Regional Marketing Nature Park Poellauer Valley (Regionalvermarktung im Naturpark Pöllauer Tal)

Best Practice

Topics

• Protected areas
• Regional value added

Short description

Nature park; Expansion:12.500 hectar; Running time: since 1994, Objective: Regional marketing, revival of regional land use. Formation of a syndicate (70 members). First a market survey was done, after that the development of infrastructure and a productrange. The products were constantly on the basis of experiences improved (6500 different products in the own shop).

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Project executive

association of direct marketing (Verein der Direktvermarkter)

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Participants

Farmers of the Nature Park Poellauer Valley, Association of Austrian Nature Parks

Objectives

Regional marketing, revival of regional land use.

Activities

Formation of a syndicate (70 members). First a market survey was done, after that the development of infrastructure and a productrange. The products were constantly on the basis of experiences improved (6500 different products in the own shop). Presentation on expositions, exhibition and events, tastings, creation of distribution, marketing and sale infrastructure, advertisement, further education

Process

Direct marketing of agricultural products. Strengthened sales promotion, product development and product presentation, relationship with customers, market exploitations, image improvement, building of an own shop

Results

Offer of high quality products with documented production process, own design for products, infrastructure and network for marketing. Success factor concept were: clear framework, development of an infrastructure and logistics, proximity to customer, event shopping,participative and well working co-operations, reliability, observance of delivery dates, strong marketing (distinct product design, tasting, etc.), intelligent pricing, tasting of innovative and excellent products, consistent and constant implementation, Success factor “people” were: co-operation with tourist-association, Success factor “process” were: further training to ensure a high quality standard Communications, information and public relation: publicity and documentation of food production

Evaluation

No evaluation. But satisfied customers and a good marketing are evidence for the succes

Difficulties

few experiences, few products, product design and composition, legal framework and conditions, logistics.

Budget

Large not estimable budget (Euro)

Financial backer

community of interest of farmers, chamber of farmers (Bezirks- und Landwirtschaftskammer)

Source of information

Competition

Participant at the 2005 Future in the Alps competition

Homepage

http://www.naturparke.at/index.html

Project executive as above

Contact person as above

Comments

Impact on nature and environment

Strengthen of the biological agriculture, protection and stabilization of the regional sort of pear (Hirschbirne) and the typical culture landscape.

Economic value added

Strengthen of the regional agriculture. 85% of the gross income results by the regional market of the nature park, 90% are regular customers. The association has 70 suppliers. Two working places were created by an own shop (2003).

Socio-cultural value added

Strengthen of the municipalities, the intermunicipality cooperation and the own traditions and culture

Good governance

formation of an association

PR impact

Participation at exhibitions, events and expositions. cooperation with touristic organizations.

Multiplier effect / networking

yes

Transferability

yes