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The synergy between food and agri-food suppliers, and the restaurant sector in the World Heritage City of Córdoba (Spain)

The synergy between food and agri-food suppliers, and the restaurant sector in the World Heritage... The tourist‑ catering subsector plays an important role in the consolidation and attraction of tourism products and services offered. This research aims to ascertain the importance of synergies, and proactive collaborative and co ‑ operational relations between agri‑food suppliers and the restaurants. This is a qualitative, exploratory and descrip ‑ tive methodology, data source triangulation, information processing using NVIVO12 software. This study identifying that the city of Córdoba offers a variety of gastronomic products and services, and that the supply sector is semi‑ structured and still in need of improvements of quality, safety and having a wider commercial network. Despite the COVID‑19 pandemic, suppliers have reinvented themselves and created new market opportunities to benefit from rapid growth in some sectors; furthermore, they are in a position to offer restaurants a competitive advantage in post ‑ pandemic recovery. Keywords: Local food product, Traditional food, Sustainable food, Gastronomy tourism, Food tourism, Food heritage, Food and culture, Food supplier, Catering sector, Hospitality supply chain Introduction and unique characteristics, associated with various cul- For many tourist destinations, local gastronomy and tural elements present in this process that are part of an tourist catering services have become a strategic factor to identity recognition, which can give it value and become providing visitors with a positive experience that is often a precious attraction for the tourist cultural activity [7, distinctive and strongly linked to a geographical identity 75, 94]. In this way, valuing intangible characteristics of [35, 52]. Thus, themes rooted in distinctive terroir char - the territory, such as traditions, stories, memories, tech- acteristics are being especially proposed in gastronomy niques, habits that are sharing the authenticity of the tourism initiatives at this time of reorganization of activ- agri-food technique and cuisine, highlighting the socio- ity after 2020 will belong to the local [8, 34, 75]. cultural appreciation of the resources of rural territories The food culture of an ethnic group is influenced by the perceived as a set of material and immaterial elements beliefs, behaviours, religions, values and social norms of linked to production and the agricultural environment the community that come from the accumulation of local inserted in the perception of a collective territorial herit- culture, a legacy of authenticity from the previous gen- age [15, 89]. eration [82]. Thus, traditional cuisine gives it individual Food has its intrinsic value and its ethical and sym- bolic values that are translated through taste [71]. u Th s, tourists perceive, in effect, the restaurant subsector as *Correspondence: cameneguel@gmail.com 1 an important attribute of the destination. Therefore, Department of Tourism, Federal Institute of Education, Science and Technology of São Paulo ‑ Campus Cubatão, Rua Maria Cristina 50, the quality of the gastronomy and service, along with Cubatão, São Paulo 11533‑160, Brazil the physical surroundings, can all produce a profound Full list of author information is available at the end of the article © The Author(s) 2022. Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http:// creat iveco mmons. org/ licen ses/ by/4. 0/. Meneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 2 of 13 sensory and cultural experience of significant impact and 50% in social security payments, and the renegotiation of level of satisfaction, whose several case studies have dem- commercial rents. Despite these measures, the sector still onstrated, as in New Zeland [5], Ireland [22, 23], India faces numerous challenges before it becomes sustainable [4], China [15], Italy [28], Colombia [84] and Indonesia once more. [59]. Córdoba has high-quality gastronomic products and For these reasons, the past twenty years have seen services, a strong local identity and historic-cultural tra- tourist catering, as part of the larger hotel and catering dition, which includes Roman, Arab, Jewish, Christian industry, become the focus of an increasing amount of and Latin-American elements; all of these in turn are fur- scientific research [21],however, few empirical studies ther mixed with the innovative elements of avant-garde have been carried out in this regard [85]. In any case, the cuisine, attributes on ethnic food identity formation [46]. restaurant subsector is contributing significantly to the The city has improved its national and international posi - economic development of many destinations and to the tion as a destination for city breaks and cultural tourism increase in employment—given that it is a very labour- [65, 66] and this cannot be understood without referring intensive subsector—to territorial revitalization and the to the high quality of the city’s restaurants. strengthening of the brand image of tourist destinations, Therefore, this study aims to understand the synergy favouring, likewise, the valorisation, enjoyment and rec- between food and agri-food suppliers, and the restaurant ognition of native gastronomy and agri-food products, sector in the World Heritage City of Córdoba (Spain). We culinary recipes and traditional dishes that also make have identified prior research into how relations between up the hallmarks of cultural and heritage identity of the food suppliers and/or agri-food producers and the res- territories. taurants are viewed. However, the focus of these studies Gastronomy and the tourist-catering subsector in is on the experience of chefs, or restaurant management, the province of Córdoba play an important role in the rather than on the relations between supplier and pur- region’s economic and sociocultural development. The chaser, which is the focus of this study [50, 74, 86–88, 92]. city’s unique cultural melting pot has been the subject of Corroborating with Chopra and Meindl [17], who have study in numerous areas: segmentation of food market shown that a more holistic and integrated perspective is visitors [79], artificial neural networks [71], general char - called for, one that takes into account intangible aspects acteristics and trends [72], defining the tourism catering related to the flow of information, communication, inte - service [29], Designations of Origin [43, 65, 66, 68, 69]; gration and synergy between suppliers and purchasers the rights of users and obligations of companies [30],wine (restaurants), among other analytical variables. tourism [40, 103], tourist satisfaction levels [80]; tradi- Despite the evidently attractive nature of the subject, tional gastronomy [41]; the nutritional value of tradi- this is the first study into the aforementioned synergies, tional dishes [73], a gastronomic tourism observatory and their implications for business management in the [38], olive oil tourism [64, 99]; restaurant client profile city’s restaurant sector. Thus, this innovative research [37, 39], gastronomy tourism motivations [6, 57], agri- is an initiative of theoretical and empirical contribution food products in gourmet shops [42]; gastronomic routes that, through its results, presents a significant diagnosis [48, 67]; industrial gastronomic tourism [63, 100, 101] and the importance of the positive synergies and proac- and gastronomic tourism versus culinary tourism [101, tive relations between those who play a role in local tour- 102]. ism, and in the efficient operation of the tourist value Since the end of the global economic crisis of 2008– chain. 2012, there has been a boom in tourism in Córdoba, con- sistently ranking among the 15 most competitive Spanish Conceptualizing the research city destinations [98]. But, since March 2020, Córdoba Andalusia is the second largest of the country’s 17 has been profoundly affected by the suspension of tourist Autonomous Regions, and one of the most important activity decreed by the Spanish government in response and competitive of Spain’s tourist destinations, with tour- to the coronavirus SARS-COV2 (COVID-19) pandemic. ism accounting for 12.5% of the region’s GDP, and around The situation has worsened in the second quarter, as the 12% of its employment [24, 95]. tourist high-season coincides with the all but total clo- Córdoba is also one of Andalusia’s eight provinces. It sure of hotels and restaurants. Estimates put losses at has a wide range of territorial and landscape resources, over €65 million, and a fall of over 80% in visitors. Such which has led to very varied agricultural production, statistics led the Spanish government to implement a with a great diversity of high-quality agri-food produce, packet of measures aimed at minimizing the economic and numerous, complementary tourist products. These impact of COVID-19 and helping to maintain the tour- regional quality certificates result in important social ist sector afloat through credit lines, loans, reductions of and economic benefits that aid in promoting rural M eneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 3 of 13 areas, as well as providing extra income and support to In addition to the city’s vast historical, architectural combat unfair competition, while at the same time rais- and cultural heritage, tourists are also highly satisfied ing restaurant clients’ awareness of this problem [97]. with Cordoban gastronomy. Ranging from traditional These official designations boost the gastronomic tour - taverns in the courtyards of typical Andalusian houses to ism sector around specific food produce and recipes tourist restaurants offering Mediterranean food, it also [22], to such an extent that governments and diverse includes more creative. Furthermore, the city has 14 res- institutions recognize the value of gastronomy as a taurants with some kind of Michelin recognition [31]. In seal of local authenticity and identity, thus protecting 2014, the city was recognized as Ibero-American Gastro- the products, promoting ecological awareness and the nomic Capital, an award that recognizes the quality of its healthy and sustainable use of agri-food products, and food heritage [3]. stimulating inter-culturalism [10, 59, 83]. The Spanish agri-food sector receives great support The tastes of Córdoba are intrinsically linked to a from public–private sector actions that help business number of ingredients that are expressly recognized development. The Government of Spain, through its by Designations of Origin. These certificates not only Ministry of Agriculture, Fisheries, and Food (2020), has guarantee the quality of the ingredients, but also serve launched an institutional publicity campaign using the to certify the quality and branding of those restaurants hashtags #Explora, #Saborea, #Disfruta, #Comparte los that use them, as well as the tourist imaginary of a cul- Alimentos de España [70]. The campaign promotes and tural and gastronomic destination [15, 93]. recognizes the quality and variety of Spanish food pro- This should always be borne in mind in a city such as duce, as well as the diversity of agri-food cultures around Córdoba, where the service sector, which includes tour- the country, and links gastronomy to the image of Spain ism and catering, is the most important single sector in in a number of contexts, like the fine work of chefs and the city’s economy [76]. However, the destination still restaurants and tourism. has to face the challenge of offering new tourist prod - ucts and experiences that should solve some of the Agri‑food suppliers city’s structural problems, including short average stays Management of the agri-food supply chain involves a in the city, and a strongly seasonal demand; as men- large number of agents at all stages from the very earth tioned, a further challenge is now the recuperation of the product comes from, through the production system, tourism in the post-COVID-19 era. the processing, transformation, and its distribution, sale, Córdoba is one of the cities that best represents the to its inclusion in the dishes offered by restaurants [9, 11, idea of cultural tourism in Spain. While it is home to 90], without forgetting