Marketing local products:
Short and long distribution channels
[ Summary ]
Collectively marketing local
products via long distribution channels
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 .
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.
 Daniel Pujol, op. cit.