02677nas a2200433   4500000000100000000000100001000000100002008004100003260000800044653003300052653002300085653001100108653002100119653002400140653003800164653004800202653002100250653004800271653001800319653007000337653005500407653003900462653003300501653001500534653002300549653004000572653004600612653003200658653005100690653005000741653004500791100002500836245009000861856015300951300001201104490000701116520110001123022002002223       2015                            d  cmar10aIntangible cultural heritage10aMediterranean diet10aUNESCO10aentrepreneurship10asocial anthropology10aHeritage institutions (ICH\_1360)10aEconomic and social development (THE\_5342)10aFood (THE\_3078)10aJustice and Strong Institutions (ICH\_1394)10aSDG 16: Peace10areferences illustrating linkages between SDGs and ICH (ICH\_1440)10aSDG 8: Decent Work and Economic Growth (ICH\_1386)10aCommunity participation (THE\_204)10aCultural identity (THE\_382)10aSpain (ES)10aTourism (THE\_202)10aSustainable development (THE\_7357)10aNongovernmental organizations (THE\_5699)10aMarket economy (THE\_65391)10aSDG 17: Partnerships for the Goals (ICH\_1395)10aSDG 3: Good Health and Well-being (ICH\_1381)10aSDG 10: Reduced Inequalities (ICH\_1388)1 aRichard Pfeilstetter00aHeritage entrepreneurship. Agency-driven promotion of the Mediterranean diet in Spain  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84921543541&doi=10.1080%2f13527258.2014.930502&partnerID=40&md5=629751551028826285fedb0456779dba  a215-2310 v213 aThis article explores the role of the agency in the social process that constitutes cultural heritage. By introducing the concept of heritage entrepreneurship to explain the conversion of cultural elements into heritage, we discuss the case of the Mediterranean diet (MD) in Spain. We explore the role of an expert NGO in the recent inclusion of the MD in the UNESCO Representative List of the intangible cultural heritage of Humanity. Empirical evidence is presented for two basic patterns of heritage entrepreneurship, namely the construction and promotion of cultural heritage. First, we show how the community-heritage narrative is constructed in the official nomination file of the MD. Second, we analyse how businesses, governments and researchers constitute a specific heritage entrepreneur. We argue that the promotion of the MD as cultural heritage makes ordinary food different, both qualitatively (healthy and sustainable) and culturally (Mediterranean and traditional). We then look at the specific political, economic and scientific value of such a difference and its uses in Spain.  a13527258 (ISSN)