This new brand, named EHUN – Fabric of Life, is conceived as a collective network designed to represent and promote the work of the primary sector in the region. The initiative is the result of a participatory process involving the sector itself, emerging from an internal identity rather than an external proposal.
During the presentation event, various representatives, including the manager of the Urremendi Rural Development Association and the director of the Urdaibai Biosphere Reserve Service, emphasized the shared value of this brand. The creation process involved surveys, working groups, and discussion forums to gather input from a diverse sector, shaping an identity that reflects a plural yet interconnected reality.
“"The value of EHUN lies precisely in its origin from the sector itself. It is not just a brand; it is a tool that allows us to organize better, gain visibility, and jointly face future challenges."
EHUN is launched with a clear purpose: to become the umbrella that unifies and provides coherence to the entire primary sector of Busturialdea-Urdaibai. Under this brand, all activities, initiatives, products, and agents that are part of the region's agri-food ecosystem are integrated, from production to processing, commercialization, and promotion.
The new brand is built upon values that define the essence of Busturialdea-Urdaibai's primary sector, such as sustainability, rootedness in the territory, proximity, and quality. These elements not only characterize the products but also the way of working and interacting with the environment.
“"In an environment like the Urdaibai Biosphere Reserve, the primary sector plays a key role in the conservation of the landscape, biodiversity, and natural balances. EHUN highlights this function and helps project it to society."
The launch of EHUN represents a strategic step to strengthen the visibility, positioning, and cohesion of the primary sector in Busturialdea-Urdaibai. This brand will serve as a tool to drive new initiatives, attract more professionals, and consolidate the network supporting the sector, with the goal of advancing towards a more robust, recognized, and connected model capable of responding to current and future challenges.
