Hàrs Family Bio Cellar

Blue Economy Summer School | University of Pécs, Hungary  | with Daniel Kvarnström, Mats Göransson, Francisco Tamayo and Adam Kobli | July 2014

Hàrs Family Bio Celler Project was a two weeks project at the Blue Economy Summer School. We were encouraged to work together with local company to solve ecological problems, increase the profitability and aim to zero emission.


Analysis of the project

The organic farming has been operating in the Hars Family Bio Celler without using any kind of health and environment unfriendly chemicals. The bunches of grapes are harvested and selected by hand, which forms the basis of the bio grape juice. However, since the consciousness of the consumers is not very ecological yet, the profitability is in danger. It would question the viability of the Farm as well. Therefore, a proper business model is needed to ensure the profitability and viability of this type of winery.


Halfway through the project we visited the Bio Winery to study and understand the status
of the winery and its surroundings, as well as we conducted a number of interviews with the Hàrs brothers to find out
what the core problems were.


We analyzed the output of the farm winery to value to make it an input for a multiple cash flows, for the farm winery and for the community .Senza titolo-1_Tavola disegno 23
During the scan of the wine-yard´s possibilities we found that some of the problems rather stems from a way of thinking that does not take other entities in the region into account. We promote a more regional approach where the wine-yard is seen as a part of a bigger system.

Problem solving and concept

To face the problems we looked outside of the farm winery to find connection and collaboration with neighbourhoods and the inter city of Pécs. This lead us to the creation of a systematic design process that was used with other students projects to make money circulates locally.

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Make an open system without waste
Generation of new products from the output
Generation of new jobs
Multi-experience practices
Think localy and cooperation cluster
Proximity of Croatia
Make the locals interested

Development of the system

There is an old saying in English that reads: “No man is an island.” It emphasizes that a person has all sorts of connections to his or her surroundings. From this way of thinking we have identified a few opportunities the winery can adapt.


Strategic design

The winery need to start thinking outside their own boundaries and start collaborating with other small businesses in the region. Together with other local businesses a stronger local community can be created. Cluster with close businesses like local food and thermal springs, fishing and herb growing, history and caves. This cluster is situated close to the Croatian border, which makes it possible to target Croatian tourism. Art- and Wine/Food Nights could be part of the social activities targeting tourists as well as local inhabitants.




To explain better our proposal we achieved the Canvas business model:

business model

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