potentials typical albanian products & tourism promotion

POTENTIALS TYPICAL ALBANIAN PRODUCTS & TOURISM PROMOTION Rapid Assessment

DR. SHKELZEN MARKU Development Consultant

Tirana, April 2012

Potentials typical Albanian products & tourism promotion

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TABLE OF CONTENTS

I. INTRODUCTION 4

1.1. Tourism in Albania 4

1.2. Objectives and the methodology of the study 5

II. RESULTS OF DESK REVIEW 8

2.1. Brief review of EU experience 8

2.2. Potentials for introduction of quality signs in Albania 10

2.3. Albanian legislation on typical products 11

2.4. Potential Albanian typical products 12

III. RESULTS OF THE SURVEY 17

3.1. Results of the structured interviews 17

3.2. Results of the open interviews 30

3.2.1. Kallmet wine - Region of Lezha and Shkodra 30

3.2.2. Olive oil – Coastal are of Vlora and Saranda 36

IV. CONCLUSIONS 39


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LIST OF FIGURES Figure 1. Packaging label of Shllaku (Malesi e Madhe) garlic products .................................................................................... 13 Figure 2. View of Permet Gliko jars produced of various fruits from Permet region ............................................................... 14 Figure 3. White cheese produced in Gjirokaster ...................................................................................................................... 14 Figure 4. Bottle of Raki Skrapari produced by the distillery of Yzedin Naço “Çorovode, Skrapar ............................................ 14 Figure 5. Bottles of high quality Kallmet wine produced by “Arberi” winery in Mirdita .......................................................... 15 Figure 6. Bottle of high quality wine produced by Çobo Winery, Berat ................................................................................... 15 Figure 7. Fresh and processed olives coming to the Tirana market from various areas of Albania ......................................... 15 Figure 8. An old olive tree in Tirana ......................................................................................................................................... 15 Figure 9. Presence of certificates on tradition products (in %) ................................................................................................ 17 Figure 10. Presence of certificates on tradition products (according to products) .................................................................. 18 Figure 11. Producers’ opinion on the safety of their products ................................................................................................. 18 Figure 12. Producers’ opinion on the safety of their products (according to products) .......................................................... 19 Figure 13. Producers’ readiness to accept visitors ................................................................................................................... 19 Figure 14. Producers’ readiness to accept visitors (according to products) ............................................................................. 20 Figure 15. Producers’ readiness to organize degustation of their products ............................................................................ 20 Figure 16. Producers’ readiness to organize degustation of their products (according to products) ...................................... 21 Figure 17. Presence of selling places of any type ..................................................................................................................... 21 Figure 18. Presence of selling places of any type (according to products) ............................................................................... 22 Figure 19. Presence of online sales .......................................................................................................................................... 22 Figure 20. Presence of online sales (according to products) .................................................................................................... 23 Figure 21. Location of product distribution .............................................................................................................................. 23 Figure 22. Location of product distribution (according to products) ....................................................................................... 24 Figure 23. Types of product distribution .................................................................................................................................. 24 Figure 24. Types of product distribution (according to products) ............................................................................................ 25 Figure 25. Participation in fairs and festivals ............................................................................................................................ 25 Figure 26. Participation in fairs and festivals (according to products) ..................................................................................... 26 Figure 27. Presence in business catalogues ............................................................................................................................. 26 Figure 28. Presence in business catalogues (according to products) ....................................................................................... 27 Figure 29. The programmes/projects’ support ........................................................................................................................ 27 Figure 30. The programmes/projects’ support (according to products) .................................................................................. 28 Figure 31. Satisfaction of oil producers with programs/projects’ support ............................................................................... 28 Figure 32. Satisfaction of wine producers with programs/projects’ support ........................................................................... 29 Figure 33. Tourism support and linkage to olive oil ................................................................................................................. 29 Figure 34. Tourism support and linkage to wine ...................................................................................................................... 30 Figure 35. Proposed kallmet wine production areas to be targeted by the project................................................................. 30 Figure 36. Bottles of red wine produced with kallmet grape cultivar by Arberi winery, Mirdita ............................................. 35 Figure 37. Areas of olive production in Albania ....................................................................................................................... 36 Figure 38. Proposed olive oil production areas to be targeted by the project ......................................................................... 36 Figure 39. Bottles of olive oil produced by Gjikondi company, Vlore ....................................................................................... 38

Table 1. The main characteristics of Kallmet grape cultivar ..................................................................................................... 32


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I. INTRODUCTION

1.1. Tourism in Albania1

Home to beautiful virgin beaches, snow peaked mountains, plethora of biological diversity,

rich archaeological heritage, colorful culture and heart-warming generosity; Albania has got

it all. The Republic of Albania, as it is officially called, is a small country situated in South-East

Europe. Tirana is the capital of Albania and is the most populous and financial centre of the

country. The country has also got worldwide recognition, being the birthplace of Mother

Teresa and local historical icon, Skanderbeg.

Albania is blessed by nature, with the Dinaric Alps and Pindus Mountain Ranges, Ionian and

Adriatic Seas, Lakes Ohrid and Shkodër, diversified forests (with almost 3000 types of flora

and many endangered animal species) and a Mediterranean climate. All this, including many

ancestral monuments and sites and a warm welcoming culture, has made Albania one of the

most sought-after tourist destinations in recent times.

As the climate is relatively mild throughout the year, tourists can enjoy visiting the country

all year round; but the country is covered with beautiful blooms in spring and fall making it

the best seasons to visit. The tourists can enjoy many outdoor activities like mountain

climbing, fishing, kayaking, trekking, etc. There are also many national parks in Albania,

offering a rich flora and fauna treasure. Nature enthusiasts can find birds like Golden eagle,

Dalmatian Pelican, animals like lynx, gray bear and endangered species like European sea

sturgeon, Pygmy cormorant, and a variety of other species in these national parks.

Witnessing two major ancient civilizations – Roman and Greek, Albania has many

archaeological sites and monuments, some as old as 7th century, a treat for history lovers.

For the urban buffs, Albania offers a vibrant nightlife with many nightclubs, pubs and discos

along with theatres, musicals and movie shows. The country is also famous for its great

cuisine and as the Albanian people are known to be foodies, there are number of good cafes

and restaurants scattered throughout the country.

