Marketing Strategies the Agrifood Products

Abstract

Agri-food production represents the specific character of an area. Food and wine culture derives from this production and is a distinctive element and an important asset for the area, with important repercussions in other sectors of the economy: industry, commerce, tourism, research. Agri-food heritage is constantly evolving, and there are frequent cases of imitation products sold in non-European markets. To combat this phenomenon, the European Union has sought to reduce this risk by granting quality marks to products that demonstrate specific links to their places of origin. The objective of this work is to analyze the motivations, benefits, and costs associated with the recognition of a local product by a Slow Food Presidium, considering both individual companies and local production systems. The research shows that Slow Food Presidia initiate processes of regeneration for the "value" of food products and play a critical role in the success of individual companies, in particular, but also for the local area more generally.