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

Robert Bowen Orcid Logo, Sophie Bennett

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

Swansea University Author: Robert Bowen Orcid Logo

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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 wit...

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Published in: Journal of Place Management and Development
ISSN: 1753-8335
Published: Emerald 2019
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URI: https://cronfa.swan.ac.uk/Record/cronfa52592
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last_indexed 2020-11-24T04:06:14Z
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spelling 2020-11-23T17:10:35.1628867 v2 52592 2019-10-28 Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf 6bb9d2aaad27adeef4e3c5f5e0572344 0000-0002-8492-2701 Robert Bowen Robert Bowen true false 2019-10-28 BBU 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. Journal Article Journal of Place Management and Development 13 2 215 228 Emerald 1753-8335 place, food, labelling, SME, country-of-origin 21 11 2019 2019-11-21 10.1108/jpmd-10-2018-0081 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2020-11-23T17:10:35.1628867 2019-10-28T11:44:41.7714737 School of Management Business Robert Bowen 0000-0002-8492-2701 1 Sophie Bennett 2 52592__16187__3dcf13f43e6c4fd0a0f619d43acbe10f.pdf 52592.pdf 2019-12-31T12:37:36.1191278 Output 471391 application/pdf Accepted Manuscript true Released under the terms of a Creative Commons Attribution Non-commercial International License 4.0 (CC BY-NC 4.0) true eng https://creativecommons.org/licenses/by-nc/4.0/
title Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf
spellingShingle Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf
Robert Bowen
title_short Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf
title_full Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf
title_fullStr Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf
title_full_unstemmed Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf
title_sort Selling places: a community-based model for promoting local food. The case of Rhondda Cynon Taf
author_id_str_mv 6bb9d2aaad27adeef4e3c5f5e0572344
author_id_fullname_str_mv 6bb9d2aaad27adeef4e3c5f5e0572344_***_Robert Bowen
author Robert Bowen
author2 Robert Bowen
Sophie Bennett
format Journal article
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publishDate 2019
institution Swansea University
issn 1753-8335
doi_str_mv 10.1108/jpmd-10-2018-0081
publisher Emerald
college_str School of Management
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hierarchy_parent_title School of Management
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description 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.
published_date 2019-11-21T04:06:33Z
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