DESIGN AND TERRITORY: THE ROLE OF DESIGN AS A DETERMINING FACTOR IN VALUING THE LOCAL CULINARY OF A PARTICULAR TERRITORY
Universidade do Estado de Minas Gerais - UEMG (BRAZIL)
About this paper:
Appears in: INTED2013 Proceedings
Publication year: 2013
Conference name: 7th International Technology, Education and Development Conference
Dates: 4-5 March, 2013
Location: Valencia, Spain
Abstract:The paper aims to demonstrate the performance of the design during the process of recovery local culinary on a particular territory, analyzing the impact of this activity in the process and checking whether or not the actions of other areas of knowledge are complementary in the process.
As observed Krucken (2009), the valuation of resources and local products is a complex issue that encompasses physical and cognitive dimensions. Typical products are the result of cultural events closely related to territory and local know-how, among other elements, what’s known as the “terroir”.
The concept of “terroir” refers to the interaction between territory and local know-how, resulting in differentiated products that are opposed to standardization. Such products require a recovery in its communication with the consumer, making it possible to be identified as a product with an identity, history and local culture, adding value to it by allowing traceability, the identification of their origins.
The relationship between local products, territory and design is manifested in the design tools used in enabling the identification of the local identity, specifically with regard to products related to food, including the food itself.
Starting from the focus of the design as a promoter of innovation shall mean that the development process requires the active participation of artisans involved since they are dealing with autonomous individuals to improve their livelihoods. The application of design methodology would involve not only the teaching of a particular form of production, but also learning the culture, customs, traditions and local elements by the designers. It is not, therefore, unilateral learning, but bilateral due to the exchange of experiences and knowledge.
The application of design method to the local culinary follows the same approach adopted for crafts, focusing on the identification of local identity and its application in food products, adding value to it, creating competitive potential in the market, among other advantages, following this steps: identification and analysis of demand; identification and analysis of the offering; analysis of competition; improvement and development of new products; adjustment of production; qualification;market access;promotion and disclosure.
Particularly in culinary field, the application of design would also result in the orientation for selection and use of local raw materials. Using such materials would result in stimulating the consumption of local products, handmade, preservatives-free and therefore healthier.
The application of design is also in the products presentation to the market since the food design is dedicated to the development of suitable packaging, ending up in more ergonomic and attractive products.
Regarding distribution and disclosure of products, there are aspects to be worked by the designer, who can contribute in the development process. However, the participation of specialists from other fields of knowledge is necessary in order to facilitate and even enable the completion of the project.
In the presented study one can conclude that the performance of the design is crucial for the development of projects that highlight local identity and value the territory, adding value also to typical food products. However, such activity is not sufficient for the development of the product in all its aspects as well as its positioning in the market, its distribution and promotion.
Keywords: Food Design, identity, design method, innovation.