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Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf

Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf This paper aims to evaluate how places approach the promotion of local food products and what it means to produce, consume and support local produce in a rural region.Design/methodology/approachThe study uses a participatory action-reflective approach through a series of three focus groups held over consecutive weeks with nine participants. This included local food producers, artists and community members, with data collected through focus group discussions, reflective video diaries and a questionnaire. The research was conducted in Rhondda Cynon Taf, Wales, a region with entrepreneurial potential but lacking a reputation for food.FindingsFindings demonstrate confused perceptions of local identity, leading to a clichéd image of the region. As such, an origin brand may do little to enhance the value of local produce or increase economic prosperity in places that lack an established identity. Places with a more recognised reputation for food, such as Wales, could benefit from an origin brand, similar to Brittany.Originality/valueThe study extends the academic understanding of place branding by investigating the value of using origin branding in promoting food products. The context of a lesser-known region highlights the importance of awareness and reputation for the successful implementation of the brand. Additionally, the unique community-led action-reflective methodology provides a holistic model in exploring the effective development of the brand. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Place Management and Development Emerald Publishing

Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1753-8335
DOI
10.1108/jpmd-10-2018-0081
Publisher site
See Article on Publisher Site

Abstract

This paper aims to evaluate how places approach the promotion of local food products and what it means to produce, consume and support local produce in a rural region.Design/methodology/approachThe study uses a participatory action-reflective approach through a series of three focus groups held over consecutive weeks with nine participants. This included local food producers, artists and community members, with data collected through focus group discussions, reflective video diaries and a questionnaire. The research was conducted in Rhondda Cynon Taf, Wales, a region with entrepreneurial potential but lacking a reputation for food.FindingsFindings demonstrate confused perceptions of local identity, leading to a clichéd image of the region. As such, an origin brand may do little to enhance the value of local produce or increase economic prosperity in places that lack an established identity. Places with a more recognised reputation for food, such as Wales, could benefit from an origin brand, similar to Brittany.Originality/valueThe study extends the academic understanding of place branding by investigating the value of using origin branding in promoting food products. The context of a lesser-known region highlights the importance of awareness and reputation for the successful implementation of the brand. Additionally, the unique community-led action-reflective methodology provides a holistic model in exploring the effective development of the brand.

Journal

Journal of Place Management and DevelopmentEmerald Publishing

Published: Apr 17, 2020

Keywords: Place; Food; Labelling; SME; Country-of-origin

References