What was the challenge/ problem addressed?

The spice cinema was integrated into the old stable vault and is thus a multimedia experience that focuses on the craft.
The aim is to show visitors the exciting path from cultivation to harvesting to processing of the spice plants. A film and a photo documentary have been made for this purpose. In addition, showcases, display objects, special lighting effects and seating offer visitors a special experience.
Because of the new construction and extension of the warehouse and the production building, the vault in the old stable building has become free. Due to the increasing number of visitors (pensioners’ groups, student groups, farmers’ associations, women’s groups, company groups, etc.), the idea arose to increase the offer accordingly and to use the space to set up a spice cinema.

 How did you solve the problem?

Only well-promoted products are bought by consumers, and it has been shown in recent years that the most sustainable promotion is a direct visit to our farm. The extension or conversion of the excursion room into a spice cinema offers visitors a unique experience. In addition to presenting the company, the focus is on the spices produced and raising awareness of the importance of agricultural work and the Austrian economy.

What are the success factors in solving the problem?

The cinema has already been visited by many people and there continues to be a good booking situation, although the Spice Cinema project has not yet been very intensively promoted to the public.

In the future, the spice cinema will be an experience for even more visitors, which will also be promoted through intensive marketing measures in newspapers, on the homepage, with tour operators, technical schools and on social media platforms.

Lessons learned

It is important to sensitise visitors to the value of regional products and Austrian agriculture. It was a challenge to develop a concept of how to convey knowledge about spice plants to the visitors of the spice cinema as quickly and sustainably as possible with the help of display boards and other materials

What role does the advisor or advisory service play within the practical case?

The implementation of the spice cinema project was mainly supported by the Leader program. Basic counselling was also provided by the Chamber of Agriculture of Upper Austria, e.g. counselling on plant and arable farming, special counselling on linseed oilseeds, caraway, field inspections, examination of soil quality, subsidies and lease contracts, etc.

Consultations also took place in the area of direct marketing under the campaign “Gutes vom Bauernhof”

Can your approach be transferred and/or adapted for other innovation challenges and regions?


Estimated transferability on a scale from 1 to 5
(where 1 is easy and 5 very difficult)


For sharing the experience on the good practice, please contact Stefan Schneiderbauer (office[at]innviertler-gewuerze.at)

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