Mercearia do Fradinho: A Beacon of Regenerative Tourism in Trancoso

A charming proposal in the heart of the historical village of Trancoso

In the historic village of Trancoso, Portugal, Mercearia do Fradinho stands as a testament to the power of local heritage and sustainable practices. This speciality grocery store and café, managed by passionate and visionary founders, is dedicated to offering high-quality regional products while fostering a deep connection with the community and environment.

Trancoso is a picturesque village located in the central region of Portugal, within the district of Guarda. It is part of the Beira Alta region and is known for its historical and cultural significance, as well as its beautiful natural surroundings. Surrounded by hills and valleys, Trancoso is a great place for nature lovers. The surrounding landscape is ideal for hiking, exploring, and enjoying the natural beauty of the region.

Trancoso has a rich history that dates back to Roman times. The town’s walls, its well-preserved castle, and narrow cobbled streets reflect its long-standing heritage. Its historical significance can be seen in many of the monuments, namely the Trancoso Castle, one of the village’s most notable landmarks, built in the 12th century, offers spectacular views of the surrounding countryside and sets the scenario for visitors to experience an immersive memory of the past. The village is also home to several churches, chapels, and traditional buildings, including the Church of São Pedro and the Church of Santa Maria, which add to its charm and historical character.

Figure 1 – Trancoso City Walls

 

 

A Legacy of Authenticity and Quality

The Beira Alta region, where Trancoso is located, is known for its high-quality, locally sourced ingredients. The fertile lands and diverse climate provide a variety of fresh produce, including beans, potatoes, and vegetables, which are often used in hearty stews and soups. The region is also renowned for its cured meats, such as “enchidos,” which include a variety of sausages made from pork, a key element in many local recipes. Dairy products, particularly cheeses such as “Queijo da Serra,” are prized for their richness and are often enjoyed as part of the region’s culinary offerings. Like in  many other Portuguese gems the quality of the ingredients, combined with traditional cooking techniques passed down through generations, ensures that the gastronomy of Trancoso is a true reflection of the region’s heritage and commitment to local, sustainable food practices.

Figure 2 – Views from Trancoso castle

 

Mercearia do Fradinho embraces this heritage offering a proximity shop full of character therefore contributing to the visibility of the regional produce variety towards the visitors of the region, and fostering the sustainability of local producers. The location is a charming establishment situated in the historic village. It specializes in high-quality regional products, including cheeses, cured meats, olive oils, jams, wines, and the renowned “Sardinhas Doces” (sweet sardines) typical of Trancoso. The shop offers a unique tasting experience, allowing visitors to sample authentic local flavours before purchasing. As you step inside, the rich aroma of aged cheeses and freshly baked bread fills the air, mingling with the earthy scent of cured meats hanging from wooden beams. The store provides a unique tasting experience, allowing customers to sample authentic local flavours before purchasing. Each bite of creamy cheese or sip of robust wine transports you to the region’s lush pastures and sun-drenched vineyards, enhancing the shopping experience and educating visitors about the rich culinary traditions of the area.

 

Getting to Know the Founders and their Motivation

The founders of Mercearia do Fradinho are deeply committed to preserving regional heritage and sharing the best of local traditions. Daniela Aguiar, a native of the village of Numão in Vila Nova de Foz Côa, brings her love for tourism, hospitality, and wine culture to the heart of the project. With a degree in Tourism and Leisure from the School of Tourism and Hospitality at the Polytechnic Institute of Guarda, Daniela’s enthusiasm for creating meaningful connections shines through in her work. As co-founder and manager of Mercearia do Fradinho, she greets every visitor with a smile and warm hospitality, embodying the spirit of the region she proudly represents.

André Frade, is the other soul behind the project. Originally from Trancoso brings the  venture dedication and precision. A graduate in Tourism and Hotel Operations from the School of Hospitality and Tourism in Coimbra, André has honed his expertise through extensive experience in the hospitality industry. His commitment to excellence and meticulous approach make him a key driving force behind Mercearia do Fradinho. As co-founder and manager, André is deeply invested in showcasing the richness of local culture and delivering an exceptional experience to all who walk through their doors.

Figure 3 – Daniela and André, founders of Mercearia do Fradinho, overseeing Trancoso ladscape

 

Together, Daniela and André have created Mercearia do Fradinho as a space where the essence of the region thrives, offering visitors an authentic taste of tradition, care, and passion.

 

Championing Regenerative Tourism

Aligned with the principles of regenerative tourism, Mercearia do Fradinho aims to positively impact Trancoso by enhancing its social and environmental well-being. The store supports local producers by sourcing products from regional artisans and farmers, bolstering the local economy and preserving traditional culinary practices. This commitment to local sourcing is a cornerstone of their business model, ensuring that every product tells a story of the land and its people.

Mercearia do Fradinho offers more than just products; it provides immersive experiences that connect visitors with the local culture. Their tasting sessions and curated tours allow visitors to delve into the flavours and history of Trancoso, fostering a deeper appreciation and connection to the area. Imagine savouring a slice of tangy, crumbly cheese paired with a drizzle of golden, fragrant olive oil while a local guide shares tales of the village’s storied past. These experiences are designed to be educational and enjoyable, highlighting the unique aspects of the region’s gastronomy and heritage.

 

The entrepreneurs have also complemented this offer with other elements that diversify the experience possibilities of the visitors.  These include elements such as “Breakfast at the Store” where guests can enjoy a delightful selection of fresh products in a cozy setting; a  Breakfast Basket”, thought for those on the go, the store offers breakfast baskets delivered to your home or accommodation and, in the same vein Picnic Baskets, prepared for picnics in the countryside, village, or town. Likewise, Mercearia do Fradinho also prepares “Wine Tastings and Tours”, extending the experience to the visit and interactions with the with the best producers in the region and beyond and other Guided Tours that are customized tours to explore the best sites in the region.

 

Promoting Sustainability and Environmental Stewardship

The store’s collaboration with initiatives like Rewilding Portugal, which focuses on renaturalisation in the Greater Côa Valley, underscores its commitment to environmental sustainability. By participating in these efforts, Mercearia do Fradinho not only promotes biodiversity, but also educates the community and visitors about the importance of preserving natural habitats. The sight of lush, rewilded landscapes and the sound of birdsong in the valley serve as a reminder of the beauty and importance of nature conservation.

 

Overcoming Challenges and Looking Ahead

Despite facing challenges such as resistance from residents and producers due to traditional mindsets and dependence on non-local customers, Mercearia do Fradinho remains steadfast in its mission. The founders are proud of their partnerships and recognition, including consultancy opportunities arising from their innovative approach.

Looking to the future, Mercearia do Fradinho plans to introduce electric bikes for sustainable tourism in the historical centre of Trancoso. They are also exploring the development of personalised tours and potentially expanding into consultancy services for tourism and hospitality businesses. These initiatives aim to further integrate sustainability into the local tourism industry and provide new ways for visitors to experience Trancoso.

 

A Vision for Community and Sustainability

Mercearia do Fradinho is more than just a store. It is a hub of community and sustainability. The founders are dedicated to fostering regional pride and sustainability awareness among younger generations, potentially collaborating with schools to bridge the gap between theoretical education and practical skills in tourism-related courses.

Their entrepreneurial journey offers valuable lessons for others: prepare thoroughly, build the right partnerships, and focus on storytelling and authenticity when promoting local products. Through their efforts, Mercearia do Fradinho exemplifies how local businesses can play a pivotal role in advancing regenerative tourism by enriching the community and environment they are part of.