Food shining amid nature: marketing potatoes in the Prades mountains (Catalonia, Spain)

Purpose While gastronomy has become a major tourist attraction for rural territories, its study in protected areas remains underexplored. These places use their cultural and natural heritage and landscape, as well as their local identity, to charm visitors. Gastronomy plays a key role in this, and restaurants do their best to promote local food products. The aim of this article is to use a qualitative and case study approach to analyze the marketing and touristic impact of Prades potatoes (“Patata de Prades”), which are certified with a Protected Geographical Indication. Design/methodology/approach A total of 16 semi-structured interviews with restaurateurs (11) and producers (4) and the manager of the local cooperative (1) are the basis for examining the importance of this potato as a form of tourist attraction, its commercialization processes and the role it plays in the development of this protected rural region of Catalonia, in the north-east of Spain. Findings The results show that despite the great success of restaurants and food-based tourism with regard to Prades potatoes, the sustainability and future of this starchy vegetable are not guaranteed due to the scarcity of production, as it is a seasonal commodity and there is a lack of generational replacement in farming. Originality/value Food tourism that relies on local produce represents a “green” model for community development, but a specific public program is required to support the agricultural sector in the isolated areas to prevent the disappearance of this economic sector.