1. Local products and regional marketing Experiences from the Netherlands René de Bruin Dutch foundation for local products (SPN)

2. Background General developments in the Netherlands –Emphasis on agricultural modernisation –Orientation on export of agrarian products –Concentration of food production –A lack of ´eating culture´ Only 7 products with a European Quality label (PDO/PDI/TSG)

3. Recent developments Local initiatives aiming at sustainble regional development Bottom up, driven by farmer groups and small scale industry Alternative development patterns in agriculture and food Need for new skills, professionalisation of businesses and institutional arrangements Need for a new policy on agriculture and rural development

4. Market opportunities Growing awareness amongst consumers, restaurant, catering companies etc about quality products Slow food movement Growing interest in the ‘rural’, appreciation of nature and landscape Demografic changes, ageing population

5. A healthy future? Research initiated by Leader+ Network SPN was partner in the research Looking at strengths and weaknesses of local initiatives Goal: tips for local initiatives and tips for policy makers

6. Local products and regional marketing Two different development patterns –1. chain development around local products and product ranges –2. regional marketing, promotion of typical regional characteristics (products, landscape, tourism, art, culture etc)

7. Local products Artisan products, local organic produce, fresh produce, direct marketing channels. Local products and specialities of regional importance With national and international fame (PDO / PDI / TSG)

8. Chain concepts Present organization of food production and retail hinders the development of local products Need for typical products with: – unique characteristics – high quality, differ in taste –‘natural’ relation between product and region Need for strong entrepreneurship, market concepts, (re-) invention of tradion Need for operational quality schemes

9. Regional marketing Regional concepts based on regional identities Integrated approach (local products, tourism, nature and landscape, art, culture local cuisine etc) Looking for unique selling points of the region Public-private coalitions

10. Approach of regional marketing Fase 1: internal branding –Defining shared values –Defining Unique selling proposition –Quality standards –Conditions for participation –Roles and responsabilities Fase 2: external branding, consumer oriented –Promising brand or slogan, appealing to the consumer

11. (Possible) effects Social cohesion Stimulates business development, not only in agriculture (SME’s) Synergy between sectors (i.e. agriculture and tourism) Facilitates rural-urban coalitions Justifies a joint effort of both regional authorities and business communities

12. Some conclusions Breeding ground for innovation and regional development Local products and regional marketing have different u.s.p.´s and need different frameworks for development Synergy is possible Regional marketing requires public-private coalitions; regional authorities can take a leading role European quality labels have no added value for producers Certification schemes are needed, but with low costs for small scale initiatives

13. Ambition of SPN Local: regional brands for food products and touristic services National: quality scheme for local products (origin) European: co-operation with fellow organisations and initiatives

14. Questions What is the added value of EU Quality labels on regional products? Is regionale marketing the most valuable strategy for regions without a strong tradition of quality products? Should regional labels or brands be authorized by the EU at the same level as Quality Labels? Does a regional label has to be also a quality label?