Join us for an informal discussion on how a well-known taste can become a powerful communication and marketing tool. The practitioners will answer the moderator's (and your) provocative questions, share proven recipes for starting a business and talk about their ambitions to conquer international markets with Lithuanian flavours.
And most importantly, you'll find out whether šaltibarščiai really belong in Lithuanian cuisine. What is the difference between the ones our ancestors enjoyed and the ones we now enjoy at our mothers' houses?
“We founded Lucci Bakery as a family bakery. We are true food enthusiasts: it's not just about taste, it's about what people put in their mouths. We wanted to create a place where we could share our values, our love for quality food and fulfil our dream of owning a private business,” says Eglė Lučinskienė, a founder of the Italian bakery “Lucci Bakery”, and a graduate of the Business Administration programme at VU Kaunas Faculty.
“Lithuanian vegetables on foreign markets are becoming a story about clean nature, responsible farming and deep traditions rather than just a product. Our aim is not only to sell, but also to convey the values that are encoded in every product,” Tadas Žirgulis, a Commercial Manager at “Kvedarų ūkis” Ltd., a graduate of the Bachelor's degree programme in Economics and Master's degree programme in Marketing at VU Kaunas Faculty, is convinced.
“Borscht (hot or cold) is one of the oldest dishes in our region. One version of borscht, batviniai, has been associated with Lithuanian gastronomic identity for almost 400 years. The cold version of borscht has been called Lithuanian since the early 19th century. We have a unique dish, and I am very happy that šaltibarščiai is such an important element of Lithuanian gastronomic identity even today, in the 21st century,” says Prof. Rimvydas Laužikas, a heritage communication researcher, historian, archaeologist, professor at the Faculty of Communication of Vilnius University, and a member of the Evaluation Commission of the Intergovernmental Committee for the Intangible Cultural Heritage of UNESCO.
The discussion will be moderated by Martynas Radzevičius, a business development and marketing professional, lecturer and researcher in digital marketing, sales and risk management at VU Kaunas Faculty
Encourage each other to take part and invite the students – the content of the event relates to many study programmes, and it is worth introducing foreign students to traditional cuisine.
🥣 A tasting of traditional šaltibarščiai with Prof. Rimvydas Laužikas.
📅 28 May 2025, 11:15 am
📍 Muitinės str. 12, Linden Yard
🎟 The event will be held in Lithuanian.