RBB

What is regional/local?

A region is an area or part of a country, having definable characteristics, but not always fixed boundaries. For Regional Brand Builders marketing purposes, a region is defined as a geographic area of approximately 500 miles. In other words, one full day’s drive will cover your local region.

Local products have unique tastes or qualities that are influenced by local history, ecology, economy, culture and traditions of their specific region.

Our research has shown that purchase habits are generally similar within a region. Purchase intent varies as you move from one region to another. The key point being different regions have different buying habits. One product sold nationally cannot meet the needs of every region.

Up to 94% of consumers prefer to purchase local goods. Many regional brands go undetected by customers because they are not differentiating themselves from national products. Anytime you see the SUSTAIN brand, you know the product is “locally owned and locally grown” and has traveled less than 500 miles.

*Taken from our latest Sustain-ability e-Newsletter. Sign up here

Local Food Webs

Baltimore, MD - Natural Foods Exposition.
Hundreds of natural and organic brands were on display this weekend in Baltimore for the annual Natural Products Exposition - East.

Paul Hawken, widely recognized as the founder of the natural foods movement, was on hand to discuss the impact that food can have on our health, the US and world economies and our environment. He pointed to the fact that positive change is happening globally, at the local level, with over 2 million organizations addressing issues from portable water to climate change. "The movement for change is unlike any in history", according to Paul, as it does not have a single ideology or a single charismatic leader. Instead it features thousands of local leaders that share a compassion for humanity and a desire to make change locally.

Specific to local and regional brands, he advocated for the creation of Local Food Webs that would feature locally owned and locally grown products. The benefit is a substantial reduction of food miles and carbon emissions, the improvement of local economies as a larger share of consumer dollars remain in our communities, and finally, an increase in fresher local products that are better for us and better tasting. Local Food Webs would involve farmers, value-added manufacturers, distributors and retailers creating partnership to increase the amount of local consumption that is sourced from the local suppliers.

Hawken also noted that while organic has brought with it positive change, the recent shift towards the importing of organic products from China and other overseas sources is actually having a negative impact on carbon emissions. He encouraged the industry to "get back to its roots" by elevating organic standards that have become diluted and look for ways to support Local Food Webs.

If you like to learn more about the many organizations that Paul Hawken is working with, you can visit wiserearth.org. If you would like to find out more about how your brand can play a role in a Local Food Web contact Regional Brand Builders via matthew@kennedy-creative.com