1.2 DESCRIPTION - General theme: (Maximum 1 page)

According to its promoters, the EU Tea Cultural Route is consistent with the spirit and lines drawn by the European Institute of Cultural Routes, whose aim is to strengthen unity between its members through culture, while promoting the unity and diversity of European identity. For new generations, awareness of a common European identity and values remains essential. This heritage as a reflection of history must be promoted in order to identify these values and find the links between the different regions and cultures.

The route "EU Tea Cultural Route” covers all tea regions of Georgia, Italy, Germany, France and it tells the history of the development of tea culture in Europe and its importance in both local and international markets. The participants of the route are: European BIO tea companies, Associations, tea houses and museums, which will tell their stories and offer a variety of services to the visitors: tasting of several types of tea, storytelling / historical excursion, getting acquainted with the picking and processing process, cultural tea events and etc. The general target group is aged 25-50, people who are financially doing well and want to know where their food and beverages come from and are interested in new approaches. Cultural, organic, “farm to table” and nature-friendly approach lovers, not necessarily tea fans.

On the other hand, it should be noted that the advantage of Georgian and EU tea compared to other countries' tea is that it contains small amounts of tannins, which is why it has such a gentle and soft taste. Tea, like wine, has a high and low tannin content. The first is astringent, the second - soft. Our tea plantations are located in the north, which gives it different properties. We only pick tea for six months, and then winter comes, so our tea is less harmful and does not need chemicals. Due to this, Georgian and EU tea is ecologically clean. Because of that it has always had its customers.

The “EU Tea Cultural Route “ is managed by a homonymous Association composed of representatives from France, Italy, Germany and Georgia. The legal address of the Association is Georgia / Imereti / Samtredia / Etseri. In addition, it should also be noted that Georgia is the homeland of wine and we have just started producing "wine tea" in our country, which will help to connect and develop these two cultures, Also because of this project I hope we will collaborate with a cultural route's network of European historic cafes in the future.

Definition of the cultural route (explanation of the theme, its scope, its aims…)

The implementation of the EU tea cultural route will be important from the economic, cultural, educational and political point of view.

In the first case it follows: o Increase interest in the field; o Encourage BIO production;

o Development of medium and small businesses in the regions. o Attracting foreign investment oDevelop a diversification and efficient supply chain. o Modernization of farming activities.

o Increase in the number of tourists;

In terms of education: No matter how much we talk about the possible economic consequences, we must understand that it would not be possible without qualified people, because "the greatest wealth of nature is human”. It is very necessary for everyone to understand the importance of agribusiness for our countris and the fact that "this is also a top league, but a different sport."

As for the cultural point of view:

o Strengthening cultural relationships with tea producing countries;

o It will foster the rehabilitation of the Lao Jin Zhao House-Museum and Tea House

o Attracting interested young people and creating qualified staff;

o Development of the European tea culture

o Basic agricultural infrastructure, including cultural Roads leading to heritage sites and related infrastructure Improvement; o Exchange information with foreign colleagues;

From a political point of view: I think, this project gives us an opportunity to start new cultural-economical relations with the Abkhazian people.

The story of Willie Brandt and Egon Barr in their book („Das musst du erzählen“) gives us an opportunity to find interesting parallels between Germany And Georgia. Their formula is "change through approximation" and "small steps" that ended with the unification of Germany really deserves the attention of our society.

The Korean Peninsula Peace Green Tea, developed in Korea, played a role in maintaining peace between North and South Korea and I hope Georgia will receive research results from Korea's Professor Brian Park. On the other hand, I am involved to implement YPS (Youth, Peace and Security) resolution of United nations that identifies five key pillars for action: participation, protection, prevention, partnerships, and disengagement and reintegration, also last year I was a one of the main participant of Governmental competition – “Youth for peace”

Very interesting is the example of one of the symbols of freedom, Coca-Cola, which has magically connected Indians and Pakistanian people. Between two Countries, where military confrontation has been going on for decades, Coca-Cola has installed sensitive devices that directly show what was happening with the devices located in another country and People approached with one touch of their hand those who were standing behind the screen.

It was such human, fabulous and emotional news that made Coca-Cola a factory of happiness, a symbol of freedom and a brand that was loved by all over the world.

If it would be decided for tourists to visit the occupied territory of Abkhazia from Georgia, they will provide a lot of interesting information to the Abkhazian people about the "tea painted country" and the people living there. We hope that this project will contribute to a more in-depth assessment of the issue and a wider discussion, taking into account this historical and international experience.

