30 June 2021 - The EU-funded project entitled Queen of Oysters was presented today in Dubrovnik’s Hotel Lero. The project is focused on traditional Mali Ston shellfish farming on Peljesac Peninsula.
Project coordinators Andjela and Ksenija Matic of EventLab alongside the head of the project Vedran Kunica, presented the efforts to local tour guides today. Vedran Kunica is one of Pelješac oyster farmers and a secretary of Stonski Skoljkari – Association of Ston Shellfish Farmers.
Mali Ston Oysters recently received the European Union’s protected designation of origin and protected geographical indication. This is the only instance of such a designation for this specific type of oyster. The European flat oyster (Ostrea Edulis) has been cultivated in the Bay of Mali Ston for centuries. It is one of the most delicious oysters in the world. This is one of its very last natural habitats in Europe. Locals call it the Queen of Oysters. The intent now is to turn this delicacy into a local food brand. While Mali Ston oysters might be popular on a national level, globally they are still to receive the recognition they deserve. Most guests coming to the Dubrovnik area don’t realise they are going to be staying so close to the source of such wonderful seafood.
Project Goals
The Queen of Oysters project is complex and mainly focused on marketing and promotional efforts. It started in February this year and will last for a year. Through it a new visual identity of Mali Ston oysters is envisioned. It is simple and to the point.
One of the goals of the project is communicating the information on local oysters to various stakeholders and raising awareness and consumption of oysters locally. Special workshops with restaurant owners and local chefs are a part of the efforts as well. Restaurants play a key role in the sales of Mali Ston oysters.
Various events were in the organisers' plans as well, but due to COVID-related restrictions, not all are going to happen.
When it comes to promotional efforts, the project is going very strong. There are oyster posters on Dubrovnik Airport and on city buses. Mali Ston oysters are also a part of Croatia Airlines' in-flight magazine. You will be able to see some project posters on Jadrolinija ferries during the summer as well. Local restaurants received hemp fabric promotional aprons featuring the project logo. The response from them is overwhelmingly positive.
Brochures and booklets
Printed material is especially impressive. Three different booklets and flyers created through the project contain interesting information about the oysters as well and wonderful visuals. They represent a great way of raising awareness of Mali Ston oysters and the area in which they traditionally thrive. The small flyer is going to be in restaurants to inform the guests about Mali Ston Oysters. It will be at the airport as well. The design of the brochure is such as to give a bit more info on history, tradition, and oysters themselves. It also folds out into a lovely photograph. The booklet is serious informational material that contains thorough information on the oyster and the area.
It is clear this project is the long-awaited push to brand Mali Ston oyster a bit better. Sadly, this treasure of local cuisine has spent too much time in the shadows of some other local attractions.
The presentation went off successfully with plenty of questions and suggestions from the auditorium. Also, there were some interesting ideas about how to increase sales and there was much talk about the guests and their experiences.
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