Marketing strategies to self-sustainability of autochthonous swine breeds from different EU regions: a mixed approach using the World Café technique and the Analytical Hierarchy Process

Extensive and semi-extensive production based on local swine breeds such as Majorcan Black Pig, Cinta Senese, Gascon, Krškopolje and Turopolje is becoming extremely rare and on the verge of disappearing in Europe. In this context, the main aim of this study was to assess the potential feasibility of...

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Autores: Rivera-Toapanta, Evelyne, Kallas, Zein|||0000-0003-2870-3691, Varela, Elsa, Aquilani, Chiara, Lebret, Bénédicte, Karolyi, Danijel, Pugliese, Carolina, Gil Roig, José María|||0000-0003-3313-9052
Formato: artículo
Fecha de publicación:2021
País:España
Recursos:Universitat Politècnica de Catalunya (UPC)
Repositorio:UPCommons. Portal del coneixement obert de la UPC
Idioma:inglés
OAI Identifier:oai:upcommons.upc.edu:2117/361449
Acesso em linha:https://hdl.handle.net/2117/361449
https://dx.doi.org/10.1017/s1742170521000363
Access Level:acceso abierto
Palavra-chave:Swine--Breeding
Autochthonous swine breeds
Local meat products
PDO
PGI products
Analytical Hierarchy Process
World Café Focus Group
Agrotech
Porcs--Cria i desenvolupament
Àrees temàtiques de la UPC::Enginyeria agroalimentària::Indústries agroalimentàries::Indústria de la carn
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spelling Marketing strategies to self-sustainability of autochthonous swine breeds from different EU regions: a mixed approach using the World Café technique and the Analytical Hierarchy ProcessRivera-Toapanta, EvelyneKallas, Zein|||0000-0003-2870-3691Varela, ElsaAquilani, ChiaraLebret, BénédicteKarolyi, DanijelPugliese, CarolinaGil Roig, José María|||0000-0003-3313-9052Swine--BreedingAutochthonous swine breedsLocal meat productsPDOPGI productsAnalytical Hierarchy ProcessWorld Café Focus GroupAgrotechPorcs--Cria i desenvolupamentÀrees temàtiques de la UPC::Enginyeria agroalimentària::Indústries agroalimentàries::Indústria de la carnExtensive and semi-extensive production based on local swine breeds such as Majorcan Black Pig, Cinta Senese, Gascon, Krškopolje and Turopolje is becoming extremely rare and on the verge of disappearing in Europe. In this context, the main aim of this study was to assess the potential feasibility of marketing strategies to act as guidelines for stakeholders along the supply chain to create and improve added value and match market demands. The sustainability of five production systems was evaluated together with 60 stakeholders representing five local swine breeds, using a World Café (WC) method combined with an Analytical Hierarchical Process (AHP). The results showed that the proposed strategies could differ slightly depending on each system, while the product strategy was a common marketing priority for most of the stakeholders and represented all the systems evaluated. Diversifying production toward quality, innovative products, enhanced standardization, and quality labeling or seals of guarantee, such as the protected geographical indication or the protected designation of origin, would contribute to the sustainability of these chains. Advertising the storytelling of the meat products and emphasizing their healthier properties were also considered as positive strategies. To this effect, promotion should involve improving knowledge of the local systems and raising the profile of the meat products via public relations (networks, web pages, food and gastronomic events, workshops and so on) in the Hotels, Restaurants and Catering (HORECA) sector, stores selling top-quality products and local food shops. Better showcasing of these products and keeping the price in the premium segment would indirectly help the primary sector. By way of conclusion, other more developed local swine systems could be strong competitors, hence it is extremely important to effectively identify and trace all autochthonous swine breed products throughout the production chain. Furthermore, the entire chain must place greater emphasis on grazing (extensive or semi-extensive), the origin of the swine and their meat products. However, of utmost importance is cooperation between farms, firms and institutions20212021-09-0220222022-02-02journal articlehttp://purl.org/coar/resource_type/c_6501AMhttp://purl.org/coar/version/c_ab4af688f83e57aainfo:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/2117/361449https://dx.doi.org/10.1017/s1742170521000363reponame:UPCommons. Portal del coneixement obert de la UPCinstname:Universitat Politècnica de Catalunya (UPC)InglésengEuropean Commission http://doi.org/10.13039/100010661 Horizon 2020 Framework Programme 634476 DIVERSITY OF LOCAL PIG BREEDS AND PRODUCTION SYSTEMS FOR HIGH QUALITY TRADITIONAL PRODUCTS AND SUSTAINABLE PORK CHAINSopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivs 3.0 Spainhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/info:eu-repo/semantics/openAccessoai:upcommons.upc.edu:2117/3614492026-05-27T15:37:01Z
dc.title.none.fl_str_mv Marketing strategies to self-sustainability of autochthonous swine breeds from different EU regions: a mixed approach using the World Café technique and the Analytical Hierarchy Process
title Marketing strategies to self-sustainability of autochthonous swine breeds from different EU regions: a mixed approach using the World Café technique and the Analytical Hierarchy Process
spellingShingle Marketing strategies to self-sustainability of autochthonous swine breeds from different EU regions: a mixed approach using the World Café technique and the Analytical Hierarchy Process
Rivera-Toapanta, Evelyne
Swine--Breeding
Autochthonous swine breeds
Local meat products
PDO
PGI products
Analytical Hierarchy Process
World Café Focus Group
