From branding to solidarity: The COVID-19 impact on marketing Strachítunt cheese from Val Taleggio, Italy
Branding, labelling and certification are the principal instruments for marketing heritage cheese in the Italian Alps. However, the COVID-19 pandemic has put considerable strain on these tools. In Val Taleggio, where the Protected Designation of Origin cheese Strachítunt is made, the cooperative of...
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| Format: | Article |
| Language: | English |
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ZRC SAZU, Založba ZRC
2022-10-01
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| Series: | Acta Geographica Slovenica |
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| Online Access: | https://ojs.zrc-sazu.si/ags/article/view/10577 |
| _version_ | 1797980540940320768 |
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| author | Cristina Grasseni |
| author_facet | Cristina Grasseni |
| author_sort | Cristina Grasseni |
| collection | DOAJ |
| description | Branding, labelling and certification are the principal instruments for marketing heritage cheese in the Italian Alps. However, the COVID-19 pandemic has put considerable strain on these tools. In Val Taleggio, where the Protected Designation of Origin cheese Strachítunt is made, the cooperative of producers suffered a breakdown in access to markets during the lockdown of March–May 2020. Their strategy was to appeal directly to consumers, connecting digitally with solidarity economy networks such as Gruppi di Acquisto Solidale (Solidarity Purchase Groups). Building on long-term ethnography, the article shows how this appeal brought to the surface a shared discourse and understanding of proximity and solidarity, which is not usually employed in the language of certification and labelling. |
| first_indexed | 2024-04-11T05:56:54Z |
| format | Article |
| id | doaj.art-d4b7195e11c14fa9aeb2bff1d1f2c83f |
| institution | Directory Open Access Journal |
| issn | 1581-6613 1581-8314 |
| language | English |
| last_indexed | 2024-04-11T05:56:54Z |
| publishDate | 2022-10-01 |
| publisher | ZRC SAZU, Založba ZRC |
| record_format | Article |
| series | Acta Geographica Slovenica |
| spelling | doaj.art-d4b7195e11c14fa9aeb2bff1d1f2c83f2022-12-22T04:41:53ZengZRC SAZU, Založba ZRCActa Geographica Slovenica1581-66131581-83142022-10-0162275–8575–8510.3986/AGS.105779955From branding to solidarity: The COVID-19 impact on marketing Strachítunt cheese from Val Taleggio, ItalyCristina Grasseni0https://orcid.org/0000-0002-4545-1978Leiden University, Leiden, The NetherlandsBranding, labelling and certification are the principal instruments for marketing heritage cheese in the Italian Alps. However, the COVID-19 pandemic has put considerable strain on these tools. In Val Taleggio, where the Protected Designation of Origin cheese Strachítunt is made, the cooperative of producers suffered a breakdown in access to markets during the lockdown of March–May 2020. Their strategy was to appeal directly to consumers, connecting digitally with solidarity economy networks such as Gruppi di Acquisto Solidale (Solidarity Purchase Groups). Building on long-term ethnography, the article shows how this appeal brought to the surface a shared discourse and understanding of proximity and solidarity, which is not usually employed in the language of certification and labelling.https://ojs.zrc-sazu.si/ags/article/view/10577cheesegeographical indicationssolidarity economy networksheritagenorthern italy |
| spellingShingle | Cristina Grasseni From branding to solidarity: The COVID-19 impact on marketing Strachítunt cheese from Val Taleggio, Italy Acta Geographica Slovenica cheese geographical indications solidarity economy networks heritage northern italy |
| title | From branding to solidarity: The COVID-19 impact on marketing Strachítunt cheese from Val Taleggio, Italy |
| title_full | From branding to solidarity: The COVID-19 impact on marketing Strachítunt cheese from Val Taleggio, Italy |
| title_fullStr | From branding to solidarity: The COVID-19 impact on marketing Strachítunt cheese from Val Taleggio, Italy |
| title_full_unstemmed | From branding to solidarity: The COVID-19 impact on marketing Strachítunt cheese from Val Taleggio, Italy |
| title_short | From branding to solidarity: The COVID-19 impact on marketing Strachítunt cheese from Val Taleggio, Italy |
| title_sort | from branding to solidarity the covid 19 impact on marketing strachitunt cheese from val taleggio italy |
| topic | cheese geographical indications solidarity economy networks heritage northern italy |
| url | https://ojs.zrc-sazu.si/ags/article/view/10577 |
| work_keys_str_mv | AT cristinagrasseni frombrandingtosolidaritythecovid19impactonmarketingstrachituntcheesefromvaltaleggioitaly |