From branding to solidarity: The COVID-19 impact on marketing Strachítunt cheese from Val Taleggio, Italy

Authors

DOI:

https://doi.org/10.3986/AGS.10577

Keywords:

cheese, geographical indications, solidarity economy networks, heritage, Northern Italy

Abstract

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.

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Published

18-10-2022

How to Cite

Grasseni, C. . (2022). From branding to solidarity: The COVID-19 impact on marketing Strachítunt cheese from Val Taleggio, Italy. Acta Geographica Slovenica, 62(2). https://doi.org/10.3986/AGS.10577

Issue

Section

Special issue: Branding, labelling and certification