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Datenbank der Projekte zur ländlichen Entwicklung

Promoting 'Uma Mekk' - Own Taste


A LEADER group partnered with small-scale entrepreneurs and local government in mapping food producers, training on quality production and improving promotions and marketing in the southern Estonian county of Voru.



Voru County in southern Estonia is sparsely populated with limited employment opportunities - but with quality food producers. Local entrepreneurs, government and the local LEADER group came together to figure out how to unlock the potential of the food sector in the area.


The partners in this initiative wanted to improve the recognition and performance of the local county food enterprises. Specifically, they planned a series of activities and services that would boost the quality, profile and promotion of local food.

Main activities

Information, training for improved know-how and well-targeted promotions were the key tools used in this EAFRD-funded project. Mapping of food producers was done in parallel with seminars and workshops on improving food quality and developing new ideas for using the ample raw material available. Promotional material created includes brochures and leaflets on Voru food. Use of the quality food mark Uma Mekk (Own Taste) was disseminated to interested individuals and groups.

Results & Benefits

More than 50 food business took part in over 100 learning and awareness raising situations. Local food and food producers now have greater recognition among inhabitants and visitors. An added benefit is the improved networking and common marketing taking place between entrepreneurs which is increasing sales and reducing costs. New projects for food promotion are already in the pipeline. Greater optimism is also opening up more opportunities for employment of local people, especially youth.

Lessons learnt

Research and mapping of food producers was done in parallel with the roll-out of training and information sessions for entrepreneurs. The project team believes this was a good approach as the information gathered was right up to date for use by the various partners and actors.

Project location and other information

Uma Mekk project, c/- LAG Vorumaa Partnership Assembly, 12-130 St. George, 65605 Võru, Estonia



RDP Territory


Total project cost (€)

18 298

EAFRD contribution (€)

11 327

National contribution (€)

2 831

Private contribution (€)

4 140

Contact name

Ave Tamra


00 372 50 287 83

Languages for contact


At a glance



Final beneficiary type

Individual farmers, Non-farm or non-forest entreprises

Budget range

< €20 000

Start date:


End Date:


Theme / Measure:

• Implementing the LEADER Approach
• Implementing local development strategies
• 411. Competitiveness


Added-value, Leader, Local food, Employment, Marketing

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