The goal of the project is to connect local providers into a comprehensive brand of Kranjska Gora, develop promotional/sales centers for greater visibility of local products and create new distribution channels for product marketing. The aim is to comprehensively harmonize the quality of the gastronomic and related offer in the destination of Kranjska Gora.
The project is managed by the Kranjska Gora Tourism Institute in cooperation with subcontractors. The established collective brand system follows the Izvorno Slovensko model, developed by the company ProVITAL d.o.o. under the tutelage of expert dr. Tanje Lešnik Štuhec.
Kranjska Gora thus joins 10 collective brands in Slovenia: Bohinjsko, Okusi Rogle, Dobrote Dolenjske, Srce Slovenije, Idrija Izbrano, Jeruzalem Slovenia, Bled Local selection, Okusiti Laško, Sevnica Premium, Maribor – Our best.
With the development model of the local environment, the project will influence the growth of the quality of the comprehensive offer, the integration of providers, the development of new and related products and services, and the realization of business ideas.
The objectives of the certification are:
building a register of providers with guaranteed local added value – the quality and origin of food and materials from the destination area of Kranjska Gora and its surroundings,
coordinated growth of the overall quality of the offer in the destination,
short local supply chains with the highest possible self-sufficiency,
coordinated promotion of local providers, logistics and sales of the Soča Valley destination as a whole.
The process of establishing the Collective Brand system (KBZ)
The process of building the quality of the local offer from the bottom up takes at least five years and at the end of this period offers the basis for a quality stay in the destination, both for locals and visitors.