Place Branding and Rural
The "European Agriculture Fund for Rural
Development" (EAFRD) aims at promoting
economic development in rural areas.
Funds for rural development are allocated
by Managing Authorities appointed by the
Member States. Depending on the needs
and choices of each Member State,
support may be granted to:
• the diversification of farmers into non‐
agricultural activities;
• the development of non‐agricultural
SMEs in rural areas and engaged in
sustainable & responsible tourism ;
• the restoration / upgrading of the
cultural and natural heritage of villages
and rural landscapes.
Types of tourism‐related actions eligible for funding
Eligible actions are listed in the national and regional "Rural Development Programmes"
(RDP) prepared by the Member States. Depending on their choices, these RDPs may fund:
• vocational training and skills acquisition actions, demonstration activities and
information actions;
• advisory services to help farmers, forest holders, other land managers and SMEs to
improve their economic performance;
• business start‐up aid as well as investments for non‐agricultural activities;
• drawing up and updating of plans for the development of rural municipalities and
• investments for public use in recreational infrastructure, tourist information and small
scale tourism infrastructure;
• studies and investments associated with the maintenance, restoration and upgrading of
the cultural and natural heritage of villages, rural landscapes etc…;
• co‐operation involving at least two entities.
Rural Development Programme for Marche
Cost of programme: € 538 million (EU budget: € 232 million; National co‐funding: € 306 million)
1. Knowledge transfer and innovation in agriculture, forestry and rural areas;
2. Competitiveness of agri sector and sustainable forestry;
3. Food chain organisation, animal welfare and risk management in agriculture;
4. Restoring, preserving and enhancing ecosystems related to agriculture and forestry;
5. Resource efficiency and climate;
6. Social inclusion and local development in rural areas.
Local Action Groups
Local Action Groups (LAGs) are made up of public and private partners from the rural
territory, and must include representatives from different socio‐economic sectors. They
receive financial assistance to implement local development strategies, by awarding grants
to local projects.
A good Italian example can be Gal Fermano
Type and level of funding The EAFRD is providing grants, with a minimum contribution rate of 20 %. Each "Rural
Development Programme" prepared by the Member States includes a table setting out a
specific EAFRD contribution rate for each type of operation.
In Italy there are RDPs for different regions, for example:
‐ Sardinia: € 1,3 bln (most funded);
‐ Emilia‐Romagna: € 1,2 bln;
‐ Tuscany: € 962 mln;
‐ Marche: €
‐ Molise: € 210 mln (least funded);
Examples of successful projects: Italy
Organic Food Processing Business Cascina Caremma
Location, time: Lombardia region, 2010‐2011
Cost: € 260 000 (EAFRD contribution ‐ € 91 000)
Objectives: 1) diversify agricultural activity; 2)
establish a short closed chain within the farm; 3)
promote sustainable use of resources and
enhance local production
Main activities: construction of a multipurpose
plant (processing of fruit, pasta, bread, cheese)
Results: using the new plant was created short
closed productive chain within the farm, so
increased production and sales of local products;
decrease of negative impacts to the environment
Examples of successful projects: Italy
Innovating Agriculture: “Fresh and Ready to eat” Production in Umbria
Location, time: Umbria region, 2010‐2012
Cost: € 499 400 (EAFRD contribution ‐ € 392 372)
Objectives: 1) diversify the main farms’ activities to start producing “fresh and ready‐to‐eat” fruits and
vegetables; 2) create new market opportunities; 3) introduce innovative “environment‐friendly”
packaging solutions
Main activities: designing process and product innovations, testing them in the farms; on the product
front, development of special “environment‐friendly” packaging; finding new markets for the products,
with particular attention to big supermarkets
Results: the farmers have diversified their outputs, introduced new quality products, found new market
opportunities, became part of the regional short supply‐chain, contributed to spreading innovation;
with cooperation between entrepreneurs, university and technological district, has been built a new
platform for entrepreneurial activity
Examples of successful projects: other countries
Conservation of Traditional Farm Buildings in Ireland
Location, time: Cork County, 2007
Cost: € 28 000 (EAFRD contribution ‐ € 9 350)
Objectives: repair of traditional farm buildings using
traditional methods and materials; prevent the loss of
heritage assets in rural landscapes; special conditions
– protection of wildlife habitats during the works
Main activities: the buildings of a drystock farm
mentioned in National Inventory of Architectural
Heritage have been repaired with traditional methods
Results: farm buildings have been conserved and
prevented from further damage/decay and remain a
functional part of the farm; the pleasantness value of
the countryside has been improved
Examples of successful projects: other countries
Cultural Tourism “Opera on Öland” in Sweden
Location, time: Kalmar län, 2009 – nowadays
Cost: € 56 500 (EAFRD contribution ‐ € 2 500)
Objectives: create an annual opera festival, using the
potential of Öland (incl. the Alvaret castle) as a summer
residence for artists, musicians, producers
Main activities: all preparatory actions in creating and
then holding the first opera festival in 2009; then it
became not only opera event and now involves theatre,
dance and art
Results: both cultural and economic benefits
(accomodation, restaurant businesses, opportunities for
local food producers); the culture week is a stimulus to
develop new cultural tourism products

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