . Ed .: Federal Ministry for Agriculture, Forestry, Environment and Water Management. 6th edition. Vienna December 2012, section focus on public relations and marketing , p. 42 ( Lebensministerium.at [PDF]). Lebensministerium.at ( Memento of the original from August 3, 2016 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice.  @1@ 2Template: Webachiv / IABot / www.bmlfuw.gv.at
  21. ↑ see Roswitha Baumung, Franz Fischerleitner, Günter Jaritz, Thomas C. Jutz, Christine Klenovec, Eva-Maria Munduch-Bader, Barbara Steurer, Klaus Wanninger: Seltene Nutztierrassen. Diversity manual . LTS 231. Ed .: Austrian Board of Trustees for Agricultural Engineering and Rural Development. 1st edition. Vienna 2009 ( Lebensministerium.at [PDF]).
  22. ^ Verein Genuss Region Österreich: Criteria for regions. In: www.genuss-region.at. 2019, accessed September 19, 2019 .