This is the presentation I prepared for the Unusual Suspects Festival organized by Social Innovation Exchange and Urbact

1. Food
as
na(on
branding
The
Basque
experience
Gorka
Espiau

2. oeoe

3. the Basque kitchen

4. The
Basque
Country
was
suffering
only
40
years
ago
the
consequences
of
a
cruel
dictatorship,
a
deep
economic
crisis,
the
highest
unemployment
figures
in
Europe
and
a
violent
conflict.

6. konplexutasuna

7. This
transformaCon
was
possible
due
to
a
comprehensive
strategy
based
on
public/private
partnership,
endogenous
reacCvaCon
of
the
economy
and
social
innovaCon.

8. Transformation narratives.
Real and non-cosmetic nation branding is a human process that combines
local culture and values with historical facts in a non-objective way. Local
communities and territories identify themselves with a certain set of values
that can be found in historic facts but many other values and facts that could
also be interpreted as part of their local identity are left aside.
Identity building is therefore an evolving process that can be positively or
negatively channeled through collective action.
Those cities and territories who have been able to associate themselves with
a positive narrative of transformation are more resilient and socially
sustainable, even more competitive. Those who have allowed a negative
narrative about themselves to emerge face much more serious problems to
deal with the current global challenges.

9. Basque narrative
In the late 1970s, the Basque Country was emerging from a period of forty
years of dictatorship in Spain that had repressed all expressions of a
millenary Basque identity and culture.
At that time, the Basque Country was suffering a major economic crisis, with
unemployment rates above 30% and its international image directly
associated with violence and political conflict.
Despite all these challenges, Basque People have been able to transform itself
radically leading the international rankings of social protection, health,
education and balanced income per capita during the last decades. Today,
Basque companies are present worldwide and Basque culture: language, art
and specially gastronomy is associated with modernity.
The Basque experience offers the key elements to generate a new global
approach towards sustainable development transformation. An ancient way of
doing things innovatively.

10. How to cook a sharing platter
1st phase: 1980s “Learn to compete”.
2nd phase: 1990s “Learn to compete and
cooperate” Public/Private partnerships.
3rd phase: 2000-2010 “Learn to innovate in
cooperation” A new ecosystem for social innovation.

11. Collaboration with Croatia

12. Eskerrik
asko
@GEspiau