Canaan Bridges Consulting Inc.
More and more consumers are concerned about where their food comes from, how it is made, and whether it is sustainable. Global food supply chains present both challenges and opportunities for producers and innovators. Successfully linking food production to its origin creates sustainable futures in global food trades. It is sometimes easy for the core attributes that connect food with its origin to be lost along value chains. This is especially problematic when several production and distribution channels are involved in getting foods to consumer markets. Origin is important to food supply chains when the reputation, quality or characteristics of the product – in terms of what makes the food item special in consumer markets – is based on its affiliation with a specific place.
Making Origin Count: Some food ingredients come from far away regions or countries. Spices, for instance, may be sourced from the Indo-Pacific or Caribbean regions and used in food along with other ingredients. Coffee beans sourced from world-renown farms known for the quality of their output is another example of how origin can impact food branding. When the end product derives most of its distinctiveness or popularity from place-based food ingredients sourced from other countries, using a branding strategy that augments these connections can have beneficial impacts on the businesses and communities from which the core ingredients are sourced. This of course depend on at least three factors:
Find out more about how to position place-based goods in global markets: Call Canaan Bridges Consulting Inc.