Historical and cultural context of the route’s theme (beginnings, historical development, influence on European history and heritage):

The theme of the “European Tea Cultural Route » - Tea and its production – fulfils all the criteria required for the creation of a Cultural Route of the Council of Europe. The production of tea clearly represents a common historical, cultural and heritage value for European countries. Over the years, the production of tea has been a fundamental activity for human survival and during the period of industrialization, tea consumption has been responsible for the building and evolution of contemporary societies.

All the departments and regions that are part of this Route have experienced from the middle ages a continuous tea production, of which there are many sightseeng and outcomes, such as machines, workshops and factories, statues and all the tea architecture, as well as a whole heritage integrating social, artistic and intangible aspects.

According to historical sources, tea appeared in Georgia in 1770, when Catherine II gave Erekle II a samovar and tea pottery as a gift. There is an opinion that the first tea bush, which only had a decorative purpose, was planted in the yard of Gurieli itself in 1809. The first introduction of tea bushes took place in 1847, when tea seedlings were transplanted to Ozurgeti for acclimatization. The history of tea industrial production in Georgia started by Alexander Popov in 1893, when plantations were arranged with the help of Chinese specialist Lao Jin Zhao in Chakvi / Adjara.

In 1899, Georgian tea produced by Lao received the award for the best quality at the Paris exhibition.

In 1963, the first tea picking tractor was created in Georgia in 1963 by prof. Shalva Kereselidze and about forty years ago, Georgia was one of the biggest tea producer countries in the world and then in early 90’s all of a sudden it collapsed completely, but the development of the tea sector started again in 2015 and new producers appeared in all regions.

EU - Turin and the Waldensian Valleys throughout the 18th century, the Waldensians lived in the territorial limits established in the 16th century, called the Alpine Ghetto, in the province of Turin, particularly Val Pellice, Val Chisone and Val Germanasca, where they were marginalised and subject to discriminatory legislation that made them second-class citizens like the Jews in the city ghettos. Every year on 17 February, they celebrate the civil and political freedom obtained on 17 February 1848, at the behest of King Carlo Alberto, through the Letters Patent. In recent years, this date has taken on a broader significance: religious freedom, political freedom, freedom of thought and etc...

On the night of 16 Feb, many beautiful bonfires are lit in the valleys, as they did that night to communicate the news among the villages. Cooking and tea in Waldensian culture Waldensian cuisine has been influenced by their history. Initially with France, then from the end of the 17th century with Central Europe, then Switzerland, Germany, Hungary and at the beginning of the 18th century with the Dutch dynasty of the Orange, and later with English culture thanks to their travellers such as William Stephen Gilly (1789-1855) and later by the English general and benefactor Charles Beckwith (Canada1789- Torre Pellice 1862).

Moreover, directly or indirectly, the productive and commercial activity integrated the tea producing communities in an interregional, or even international/European space. Therefore, the theme of this Route reflects this concern to know and reveal the importance gained by the tea production over the years, to promote this heritage consisting of sites and objects, but also of gestures, knowledge, memories and myths, strengthening the unity between its members and contributing to the strengthening of a common European identity.

Has the route developed criteria for the selection of new network members?

Requirements for beneficiaries: First of all, they must have a story that sets them apart from others (Make your story, sell your story), "Farm to table" concept, interested persons will be able to visit tea companies and taste on the spot, with the help of various applications and sites. They also need to use international production standards, take a social responsibility, have a BIO-certificate and adequate infrastructure for visitors.

Has the route developed a mapping of potential members? Please describe

Before the covid-19, Every year, more than 300 million agro, hiking and adventure trips were made in the world, and only 20% of these travelers use the services of tour guides and companies, while 80% prefer to travel independently.

That’s why, after the certification, we first integrated this route in the applications (Cultural routes Georgia and Biliki), which makes it very easy for tea lovers to quickly and easily find the locations they want and plan the appropriate trip.

It should be noted that with the project of Georgian Tea Online Platform, In the summer of 2021, I won the Start up Week organized by Start up Grind and USAID, which is another important tool for mapping and correct information and then also from the EBRD program, there is an opportunity to finance a warehouse and to create a tea e-commerce platform, that will be based on the “Farm to table” concept.

In order to increase the awareness and credibility of European tea in different cities, we are cooperating with Tourism Development Centers, Airports and other important institutions.

