Brand Albania

Brand Albania

CBS is implementing Brand Albania project to develop a national brand for authentic Albanian food products. The project aims to provide direct technical assistance to the private sector, while encouraging support, collaboration and a PPP with the Government of Albania (GoA) institutions to establish “Brand Albania”, a brand umbrella organization that promotes local quality products and related tourism initiatives.

Mission: Project seeks to catalyze agro-tourism by promoting the unique and quality authentic characteristics of select Albanian agriculture products while using the products as “ambassadors” of tourism.

Management Structure: Brand Albania established a public-private partnership for agro-tourism for more effective dialogue in the sectors at the national level, including development of a Steering Committee of key stakeholders for participatory input, decision-making, and leadership. Steering Committee consists of representatives from:

  • Ministry of Agriculture and Rural Development
  • Ministry of Tourism and Environment
  • Albanian American Development Foundation
  • General Directorate of Industrial Property
  • Albanian Tourism Association
  • Agriculture University of Tirana
  • Authentic Food Expert, Dhurata Thanasi-Daneri

A collective trademark for Brand Albania has been developed and registered under the name OriginAL aiming to increase the quality of products and opportunities for future exports as well as improve opportunities for local SME producers. Albanian famous mountain tea produced by Illyrian Pantheon and the chestnut honey produced by Association of Honey Producers from Reç are the first authentic albanian products that have been certified with OriginAL brand, and making their successful debut at the Adventure Travel World Summit in Italy, October 15-18.

Albanian Mountain tea and Chestnut Honey branded with Brand Albania OrginiAl brand

Brand Albania project, in cooperation with other implementing partners in Albania have organized awareness and information activites in order to promote local quality products and related tourism initiatives. A series of Learning By Doing trainings and workshops took place in Tirana and Shkodër region covering topics , such as Creating Gastronomy and Rural Tourism Experiences, Travel Writing & PR, Understanding agrotourism (versus Rural Tourism), Development of new products and offerings, Agrotourism opportunities for Albania, etc.

Closer Look on Learning-by-Doing Trial Runs in Five AgroTourism Farms in Shkoder County

Project Outcomes:

  • An established public-private partnership for agro-tourism for more effective dialogue in the sectors at the national level, including the development of a Steering Committee of key stakeholders for participatory input, decisionmaking, and leadership
  • Production and finalization of mapping and overview of existing related or similar initiatives, events, products, etc.
  • Establishment of a national brand to promote local quality products and related tourism initiatives as well as improve opportunities for local SME producers
  • Improved awareness of the necessity and benefits of international standards and certifications, increasing the quality of the products and opportunities for future exports

OriginAL name was created and developed by EXINN Technology Centre; the logo was developed by DDB Albania.

This project is funded by USAID, supported by REG and implemented by CBS