Egészséges Tapolca, Egészséges Gazdaság

Projekt azonosítószáma: HU11-0012-A1-2013

Project

Projektgazda: Tapolca Város Önkormányzata

Projekt partnerek:

  • Tapolca Kereskedelmi és Szolgáltató Kft.
  • Vállalkozók Területi Ipartestülete
  • Bakony és Balaton Térségi Turisztikai Nonprofit Kft.
  • Tapolca Környéki Önkormányzati Társulás
  • Lillehammer University College
  • Municipality of Lillehammer

Projekt teljes költsége: 851.983,51 EUR

Támogatás összege: 809.384 EUR

Projekt megvalósítás ideje: 2016.05.02-2017.04.30.

Summary of the project

Globalization in Europe poses challenges for local communities on how to develop their local economy and how to increase their productivity and competitiveness. Rural cities and regions, like the Balaton Uplands, with a less developed industry are in an especially difficult situation. However their natural values and traditions in producing local products (food, craft and other artisan products) offer an excellent breakthrough point for their regional development: identifying, motivating and promoting local products and producers, finding competitive responses to the growing demand from tourism and adapting to the continually changing market requirements. High quality diets and proper physical activity are the most critical determinants in human health and for quality of life in an ageing society. The promotion of healthy lifestyles with better diets and increased physical activity is of utmost importance for future public health, well-being and prosperity in Europe. Hence, European public health policies are focusing on healthy living and ageing, not only in the context of extending life-expectancy, but aiming to prevent and postpone the onset of diet-related diseases. “Healthy Tapolca, Healthy Economy” is implemented by two regions, represented by 5 Hungarian and 2 Norwegian partners. We strongly believe that both countries will benefit from this project, since both regions have similar socio-economic features (beautiful rural character, neighbouring national parks, lack of entrepreneurship) and both municipalities respond to these challenges similarly: building local economic development on health, organising health promotion activities for citizens from all generations and using coordination among municipalities as an efficient tool to tackle common challenges. These similarities are the basis for a long-term cooperation and mutual learning process on how to create public services that best help local residents and businesses and how to respond to growing societal needs. Cooperation between the two regions, although fresh, has been very intense. During project development, we have identified many similar actions linked to health promotion and regional branding and two good practices which Tapolca basin would like to adopt in Hungary: 1)Ungt Entreprenørskap is a locally run national project in Norway promoting entrepreneurship among secondary school children, 2)Lillehammer is running in cooperation with other municipalities–a business incubator centre. The project supports municipalities in the Tapolca basin to elaborate a strategic regional development plan building on health (Health Conscious Region). The Municipalities wish to be more responsive to local needs, to work more in partnership and to provide more pro-active support and services to local residents and businesses. The project gives the opportunity to focus their efforts on concrete actions. The strategic planning is supported by new experience from 1) pilot actions implemented, 2) bilateral learning processes, 3) enhanced institutional and human resources capacities and 4) cooperation within the Local Support Group. Pilot actions follow our understanding that economic development based on health should focus on 1)push measures: promote and coordinate existing local food producers, and on 2)pull measures: encourage citizens to be more health conscious and responsible for their future health, while also 3)broadening the scope of entrepreneurship in agro-production. Thus we implement 7 pilot actions, all of them with imminent outcomes as well as long term impact through training materials and guidelines, enhanced institutional capacities and organisational cooperation. Existing and potential agro-businesses and local food producers are the key target group besides municipal service providers. We involve them and cooperate with them in all pilot actions. The project aims to provide access for them to a widened market through the food market animation in Tapolca, experimenting with a more direct influx of their products into Institutional Catering services and supporting them in starting up and running a business through the Business Advisory Centre. We are focusing our actions on economic players in our regions with good reason. It is our strategy to ensure sustainability for our improved quality public services and the enhanced institutional capacity of our municipalities. In times of austerity even municipalities have to reflect on financial, political and institutional sustainability of their services. We intend to create a virtuous circle of regional economic development based on health through intense cooperation between local businesses and local public services. Our project, supporting patriotic local economic development based on local food supply coordination measures has the potential to become a best example for the coming programming period in CLLD (Community Led Local Development) mechanism.

Aim of the project

Please describe the overall objectives, specific goals and expected results of the project, with reference to the overall and programme specific objectives. How will the project contribute to enhanced capacity and quality of the services provided by local authorities? What public services will be developed as a result of the project and/or, how the project contributes to local economic development?