the inverse processes that seek to key heritage that can be visited, such as the UNESCO ensure the sustainability, quality and competitiveness of declared World Heritage Sites (Mosque-Cathedral said agri-food production [27], aim to ensure sustainabil- 1984, Historic City Centre 1994, The Festival of Cordo - ity, quality and productivity of agri-food production [32]. ban Patios 2012, Medina Azahara archaeological com- Among these implications, the Globally Important plex 2018), and also benefits from other, wider-ranging Agricultural Heritage Systems–GIAHS, understand that recognitions, such as that of Flamenco 2010, and the food security and biodiversity conservation are funda- Mediterranean Diet 2013, these are insufficient to solve mental and closely interconnected challenges to which the problems of structure and economic sustainability traditional and sustainable agri-food production sys- in the city’s tourism. tems, evolving system of human communities that accu- Taking this as a starting point, and with the clear need mulation of experience over generations, in an intricate to extend and enrich the city’s supply of tourism prod- relationship with their territory, cultural, agricultural ucts and services, gastronomy and restaurants of great landscape or biophysical environment [25]. gastronomic interest can play a role in opening new Therefore, the opportunities and challenges that the opportunities and perspectives, thus improving competi- agri-food and restaurant sectors face should be consid- tiveness and aiding the city’s overall economy [15, 62]. In ered in relation to the socio-economic, environmen- Córdoba’s case, it is the city’s culture that attracts a clear tal, cultural, tourism and nutritional impacts that result majority of visitors, although the second reason is its gas- from the processes and synergies, which can be more or tronomy [6, 58]. One of the main strengths of Córdoba’s less unequal or functional, existing between the various gastronomy is the quality of its typical, traditional dishes phases of production and commercialization [2]. All of [72]. Such motivations efficiently contribute to making these phases require prior planning to ensure the prod- tourists’ experience more profound and identity-linked, uct’s organoleptic quality, freshness, naturalness and con- increasing their knowledge of the city and the likelihood, servation as a perishable good at until final consumption they will return. [33]. Meneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 4 of 13 Restaurants of a certain gastronomic quality and more our territorial environment of residence, both of a socio- oriented towards tourists should understand that the economic and socio-political nature, in addition to the final process of marketing and sales is an important oper - inertia of globalization [26]. ational activity that is a key factor in their success [51]. The recent change in food-connected behaviour and This process should be addressed via a well-defined strat - habits is related to an increasing interest in the certified egy of competitiveness and sustainability that produces quality and geographical origin of agri-food, as well as benefit, increases profitability and achieves the client’s in the differentiating agro-ecological and geographical satisfaction and loyalty [84, 88]. criteria used in their production and elaboration. These A greater integration and positive synergies between changes are taking place in a context in which tourist the external resources offered by suppliers and the inter - restaurants need to reinvent and position themselves as nal resources of restaurants who seek competitive posi- one leisure experience among many others [54]. Current tioning [49, 104], such fundamental integration is based needs for new groups who are increasingly well organ- on achieving mutual commercial goals [33]. A number of ized and closely linked to the local producers themselves studies [32, 81, 104] have shown that this functional inte- [13]. gration with suppliers strengthens and intensifies restau - The local product, understood as belonging to a defined rants’ sustainable management. geographical region, with specific territorial qualities that A restaurant management precisely demonstrated the condition the natural characteristics of its agri-food pro- profits such establishments make through the integra - duction, is also the result of a specific historical-cultural tion of local suppliers’ resources, and the maintenance of environment where techniques, knowledge, cultural fluid relations, benefitting the local economy, promoting experiences, traditions and have had an impact on the the possibility of purchasing smaller quantities of fresher, socio-economic development of the area and its con- safer, higher quality produce, as well as ensuring the sat- nection with the local community [15, 54, 87]. This local isfaction of the client and their level of trust and knowl- product should be seen as another expression of cultural edge regarding the origin of the food they consume, and capital that promotes social and economic benefits in how it is processed and produced [45, 81]. There is also a rural or peri-urban areas [55, 94], its sensory and sym- notable improvement in the management of the business bolic dimensions are also capable of creating a tourist itself, as well as in the favourable inter-relations between attraction [15, 56]. all those involved in the tourism and agri-food value In turn, urban tourist catering can contribute to an chain [106], and final market competitiveness [2], lead - increase in the demand for locally certified produce, and ing to greater cost reduction, minimizing logistic chain the sustainability of agriculture, rural areas and food sys- failures [18, 50] and identifying coming changes to supply tems in general. The catering sector must commit itself chain trends [45]. to improving its food-system related attitude and opera- Murphy and Smith [74] also recognized the importance tions at all levels, as well as taking an explicit stand on of building fluid relations with restaurant suppliers as a the burning issues of our time, such as waste reduction, way of understanding the flow of gastronomic goods and improvements in nutrition, food quality and safety and services and obtaining first-hand information regard - overall sustainability [26]. ing the demand for new dishes and menus, culinary Fortunately, the trend by restaurants towards a greater and technological novelties or solutions to operational use of local food produce is increasing [36]. This is in problems [32]. Mistakes made by suppliers in product line with ever-greater numbers of tourists eating in choice and distribution may directly or indirectly affect socio-environmentally responsible restaurants that pro- the operational management of catering companies [16], vide a more personal touch and guarantee better nutri- thus the exchange of information and lessons learnt can tional and sensory quality, experiences, price-quality prevent negative inertia in business management. ratio, accessibility and food safety [51]. The place where agri-food raw material originates and is prepared could Local agri‑food products and their integration become an important competitive advantage for catering in the gastronomic offer of restaurants business organizations and agents as they increasingly For a long time, gastronomy, modern cuisine, and espe- try to influence consumers to value products and brands cially new fast-food trends have become disconnected with geographical indications [1, 13]. from local agri-food produce and its roots [82]. This Restaurants themselves are responsible for promot- disconnection has also occurred with respect to our ter- ing local agri-food produce, and its distinctive quality, ritorial cultures, what "we really are" and our origins to through direct communication and experience with their the extent that we buy and taste food that is increasingly clients [15, 47, 55]. One function of the menu is to trans- influenced and mediated by circumstances external to mit the restaurant’s image and identify traits, as if it were M eneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 5 of 13 a letter of introduction [53, 77]. This aims to cause an on their knowledge of the sector, notable position in the individual sensorial perception in clients and influence commercial and supply network, and/or the recogni- their experience [105], as well as make the restaurant’s tion awarded to their professional work in catering and socio-environmental responsibility clear [51], provid- gastronomy. Of these, 17 accepted. Participants were ing food biodiversity includes both locally cultivated and emailed and completed a semi-structured self-admin- wild food species [78], provision with important benefits istered questionnaire of 16 open and closed questions in terms of production, image, perceived service quality in the case of restaurants, while suppliers answered 20 and increased sales [53]. questions. Table  1 shows the subject blocks, as well as That said it is clear that an effective inter-relation and the corresponding items and indicators. collaboration between all those involved in the chain of Six suppliers took part in the study. This figure is both production and sale of local agri-food may significantly significant and sufficient, as we have discovered that increase the potential of small businesses in the catering the food supply chain in Córdoba is very horizontal, sector to contribute to territorial development through a with very few suppliers supplying the vast majority of strengthening of commercial transactions between sup- tourist-oriented restaurants. Some 50% of the suppli- pliers and restaurants. ers interviewed supply over a hundred establishments in Córdoba; 16.67% supply between 41 and 60 estab- Research methods lishments and 33.33% supply 20 establishments. This This research examines the opinions and perceptions of indicates that the suppliers have a clearly advantageous suppliers, chefs and restaurant managers regarding their commercial position when dealing with the city’s res- inter-relations and the commercial and professional taurants. Eleven participants completed the question- dynamics in the local food produce sector. The study naire designed for chefs and restaurant managers, and has employed a qualitative methodology with the aim of theoretical saturation was used as the criterion for better understanding this phenomenon through the per- determining the final sample [91]. ceptions, meanings, and attitudes explained by the indi- With the questionnaire, we adopted one of the most viduals or groups involved, and thus infer its interpretive common primary-data collection methods, which is and theoretical structure [61]. often used in qualitative studies. As noted by Denzin Most studies of restaurants and gastronomy tourism and Lincoln [20], such data are more useful when sup- have focused on analysing demand (tourist-consumers) ported and justified by qualitative information, we thus and supply (chefs and restaurant managers), and have deemed it necessary to contact the restaurant and sup- paid very little attention to other agents, such as suppli- ply professionals, as they were those best placed to pro- ers, who also play an important role in the sector’s value vide first-hand opinions on what may prove decisive in chain. A total of 25 people were initially selected based Table 1 Questionnaire and qualitative research indicators Main subject blocks (Suppliers) Indicators Agri‑food produce supplied to restaurants Local origin, production types, artisanal/traditional qualities, material and immaterial values Product quality certificates or awards Designations of origin, geographical indicators, etc Restaurants supplied Commercial types and orientation, consumption of local, certified produce, level of gastronomic skill Opinions on their current commercial attitude Sales’ volume, potentialities and demand for local products, future perspectives, professional and personal relations with restaurants, degree of collaboration Type of restaurant demand of agri‑food products Products, inclusion in menus, seasonality of sales and produce etc Main subject blocks (Restaurants) Indicators Agri‑food produce used Origin, types, qualities, quality certificates or awards, singularities and