Tourism in Albania is characterized by the archaeological heritage from Greek, Roman and

Ottoman times, unspoiled beaches, mountainous topography, delicious traditional Albanian

cuisine, Cold War era artefacts, unique traditions and hospitality, and the wild and peculiar

atmosphere of the countryside. Although still underdeveloped, tourism has seen an

impressive increase in recent years. Lonely Planet ranked Albania as the No.1 destination to

1 For more information visit “http://www.albanian-tourism.com/the-country/overview.html” and

“http://en.wikipedia.org/wiki/Tourism_in_Albania”

http://www.albanian-tourism.com/the-country/overview.html

http://en.wikipedia.org/wiki/Tourism_in_Albania


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be visited in 2011. Albania was ranked fourth in MSN Travel's 2012 Hottest Destinations. In

addition, Albania was chosen as one of the top destinations for British tourists travelling

during the 2012 Queen's Diamond Jubilee. In August 2011, American actress with Albanian

origin Eliza Dushku visited Albania to film a promotional documentary on her father's

country of origin with a crew from the Travel Channel and Lonely Planet. In fact, a watershed

moment in tourism promotion was the publication of promotional videos on major global

news channels.

The bulk of tourists coming to Albania is made up of Albanians coming from Albania, Kosovo,

Macedonia, and expats from Greece, and Italy. These prefer mostly beach tourism, while

rural tourism is slowly gaining popularity. Foreign tourists mostly come from Eastern Europe,

particularly from Poland, and the Czech Republic, and also from Western Europe such as

Germany, Italy, France, and Scandinavian countries. They tend to visit alpine settings though

beach tourism is also practiced. Backpackers are common and prefer resting at the many

hostels in Tirana, or camping in the countryside or along the coast. Organized groups mainly

visit the numerous archaeological sites and historic towns. A growing trend has become

rafting in the many canyons, cycling, hiking in the mountains, or cross-country off-road

touring in the countryside. The latter can also be explored through the adventurous Albanian

railway system. Recently, car rental agencies and information centers have opened branches

in Tirana International Airport, in the capital and other towns. Dental tourism has become

popular as local dentists offer Western standards with much lower prices. Local delicious

cuisine can be tasted at traditional Albanian restaurants located near tourist attractions and

scenic spots throughout the country.

However, tourism is hampered by local management issues such as poor (but rapidly

improving) road and public utilities infrastructure, illegal construction and hunting, etc.

Recently, some coastal and mountainous roads have been reconstructed, while the local

private sector and foreign donors are heavily investing in accommodation and renovations at

historical sites. Albania now caters to all kind of tourists, whether it is backpackers, historical

lovers or the urban travellers and has rightly been dubbed the "New Mediterranean Love".

1.2. Objectives and the methodology of the study

This study is prepared in the context of the EU funded project: “Integrated actions to

promote sustainable tourist development - TUR.GRATE 2” that is being implemented in

Albania, Montenegro, Italy and Greece.

Within other activities the project includes and analysis of cross-border typical productions

and information-exchange among partners. This analysis will be realized on both existing

publications and partners needs and indications. Each partner will identify a group of typical

products, creating a deep analysis of processes, characterizations and commercial


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potentiality, following a common scheme of analysis. The exchange of information between

partners will create a deepening of cross-border dimension, also to identify similarities and

differences between similar productions. A report will summarize these analyses, with final

chapters on a comparison between cross-border typical productions in the different

Countries.

The objectives of the study are to: (i) make a quick analysis of the situation of typical

products in Albania; (ii) identify a group of typical products that are closely linked to the

tourism activities and destinations, and; (iii) characterise these products in terms of

production and marketing processes.

The methodology used for this research was based on: (i) a desk research; (ii) a field research

involving semi structured interviews with key resource persons; and structured interview

with business owned and/or manager of the identified local products.

Desk research included identification and review of Albanian legislation about typical

products and various data, information and reports prepared by various institutions about

the subject, such as the Ministry of Agriculture Food and Consumer Protection, Mountain

Area Development Agency, Foundation Partnership for Development, UNDP, etc. This phase

helped prepare the questionnaires that were used in the subsequent phase of the study.

The field research involved realization of: (i) semi structured interviews were carried out

with the representatives of various national and local institutions and individual specialists

to identify potential typical products that could be analysed further and collection of various

information and data about the identified products; (ii) assessment of these products

according to the EU practices/scheme for identification of local typical products; and (iii)

implementation of structured interviews with owners of businesses that produce the

selected typical products. The results of the interviews were processed and analysed using

“Excel” based “Data Analysing” tools and presented in the report in the form of figures and

summaries of results.

In box 1 are listed the main elements/characteristics used to review and select the local

typical products. For each of the regions are identified some products that fulfil a list of

criteria’s that we have retained for analysing the local products of these areas.

Box 1: Main elements considered for selecting typical local products Marketing: The product sold may be at varying scales, ranging from simple distribution to

large producers, through the small markets. Production levels are noted, but they can be

indiscriminately from a few kilos to several tons.

History since the product is traditional; the notion of time is obvious and strong. The attention brought to its historical depth can sometimes date the product will be the


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separation of the product under a marketing policy of a firm, often sounding old or local reference and the product end of history social group that gives birth. Local when a product is called a “self-named” that name is matched with specific place

geographically. The product will be assigned to this region for example “chestnuts from

Tropoja”, “cheese of Gjirokastra”, “Borshi oil”, “Kallmet wine”, etc.

Notoriety, fame of the product is linked to its coverage area may be limited. Local know how of the product will be applied at least at one chain of operation. It is this

link with that specific know-how that characterizes the regional dimension of the product.


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II. RESULTS OF DESK REVIEW

2.1. Brief review of EU experience

Geographical indications (GI), appellations of origin (PDO) and traditional specialties (TSG)

are important distinctive signs in the world trade economy. They comply with several

functions different from other intellectual property rights, namely trademarks, and are an

essential tool in the conquest of new markets. Appellations of origin, geographical

indications and traditional specialties in spite of being resources in a competitive world, and

this provided they are correctly regulated, are also important means to consumer

protection, quality assurance, conservation of the environment and to support of fair

competition and rural development.

As shown by the impact assessment studies regarding the awarding of e denomination as

PDO, PGI and especially as TSG is not an easy process. The main problem drivers by TSG as

identified by impact assessment studies are as follows;

At the time of its introduction, the TSGs scheme was completely new and unfamiliar

concept to the producers. In contrast to the GI scheme, which was introduced at the

same time and which was already in place at national level in certain Member States,

there is no link between the product and its origin.

It included the notions of ‘specific’ and of ‘traditional character' that were not

defined and consequently their elements were often used interchangeable. In order

to be registered, a name should be either ‘specific in itself’ or ‘express the specific

character’ of the product. The latter criterion has turned out to be problematic.

Registration provided for in paragraph 1 of Article 13 of the Regulation (EC) No

509/2006 would serve only to identify the agricultural product or foodstuff that

corresponds to the product specification. However, registered names may continue

to be used on the labelling of products not corresponding to the registered

specification, but without the indication "traditional speciality guaranteed", the

abbreviation "TSG" or the Community symbol. This option has been criticised on

several occasions as not offering real protection for the consumer and creating

greater confusion rather than removing ambiguities. Furthermore, producers failed

to understand how, when a name is registered, it would still be possible to find a

product on the market, sold under the same name as the registered product, but

produced in a different way.


