Rhon Biosphere Learning Journey

Presented by

Ian Tunaley, VisitScotland

&

Sarah-Jane Allsopp, Castle Douglas Development Forum

Visit Objective:

An opportunity to visit a Biosphere in Germany that has been one of the leaders in using the UNESCO Biosphere designation to promote local products and services.

- learn more about what worked and what didn't work in the development and management of their brand “Dachmarke Rhön“

- learn about how they have used the UNESCO Biosphere designation to brand and promote the region and its local products and services.

Rhon Biosphere Learning Journey

25th to the 27th of November 2019

Founded 19911800 sq km200k people

5300 sq km95k people

Some very significant similarities in both features and challenges:- Geographic- Social issues and diversity- Recreational Activities incl Dark Sky Park- Business Maturity- Industry profile i.e. major reliance on agriculture and

tourism- Pressure for intensification of dairy farming and ‘cheap’

food production which does not have ‘sustainable’ origins

Examples of business diversification in the Rhon Biosphere:

Rhon Biosphere Learning Journey

Weckbach Farm: meat/food/drink plus wide variety of animals for tourists to see.

Pax-Braeu Brewery: malt/barley all produced within the Biosphere (80% of hops)

Examples of business diversification in the Rhon Biosphere contd:

Rhon Biosphere Learning Journey

Biohof Gensler: deli/food/bakery/glamping- Focus on high quality sustainable produce- Collaborative approach- ‘Not all about Profit’- owner believes in working

collaboratively and fairly with other businesses ‘BIOS-FAIR’

Pax-Braeu Brewery: malt/barley all produced within the Biosphere (80% of hops)

Hotel Krenzers Rhon: hotel and producer of wine and sherry (visitor attraction) - Apples and Pears – 1/3 from own orchard and 2/3 from

within 20km of the Biosphere.- Uses old whiskey casks

Rhon Biosphere Learning Journey

Quality Seal/Brand:- Rhon Biosphere has developed its own brand/quality seal called ‘Dachmarke Rhon’. - The objective of this is to:

- Help distinguish premium products from the region- Promote sustainable business models- Preserve the cultural landscape of the Rhon Biosphere Reserve- Secure jobs and keep people and expertise in the region

- Initially established by producers with no focus on tourism businesses - 300 ‘Partners’ of which approx. 50 are very proactive- Since 2017 looking at working with tourism businesses i.e. hotels and restaurants.- Producers must also meet strict industry-specific criteria for regionality, special quality and sound environmental management.- Quality Assurance checks are undertaken and, whilst being largely paper based, they also annually select 30% of gastronomy businesses for random spot checks at their premises.

Rhon Biosphere Learning Journey

EDEKA Supermarket- 70% of branded Biosphere produce is sold to visitors both in the shops and at farmers markets in the larger cities i.e. Frankfurt- Having dedicated stand in the supermarket has increased sales by 25%

Rhon Biosphere Learning JourneyLarge Producers are encouraged to set the example and encourage others to participate

Rhon Sprudel – Water Bottling Plant (300m bottles a year)- Owns significant areas of land along with the springs where the water is extracted

- Land is leased back to farmers at no cost on the condition that they do not use fertilisers and pesticides- Vast majority of bottles used are glass and are recycled up to 80 times each.- Collaborate with other water bottling companies to use same design/size of bottles which will then fit the machinery in all factories and can recycle each other’s bottles- Biosphere is clearly promoted on lorries and at the door of the factory

Rhon Biosphere Learning JourneyHospitality Businesses i.e. Restaurants Hotels and B&B’s

- The silver thistle is a voluntary additional certification

- Recognises the increased use of regional produce in the

kitchen and cellar as well as offering typical regional dishes.

- 1* - 35% 2* - 45% 3* - 65% of produce on the menu

to be sourced from within the regions that comprise the

Biosphere.

- Businesses are encouraged to display a ‘Provenance

Statement’

Rhon Biosphere Learning Journey

Feedback from the businesses visited:

- Hotels and Restaurant’s we visited see clear benefit in the Biosphere brand when marketing.

- Producers find the quality seal is trusted significantly by consumers and particularly in larger cities, where it is in much demand

- Even large businesses i.e. Rhon Sprudel successfully use the provenance of the biosphere as their USP

- Local/regional supermarkets benefit from clear promotion of these regional products

- Each village in the Biosphere has a clear ‘Brown’ sign on entering to highlight it is in the Biosphere

Rhon Biosphere Learning Journey

What can GSAB learn from Rhon?

- Businesses are incredibly proud of Biosphere status

- The branding is woven into the fabric of their business model

- A premium market exists for Biosphere branded products

- Sustainability can provide a boost in profits

- A strong Biosphere group has a powerful voice in shaping the future of the area

Rhon Biosphere Learning Journey

What can Rhon learn from GSAB?

- After 30 years the focus of the Dachmarke is still very narrow

- Arts, Crafts and tourism businesses are not catered for

- Focus is very much on domestic tourism. Accessibilty of Rhon makes it a prime location for international tourism

- Dark Sky park is still very new and underutilised

Rhon Biosphere Learning Journey

Opportunities for GSAB and local businesses

- Start to sweat the asset!

- Encourage others to become involved

- Collaborate with other businesses

- Wildlife, culture, heritage and history: GSAB is bursting with all of these so tell everyone in your website, leaflet, social media!

- Create added value by telling the story of your business

Rhon Biosphere Learning Journey