project - EIP-AGRI Operational Group
Effective communication of vertical integration as a stimulus for the consumption of local primary products (think-local)
Comunicación efectiva de la integración vertical como estímulo al consumo de productos primario locales (think-local)
Objectives
The main objective is to change the image of the BonArea brand, and to transmit the values of vertical integration to the consumer.
Other aims:
- Determine the perception of the brand and the BonArea shopping areas and the values it conveys.
- Identify chances for improvement in BonArea shopping areas.
- Study in depth how to improve the shopping experience in BonArea stores, and how to convey the values associated with vertical integration.
- Study the effectiveness of industrial tourism as a system for improving the brand's image and conveying the company's values.
- Undertake improvement measures in pilot establishments and in industrial tourism activities, and assess the response from consumers.
Objectives
Principal: Modificar la imagen de la marca BonÀrea y transmitir los valores de la integración vertical al consumidor.
Secundarios:
-Determinar la percepción de marca y de los espacios de compra BonÀrea y sus valores
-Identificar oportunidades de mejora en los espacios de compra BonÀrea
-Analizar en profundidad cómo mejorar la experiencia de compra en las tiendas BonÀrea y como transmitir de forma los valores asociados a la integración vertical
-Analizar la eficacia del turismo industrial como sistema de mejora de la imagen de la marca y de transmisión de sus valores
-Realizar acciones de mejora en establecimientos piloto y en las actividades de turismo industrial y evaluar la respuesta del consumidor
Activities
The price-performance ratio, the confidence and the trading of locally made products are part of conclusions with a notable positive change has been noticed in the perception of the BonÀrea brand and shops along the project of improvement that has been done. The younger consumers are the ones that are more aware of sustainability, animal welfare and social responsibility. Therefore, it is necessary that the company strategies addressed to this target are aligned to these values with a combination of the classical techniques of consumer behaviour studies and the use of neuroscience measures has allowed inquire and identify more effectively how to improve the global shopping experience.
Activities
Las principales aportaciones de este proyecto serán la descripción y análisis de los procesos de selección de alimentos tanto en los canales tradicionales como en los digitales. Una mejora en el conocimiento y comprensión del comportamiento alimentario individual. Análisis del papel real que la producción local juega en la selección y consumo de alimentos y el desarrollo de una metodología validada que permita diseñar estrategias de marketing más orientadas al consumidor final y por lo tanto más efectivas. Mayor conocimiento de los "Millennial", de sus valores y de sus motivos y barreras a la hora de seleccionar y consumir alimentos.
Context
Cooperativism and vertical integration (oversight and traceability of the entire production process, from the primary sector to the final consumer) is a valuable option for companies in the primary sector for coping with the fragile nature of the agricultural sector, by enabling them to position themselves in different markets and to enhance their competitiveness.
BonArea Agrupa, the business group of the company Corporació Alimentària de Guissona (CAGSA), works in and monitors the entire food chain "from field to plate".
This Operational Group focuses on conveying the values of an ethical and responsible vertical integration which fosters the consumption of local products and adds value to the source of the product and primary production to the end consumer. With this objective, a study is made of consumer behaviour, based on a multidisciplinary approach focusing on both individual and unconscious cognitive bases, in order to encourage short-term conative changes, especially in the population aged under 30 years old (generation Z and millennials).
Project details
- Main funding source
- Rural development 2014-2020 for Operational Groups
- Rural Development Programme
- 2014ES06RDRP009 Spain - Rural Development Programme (Regional) - Cataluña
Location
- Main geographical location
- Barcelona
- Other geographical location
- Girona, Lleida
€ 212000
Total budget
Total contributions from EAFRD, national co-financing, additional national financing and other financing.
Project keyword
Resources
Contacts
Project coordinator
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IRTA
Project coordinator