Estonian Food Marketing and Labels - Development and Future Perspectives
Estonian Food Marketing and Labels - Development and Future Perspectives

Summary/Abstract: Estonian agri-food marketing has passed through clearly indicative phases during the transition period in the 1990s. The first period was characterised by loss of domestic market to foreign goods with long shelf-life and goods packages. Estonian retailers preferred foreign goods to domestic ones. Estonian trademarks were weak and the development was not encouraging. The sharp change occurred in the end of 90s, when Estonian food labels started to fight back onto the domestic market. Besides the producer brands Estonian quality labels for food were developed and launched. Today there are two quality labels - one of them being equally available for all producers of the EU, and another - emphasising domestic origin of the raw material.

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