IDS 2236 - From Garden to Table

Credits: 4
Central Europe’s unique food and beverage offerings are experiencing renewed interest as both increasingly discerning locals and rising numbers of visitors seek out one-of-a-kind products and experiences. They have risen partly in reaction to globalization, which not only failed to extinguish the flames of local produce but also made it stronger. On first glance it may appear that global chains and brands have come to
dominate the Central European landscape, but on closer inspection local heroes are continuing to appear and thrive. We will examine the global-local dichotomy currently going in the region. A special focus on this course on discovery will be placed on ‘Hungaricums’ - products that are uniquely Hungarian, some of which are establishing a presence on foreign markets and emerging as ‘glocal heroes’ Accordingly, various agricultural and gastronomic businesses from the raw material acquisition phase through production to the subsequent sales and marketing strategies will be examined. This will also extend to the challenge of how to
balance the needs of domestic customers while also seeking presence on prestigious and lucrative foreign markets.
Offered at Budapest campus.