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SYMBOLS AND IMAGE OF RUSSIA: SARATOV'S KALACH
Abstract
Bread is the staff of life. This saying is true for Russia, where bread has always been considered the symbol of wealth and prosperity, and referred to as the gastronomic brand of many Russian cities. Kalach, a round shaped wheat bread, is the representation of Saratov, “bread capital” of the Volga region. This fact was the basis for the city's high status in Russia at the beginning of the twentieth century and still forms the image of Saratov. Analysing the local guidebooks and area study materials of different historical periods, the research examines the changes in the techniques, forms and methods of promotion of kalach as Saratov's regional gastronomic brand from the late nineteenth century until now. At the end of the nineteenth century, production of kalach increased the importance of Saratov as the centre of bread production in the region, and triggered the economic and industrial development of the city. Due to the presence of the highest quality flour, Saratov's kalach was known all over Russia, admired by people of different social classes, popularised the city even in overseas countries (the USA, for example) and formed Saratov's image. In modern Russia the brand exists due to its cultural background and still serves to attract tourists' attention though the volume of production is decreased significantly, the popularity of the product is of local importance and the quality is losing its exclusiveness. Nevertheless, Saratov is still associated with kalach: it is the integral part of the city's image and is presumed to be the basis for gastronomic tourism development. Study of brand's history creates the ground for area cultural studies and provides evidence for introduction and maintenance of positive image of region in the country and in the world.
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