In line with the 5th Report on Economic, Social and Territorial Cohesion (2010) which states that “Regional disparities are inefficient, unfair and unsustainable” since they distort the employment markets, restrict equal access to services, and creates general problems of accessibility, and therefore territorial cohesion should help enable citizens and enterprises to make the most of the inherent features of the different territories wherever they happen to live, the project aims to tap on the available and underexploited regional values and resources to build a strong regional economic development in the Tapolca basin. In line with the 1st specific objective of the present call the project aims to enhance health driven regional economic development in the Tapolca Basin based on strengthened municipal coordination to support local entrepreneurship – including tourism and agro-businesses – in food production and to promote healthy living. Specific objectives The specific aim of the proposal is to elaborate the regional development programme of the Tapolca basin building upon the existing local health and sustainable specific values and resources, and to pilot some of the actions. Reaching enhanced institutional capacity of the participating municipalities is to be realised through the following actions: • Creating new coordinating institution and mechanisms for activating, positioning and promoting regional economic players, specifically targeting agro-businesses and local agricultural/food producers enhanced also by private-public coordination processes and measures • Enhancing health consciousness and personal responsibility for health and improving self-organising capacity of the local citizens for health activities focussing on men • Broaden the agro-business pool in the region by encouraging entrepreneurship through educational training activities and through enhanced municipal services for start up businesses with particular attention to women entrepreneurship • Testing identified Norwegian good practices and other operating models • Disseminating project results, developed models and methodologies on the national level Economic development based on health should focus not only on the promotion of health related businesses and health based tourism, but it should also encourage a more health-conscious and recipient local environment, it should pervade the whole society. The project aspires exactly for this: measures have to include push (to coordinate local food producers) and pull (to encourage citizens to be health conscious) measures. As a consequence the city is seeking to brand itself as a healthy and sustainable town, providing a healthy environment for its citizens. HEALTH is considered as the driving force of its local economic development through the following aspects: o healthy food production and consumption o healthy lifestyle, sports, recreation o tourism based on health resources (healing cave, cycling, walking) o healthy environment o greater personal responsibility of local residents for their future health Health consciousness is a determinant for both the demand and the supply side of the regional economy, which should be apparent in services provided both for the local citizens and for tourists.

Background analysis – challenges and needs

Please describe the present situation, and justify the need for the project. Please refer to linkage to strategic documents and legislation. Please present the existing institutional and organizational structures relevant for the project, and why they shall be developed / changed?.

Competitive and unique (place-based) regional economic development Globalization in Europe poses a challenge for local communities how to develop their local economy and increase their productivity and competitiveness. Rural cities and regions, like the Balaton Uplands, with a less developed industry are in especially difficult situation. However their natural value and traditions in producing local products (food, craft and other artisan products) offer an excellent breakthrough point for their economy: identifying local products and producers, finding competitive responses to the growing demand from tourism and adapting to the continually changing market requirements. Based on joint efforts and cooperation of different actors However, beyond identification of local products lays the more comprehensive task of motivation and promotion of these products, which needs the support and coordination of the local community: coordinating local supply chains, marketing, branding and quality management. Most municipalities share the idea of creating appropriate, enabling support mechanism to develop the local economy through the production of unique, labor-intensive local products, but do not have the necessary know-how for the coordination of local actors. Further obstacles are the lack of human capital, entrepreneurial capabilities and supporting infrastructure. On top of the initiatives already launched by cities, regions and NGOs to promote local economy; new, much more targeted approaches, innovative concepts, joint efforts and thus greater involvement of the public sector is needed to help promoting these initiatives. The project aims to jointly develop and test a methodology that builds on local producers and community to develop the local economy by producing traditional but marketable local products. Health context High quality diets and proper physical activity are the most critical determinants in human health and for quality of life in an ageing society. The promotion of healthy lifestyles with better diets and increased physical activity is of utmost importance for future public health, well-being and prosperity in Europe. Hence, European public health policies are focusing on healthy living and ageing, not only on increasing the chance of living for more years, but also preventing and postponing the onset of diet-related diseases. Policy context The project is well embedded in regional and local Strategic Documents and mutually supporting other relevant actions and projects in the region. The Balaton Region Comprehensive Development Plan 2007-2013 lays out eco-, wellness and thermal tourism as an important development potential for the Balaton region, especially for Tapolca which has great unexploited potentials in health based tourism. Resources such as a unique healing cave, untapped thermal sources, Tapolca could assume a coordinating role to become the service centre for the Tapolca Basin. Tapolca is strengthening its green profile along with the local economy: the Integrated City Development Strategy (ICDS, 2008) of Tapolca aims to increase quality of life by diversifying the city’s economy and creating jobs based on renewing traditional economic activities and culture. The Strategic Program for 2011-2014 emphasizes the importance of health-based economy and visions the renewal of the food market into a Marketplace for Local Products.

