project - EIP-AGRI Operational Group
Effective communication of vertical integration as a stimulus for the consumption of local primary products (think-local)
Contexte
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).
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.
Activities
The following specific actions were taken to achieve these goals:
- Determination of the perception and image of the BonÀrea brand through discussion groups and personal interviews with the application of neuroscience measures.
- In-depth analysis of how to improve shopping experience in BonÀrea stores through ethnographic study.
- Evaluating consumer responses after implementing improvements in pilot establishments and industrial tourism activities.
- Disseminating the results of the study.
Project details
- Main funding source
- Rural development 2014-2020 for Operational Groups
- Rural Development Programme
- 2014ES06RDRP009 Spain - Rural Development Programme (Regional) - Cataluña
Emplacement
- Main geographical location
- Girona
- Other geographical location
- Lleida, Barcelona
EUR 212 000.00
Total budget
Total contributions from EAFRD, national co-financing, additional national financing and other financing.
Project keyword
1 Practice Abstracts
Vertical integration and cooperativism offer agricultural companies a strategic advantage by providing control and traceability from production to consumer, helping address the fragility of the agricultural sector. This approach enables businesses like BonÀrea (Guissona Food Corporation) to communicate their values and promote local products, increasing competitiveness. The operational group studied consumer behavior, focusing on cognitive biases, with the goal of inducing short-term changes, particularly among individuals under 30.
The group conducted an in-depth analysis of how the brand’s values were perceived and explored ways to improve the shopping experience in physical and online stores. In physical stores, it was recommended to use nature-inspired colors like brown, green, and beige, as well as incorporating plants and rustic materials such as wicker and wood. Reducing plastic packaging in favor of more sustainable options like cotton and cardboard was also suggested. For online shopping, the focus should be on showcasing new items, simplifying the homepage, and using nature-related imagery to enhance the "no middlemen" message.
After implementing these changes, a positive shift in brand perception was observed, particularly among younger consumers who value sustainability, animal welfare, and social responsibility. The combination of traditional consumer behavior analysis and neuroscience techniques provided a more effective understanding of how to improve the shopping experience and align the company’s strategies with the values of its target audience.
Contacts
Project coordinator
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IRTA
Project coordinator
Project partners
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ANDREU ALIMENTACIÓ, S.L
Project partner
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CORPORACIÓ ALIMENTÀRIA GUISSONA, S.A.
Project partner