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Registration provided for in Article 13(2) provides reservation of the name. Under

this option the name can only be used to describe the product made in accordance

with the specification, whether or not it bears the indication 'traditional speciality

guaranteed', the acronym ‘TSG’ or the EU logo. Reservation of the name can be

obtained if it is not shown that the name is used in a lawful, renowned and

economically significant manner for similar agricultural products and foodstuffs.

Experience has shown that the registration procedure takes a long time especially

when additional information relating to the specification is required or objections are

raised to the application. Another aspect raised by producers as being off-putting is

the objection process itself: being raised frequently and very often based on

competition considerations rather than fundamental (e.g. technical) reasons. It can

be argued that the administrative capacity needed for preparing a registration

application can be an obstacle, in particular in case of products that are produced by

a limited number and/or size of producers.

The cost of inspection that has to be borne by the users could represent a fairly

substantial item of expenditure, at least for small and medium-sized producers.

Therefore not tailored control requirements can be considered as one of the

disincentives for producers to submit registration applications.

Low awareness of the scheme can be observed by both producers and consumers. As

already pointed out, TSGs introduced completely new concept. The fact that it was

established and promoted together or at the same time as GIs explains the confusion

between those two concepts. In fact, many of the registered names denominate local

traditional specialities that more closely correspond to PGIs, being produced and

marketed in the limited areas.

Also the indication "Traditional Speciality Guaranteed" is complex. If scheme was to

be easily understood by consumers it should have conveyed a simple message of the

type ‘produced in a traditional way’. The complexity of the indication may explain the

limited use of it and/or logo on products in the market. This in turn leads to low

consumer awareness and thus low demand for registration of recognised traditional

specialities.

In this regard very similar EU quality signs for TSGs and GIs, though non-obligatory,

certainly did not contribute to raise awareness of or to promote TSGs. This implies

that only a limited added-value was to be expected from the use of TSG symbol and

therefore the scheme could hardly be used as a tool to differentiate the products.

For the reasons explained above, producers rarely opt for TSG registration as a tool

which would help them differentiate their products and to achieve better returns on

the market. That is even more often the case for the artisan small-scale producers


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and processors (SMEs) that presumably use traditional methods of production and/or

ingredients for their products that are marketed locally or regional specialities.

2.2. Potentials for introduction of quality signs in Albania

PGI, PDO, TSG are a quite new and unknown topic in Albania. However the EU integration

process necessitating the transposition of the acquis communautaire implies a growing

recognition and interest toward GI-s. Nevertheless, the will of GI qualification implies a

series of prerequisites. There is a need for a legal basis allowing registration and protection.

By the other hand the legal basis should also be accompanied by establishment of

institutions which will facilitate the implementation of the award of the above mentioned

definitions based on the law. From the SWOT came out that the number of interested

stakeholders producers as well consumers) especially for traditional specialties and of those

with well-known origin is growing. Here it is needed a better focused policy to support such

an activity.

The main identified products and services in our study In Albania originate from hilly

mountainous areas. It is rare for rural people especially those living in mountain areas to

exploit the market potential and reap the benefits. Furthermore these products face the

same the problems of the agribusiness sector is facing in the production, marketing and sale

of value and quality as follows; (i) weak communication infrastructure, (ii) inadequate

information, training and expertise in new agricultural technologies, (iii) lack of certification

and labelling of products, (iv) lack of marketing (v) lack of access to a wider market and (vi)

high transport costs

By the other hand the potential products from different regions in Albania that could be

designated as GI or TSG, traditionally face also the problems these are facing in the most of

other developed countries in order to get a better access to the market, either local or

international. In general terms speaking, actually it is difficult, especially in the remote

regions, in the regions studied to produce products designated as traditional in certain

quantities as a primary factor to get a better position in the export markets. Under this

aspect the hindering factors for that could be mentioned are; (i) very small and fragmented

farm size (4-5 plots), very slow process of land consolidation, still very weak cooperation

willingness, high competition of high value products versus conventional products, lack of

information, lack of institutions to support the designation gaps in the legal framework in

supporting the niche product development.

In addition, even the research activity in Albania in regard with the potential products to be

designated as TSG, PGI or PDO is very weak. By the other hand the tradition and the

orientation of the consumer’s is present. The consumer’s indeed ask for apples of Korca and


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Peshkopia, potatoes from Kukes, cheese from Gjirokastra, raki from Permet, olives from

Berati, olive’s Oil from Himara and honey from Tropoja etc.

Promoting quality linked to GI/TSG/PDO can support rural development. In this respect

governmental authorities at national, regional and local level as well as official bodies with

public duties or representing public interests have an important stake in insuring the

sustainability of the GI/TSG/PDO system framework especially when targeting initiatives at

the local level. Improve awareness by producers and other local stakeholders of GI/TSG/PDO

characteristics and potential by designing technical and socioeconomic programmes for GI

products characterisation, raising awareness for GI/TSG/PDO products in public

administration, supporting the involvement of the local actors and supporting the

establishment of GI/TSG/PDO local producers groups to discuss these type of quality signs

for their products and their link with the territory.

2.3. Albanian legislation on typical products

Albania is in the process of EU accession focusing in the Food and Agriculture Sector as

regarding quality improvement in accordance to EU requirements for food quality and

safety, and strengthening the position of producers in the national and international market.

In current Albanian legislation, the quality signs such as GI, PDO and TSG are protected

similar to the protection provided for trademarks and certified brands, based on the Law no.

9947, date 7.7.2008 “On industrial property”. More specifically are mentioned the GIs

(Chapter V. “Geographical indicators’’).

In 2008, it was prepared the Law on Food, No 9863, dated 28.1.2008. Two chapters of this

Law (Chapter VIII and Chapter IX) are related to the definition of the food origin and

geographic indexes (Article 32 Definition of the food origin and geographic indexes) and

“Traditional food product” Index (Article 33. the “Traditional food product” index). It is still

continued the preparation of by laws regarding this sector.

Several training programs have been organized with the support of different donors to

provide simple knowledge in the frame of SAA (different protocols), CE Regulation

(509/2006 and 510/2006) on Agricultural & Food Traditional Specific Products, obligation of

Albania Government to protect the domestic traditional products, main tools and simple

methods for evidence and registration of Agricultural & Food Traditional Specific Products,

preparation of pre list on Regional Agricultural & Food Traditional Specific Products.

The Ministry of Agriculture Food and Consumer Protection is now working in approximation

of the legislative framework of this sector with EU standards. In this context the Ministry is

has drafted amanedments also to the Law “On the Penal Code of the Republic of Albania’’

intending to include provisions to establish penal sanction for the infringement of the rights


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for geographical insdications. During 2012, the Ministry has plans to: (i) Draft the secondary

legislation on Geographic Indications and other quality signs; (ii) Prepare a list of all products

which has the potential to be registered as products of protected origin; and (iii) Draft a

Decision of the Council of Ministers for appellations of origin and geographical insications.

