The Estonian Food Industry Association together with producers and retail chains will launch a campaign for the popularisation of Estonian food in which domestic food products will get a sign in national colours.
Sirje Potisepp, head of the Estonian Food Association, said the aim of the campaign was to raise consumer loyalty concerning Estonian goods.
Potisepp said the popularity of local food items was falling. “The share is falling in the assortment and so its competitiveness is contracting,” she said at a press conference on Thursday. The average percentage of Estonian food in stores was 63 in 2008; the year before it was 64%.
The aim of the national colours campaign is to help consumers find Estonian products in stores. According to the Estonian Institute of Economic Research (EKI) it is difficult for consumers to establish the origin of goods in stores because the product information is in too small print on packages and the origin country of the raw material, the producer country or the producer cannot be established from product information.
According to an EKI study, 70% of the people preferred Estonian products in 2008, while in 2007 the figure was 73% and in the best years, 2002 and 2007, 87%.
According to present plans the campaign will last until July 1010, but it could be extended indefinitely.
Source: Estonian Review
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