Social Relations to Food, The Meaning of the Farmers’ Market and Healthy Lifestyle: The Case of Czechia and Ukraine

Hrubá, Renata; Sadílek, Tomáš

doi:10.1080/08974438.2022.2056558

Cited by 3 publications

(4 citation statements)

References 63 publications

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“…The use of experience of product/brand and territory through the direct involvement of the user/consumer by winemakers and stakeholders guarantee the uniqueness of the offer, which inevitably becomes personal and irreplicable in another context [65][66][67][68][69]. These results highlight that currently, only limited information is conveyed to consumers, and only at a few consumption places, such as local hotels and restaurants.…”

Section: Discussionmentioning

confidence: 94%

“…In summary, the most important element that emerged from all the stakeholders with different points of view can be summed up in one word, namely, "experience." The experience of the product in a context that evokes its real origin territory [65] was considered crucial to involve consumers and make them aware of the tangible and intangible value of Etna Rosso DOC wine [66]. In addition, communication through wineries' web sites and other social media channels emerged as extremely important.…”

Section: Roundmentioning

confidence: 99%

“…To achieve this, visiting the territory and tasting the product at wineries may help consumers to have a psychological involvement, feel positive emotions, and preserve memories of them and of the knowledge gained (information) about the wine, wineries, and the territory. These are all elements that favor purchasing intentions and new consumption occasions [2,8,10,13,15,22,23,25,27,[62][63][64][65][66]. All these elements may also add value to the product/brand and increase the willingness to pay a high to medium price for Etna Rosso DOC wine.…”

Section: Roundmentioning

confidence: 99%

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The Brand–Land Identity of Etna Volcano Valley Wines: A Policy Delphi Study

2022

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This is the first study on the brand–land link for quality wines with a strong identity produced in extreme territories using the Policy Delphi methodology. The objective of this study is to assess the existence of a relationship between the wine brand and the territory of origin for wines produced in the Etna valley in Sicily (southern Italy). Awareness among producers and stakeholders of the recognizability of local wines by the market was investigated. Moreover, the forecasts/reliability, issues/importance, options/feasibility, and goals/desirability of development factors for wines with a brand–land link in the Etna valley were analyzed. The results were used to design a model of the value chain for wines with a brand–land identity which is generalizable to other wine regions. In this study, the policy Delphi method was adapted, consolidated, and improved for marketing studies in the agri-food sector. This adapted method can be replicated in other studies focusing on similar contexts. The findings provide insights into the characteristics (type and category) of development factors that add value to Etna Rosso DOC wine and provide interesting food for thought for wine-producing companies in other wine-growing areas with unique pedoclimatic characteristics that determine a strong brand–land link between wine and its territory or origin. Practical implications encompass new elements for winemakers, as well as for local decision-makers and stakeholders, for the formulation of more effective communication strategies and territorial revitalization strategies to enhance the competitiveness and appreciation of wines with strong geographical identity traits. To highlight these elements, a new theoretical model was designed that includes the experience of the territory and the product in the value chain of iconic wines.

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Section: Discussionmentioning

confidence: 94%

Section: Roundmentioning

confidence: 99%

Section: Roundmentioning

confidence: 99%

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The Brand–Land Identity of Etna Volcano Valley Wines: A Policy Delphi Study

2022

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“…For example, in the case of an SFSC in Brazil, it was found that organic street-market characteristics can contribute to more-sustainable supply chains [84]. A study done in Czechia and Ukraine highlighted that FMs are important signals of sustainable consumption, and that relevant marketing strategies should include an emphasis on social relationships with food, such as the role of farmers, markets, food festivals and alike, which can promote healthy eating [85]. Another study from Australia argued that FMs promote conscious consumption, provide support for local businesses and produce, enhance cultural and gastronomic heritage and, as a by-product of their contribution to the sustainability of the local food systems where they operate, FMs have the potential to offer authentic, social activities that support more-sustainable forms of tourism (e.g., proximity and slow tourism) [86].…”

Section: Discussionmentioning

confidence: 99%

Farmers’ Markets as Resilient Alternative Market Structures in a Sustainable Global Food System: A Small Firm Growth Perspective

2022

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A sustainable food system is a key target of the global Sustainable Development Goals (SDGs). The current global food system operates on market mechanisms that prioritise profit maximisation. This paper examines how small food businesses grow and develop within grassroot economies that operate on different market mechanisms. Focusing on artisan food producers and farmers’ markets, this research highlights the potential of resilient, small-scale, diverse markets as pathways to sustainable food systems. An applied critical realist, mixed-methods study was conducted at a macro (Irish food industry), meso (farmers’ markets in the region of Munster, Ireland) and micro (artisan food producers and their businesses) level. The resulting framework provides a post-growth perspective to sustainability, proposing that farmers’ markets represent an alternative market structure to the dominant industrial market, organised on mechanisms where producers ‘Mind what they make’ and ‘Make peace with enough’. In their resilience, these markets can provide pathways for structural change. This implies a call to action to reorientate policies targeting small food businesses to move beyond the concept of firms as profit-maximizing enterprises and to instead focus on a local food policy framework that reinforces the regional ‘interstices’ within which small food businesses operate to promote diversity, resilience and sustainability in the food system.

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