Agrotech
Porcs--Cria i desenvolupament
Àrees temàtiques de la UPC::Enginyeria agroalimentària::Indústries agroalimentàries::Indústria de la carn
title_short Marketing strategies to self-sustainability of autochthonous swine breeds from different EU regions: a mixed approach using the World Café technique and the Analytical Hierarchy Process
title_full Marketing strategies to self-sustainability of autochthonous swine breeds from different EU regions: a mixed approach using the World Café technique and the Analytical Hierarchy Process
title_fullStr Marketing strategies to self-sustainability of autochthonous swine breeds from different EU regions: a mixed approach using the World Café technique and the Analytical Hierarchy Process
title_full_unstemmed Marketing strategies to self-sustainability of autochthonous swine breeds from different EU regions: a mixed approach using the World Café technique and the Analytical Hierarchy Process
title_sort Marketing strategies to self-sustainability of autochthonous swine breeds from different EU regions: a mixed approach using the World Café technique and the Analytical Hierarchy Process
dc.creator.none.fl_str_mv Rivera-Toapanta, Evelyne
Kallas, Zein|||0000-0003-2870-3691
Varela, Elsa
Aquilani, Chiara
Lebret, Bénédicte
Karolyi, Danijel
Pugliese, Carolina
Gil Roig, José María|||0000-0003-3313-9052
author Rivera-Toapanta, Evelyne
author_facet Rivera-Toapanta, Evelyne
Kallas, Zein|||0000-0003-2870-3691
Varela, Elsa
Aquilani, Chiara
Lebret, Bénédicte
Karolyi, Danijel
Pugliese, Carolina
Gil Roig, José María|||0000-0003-3313-9052
author_role author
author2 Kallas, Zein|||0000-0003-2870-3691
Varela, Elsa
Aquilani, Chiara
Lebret, Bénédicte
Karolyi, Danijel
Pugliese, Carolina
Gil Roig, José María|||0000-0003-3313-9052
author2_role author
author
author
author
author
author
author
dc.subject.none.fl_str_mv Swine--Breeding
Autochthonous swine breeds
Local meat products
PDO
PGI products
Analytical Hierarchy Process
World Café Focus Group
Agrotech
Porcs--Cria i desenvolupament
Àrees temàtiques de la UPC::Enginyeria agroalimentària::Indústries agroalimentàries::Indústria de la carn
topic Swine--Breeding
Autochthonous swine breeds
Local meat products
PDO
PGI products
Analytical Hierarchy Process
World Café Focus Group
Agrotech
Porcs--Cria i desenvolupament
Àrees temàtiques de la UPC::Enginyeria agroalimentària::Indústries agroalimentàries::Indústria de la carn
description Extensive and semi-extensive production based on local swine breeds such as Majorcan Black Pig, Cinta Senese, Gascon, Krškopolje and Turopolje is becoming extremely rare and on the verge of disappearing in Europe. In this context, the main aim of this study was to assess the potential feasibility of marketing strategies to act as guidelines for stakeholders along the supply chain to create and improve added value and match market demands. The sustainability of five production systems was evaluated together with 60 stakeholders representing five local swine breeds, using a World Café (WC) method combined with an Analytical Hierarchical Process (AHP). The results showed that the proposed strategies could differ slightly depending on each system, while the product strategy was a common marketing priority for most of the stakeholders and represented all the systems evaluated. Diversifying production toward quality, innovative products, enhanced standardization, and quality labeling or seals of guarantee, such as the protected geographical indication or the protected designation of origin, would contribute to the sustainability of these chains. Advertising the storytelling of the meat products and emphasizing their healthier properties were also considered as positive strategies. To this effect, promotion should involve improving knowledge of the local systems and raising the profile of the meat products via public relations (networks, web pages, food and gastronomic events, workshops and so on) in the Hotels, Restaurants and Catering (HORECA) sector, stores selling top-quality products and local food shops. Better showcasing of these products and keeping the price in the premium segment would indirectly help the primary sector. By way of conclusion, other more developed local swine systems could be strong competitors, hence it is extremely important to effectively identify and trace all autochthonous swine breed products throughout the production chain. Furthermore, the entire chain must place greater emphasis on grazing (extensive or semi-extensive), the origin of the swine and their meat products. However, of utmost importance is cooperation between farms, firms and institutions
publishDate 2021
dc.date.none.fl_str_mv 2021
2021-09-02
2022
2022-02-02
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
AM
http://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/2117/361449
https://dx.doi.org/10.1017/s1742170521000363
url https://hdl.handle.net/2117/361449
https://dx.doi.org/10.1017/s1742170521000363
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.relation.none.fl_str_mv European Commission http://doi.org/10.13039/100010661 Horizon 2020 Framework Programme 634476 DIVERSITY OF LOCAL PIG BREEDS AND PRODUCTION SYSTEMS FOR HIGH QUALITY TRADITIONAL PRODUCTS AND SUSTAINABLE PORK CHAINS
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivs 3.0 Spain
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivs 3.0 Spain
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:UPCommons. Portal del coneixement obert de la UPC
instname:Universitat Politècnica de Catalunya (UPC)
instname_str Universitat Politècnica de Catalunya (UPC)
reponame_str UPCommons. Portal del coneixement obert de la UPC
collection UPCommons. Portal del coneixement obert de la UPC
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,301603

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