Food and gastronomy are important features of the identity of cities, regions and countries, contributing therefore significantly to their branding. This contribution is possible through the multiactor value co-creation in the place. The aim of the article is to analyse the links between processes of co-creation of agricultural and gastronomic value through the integration of systems of production and gastronomy. Evidence is provided that food and agriculture are moving towards a holistic service logic integrating sector subsystems into broader inter-industrial ecosystems. The paradigm of Service-Dominant Logic offers a framework for analysing interactions between multiactor engagement processes, and food/gastronomy service linked to places and their cultural milieux. These complex processes of co-creation are mapped, then applied to the case of agriculture and gastronomy in the Basque Country in Spain. The Basque gastronomic co-creation brings together the rural context of smallholders, fishermen, or farmers, service providers, and the urban context of cities, with their circles of social interaction and events, where service users are largely concentrated. Crucial role in the system—as institutional innovators—is played by the Basque chefs who integrate the different aspects of food production and consumption.

食品和美食是城市、地区和国家身份的重要特征，因此对它们的品牌影响很大。这种贡献可以通过现场的多方价值共同创造来实现。本文的目的是分析通过整合生产和美食系统，共同创造农业和美食价值的过程之间的联系。有证据表明，粮食和农业正在朝着将部门子系统整合到更广泛的行业间生态系统中的整体服务逻辑发展。服务主导逻辑的范式提供了一个框架，用于分析多参与者参与过程以及与地方及其文化环境相关的食品/美食服务之间的相互作用。这些复杂的共同创造过程被映射出来，然后应用于西班牙巴斯克地区的农业和美食案例。巴斯克美食共同创造将小农、渔民或农民、服务提供者的农村环境和城市的城市环境与他们的社会互动和活动圈结合在一起，其中服务用户主要集中在那里。作为制度创新者，巴斯克厨师在系统中扮演着至关重要的角色，他们整合了食品生产和消费的不同方面。