Transcript Local products and regional marketing New experiences from
Local products and regional marketing
Experiences from the Netherlands René de Bruin Dutch foundation for local products (SPN)
• General developments in the Netherlands – Emphasis on agricultural modernisation – Orientation on export of agrarian products – Concentration of food production – A lack of ´eating culture´ • Only 7 products with a European Quality label (PDO/PDI/TSG)
• Local initiatives aiming at sustainble regional development • Bottom up, driven by farmer groups and small scale industry • Alternative development patterns in agriculture and food • Need for new skills, professionalisation of businesses and institutional arrangements • Need for a new policy on agriculture and rural development
• Growing awareness amongst consumers, restaurant, catering companies etc about quality products • Slow food movement • Growing interest in the ‘rural’, appreciation of nature and landscape • Demografic changes, ageing population
A healthy future?
• Research initiated by Leader+ Network • SPN was partner in the research • Looking at strengths and weaknesses of local initiatives • Goal: tips for local initiatives and tips for policy makers
Local products and regional marketing
• Two different development patterns – 1. chain development around local products and product ranges – 2. regional marketing, promotion of typical regional characteristics (products, landscape, tourism, art, culture etc)
With national and international fame (PDO / PDI / TSG) Local products and specialities of regional importance Artisan products, local organic produce, fresh produce, direct marketing channels.
• Present organization of food production and retail hinders the development of local products • Need for typical products with: – unique characteristics – high quality, differ in taste – ‘natural’ relation between product and region • Need for strong entrepreneurship, market concepts,
(re-) invention of tradion
• Need for operational quality schemes
• Regional concepts based on regional identities • Integrated approach (local products, tourism, nature and landscape, art, culture local cuisine etc) • Looking for unique selling points of the region • Public-private coalitions
Approach of regional marketing
• Fase 1: internal branding – Defining shared values – Defining Unique selling proposition – Quality standards – Conditions for participation – Roles and responsabilities • Fase 2: external branding, consumer oriented – Promising brand or slogan, appealing to the consumer
• Social cohesion • Stimulates business development, not only in agriculture (SME’s) • Synergy between sectors (i.e. agriculture and tourism) • Facilitates rural-urban coalitions Justifies a joint effort of both regional authorities and business communities
• Breeding ground for innovation and regional development • Local products and regional marketing have different u.s.p.
´s and need different frameworks for development • Synergy is possible • Regional marketing requires public-private coalitions; regional authorities can take a leading role • European quality labels have no added value for producers • Certification schemes are needed, but with low costs for small scale initiatives
Ambition of SPN
• Local: regional brands for food products and touristic services • National: quality scheme for local products (origin) • European: co-operation with fellow organisations and initiatives
• What is the added value of EU Quality labels on regional products?
• Is regionale marketing the most valuable strategy for regions without a strong tradition of quality products?
• Should regional labels or brands be authorized by the EU at the same level as Quality Labels?
• Does a regional label has to be also a quality label?