characteristics, influence of demand on choice Suppliers normally used Types, business structure, wholesaler, retailer, commercial and professional relations, degree of collaboration Menus and dishes Quality and variety, characteristics, inclusion of traditional products and recipes, prices, behaviour of demand in consumption, type of cuisine, material and immaterial values Commercial activity Current volume and perspectives, incidence in local development of gastronomic tourism. Dif‑ ficulties and problem Source: Authors’ own data Meneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 6 of 13 providing gastronomic products and services that sat- A total of 37.5% of the agri-food suppliers to the city isfy the tourist. is catering establishments offered Designation of Origin Triangulation was used for data analysis, contrasting certified produce. Of these, 25% were products derived a range of information sources, opinions, and focuses from Iberian pork, and 12.5% wines; ham and wine are to ensure the overall reliability of the study [60]. Data strongly rooted products in the food culture and herit- sources came from the questionnaires distributed, infor- age of local Cordoban districts. The remaining suppliers mation gathered from menus, the restaurants’ official (25%) provided cheese and meats, and 12.5% were eco- websites and digital marketing. This technique has per - logically produced local fruit and vegetables, and dairy mitted a more concise, complete analysis of the data, products, all in similar proportions. which are more consistently ordered and systemized [60] According to the chefs and restaurant managers, the through the choice of an unintentional convenience sam- criteria used when choosing suppliers were: (1) hav- ple of those respondents. ing P.D.O. certified 19.44%); (2) having traditionally Each of the questionnaires was read in full, and infor- processed raw material originating in the Córdoba area mation extracted and noted throughout, as well as notes (16.67%); (3) speedy and functional delivery (16.67%); (4) made on reflection as the reading process continued. The the supplier’s head offices being located in Córdoba prov - quantitative data collected were tabulated and represent- ince (13.89%); (5) the availability of products that other ative graphics were generated using the MsExcel and the suppliers lacked (11.12%); and (6) that suppliers had qualitative data were treated using NVIVO12 software food quality, commercial, or environmental certificates for data coding and descriptive analysis. Once data were (8.33%). It should be highlighted that 40% of the restau- compiled, the survey protocol and corresponding codes/ rants only work with certified companies, and that cer - nodes were designed (Fig. 1). The data codes/nodes were tification plays an important role in the decisions of the classified under five main headings: agri-food and raw remaining 60%. materials; supply chain; commercial relations between Restaurant menus are fundamental in communication suppliers and restaurants; gastronomic cultural herit- with the client [53, 77, 105]. Those examined in this study age; and actions taken in response to the crisis caused by show that 80% make express reference to and promotion COVID-19. of P.D.O. ingredients,70% refer to the general quality of Furthermore, a documentary review was carried out ingredients, their seasonal nature, and special flavours; [61] to gather information regarding company structure, and a further 60% state the geographical origin of ingre- sector characteristics, inclusion of local products, refer- dients as being from the province of Córdoba. We can ences to suppliers and traditional dishes on the menus of thus confirm that the city’s tourist restaurants are adapt - those restaurants. ing to trends and changing habits of new kinds of clients, who are increasingly interested in knowing just where the food on their plates comes from [47]. They are also inter - Findings and discussion ested in taste, texture, freshness, food safety, traditional The content analysis identified four main themes, and production methods [33], and overall quality as differ - several subthemes, that have been used to organise and entiating values in a market that is making increasingly present de following section. competitive use of certificates of quality and marketing seals [1]. This competitiveness is an opportunity to guar - Agri‑food produce and raw materials antee the sustainability of the local territory and promote The suppliers stated that the vast majority of their sales local culture based on the identity of unique food prod- were of artisanal produce, while sales of industrially ucts [89]. processed food were minimal. Some 50% of the sup- pliers classified their production as ‘local’, the other Supply chain 50% preferred to use the backing of quality certificates, As detailed above, the supply chain in Cordoba is among them Designation of Origin, and Geographical exceptionally horizontal, few suppliers work with Indications. many restaurants. Córdoba’s tourist restaurants are Conceptual Data Themes Dimensions Coding Fig. 1 Data analysis process. Source: Authors’ own data M eneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 7 of 13 concentrated in the most important historic areas, A closer look at these results leads us to note how the some 40% are found in the Judería and San Basilio suppliers declared that just 20% of the demand of Córdo- neighbourhoods, where some of the city’s most impor- ba’s tourist restaurants is based on price-quality ratio. For tant tourist sites can be found. Indeed, suppliers stated the remaining 80%, key factors are proximity of produc- that just 27.5% of their production is distributed in the tion, product quality, ecologically produced and certified. newly built northern and eastern suburbs, where res- The supply of such produce is linked to trust in producers taurants specialize more in avant-garde and interna- and their professional trajectory, and they are carefully tional cooking, alongside more typical establishments selected to ensure the desired quality of service. In line and fast-food outlets. The less touristy areas of the cen - with this, the interviewed suppliers stated that they try to tre, have few tourist restaurants, their offer being aimed personalize their deliveries, looking for specific, differen - more at local clientele—they account for just 20% of tiating characteristics, and high quality for the city’s tour- the suppliers’ produce; and a mere 12.5% is distributed ist restaurants. to establishments in areas to the north and west of the Some 66.67% of suppliers perceive that the restaurants centre, and on the city’s outskirts. change their menus to include seasonal produce. Restau- The range of products supplied is wide and varied, tak - rants permit suppliers a degree of flexibility when offer - ing in practically all possible market segments. Some ing higher quality produce at a better price depending 21.43% of products are supplied to restaurants classified on the conditions at any specific time [45]. Based on the as traditional and Mediterranean; 17.86% to creative and/ restaurant survey and the study of menus, we note that, or avant-garde restaurants; the same percentage is sup- while menus are more or less unchanging year-round, plied to establishments with a clear focus on tourists; with a mixture of traditional and more innovative dishes, 14.29% is supplied to traditional taverns; 10.71% goes the ingredients used may undergo some seasonal change. to gourmet markets; another 10.71% is supplied to local These changes also contribute to biodiversity by respect - non-tourist restaurants; and 7.14% goes to big name fran- ing the natural cycles of agricultural production and chise establishments. minimizing the food waste so many restaurants across The research also showed that 71.43% of suppliers’ the continent are responsible for [12, 19, 78]. Further- food and/or agri-food is distributed in the city of Cór- more, the use of gastronomic produce and resources by doba, while the remaining 28.57% is distributed in the chefs contributes to the sustainability of the gastronomic rural areas of the province. If we consider the distance tourism value chain by stimulating their creative process, and origin of the produce, then 50% are local, provin- diversifying their menus, continually innovating their cial or regional products. Some 12.5% are produced cuisine and surprising their regular clients [14, 22]. within 50  km of the city, and 37.5% are produced less It should be noted that the suppliers see and value their than 200  km away. Nonetheless, there is a wide offer of activity as an instrument for developing the local econ- similar produce from other areas of Spain (37.5%) and omy, and thereby helping local and provincial produc- other countries (12.5%), the majority of the latter being ers. A huge 90% of the restaurants surveyed felt the same from European Mediterranean countries. The chefs and regarding their contribution to the production of added restaurant managers consulted corroborated these data. value in the creation of jobs, and income, and improving The predominance of local produce in the city’s tourist the quality of the gastronomic tourism on offer. restaurants is, therefore, in line with the recommenda- Tourist activity in the city is, in any case, highly sea- tions of the United Nations’ 2030 Agenda for Sustainable sonal, with high season running from April to June. This Development by promoting the consumption and sus- has a direct impact on restaurants; 66.68% of suppliers tainable production in the area of gastronomic tourism said that the consumption and supply of their produce [96]. increases exponentially during high season, which is a It is worth noting that the vast majority of chefs con- key period that offers the best conditions for establish - sulted in the study remarked that the use of local ingre- ing new commercial relations. Nonetheless, while both dients was essential to their cooking. They all felt that the restaurants and suppliers identified a seasonal change in quality of such produce directly influences the authen - the quantity of products available, the same was not true tic, genuine nature of the dishes they serve to their cli- of their price. This is evidence that suppliers are aware of ents, and that they are fundamental in providing clients the need for the same levels of quality all year round. with satisfactory experiences perceived through tastings, as well as the aesthetics and presentation of the dishes Commercial relations themselves [14, 53]. The restaurants surveyed are ever Over 65% of the suppliers considered relations with more likely to promote the new hyperlocal food trend restaurants to be fluid and highly-personalized. These [19]. relations take place in a context of cordial dialogue that Meneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 8 of 13 generally occurs on visits to restaurants, promotional lower prices, and consequently quality is lower too. It is activities, technical visits to production sites, or supplier- in this context that relations between supplier and res- promoted gastronomic tastings. Some 83% of suppliers taurant come into play once more; the personal relation- stated that such activities foment a collaborative atmos- ship and trust that have been built up over time works to phere of mutual trust, indicating that the actual pur- the advantage of those suppliers whose offer is based on chase is made by the restaurant owner/manager or chef. quality rather than price. This collaboration has a positive impact on the supply chain and the performance of suppliers [2, 81, 104], as it facilitates the exchange of experiences, better treatment, Food culture heritage transformation and preparation of ingredients, strength- The suppliers of agri-food produce acknowledged the ening the value chain through cooperation and boosting immaterial value of their products [46]. They mentioned local production. Some restaurants even stated that these concepts such as wisdom, collective memory and local, special relations could lead to the synchronization of endogenous traditions. Some 83% of those indicated that activities, decision-making and the exchange of relevant they considered and valued not only material aspects, food-related resources and information [18, 104]. such