Marketing strategies to self-sustainability of autochthonous swine breeds from different EU regions: a mixed approach using the World Café technique and the Analytical Hierarchy Process

Abstract Extensive and semi-extensive production based on local swine breeds such as Majorcan Black Pig, Cinta Senese, Gascon, Krškopolje Turopolje is becoming extremely rare the verge of disappearing in Europe. In this context, main aim study was to assess potential feasibility marketing strategies act guidelines for stakeholders along supply chain create improve added value match market demands. The sustainability five systems evaluated together with 60 representing breeds, using a World Café (WC) method combined an Analytical Hierarchical Process (AHP). results showed that proposed could differ slightly depending each system, while product strategy common priority most represented all evaluated. Diversifying toward quality, innovative products, enhanced standardization, quality labeling or seals guarantee, protected geographical indication designation origin, would contribute these chains. Advertising storytelling meat products emphasizing their healthier properties were also considered positive strategies. To effect, promotion should involve improving knowledge raising profile via public relations (networks, web pages, food gastronomic events, workshops so on) Hotels, Restaurants Catering (HORECA) sector, stores selling top-quality shops. Better showcasing keeping price premium segment indirectly help primary sector. By way conclusion, other more developed be strong competitors, hence it important effectively identify trace autochthonous breed throughout chain. Furthermore, entire must place greater emphasis grazing (extensive semi-extensive), origin products. However, utmost importance cooperation between farms, firms institutions.