Opportunities of traditional and regional foods market in the context of consumer behaviour

Abstract

The creation of traditional and regional foods market in Poland is a direct result of EU enlargement where the process of PGO, PGI and TSG certification is a food quality policy tool. The production of such products may enhance the improvement of the situation of semi-subsistence farms and small local producers, as well as increase the competitiveness and touristic attractiveness of a region. An attempt has been made to identify the opportunities for the development of traditional and regional foods market considering consumer behaviour. No institution is currently monitoring this market in Poland, while IJHARS (Agricultural and Food Quality Inspection) controls show may cases of unfair competition. Consumer knowledge about the role and use of EU certificates is scarce and most consumers do not know which products have certificates and have never seen them. Non-assisted knowledge of products is practically limited to a type of smoked mountain cheese. Consumption of products is occasional, e.g. during trips or different events, including those promoting such foods.In order to ensure that the products have a proper market position they should undergo developmental processes using marketing techniques and have the support of both companies producing and reselling retail and catering sectors, and also public institution, providing larger promotional and educational support.