as freshness, taste and hygiene, but also immaterial Effective integration between suppliers and purchas - ones such as origin, culture and tradition. ers is seen to be a key strategy in good management and Notable among the most highly-valued immaterial improving restaurants’ financial performance; in the long aspects are the means of production, the cultural value term, this may lead to greater efficiency in problem-solv - of the traditional activity, the popular wisdom of eco- ing and daily decision-making [18]. Some of the restau- logical smallholders, the systems of cooperative and col- rants surveyed have at times realized that commercial laborative work that still exist, the contribution of local relations with suppliers have been too conventional, producers to conserving methods, processes, and ways hindering adaptation to operations that call for specific, to preserve tastes and ancestral wisdom, which together unusual or high-quality ingredients. Therefore, they have generate high-quality, exclusive products through a pro- realized that establishing more personalized relations is duction and transformation process that is eminently vital in achieving a satisfactory solution, guaranteeing a artisanal. good price-quality ratio, product quality and medium- From the restaurants’ standpoint, some 90% recog- and long-term guaranteed supply. nized that their cuisine valued local gastronomic culture From the suppliers’ perspective, the traditional gastro- and collective memory, ancestral traditions and cultural nomic sector in Córdoba has been somewhat slow to rec- context. This is reflected in immaterial values such as the ognize the importance of product quality and the value of artisanal process, authenticity, the wisdom of traditional local production. This is no longer the case, with highly cooking; all of these, if well managed and promoted, can recognized restaurants being the reason for this. Some provide a unique gastronomic experience that is intrinsi- 50% of suppliers stated that such restaurants are pro- cally linked to the qualities of the local surroundings. The fessional and seek to improve their distinctiveness and higher value given to immaterial gastronomic aspects competitiveness, while 33% sustained that the notable that this research has noted is a sign of an emerging trend increase in demand over recent years has led some res- towards solidarity and empathy between consumers, taurants to show little interest in improving their profes- restaurants, and producers. A tourist destination thus sional quality. Such opinions may well change in light of becomes an authentic “stage”, where alternative spaces the current COVID-19 crisis, which will demand added and “rural” provincial life take shape and support one efforts in terms of sustainability and improved client ser - another in the face of current problems and concerns vice to remain competitive in a market that will recover regarding rising costs, low profitability, new challenges only over time and with great difficulty. and the scarce social recognition of rural professions. The suppliers stated that they must generate a number This social interaction that takes place through cater - of externalities for restaurants in the historic centre and ing and gastronomy between tourists and producers is the area of greatest tourist movement, the costs of which certainly important in awarding meaning and value to have to be assumed in the market price. Another compli- the concept of ‘terroir’. This is transmitted to consumers cation arises from the nature of the historical centre. It is through traditional Cordoban cuisine, and the images of one of the largest in Europe [101], and its narrow streets a local rural production that is far removed from “non- and time restrictions on traffic make vehicle access very traditional” methods of artificial standardization and reg - difficult, meaning that deliveries take longer. ulation. The connection between producers/consumers The lack of regulation or agreements related to price through gastronomic tourism improves the tourist and leads to a large number of suppliers competing with far cultural image of the place visited. M eneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 9 of 13 The three main dishes with greatest tradition and high - adopted new commercial strategies to promote their est demand on menus are all of part of the city’s historic products directly to the final consumer [44] and in and cultural tradition. They are Cordoban salmorejo, fla - retail food shops, stressing the quality and difference menquín, and bull’s-tail stew, although other dishes are of their products and services and their commitment also mentioned. Some 80% of menus promote traditional to the final consumers. They have implemented actions Cordoban dishes, while 50% stress the creation and inno- focused on the product, service, communication and vation of their dishes; 30% mention the publicity that commitment to the customer. Produce is now packed comes from the awards and distinctions received by their and distributed in small quantities,attractively-priced chefs; and a further 30% highlight the publication and baskets and kits offering a choice of products have been dissemination of their signature recipes. designed; marketing campaigns are now digital and As explained, the analysis of the results obtained has via social networks (promotional videos, interactive allowed us to identify a series of variables and main chats with gastronomic experts, virtual conferences dimensions of the central theme that we study in which and cookery classes), referring to the traditional pro- there are perceptions and visions shared by the suppli- duction and elaboration of the food, its geographical ers and that also make up the main structure of the value origin and recipes. Some suppliers have launched cam- chain of the tourist restoration (Fig. 2). paigns—such as #quedateencasa (#stayhome)—that are designed to involve the consumer in cooking; there has Actions undertaken within the context of the COVID‑19 even been a tapas photography competition. crisis The suppliers have also had to adapt their distribu - To minimize the negative impact of the loss of res- tion logistics, promoting home delivery, local pick- taurant clients, 67% of the suppliers interviewed have up points, free delivery and even one-day delivery -Fluid and BIODIVERSITY OF PARTNERSHIPS -Local origin moderately AGRICULTURAL ATTITUDES -Production personalized PRODUCTIONS types and -Professional Seasonality and personal relations THE SYNERGY DESIGN MODEL -Knowledge, -D.O.P. / collective G.I.P. -Artisanal, memory, freshness, local and FOOD CULTURAL flavor and FOOD QUALITY endogenous HERITAGE hygiene traditional Fig. 2 Sustainable model of synergy between food and agri‑food suppliers and the restaurant sector in World Heritage City of Córdoba (Spain). Source: Authors’ own data Meneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 10 of 13 for telephone and email orders, along with special of local and regional gastronomy, while this, in turn, discounts. improves their competitive position in the market. While the effects of the Covid19 crisis have clearly been The fruitful synergy existing between suppliers and res - significant and caused great uncertainty, such actions taurants is important when identifying operational and show that the sector is dynamic, tries to adapt quickly distribution problems and difficulties, wherever they may and flexibly in line with social, economic and cultural arise. Consequently, the general results obtained in this changes, and can respond in exceptional situations. The case study reinforce the thesis regarding the importance suppliers themselves recognize that, while the pandemic of identifying and understanding the relations between has forced them to face new challenges and problems, it those agents who form part of the value chain of gastro- may also be the source of new commercial opportunities. nomic tourism. It remains to be seen whether the integration and gen- Although the city of Córdoba has a highly-diversified, erally favourable synergies between suppliers and res- representative, and excellent gastronomic offer, changes taurants that we have identified in this study results in a and improvements still need to be made in restaurant quick and efficient post Covid19 recovery of gastronomic management, the supply of foodstuffs, and the public tourism once restaurants have reopened and safety meas- sector’s running of gastronomic tourism through pub- ures and restrictions on capacity have been eased or lifted licity, commercialization, the design of products and and demand slowly increases. These are questions that attractions, as well as providing restaurants with support. future research will have to answer, but the first impres - Examples of such support would be making improve- sions, and the proven resilience of gastronomic tourism, ments that facilitate the delivery of food in the histori- lead us to believe that the sector is capable of responding cal centre, building nearby car parks, better regulation of to some degree to changing demand in times of crisis. supplies, and the design and implementation of a tourist restaurant plan, something the city currently lacks. Considerations In general terms, Cordoba gastronomy has known Recognizing the important development potential of how to extract value from its traditional dishes and those Cordoban gastronomy, we have shown that the value ingredients most-closely linked with the identity and dis- that suppliers and tourist restaurants place on the mate- tinctive nature of the Mediterranean diet. There is now rial and immaterial aspects of their traditional cuisine a clear perception of quality, which has become a highly are clear strengths in any gastronomic tourist destination attractive resource in the tourist imaginary of a city that that aims for excellence [82]. can boast a rich culinary heritage. Consequently, gas- One conclusion is that the suppliers, through the raw tronomic tourism has become one of the segments that materials and foods they supply, have also become lead- provides the tourist with greatest satisfaction, and makes ing agents in Cordoban cuisine. This finding is new, as them more likely to return. It makes a vital contribution most previous research has ignored the role of agri-food to increasing the richness and diversity of the city’s sup- suppliers. Their activities bring value to the tradition and ply of tourism products and services and increases the quality of local agri-food, and it is largely due to their competitiveness of tourist companies in general, and res- efforts that restaurants can provide their clients with taurants in particular. broader gastronomic experiences, connecting the client Even despite the complex and uncertain context of the with the uniqueness of the local food heritage culture. Covid-19 pandemic and the months-long closure of most This research has provided an understanding of the of the city’s restaurants, agri-food suppliers have been relations and synergies existing between agri-food sup- able to reinvent themselves and find new market oppor - pliers and restaurants. Lastly, our findings permit us to tunities. They have made the right choices when adapting define the market as semi-structured, and multi-polar, to markets they had hardly explored beforehand, such as with a predominance of traditional suppliers whose activ- direct sales to a public that is aware of and open to high- ities are very much in line with the specific characteris - quality ingredients. It seems clear that these suppliers tics of the market and whose professional trajectories will play a vital role as restaurants reopen, restrictions are have been similar to those of the restaurants they supply. lifted and national and international tourism recovers in The tourist catering subsector in the city of Córdoba, the post-pandemic era. as reflected by restaurant chefs and owners/managers, maintains a very direct, close link with the suppliers, Research limitations and future research which contributes to an exchange of information, experi- We are aware that the study has some limitations. 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The synergy between food and agri-food suppliers, and the restaurant sector in the World Heritage City of Córdoba (Spain)

