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Geographic Origin as a Branding Tool for Agri-Food Producers

Author

Listed:
  • Angela Tregear

    (Food and Rural Development, School of Agriculture, University of Newcastle, Newcastle, UK)

  • Matthew Gorton

Abstract

Origin indication is a well-established means of differentiation in the agri-food sector, and is likely to become even more popular in light of market growth trends. However, agri-food producers face additional problems to other sectors when using origin due to the particular characteristics of agri-food products and systems. Drawing from the branding and country-of-origin (COO) effects literatures, this paper examines the challenges agri-food firms face when using origin, and discusses alternative response strategies. Specifically, the paper addresses problems arising from two characteristics of origin: as a common resource, and as a strong physical and cultural link to product quality. Critical reflections are also made on the strengths and weaknesses of the branding and COO literatures, in light of their application to the agri-food sector.

Suggested Citation

  • Angela Tregear & Matthew Gorton, 2005. "Geographic Origin as a Branding Tool for Agri-Food Producers," Society and Economy, Akadémiai Kiadó, Hungary, vol. 27(3), pages 399-414, December.
    • Handle: RePEc:aka:soceco:v:27:y:2005:i:3:p:399-414
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    Cited by:

    1. Peter Gal & Attila Jambor, 2020. "Geographical Indications as Factors of Market Value: Price Premiums and Their Drivers in the Hungarian Off-Trade Wine Market," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 12(2), June.
    2. Innes, Brian G. & Kerr, William A. & Hobbs, Jill E., 2007. "International Product Differentiation through a Country Brand: An Economic Analysis of National Branding as a Marketing Strategy for Agricultural Products," Commissioned Papers 6131, Canadian Agricultural Trade Policy Research Network.

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