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Local products are the result of a synergy between natural resources as raw materials and human know-how specific to each region and inherited from one generation to the next. Although these products are characterized by authenticity, originality and typicity, they remain relatively unknown and discreet among consumers, which means they need to be given greater visibility and promotion.In this sense, agri-food marketing is a proactive means of enhancing the appeal of these products, increasing their value and positioning them advantageously in the marketplace. The integration of agri-food marketing strategies helps to elevate these products to the status of preferred choices by highlighting the uniqueness of their offering, generating strong brand awareness and providing the opportunity to transcend the discretion of these regional treasures.By distinguishing themselves through their unique characteristics, terroir products can capture consumers' attention, establish a lasting connection and generate renewed interest.
About the author
Imane Bouhmala, jeune Marocaine née en 1995 et doctorante en Gestion, Economie et Sciences Sociales. Passionnée par la recherche, elle se consacre aux programmes valorisant les produits du terroir marocain. Ce nouvel ouvrage inspiré de ses recherches et de son projet de fin d'études, marque sa seconde incursion dans le monde de publication.
