Local food marketing as a development opportunity for small UK agri-food businesses

Hingley, Martin and Boone, J. and Haley, S. (2010) Local food marketing as a development opportunity for small UK agri-food businesses. International Journal on Food System Dynamics , 1 (3). pp. 194-203. ISSN 1809-6945

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Abstract

The study explores local food as a marketing opportunity for small food producers and identifies barriers to development. Research was conducted primarily through depth interviews, supplemented by a survey of food marketing group members in North-West England. The results of this local study were consistent with national survey data showing increasing consumer interest in food provenance, traceability and support for the local economy. Lack of an official and recognised definition of the term “local food” hindered marketing. Restricted access to finance and the burden of regulations were identified as barriers. Further, small business success was subjective and difficult to identify, since goals may be based on sustaining a lifestyle rather than profit.

Item Type:Article
Additional Information:The study explores local food as a marketing opportunity for small food producers and identifies barriers to development. Research was conducted primarily through depth interviews, supplemented by a survey of food marketing group members in North-West England. The results of this local study were consistent with national survey data showing increasing consumer interest in food provenance, traceability and support for the local economy. Lack of an official and recognised definition of the term “local food” hindered marketing. Restricted access to finance and the burden of regulations were identified as barriers. Further, small business success was subjective and difficult to identify, since goals may be based on sustaining a lifestyle rather than profit.
Keywords:local food, marketing, small-business development, UK
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N100 Business studies
D Veterinary Sciences, Agriculture and related subjects > D400 Agriculture
Divisions:College of Social Science > Lincoln Business School
ID Code:4239
Deposited By: Martin Hingley
Deposited On:18 Mar 2011 12:47
Last Modified:18 Jul 2011 16:40

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