Use of technologies of the future is a priority for us and that’s why a few months ago we did virtual tours of the tea factories and plantations and now we are working to add QR codes on our products, which will make this project more complete and diverse.

For now we have a lot of international app and web-site (Airbnb, Booking and etc..), also it should be noted that girls from Latvia are working to create a new tea app – “TEA TEA ME App” which will be another additional tool for travelers.

2. CONFORMITY WITH ELIGIBILITY CRITERIA FOR THEMES 

2.1 EUROPEAN VALUES

a) Is the theme representative of the values of the Council of Europe, and if so how?

We are strongly committed to the values and principles of the CoE Cultural Routes Program and we are planning to initiate a EU tea cultural route for its certification, in order to become actively engaged in this program and cooperate with member states.

Art and Tea offer fruitful dialogues between Asia and Europe - Leisure experience through cultural culinary customs. Destination marketing and labeling of the region. Fascination for tea ceremony is used as a selling point by cafes, restaurants, museums and cultural events.

Tea is a very important part of European and USA movies and musics, For example:

 Films: - Tiflisi, The crown, A Beautiful Mind, winter's tale, The lucky one, Queen Charlotte, Ford V Ferrary (That calls for a nice cup of tea) and etc ;

 Musics: - Eminem – Stan, Nathan Evans – Wellerman, Tea and sweets, Drink Georgian tea, Gruppe "Kreis" - Grusinischer Tee, The Tea Song - by Yorkshire Tea ;

●Also from the EU tea culture should be noted the British tea culture, which can be clearly seen from their films. For example, my favorite "peaky blinders" - "I am a man who drinks tea" -by Tommy Shelby, also The Chronicles Of Narnia, when Tumnus play a Narnian lullaby and Lucy Pevensie drinks tea.

●We have "Green Gold'', but in order to develop this field we need unity and wide involvement of public-scientific circles, cultural-educational, state, non-governmental or business sectors and also one of the great way is a Crowdfunding campaign, with the concept of "Tea is a forgotten treasure of Georgia and EU", which derives from the mythology of the Argonauts and the Golden Fleece.

● Also very interesting and important is the role and influence of tea on world politics and history and first of all, it should be mentioned The Boston Tea Party, which was a political protest that occurred on December 16, 1773, when American colonists dumped 342 chests of tea into the harbor. It showed that Americans wouldn’t take tyranny sitting down, and rallied American patriots to fight for independence.

In our case, one of the crucial moments of the “Rose Revolution” in 2003, was when the next president Mikheil Saakashvili drank the tea, which was left by the previous president in our parliament and from this revolution accelerated the European integration of our country and other post Soviet countries.

Also it should be noted that between the certified routes by the EU cultural routes program we have many interesting and thematic projects (wine, olive, historical cafes routes and etc.) and based on this experience our involvement and contribution will be fruitful for further development.

b) Does the route put into practice the principles and values expressed in the conventions of the Council of Europe and other international organisations, and if so how?

After the certification of the Georgian tea cultural route at the local level (by the end of 2019) and tenth Annual Advisory Forum of the Council of Europe, we directly or indirectly are trying to protect European values and International conventions in order to protect our heritage.

It should be noted that the UNESCO award for East Frisian Tea Culture (Germany / 2016), which is another statement from us, that we are a very responsible and committed team.

Also as you know Italy and France are the oldest members of those International organisations and they have huge experience on how to implement and protect these rules.

So, therefore we have a great opportunity in order to initiate and integrate the route with the cultural routes of the Council of Europe.

I participated in the International Conference Creative Tourism, Regenerative Development, and Destination Resilience, co-organized by the Centre for Social Studies of the University of Coimbra, the Azores Tourism Observatory, the University of the Azores, and the GISU Alliance, and held on 8-10 November 2022 at the Arquipélago – Contemporary Arts Centre, in Ribeira Grande, Azores, Portugal, where I presented the paper Georgian and EU tea cultural route.

2.2 RESEARCH AND DEVELOPMENT

Co-operation in research and development is one of the most important activities undertaken by the “Tea Cultural Route”, which has created a platform of WG ITT (Working group on international tea tourism).

Within the framework of this cooperation platform, there are international scientific members, composed of different types of tea researchers, who have carried out studies on the production of tea in the different regions of the Route from the Middle Ages to the present day.

European and International partners - Protea Academy APS, Association “Tea grown in Europe”; European Tea Culture Research Circle, Tea Masters Cup, Tea and Coffee Association; FAO and also WG ITT (international working group on tea tourism).

