In 2007, wanting to buy water at a small shop of French organic food store chain, led by local association, I couldn't do that. Great was my surprise at the explanation: "No one in this neighbourhood bottles water. To bring plain water from nearest enterprise here is madness." This idea was so far from Latvian reality, but yet so sensible, that a number of years old story serves as a vivid example of need to change the thinking also today. 

In 2008, when along with other associations of different production fields I took part in the meeting about the development of fishing industry and territorial approach to distribute the funding of the European fisheries fund, during the lunch break a lady exclaimed: "How can we talk about fishing, if there are no fish on the table?". Strange whim, I thought to myself, but now this example serves to illustrate the change we want and we have to start with ourselves, not forgetting to dare to speak about it.

The creation and functionality assurance of Local Identity Product support system is meant to promote economic activity (including entrepreneurship and employment), to build a sense of belonging to the territory for the local residents and entrepreneurs, as well as to create the identity of their own neighbourhood thereby taking care of its visibility. European Union through various funds and other support programs floats huge resources into various programs to solve the issues mentioned above. Latvia, facing an economic crisis, focused most of the programs on employment and entrepreneurship support. It's difficult to judge whether the funds invested, for example, into training has brought the planned work places or reduction of unemployment rate, especially in rural areas, however, macroeconomic indicators don't show that Latvian authorities, working to educate and consult citizens on the use of EU opportunities to create an entrepreneurship or obtain a work, have brought visible macroeconomic results. In the same time we are talking about millions invested into so-called "soft" activities or technical assistance and hundreds of hired experts, researchers and consultants.

Any product support system is related with provision of production, which in case of successful and effective action means national economy growth, where as a result may increase the  prosperity of nation. Largest and best-known financial supports in the European Union (EU) are subsidies, paid to farmers for food production. The initial goal for subsidies was to create freedom of choice for farmers to produce what they think is suitable for their farm and for sale on the market. Between EU farmers this support system has a sufficiently large support, not in vain, at least between Latvian farmers' organizations, discussing the future of the Common Agricultural Policy after 2013. year, the „subsidy amount" issue   is mentioned as a key factor in the agricultural sector for the base of economic stability. However, it seems that this support system is guided to food producers, without thinking about the food trade and consumers. Speculations on the correlation between the amount of subsidies and price of products in store yield to the criticism. Amount of direct payments to farmers affecting their ability to produce products for a cheaper price, however, in a circumstances of free economy solely market determines the final product, which means that the amount of subsidies not so much affects the competitiveness of food producers than the amount of profit, which either one or another states' farmers obtain from food production.

For Latvia and Eastern Europe, with which are understood post-socialist countries, 21st century characterizes by rapid economic growth, or with the need to grow for reaching society's demanded level of prosperity. Most of these countries including Latvia, which due to rapid economic growth were known as Baltic development „tiger",  as well were endowed with other flattering epithets,  did not pay attention to conformity to natural laws that growth brings not only the fruits for macro-economic indicators of economy and well-being, but also brings their own hitherto unknown problems. The situation was made dramatic by the fact that the state with growing attempted to solve problems which were caused by growth itself.

Inadequately rising real estate prices, rapidly increasing amount of money through the often lightly crediting businesses and citizens, attempts to make the production not effective, but rather mass, was the reason for the bankruptcy risk of the state. Also agricultural policy was focused on merging farms and industrializing agriculture, ignoring the objective of rural development - prosperous person in populated rural areas.

In time of general urbanization, when depopulation affects rural territories and direction of human migration is aimed at economically active points - cities and urban agglomerations; rural territories (in their broadest meaning) are looking for their place, role and fighting for survival.

People in the foreseeable future will need rural areas to obtain resources for food production. 21st century, when civilization globally experiencing food shortages and food supply issue is becoming increasingly problematic, importance of rural areas, where is possible food production, will increase, however, are people going to stay there for living?

The international co-operation platform, which was formed thanks to the project "Experience sharing and formation of the international platform in the field of regional products support", a project co-financed from the European Social Fund within the Operational Programme Human Resources and Employment (project No.: CZ.1.04/5.1.01/12.00120), confirms that motivation for the introduction of regional branding and its concepts have many similar features all over Europe but at the same time, there are a number of specific aspects that are connected with the different local conditions but not only with them. Mutual information exchange and inspiration can therefore contribute not only to development of specific projects but also to raising general awareness of the local production's potential and to searching for financial sources to support them.

Proceedings of the international conference: Branding and promotion of regional products - sharing of European experience

http://www.regional-products.eu/en/about-project/dokumenty/?file=arz-booklet-2011.pdf&do=download

This project has been funded with support from the European Commission. This publication  reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.