The ‘social heroes’ approach as a methodology for valorising the primary sector and promoting local products. A pilot study in Lanzarote, Canary Islands

Abstract

During a gastronomy workshop at the University of Las Palmas de Gran Canaria (ULPGC), marking the inauguration of the ‘HUB GastroFood ULPGC’, Mr. Andoni Luis Aduriz (of Mugaritz restaurant) shared with us that the “social heroes” approach is the most viable strategy to promote and strengthen the use of local products in regional gastronomy. Thank you, Andoni. We extend our gratitude to all the “social voices”, participants, and collaborators in this project. Special thanks to Iván Monreal, who was responsible for the wine pairings and characterization, and to Lía González Valderas, who handled the photographic work. The photographs that illustrate this article were taken by her. We also express our sincere appreciation to the Tías Town Hall, particularly the mayor and the council members who supported the initiative.

Cuisine and folklore are among the most ancient and deeply rooted cultural expressions of humanity. Sustainable and intelligent gastronomy, especially in times of crisis, serves as a driving force, creating a ripple effect that influences other socio-cultural and socio-economic sectors of a region. It brings numerous social and economic benefits, notably improving citizens' health and well-being while reinforcing territorial culture and food sovereignty. A recent pilot study conducted by the authors in Lanzarote (Canary Islands) during 2021-2022 explored the preservation of the island's intangible food heritage through innovative approaches. One aspect involved interviews with primary producers (including those in agriculture, livestock, and fishing) and restaurateurs and chefs who prioritize local products. A second approach focused on culinary traditions passed down through generations: (i) home cooking rooted in popular wisdom, (ii) culinary practices aboard artisanal fishing boats, and (iii) offerings from traditional restaurants. A third innovative element was the development of a seasonal calendar of local products to inform consumers and encourage the prioritization of fresh, local ingredients. Special attention was given to the role of participants as "social heroes", contributing to the preservation of their region's rich cultural heritage -both land and sea- and ultimately supporting the conservation of natural resources. These elements are understood as key to collective prosperity and sustainability, grounded in participants' responsibility and commitment to their actions. The initial hypothesis suggesting that the 'social heroes' approach in the Canary Islands might function as a valid methodology for valorising the primary sector and promoting local products is confirmed.