Geographic Origin as a Branding Tool for Agri-Food Producers
Geographic Origin as a Branding Tool for Agri-Food Producers

Summary/Abstract: Origin indication is a well-established means of differentiation in the agri-food sector, and is likely to become even more popular in light of market growth trends. However, agri-food producers face additional problems to other sectors when using origin due to the particular characteristics of agri-food products and systems. Drawing from the branding and country-of-origin (COO) effects literatures, this paper examines the challenges agri-food firms face when using origin, and discusses alternative response strategies. Specifically, the paper addresses problems arising from two characteristics of origin: as a common resource, and as a strong physical and cultural link to product quality. Critical reflections are also made on the strengths and weaknesses of the branding and COO literatures, in light of their application to the agri-food sector.

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