The objective of the project was the advancement of the Schorfheide-Chorin biosphere reserve´s regional umbrella brand name. The Regional Action pilot programme provided the Barnim-Uckermark region with the chance to professionalise and further develop its brand name after several years of labour-intensive organisation. The task of the IfLS consultant was first of all to provide the administration with conceptual advice for the formulation of the central regional umbrella brand name project and its implementation. Closely connected with this was the conception of a regional marketing management post advertised for the duration of the project.
Intensive expert interviews with 20 brand name users from agriculture and the food industry revealed the status quo, potentials and problems of the organisation and management of the regional brand name. Especially the joint distribution of regional products had so far succeeded only to a limited degree. New possibilities were to be examined by means of an commissioned feasibility study on the supply of canteen kitchens. Greater involvement of the brand name users and an excursion to a successful model project was to heighten motivation to make use of the brand name. Enhanced terms of reference for food retailing were formulated for the latter as well as the producers to better use the potentials of this distribution channel also for regional products from the Schorfheide.
After the duration of the consultancy project, the administration of the biosphere reserve continues its efforts to professionalise the regional brand name´s management and marketing.
|Consulting | Large protected areas and cultural landscape ||
Biosphere Reserve Schorfheide-Chorin (BRSC), Angermünde
Contact person/s at IfLS:
Dr. Ulrich Gehrlein