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Abstract

The tourist‑ catering subsector plays an important role in the consolidation and attraction of tourism products and services offered. This research aims to ascertain the importance of synergies, and proactive collaborative and co ‑ operational relations between agri‑food suppliers and the restaurants. This is a qualitative, exploratory and descrip ‑ tive methodology, data source triangulation, information processing using NVIVO12 software. This study identifying that the city of Córdoba offers a variety of gastronomic products and services, and that the supply sector is semi‑ structured and still in need of improvements of quality, safety and having a wider commercial network. Despite the COVID‑19 pandemic, suppliers have reinvented themselves and created new market opportunities to benefit from rapid growth in some sectors; furthermore, they are in a position to offer restaurants a competitive advantage in post ‑ pandemic recovery. Keywords: Local food product, Traditional food, Sustainable food, Gastronomy tourism, Food tourism, Food heritage, Food and culture, Food supplier, Catering sector, Hospitality supply chain Introduction and unique characteristics, associated with various cul- For many tourist destinations, local gastronomy and tural elements present in this process that are part of an tourist catering services have become a strategic factor to identity recognition, which can give it value and become providing visitors with a positive experience that is often a precious attraction for the tourist cultural activity [7, distinctive and strongly linked to a geographical identity 75, 94]. In this way, valuing intangible characteristics of [35, 52]. Thus, themes rooted in distinctive terroir char - the territory, such as traditions, stories, memories, tech- acteristics are being especially proposed in gastronomy niques, habits that are sharing the authenticity of the tourism initiatives at this time of reorganization of activ- agri-food technique and cuisine, highlighting the socio- ity after 2020 will belong to the local [8, 34, 75]. cultural appreciation of the resources of rural territories The food culture of an ethnic group is influenced by the perceived as a set of material and immaterial elements beliefs, behaviours, religions, values and social norms of linked to production and the agricultural environment the community that come from the accumulation of local inserted in the perception of a collective territorial herit- culture, a legacy of authenticity from the previous gen- age [15, 89]. eration [82]. Thus, traditional cuisine gives it individual Food has its intrinsic value and its ethical and sym- bolic values that are translated through taste [71]. u Th s, tourists perceive, in effect, the restaurant subsector as *Correspondence: cameneguel@gmail.com 1 an important attribute of the destination. Therefore, Department of Tourism, Federal Institute of Education, Science and Technology of São Paulo ‑ Campus Cubatão, Rua Maria Cristina 50, the quality of the gastronomy and service, along with Cubatão, São Paulo 11533‑160, Brazil the physical surroundings, can all produce a profound Full list of author information is available at the end of the article © The Author(s) 2022. Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http:// creat iveco mmons. org/ licen ses/ by/4. 0/. Meneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 2 of 13 sensory and cultural experience of significant impact and 50% in social security payments, and the renegotiation of level of satisfaction, whose several case studies have dem- commercial rents. Despite these measures, the sector still onstrated, as in New Zeland [5], Ireland [22, 23], India faces numerous challenges before it becomes sustainable [4], China [15], Italy [28], Colombia [84] and Indonesia once more. [59]. Córdoba has high-quality gastronomic products and For these reasons, the past twenty years have seen services, a strong local identity and historic-cultural tra- tourist catering, as part of the larger hotel and catering dition, which includes Roman, Arab, Jewish, Christian industry, become the focus of an increasing amount of and Latin-American elements; all of these in turn are fur- scientific research [21],however, few empirical studies ther mixed with the innovative elements of avant-garde have been carried out in this regard [85]. In any case, the cuisine, attributes on ethnic food identity formation [46]. restaurant subsector is contributing significantly to the The city has improved its national and international posi - economic development of many destinations and to the tion as a destination for city breaks and cultural tourism increase in employment—given that it is a very labour- [65, 66] and this cannot be understood without referring intensive subsector—to territorial revitalization and the to the high quality of the city’s restaurants. strengthening of the brand image of tourist destinations, Therefore, this study aims to understand the synergy favouring, likewise, the valorisation, enjoyment and rec- between food and agri-food suppliers, and the restaurant ognition of native gastronomy and agri-food products, sector in the World Heritage City of Córdoba (Spain). We culinary recipes and traditional dishes that also make have identified prior research into how relations between up the hallmarks of cultural and heritage identity of the food suppliers and/or agri-food producers and the res- territories. taurants are viewed. However, the focus of these studies Gastronomy and the tourist-catering subsector in is on the experience of chefs, or restaurant management, the province of Córdoba play an important role in the rather than on the relations between supplier and pur- region’s economic and sociocultural development. The chaser, which is the focus of this study [50, 74, 86–88, 92]. city’s unique cultural melting pot has been the subject of Corroborating with Chopra and Meindl [17], who have study in numerous areas: segmentation of food market shown that a more holistic and integrated perspective is visitors [79], artificial neural networks [71], general char - called for, one that takes into account intangible aspects acteristics and trends [72], defining the tourism catering related to the flow of information, communication, inte - service [29], Designations of Origin [43, 65, 66, 68, 69]; gration and synergy between suppliers and purchasers the rights of users and obligations of companies [30],wine (restaurants), among other analytical variables. tourism [40, 103], tourist satisfaction levels [80]; tradi- Despite the evidently attractive nature of the subject, tional gastronomy [41]; the nutritional value of tradi- this is the first study into the aforementioned synergies, tional dishes [73], a gastronomic tourism observatory and their implications for business management in the [38], olive oil tourism [64, 99]; restaurant client profile city’s restaurant sector. Thus, this innovative research [37, 39], gastronomy tourism motivations [6, 57], agri- is an initiative of theoretical and empirical contribution food products in gourmet shops [42]; gastronomic routes that, through its results, presents a significant diagnosis [48, 67]; industrial gastronomic tourism [63, 100, 101] and the importance of the positive synergies and proac- and gastronomic tourism versus culinary tourism [101, tive relations between those who play a role in local tour- 102]. ism, and in the efficient operation of the tourist value Since the end of the global economic crisis of 2008– chain. 2012, there has been a boom in tourism in Córdoba, con- sistently ranking among the 15 most competitive Spanish Conceptualizing the research city destinations [98]. But, since March 2020, Córdoba Andalusia is the second largest of the country’s 17 has been profoundly affected by the suspension of tourist Autonomous Regions, and one of the most important activity decreed by the Spanish government in response and competitive of Spain’s tourist destinations, with tour- to the coronavirus SARS-COV2 (COVID-19) pandemic. ism accounting for 12.5% of the region’s GDP, and around The situation has worsened in the second quarter, as the 12% of its employment [24, 95]. tourist high-season coincides with the all but total clo- Córdoba is also one of Andalusia’s eight provinces. It sure of hotels and restaurants. Estimates put losses at has a wide range of territorial and landscape resources, over €65 million, and a fall of over 80% in visitors. Such which has led to very varied agricultural production, statistics led the Spanish government to implement a with a great diversity of high-quality agri-food produce, packet of measures aimed at minimizing the economic and numerous, complementary tourist products. These impact of COVID-19 and helping to maintain the tour- regional quality certificates result in important social ist sector afloat through credit lines, loans, reductions of and economic benefits that aid in promoting rural M eneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 3 of 13 areas, as well as providing extra income and support to In addition to the city’s vast historical, architectural combat unfair competition, while at the same time rais- and cultural heritage, tourists are also highly satisfied ing restaurant clients’ awareness of this problem [97]. with Cordoban gastronomy. Ranging from traditional These official designations boost the gastronomic tour - taverns in the courtyards of typical Andalusian houses to ism sector around specific food produce and recipes tourist restaurants offering Mediterranean food, it also [22], to such an extent that governments and diverse includes more creative. Furthermore, the city has 14 res- institutions recognize the value of gastronomy as a taurants with some kind of Michelin recognition [31]. In seal of local authenticity and identity, thus protecting 2014, the city was recognized as Ibero-American Gastro- the products, promoting ecological awareness and the nomic Capital, an award that recognizes the quality of its healthy and sustainable use of agri-food products, and food heritage [3]. stimulating inter-culturalism [10, 59, 83]. The Spanish agri-food sector receives great support The tastes of Córdoba are intrinsically linked to a from public–private sector actions that help business number of ingredients that are expressly recognized development. The Government of Spain, through its by Designations of Origin. These certificates not only Ministry of Agriculture, Fisheries, and Food (2020), has guarantee the quality of the ingredients, but also serve launched an institutional publicity campaign using the to certify the quality and branding of those restaurants hashtags #Explora, #Saborea, #Disfruta, #Comparte los that use them, as well as the tourist imaginary of a cul- Alimentos de España [70]. The campaign promotes and tural and gastronomic destination [15, 93]. recognizes the quality and variety of Spanish food pro- This should always be borne in mind in a city such as duce, as well as the diversity of agri-food cultures around Córdoba, where the service sector, which includes tour- the country, and links gastronomy to the image of Spain ism and catering, is the most important single sector in in a number of contexts, like the fine work of chefs and the city’s economy [76]. However, the destination still restaurants and tourism. has to face the challenge of offering new tourist prod - ucts and experiences that should solve some of the Agri‑food suppliers city’s structural problems, including short average stays Management of the agri-food supply chain involves a in the city, and a strongly seasonal demand; as men- large number of agents at all stages from the very earth tioned, a further challenge is now the recuperation of the product comes from, through the production system, tourism in the post-COVID-19 era. the processing, transformation, and its distribution, sale, Córdoba is one of the cities that best represents the to its inclusion in the dishes offered by restaurants [9, 11, idea of cultural tourism in Spain. While it is home to 90], without forgetting the inverse processes that seek to key heritage that can be visited, such as the UNESCO ensure the sustainability, quality and competitiveness of declared World Heritage Sites (Mosque-Cathedral said agri-food