2.4. Potential Albanian typical products

A relatively wide list of potential products that could be included in the “typical product”

(TSG, PGI or PDO) schemes has been identified. Below we will present briefly the most

important ones:

Zadrima Honey. Zadrima, in northern Albania (Lezha district), has excellent conditions for

beekeeping and the practice is widespread among families, who gained their expertise

during the time of state planning. The Lezhe district beekeepers’ association is working to

ensure that the honey produced is qualitatively and commercially sound. That of highest

renown is the sage honey, which comes from two hill zones and is produced between mid-

May and mid-June.

Honey from Puke district. Produced in Puka region where the pure nature and the diversity

of medicinal herbs contribute to the nutritional values of the honey. These specifications

position the product well in Tirana and Durres markets.

Mountain honey (Tropoja/Korca). It has a good reputation throughout Albania. Honey

production is a solution for small mountain farms which don’t have any possibility to expand

the agricultural production and go to the market. The main objective of beekeepers is to

increase the shares to the internal market as well as to exports because the price for a

certified qualitative honey is almost doubled.

Chestnuts from Tropoja. Collected in Tropoja forests where the characteristics of the

Albanian Alps contribute to the freshness and special taste of the product (sweet). Certified

internationally as organic, these chestnuts have good potential to succeed in Tirana, Elbasan

and Durres markets as well as the international market.

Jufka (Pasta/Noodles) from Peshkopia / Diber. These are homemade pasta, a typical

product of Peshkopia region which is characterized by a traditional way of processing. The

artisanal work the cooking recipe and ingredients eggs, milk and flour provided in the area of

the cooking time is what ads value and gives a comparative advantage forward competitor

products Jufka from Macedonia, There is a high demand for this product in the Albanian

market Peshkopi, Shupenze, Tirane, Durres, Elbasan especially from the community of Dibra

region located in different cities.


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Goat cheese from Peshkopia / Diber. Produced in Peshkopia from a traditional race of goat

(Bulashi; originating from the region) which gives a special and unique taste to the cheese.

Very much preferred by consumers, as shown by the fact that the entire quantity produced

is already sold at the dairy-farm. The cheese from

"Bulashi" race of goats is recognised as having a

specific quality, and has been awarded prizes in

various competitions.

Garlic of Malesia e Madhe. Local variety of garlic

grown in Malesia e Madhe and supposed to have a

particular and well appreciated taste. It was

reintroduced and promoted by an Albanian NGO

“Permacultura”.

White potatoes from Kukes. A variety of potato characterised by a white colour (even after

cooking) and specific taste that is grown in Kukes region and well appreciated by most

consumers. It is often known as “country potato”.

Mushrooms from Reç (Malesia e Madhe) highly demanded and exported in France,

Mushrooms grow on the land created by the chestnuts in damp leaves and soil. These fungi

are white and are a potential export product but at the same time a lot of restaurants in

Tirana may be a very important market for this product.

Medicinal and wild herbs from the Albanians Alps. Wild Herbs (such as calendula, wild sage,

origan, parsley, etc.) for tisanes, medicine and cooking are found in every corner of Durres,

Tirana and other big cities. Herbs from the Albanian Alps are thought to have the highest

qualities (taste and medicinal properties).

Carp of Shkodra (“Tave Krapi Shkodrane”). It is well known overall in Albania and is cooked

regularly in the most of the restaurants in the Shkoder region.

Apples from Korce. The apples from Korce have a high reputation. 90% of fresh apples

consumed in Albania are imported. Natives varieties of apples from Korce are well

appreciated by consumers because (according to them) they are considered tastier and

juicer. As the amount of imported apples is very high and the consumer preference for

apples from Korce well known, usurpation is widespread.

Gliko (marmalade) of Permeti region. Type of jam made from the entire fruit, gliko is a well-

known and appreciated product. In the region of Permet, a variety of gliko is traditionally

made by women. The combination of the good quality, the varieties of fruits from this region

and the long tradition in producing gliko have made this product famous for consumers.

Figure 1. Packaging label of Shllaku (Malesi e Madhe) garlic products


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Figure 2. View of Permet Gliko jars produced of various fruits from Permet

region

Figure 3. White cheese produced in Gjirokaster

White goat cheese from Gjirokaster and from Permeti. Emblematic cheese of the Balkans,

the white goat cheese is a product found in every Albanian refrigerator. The white goat

cheeses of the two regions are particularly appreciated by consumers for their specific taste.

The particular mountainous pedo-climatic conditions and know-how have led to well

differentiated cheeses. The white goat cheese faces a huge competition in Albania.

Usurpation of the two names is widespread.

Dairy products from Karaburuni. Two varieties of sheep and goats: Black sheep of Dukati

and goats of Dukati give characteristic taste to the dairy products (such as goat and sheep

white cheeses). The Karaburuni shepherds association ensures the maintenance of the

varieties, the promotion of the products and organises competition of farm animals.

Raki of fruits from Skapar. As for the white goat

cheese, raki (Brandy) is an emblematic spirit found in

every house. Home made in almost every rural

household, there is a high demand for raki in cities. In

the region of Skapar, families make raki from fruits,

which is unique and famous. Most raki is made from

grapes, plums, apples and pears.

Fish production. Carp fish from Shkodra Lake is

cooked in a traditional way by local people. A

distinguished fish comes from Ohrid Lake named

Korani, which is ethnic specie, unique in the world for

the way it is cooked since the ancient times in

Pogradeci region. Albanian Lagoons’ productions are

high quality and very delicious Lagoon eels are of very

high quality and tasty and cooked in different

traditional ways.

Figure 4. Bottle of Raki Skrapari

produced by the distillery of Yzedin Naço “Çorovode, Skrapar


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Oranges from Sarande. According to street vendors and small shop sellers, oranges from

Saranda are the best. Hot and sunny summers in this extreme south district may explain

partly this better quality.

Albanian wines. According to Nasse and Zigori (1968) the best Albanian wine varieties are

Kallmet, Debine (red and white), Mereshnik, Mjaltez, Serine (red and white), Shesh i Bardhe

(red and white), and Vlosh The best wine producing areas are

around Berat, Korca, Tirana, Durres and between Lezha and Shkodra.

Figure 5. Bottles of high quality Kallmet wine produced by “Arberi” winery in Mirdita

Figure 6. Bottle of high quality wine produced by Çobo

Winery, Berat Albanian olives and olive oils. Olive production is an ancient crop and has become a long

tradition in Albania. This is reflected also on the Albanian cuisine, especially in coastal and

central regions of the country, where olives and olive oil are an important part the food diet.

