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Description of the project
Synergy or profile loss? Potentials and problems of a joint regional marketing of
organic and conventional products (SynPro)
The project’s objective is to analyse the advantages and disadvantages for organic
producing enterprises and the organic trade in participating in regional marketing initiatives
including organic as well as conventional products. To this end, regional initiatives and
organic food wholesalers will be compared regarding their marketing strategies and
distribution areas. In order to examine the patterns of thought, action and organisation
characteristic of the organic market and of regional initiatives respectively, a process of
discussion between organic actors and regional initiatives will be organised. This process
aims to identify synergy potentials and to facilitate the development of new strategies. ‘Die
Regionalen’ (‘The Regionals’), an alliance of 12 organic wholesalers – two of which function
as active practice-level partners – as well as the Bundesverband Regionalbewegung
(German Association for Regional Movement) are involved as project partners. The project
will be started at the 2010 and concluded at the 2011 ‘BioFach’ trade fair.
Contact persons at the IfLS: Armin Kullmann and Claudia Leucht
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Client:
Federal Agency of Agriculture and Food (BLE)
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