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Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf / Robert, Bowen

Journal of Place Management and Development, Volume: 13, Issue: 2, Pages: 215 - 228

Swansea University Author: Robert, Bowen

Abstract

The aim of this paper is to evaluate how places approach the promotion of local food products and what it means to produce, consume and support local produce in a rural region.The study uses a participatory action-reflective approach through a series of 3 focus groups held over consecutive weeks wit...

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Published in: Journal of Place Management and Development
ISSN: 1753-8335
Published: Emerald 2019
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa52592
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Abstract: The aim of this paper is to evaluate how places approach the promotion of local food products and what it means to produce, consume and support local produce in a rural region.The study uses a participatory action-reflective approach through a series of 3 focus groups held over consecutive weeks with 9 participants. This included local food producers, artists and community members, with data collected through focus group discussions, reflective video diaries and a questionnaire. Research was conducted in Rhondda Cynon Taf, Wales, a region with entrepreneurial potential but lacking a reputation for food.Findings demonstrate confused perceptions of local identity, leading to a clichéd image of the region. As such, an origin brand may do little to enhance the value of local produce or increase economic prosperity in places that lack an established identity. Places with a more recognized reputation for food, such as Wales, could benefit from an origin brand, similar to Brittany.The study extends the academic understanding of place branding by investigating the value in using origin branding in promoting food products. The context of a lesser-known region highlights the importance of awareness and reputation for the successful implementation of the brand. Additionally, the unique community-led action-reflective methodology provides a holistic model in exploring the effective development of the brand.
Keywords: place, food, labelling, SME, country-of-origin
Issue: 2
Start Page: 215
End Page: 228