Scholarly record

PROMOTION AND BRANDING OF SUSTAINABLE -GREEN- FOOD BRANDS: CASE STUDY OF LATVIA

Normunds Gutmanis, Gunta Grinberga-Zalite

Abstract

Today, sustainable development is related not only to sustainable production issues but also to a sustainable consumption. In the planning document пїЅSustainable Development Strategy of Latvia until 2030пїЅ, special attention is focused on enhancement of ecologically certified and healthy products, thus shaping the image of Latvia as a пїЅgreenпїЅ country by promotion of sustainable eating habits and cultural heritage. To position Latvia as one of the пїЅgreenestпїЅ countries of the EU, the consumers, food producers and catering service providers need to be aware of and have understanding of sustainability essentials. To promote sustainable eating habits in society, it is necessary to develop such local branding strategies that would position LatviaпїЅs regions as green and would increase local product brand awareness for tourists and local population. The aim of the research was to evaluate the most well-known пїЅgreenпїЅ food productsпїЅ brands in Latvia, their quality requirements and positioning strategy as well as consumersпїЅ opinion of пїЅgreenпїЅ food products to develop further recommendations for development of such local sustainable food branding strategies in Latvia and its regions that eliminate cannibalism among national, regional and local food brands. The research employed monographic, comparative, descriptive and sociological research methods.

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