Cerklje na Gorenjskem, 20 May 2025 – On 19 May, Dvor Jezeršek hosted the launch event of the project Fish Adventure: From Nature to Table, through which the project partners aim to strengthen the role of locally farmed fish in everyday diets and to encourage sustainable food and business practices in Gorenjska (Upper Carniola). The project is being carried out under the Programme for the Implementation of the European Maritime, Fisheries and Aquaculture Fund in the Republic of Slovenia for the period 2021 – 2027.
Despite a long tradition of fish farming, the high quality of local water and the extensive experience of Gorenjska’s fish farmers, consumption of local fish in the area of the LAS Gorenjska košarica local action group remains low. The Fish Adventure: From Nature to Table project therefore seeks to establish a comprehensive approach – from fish farmer to plate – by actively involving schools, nurseries, care homes for the elderly, tourism providers and the wider community.
The project was approved under the LASR Gorenjske ribe call for applications and will be 85% co-financed from EMFAF (ESPRA) funds. The total value of the project is €277,319.31, of which €192,797.52 comes from the European Maritime, Fisheries and Aquaculture Fund and the budget of the Republic of Slovenia.
The project brings together Jezeršek gostinstvo d.o.o. as lead partner and Cerklje Tourism Board, KGZS – Zavod Kranj and the Vodomec d.o.o. fish farm as project partners.
At the launch event, Nataša Ropotar, project manager for the lead partner Jezeršek gostinstvo, presented the project’s objectives, which, in addition to education, include the development of digital content such as a new website, educational videos, an interactive learning trail with augmented reality elements and the digital promotion of fish in the diet. Particular emphasis is placed on raising awareness of the importance of locally farmed fish for health and nutrition, and on involving vulnerable target groups such as children, women and the elderly. The project foresees the modernisation of a learning environment for running cookery workshops and putting knowledge into practice, and it promotes sustainable mobility and tourism experiences, including through the use of e-bikes on the digital learning trail.
In his opening speech, master chef Luka Jezeršek, who shared his experience of preparing fish dishes with participants at the cookery workshop, stressed: “Fish is an exceptional ingredient that we know inside out – from fish farmer to plate. It is important that we can also tell this story to our children and their parents. Once children find it easier to bite into fish, they will want it at home as well.”
The event was attended by representatives of all the partner organisations, among them Mitja Mežnar of LASR Gorenjske ribe, who emphasised that the project builds on rich local knowledge, experience and tradition. In his view, linking different sectors – from fish farmers and culinary experts to educational institutions and tourism organisations – is key to its successful implementation. “Fish Adventure is founded on the tradition and knowledge of the region. Through it, we want to strengthen the link between fisheries and the environment while raising awareness of the quality and traceability of local food. The project has great potential to become a model of sustainable development in the local community,” he added.
Mitja Kadoič, director of KGZS – Zavod Kranj, highlighted the importance of linking fish farmers with educational institutions and pointed out that the systematic inclusion of fish dishes in school and public kitchens is key to long-term success. “Only together can we create the conditions in which fish farmers will find it easier to connect with public kitchens, schools and nurseries. Fish cuisine needs to be systematically introduced into everyday practice,” he said.
Miha Štular of KGZS – Zavod Kranj outlined the current situation in the aquaculture sector: Gorenjska currently has 14 registered fish farmers, who together raise around 95 tonnes of fish a year. He pointed to the many challenges fish farmers face – from climate change, droughts and floods to high energy costs and limited investment opportunities. “The advantage of local fish farmers lies in high-quality water, freshness and a personal approach to the consumer. If we can link these advantages with tourism, schools and other institutions, we can create a stable long-term market in which fish farmers will have no trouble selling their fish,” he stressed, adding that modernisation with energy-efficient technology represents an important opportunity for the development of the sector.
Janez Vidmar of the Vodomec fish farm, one of the project partners, emphasised the importance of local fish, adding that freshness, control over the entire process and personal responsibility for quality are the greatest advantages of local aquaculture: “We local fish farmers are a guarantee of quality. We oversee every stage of production ourselves, which means that we personally stand behind every single fish. At a time of growing environmental challenges and climate change, we use advanced technologies that ensure optimal rearing conditions – from looking after water quality to energy-efficient systems. In this way, we guarantee not only outstanding freshness but also sustainable and responsible production, which our consumers value more and more today.”
Andreja Megušar, acting director of Cerklje Tourism Board, presented the tourism and digital dimension of the project, which includes setting up six themed, educational and interactive digital points. With their interactive content, these will serve educational institutions as well as tourists and local visitors – not only as a source of information but also as a way of actively engaging them in discovering and valuing local water resources. “We will set up six digital points through which visitors and residents will be able to learn about the importance and value of aquaculture,” she explained. One of the points will be the Tourist Information Centre, where anyone interested will be able to borrow an electric bike and suitable equipment and set off on a real “Fish Adventure” in a sustainable way, while learning about the social and cultural-conservation aspects of aquaculture through digitalisation and gamification.
The project will run in two phases. In the first, the infrastructure will be put in place and the learning centre where the cookery workshops will be held will receive a technological upgrade. The content framework of the project will also be prepared. The second phase will bring promotional, educational and culinary activities, such as training in preparing fish dishes, the creation of new recipes and the preparation of promotional materials. In this phase, an interactive digital learning trail with e-bikes will also be introduced, linking key fish-farming sites and natural features of Gorenjska.
The launch event laid solid foundations for further activities, which will gradually come to life on the ground in the coming months. In future, the Fish Adventure project will engage numerous nurseries, primary schools, care homes for the elderly and other local stakeholders, whose contributions will help to shape the story of the sustainable food of the future.
Programme for the Implementation of the European Maritime, Fisheries and Aquaculture Fund in the Republic of Slovenia for the period 2021 – 2027.
