The food tourism industry has major challenges, it is difficult to attract and retain staff, the status of the industry is low, the level of training of owners needs to be raised and the social sustainability of the companies must be developed in order to become a future industry with economically profitable and attractive companies. The project creates a movement of socially sustainable, attractive and competent employers with economic growth. The target group for the project is SMEs in Halland, which operate in the food tourism industry. The project's activities lead the target group to develop their abilities and understand the importance of socially sustainable leadership, its importance for attractiveness, sustainability work and economic profitability. After completing the project, the companies have become more inclusive, socially sustainable, competent employers and their ability to communicate norm-creatively has increased. This provides increased attractiveness for the industry and strengthened employer branding for each uniquely participating company.