Estrategias de marketing de los productores de alimentos locales: profundizando en la multifuncionalidad rural

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María Ángeles Rubio Pastor
Carmina Fandos-Herrera
Pere Mercadé Melé

Resumen

La demanda de alimentos locales está experimentando un impulso en el mercado, debido a que los consumidores reconocen en ellos no solo ciertos atributos de calidad sino también el apoyo al desarrollo del medio rural donde se elaboran. Como respuesta, los pequeños productores locales se valen de páginas web, blogs y redes sociales para establecer la estrategia de marketing con la que tratan de adaptarse a las nuevas demandas. Esta estrategia se basa, principalmente, en conectar con sus consumidores y generar variados espacios de interacción. Las actividades de co-creación agroalimentaria en torno a productos locales son unas de estas nuevas formas de interacción, donde no solo importa el producto en sí, sino el conjunto de experiencias vividas que aportan un valor añadido. Para que estas sean plenas se revela fundamental la participación de distintos agentes del territorio y la multifuncionalidad de sus actividades en el medio rural.

Agencias de apoyo:
Consejo Económico y Social de Aragón

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Cómo citar
Rubio Pastor, M., Fandos-Herrera, C., & Mercadé Melé, P. (2023). Estrategias de marketing de los productores de alimentos locales: profundizando en la multifuncionalidad rural. Revista De Fomento Social, (307), 257-296. https://doi.org/10.32418/rfs.2023.307.5264
Sección
Estudios

Citas

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