“KM 0” is a branding initiative to promote local sourcing. It brings together stakeholders from the entire chain of actors involved in the production, processing, sales, marketing and consumption of fisheries products from the Minho Lima area.

This project aims to promote local sourcing through the branding of local products and awareness-raising of the role of the different actors along the products’ supply chain. As well as providing end users with better knowledge and information on local products, the project also works on strengthening links between restaurants, chefs, fishermen and other primary producers in the area and enhancing their market opportunities. The development of the brand, “KM 0”, started by developing a traceability system with a quality charter for a number of products from Minho-Lima. The brand identifies quality foods produced close to local consumers. To attract the initial interest of the public and other regions, a launch event was organized, bringing together local producers and famous chefs as well as Spanish and French delegations of catering professionals to discover the products and learn how to prepare them. The event covered a wide array of local products, from wines to dairy products to pastries, and offered a specific workshop for local seafood products. Six other events of this kind, two gourmet itineraries and a presence in the local and online media are amongst the tools being developed by the project to attract visitors and professionals. In parallel with this outreach strategy and the brand development, a third action seeks to work on the image of these products and the conditions in which they are sold or consumed. By supporting the refurbishment of sales counters, backed by promotional material, in sales outlets and restaurants which join the KM 0 initiative, product marketing is harmonized, providing a clear and coordinated message to consumers on the benefits of purchasing local products branded Km 0.