Now it’s time for Polkagris-VM again, this year everything will be bigger and with a clear goal, to put Gränna on the map internationally, and we have therefore renamed Polkagris-VM to Candy Championships. Candy Championships, with the support of Gränna Näringsliv, has received 1.2 million through the municipality and the EU to promote Gränna. When we applied for support for the project in January, one thing was very clear: the money should not be used for Gränna entrepreneurs to market candy canes, the money should go to marketing Gränna and the surrounding area. The aim of the Candy Championships this year is to attract more foreign visitors and to create an annual event with an international character. By hosting the World Cup on August 9-10, we hope to extend our tourist season, both this year and in the future. A project like this, involving many local businesses from the county, will contribute to the development of the whole area. As business grows and the tourist season is extended by a few weeks, we postpone the ”end of season” with the usual shuttered shops and instead bring the County to life for a few more weeks. Interest in the County is being raised in new forums, both nationally and internationally. Gränna’s strategic location midway between Stockholm and Gothenburg means that with activities like this we can quite easily grab another share in the battle for tourists. The idea is for the Candy Championships to be self-sustaining and fully developed by 2020. In this decision, we have also considered the Gränna cooks who have the most to do at the end of July and agreed that it would be easier for them if the World Cup takes place in August instead. Of course, not only will the candy cane bakers benefit from a season extension, but hotels, cafes and shops in Gränna and the surrounding area will also benefit. Below is information about our vision and what the World Cup will look like this year, instructions for registering now, but you will also be invited to a more detailed information meeting in mid-June.
The biggest difference in the competition this year is that we have created an interesting, exciting and entertaining event that makes both Swedish and foreign participants and visitors want to return to the county and the world championship every year. For this reason, we focus on an entertaining show and have improved the conditions for the baking of the candy cane itself. Our vision is for the World Cup to be more fun than pretentious, for everyone, more show than fight. With big names such as Lasse Kronér and Håkan Eng as hosts, Leif Mannerström as chairman of the jury and several foreign participants, we create good conditions for attracting Swedish, as well as international, media coverage, both before, during and after the competition.
We have had contact with several sugar bakers in Europe, as well as visiting some of them, and there is great interest and enthusiasm for both Gränna and the competition. Denmark, Germany, Poland and the USA are already ready for the competition, and we are discussing with Spain, the Netherlands, England and Algeria, among others. We can say that our foreign colleagues with whom we have been in contact have not been particularly impressed by the polka dots themselves. What has greatly impressed them all is that there are almost 15 caramel makers in a small town like Gränna with about 2500 inhabitants. We have been impressed by their detailed sugar craftsmanship, which actually beats our candy cane by a mile, and it didn’t take long to realize that what is unique to Gränna is not that there are caramel makers but that there are almost 15 of them. We have by far the most caramel makers per capita in the world, so thanks to all the sugar bakers in Gränna, Gränna’s beautiful and charming surroundings, and the County’s annual Candy Championships, we can reinforce Gränna’s brand by creating another one: ”Candy Capital of the World”. Together with Gränna Näringslivs, we share a vision that Candy Championships, together with Candy Capital, will be one of the pieces of the puzzle to attract more tourists to Gränna.
Sponsorship/cooperation/engagement:
We are immensely grateful for all the sponsorship, good cooperation, engagement, tips and ideas we have received and are receiving. We thank Gyllene Uttern, Grännastrandens camping, Hotell Amalias hus, Destination Jönköping, Hamnkrogen, Bergströms, Grenna Blommor and Gränna Eltjänst, and welcome new sponsors, collaborations and commitments.
We know that Candy Championships will be an asset for all entrepreneurs in Gränna, Polkagrisen already sells itself, we are working to highlight more good things about Gränna and hope that as many people as possible want to join the train. Restaurants might have a ”Candy Championships dessert” or a ”World Cup pizza” on the menu, cafes and ice cream parlors a World Cup pastry or World Cup ice cream, shops a ”World Cup offer” or signage with ”Offer of the week in the candy capital”, etc. I know that we have an incredible number of talented and creative entrepreneurs in the County and I have no doubt that many new and great ideas will be generated around this. If we can help you with anything, or if you want to exchange ideas, don’t hesitate to contact us or visit us, we are located at Hallska Gården next to the Roman buildings.
Media:
We will all get a lot of media attention in newspapers, online, TV and radio, both in Sweden and internationally. Already the media coverage is growing and the Candy Championships website, Facebook, Twitter and Instagram are continuously updated with news, including shorter presentations about the company in the social media, and more detailed information about the company and the participating baker on the website. We are working now, and during and after the event we will send new press releases, call TV and radio and try to get as much media coverage as possible. We will make a TV feature about each company and participant, which together with a TV production about Gränna will be sold to the media. All companies, along with participating bakers, will also be presented by Håkan Eng and Lasse Kronér during the competition.
The competition:
The competition is completely free for everyone, we will provide all the bakers with sugar, peppermint oil, E120, talcum powder, tables, pots, thermometers, official World Cup wrapping paper etc. etc. To make the competition as easy and fair as possible for our bakers, everyone will have access to their own assistant (experienced candy cane baker) who will help with the rowing and make sure that everything is in place, that all temperatures are right, tools are working, etc. We need help from all Gränna entrepreneurs to spread the word. We also need drivers. We are not able to pay them but rely on commitment and goodwill. We are convinced that many would appreciate helping out and having fun as well as gaining experience of how a big event works backstage. All assistants and drivers will receive a backstage pass and we are also offering two free tickets to the World Cup after-party for those who volunteer.
The selection for the final will take place during Jönköpingsfesten on Friday 9/8 at Hoppets torg in the city center, and will be led by radio presenter and sports commentator Håkan Eng. Jönköpingsfesten is the largest public festival in the municipality and we see the collaboration with them as a great opportunity for good PR and many spectators.
The jury will, after the auditions, select 5 participants who will represent their countries on the Vätterscenen in Gränna harbor 10/8 with Lasse Kronér as host. After the final, there will be a World Cup after-party in the new world champion’s honor at Gyllene Uttern with a 3-course dinner, live music and a DJ. Bakers and assistants will receive two free tickets each and it will also be possible to buy tickets, just like at the County Gala.
Do not hesitate to contact us if you have any questions. You can also read more on www.candychampionships.com which is continuously updated with information, news and new participants. On the website you will also find links to the Candy Championships Facebook, Twitter and Instagram, feel free to follow and like!
The information meeting with more detailed information and the opportunity to ask any questions about Candy Championships will take place in June, I will return with the invitation and look forward to hearing from you. Brochure as pdf: https://grannanaringsliv.se/wp-content/uploads/2013/06/championships_broschyr.pdf
