Using terroir to exploit local identity and cultural heritage in marketing strategies: An exploratory study among Italian and French wine producers

Riviezzo, Angelo; Garofano, Antonella; Granata, Julien; Kakavand, Samaneh

doi:10.1057/s41254-016-0036-4

Cited by 29 publications

(24 citation statements)

References 25 publications

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“…The Mediterranean approach to food quality paved the way for the historical base for the promotion of foods in the European Union (EU) [2]. This approach defined food quality on the basis of sensorial aspects, i.e., taste, flavour, smell, texture and colour, as well as the history of its origin and culture along with the terroir, i.e., the natural environment a particular wine (and recently also food) is produced in, covering factors such as the soil, topography and climate [3][4][5][6][7][8].…”

Section: Introductionmentioning

confidence: 99%

Traditional Cheese Production and an EU Labeling Scheme: The Alpine Cheese Producers’ Opinion

et al. 2017

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Abstract:In 2012, the European Union introduced two optional quality terms (OQT) as new tools for the enhancement of food products. Two years later, the requirements for the use of the OQT "mountain product" were defined to enhance agricultural production in harsh environments, such as mountain areas. This new tool aimed at promoting local development, maintaining the economic activities in mountain areas and redistributing wealth. The present research aims at understanding if farmers perceived this tool as useful and evaluates their level of awareness. To this aim, a sample of 68 traditional cheese producers from the North West Alpine Arch was interviewed. The results show that some cheese producers have a positive attitude towards the concepts set out in the OQT "mountain product" and consider it a useful tool to promote and enhance their products. Some critical elements are also discussed.

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Section: Introductionmentioning

confidence: 99%

Traditional Cheese Production and an EU Labeling Scheme: The Alpine Cheese Producers’ Opinion

et al. 2017

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“…There are many definitions of tradition; one commonly used in GI research is the term "terroir" combining natural and human factors, which characterize the geographical area (Riviezzo, Garofano, Granata & Kakavand, 2017). Traditions are customs or beliefs taught by one generation to the next, and they play an essential role in cultural identification (Weichselbaum, Benelam & Soares Costa, 2009).…”

Section: Introductionmentioning

confidence: 99%

Between Tradition and Sustainable Innovation: Empirical Evidence for the Role of Geographical Indications

Gocci¹,

Luetge²,

Vakoufaris³

2020

IBR

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The role of innovation without disrupting tradition is gaining importance within GI research. Next to maintaining competitiveness within niche markets, the topic of sustainability is put into focus by different GI stakeholders. This paper aims to shed light on the combination of tradition and innovation and their effects on long-term sustainability. A new framework was developed combining the concept of a GI entrepreneur, the TISyn model, and the Triple-Bottom line. It can be used for holistic research of GI agricultural productions while focusing not only on economic factors but also on social and environmental ones. Three protected designations of origin (PDO) products were researched as case studies using the framework: Stromberger Pflaume (Germany), Carciofo Spinoso di Sardegna (Italy), and Vlaams Brabantse tafeldruif (Belgium). The selection of these cases was based on a qualitative content analysis of GI documents, with the possibility of comparing different national and institutional contexts, while using products belonging to the same product class (fruits and vegetables). Furthermore, the selection was refined by the available empirical material and the willingness and ability of GI stakeholders to engage in topics investigated here. The comparative case study approach allows us to qualitatively assess differences between the dimensions of sustainability within different contexts. Thus, it will help build a new theory around the synergy of tradition and innovation within the GI scheme. The results can support new GI policy designs and their implementation, which may benefit all the GI stakeholders in the long-run.

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“…And the territory, precisely, deeply influences the characteristics of the vines, which in turn transfer to the wine unique elements of quality [1,2]. In fact, as we know, many characteristics of wines are closely linked to the territory of origin and cannot be replicated elsewhere, thus distinguishing a wine and its reputation [3,4]. The link between wine and territory is indivisible, and winemakers gain a competitive advantage when they manage effectively territorial communication of distinctive elements to potential consumers [5,6].…”

Section: Introductionmentioning

confidence: 99%

“…Wine-growing companies usually underline the close link between their products and the territory adopting the origin denominations (CDOs) when possible; this denomination, in Italy, is identified with Protected Designation of Origin (PDO). In this case there are the "Etna PDO" for the wines produced in the Etna territory, and the "Passito di Pantelleria PDO" for the raisin wines produced in Pantelleria 4 .…”

Section: Introductionmentioning

confidence: 99%

“…Wine tourism is an activity with strong emotional and hedonistic components that influence wine lovers' satisfaction and choices [7,31]. Additionally, sensory marketing has become crucial in driving consumer choices [4,34] and several contributions have supported the concept of customer experience as a lever to create value for businesses and consumers [35,36,37]. Wine has got specific characteristics that make it an information system linked to experiential components that involve consumers cognitively and emotionally, through the symbolic, hedonistic, and esthetic nature of consumption [38].…”

Section: Introductionmentioning

confidence: 99%

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Study of Wine Producers' Marketing Communication in Extreme Territories - Application of the AGIL Scheme to Wineries Websites Features

Chironi¹,

Altamore²,

Columba³

et al. 2020

Preprint

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This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e. adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Also, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories helping environmental safeguard and contrasting territory abandonment by rural communities. The findings highlight that effective communication of heroic viticulture may be used to reposition these wines and increase their competitive advantage in foreign markets. The study generates new ideas for reflection on new types of web communication.

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Using terroir to exploit local identity and cultural heritage in marketing strategies: An exploratory study among Italian and French wine producers

Cited by 29 publications

References 25 publications

Traditional Cheese Production and an EU Labeling Scheme: The Alpine Cheese Producers’ Opinion

Traditional Cheese Production and an EU Labeling Scheme: The Alpine Cheese Producers’ Opinion

Between Tradition and Sustainable Innovation: Empirical Evidence for the Role of Geographical Indications

Study of Wine Producers' Marketing Communication in Extreme Territories - Application of the AGIL Scheme to Wineries Websites Features

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