Island Specialties® – a transnational and internationally appreciated terroir brand?
Danish Island food producer Laurids Sig Christensen thinks that island produce need to be have their own internationally recognised brand:”Island Specialties® ”
Unique island aspects
Islands often have unique natural conditions of food production and these conditions potentially result in unique products and unique qualities in products. Therefore, food producers on small islands have unique conditions to comply with the terroir concept and unique conditions to contribute to diversification in food qualities and methods of food production adapted to the nature of these locations.
Collective marketing impact
Island communities generally have strong identity, and they have a strong appeal to the outside world in many – if not all countries. The reason why a terroir brand was developed in Denmark and the perspective of developing it into an internationally recognized brand was about developing collective impact in marketing. See how the Danes did it here.
A large number of island brands already exists, some of which are very strong. Developing collective impact in marketing is not an alternative to these marketing platforms – the perspective is to develop synergy between island brands already existing. To develop collective impact in marketing of products from small island communities requires that there is a general understanding and acceptance of the value of doing so.
Mapping production potential in small island communities
“First of all, it would be good to discuss and ultimately develop definitions of what a small island is in a European context’ proposes Laurids. ” What is the size limits of a small island and what is the size limits of small island communities? It might be difficult to reach a consensus for all countries in Europe but if we could reach common definitions for a substantial number of countries it would still be worth the effort!”
Exploring international marketing perspectives
The next step might be to discuss perspectives and interest in concerted marketing efforts, i.e. presentation on international food exhibitions, targeting specific markets such as Japan and the USA.
Small island food producers in Denmark did go to Japan, and the interest in Japan was extraordinary. However, more strength is needed to penetrate and actually get our products on the Japanese market.
Together we can do it better than individually!
Laurids wants to hear from you. You can contact him through us at firstname.lastname@example.org