Marknadsföring av lokal mat
en fallstudie av tre livsmedelsproducenter
LandsbygdsutvecklingLivsmedelsproduktionLokal matMarknadsföringMervärdeSmåskalig livsmedelsförädling
The process of food production has changed dramatically over the past one hundred years. Industrialization has led to large units of production, manufacturing, distribution, marketing and retail business. The final food product, in this system, is quite often fairly anonymous and the consumer will most likely know very little concerning the origin of the product. In recent years, the market for locally produced food has grown. There is an increasing interest in and demand for locally produced food items.
Due to today's large-scale food chain, it is difficult for small-scale producers to find channels into different markets and distribute their products accordingly. Potential consumers exist. However, the producers struggle to find them due to lack of marketing resources and absence of an established market place.
These case studies are based on secondary data and interviews. Three poultry producers based in the southern part of Sweden were interviewed in February 2007. The study focuses on these food producers with the key question: How do they market their products, and to what degree do they use local values in their marketing? The results show important differences between the three producers in this aspect. Most significantly they have adopted marketing strategies and selected market places in accordance to the qualities and values of their products. Tockafarmarens Ungtupp is the producer that is using local values the most compared to Bosarpkyckling AB and Ingelstad Kalkon AB. This company is also the producer that has the largest section of their customers within their local market. All three producers in this study do however use local values in their marketing, even outside of their local market. The region of Skåne, where the producers are situated, is known as a region with good food tradition. This could be one reason to why the "local values" are attractive also to consumers outside of the local market.
This thesis is a part of the research project "Factors of success for regional foods" that is lead by Charlotte Lagerberg Fogelberg.