course part 1:
UNDERSTANDING LOCAL FOOD – FROM TRADITION TO IDENTITY
In this lecture, psychologist Igor Vitale explores the concept of local food not only through ingredients and recipes, but also from a historical, social, and psychological perspective. From the humble, non-standardised traditions of the past to today’s system of protected quality labels, local food emerges as both culture and economy - shaping collective identity.
Drawing on European data and research in social and cognitive sciences, the lecture highlights how geographical indications influence consumer choices and support the development of local communities. It invites us to see local food as both memory and market, connecting producers, places, and people across generations.
course part 2:
PSYCHOLOGICAL STRATEGIES TO PROMOTE LOCAL AND SUSTAINABLE AGRICULTURE
In this second lesson of The Renaissance of Local Food project, Igor Vitale explores how neuroscience and European policies can guide the promotion of healthy and sustainable food. Starting from basic consumer drivers such as cost and taste, the lecture examines the challenge of balancing environmental goals with economic realities.
Through an accessible overview of the EU Green Deal, the Common Agricultural Policy reform, and the Green Claims Directive, Vitale shows how local food can thrive within this complex policy framework - ensuring accessibility for consumers and fair opportunities for farmers. The focus is on the balance between values, behavior, and policy that can make sustainable choices truly work
course part 3:
MAKING IT VISUAL – FOOD AS STORY AND MEMORY
In this third guide, communication expert Rasmus Holm explores how visual storytelling turns food into emotion and memory. It begins not with a camera, but with awareness: the firelight on a bowl of soup, the sound of laughter, the feeling of belonging. Food becomes most powerful when it is seen as part of a scene - connecting food, place, and people.
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Through simple, practical advice, the guide explains how to use light, color, and atmosphere to strengthen the story your food tells. It introduces a “triangle model” for visuals, tips for different media platforms, and ways to help guests share your story. Above all, it argues for simplicity: a clear signature, recurring moods, and honesty over perfection. When you make food visual, you turn moments into memories - and invite others to step into your story.
course part 4:
USING TRADITIONAL WISDOM
This lecture explores the intersection of ethical marketing, sustainability, and traditional food heritage in Türkiye. It highlights how local farmers preserve biodiversity and cultural identity through sustainable breeding practices while promoting their products ethically in modern markets.
Participants will discover examples of regional traditions such as olive-fed livestock, Kıvırcık sheep breeding, and herbed cheese production, as well as the role of senior generations in transmitting ecological wisdom. The session also introduces practical approaches to ethical marketing, including storytelling, transparency, and digital communication strategies for sustainable local food promotion..
course part 5:
THE PSYCHOLOGY OF TASTE – HOW CONTEXT SHAPES EXPERIENCE
In this fifth lesson, psychologist Igor Vitale unpacks the psychology of decision-making and the neuroscience of taste to improve food experiences in restaurants, festivals, and tourism. Drawing on classic experiments - from color and labeling effects to price bias in wine and plate color - he reveals how subtle cues reshape perception and choice.
The lesson contrasts full ingredient lists with simplified front-of-pack schemes like Nutri-Score and offers practical tips for sensory guidance: from sound and pacing to concise server scripts that direct attention. It is a hands-on exploration of how science can make local food not only better understood, but more deeply felt.
powerpoint
for USING TRADITIONAL WISDOM
Here is a document for Seniors and Adult Educators that can be used to increase senior food producers' skills and competences on "Understanding of the fundamentals of Sustainability and How to promote their local products."
Watch the course USING TRADITIONAL WISDOM for inspiration.