Flavour and Consciousness: Your Plate, Your Impact

CSO: Grupo de Desarrollo Rural Valle del Guadalhorce
Area: Responsible food consumption
Location: Alhaurín el Grande, Pizarra, Coín, Cártama, Álora (Province of Malaga)

Type of project

Raise awareness about the importance of sustainable food systems and their impact on climate change mitigation. Promote the consumption of locally sourced, seasonal, and organic food among disinterested audiences. Encourage the use of short marketing channels, such as local markets, cooperatives and direct sales. Engage sceptical audiences through practical and experiential activities that highlight immediate benefits (savings, quality, health, local economy). T

12 months of duration.

The global food system accounts for approximately 30% of global greenhouse gas emissions. Long transport chains, the existence of intermediaries in the marketing chain, the intensive use of synthetic agrochemicals and high urban pressure in the Guadalhorce Valley exacerbate environmental degradation and thus lead to a lower quality of life. In contrast, local and sustainable food systems, through short marketing channels based on zero-kilometre, seasonal and organic foods, can reduce emissions by up to 20% compared to conventional systems (FAO, 2020). These systems support the local economy, improve the resilience of farming families and promote healthier diets. However, a significant segment of the population perceives organic and sustainable food as expensive, complex or unattractive. To overcome these barriers, the project adopts a science-based approach, using solid scientific evidence and accessible communication strategies to demonstrate the tangible benefits of sustainable food.

Target (Disengaged)

• Directly mobilised citizens: Families, young people, women, event attendees: 500-800
• Students: 250
• Young people: 90
• Women: 50
• Event attendees: 100
• Visits to farms, cheese factories, fruit and vegetable farms: 80
• Professional seminars and school canteens: 40
• Social media users: 5,000
• Multipliers: 
  • Producers, teachers, local leaders: 70
  • Educational centres (5)
  • Local producers: 20
  • Women’s associations (5)
• Final reach Guadalhorce Valley Community: 5,000-10,000

The project targets disengaged citizens through experiential activities such as visits to organic farms (at least one farm, one cheese factory, one fruit and vegetable farm) and local markets (at least one tour), demonstrating immediate benefits (savings, quality). Workshops in educational centres and women’s associations involve young people and women, while events at agri-food markets (min. 2) with local chefs attract families and sceptical consumers.

Science – Based

Data from the FAO (2020) and the IPCC (2019) are used to demonstrate that local food systems reduce emissions by 20%. Teaching materials (leaflets, mini videos) and information from experts at universities (University of Malaga and Seville, and CSIC) on the most recent projects with results in the Guadalhorce Valley region. Interactive workshops in schools and podcasts with real testimonials reinforce confidence in science. Transparency in sources (e.g., studies cited) allows citizens and authorities to verify information, which will be reflected in the final project results guide.

Gender

Specific workshops for women (min. 2) empower female farmers and entrepreneurs, with flexible schedules to facilitate attendance. Inclusive communication uses images and messages with equitable roles. Testimonials and active participation of female producers in activities such as show cooking and experiential visits (examples of women in the cheese, agricultural and livestock sectors in the region).

Planned activities

Raise awareness among the citizens of the Guadalhorce Valley about the importance of sustainable food systems in mitigating climate change, promoting the consumption of locally sourced, seasonal and organic food, and encouraging collaboration between stakeholders to strengthen the local economy and climate resilience.

Action model

A variety of actions will be used to achieve the expected results

• Analysis of the current situation, identifying specific barriers (economic, cultural) faced by disengaged citizens.
• Interactive talks and round tables using a participatory and scientific approach (FAO, IPCC data) to demystify the complexity of sustainable food.
• Showcookings, tours and experiential visits, which attract sceptical audiences by showing immediate benefits (taste, savings), involving local producers.
• Seminars and campaigns, training professionals and spreading inclusive messages on social media, promoting trust in science and gender equality.