New marketing channels for food quality products in Norway

Abstract

Marketing is an important and challenging competitive instrument for small-scale quality food producers. Traditional commercial channels may be unprofitable and small-scale food producers often lack access to a highly concentrated retail sector. In this situation a number of strategic alliances between farmers and between farmers and other public and private actors have emerged. The aim of this paper is to discuss and compare initiatives to develop alternative marketing channels for small-scale specialty food producers. The three examples of emerging channels we investigate are (i) the ‘new’ farmers markets, (ii) retail initiatives where local producers deliver their produce directly to shops, and (iii) companies founded by large cooperatives to market specialty products. Recent research has justified that such initiatives can be conceptualized as hybrid governance structures, i.e. complex structures that entail properties of both market and hierarchy. We pay particular attention to the problem of quality enforcement in emerging marketing channels.