On May 24, the annual festival of creative industries “Telling Stories” took place in Moscow. Professionals and young specialists in media, art, design, gastronomy, technology and education met at the Digital Business Space in city center. Leading experts of creative industries shared their personal experiences in the format of an open dialogue, talked about up-to-date practices and answered audience questions. The event programme included lectures, workshops, exhibitions and musical performances.
The ICWAG President Mr. Leonid Gelibterman visited the “Telling Stories Fest” at the invitation of the organisers and moderated the discussion “How to make flavour a brand?”. During the session the experts have discussed that today amid the significant influence of the world gastronomic fashion trends it is important to preserve personal identity which reflects the cultural code and historical background of our country. Russia's gastronomic map unites thousands of flavours of various dishes and drinks that need to be promoted within the country and especially abroad. The experts noted Mezen-style coffee, chicory, cranberries in sugar, sauerkraut, buckwheat with porcini mushrooms, shchi, Vologda butter, northern fish and crab.
The basis for promoting gastrobrands is a high-quality local product with a bright flavour and a unique historical reference. To scale it up, it is important to develop a long-term strategy, gather a community of like-minded people, establish a system of public-private partnership and actively implement creative special projects.
The list of speakers included:
– Anna ZHUKOVA,
President of the National Culinary Association of Russia;
– Victoria BREDIS,
Culinary expert of “Good Morning” programme on Channel One, member of the International Culinary Alliance;
– Anton BALYKLOV,
CEO and сo-founder of the brand “Lapochka”;
– Elena MYRTSEVA,
Director of the Autonomous Non-profit Organisation “North in the Heart”, expert of the group on implementation of the creative industries standard in the Arkhangelsk region, expert in the field of local cuisine and cultural branding;
– Sergey IVANOV,
Expert in Scandinavian and Nordic cuisine, marketing and PR director of the Moscow restaurant of Scandinavian cuisine MØS, speaker of Novikov School (Moscow), Institute of Gastronomy of the Siberian Federal University (Krasnoyarsk).
The “Telling Stories Fest” was created in 2018 by the Faculty of Creative Industries of the National Research University Higher School of Economics and is supported by the international competition platform DAFES.
The ICWAG President Mr. Leonid Gelibterman visited the “Telling Stories Fest” at the invitation of the organisers and moderated the discussion “How to make flavour a brand?”. During the session the experts have discussed that today amid the significant influence of the world gastronomic fashion trends it is important to preserve personal identity which reflects the cultural code and historical background of our country. Russia's gastronomic map unites thousands of flavours of various dishes and drinks that need to be promoted within the country and especially abroad. The experts noted Mezen-style coffee, chicory, cranberries in sugar, sauerkraut, buckwheat with porcini mushrooms, shchi, Vologda butter, northern fish and crab.
The basis for promoting gastrobrands is a high-quality local product with a bright flavour and a unique historical reference. To scale it up, it is important to develop a long-term strategy, gather a community of like-minded people, establish a system of public-private partnership and actively implement creative special projects.
The list of speakers included:
– Anna ZHUKOVA,
President of the National Culinary Association of Russia;
– Victoria BREDIS,
Culinary expert of “Good Morning” programme on Channel One, member of the International Culinary Alliance;
– Anton BALYKLOV,
CEO and сo-founder of the brand “Lapochka”;
– Elena MYRTSEVA,
Director of the Autonomous Non-profit Organisation “North in the Heart”, expert of the group on implementation of the creative industries standard in the Arkhangelsk region, expert in the field of local cuisine and cultural branding;
– Sergey IVANOV,
Expert in Scandinavian and Nordic cuisine, marketing and PR director of the Moscow restaurant of Scandinavian cuisine MØS, speaker of Novikov School (Moscow), Institute of Gastronomy of the Siberian Federal University (Krasnoyarsk).
The “Telling Stories Fest” was created in 2018 by the Faculty of Creative Industries of the National Research University Higher School of Economics and is supported by the international competition platform DAFES.
