Marketing local produce
City of Bamberg
Development of a brand for local produce
Claim: "Good produce from the Market Gardners' District"
City of Bamberg
Logo "Good produce from Bamberg's Market Gardeners' District"
IG Bamberger Gärtner
An interest group of 19 market gardeners was initiated by the World Heritage Office. It holds joint activities such as the annual ‘Day of Open Market Gardens’ and publishes buyer’s guides for local produce. This consortium of gardeners is coordinated by a caretaker financed by the National Investment Programme for World Heritage (2009-2013) and the gardeners, respectively. The consortium has its own logo, which was commissioned several years ago and reads ‘Gutes aus der Gärtnerstadt’ (Good produce from the Market Gardeners’ District).
- Collaboration between gardeners to exchange market knowledge.
- Finances for brand development (National Investment Programme for World Heritage).
- Coordination: Through a joint platform (https://www.gaertnerstadt-bamberg.de/), the gardeners present their range of products and services; regular meetings serve to prepare the annual Open Day of Market Gardens and to initiate other projects.
- The horticultural products (vegetables, shrubs, herbs, flowers) vary from market gardener to market gardener. This reduces the competition between them.
- Explain added value of concerted action/a joint brand.
- A marketing expert has explored the strengths and weaknesses of the Market Gardeners’ District as a shopping place and tailored a communication concept that was applied thereupon. It is based on the tradition of the gardeners’ families and on the unique varieties of fresh, nutritious produce. Local pride and the consumers’ green conscience to reduce their “foodprint” by purchasing food that was grown within their community also work as a selling point.