Strength2Food partner Konzum has launched a new local food heroes campaign. The initiative called “Best of Croatia”, invites food producers and manufacturers to cooperate with Konzum and become “heroes”. Producers can apply for hero status, and work with Konzum to realise the long-term placement of their products on Konzum shelves to customers throughout Croatia. The scheme is thus designed to support a route to market for small-scale producers and fits with one of Konzum’s strategic priorities – to support Croatian production and domestic producers. The campaign uses some of the appeals and messaging from, and draws on the lessons of, Strength2Food’s research with Koznum on promoting local foods in store.