From Terroir to Retail Chains: Safeguarding Authenticity in Private Label Brands

Abstract

In the evolving context of mass distribution, terroir private labels (TPLs) have firmly established themselves as indispensable players in the world of brands, responding to the growing expectations of consumers in search of quality, authenticity, and unique sensory experiences. This chapter explores the multiple facets of preserving authenticity within terroir private labels, focusing on their role within large retail chains. We begin the chapter with an analysis of terroir products and their associated private labels, laying the groundwork for understanding their importance. We then examine consumer motivations for choosing terroir products, highlighting the critical role of private labels within the retail sector. While highlighting the challenges of integrating them into traditional agri-food models, we emphasize the importance of preserving authenticity through local initiatives and alternative food networks. In addition, this chapter looks at how large retail chains can strengthen their connections with consumers by promoting values such as proximity, trust, and storytelling. We also explore the social responsibility dimension of local private labels, focusing on supporting local producers and preserving the environment. Finally, we will formulate strategic recommendations for retailers to strengthen the authenticity and sustainability of their terroir private labels while contributing to the development of local communities.