Since 2016, the Ministry of Rural Affairs has established a tradition of choosing the Estonian Food Region. In 2016, this honorable title was first held by Hiiumaa, and in 2018, Pärnumaa was selected as the Estonian Food Region, providing an opportunity to bring greater attention to the food and food culture produced in the region throughout the year. Food has been a priority topic in the development of the Pärnu County region for many years. Proof of this is the abundance of food-themed events in the region that fill the entire year. The area features numerous diligent creators who actively grow and introduce local ingredients. For example, the events of the Romantic Coastline have long brought widespread recognition to Pärnumaa, with the Tahkuranna Cucumber Festival having the longest tradition among them.
Objective
The objective of the Year of Pärnumaa Flavors was to contribute to the promotion of local food and to attract more visitors to the region through various food events. Pärnumaa’s wild flavors reached the President’s reception table, and the region’s beverages brought home proud titles from abroad. Emphasis was also placed on creating cooperation networks, training small producers, and launching a short supply chain between the producer and the consumer. As an added value, the Year of Pärnumaa Flavors increased the competitiveness of local food producers and boosted business development in rural areas. The food region title granted to Pärnumaa by the Ministry of Rural Affairs remained in the county until the end of April 2019, after which the ambassadors of the Year of Pärnumaa Flavors symbolically handed over a large wooden fork as the title to Vana-Võromaa.
The activities of the Year of Pärnumaa Flavors were supported by the Ministry of Rural Affairs, the Green Riverland Cooperation Body, the Gulf of Liiv Fishery Association, the Pärnu Bay Partnership, the Association of Local Governments of Pärnu County, and the Pärnumaa Development Centre, and were funded by the Estonian Rural Development Programme 2014–2020 and the Leader program. The contributors to the “Pärnumaa Maitsed” (Flavors of Pärnumaa) team included Esta Tamm, Mercedes Merimaa, Aino Viinapuu, Annika Parm, Eveli Loorents, Orvika Reilend, Merle Einola, Ragne Värk, Marika Sabiin, Kaidi Oksaar, Enn and Riina Rand, Evari Tšetsin, Herkki Ruubel, Herdis Elmend, and many local producers.
Today
Today, the Pärnumaa Flavors brand is driven by the NGO Roheliselt värske elu (Green Fresh Life), which was founded in 2015 with the aim of promoting the organic produce of local small farmers and a sustainable lifestyle in the region, while promoting healthy living by setting an example. The leader of the association is Merle Einola.
In the autumn of that year, we opened a health food cafe in Pärnu at the Pernova Nature House.
The cafe engaged in educational catering. To promote healthy foods and raise the health awareness of residents, the menu consisted predominantly of products made from the organic ingredients of local small farmers. A vegan menu was also developed, and as the biggest challenge, a wedding table for 110 people was catered with vegan food.
The keyword for the activities of NGO Roheliselt värske elu in 2018 was the Year of Pärnumaa Flavors, as the association was actively involved in the work of the Year of Pärnumaa Flavors team. In cooperation with partners promoting regional life, NGO Roheliselt värske elu organized various events to introduce local food culture. Workshops were held, the association participated in the Year of Pärnumaa Flavors area at the TourEst 2019 tourism fair, introduced Pärnumaa flavors at the Enterprise Estonia (EAS) tourism conference, etc.
The NGO Roheliselt värske elu participated in the Pärnumaa Maitsed food souvenir competition, receiving several accolades in 2018:
- NGO Roheliselt värske elu fruit bread – best bread in the Breads category
- NGO Roheliselt värske elu rye bread made from whole grain rye flour – 3rd place recognition in the Breads category
- NGO Roheliselt värske elu and Kaatarusaare farm blackcurrant delicacy – Pärnumaa’s best food souvenir 2018
