Food  as  na(on  branding  The  Basque  experience          Gorka  Espiau  

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the Basque kitchen

The  Basque  Country  was  suffering  only  40  years  ago  the  consequences  of  a  cruel  dictatorship,  a  deep  economic  crisis,  the  highest  unemployment  figures  in  Europe  and  a  violent  conflict.  

konplexutasuna    

This  transformaCon  was  possible  due  to  a  comprehensive  strategy  based  on  public/private  partnership,  endogenous  reacCvaCon  of  the  economy  and  social  innovaCon.  

Transformation narratives. Real and non-cosmetic nation branding is a human process that combines local culture and values with historical facts in a non-objective  way. Local communities and territories identify themselves with a certain set of values that can be found in historic facts but many other values and facts that could also be interpreted as part of their local identity are left aside. Identity building is therefore an evolving process that can be positively or negatively channeled through collective action. Those cities and territories who have been able to associate themselves with a positive narrative of transformation are more resilient and socially sustainable, even more competitive. Those who have allowed a negative narrative about themselves to emerge face much more serious problems to deal with the current global challenges.

   

Basque narrative In the late 1970s, the Basque Country was emerging from a period of forty years of dictatorship in Spain that had repressed all expressions of a millenary Basque identity and culture. At that time, the Basque Country was suffering a major economic crisis, with unemployment rates above 30% and its international image directly associated with violence and political conflict. Despite all these challenges, Basque People have been able to transform itself radically leading the international rankings of social protection, health, education and balanced income per capita during the last decades. Today, Basque companies are present worldwide and Basque culture: language, art and specially gastronomy is associated with modernity. The Basque experience offers the key elements to generate a new global approach towards sustainable development transformation. An ancient way of doing things innovatively.

How to cook a sharing platter

1st phase: 1980s “Learn to compete”.

2nd phase: 1990s “Learn to compete and cooperate” Public/Private partnerships.

3rd phase: 2000-2010 “Learn to innovate in cooperation” A new ecosystem for social innovation.

Collaboration with Croatia

Eskerrik  asko  @GEspiau