Target groups of the project

Please identify the target groups of the project, and describe their size and specific characteristics (education, age, user habits, etc. as relevant). Please describe, how the target groups will be involved and reached during implementation.

This proposal has been developed in response to issues raised through a wide range of consultation of local municipalities, agro-businesses and networks. Specifically, there are three direct/ principal target groups for this proposal: • Municipal administration staff/employees of municipal services, including kindergarten nurses and teachers in secondary schools. The actions are to create services which respond more effectively to local needs and to enhance the effectiveness of municipal services through cooperation among municipalities and with agro-businesses. Letters of Support have been provided from implementer service providers. TG size: 34 HU and 5 NO municipalities x 2 persons, involvement in LSG WP3.3.1; 20 admin staff within Tapolca Municipality for Business Advisor Centre (BAC) WP2.8; 20 teachers WP2.7, 20-30 nurses of kindergartens WP2.5; 20 for elderly man health animation WP2.6.TOTAL ca. 150 people • Present and future agro-businesses and local food producers. Joint actions, branding, joint marketing, access to a widened market within the food market and Institutional Catering Services, better services and support in starting up and running a business through the Business Advisor Centre. TG size: Push Measures: 60 producers within food market animation Work Package2.2; 50 in Institutional Catering Work Package2.4; 60-70 in branding WP2.3; Broadening measures: 80 students for Young Entrepreneurship WP2.7; 50 people advised in BAC WP2.8; involvement in LSG and other cooperation measures WP3.3. Letter of Support from The Institutional Catering Ltd. Total: 250 with possible overlaps • End users, citizens and tourists alike, with a special focus on men. Visiting markets, eating healthy food through the Institutional Catering Service, taking part in healthy lifestyle project activities, being more health conscious, having more confident in building up self-supporting health clubs and citizens clubs. TG size: Market customers 1000 WP2.2; Institutional Catering 2500 WP2.4; vegetable gardens in kindergarten: 80 children WP2.6; elderly men health animation: 300 WP2.7; Total ca. 2500 with possible overlaps Indirect target groups also have two sub-groups • On policy level. Municipalities, national and international players, policy makers, managers who are responsible for local/ regional economic development outside the project area: participation in workshops and final conferences, use of recommendations 3.4.2, training materials 3.5.3, methodologies and guidelines 4.2.1, 4.2.2, altogether about 250 decision makers • On user level. Municipalities, NGOs, agro-businesses beyond the geographical coverage of the present project. Participation in dissemination activities 4 workshops, launching and final conferences, use of materials (lifelong learning, methods, recommendations, etc) developed during the project: use of training and educational materials developed in 3.5, use of methodologies 4.2.3 and 4.2.4, altogether about 500 people

Presentation of the partnership

Please describe the relevance of the partnership, the project partners’ roles and responsibilities, their specific contribution to the project, scope and depth of cooperation, etc.

Municipalities in Tapolca basin and in Oppland county (with Lillehammer as admin centre) share similar regional conditions and the strategic goal to build their economic development on health/healthy environment and a more pro-active approach providing new services to agro-businesses. Thus cooperation among municipalities from these 2 regions will be mutually beneficial: similar actions to compare and identified good practices to adapt, participative actions and inter-sectoral cooperation in order to achieve tangible results. PPs will deliver project activities jointly by bringing together knowledge and experience gained through thematic projects implemented earlier. In the project each partner participates in the mutual transfer of knowledge and experience through partner meetings, study visits and peer reviewing, Hungarian partners will jointly work to set up LSG. Each PP contributes to external communication & dissemination of project results by using their respective network contacts. TM will be responsible to mainstream project results to national policies (Nat. Rural Dev. Strategy) CLLD mechanisms, institutions (www.nakvi.hu) and networks (Hungarian Nat. Rural Network). Tapolca Municipality is the project promoter and responsible for overall project coordination, involved in strategic planning (Health Conscious Region), pilot actions and creating training materials/guidelines. It is beneficiary of investment; enhances its capacities with 3 job positions, coordinates dissemination of guidelines, training materials and policy recommendations. Lillehammer Municipality started experimenting working in partnership. It will share its experience from Ungt Entreprenørskap: a Business Advisory Centre and another recent joint development – a grass route initiative – by 3 municipalities called Gudbrandsdalsmat, creating a ‘Lillehammer’ brand. In health promotion LM can share its school-based early intervention project and is eager to study outdoor gyms of TM. Comparing similar actions of health clubs will also be mutually beneficial. It provides quality control for project level outputs and supports pilot action implementation in Hungary. Close cooperation of all municipalities in the region is ensured through Tapolca Basin Local Government Association (TBLGA). Health Conscious Region will be a joint strategic document for TM and TBLGA. TBLGA facilitates pilot actions on its territory,resulting in enhanced public services in kindergartens and improved joint collaboration with agro-producers. Lillehammer University College, expert in lifelong learning, provides excellent training materials for pilot implementation and dissemination, especially for Entreprenørskap and the Business Advisory Centre. It also participates in 2 workshops. Bakony-Balaton TDM is the most experienced partner in marketing and brand creation; it is responsible for the AOC brand,leads benchmark analysis and coordinates project level communication activities. The development plan of the food market in Tapolca based on community planning will be the strategic document for Tapolca Ltd based on the food market animation pilot action. Its HR capacities are enhanced by the creation of a new position. Tapolca Association of Entrepreneurs acts as contact point towards agro-producers and other businesses in the region. It facilitates needs assessment of businesses for the Business Advisory Centre pilot and also facilitates cooperation of local businesses in other pilot actions.

