Sabuko's Vision: Harmonizing Nature and Livelihoods in Iori Plateau

In Georgia's beautiful Kakheti region, there is an exciting project happening that is all about bringing together nature conservation and helping local communities thrive. Led by Sabuko, the Society for Nature Conservation, with help from BirdLife, this project is working to make the Iori Plateau a place, where people and wildlife live together in harmony. Called "Kakheti Steppes: Balance between Living Landscape or Future Desert," and supported by the Arcadia Foundation, the goal is to make sure the area's natural and economic needs are both taken care of. The project has many parts, including protecting wildlife, helping local farmers, and making sure farming practices are sustainable. It also focuses on promoting local sheep products in new and creative ways.

The project started in 2019, focusing on the winter pastures of Chachuna Managed Reserve, crucial for farmers. By 2022, it had grown to include other areas struggling with the effects of pasture management. The project leader, Aleksandre Mikeladze, points out that sheep farming is vital for the region's economy and its cultural traditions. He says, "We aim to help local farmers use sustainable methods to manage their pastures. This will help keep the land healthy for the future."

Looking ahead to 2050, Sabuko's vision encompasses an integrated approach where environmental restoration and sustainable agriculture coexist with community development. The plan focuses on rejuvenating the area's diverse ecosystems, including grasslands, badlands, light forest and riparian zones, underpinned by collaborative management and the engagement of various stakeholders. A critical aspect of this vision involves a well developed network of protected areas to safeguard key species and habitats. This includes initiatives to facilitate the return of species like the leopard and support stable populations of goitered gazelle. Measures to manage poaching are also highlighted, aiming for a balance between human activity and wildlife conservation.

The Tush shepherds from the area practice transhumance, a seasonal movement that involves migrating livestock, especially sheep, from lowland pastures in the winter (the project area) to highland meadows in the summer. This practice is integral to the cultural fabric of Tusheti and has shaped the landscape and lifestyle of the Tush people. Sheep farming is the cornerstone of Tusheti's pastoral lifestyle. Wool, cheese (like the traditional Tushetian Guda cheese), and meat from these sheep are vital for the shepherds' livelihoods and are renowned for their quality.

The strategy recognizes the importance of maintaining traditional practices like transhumance, adapting them to contemporary environmental and economic contexts to support both biodiversity and cultural heritage. Proposed land management and grazing practices are designed to ensure the ecological recovery of the land, emphasizing sustainability and resilience. The maintenance of the Iori River's ecological status is also prioritized, with plans to integrate this with broader landscape and habitat restoration efforts. The initiative links environmental objectives to enhancing the local economy through the promotion of sheep products from Kakheti, merging eco-friendly practices with economic growth.

The project is set on boosting the reputation of sheep products from Kakheti, a region with a long history of sheep farming. Currently, most of these products do not reach local markets and are sold overseas instead. Sabuko plans to support value chain production of sheep, by marketing these value added products as Iori Plateau, aiming to increase their value both in Georgia and next, around the world. The goal is to bring together the varied landscapes under one brand, making it easier to manage and keeping the area united. This plan hopes to not only raise farmers' earnings by adding value to their products but also promote farming methods that are better for the environment. The team is now doing detailed branding research, getting input from local farmers to ensure the branding speaks to the community, covering everything from what the products are called to how they are packaged. "We are looking at the big picture," says Mikeladze, the project manager. "It is not just about generating profits; it's about highlighting the ecological importance of the area and setting an example of sustainable farming." The team believes their work will lead to healthier pastures, more sustainable farming, and a brighter future for the Kakheti steppes, benefiting people and wildlife alike for many years to come.

At the core of company I'STUDIO's supporting branding project, a thorough research process is engaging 87 local farmers with surveys and visits, setting the stage for a significant development: branding. This effort is dedicated to capturing the farmers' views on packaging and exploring how to bring together varied family-produced goods under a unified brand. Tatuka Chumburidze, the commercial director at I'STUDIO, outlines their mission to develop a branding strategy that benefits the farming communities while honoring their rich heritage. They emphasize that effective branding is more than just visuals; it is about weaving a story that aligns with the community's values and traditions. Their aim is to design packaging that's not only functional but also visually appealing, thereby enhancing the value of Tush handmade products and contributing to the preservation of cultural heritage. The insights gained from this research will guide the branding process, including the creation of specific symbols for each family's products, thereby linking tradition with modern market demands.

Farmers in Kakheti produce a wide variety of sheep-related products but often struggle with giving these products the value and market presence they deserve. A holistic approach that seamlessly integrates production with marketing and sales is crucial. A key factor in this integration is branding, which not only enhances the appeal and profitability of their products but also captures consumer interest. I'STUDIO aims to create a brand that reflects the unique cultural heritage of the region, encompassing everything from cheeses to textiles. This initiative will involve collaborations with contemporary Tusheti artists, blending tradition with modernity to weave a compelling story that resonates with consumers emotionally. The significance of this area, serving as winter pastures for centuries and part of the transhumance tradition with Tusheti, underscores its importance. Here, the seasonal migration between winter lowlands and summer highlands is a way of life, adding to the region's cultural and historical depth.

I'STUDIO is excitedly refining their branding approach for the Kakheti initiative, equipped with a promising brand name and logo. They plan an in-depth visit to the heart of the project, aiming to fully capture the essence of the region. Additionally, the creation of a short film will spotlight local farmers, their craftsmanship, and the ecological and cultural contexts they navigate, using visual storytelling to engage a broader audience and open up opportunities for new partnerships.

Tatuka Chumburidze, I'STUDIO's commercial director, sees this brand as a symbol of growth and prosperity, extending benefits beyond the local level to impact the national scene. This project is not just about branding; it is an opportunity to showcase Tusheti's culinary and cultural richness, potentially boosting tourism. The "Steppes of Kakheti" project, led by Sabuko and concluding in 2027, aims to enhance local farming, protect biodiversity, and introduce sustainable practices, thereby creating a prosperous future for the community and the environment alike.