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).
Project executive
association of direct marketing (Verein der Direktvermarkter)
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)