 Also we have full support from Georgian Government - MINISTRY OF EDUCATION, SCIENCE, CULTURE AND SPORT OF GEORGIA; MINISTRY OF ENVIRONMENTAL PROTECTION AND AGRICULTURE OF GEORGIA; GEORGIAN NATIONAL TOURISM ADMINISTRATION; Ministry of Finance and Economy of Abkhazia; Agrarian Committee; Ministry of Agriculture of Adjara; Enterprise Georgia and etc.

It is important to point out that one of the first tasks undertaken by the scientific members is to further develop and validate the criteria for widening the “Tea cultural route”.

The existence of a scientific members will also enable co-operation to develop European values, as part of its research into the history and heritage of the tea industry in the different regions along the Route.

The production, trade and use of tea over the centuries is one of the major European themes, and the research to be carried out by the scientific members will make it possible to bring together and systematize a set of knowledge that has been scattered over the centuries.

The network of the “Tea cultural route” provides a solid basis for increasing the range of cultural tourism products, thus contributing to the sustainable development of the concerned regions

Also I participated in the International Conference Creative Tourism, Regenerative Development, and Destination Resilience, co-organized by the Centre for Social Studies of the University of Coimbra, the University of the Azores, and the GISU Alliance, that held on 8-10 November 2022 at the Arquipélago – Contemporary Arts Centre – Azores / and I presented the paper Georgian and EU tea cultural route.

On June 23 / 2023, I will be a speaker at the international conference "Organic Agriculture and Agroecology" that will be held under the organization of "Elkana"and my topic is an example of Bio tea and the EU tea cultural route.

We are strongly committed to the values and principles of the CoE Cultural Routes Program and we are planning to initiate a EU tea cultural route for its certification, in order to become actively engaged in this program and cooperate with member states.

2.3 EUROPEAN MEMORY, HISTORY AND HERITAGE

Is the theme representative of European memory, history and heritage, and if so how?

Tea is the product of the greatest culture and traditions, towards which many countries, including Georgia and EU countries, have special feelings and attitudes.

Tea as a theme is clearly representative of European history, memory and heritage, contributing to the interpretation of the diversity of the present Europe. The importance and the scope of tea production has left an indelible mark on the history, memory and landscape of the European continent, which finds here one of its best forms of representation.

From EU culture, it should be noted the book "Landscape Painted with Tea '', which is written by Serbian writer Milorad Pavic. We would like to use this title for our project and also, a new book "European Tea Culture and Hospitality" will be published in the near future by the European Tea Culture Research Circle.

The tea industry, to a greater or lesser extent, has affected all European countries and has produced a tangible and intangible heritage which, despite the specific features of the various regions, has contributed to the creation of its own cultural identity.

Through its tea-related heritage resources, organized into 3 main sections (Tea picking , production, and trade), the “EU tea cultural route” explains the historical importance of the tangible and intangible heritage of this activity, in its multiple diversity, as well as the traces left in the different regions.

Because of their historical and heritage importance, the sites and monuments that make up the Route have to be well protected by the conservation policies of the countries and regions in which they are located, which respond to the needs of restoration, protection and improvement, landscape and spatial planning.

It is a new project and therefore the heritage-related maps, conventions, recommendations and work of the Council of Europe, UNESCO and ICOMOS are not taken into account, but I hope very soon, after the certification we will start cooperation with them.

2.4 YOUTH INVOLVEMENT

Has the theme led to cultural and educational exchanges for young Europeans, and if so, how?

There is no doubt that the “Tea cultural route” is an excellent platform for cultural and educational exchanges for young Europeans. The participation of young people in the visits to the different sites of the Route leads to sharing experiences of great cultural and educational importance, contributing to a better understanding of the concept of European citizenship.

The great potential of the Route as a platform for cultural and educational exchanges must therefore be much more explored, which requires a strategic approach. The Route can easily achieve this objective by mobilizing its members, providing effective cultural and educational exchanges for young Europeans.

Therefore our programme will intends to introduce an international plan for raising awareness among young people. This international plan will be part of the project for the restoration of the tea historical paths, in coordination with European solidarity corps, Erasmus+, government, national and international organizations.

At the 2019 Economic Forum, the Minister of Agriculture, named the problem of qualified staff and access to financial resources as the main challenge, but, unfortunately, agro faculties are being completed in Georgian universities. ( I have been the last student of agribusiness at Kutaisi State University).

