Kommunikation von regional erzeugten Öko-Produkten am Point of Sale – eine exemplarische Bestandsaufnahme

Summary

As a number of studies show that regional origin is important for consumers, raising the market share of organically and regionally produced foods is widely discussed as an opportunity to strengthen a region´s value added as well as its sustainable development.
In a project supported by the Federal Organic Farming Scheme (BÖL), which was implemented with three retail partners, the marketing strategies and communication for regional products in organic and mixed retail stores and their visibility for costumers were surveyed with a standardised questionnaire. The most important result is that even though regional origin is an important issue for both consumers and sellers, very few retail shops already implemented professional marketing strategies.