Albania has a wide range of varieties located best in specific regions and giving the possibility

to produce various types of olive oil.

Figure 7. Fresh and processed olives coming to the Tirana

market from various areas of Albania Figure 8. An old olive tree in

Tirana


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Some cultivars are native to Albania. They are cultivated around their areas of origin and

have a limited diffusion outside these areas. According to a study on “RAPD genetic diversity

of Albanian olive germplasm and its relationships with other Mediterranean countries”[ ,

there are six major cultivars established in the six most important and antique areas of olive

cultivation: ‘Kalinjot’ (Vlora), ‘Kokerrmadh Berati’ (Berat), ‘Mixani’ (Elbasan), ‘Ulliri i Bardhë i

Tiranës’ (Tirana), ‘Krypsi i Krujës’ (Kruja) and ‘Kallmet’ (Lezhë-Shkodra).

http://it.mg41.mail.yahoo.com/dc/blank.html?bn=553&.intl=it&.lang=it-IT#_ftn1


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III. RESULTS OF THE SURVEY Based on the analysis of potential typical products presented above (desk review) and the

potential linkage with the tourism activities we have selected to products to implement the

rapid survey: (i) Kallmet wine, and (ii) Olive oil.

3.1. Results of the structured interviews

The following presents the results of the structured interviews which are summarized and

presented in the form of figures for each question:

Do you have certificate or something similar to prove that your production is based on traditional methods?

The majority of producers of wine and olive oil do not have yet any certificate proving that

their product if based on traditional practices/methods. However about 43% of them seem

to be interested and have either applied (13%) or are intending to apply (about 30% for

getting such a certificate. More than one forth (27%) of the interviewed persons seem to

think that they do not need such a certificate.

Figure 9. Presence of certificates on tradition products (in %)

The number of the persons interested on having a certificate seems to be higher within the

olive oil producers (about 56% for oil against about 30% for wine). In addition, the need for

having a certificate is better understood between the olive oil producers as compared with

wine producers (about 45% of wine producers do not respond to this question).


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Figure 10. Presence of certificates on tradition products (according to products)

Do you consider that your products are? The large majority of producers consider their products as absolutely safe for consumption

while only about 7% of them declare that there are mostly safe.

Figure 11. Producers’ opinion on the safety of their products

The majority of producers feel comfortable with the situation of the safety of their products.

The security of producers about the safety of their products seems to be high for both olive

oil and wine, however slightly higher for the first. About 88% of wine producers and 92% of

olive producers declared that their product is absolutely safe for consumption, while only a

minor group (8.6% for the wine and 5.6% for the oil) declare that their product is mostly safe


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(presenting few sporadic cases when they identified minor problems). This opinion may be

also linked with the characteristic of the product, as olive (by its biological characteristics)

presents fewer risks than the wine.

Figure 12. Producers’ opinion on the safety of their products (according to products)

Possibility to visit the production site

About 80% of interviewed producers seem to be ready to accept visitors to their production

sites. However the majority of them would like to be informed in advance (about 72%) an

only few of them would be able to accept visitors that may arrive without informing in

advance.

Figure 13. Producers’ readiness to accept visitors


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About 75% of olive oil producers and about 69% of wine producers declare that it is possible

to visit the production site if they are informed in advance. The information in advance

seems to be mainly linked with their availability at production sites rather than other issues.

However, about 6& of oil producers and about 12% of oil producers seem to be able to

accept visitors also if arriving uninformed.

Figure 14. Producers’ readiness to accept visitors (according to products)

Possibility to have degustation of the products by visitors The majority of producers (81%) declare that the degustation of their products by visitors

would be possible, while only a small number of them declare that it is not possible (3%).

Figure 15. Producers’ readiness to organize degustation of their products


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The two categories of producers seem to have almost the same behaviors against

degustation (represented with almost the same levels of acceptance/rejection).those not

being willing to have their products degutted by potential visitors seem to link base their

opinion mostly on the lack of appropriate testing/degustation equipment and knowledge,

rather than other reasons.

Figure 16. Producers’ readiness to organize degustation of their products (according to products)

Do you have a selling place, any type? Most of the producers (about 89%) have some kind of selling points at their production area

(village or town) and about two third of them are represented at regional level.

Figure 17. Presence of selling places of any type


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The presence of selling places at local level seems to be almost the same for oil and wine

producers. Olive oil producers seem more present with selling places at regional level than

wine producers. Interestingly about one fifth of both oil and wine producers seem to have

some type selling places in Tirana (the capital, which is also the main market).

Figure 18. Presence of selling places of any type (according to products)

Do you have organized online sale? Online sales are a very limited practice in general in Albania, and this particularly for food

products (only about 1.3% of producers declare to have some type of online sales).

Figure 19. Presence of online sales


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About 11-12% of producers declare to have online sales. Some of the olive oil producers

have established cooperation with few marketing companies (mostly international) that

have included their products in their own online catalogues (mostly for large/wholesale

marketing). However, most of this category of producers considers email also as an online

selling practice.

Figure 20. Presence of online sales (according to products)

How is the distribution of your products?

About 70% of producers distribute their products locally and regionally, about one fifth of

them are present at national level and only a small number of them at international level.

Figure 21. Location of product distribution


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Both oil and wine producers seem to favor mostly regional and national distribution

channels. The local distribution channels seem to be more important for the wine producers

rather than olive oil producers.

Figure 22. Location of product distribution (according to products)

Type of distribution (in % of your production)

About two third of producers distribute their products in small quantities, only about 10.6%

of them use wholesale and almost the same use retail distribution. However, about 6% use

specialized distribution channels, mostly through restaurants.

Figure 23. Types of product distribution


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Both wine and oil producers, seem to favor more distribution in small quantities (about 77%

of wine producers and 68% of oil producers). Distribution in large quantities and wholesale is

more present within olive oil producers, while retail distribution is slightly more present

within wine producers.

Figure 24. Types of product distribution (according to products)

Do you participate on different types of festivals and fairs? About two third of producers seem to participate at some type of fairs, festivals and

promotion events. About half of them (about 51%) favor mostly local and regional events.

Figure 25. Participation in fairs and festivals


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Olive oil producers seem to be slightly more active in participation at different types of

promotional events (fairs and festivals). However, in general, the percentage of those

attending national and international fairs is limited for both categories of producers. In

addition, about one third of the producers (about 29% of oil producers and about 32% of

wine producers) declare not have attended till now any type of fairs or festivals.

Figure 26. Participation in fairs and festivals (according to products)

Are you/your firm present in catalogues?

Only a limited number of producers seem to be present in business catalogues (about 2% in

specialized catalogues and 1.7% in specialized and general catalogues), while the majority of

them not.

Figure 27. Presence in business catalogues


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The representation of businesses and products in catalogues seem to slightly higher within

the olive oil producers than within wine producers. The main reason for this seems to be a

larger tendency of Albanian olive oil producers to target the international market as

compared to the wine producers.

