THE ROAD BECAME THE GOAL

How can small business owners in the countryside, outside the usual tourist routes, reach out and expand their customer base? One answer is the association Shortcut Österlen.

The year was 2010. In Onslunda, Anki Magnusson and her husband Börje, who together run the company, had ML Brushing Technique, just opened a store next to its own factory.

“I thought about how we could market ourselves and thought that there must be more small business owners nearby,” she says.

On Petersburg yard A few kilometers away, Monika Larsson had similar thoughts after building a new farm shop. She and Anki began to think about how they could do something together.

– Then my husband came up with the idea: ”Take the road, it binds you together,” explains Monika.

Ten entrepreneurs along road 1570 between Komstad and Skåne Tranås came to the first meeting and then everything went quickly. When the leader project got underway, the association had 28 members along the route.

During the project, members were trained in marketing, brochures were printed and a website was created. In addition, signs were made that each member could put up at the entrance. Things that probably would not have been done without support from Leader, they say.

Over the years, Genväg Österlen has become an established concept. Anki Magnusson states that the number of customers has increased significantly. Johan Åberg, who runs The sofa bed expert in Skåne Tranås, can state that Genväg Österlen has developed into a positive brand:

– The real estate agents use it in their advertisements when they sell properties along Route 1570.

Over the years, some members have dropped out, while others have joined. Today, 36 companies participate and Genvägen now extends along the entire route 1570 – all the way to Anklam outside Sjöbo.

One of the newer members is artist Maud Bergman, who moved from Gothenburg to Onslunda in 2020.

– Anki called me and of course I took it right away. The shortcut gives me the opportunity to showcase my business.

In 2021, Genväg Österlen joined the newly launched umbrella organization "”Harvest time in Österlen”, which offers another showcase for members.

Looking ahead to the future, the association has several ideas for further development. One is to incorporate sights and history along the route and perhaps create a completely new brochure. There are also plans for courses and activities for visitors. In 2025, Genväg Österlen will also be 15 years old – something that is being celebrated with a anniversary party on July 11.

Text & photo: Torun Bortz

SHORTCUT EASTERN

brings together farm shops selling, among other things, berries, mustard, honey, chocolate, spelt and naturally pastured meat. Along the way, you can also buy clothes, shoes, designer crafts, art, sofa beds, brushes, yarn and plants. There are hotels, cafes, an unmanned grocery store, a crêperie and wine tastings are arranged. The network also includes a local history association, a museum, an advertising agency, several craft companies, an acupuncturist, cleaning and gardening services and a bouncy castle rental company.

THE LEADER PROJECT

Project idea
The project aimed to create contact and cooperation between entrepreneurs along Route 1570 in order to get more customers and ultimately make the companies more sustainable.

Activities
The project formed a network of companies and organizations that together arranged meetings, study visits, community-building parties and training on topics such as marketing, packaging and social media. Brand new collaborations were created and joint public activities such as open houses were arranged.

Results
The project's goal of strengthening local businesses and increasing community and cohesion in the region was achieved. The brand Genväg Österlen was established and, thanks to joint marketing and joint events, the number of customers and visitors to all actors along road 1570 increased. More companies joined the network, which continues to this day.

Journal number 2011-4094
Project owner Shortcut Österlen
Project period 2011-02 – 2013-12
Leader area Leader Ystad-Österlen region
Area of operation Enterprise
EU fund Agricultural Fund for Rural Development
Leader funding SEK 545,773
Other financing 11,000 SEK
Value of non-profit efforts SEK 1,643,864
Website www.genvagosterlen.se