On 12–13 December 2025, Batumi hosted the Local Product Forum “A Brand Rooted in Tradition and Nature”, a two-day event bringing together local residents, entrepreneurs, representatives of protected areas, local administration, NGOs and experts from Georgia and Poland. The Forum marked an important milestone in the long-term cooperation aimed at supporting sustainable local entrepreneurship in the Machakhela Valley, Adjara, Georgia.
The Forum was organized as the final, integrative event of the project “Protected Areas as an Opportunity for Local Entrepreneurship. Creating Equal Opportunities for Local Entrepreneurs through Community Support”, implemented with the support of the Polish development cooperation programme of the Ministry of Foreign Affairs of the Republic of Poland.
A platform for cooperation, not only promotion
The main objective of the Forum was not only to present project results, but above all to strengthen cooperation between local producers, service providers, protected area administrations and civil society actors. The event created space for exchange of experience, discussion of challenges and joint reflection on the future development of the local brand “Products from Machakhela”.
In Machakhela, a local brand is understood as a system of cooperation and quality, not merely a promotional label. It links economic activity with environmental responsibility, local identity and community engagement, while avoiding the pressure of mass tourism and overexploitation of natural resources.
Day 1 – Plenary sessions and presentation of results
The first day of the Forum took place in Batumi and was dedicated to plenary sessions, presentations and discussions. It opened with welcoming remarks and an overview of the international cooperation for the development of the Machakhela Valley, presented by representatives of the Black Sea Eco Academy and the Polish project partners. Speakers reflected on several years of joint work focused on combining nature conservation with local development.
A key part of the programme was devoted to Polish experiences in building and managing local brands in environmentally valuable areas. Experts from Poland presented practical examples showing how long-term cooperation, trust and partnership can translate into resilient local economies. Presentations covered topics such as creating authentic local brands, building standards, working with producers, and managing multi-sector partnerships.
Representatives of Georgian institutions and organizations complemented these perspectives by presenting tools and opportunities available in Georgia to support local producers and service providers. Speakers addressed issues such as rural tourism hospitality standards, quality systems, the socio-economic role of protected areas, and cooperation between park administrations and local communities.
First certificates of the “Products from Machakhela” brand
One of the most important moments of the Forum was the ceremony awarding the first certificates of the local brand “Products from Machakhela”. During the first edition, nine local producers and initiatives were officially recognised for developing their activities based on local resources, tradition and principles of nature protection.
The certification marked a symbolic and practical step in establishing the brand as a living system rooted in the Machakhela Valley and managed with the active involvement of local actors.
Day 2 – Field activities and practical workshops in the Machakhela Valley
The second day was held in the Machakhela Valley and focused on practical, field-based activities. It was designed for a smaller group of active participants, including members of the newly established Association for the Development of the Machakhela Valley, local leaders, producers and educators.
The programme included thematic workshops on:
- further development and governance of the local brand,
- future editions of certification and quality monitoring,
- education for sustainable development as a local product,
- strengthening cooperation between producers, educators and protected area administrations.
Field visits to certified members of the brand allowed participants to conduct on-site consultations, product reviews and individual advisory sessions. These visits provided an opportunity to discuss quality standards, promotion, environmental impact and alignment with the values of protected areas in a very practical way.
A new stage for local ownership and sustainability
During the Forum, the newly established Association for the Development of the Machakhela Valley was officially presented to a wider audience. In the coming years, the association is expected to play a key role in managing and developing the local brand, ensuring its continuity and strengthening local ownership of the process.
The Forum confirmed that Machakhela is a place where nature conservation and local entrepreneurship can develop together, based on cooperation, shared responsibility and respect for local identity.
Beyond the event
The Local Product Forum was not an isolated event, but part of a broader process that included study visits, expert exchanges, capacity-building activities and a small grants programme supporting 17 local initiatives. Together, these actions contributed to building competencies, confidence and networks necessary for long-term, community-based development in the Machakhela Valley.
The Forum demonstrated that a locally managed brand, rooted in nature and tradition, can become a powerful tool for sustainable development – when it is built together with the community and for the community.
🌱 The project „Protected Areas – opportunity for entrepreneurship. Creating equalopportunities for local entrepreneurs through supporting communities” has being implemented by the Black Sea Eco-Academy (BSEA) in cooperation with the Foundation for Sustainable Development (FER), the administrations of the Mtirala and Machakhela National Parks, and the Machakhela Protected Landscape, co-financed under the Polish development cooperation of the Ministry of Foreign Affairs of the Republic of Poland.