Figure 28. Presence in business catalogues (according to products)

Have you been supported by any program/project for production or sale of yours products?

Only about one third of producers declare to have benefited from external support, most of

which coming from various donor founded projects/programs or NGOs.

Figure 29. The programmes/projects’ support


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Wine producers seem to have been more targeted by the programs/projects, especially from

NGOs and donors, while government support seems to have involved more the olive

producers. However, a large majority (about 55% of wine producers and about 68% of oil

producers) have not benefited from any external type of support.

Figure 30. The programmes/projects’ support (according to products)

Are the programs of support at satisfying level, based on your opinion?

Less than one fifth of the oil producers declare to have some level of satisfaction with the

external support provided through programs/projects. The level of satisfaction is slightly

higher with the support for processing rather than with production and marketing.

Figure 31. Satisfaction of oil producers with programs/projects’ support


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Also within the wine producers more than two third of them are not satisfied with the

external support. The level of satisfaction within wine producers is declared to be higher as

regards production and especially lower as regards marketing. This higher level of

satisfaction with the support to production seems linked, especially with the government

support schemes for establishment of new vineyards.

Figure 32. Satisfaction of wine producers with programs/projects’ support

Do you think it that would help you if tourists know better where you are? Most of the producers seem to think that linking olive oil to tourism market would help

development and sales of their products.

Figure 33. Tourism support and linkage to olive oil


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The confidence on the benefits of tourists’ involvement seems to be higher among the wine

producers than among olive oil producers. About 86% of wine produces think that it would

greatly or mostly help against about 77% of oil producers.

Figure 34. Tourism support and linkage to wine

3.2. Results of the open interviews

3.2.1. Kallmet wine - Region of Lezha and Shkodra

Introduction: Albania has one of Europe's longest histories

of viticulture. Ancient Roman writer Pliny describes

Albanian wine as "very sweet or luscious" and refers to it

as" the third rank among all the wines". Albanian families

are traditionally known to grow grapes in their gardens for

producing wine and Rakia.

The wine of Albania is characterized by its unique

sweetness and indigenous varieties. Albania produced an

estimated 17,500 tons of wine in 2009. The geographic

elevation of Albania makes it a perfect setting for wine

production.

During communism, the production area expanded to

Figure 35. Proposed kallmet wine production areas to be targeted by the project


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some 20,000 hectares (49,000 acres). The Albanian wine industry is striving to re-establish

an international presence in line with its long reputation as a quality wine producer.

Box 2. A historical fact about kallmet wine An important historical fact shows that taxes were paid to the Vatican in wine kallmet. In the exhibition of wine held in France in 1984 the Albanians were represented with the kallmet wine and received the gold medal.

Origin and popularity: Kallmet is a native cultivar of the region of Mirditë-Lezhë-Shkodër

(Northwest of Albania), mainly found today in the vineyards of Zadrima, Bukmire, Zagore,

Koplik, Shkoder, Kurbin, Mjed, etc. Is locally calledalso: “Rrezegi e Egër” and “Zadrimore”.

Based on written historical data it is evidenced that during the Roman Empire this cultivar

was popular also in other countries of the Mediterranean and Western Europe mainly in

Italy, France, Germancy, etc., where it is known with the name “Scutar” and “Scodrine”,

names that derive from the city of Shkoder in north Albania. Historically is referred to as the

cultivar of Dukagjin based on the fact that for centuries is cultivated in the villages of

Dukagjin princedom.

The wine produced by Kallmet cultivar is a characteristic wine and widely used by the

population of Lezha, Mirdita, Prizren, Shkoder, Malsi e Madhe, Rahovec, Gjakove, etc. A

main characteristic of this cultivar is its perfect adaptation with the land and climate

conditions of this area that is mainly hilly and mountainous (North West, North and North

East of Albania). In addition, kallmet grape has found a perfect adaptation with the agro-

ecological conditions in the Dukagjin plateau (South West of Kosovo such as Peje and

Rahovec).

Main cultivar characteristics: A morphological characteristic of this cultivar is the presence

of small grape seeds as this cultivar has functional female flowers with weak and

undeveloped tassels. Another characteristic is the existence of a variety of many

phenotypes, a genetic variation due to diverse climate and land conditions that are

manifested in a hilly relieve in the northern and north east areas of Albania.

The main characteristics of ”Kallmet” cultivar in terms of production and sustainability

shown in the following table have developed in the vineyards of Koplik (Malesi e Madhe)

and Bukmire (Mirditë), according to the International Horticulture Descriptor (FAO & IPGRI).


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Table 1. The main characteristics of Kallmet grape cultivar

Evaluated Trait Code Levels Evaluation Evaluation in Works

Color of new spray 007 1, 2, 3 2 With red stripes

Fluff in new leave 004 0,1,3, 5, 7, 9 7 Dense

Color of new leave 051 1, 2, 3, 4 ..7 1 Weak

Flower type 151 1, 2, 3, 4, 5 5 Female functional

New flower 152 1, 2, 3 2 4-5-th

Node

No of flower/fruit spray 153 1, 2, 3, 4 2 1.8 flowers/fruit spray

Flowering 302 1, 2, 3, 4 2 Mid term

Shape of grown leave 067 1, 2, 3, 4, 5 2 Cuneiform

Leave size 605 1, 3, 5, 7, 9 5 Average

Shape of basic sinus 079 1 2, 3.....9 3 Half open

Shape of lateral sinus 082 1, 2, 3, 4 2 Closed

Depth of lateral sinus U-30 1, 3, 5, 7, 9 3 Shallow (92 mm)

Vine shape 202 1, 2, 3, 4, 5 3 Stretched cone

Vine length 203 1, 3, 5, 7, 9 7 Long (280 mm)

Vine average weight 502 1, 3, 5, 7, 9 5 Average (370 gr)

Vine density 204 1, 3, 5, 7, 9 5 Average density

Uniformity of the seed 222 1, 2 1 Uniform

Grape fruit shape 223 1, 2, 3 .... 9 4 Round

Grape fruit length 221 1, 3, 5, 7, 9 5 Average (15 mm)

Grape fruit colour 225 1, 2, 3 .... 6 5 Dark brown

Full grown period 304 1, 3, 5, 7, 9 5 Average (158 days)

Sugar 505 1, 3 ,5, 7, 9 5 Average (19%)

Acidity 506 1, 3, 5, 7, 9 7 High (9%)

Annual vegetative growth 351 1, 3, 5, 7, 9 5 Average (184 cm)

Full growth of the branch 355 1, 2, 3, 4 1 Full grown

Productive part of the branch 358 1, 2, 3 2 Middle of the branch

According to the above table we received the following information:

The new spray has red stripes a distinctive feature from the other cultivars found in

the region;

The new leave is fluffy due to its origin from subspecia Sylvestris Typica;

It has female functional flowers that makes it necessary to be close to pollinated

cultivars and in Albania is planted close to the cultivar “Shesh i Zi”, meanwhile in

Kosovo is planted close to “Vranac”;

It has high production efficiency around 1.8 flowers, vine/fruit spray;

It differs the flowers from the leaf bud of the branches, and based on this in terms of

pruning should be applied the long or mixed pruning system;

The full grown leave is of an average size, with no antocianic pigment, with concave

lateral sides, the base sinus half open, lateral sinuses fully closed and shallow;

The vine is of average size, round grape fruit with dark brown color;

Has average sugar content meanwhile it has high acidity making it a perfect cultivar

for the production of frizzy wines other than the traditional aromatic wine table;

Good full grown of the branches, sustainability towards low temperatures and biotic

factors.


