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The Role of Marketing in Local Food Networks

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  • Haugum, Margrete
  • Grande, Jorunn

Abstract

Local food producers are often advised to collaborate with other local food producers to jointly participate in marketing and sales activities. Local food producers are often small and must operate many different activities to run their company, so the idea to collaborate may help them to become more efficient. We explore the role of marketing in local food networks through an analysis of marketing strategies and marketing mix in six local food networks in central Norway. When producers participate in food networks, they disconnect from direct relationships with their consumers. The value of this relationship must be considered in addition to costs related to sales and distribution in the network. The networks rely on regional products and regional branding as the main marketing strategy and promote local and localized products.

Suggested Citation

  • Haugum, Margrete & Grande, Jorunn, 2017. "The Role of Marketing in Local Food Networks," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 8(1), pages 1-13, January.
    • Handle: RePEc:ags:ijofsd:254113
    DOI: 10.22004/ag.econ.254113
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    References listed on IDEAS

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    1. Ildikó Kovács & Marietta Balázsné Lendvai & Judit Beke, 2022. "The Importance of Food Attributes and Motivational Factors for Purchasing Local Food Products: Segmentation of Young Local Food Consumers in Hungary," Sustainability, MDPI, vol. 14(6), pages 1-14, March.
    2. Simons, David & Skydmore, David, 2017. "Relationship Management and Lean Analysis in Maintaining Horticulture Supply Chains with Micro-businesses in Wales," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 8(3), August.

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