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In the summer of 2018, the food souvenirs’ tender procedure was organised with an aim to gather and popularise traditional food recipes, presenting them with a touch of modern interpretation, thus helping new entrepreneurs to advertise their products. In total, 28 product ideas were applied for the tender procedure and the tenderers received feedback regarding their gastronomical quality, design and connection of the new products with the food heritage. The winning products are sold in the museum store and are entitled to use the brand of the Estonian National Museum in product marketing.

The newly created souvenirs’ line products not only look good and taste good - they tell a certain story about the identity, specific regional nature, ethnography and traditional cuisine of the place. Created in cooperation between experienced and young creative agents, they strengthen the community ties and connection of creative industries with the museum. This benefits also the end usersmuseum visitors, whose life becomes better, using the newly created goods and services, and the economy at large, warmed up by the high added value of products and the wellbeing of society.