Local products and regional marketing Experiences from the Netherlands

1. Local products and regional marketingExperiences from the Netherlands René de Bruin Dutch foundation for local products (SPN)

2. Background • General developments in the Netherlands • Emphasis on agricultural modernisation • Orientation on export of agrarian products • Concentration of food production • A lack of ´eating culture´ • Only 7 products with a European Quality label (PDO/PDI/TSG)

3. Recent developments • Local initiatives aiming at sustainble regional development • Bottom up, driven by farmer groups and small scale industry • Alternative development patterns in agriculture and food • Need for new skills, professionalisation of businesses and institutional arrangements • Need for a new policy on agriculture and rural development

4. Market opportunities • Growing awareness amongst consumers, restaurant, catering companies etc about quality products • Slow food movement • Growing interest in the ‘rural’, appreciation of nature and landscape • Demografic changes, ageing population

5. A healthy future? • Research initiated by Leader+ Network • SPN was partner in the research • Looking at strengths and weaknesses of local initiatives • Goal: tips for local initiatives and tips for policy makers

6. Local products and regional marketing • Two different development patterns • 1. chain development around local products and product ranges • 2. regional marketing, promotion of typical regional characteristics (products, landscape, tourism, art, culture etc)

7. With national and international fame (PDO / PDI / TSG) Local products and specialities of regional importance Artisan products, local organic produce, fresh produce, direct marketing channels. Local products

8. Chain concepts • Present organization of food production and retail hinders the development of local products • Need for typical products with: • unique characteristics • high quality, differ in taste • ‘natural’ relation between product and region • Need for strong entrepreneurship, market concepts, (re-) invention of tradion • Need for operational quality schemes

9. Regional marketing • Regional concepts based on regional identities • Integrated approach (local products, tourism, nature and landscape, art, culture local cuisine etc) • Looking for unique selling points of the region • Public-private coalitions

10. Approach of regional marketing • Fase 1: internal branding • Defining shared values • Defining Unique selling proposition • Quality standards • Conditions for participation • Roles and responsabilities • Fase 2: external branding, consumer oriented • Promising brand or slogan, appealing to the consumer

11. (Possible) effects • Social cohesion • Stimulates business development, not only in agriculture (SME’s) • Synergy between sectors (i.e. agriculture and tourism) • Facilitates rural-urban coalitions Justifies a joint effort of both regional authorities and business communities

12. Some conclusions • Breeding ground for innovation and regional development • Local products and regional marketing have different u.s.p.´s and need different frameworks for development • Synergy is possible • Regional marketing requires public-private coalitions; regional authorities can take a leading role • European quality labels have no added value for producers • Certification schemes are needed, but with low costs for small scale initiatives

13. Ambition of SPN • Local: regional brands for food products and touristic services • National: quality scheme for local products (origin) • European: co-operation with fellow organisations and initiatives

14. Questions • What is the added value of EU Quality labels on regional products? • Is regionale marketing the most valuable strategy for regions without a strong tradition of quality products? • Should regional labels or brands be authorized by the EU at the same level as Quality Labels? • Does a regional label has to be also a quality label?