Tartumaine Toit in fairs and conventions

Since autumn 2023, Tartu County Development Association can use the EU CAP Estonian Rural Development Plan 2014-2020 measure 16.4 “Developing marketing opportunities for agricultural produce and foods through short supply chains or local markets” to participate in fairs and conventions, open a retail space, and to conduct marketing activities for the promotion of Tartu county food producers and their products.

The aim of the project is to foster the accessibility of Tartu county food producers’ products for the consumer, to increase the competitiveness of local producers’ products by simplifying and reducing the cost of participation in fairs and conventions, and to develop coordinated marketing activities. To strengthen Tartu county food producers cooperation network, create a platform for increased joint activities and development of the sector. To offer the consumer more information on local foods and its producers, and to foster healthier and environmentally friendlier food consumption.

The project includes creating a common visual identity and label for Tartu county food producers to market their products, participating collectively in fairs and conventions, and conducting marketing activities and events that enhance the local food culture, such as experience dinners using local produce in cooperation with the science center AHHAA. The activities of the project began in November 2023 and last until 30th June 2025. The total cost of the project is 141 113,60€, of which 116 215,94€ is the subsidy.

The collective name is Tartumaine Toit. The visual is based on Tartu county series of food events Tirin (tureen) which has already gained visibility with its activities. In 2023, Tartumaine Toit participated collectively in three fairs, the plan is to participate in 17 fairs in 2024.