This project arises from the collective reflection of several custodial entities as a result of the first seminar organized by the Network of Stewardship of Madrid and Castilla La Mancha (MCLM) in June 2013. At this meeting, the difficulty that many entities have in supporting the marketing of products from farms with custody agreements was detected. Support for the marketing of these products has a double objective. On the one hand, it encourages the generation of new stewardship agreements, making economic profitability compatible with the conservation and sustainable management of the territory; and, on the other hand, it favours the dissemination and knowledge of land stewardship, by connecting with citizens through responsible consumption. The purpose, therefore, of this project is to boost the land stewardship market for the generation of new marketing and distribution channels, with common criteria shared by the MCLM Stewardship Network.

This project arises from the collective reflection of several custodial entities as a result of the first seminar organized by the Network of Stewardship of Madrid and Castilla La Mancha (MCLM) in June 2013. At this meeting, the difficulty that many entities have in supporting the marketing of products from farms with custody agreements was detected. Support for the marketing of these products has a double objective. On the one hand, it encourages the generation of new stewardship agreements, making economic profitability compatible with the conservation and sustainable management of the territory; and, on the other hand, it favours the dissemination and knowledge of land stewardship, by connecting with citizens through responsible consumption. The purpose, therefore, of this project is to boost the land stewardship market for the generation of new marketing and distribution channels, with common criteria shared by the MCLM Stewardship Network.

To achieve these objectives, the following actions have been outlined:

• Boosting the custody market:

Workshops with producers
New land stewardship agreements
Online catalogue of producers with custody agreements
Map of producers with stewardship agreements
Develop management system for the online sales platform
Administer and manage the marketing and distribution of products
Commercial actions to attract customers and points of sale
Personalized advice on the brand’s criteria
State meeting to present the project and scale it up

• Dissemination and communication

Promotional video of the products in the market
Creation image Product Brand Mercado Custodia
Signage and graphics
Press conferences
Press releases
Communication Services
Promotional Event

• Development of the methodological framework on agricultural stewardship in terms of entrepreneurship

To dynamize the agricultural stewardship working group of the MCLM Network
Writing Methodological Guide
Layout and Editing Guide
Technical visits to compare the results of the Guide