“Taste Like in a Village”: From Slogan to Bio Concept

Abstract

The author analyzes the transformation of the global health megatrend in the last decade in Albania in the paradigm of anthropology. Analysis of possible factors of influence on the level of adaptation of innovations in the alimentary sphere in the new conditions of economic, social and cultural development of the country, as well as the impact of the global information field on all spheres of human life, including the food system, the economy, healthcare, nutrition, the beauty industry, etc., involves a comparison of complex data. As the analyzed materials show, on the one hand, the alimentary sphere is one of the most conservative. On the other hand, even in a traditionalist society, the “engine” of transformations in recent years has been the global health trend with its focus on food products grown “without harmful additives”, preferably, according to European tendencies of the theory of locavorism, “0 kilometers from their consumption”. The return of interest to “rural” products, “rural” food and “rural” culture of consumption is at the “forefront” of the struggle of the new economy for a person, his mind, stomach and wallet.