• fr
  • en

Territorial brands in the Alpine region: a chance for a better valorisation of regional products?

Branding and labelling mountain products answer various needs:  clarification for consumers, protection of producers and promotion of traditional know-hows and local identities. Territorial brands are thus flourishing, including in the Alpine region. To better understand these initiatives and their governance but also to foresee challenges ahead, the EUSALP Action Group 6, sub-group 2 “Future-oriented farming and forestry” organised the Workshop on “Territorial Brands in the Alpine Region”,  in Bolzano, Italy, on May 13 2019.

 

 

The meeting compared several ongoing experiences of territorial brands, to raise the awareness on valorising mountain products and to discuss actual trends among practitioners. Different sessions were organised to better understand the scope of these territorial brands. To start with, initiatives from the Alpine region,  focusing on the processes of involvement of operators were presented. In this session different cases were presented, such as Bohinj (SL), Rote Hann (IT), Valis Wallis promotion (CH), AFTAlp (FR), 100% Valposchiavo (CH), Marque Savoie (FR).

Apart from producers and operators, political institutions can also play a crucial role in the promotion of mountain products. In this regard, Euromontana presented the institutional work carried out since the 1990’s to obtain a European protection of mountain products. The implementation of the optional quality term “mountain product” in different European Member States was also analysed, with various implementation levels from one country to another. While Italy and Romania, for instance, created a dedicated national logo for consumers to better identify mountain products, other countries such as Spain and Croatia have not yet implemented the European legislation. Other institutional initiatives were presented, such as the coordination of 70 local brands in Germany by the Bavarian Ministry of Agriculture, Food and Forestry or the initiative from the Metropolitan City of Turin to experience  a basket of typical products of the province of Turin.

The last session aimed at discussing ways to measure the economic, social, cultural and environmental impact of Territorial Brands and how they can support the development of the territory. The meeting enabled Alpine stakeholders to compare measures that are being developed to promote mountain products. Branding and labelling  give importance to different aspects: local consumers’ and tourists’ expectations,  the search for quality in the processes and in the products, the definition of a territorial quality which would systemise all certified products, and reflect the complexity of local identities, global and non-sectoral languages ​​and approaches, the difficulty of bringing together local brands and brands from large regions.

Discussions led to the identification of core points for future attention:

  • Future new targets: Alpine territories and products must start to think about communicating with young people as the youth needs an adequate language ​​to tell things that may interest them. New tourists from oriental regions is also a target to think about, as they have a different vision of the Alpine identity than mainstream tourists.
  • Local identity: brands are based on traditional know-hows of local communities. Their ability to express their identity is a key factor for the success of the brand.  Human capital in the capacity of expressing a specific identity deserves a particular attention and raises demand for trainings.
  • Balance of the promotion efforts:  certification processes and communication through the management of a brand are expensive activities. Finding the right and fair balance between the needs of a community in terms of identity and what it takes to promote it should be further discussed.
Share
31 May 2019

Euromontana sur Facebook

5 days ago

Euromontana
XII European Mountain Convention | Discover our speakers!Enabling tools workshop ⚙️➡️ A. Lane-Spollen from the #BCONetwork will explain how the 🇪🇺 can support local broadband projects in the mountains 🌐➡️ G. Lentini from Consorzio Poliedra will illustrate the benefits of the project Smart digital transformation of villages in the Alpine Space 🌄📆 25-26-27 Oct 2022📌 Sila Natural Park & Biosphere ReserveFull programme & registration 👇www.emc2022.info/#SmartMountains #IYM2022 Europe in my region Digital EU Schweizerische Arbeitsgemeinschaft für die Berggebiete SAB CIA-Agricoltori Italiani della Calabria ... See MoreSee Less
View on Facebook

2 weeks ago

Euromontana
Photos du journal🔔 Diventa un progettista esperto per lo sviluppo sostenibile delle aree montane: aperte le iscrizioni al Master di Primo Livello in Project Management per la Montagna! Disponibili 20 borse di studio a copertura totale dei costi - domande di ammissioni entro il 3/10/2022.👉 Leggi il bando di ammissione: bit.ly/3bi3JI7🎓 Corso organizzato dal Polo Unimont dell'Università degli Studi di Milano in collaborazione con il Dipartimento per gli Affari Regionali e le Autonomie della Presidenza del Consiglio dei Ministri.#montagne #sostenibilità #projectmanagement #progettazione #master ... See MoreSee Less
View on Facebook

2 weeks ago

Euromontana
XII European Mountain Convention | Discover our speakers!Smart living workshop 🤝➡️ L. Gascón Herrero from Programas.UE - DPT will tell us how the Diputación de Teruel - DPT supports the digitalisation of Multiservicio Rural to provide better services to citizens thanks to Next Generation EU 📲➡️ D. Inge Bruflot will show how 'Innovangsjon' leads housing and social innovation to revitalise Vang 🏡📆 25-26-27 Oct 2022📌 Sila Natural Park & Biosphere ReserveFull programme & registration 👇www.emc2022.info/#SmartMountains #IYM2022Statsforvalteren i Innlandet Mountain Partnership Cia - Agricoltori Italiani ... See MoreSee Less
View on Facebook

3 weeks ago

Euromontana
📢 Registration is open for Montana174's event! Join us to learn more on◾️ how the 🇪🇺 Cohesion Policy benefits mountain areas◾️ how to receive funding for your community◾️ how to improve the uptake of funds in the mountains📆 20 Sept📌 Brussels & onlineProgramme & registration 👇www.euromontana.org/en/events/final-conference-how-to-foster-the-effective-uptake-of-cohesion-pol...Europe in my region Programas.UE - DPT Europe Direct Isère Savoie ERSAF PINS Skrad RRA Podravje - Maribor European Committee of the Regions EESC - European Economic and Social Committee Uncem ... See MoreSee Less
View on Facebook

Euromontana sur Twitter

Open applications for 2 Thematic Groups! Don't miss the chance to register your interest:

🥕Strengthening the position of farmers in the #OrganicFood Supply Chain by 19/8👉https://t.co/QT6CShTDFq

🌳🐸Landscape Features & #Biodiversity by 6/9👉https://t.co/Mkxgf3hSz7

2

Healthy soils are vital for life on Earth 🪲🍄🐛

They are crucial for our food security, our ecosystems and to help us halt the climate crisis.

#EUHaveYourSay in our new public survey on an 🇪🇺 EU Soil Health Law 👇
https://t.co/CXPEOaABXJ

#EUGreenDeal #EUSoil

"It is imperative to move away from a limited reactive approach of fire suppression to a planned approach of #FirePrevention". This is what the @REA_research states.
➡️ https://t.co/zQW7lEF7Jt
@ctforestal

XII EMC on #SmartMountains | Discover our speakers!

Enabling tools workshop ⚙️
➡️ @Ashya__LS from the #BCONetwork will explain how the 🇪🇺 can support local #broadband projects in the mountains 🌐

Programme & registration👇
https://t.co/oN8sx4WSMG
#IYM2022 #MountainsMatter

Have you heard of Smart Silver Villages in the last @ENRD_CP magazine? 👩‍🦳

Smart Villages can improve the quality of life of #OlderAdults and boost #SMEs in rural areas 📈 Check out the actions linking #SmartVillages and the #SilverEconomy in Slovenia ⤵️
https://t.co/jYAi0SZFLs

Load More...