Jarmarki jako forma promocji produktów tradycyjnych
Ethnic fairs as a form of promotion of traditional products

Summary/Abstract: For several years it can be noticed, that the producers, regional authorities and consumers have been increasingly interested in traditional products. More and more people perceive traditional products as an attraction and realize that they should be protected and promoted. These products are a kind of showcase and even a region’s brand. They contribute to the fact that their region of origin is widely recognized. In order for traditional products to be recognized there is a need for taking appropriate promotional activities aimed at familiarizing the audience with them and emphasize their uniqueness, at the same time encouraging their purchase. One of the important forms of promotion are ethnic fairs. Thus the paper addresses the issues of the use ethnic fairs for promoting traditional products, mainly food. Ethnic fairs are the meeting point for supply and demand, effectively allowing reaching customers and suppliers. Today, ethnic fairs are often local in range or are the kind of the festival of a wider scale. The paper is a review and the author's intention is to stimulate discussion on these issues. Exemplification is made on the basis of selected ethnic fairs, emphasizing their importance for the promotion of traditional products. The main research method is documentary analysis and case studies.

• Details
• Contents