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Project Number: 2022-KA220-VET-89ACFE12
The Kocbek family preserves the traditional processing of pumpkin seed oil that has been used since 1929. They do not use rapid or high heating in the oil production process, do not add dyes, thickeners, or preservatives.
A visitor can embark on a multi-sensory journey in an oil mill where the third generation continues the tradition of processing pumpkin seed oil as a protected cultural heritage of Slovenia. A visitor gets to know the tradition in which pumpkin seed oil is still processed using the original procedures on more than a century-old family machines and can try premium pumpkin seed oil as a Slovenian culinary speciality in its many versions.
A visitor explores the history of pumpkins, from their ripening in the fields to the picking, cleaning, and grinding of pumpkin seeds. The Kocbeck family will surprise a visitor with tastings of local dishes that include pumpkin seed oil. Their tourism experience was awarded a Slovenia Unique Experience (SUE) label.
Kocbek pumpkin oil experience exemplifies regenerative food tourism by preserving protected cultural heritage of Slovenia (pumpkin seed oil) and providing a rich multi-sensory and learning experience for visitors. The story is explained by the owner, which builds credibility, increases engagement, and provides authenticity. The experience is carefully designed, addressing visitors’ emotions, and broadening their horizons to better understand the local culture and its meaning to local people and environment. Regenerative aspect is also present with strong collaboration with the local environment (local farmers and other suppliers), which resulted in the development of a broader range of innovative products, Kocbek company offered to the market.
As a family business, it was crucial that son Gorazd Kocbek had a desire and a vision to continue this business.
Designing a family brand was crucial to differentiate them from other pumpkin oil mass production. The brand helped them to differentiate themselves, emphasise their boutique production and position them into higher quality and price level.
Being loyal to their business philosophy, including brand positioning and price segment – they did not accept partnerships, where only low price mattered.
Knowing the product and production process in detail, and living the company values was crucial for making the right business decisions and passing an authentic, powerful story to the visitors.
Staying focused on their core business, while expanding a product range through collaborations (not doing everything by themselves).
Being innovative, searching for new solutions and possibilities of pumpkin oil and pumpkin seed use.
“The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein”
Project Number: 2022-KA220-VET-89ACFE12
“The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein”
Project Number: 2022-KA220-VET-89ACFE12
