Thou shalt keep an open mind with a more 'glocal' point of view
“We often see consumption trends reproduced in culturally and geographically remote societies. This is due on the one hand to globalisation which has standardised greatly consumer tastes. On the other hand, trends are based on basic human needs and desires which are universal.
"However, these global trends influenced by culture and territorial values are reinterpreted and expressed in different ways in a more local context.”
This blending of global and local is known as 'glocal', and the Basqueland Brewing Project is one example of this, says the business analyst. Founded by three Americans living in San Sebastian in Spain’s Basque country, they brew craft beer that is designed to complement local Basque cuisine.
Helping consumers feel more connected to their food at a local level can also help manufacturers have a 'glocal' touch.
Luraki, an app created by a Spanish start-up of the same name helps consumers connect with local food industry professionals in their area to buy fresh and local food, while the app developed by Slovenian start-up OriginTrail helps consumers trace back the ingredients in their food to specific producers.
