The project aims to strengthen the joint local agricultural production by creating a common franchise with a well-developed quality assurance system for products in the border region by the cooperation of the Hungarian and Serbian partners within the project. This way, the project helps the local food producers to produce good-quality products and through brand usage to place them to the local and regional market and make profit. This project relies on the results of the previously implemented project AgroCraft. The project consists of three elements: Franchise brand building - Following an analysis of the current trends in the agrarian sector of the border region, building on a previously implemented pilot project in the region, as well as the local food products, the project will develop a brand, as well as a common marketing strategy to bring forward the visual elements of the brand. For the effective brand franchise, the project will develop a web shop. Quality Assurance System (QAS) - The main pillar of the brand and the franchise will be the Quality Assurance System, which will be mainly the responsibility of the project partner from Hungary. The project will develop an existing laboratory suitable for a chemical and biological analysis of the local food products. QAS will provide customers with information about the quality and health safety of the products. Involvement - Another crucial element of the project is the involvement of the existing and potential farmers and consumers in the border region as well as communication with consumers. The project will use the local forums and food exhibitions to attract new members for the brand franchise. In terms of communication with consumers, the project will apply a marketing strategy that includes: a complex PR campaign, promotional materials, a TV campaign, and conferences.