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.