On 29 July 2026, VISION4FOOD held its second co-creation workshop in Valladolid, Spain, with participants from public authorities, industry and SMEs, and civil society organisations. The session was led by the Junta de Castilla y León and facilitated by Pedro Manuel Quindós Ferradas.  

The workshop started by revisiting the priorities identified in the previous session. Participants agreed that some of the main challenges in the region are the administrative burden faced by small producers, the gap between rural food production and how it is perceived by urban consumers, and the need to give local and artisanal food products a clearer identity in the market. They also highlighted the importance of involving more young people and consumer groups in future activities.  

From these discussions, two main missions were developed. The first focuses on strengthening “Artesanía Alimentaria” in Castilla y León. The aim is to give artisanal food production a clearer legal framework, simplify registration procedures through the digital REGEA system, and introduce an official label that helps consumers identify these products. The work is intended to support family farms and small rural food businesses while reducing unnecessary administrative procedures.  

The second mission, AGROCOMUNICA-CyL, focuses on improving how information about the agri-food sector reaches the public. Planned activities include identifying communication barriers, developing practical materials for media and other communicators, and testing new approaches through pilot activities and visits. Scientific evidence will play an important role in making sure information about farming and food production is clear and reliable.  

Participants also worked on the practical steps needed to move these ideas forward. Priorities include progressing the new Artesanía Alimentaria decree, introducing the official artisanal label, developing the first AGROCOMUNICA-CyL materials and testing activities with different stakeholder groups. Challenges such as digital skills in rural areas, long-term funding and changing consumer perceptions were also discussed.  

The workshop also looked at how the work can continue over time. The Junta de Castilla y León, ITACyL, agricultural organisations and artisanal producer associations were identified as key actors, while links with other VISION4FOOD regions, including Emilia-Romagna and Northern Ostrobothnia, could offer useful opportunities to exchange experiences on regional food identity, communication and governance.