Place-Based Marketing Opportunities for Vermont

Vermont is widely recognized as a national leader in the place-based marketing of the state’s food products. This has been accomplished through the work of Vermont farmers and producers, and the support and programs of the Vermont Agency of Agriculture, Food and Markets and a variety of nonprofit organizations. Together, these groups have been able to take advantage of the connection made by many consumers between Vermont products and the idea of quality. This connection has often enabled Vermont products to command a price premium, both in markets within the state and in other areas of the country. Preliminary market research suggests that consumers in two northeastern U.S. markets may be interested in a Geographic Indicator label to identify Vermont products and that feelings of connectedness with Vermont and Vermont food products exists outside of the state This paper addresses four objectives for placebased marketing in Vermont: The market definition, the market potential, product attributes and authentication, and the potential impact of placebased marketing on the Vermont brand.