Presentation of the professional content of the project

Please present the key measures and activities to be implemented in the framework of the project, especially linked to HR development, institutional capacity building and organizational development. Present their expected results and highlight any preconditions and linkages among these activities. Please refer to the major budget items when presenting the activities, and also ensure that activities indicated in the timeline are identifiable.

The 5 HU and 2 NO partners, representing the two partner regions are strongly committed to building their respective local economic development on health and have joined forces within “the Healthy Tapolca, Healthy Economy” project. 1. municipalities are supported in building health based regional economic development strategy through strategic planning of Health Conscious Region WP3.4.1 based on 1) situation analysis and benchmarking (WP1), 2) new experience from pilot actions, 3) bilateral learning processes and enhanced institutional capacities, 4) process based on partnership cooperation within Local Support Group (WP3.3). 2. Pilot actions follow our understanding that economic development based on health should focus both on 1) push measures: promote and coordinate existing local food producers, and on 2) pull measures: encourage citizens to be more health conscious and responsible for their future health, 3) while also broadening the scope of entrepreneurship in agro-production.Thus we intend to implement 7 pilot actions,all of them with both imminent outcomes and also with long term impact through developed training materials and guidelines,enhanced institutional capacities and organisational cooperation created. o Push1 (WP2.2,3.2.1,3.3.2) Food market animation+ 1 new position+investment+joint agreement for sustainability o Push2 (WP2.3,3.2.2.,3.3.3.) AOC controlled designation of origin system (+brand)+ 1/2 new position+coordination of farmers’ market managers WP3.3.3+input for WP4.2.1 o Push3 (WP2.4, 3.3.2) Local products in Institutional Catering+institutional capacity building through joint agreement with agro-producers+input for WP4.2.2 o Pull1 (WP2.5, 3.5.1) Model vegetable gardens in kindergartens+training material for nurses o Pull2 (WP2.6, 3.2.3) Healthy lifestyle animation for self-organised groups of elderly/men+ 1/2 new position +4.2.5 promotional materials o Broadening entrepreneurship1 (WP2.7) Young Entrepreneurship project in secondary schools adaptation of NO project +input for WP4.2.3 o Broadening entrepreneurship2 (WP2.8, 3.2.4, 3.5.2) Public Business Advisory Centre+ 1/2 new position+investment+training material for municipal staff We expect to involve and cooperate with agro-businesses in all pilots, from brand building to providing expert input in kindergartens and schools, to ensure strong cross-fertilisation between pilot actions 3. Bilateral learning and exchange of experiences, 11 HU & 11 NO people involved • 5 study visits 3 from HU to NO (Push1, Push2, Pull2),2 from NO to HU (Pull2, Broaden1) • 2 short work experience from HU to NO (brand manager in push2, business advisor in broaden2) • 6 bilateral meetings: kick-off conference, closing conference, 2 workshops (1st and 4th), 2 project meetings 4. Measures for policy making, dissemination and training materials are abuilding on and stemming from the 7 pilot actions • Recommendations on regulatory & administrative environment WP3.4.2 • 4 thematic workshops WP4.2 1)on push measures, 2)on cooperation 3)on health conscious local development 4)on promoting entrepreneurship; kick off/final conferences • online and web-based training materials developed by LUC WP3.5.3 • Guidelines and methodology on a) developing and managing AOC system WP4.2.1 b) promoting local producers in Institutional Catering WP4.2.2, c) Implementation of “Young Entrepreneurship” project in high-schools WP4.2.3 • Toolbox for new services to promote healthy lifestyles among men WP4.2.4