Fortunately, it should be noted, that in 2022 my company "Tea Country" became the winner of the TBC Start up Program and within this program, Free University business students (50 students) created a Georgian tea marketing strategy.

It is also important to note that through the mentoring of the Erasmus + project "Journey" (which is about rural entrepreneurship), we will have direct access to an international educational platform and leading experts in the field, through which we can share our experiences with each other and use new approaches.

2.5 CULTURAL TOURISM AND SUSTAINABLE CULTURAL DEVELOPMENT

Is the theme at the origin of alternative tourism and sustainable land use initiatives? If so, how and where?

As a cultural tourism Route, the “Tea Cultural Route” seeks to develop activities that ensure sustainable cultural development, either by disseminating its heritage to the entities and communities of the different regions that integrate it, or to the general public interested in visiting its different centres. Although not systematically, the “Tea cultural route” explores the links between middle ages heritage and contemporary culture, especially through the museum dedicated to the life and work of local people.

Another importance and priority of the EU tea cultural route is that it is harvested for six months, which allows visitors to engage in this process throughout the whole season. Tea-producing regions, combined with tea production and cultural tourism, can become attractive to visitors, which gives rise to a new, evolving concept of tea tourism in Caucasus and EU countries.

The advertising posters of products manufactured by the EU tea industries, some of them of high quality, also make it possible to understand the evolution of this artistic activity, from its beginnings to the contemporary era. Within the framework of our programme, annual tea festivals and several initiatives (digital photo competition, VR and etc..) are also being considered with regard to contemporary cultural and artistic practice.

Millennial and younger consumers in Europe are looking for experimental teas that offer unique flavours and story, that’s why we have created a variety Georgian tea menu, and after that, based on the ‘farm to table’ concept, we started the project "Georgian Tea in Tea Houses" and “Literary tea, Which means that we are going to draw pictures on tea cups, which should all be related to European literature. The different members of the Route also develop cultural tourism strategies in collaboration with various institutions and companies in the tourism sector. The aim is to create specific tourism products that can strengthen the supply offered by the Route.

2.6 TOURISM PRODUCTS

Is the theme the object of tourism products created in partnership with tour operators for different audiences, including schools?

Of course our aim and willingness is to create and develop different touristic products and turn them into services, which will be attractive for visitors. For example, in Georgia - ccording to the initial data, the route will start from the house-museum of Lao Jin Jiao in Ajara, Chakvi, where the visitor will get comprehensive information about tea culture and tea making in Georgia. Then the route will move to the tea factories or different companies in Guria, e.g. At the four locations where there is already readiness to receive tourists interested in this route. (Anaseuli Factory, Natura Tea Company, Komli, Bakhvi Tea). They will also get to know the premises of Anaseuli Tea, Scientific Research Institute of Subtropical Crops and Tea Industry, Tea and Subtropical Crops Research Service and Laboratory, where tourists will get complete information about the development of the tea industry, its further development. Restoration of rehabilitation and prospects.Here they will visit the unique dendrological park, get acquainted with the promising varieties of tea and other crops, tea tasting will be organized.

Then the route will continue to Samegrelo where tea lovers will visit the Dadiani House Museum, Botanical Garden and café “Aq dadian”, where they will be able to taste different types of Georgian tea. They will also get acquainted with the history and cultural heritage of Samegrelo. Martvili tea and Megrelian tea producers will be visited in Martvili.They will get acquainted with the activities of the Tea Producers Association and tea tasting will be organized. Here they will visit Martvili Canyon, and then, in Tsalenjikha, they will visit the plantations of the company "Lazi", the tea factory and the unique Enguri dam, and from there, if they wish, they can also visit the unique lakes of Tobavarchkhil. From Samegrelo, the route will continue to Imereti, where the seekers of green gold will have the opportunity to taste different types of tea and meet the demands of mountain and fun-loving people as much as possible. Also in Kutaisi they will have the opportunity to visit tea houses and learn about our ancient culture and traditions.Finally, the route will end in Tbilisi, where tourists will visit tea houses, they will taste the best tea brands of Georgian and foreign countries, learn about the culture of brewing and drinking tea, and buy souvenirs. Based on the international researches I am sure we have a huge potential to develop this concept throughout Europe and Finally European tea culture will become special and different from others. 

Information about the European tea countries: Germany, Italy, France and other countries... Our new book - "European tea culture and hospitality"

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