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‘identity’ sector of North Catalonian economy represents a new
open-mindedness and will see an expansion based of the culture
of the region. The research into local economic solutions as
an alternative to globalisation of markets is indicative of
our time and explains the launch of products, mostly foods,
at the heart of historic regions like North Catalonia. Traditional
products, such as the specialités catalanes biscuits,
alcohols and meats, add to the concept of deep-rooted connections
to the land, and influence the world. Potato soufflés,
sodas, nightclub drinks and beers of the region are picked up
by the consumer who wants to support a modern initiative which
is real to their territory, as opposed to supporting multi-national
hegemonies.
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The economy of ‘identity’ as
a response to globalisation.
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The
‘identity’ economy equally signifies a return to the formerly
popular products which were gradually abandoned in the 20th
Century: olives, oils, dried fruits, honeys, cheeses, organic
fruit juices. Products such as these have numerous qualities
which can guarantee success on the margin of the industrial
frenzy. The rediscovery of the natural potentials of the land,
the advantage of ancestral experience and the added value of
‘identity’ as a synonym of quality presents a welcome possibility
in a region missing a productive economy. The trans-frontier
space, composing a South Catalonian market attentive to signs
of identity is an effective springboard from which to launch
this sector. The ‘identity’ economy, that induces an obvious
closeness, benefits from word-of-mouth, its success revealing
an expectation and contributes to the renewal of confidence.
Not overly affected by the brain drain from the region, it presents
the advantage of maintaining jobs in a positive concern for
sustainability.
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