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Abstract
Vermont is widely recognized as a national
leader in the place-based marketing of the state’s
food products. This has been accomplished through
the work of Vermont farmers and producers, and
the support and programs of the Vermont Agency
of Agriculture, Food and Markets and a variety of
nonprofit organizations. Together, these groups have
been able to take advantage of the connection made
by many consumers between Vermont products and
the idea of quality. This connection has often enabled
Vermont products to command a price premium, both
in markets within the state and in other areas of the
country.
Preliminary market research suggests that
consumers in two northeastern U.S. markets may be
interested in a Geographic Indicator label to identify
Vermont products and that feelings of connectedness
with Vermont and Vermont food products exists
outside of the state
This paper addresses four objectives for placebased
marketing in Vermont: The market definition,
the market potential, product attributes and
authentication, and the potential impact of placebased
marketing on the Vermont brand.