The green heart

By project SMEOrigin

Published on 15 October 2024

Austria

Steiermark

About this good practice

The ‘Green Heart of Austria’ has developed into a renowned tourism brand over five decades. More recently, it has been developed into an umbrella brand that unites the entire Styrian population as brand ambassadors of a common identity. The centrepiece emphasises the culinary diversity of Styrian cuisine, which is based on fresh, regional ingredients, and thus contributes to the region's identity. It also serves as a marketing tool for tourism by attracting visitors who want to discover the outstanding cuisine and natural beauty of Styria.
Well-known brand ambassadors such as Peterquelle, Styrian pumpkin seed oil PGI, Styrian horseradish (Kren) and our food cluster, the Styrian Food Hub, contribute significantly to the positioning of the Green Heart in the food sector. They represent the quality and diversity of Styrian products and contribute to the sustainable development of the region. By integrating these strong brands into the umbrella brand, ‘Das Grüne Herz’ becomes a symbol for high-quality, regionally produced food and at the same time promotes awareness of sustainable practices in agriculture.

Resources needed

Various resources are required to successfully promote the Green Heart of Styria:
Financial resources: Funding from regional government
Human resources: Specialists in marketing
Cooperation resources: Networks between farmers, restaurants and tourism
Technological resources: Digital platforms

Evidence of success

The ‘Green Heart of Styria’ has established itself as a strong regional brand. Through the targeted marketing of regional products, the brand has been able to build a strong network of producers, processors and consumers, which has led to growth in the regional food industry and positive economic effects. Examples include the success of Styrian pumpkin seed oil and Styrian wine, which are recognised far beyond the region's borders.

Potential for learning or transfer

The “Grünes Herz” regional brand model shows how the combination of regional identity and high-quality, sustainable products can promote both tourism and food production. This concept could be adopted in other regions by specifically marketing local specialties and products and integrating them into a sustainable economic system. It also offers potential for cooperation between agriculture, tourism and food processing. The model offers valuable insights for other regions on how to promote both the domestic market and exports by strengthening regional food products.