从品牌到团结:COVID-19对营销的影响Strachítunt来自意大利Val Taleggio的奶酪

IF 1.3 4区地球科学 Q3 GEOGRAPHY, PHYSICAL

Acta Geographica Slovenica-Geografski Zbornik Pub Date : 2022-10-18 DOI:10.3986/ags.10577

C. Grasseni

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引用次数: 2

摘要

品牌、标签和认证是意大利阿尔卑斯山传统奶酪营销的主要手段。然而，2019冠状病毒病大流行给这些工具带来了相当大的压力。在生产指定原产地保护奶酪Strachítunt的Val Taleggio，生产商合作社在2020年3月至5月的封锁期间无法进入市场。他们的策略是直接吸引消费者，以数字方式与团结经济网络(如团结采购集团)建立联系。本文以长期的民族志为基础，展示了这种呼吁是如何将一种对接近和团结的共同话语和理解带到表面的，而这种话语和理解通常不用于认证和标签语言中。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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From branding to solidarity: The COVID-19 impact on marketing Strachítunt cheese from Val Taleggio, Italy

Branding, labelling and certification are the principal instruments for marketing heritage cheese in the Italian Alps. However, the COVID-19 pandemic has put considerable strain on these tools. In Val Taleggio, where the Protected Designation of Origin cheese Strachítunt is made, the cooperative of producers suffered a breakdown in access to markets during the lockdown of March–May 2020. Their strategy was to appeal directly to consumers, connecting digitally with solidarity economy networks such as Gruppi di Acquisto Solidale (Solidarity Purchase Groups). Building on long-term ethnography, the article shows how this appeal brought to the surface a shared discourse and understanding of proximity and solidarity, which is not usually employed in the language of certification and labelling.

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来源期刊

Acta Geographica Slovenica-Geografski Zbornik 地学-地质学

CiteScore

2.60

自引率

35.30%

发文量

审稿时长

>12 weeks

期刊介绍： Acta geographica Slovenica publishes original research papers from all fields of geography and related disciplines, and provides a forum for discussing new aspects of theory, methods, issues, and research findings, especially in Central, Eastern and Southeastern Europe. The review accepts original research papers and review papers. Papers presenting new developments and innovative methods in geography are welcome. Submissions should address current research gaps and explore state-of-the-art issues. Research based on case studies should have the added value of transnational comparison and should be integrated into established or new theoretical and conceptual frameworks. The target readership is researchers, policymakers, students, and others who are studying or applying geography at various levels. Submissions are accepted in English or Slovenian.