The Promotion and Marketing of Quality Products from Disadvantaged Rural Areas

q As part of a project co-funded under the EU's Fifth Framework Programme, a study was undertaken with the following aims: – to examine strategies used in the marketing of quality products among small and medium enterprises (SMEs) in disadvantaged rural areas – to explore consumer perceptions in relation to purchasing such products – to identify the practices of agencies and institutions in supporting the marketing of quality products – to bring forward ideas for improved promotion and marketing q Two study regions were selected – in the southwest and northwest. Surveys were undertaken among businesses producing quality products. These products, mostly speciality foods, included: cheeses, smoked fish, confectionery, preserves, fresh herbs, meats and organic produce. Surveys were also undertaken among consumers and personnel in relevant support and regulatory agencies. q Small-scale producers generally and organic producers in particular sell in local markets, directly to customers or final consumers. These with larger volumes tend to sell into the multiples. For those serving distant markets, access to customers is through distributors, bulk buyers and wholesalers. For most, market research and advertising are not major expenditures. Little use was made of the Internet. q In the view of producers the quality of their products is based on a number of factors – their own reputation and reliability in the eyes of their customers, the use of local resources, the way the products were produced (e.g. using traditional recipes or skills), the quality of ingredients, and features of the products themselves such as distinctiveness of texture, flavour, freshness or health and safety characteristics. Competitive advantage lay more in these various attributes than in official certification systems. q Producers did not perceive the use of place imagery to be a solution to the problems of marketing for small rural businesses. It is the association of known and trusted producers with particular places which is important. q The main problems of producers in accessing markets are: the time constraints on small-business operators and the restructuring of food supply channels whereby large multiples are reducing the number of links in the supply chain, centralising delivery systems and limiting interactions with suppliers. Small-2 scale producers, relying on personalised contacts for their marketing, would be disfavoured in this context. q Irish consumers attach high importance to official quality marks but have a low level of awareness of regional labels as markers of quality. For consumers of quality products, …