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Marketing local products:
Short and long distribution channels

[ Summary ]

Section II
Collectively marketing local
products via long distribution channels

 

Chapter 1
Issues at stake

 


 


1.1 Increasing demand

 

As mentioned in the introduction to this dossier, demand for typical food products with a cottage industry image is undoubtedly growing ever faster, although there are differences from one country to another. In this sector, the talk is no longer of “niche” markets, but of widespread consumer trends [1].

According to the Eurobarometer survey carried out on behalf of the European Commission by France’s national agronomic research institute (INRA), among 16,000 Europeans, in November and December 1995, for 30% of consumers a product’s origin is a major criterion of choice when it comes to shopping. Furthermore, 76% of the people polled stated that they ate food products made “by traditional methods” and, in order to identify such products, 43% relied on consulting the label. What is more, 33% of the people interviewed checked the composition of the product, 29% checked the production site, 27% looked for a mention saying that the product was “traditional” and 25% trusted to the brand name.

 


[1] Daniel Pujol, op. cit.



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European
Commission

Agriculture
Directorate-General