Centre of Culinary Arts - Taste Slovenia (SI)

Centre of Culinary Arts – Taste Slovenia

Items

Description

1. WHO

Key people and organisations (initiator, leader, partners)

 Kulinarično središče - Okusiti Slovenijo / Centre of Culinary Arts – Taste Slovenia

 Jezeršek gostinstvo Ltd, Restaurant Dvor Jezeršek

 Mr Franc Jezeršek, Founder; Mr Martin Jezeršek, Managing director

Key Figures (, Cerklje na GorenjskemSlovenia)

Surface

Inhabitants

Tourism arrivals

Tourism nights

78 km²

7,356

28,417

52,771

2. WHY

Reason for taking the good practice action

Dvor Jezeršek property preserves architectural, ethnological and culinary heritage of Slovenia. At the same time it is a modern company that operates according to contemporary living standards. This is the only venue where guests can taste a variety of dishes from entire Slovenia under one roof. The culinary offer presented under united brand and expressing quality and style is becoming ever more acknowledged.

"Taste Slovenia" concept fits perfectly into operational policy of Dvor Jezeršek and therefore it was wisely incorporated in the overall image of the brand. 

"Taste Slovenia" is the gastronomic and culinary slogan of Republic of Slovenia. The Government and National Tourism Organization systematically gives efforts to lift the visibility of Slovene gastronomy at home and abroad since 2006.

The project is innovative and professional and functions according to the national gastronomy development strategy of Slovenia. It is designed by marketing agency Futura and photographer Tomo Jeseničnik under the auspices of ethnologist Janez Bogataj. All experts in their fields were involved in planning of the national gastronomy development strategy of Republic of Slovenia and in creating the book Taste Slovenia. Jezeršek gostinstvo Ltd upgraded its dishes according to 'Taste Slovenia' guidelines in its restaurant and catering culinary offer and proudly presented them to the clients.

Issues and challenge

The challenge was introducing the old Slovene dishes to a wider audience. Many dishes are only known locally within small communities among older generations. Until today the names of the dishes still need to be supported with written explanation about the origin of particular dish and its ingredients.

 Traditional local dishes do not necessary follow the modern trends of special dietary requirements and therefore need to be supplemented with a contemporary dish.

3. HOW

Methods /steps / tools used (to develop the good practice)

"Taste Slovenia" is the gastronomic and culinary slogan of Republic of Slovenia. The Government and National Tourism Organization systematically gives efforts to raise the visibility of Slovene gastronomy at home and abroad since 2006.

The result of these efforts is also the book »Taste Slovenia« that presents 24 gastronomic regions of Slovenia and 176 fundamental characteristic dishes and drinks. Jezeršek gostinstvo Ltd was proud to participate at its making. We were involved in the process of food photography by cooking and presenting all selected dished. We consider the publishing of the book as the start of the implementation of concept Centre of Culinary Arts – Taste Slovenia.

Brochures and leaflets were issued upon this occasion, menus redesigned and offer upgraded by several products that present the gastronomy of Slovenia and have souvenir value.

Dvor Jezeršek - Brnik 1768 was named Centre of Culinary Arts – Taste Slovenia. Website, signposts and company identity was upgraded to raise the awareness of this innovative brand in Slovenia and abroad.

4. RESULT

Specific/measurable results, benefits

'Taste Slovenia' dishes were ever more included in the catering receptions at a number of locations. Very soon this offer became the leading advantage of Jezeršek Catering and was requested at a numerous government receptions during the Slovenian EU presidency, at Slovenian Tourist Board events and as well as a la cart offer at Dvor Jezeršek Restaurant.

Recognitions (e.g. awards)

 Sejalec 2008: national award for innovation

5. REFLECTION

Lessons learned

Not only foreigners but also local guests have tendency to eat good quality Slovenian food when visiting Slovenian restaurants. They are intrigued by the dishes they have never tried before. Catering events are a different story but it often happens that besides the selected menu we are requested to serve (e.g.) cuts of Carniolan sausage as well.

Challenges met

When forming menus we need to have in mind to always place unknown recipes besides a majority of well know dishes. This keeps the guests intrigued. Guests also constantly expect us to produce new culinary ideas and serve the menus in innovative ways which is sometimes challenging and takes a lot of working hours and staff engagement. Small companies are rarely able to fulfil these requirements.

Critical success factors

Implementing 'Taste Slovenia' brand helped Jezeršek catering to get even closer to its clients and especially to guests who look for a taste of Slovenia. With our professional approach, we enriched Slovenian tourism and hospitality market with an attractive product which is not new but is wrapped in an innovative paper. The project came to life. We count numerous satisfied guests and event organizers and feel confident ourselves since the number of events and our turnover keeps rising.

6. MORE 

web-references, documents

 www.jezersek.si, Taste Slovenia