Project details

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.

Project no.: 



Research | Regional development |


Federal Office for Agriculture and Food (BLE)

Executing Organization: 

Institut für Ländliche Strukturforschung e.V.


2009 - 2011

Contact person/s at IfLS: 

Dr. Ulrich Gehrlein