production [27], aim to ensure sustainabil- 1984, Historic City Centre 1994, The Festival of Cordo - ity, quality and productivity of agri-food production [32]. ban Patios 2012, Medina Azahara archaeological com- Among these implications, the Globally Important plex 2018), and also benefits from other, wider-ranging Agricultural Heritage Systems–GIAHS, understand that recognitions, such as that of Flamenco 2010, and the food security and biodiversity conservation are funda- Mediterranean Diet 2013, these are insufficient to solve mental and closely interconnected challenges to which the problems of structure and economic sustainability traditional and sustainable agri-food production sys- in the city’s tourism. tems, evolving system of human communities that accu- Taking this as a starting point, and with the clear need mulation of experience over generations, in an intricate to extend and enrich the city’s supply of tourism prod- relationship with their territory, cultural, agricultural ucts and services, gastronomy and restaurants of great landscape or biophysical environment [25]. gastronomic interest can play a role in opening new Therefore, the opportunities and challenges that the opportunities and perspectives, thus improving competi- agri-food and restaurant sectors face should be consid- tiveness and aiding the city’s overall economy [15, 62]. In ered in relation to the socio-economic, environmen- Córdoba’s case, it is the city’s culture that attracts a clear tal, cultural, tourism and nutritional impacts that result majority of visitors, although the second reason is its gas- from the processes and synergies, which can be more or tronomy [6, 58]. One of the main strengths of Córdoba’s less unequal or functional, existing between the various gastronomy is the quality of its typical, traditional dishes phases of production and commercialization [2]. All of [72]. Such motivations efficiently contribute to making these phases require prior planning to ensure the prod- tourists’ experience more profound and identity-linked, uct’s organoleptic quality, freshness, naturalness and con- increasing their knowledge of the city and the likelihood, servation as a perishable good at until final consumption they will return. [33]. Meneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 4 of 13 Restaurants of a certain gastronomic quality and more our territorial environment of residence, both of a socio- oriented towards tourists should understand that the economic and socio-political nature, in addition to the final process of marketing and sales is an important oper - inertia of globalization [26]. ational activity that is a key factor in their success [51]. The recent change in food-connected behaviour and This process should be addressed via a well-defined strat - habits is related to an increasing interest in the certified egy of competitiveness and sustainability that produces quality and geographical origin of agri-food, as well as benefit, increases profitability and achieves the client’s in the differentiating agro-ecological and geographical satisfaction and loyalty [84, 88]. criteria used in their production and elaboration. These A greater integration and positive synergies between changes are taking place in a context in which tourist the external resources offered by suppliers and the inter - restaurants need to reinvent and position themselves as nal resources of restaurants who seek competitive posi- one leisure experience among many others [54]. Current tioning [49, 104], such fundamental integration is based needs for new groups who are increasingly well organ- on achieving mutual commercial goals [33]. A number of ized and closely linked to the local producers themselves studies [32, 81, 104] have shown that this functional inte- [13]. gration with suppliers strengthens and intensifies restau - The local product, understood as belonging to a defined rants’ sustainable management. geographical region, with specific territorial qualities that A restaurant management precisely demonstrated the condition the natural characteristics of its agri-food pro- profits such establishments make through the integra - duction, is also the result of a specific historical-cultural tion of local suppliers’ resources, and the maintenance of environment where techniques, knowledge, cultural fluid relations, benefitting the local economy, promoting experiences, traditions and have had an impact on the the possibility of purchasing smaller quantities of fresher, socio-economic development of the area and its con- safer, higher quality produce, as well as ensuring the sat- nection with the local community [15, 54, 87]. This local isfaction of the client and their level of trust and knowl- product should be seen as another expression of cultural edge regarding the origin of the food they consume, and capital that promotes social and economic benefits in how it is processed and produced [45, 81]. There is also a rural or peri-urban areas [55, 94], its sensory and sym- notable improvement in the management of the business bolic dimensions are also capable of creating a tourist itself, as well as in the favourable inter-relations between attraction [15, 56]. all those involved in the tourism and agri-food value In turn, urban tourist catering can contribute to an chain [106], and final market competitiveness [2], lead - increase in the demand for locally certified produce, and ing to greater cost reduction, minimizing logistic chain the sustainability of agriculture, rural areas and food sys- failures [18, 50] and identifying coming changes to supply tems in general. The catering sector must commit itself chain trends [45]. to improving its food-system related attitude and opera- Murphy and Smith [74] also recognized the importance tions at all levels, as well as taking an explicit stand on of building fluid relations with restaurant suppliers as a the burning issues of our time, such as waste reduction, way of understanding the flow of gastronomic goods and improvements in nutrition, food quality and safety and services and obtaining first-hand information regard - overall sustainability [26]. ing the demand for new dishes and menus, culinary Fortunately, the trend by restaurants towards a greater and technological novelties or solutions to operational use of local food produce is increasing [36]. This is in problems [32]. Mistakes made by suppliers in product line with ever-greater numbers of tourists eating in choice and distribution may directly or indirectly affect socio-environmentally responsible restaurants that pro- the operational management of catering companies [16], vide a more personal touch and guarantee better nutri- thus the exchange of information and lessons learnt can tional and sensory quality, experiences, price-quality prevent negative inertia in business management. ratio, accessibility and food safety [51]. The place where agri-food raw material originates and is prepared could Local agri‑food products and their integration become an important competitive advantage for catering in the gastronomic offer of restaurants business organizations and agents as they increasingly For a long time, gastronomy, modern cuisine, and espe- try to influence consumers to value products and brands cially new fast-food trends have become disconnected with geographical indications [1, 13]. from local agri-food produce and its roots [82]. This Restaurants themselves are responsible for promot- disconnection has also occurred with respect to our ter- ing local agri-food produce, and its distinctive quality, ritorial cultures, what "we really are" and our origins to through direct communication and experience with their the extent that we buy and taste food that is increasingly clients [15, 47, 55]. One function of the menu is to trans- influenced and mediated by circumstances external to mit the restaurant’s image and identify traits, as if it were M eneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 5 of 13 a letter of introduction [53, 77]. This aims to cause an on their knowledge of the sector, notable position in the individual sensorial perception in clients and influence commercial and supply network, and/or the recogni- their experience [105], as well as make the restaurant’s tion awarded to their professional work in catering and socio-environmental responsibility clear [51], provid- gastronomy. Of these, 17 accepted. Participants were ing food biodiversity includes both locally cultivated and emailed and completed a semi-structured self-admin- wild food species [78], provision with important benefits istered questionnaire of 16 open and closed questions in terms of production, image, perceived service quality in the case of restaurants, while suppliers answered 20 and increased sales [53]. questions. Table  1 shows the subject blocks, as well as That said it is clear that an effective inter-relation and the corresponding items and indicators. collaboration between all those involved in the chain of Six suppliers took part in the study. This figure is both production and sale of local agri-food may significantly significant and sufficient, as we have discovered that increase the potential of small businesses in the catering the food supply chain in Córdoba is very horizontal, sector to contribute to territorial development through a with very few suppliers supplying the vast majority of strengthening of commercial transactions between sup- tourist-oriented restaurants. Some 50% of the suppli- pliers and restaurants. ers interviewed supply over a hundred establishments in Córdoba; 16.67% supply between 41 and 60 estab- Research methods lishments and 33.33% supply 20 establishments. This This research examines the opinions and perceptions of indicates that the suppliers have a clearly advantageous suppliers, chefs and restaurant managers regarding their commercial position when dealing with the city’s res- inter-relations and the commercial and professional taurants. Eleven participants completed the question- dynamics in the local food produce sector. The study naire designed for chefs and restaurant managers, and has employed a qualitative methodology with the aim of theoretical saturation was used as the criterion for better understanding this phenomenon through the per- determining the final sample [91]. ceptions, meanings, and attitudes explained by the indi- With the questionnaire, we adopted one of the most viduals or groups involved, and thus infer its interpretive common primary-data collection methods, which is and theoretical structure [61]. often used in qualitative studies. As noted by Denzin Most studies of restaurants and gastronomy tourism and Lincoln [20], such data are more useful when sup- have focused on analysing demand (tourist-consumers) ported and justified by qualitative information, we thus and supply (chefs and restaurant managers), and have deemed it necessary to contact the restaurant and sup- paid very little attention to other agents, such as suppli- ply professionals, as they were those best placed to pro- ers, who also play an important role in the sector’s value vide first-hand opinions on what may prove decisive in chain. A total of 25 people were initially selected based Table 1 Questionnaire and qualitative research indicators Main subject blocks (Suppliers) Indicators Agri‑food produce supplied to restaurants Local origin, production types, artisanal/traditional qualities, material and immaterial values Product quality certificates or awards Designations of origin, geographical indicators, etc Restaurants supplied Commercial types and orientation, consumption of local, certified produce, level of gastronomic skill Opinions on their current commercial attitude Sales’ volume, potentialities and demand for local products, future perspectives, professional and personal relations with restaurants, degree of collaboration Type of restaurant demand of agri‑food products Products, inclusion in menus, seasonality of sales and produce etc Main subject blocks (Restaurants) Indicators Agri‑food produce used Origin, types, qualities, quality certificates or awards, singularities and characteristics, influence of demand on choice Suppliers normally used Types, business structure, wholesaler, retailer, commercial and professional relations, degree of collaboration Menus and dishes Quality and