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Cultivation practices of “Kallmet” vine: The saplings/young plants are prepared by grafting

antiphilocseric sub-grafts such as: i) “Berlandieri X Rupestris – Two lot 3309”, cultivated in

land with high presence of lime; ii) “Paulsen 1045” and/or «Kobber 5 BB», cultivated in non

irrigable lands; iii) “Ruggeri 225” and “Berlandieri X Riparia SO-4”, in lands with high

humidity, etc. Kallmet prefers soils with average fertility, loamy, warm, airy, and located in

pumice formations.

The land planned for the cultivation of Kallmet, should have the following indicators: 5-10%

skeletal part (stones), 40-50% sand, 15-30% ooze, 15-30% argil and 1.5-2% organic substance

(humus). The second step is the cleaning of the parcels, superficial disposition, and irrigation

and drainage canals, tilting, fertilization and planting. Deep tilting is done during the months

of July and August up to 50 cm in hilly/mountainous lands, and up to 100 cm in fields. Basic

fertilization is done after tilting (but prior to the second stage of tilting) with organic fertilizer

from stables 450-600 quintals/ha, phosphoric fertilizers (such as Super phosphate around 8 -

10 quintals/ha), potassium fertilizer (such as sulphate potassium around 4 - 6 quintals/ha),

etc.

For this cultivar the main cultivation techniques implemented are mainly spaliere and vary

rarely as a Tend shape. For the spaliere shape are used the following distances: i) In filed and

hilly areas with low tilting, the most applicable distances are 2.5 m between lines and 1.2 m

between plants in the same line and the direction of lines is North – South; ii) In hilly areas

with a relatively high tilting the most applicable distances are 2,2m between lines and 1m

between plants in the same line and mainly the direction of the lines is perpendicular

izoipses (counter lines).

The supporting system maintains: i) stump height up to 90 cm; ii) crown shape applied “Jet

cord”, “Gyo”, and “Sylvoz”. The supporting system is mainly build with concrete piles 2-2.5

m. The distance between the piles is 5-6 m. Number of supporting wires is 3-4 lines placed in

parallel with each other and with a distance of 40 – 50. The first wire is placed above land

level according to the stump height and crown shape. In order to stabilize this supporting

system the supporting piles are placed in the shape of a square with width 3 x 4 m and

height 2-2.2 m from the ground level. The piles are connected with each other through a

system of wires that are: i) The main wire network and ii) the small network horizontally

placed.

Grape harvesting for wine production: Kallmet’s main destination is for production of red

aromatic wines. However, in some of the colder mountainous areas some of the late kallmet

grape production (ripening later due to colder climatic conditions) is often used for fresh

consumption. The grape destined for wine is harvested by hand when the grape contains

high level of sugar (22-24% sugar), and acidity in the values of 6-7 gr/l of grape cider (mainly

tatric acid).


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Harvesting takes place in good climate conditions 3-4 days after the rain has stopped and

there is no dew, etc. The grape is harvested and placed into crates and in the same day are

sent to processing. Before squeezing the grape is cleaned from the leaves and stems and all

molded parts are fully eliminated.

Wine production (grape processing): The main phases of Kallmet wine processing are as

follows: (i) harvesting; Iii) fruit grape crushing/pressing; (iii) juice fermentation and its

transformation into young wine, (iv) wine stabilizing and decanting, (v) aging and storage

and; (vi) bottling/packing and then marketing. The most suitable percentage of sugar

content in the grape juice should be around 19-22o Babo. If the percentage is higher than

grape acidity will decrease. The normal quantity of grape acidity should be in the values of 6-

7.5 gr/liter. If this value is lower than wine storage after fermenting will be more difficult and

wine taste will be spoiled. Based on these indicators the alcoholic grade is around 12.65%,

which is ideal for this type of wine.

Grape crushing phase includes the crush of the grape fruit meanwhile the seeds should not

break in order to avoid tannin quantity in the grape juice that spoils the taste of the wine.

The sulphide gas is the only antiseptic used in grape processing for conservation purposes.

The process of yeast application takes place after a couple of hours after homogenization

and the yeast is placed in the uniformly in the surface. The fermenting cells are in contact

with the air necessary for their multiplication. Through the use of a bowl the grape juice

(must) is mixed one more time in order to feed the yeast with air (oxygen) and the

fermenting process should take place as soon as possible. The separation should take place

when wine density is around 1010-1015.

Aging and storage of the wine: The early stage of aging is considered also as the second

fermentation. During the second fermentation phase, the containers are fully filled-in so to

avoid wine leakage during volume increase. The second fermentation is finalized when

density reaches the levels of 992-996. The wine should contain no more than 2.5 gr/liter of

sugar. Reaching this low level of sugar content is important because if after this stage the

wine has a higher level of sugar content, then that quantity of wine can’t be aged further

and need to be consumed as soon as possible. For wine conservation and storage the ideal

temperature would be from 14O to 18-20OC. This temperature is mainly achieved in ground

level cellars. The final wine produced from this kallmet cultivar has a dark color and dense

texture with a strong aroma of grape, which evokes the smell of the violet flower.


35

Box 2. Arberi Winery The winery "Arberi" is located in the outskirts of Rreshen town, Mirdita district (Lezha region). This winery presently processes about 120 kv grapes. With regard to its design, it hasn’t got separate departments like all modern and big wineries today. The owner of “Arberi” winery is a farmer who possesses 3 ha of vineyards cultivated with grape varieties of Kallmet, Tempranilo and Cabernet producing annually 300 kv of grapes. He also maintains close contacts with farmers in the region and follows closely the development of viticulture in the area. For improving wine production one member of his family is attending a training course in one distinguished school of enology in Italy. The winery processes totally 1000 quintals of grapes, of which, about 300 quintals are provided from owner’s farm and 700 quintals grapes are purchased from farmers in the area. The winery produces 400 quintals red wine of the type Kallmet. Production technology of red and white wines is followed carefully and strictly by experts of this field. However, they mainly produce common table wines. Wine is traded in glass bottles with normal labels approved by the MAFCP. About 80% of wine production is traded in bottles, while 20% is traded in other packages delivering them directly to different shops in the region and also to distinguished restaurants in the capital.

