Webinar: Regional marketing in agriculture - trends and perspectives
The interest of consumers in regional food has increased significantly in recent years. According to a recent study by the BMEL (2020), the indication of the origin of a food product is the most important aspect mentioned when it comes to food labelling. With 85% agreement, the desire for information on origin is even slightly ahead of the list of ingredients (83%) and the best-before date (81%). Especially for fresh products such as eggs, milk, vegetables or meat, consumers prefer a regional origin.
At the same time, the majority of consumers buy their food in supermarkets and only a few farmers in Germany market their products directly to end customers. The farm shop is the most frequently used distribution channel. However, this form of direct marketing is not suitable for every location and is often characterised by a small reach or a limited range of products. In recent years, innovative forms of direct marketing have developed in order to sell products directly to end consumers and thus achieve higher added value. These range from cooperative marketing to online marketplaces and contactless shopping in container village shops. As these innovations are often linked to investments, the area of "social financing" in the form of profit participation rights, for example, is also gaining increasing attention.
In this webinar, you will get an overview of the different forms of regional marketing and the invited speakers will give exciting insights into the respective concepts and talk about their experiences.
Participation in the webinar is free of charge. Registration will start shortly.