variety, characteristics, inclusion of traditional products and recipes, prices, behaviour of demand in consumption, type of cuisine, material and immaterial values Commercial activity Current volume and perspectives, incidence in local development of gastronomic tourism. Dif‑ ficulties and problem Source: Authors’ own data Meneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 6 of 13 providing gastronomic products and services that sat- A total of 37.5% of the agri-food suppliers to the city isfy the tourist. is catering establishments offered Designation of Origin Triangulation was used for data analysis, contrasting certified produce. Of these, 25% were products derived a range of information sources, opinions, and focuses from Iberian pork, and 12.5% wines; ham and wine are to ensure the overall reliability of the study [60]. Data strongly rooted products in the food culture and herit- sources came from the questionnaires distributed, infor- age of local Cordoban districts. The remaining suppliers mation gathered from menus, the restaurants’ official (25%) provided cheese and meats, and 12.5% were eco- websites and digital marketing. This technique has per - logically produced local fruit and vegetables, and dairy mitted a more concise, complete analysis of the data, products, all in similar proportions. which are more consistently ordered and systemized [60] According to the chefs and restaurant managers, the through the choice of an unintentional convenience sam- criteria used when choosing suppliers were: (1) hav- ple of those respondents. ing P.D.O. certified 19.44%); (2) having traditionally Each of the questionnaires was read in full, and infor- processed raw material originating in the Córdoba area mation extracted and noted throughout, as well as notes (16.67%); (3) speedy and functional delivery (16.67%); (4) made on reflection as the reading process continued. The the supplier’s head offices being located in Córdoba prov - quantitative data collected were tabulated and represent- ince (13.89%); (5) the availability of products that other ative graphics were generated using the MsExcel and the suppliers lacked (11.12%); and (6) that suppliers had qualitative data were treated using NVIVO12 software food quality, commercial, or environmental certificates for data coding and descriptive analysis. Once data were (8.33%). It should be highlighted that 40% of the restau- compiled, the survey protocol and corresponding codes/ rants only work with certified companies, and that cer - nodes were designed (Fig. 1). The data codes/nodes were tification plays an important role in the decisions of the classified under five main headings: agri-food and raw remaining 60%. materials; supply chain; commercial relations between Restaurant menus are fundamental in communication suppliers and restaurants; gastronomic cultural herit- with the client [53, 77, 105]. Those examined in this study age; and actions taken in response to the crisis caused by show that 80% make express reference to and promotion COVID-19. of P.D.O. ingredients,70% refer to the general quality of Furthermore, a documentary review was carried out ingredients, their seasonal nature, and special flavours; [61] to gather information regarding company structure, and a further 60% state the geographical origin of ingre- sector characteristics, inclusion of local products, refer- dients as being from the province of Córdoba. We can ences to suppliers and traditional dishes on the menus of thus confirm that the city’s tourist restaurants are adapt - those restaurants. ing to trends and changing habits of new kinds of clients, who are increasingly interested in knowing just where the food on their plates comes from [47]. They are also inter - Findings and discussion ested in taste, texture, freshness, food safety, traditional The content analysis identified four main themes, and production methods [33], and overall quality as differ - several subthemes, that have been used to organise and entiating values in a market that is making increasingly present de following section. competitive use of certificates of quality and marketing seals [1]. This competitiveness is an opportunity to guar - Agri‑food produce and raw materials antee the sustainability of the local territory and promote The suppliers stated that the vast majority of their sales local culture based on the identity of unique food prod- were of artisanal produce, while sales of industrially ucts [89]. processed food were minimal. Some 50% of the sup- pliers classified their production as ‘local’, the other Supply chain 50% preferred to use the backing of quality certificates, As detailed above, the supply chain in Cordoba is among them Designation of Origin, and Geographical exceptionally horizontal, few suppliers work with Indications. many restaurants. Córdoba’s tourist restaurants are Conceptual Data Themes Dimensions Coding Fig. 1 Data analysis process. Source: Authors’ own data M eneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 7 of 13 concentrated in the most important historic areas, A closer look at these results leads us to note how the some 40% are found in the Judería and San Basilio suppliers declared that just 20% of the demand of Córdo- neighbourhoods, where some of the city’s most impor- ba’s tourist restaurants is based on price-quality ratio. For tant tourist sites can be found. Indeed, suppliers stated the remaining 80%, key factors are proximity of produc- that just 27.5% of their production is distributed in the tion, product quality, ecologically produced and certified. newly built northern and eastern suburbs, where res- The supply of such produce is linked to trust in producers taurants specialize more in avant-garde and interna- and their professional trajectory, and they are carefully tional cooking, alongside more typical establishments selected to ensure the desired quality of service. In line and fast-food outlets. The less touristy areas of the cen - with this, the interviewed suppliers stated that they try to tre, have few tourist restaurants, their offer being aimed personalize their deliveries, looking for specific, differen - more at local clientele—they account for just 20% of tiating characteristics, and high quality for the city’s tour- the suppliers’ produce; and a mere 12.5% is distributed ist restaurants. to establishments in areas to the north and west of the Some 66.67% of suppliers perceive that the restaurants centre, and on the city’s outskirts. change their menus to include seasonal produce. Restau- The range of products supplied is wide and varied, tak - rants permit suppliers a degree of flexibility when offer - ing in practically all possible market segments. Some ing higher quality produce at a better price depending 21.43% of products are supplied to restaurants classified on the conditions at any specific time [45]. Based on the as traditional and Mediterranean; 17.86% to creative and/ restaurant survey and the study of menus, we note that, or avant-garde restaurants; the same percentage is sup- while menus are more or less unchanging year-round, plied to establishments with a clear focus on tourists; with a mixture of traditional and more innovative dishes, 14.29% is supplied to traditional taverns; 10.71% goes the ingredients used may undergo some seasonal change. to gourmet markets; another 10.71% is supplied to local These changes also contribute to biodiversity by respect - non-tourist restaurants; and 7.14% goes to big name fran- ing the natural cycles of agricultural production and chise establishments. minimizing the food waste so many restaurants across The research also showed that 71.43% of suppliers’ the continent are responsible for [12, 19, 78]. Further- food and/or agri-food is distributed in the city of Cór- more, the use of gastronomic produce and resources by doba, while the remaining 28.57% is distributed in the chefs contributes to the sustainability of the gastronomic rural areas of the province. If we consider the distance tourism value chain by stimulating their creative process, and origin of the produce, then 50% are local, provin- diversifying their menus, continually innovating their cial or regional products. Some 12.5% are produced cuisine and surprising their regular clients [14, 22]. within 50  km of the city, and 37.5% are produced less It should be noted that the suppliers see and value their than 200  km away. Nonetheless, there is a wide offer of activity as an instrument for developing the local econ- similar produce from other areas of Spain (37.5%) and omy, and thereby helping local and provincial produc- other countries (12.5%), the majority of the latter being ers. A huge 90% of the restaurants surveyed felt the same from European Mediterranean countries. The chefs and regarding their contribution to the production of added restaurant managers consulted corroborated these data. value in the creation of jobs, and income, and improving The predominance of local produce in the city’s tourist the quality of the gastronomic tourism on offer. restaurants is, therefore, in line with the recommenda- Tourist activity in the city is, in any case, highly sea- tions of the United Nations’ 2030 Agenda for Sustainable sonal, with high season running from April to June. This Development by promoting the consumption and sus- has a direct impact on restaurants; 66.68% of suppliers tainable production in the area of gastronomic tourism said that the consumption and supply of their produce [96]. increases exponentially during high season, which is a It is worth noting that the vast majority of chefs con- key period that offers the best conditions for establish - sulted in the study remarked that the use of local ingre- ing new commercial relations. Nonetheless, while both dients was essential to their cooking. They all felt that the restaurants and suppliers identified a seasonal change in quality of such produce directly influences the authen - the quantity of products available, the same was not true tic, genuine nature of the dishes they serve to their cli- of their price. This is evidence that suppliers are aware of ents, and that they are fundamental in providing clients the need for the same levels of quality all year round. with satisfactory experiences perceived through tastings, as well as the aesthetics and presentation of the dishes Commercial relations themselves [14, 53]. The restaurants surveyed are ever Over 65% of the suppliers considered relations with more likely to promote the new hyperlocal food trend restaurants to be fluid and highly-personalized. These [19]. relations take place in a context of cordial dialogue that Meneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 8 of 13 generally occurs on visits to restaurants, promotional lower prices, and consequently quality is lower too. It is activities, technical visits to production sites, or supplier- in this context that relations between supplier and res- promoted gastronomic tastings. Some 83% of suppliers taurant come into play once more; the personal relation- stated that such activities foment a collaborative atmos- ship and trust that have been built up over time works to phere of mutual trust, indicating that the actual pur- the advantage of those suppliers whose offer is based on chase is made by the restaurant owner/manager or chef. quality rather than price. This collaboration has a positive impact on the supply chain and the performance of suppliers [2, 81, 104], as it facilitates the exchange of experiences, better treatment, Food culture heritage transformation and preparation of ingredients, strength- The suppliers of agri-food produce acknowledged the ening the value chain through cooperation and boosting immaterial value of their products [46]. They mentioned local production. Some restaurants even stated that these concepts such as wisdom, collective memory and local, special relations could lead to the synchronization of endogenous traditions. Some 83% of those indicated that activities, decision-making and the exchange of relevant they considered and valued not only material aspects, food-related resources and information [18, 104]. such as freshness, taste and hygiene, but also immaterial Effective integration between suppliers and purchas - ones such as origin, culture and tradition. ers is seen to be a key strategy in good management and