It is necessary to empower quality food production, provide concrete support to small-scale producers, and, above all, to reach a critical mass that allows the change in mentality in consumers and institutions needed to guarantee a future for the region’s food and agricultural traditions.

Citizens must be aware of the costs related to the exploitation of natural capital and the consequences that policies, as well as individual and collective actions, have on the resilience and sustainability of natural ecosystems. Citizens must be aware of the power they have, their impact on the market and, consequently, on policy. Food is an appealing theme in which to involve them, as it concerns all of us. It is closely related to human health and to the health of our planet. Working on food means working on urban and rural relationships, agriculture, geopolitics, human health, and the environment, as well as a number of economic and social issues related to local development, empowerment of marginal social groups and cultural exchanges. Daily food choices have important consequences. Choosing a specific product means choosing a specific type of agriculture, which can either protect or devastate the environment and culture of a region. Consuming seasonal, local, traditional, high-quality products means protecting the local area. Food choices, when made consciously, can help orient the market and direct policies. Eating is an agricultural act. Shopping for food is a political act.

Awareness-raising activities will be focused mainly on daily food choices and, in specific countries, on specific items identified during the first phase of ESSEDRA such as:

Raw milk campaign in Macedonia;

– GMOs campaign in Macedonia;

ALE (Anadolu Lezzet Envanteri or Anatolian Taste Inventory) in Turkey;

Rural tourism campaign in Albania;

Support for local breeds in Serbia;

Cooperation between farmers in Bosnia;

– Linking consumers and producers – a step for sustainable farming in Bulgaria;

– When you shop use your head in Croatia;

– Peasant food for modern people in Romania.