Carp Valley: how one fish brough growth to an entire region

Building on the success of the first fish in Poland to be awarded an EU food quality label, the Polish group Carp Valley has turned a centuries-old carp-farming tradition into a powerful brand that has become a source of both pride and economic benefits to the local community. EU funding has helped the group broaden the appeal of carp beyond its traditional consumer base, and international recognition of this uniquely Polish product continues to boost growth for the local fisheries sector.

Food quality label inspires regional brand strategy

Located in the south of Poland, in a region renowned for historic carp ponds, Carp Valley is home to Zator carp - the first fish in Poland to be awarded the EU's Protected Designation of Origin (PDO) label, which emphasises the quality of traditional European products and the regions they come from.

Carp Valley is a Polish Fisheries Local Action Group (FLAG), and it was during a cooperation project with a German FLAG called Tirschenreuth in 2018 that the idea to create a unique brand identity for the region's most famous fish was born.

Inspired by the success of the Bavarian FLAG, Carp Valley decided to develop a distinctive stained glass-style carp logo to symbolise the area's rich fisheries heritage and as the focal point for a wider branding strategy for the region as a whole.

One brand, many uses

Working hand-in-hand with aquaculture producers, municipalities, NGOs and local communities, Carp Valley helped create unique visual identities for seven municipalities within the area covered by the FLAG. Each logo draws on the general Carp Valley design at the same time as highlighting local symbols - from a bicycle for popular bike paths to a crown reflecting the area's royal past.

"The angular, stained glass-style logo of Carp Valley and comprehensive visual identity built around it have helped local inhabitants and businesses develop a unique sense of connectedness with the FLAG area and its fisheries tradition," explains Anna Swiatek, the Carp Valley FLAG manager.

All seven municipalities covered by the original Carp Valley FLAG now use the same brand identity on all their official documents, websites, public signage and even the local buses. The branding features at local festivals and youth councils and is increasingly referenced by regional politicians as a source of pride.

As the FLAG has now been expanded to eleven municipalities, the logo's visibility continues to grow, with plans to roll it out on street signs, waste bins, watering points for animals and other public infrastructure.

Brand brings real economic growth

The Carp Valley brand has already brought significant economic growth to the region, helping local businesses to broaden the market for carp products. The logo is licensed for use by 25 local businesses and features on 26 products and 24 services, and has inspired local business to develop new markets for the traditional Polish fish dish. For example, two fish producers used the brand to develop a market for carp beyond the traditional Christmas season by offering it year-round in local restaurants, significantly increasing sales. Brand visibility on souvenirs has also boosted revenue, creating new income streams for local producers and retailers. Each year, more companies apply for the right to use the brand, reflecting the strong level of interest the brand continues to generate.

Brand awareness is not limited to the local area, however: the striking logo and the story behind it have become increasingly well-known within Poland and internationally, boosting tourism to the region and leaving the Carp Valley FLAG confident of further success. "Our initiative (…) keeps growing, with new ideas for strengthening and promoting the local identity. Moreover, it provides a solid basis for future investments in fish processing and packaging, which have been planned in our local strategy," says Anna Swiatek.

More information

Website: Dolina Karpia - Dolina Karpia

Details

Related links