Notable among the most highly-valued immaterial improving restaurants’ financial performance; in the long aspects are the means of production, the cultural value term, this may lead to greater efficiency in problem-solv - of the traditional activity, the popular wisdom of eco- ing and daily decision-making [18]. Some of the restau- logical smallholders, the systems of cooperative and col- rants surveyed have at times realized that commercial laborative work that still exist, the contribution of local relations with suppliers have been too conventional, producers to conserving methods, processes, and ways hindering adaptation to operations that call for specific, to preserve tastes and ancestral wisdom, which together unusual or high-quality ingredients. Therefore, they have generate high-quality, exclusive products through a pro- realized that establishing more personalized relations is duction and transformation process that is eminently vital in achieving a satisfactory solution, guaranteeing a artisanal. good price-quality ratio, product quality and medium- From the restaurants’ standpoint, some 90% recog- and long-term guaranteed supply. nized that their cuisine valued local gastronomic culture From the suppliers’ perspective, the traditional gastro- and collective memory, ancestral traditions and cultural nomic sector in Córdoba has been somewhat slow to rec- context. This is reflected in immaterial values such as the ognize the importance of product quality and the value of artisanal process, authenticity, the wisdom of traditional local production. This is no longer the case, with highly cooking; all of these, if well managed and promoted, can recognized restaurants being the reason for this. Some provide a unique gastronomic experience that is intrinsi- 50% of suppliers stated that such restaurants are pro- cally linked to the qualities of the local surroundings. The fessional and seek to improve their distinctiveness and higher value given to immaterial gastronomic aspects competitiveness, while 33% sustained that the notable that this research has noted is a sign of an emerging trend increase in demand over recent years has led some res- towards solidarity and empathy between consumers, taurants to show little interest in improving their profes- restaurants, and producers. A tourist destination thus sional quality. Such opinions may well change in light of becomes an authentic “stage”, where alternative spaces the current COVID-19 crisis, which will demand added and “rural” provincial life take shape and support one efforts in terms of sustainability and improved client ser - another in the face of current problems and concerns vice to remain competitive in a market that will recover regarding rising costs, low profitability, new challenges only over time and with great difficulty. and the scarce social recognition of rural professions. The suppliers stated that they must generate a number This social interaction that takes place through cater - of externalities for restaurants in the historic centre and ing and gastronomy between tourists and producers is the area of greatest tourist movement, the costs of which certainly important in awarding meaning and value to have to be assumed in the market price. Another compli- the concept of ‘terroir’. This is transmitted to consumers cation arises from the nature of the historical centre. It is through traditional Cordoban cuisine, and the images of one of the largest in Europe [101], and its narrow streets a local rural production that is far removed from “non- and time restrictions on traffic make vehicle access very traditional” methods of artificial standardization and reg - difficult, meaning that deliveries take longer. ulation. The connection between producers/consumers The lack of regulation or agreements related to price through gastronomic tourism improves the tourist and leads to a large number of suppliers competing with far cultural image of the place visited. M eneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 9 of 13 The three main dishes with greatest tradition and high - adopted new commercial strategies to promote their est demand on menus are all of part of the city’s historic products directly to the final consumer [44] and in and cultural tradition. They are Cordoban salmorejo, fla - retail food shops, stressing the quality and difference menquín, and bull’s-tail stew, although other dishes are of their products and services and their commitment also mentioned. Some 80% of menus promote traditional to the final consumers. They have implemented actions Cordoban dishes, while 50% stress the creation and inno- focused on the product, service, communication and vation of their dishes; 30% mention the publicity that commitment to the customer. Produce is now packed comes from the awards and distinctions received by their and distributed in small quantities,attractively-priced chefs; and a further 30% highlight the publication and baskets and kits offering a choice of products have been dissemination of their signature recipes. designed; marketing campaigns are now digital and As explained, the analysis of the results obtained has via social networks (promotional videos, interactive allowed us to identify a series of variables and main chats with gastronomic experts, virtual conferences dimensions of the central theme that we study in which and cookery classes), referring to the traditional pro- there are perceptions and visions shared by the suppli- duction and elaboration of the food, its geographical ers and that also make up the main structure of the value origin and recipes. Some suppliers have launched cam- chain of the tourist restoration (Fig. 2). paigns—such as #quedateencasa (#stayhome)—that are designed to involve the consumer in cooking; there has Actions undertaken within the context of the COVID‑19 even been a tapas photography competition. crisis The suppliers have also had to adapt their distribu - To minimize the negative impact of the loss of res- tion logistics, promoting home delivery, local pick- taurant clients, 67% of the suppliers interviewed have up points, free delivery and even one-day delivery -Fluid and BIODIVERSITY OF PARTNERSHIPS -Local origin moderately AGRICULTURAL ATTITUDES -Production personalized PRODUCTIONS types and -Professional Seasonality and personal relations THE SYNERGY DESIGN MODEL -Knowledge, -D.O.P. / collective G.I.P. -Artisanal, memory, freshness, local and FOOD CULTURAL flavor and FOOD QUALITY endogenous HERITAGE hygiene traditional Fig. 2 Sustainable model of synergy between food and agri‑food suppliers and the restaurant sector in World Heritage City of Córdoba (Spain). Source: Authors’ own data Meneguel et al. Journal of Ethnic Foods (2022) 9:11 Page 10 of 13 for telephone and email orders, along with special of local and regional gastronomy, while this, in turn, discounts. improves their competitive position in the market. While the effects of the Covid19 crisis have clearly been The fruitful synergy existing between suppliers and res - significant and caused great uncertainty, such actions taurants is important when identifying operational and show that the sector is dynamic, tries to adapt quickly distribution problems and difficulties, wherever they may and flexibly in line with social, economic and cultural arise. Consequently, the general results obtained in this changes, and can respond in exceptional situations. The case study reinforce the thesis regarding the importance suppliers themselves recognize that, while the pandemic of identifying and understanding the relations between has forced them to face new challenges and problems, it those agents who form part of the value chain of gastro- may also be the source of new commercial opportunities. nomic tourism. It remains to be seen whether the integration and gen- Although the city of Córdoba has a highly-diversified, erally favourable synergies between suppliers and res- representative, and excellent gastronomic offer, changes taurants that we have identified in this study results in a and improvements still need to be made in restaurant quick and efficient post Covid19 recovery of gastronomic management, the supply of foodstuffs, and the public tourism once restaurants have reopened and safety meas- sector’s running of gastronomic tourism through pub- ures and restrictions on capacity have been eased or lifted licity, commercialization, the design of products and and demand slowly increases. These are questions that attractions, as well as providing restaurants with support. future research will have to answer, but the first impres - Examples of such support would be making improve- sions, and the proven resilience of gastronomic tourism, ments that facilitate the delivery of food in the histori- lead us to believe that the sector is capable of responding cal centre, building nearby car parks, better regulation of to some degree to changing demand in times of crisis. supplies, and the design and implementation of a tourist restaurant plan, something the city currently lacks. Considerations In general terms, Cordoba gastronomy has known Recognizing the important development potential of how to extract value from its traditional dishes and those Cordoban gastronomy, we have shown that the value ingredients most-closely linked with the identity and dis- that suppliers and tourist restaurants place on the mate- tinctive nature of the Mediterranean diet. There is now rial and immaterial aspects of their traditional cuisine a clear perception of quality, which has become a highly are clear strengths in any gastronomic tourist destination attractive resource in the tourist imaginary of a city that that aims for excellence [82]. can boast a rich culinary heritage. Consequently, gas- One conclusion is that the suppliers, through the raw tronomic tourism has become one of the segments that materials and foods they supply, have also become lead- provides the tourist with greatest satisfaction, and makes ing agents in Cordoban cuisine. This finding is new, as them more likely to return. It makes a vital contribution most previous research has ignored the role of agri-food to increasing the richness and diversity of the city’s sup- suppliers. Their activities bring value to the tradition and ply of tourism products and services and increases the quality of local agri-food, and it is largely due to their competitiveness of tourist companies in general, and res- efforts that restaurants can provide their clients with taurants in particular. broader gastronomic experiences, connecting the client Even despite the complex and uncertain context of the with the uniqueness of the local food heritage culture. Covid-19 pandemic and the months-long closure of most This research has provided an understanding of the of the city’s restaurants, agri-food suppliers have been relations and synergies existing between agri-food sup- able to reinvent themselves and find new market oppor - pliers and restaurants. Lastly, our findings permit us to tunities. They have made the right choices when adapting define the market as semi-structured, and multi-polar, to markets they had hardly explored beforehand, such as with a predominance of traditional suppliers whose activ- direct sales to a public that is aware of and open to high- ities are very much in line with the specific characteris - quality ingredients. It seems clear that these suppliers tics of the market and whose professional trajectories will play a vital role as restaurants reopen, restrictions are have been similar to those of the restaurants they supply. lifted and national and international tourism recovers in The tourist catering subsector in the city of Córdoba, the post-pandemic era. as reflected by restaurant chefs and owners/managers, maintains a very direct, close link with the suppliers, Research limitations and future research which contributes to an exchange of information, experi- We are aware that the study has some limitations. 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Journal

Journal of Ethnic Foods – Springer Journals

Published: Mar 14, 2022

Keywords: Local food product; Traditional food; Sustainable food; Gastronomy tourism; Food tourism; Food heritage; Food and culture; Food supplier; Catering sector; Hospitality supply chain

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