The Role of Marketing in Local Food Networks

Local food producers are often advised to collaborate with other local food producers to jointly participate in marketing and sales activities. Local food producers are often small and must operate many different activities to run their company, so the idea to collaborate may help them to become more efficient. We explore the role of marketing in local food networks through an analysis of marketing strategies and marketing mix in six local food networks in central Norway. When producers participate in food networks, they disconnect from direct relationships with their consumers. The value of this relationship must be considered in addition to costs related to sales and distribution in the network. The networks rely on regional products and regional branding as the main marketing strategy and promote local and localized products.

Schiefer, Gerhard
Rickert, Ursula
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Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN 1869-6945 (Other)
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Published in:
International Journal on Food System Dynamics, Volume 08, Number 1
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 Record created 2017-04-01, last modified 2018-01-23

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