Development of Regional Brand on Agricultural Products and Its Issues

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  • 農産物における地域ブランドの進展と課題
  • ノウサンブツ ニ オケル チイキ ブランド ノ シンテン ト カダイ

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Abstract

<p>This article deals with the issues of regional brand development on agricultural products. Compared to marine products, agricultural products are relatively easy to breed new varieties and to control qualities by developing fertilizer control, thermal regulation and feeding technique. Therefore many regions are promoting agricultural products as regional brand products. But in many cases, although the production strategies are precise, promotion strategies are relatively poor. Therefore consumers do not signify the value of regionally branded agricultural products as producers are expected. Finally, a case study about “Kyo Yasai (Vegetable grown in Kyoto)” is introduced for confirming the arguments mentioned above.</p>

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