Figure 36. Bottles of red wine produced with kallmet grape cultivar by Arberi winery, Mirdita


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3.2.2. Olive oil – Coastal are of Vlora and Saranda

Location: The olives groves are located in the South West Coast (Vlora, Saranda and

Delvina), is a coastal area including Dhermi, Himara, Qeparo, Borsh, Piqeras and Lukova

characterized by homogeneous landscape and climatic conditions and characteristic with a

distribution of human settlements along the rocky coast. The traditional oliviculture in this

area is based on terraced olive groves with several centenary olives.

Figure 37. Areas of olive production in Albania Figure 38. Proposed olive oil production

areas to be targeted by the project

Varieties: In Himara, a native variety, “Ulliri i holle i Himarës” (or “thin olive of Himara”), is

quite used. The weight of the fruit is 1.37 grams and the weight of the stone is 0.33 grams.

The percentage of oil which can be extracted from the olive is 16%. This variety is relatively

resilient to the continued drought during the summer. The quality of this oil is very good.

“Kalinjot” is the variety which is the most used in Dhërmi, Qeparo and Borsh. The “Kalinjot”

cultivar is native of the Vlora and Mallakastra regions, principally on the Ionian Sea. In this

area, it represents around 85% of the trees and in the whole country 43%. It is also used

outside the region especially on the Lezha and Shkodra regions. The “Kalinjot” cultivar is

planted with another olive cultivar, the “Pulazeqin”, which is doing the pollination. This

technique allows a better yield of the “Kalinjot”. The weight of the fruit is 3.64 grams and

the weight of the stone is 0.49 grams. The percentage of oil which can be extracted from the

olive is 28%. The productivity of the cultivar is good. This variety is relatively resilient to

drought and cold weather.


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Production method: The maintenance phases of the olive tree are:

Pruning - Proper pruning is important for the olive and is done from January to

March. Pruning regulates both the quality of olive/oil and quantity and also shapes

the tree for easier harvest.

Soil Preparation - helps with the inhale of organic fertilizers and rain waters. The

suitable period for this process is January till the end of March.

Irrigation - Irrigation of the olive trees in Qeparo is done through rainwater

throughout the year which is adequate in the region. Because of its small leaves, with

their protective cuticle and slow transpiration, the olive tree survives even extended

dry summer periods.

Fertilization - Fertilizing olive trees with organic fertilizers has proved beneficial. In

Qeparo farmers systematically apply such fertilizers in the months of February

through March well ahead of the time flowers develop, so the trees can absorb it

before fruit set.

Harvest - Olive fruits that are to be processed as green olives are picked while they

are still green but have reached full size. They can also be picked for processing at

any later stage up through full ripeness. Ripe olives bruise easily and should be

handled with care. The method used to harvest olives in the village of Qeparo is

handpicked and nylon nets which starts in early November until end of January.

Olive processing and oil extraction: The oil is of very good quality and is very aromatic.

Every part of the process of growing, preparing and packing the olives takes place within the

defined geographical area. Some high quality oil mills are also located in this area.

This is the process of extracting the oil present in the olive drupes for food use. Our modern

method of olive oil extraction uses an industrial decanter to separate all the phases by

centrifugation. In this method the olives are crushed to a fine paste. This can be done by a

hammer crusher, disc crusher, and machine or knife crusher. This paste is then malaxed for

30 to 60 minutes in order to allow the small olive droplets to agglomerate. The aromas are

created in these two steps through the action of fruit enzymes.

Afterwards the paste is pumped in to an industrial decanter where the phases will be

separated. Water is added to facilitate the extraction process with the paste. The decanter is

a large capacity horizontal centrifuge rotating approximately 3000 rpm, the high centrifugal

force created allows the phases to be readily separated according to their different densities

(solids > vegetation water > oil). Inside the decanters rotating conical drum there is a coil

that rotates a few rpm slower, pushing the solid materials out of the system. The separated

oil and vegetation water are then rerun through a vertical centrifuge, working around 6000

rpm that will separate the small quantity of vegetation water still contained in oil and vice

versa.


38

One of the most famous olive oil produce in this region is “Gjikondi” which produces

different types of olive oil - extra virgin olive oil, virgin olive oil, the organic and the flavored:

Extra Virgin comes from virgin oil production only, contains no more than 0.8%

acidity, and is judged to have a superior taste. Extra virgin is a delicate extra virgin

olive oil, with a soft and gentle taste, slightly fruity, balanced in its organoleptic

features, suitable for every kind of warm and cold dish. This oil is produced from

green olives harvested from the middle of October until the very first days of

December.

BIO Extra Virgin Olive Oil is a product that evokes health and genuine quality. It is

selected by an in-house quality control and certified by the most important control

bodies. It is dedicated to those who love a particularly selective cuisine.

Virgin Olive Oil comes from virgin oil production-ripped olive fruits harvested from

the mid December to mid-January; has acidity less than 2%, and is judged to have a

good taste. It is used in every dish.

Extra Virgin and Virgin (Aromatic) Olive Oil is enriched with herbs and plants such as

rosemary, garlic, hot peppers, lemon and basil typical of the Qeparo village to match

with all the vegetable, meat, fish and salad dishes.

Figure 39. Bottles of olive oil produced by Gjikondi company, Vlore


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IV. CONCLUSIONS Tourism has an important and an increasing role in the overall economy of Albanian. With its

beautiful nature and splendid landscapes, rich culture and tradition, seaside and high

mountains, Albanian tourism sector has all the potentials to become even more important in

the near future. Due to these opportunities, the sector has managed, in these ten last years,

to attract significant amounts of both private and public investments contributing to the

development of tourism facilities, improvement of services and increasing its overall sector

performance.

Culture and tradition are an important element for tourism development, and Albania has a

lot to offer in these terms. However, such elements have to be better presented and linked

to the tourism sector. In this context, promotion of local typical products takes a particular

place. This study makes an attempt to identify some of the local products that could be

easier linked to the tourism sector.

We finally recommend to the project to initially start focusing more on a limited number of

products which present better linkages with the sector and have more chances to result in

quick-win products. Both kallmet wine and olive oil have tighter links to tradition and to

their specific territories. As such they present significant opportunities to become important

“ambassadors” in the marketing of the territories. Once the approach of linking typical

territorial products with the tourism has been tested with these two products and practices

further fine-tuned, other products could be identified and selected to join the initiative.


TOURISM SERVICES OFFICE http://www.zsht.gov.al/ Tirana, Albania April, 2012

http://www.zsht.gov.al/