This 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
