Estonia: between green-living and Skype - Organic products

Estonia: between green-living and Skype - Organic products

Tallinn, Estonia
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Estonia: between green-living and Skype - Organic products: goal is to promote Estonian organic products like herbs and teas.

About You
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Social entrepreneurs

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Geotourism Challenge Addressed by Entrant

Quality of tourist experience and educational benefit to tourists , Quality of benefit to residents for the destination .

Organization size

Small (1 to 100 employees)

Indicate sector in which you principally work

Tourism-related business

Year innovation began


Indicate sector in which you principally work

Living culture, Nature, Culinary or agritourism, Indigenous people, Education, General tourism, Other.

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What is the goal of your innovation? Please describe in one sentence the kind of impact, change, or reform your approach is intended to achieve. ( is an e-market which allows travellers to bring the "pearls" (and the culture where they flourished) to the attention of a wider audience.

Please write an overview of your project. Include how your approach supports or embodies geotourism or destination stewardship. This text will appear when people scroll over the icon for your entry on the map located on the competition homepage.

Estonia: between green-living and Skype - Organic products: goal is to promote Estonian organic products like herbs and teas.

Explain in detail why your approach is innovative

We are mixing Web 2.0 tools, open source software and social entrepreneurship to benefit local communities.

Describe the degree of success you have had to date. How do you measure, both quantitatively and qualitatively, the impact on sustainability or enhancement of local culture, environment, heritage, or aesthetics? How has it transformed or contributed to the power of place or demonstrated the sustainability of tourism? How does your approach minimize negative impacts?

The impact will be more visible in the coming years, the goal being to increase awareness about Estonia as an ideal balance between modernity and nature-preservation.

In what ways are local residents actively involved in your work, including participation and community input? How has the community responded to or benefited from your approach?

Local communities offer their natural products on (

How does your program promote traveler enthusiasm, satisfaction, and engagement with the locale?

By bringing local communities together with niche-travellers.

Describe how your work helps travelers and local residents better understand the value of the area's cultural and natural heritage, and educates them on local environmental issues.

It makes easier to undestand the importance of preserving nature.

How is your initiative currently financed? If available, provide information on your finances and organization that could help others. Please list: Annual budget, annual revenue generated, size of part-time, full-time and volunteer staff.

Project started with self-financing, then substained with cash-flow from sales.

Is your initiative financially and organizationally sustainable? If not, what is required to make it so? Is there a potential demand for your innovation?

Project started with self-financing, then substained with cash-flow from sales. We still need to achieve critical mass of users.

What are the main barriers you encounter in managing, implementing, or replicating your innovation? What barriers keep your program from having greater impact?

It is not easy to reach interested users, but we are working on that using the power of Web 2.0

What is your plan to expand or further develop your approach? Please indicate where/how you would like to grow or enhance your innovation, or have others do so.

Yes, we are going to add two more projects:
- Kalmykia: putting the only Buddhist State in Europe on the travellers' map
- Vancouver 2010 with its First Nations: native North-Americans

The Story
What is the origin of your innovation? Tell the Changemakers and media communities what prompted you to start this initiative.

As frequent travellers ourselves, we noticed that nowadays there are mass-produced products which are available everywhere, from big metropolis to small towns. We also noticed that there are local "pearls", products which we found very useful, bought in quantity locally but were then never able to find elsewhere else. This happens especially with natural products, and products which have a specific cultural meaning for local communities.

Please provide a personal bio. Note this may be used in Changemakers' marketing material.

Italian-born, lived/studied/worked in England, USA, Malta and Estonia. Active in social entrepreneurship since 2007. Passionate about travelling, Web 2.0 and local development.

Describe some unique tourist experiences that your approach provides. Be specific; give illustrative examples.

Getting to know Estonian organic products, putting Estonia on the map of tourists interested in exploring the wonders of nature.

What types of partnerships or professional development would be most beneficial in spreading your innovation?

Join forces with offline marketers to bring the information and products to new audiences. Co-operation with travel media interested in getting reportages of our travels, done to discover new natural products in off the track destionations.