Culture Axis
Olive groves and olive oil are more than just agricultural heritage. They are a cultural heritage that urgently needs to be preserved and promoted.
The "Azeite a Norte®" project is already conceived as a Place Branding strategy that uses olive oil as the unifying narrative axis ("One Place, One Story") to transform the fragmented perception of the region.
Cultural sustainability is already a recognized pillar, which includes "Local activities with integrated experiences" and "Disseminating content".
But what do you propose to develop?
Olive Oil from the North: A Centenary Olive Tree!
Imagine the "Azeite a Norte" project as a centuries-old olive tree:
Olive tourism is the fruit (the economic and touristic value that is harvested);
Place branding is the trunk (the strong and unifying identity);
and the Culture axis represents the deep roots (the history, memory, and heritage that provide authenticity, resilience, and sustainability so that the tree continues to bear fruit for many generations).
Cultural Axes in Development
Visit the Living Archive Galleries
The Digital Archive of Olive Growing Memories is an audiovisual collection campaign (filmed interviews, sound recordings, photographs, etc.) of memories, know-how (pruning, harvesting, old mills), work songs, and traditional recipes among the oldest olive growers ("Guardians of Knowledge").
With the QR codes in the locations, you will also be able to see or hear these precious memories found in the galleries of memory.
