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

Cristina  Grasseni

doi:10.3986/AGS.10577

Avtorji

Cristina Grasseni Leiden University, Leiden, The Netherlands https://orcid.org/0000-0002-4545-1978

DOI:

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

Ključne besede:

sir, geografske označbe, mreže solidarnostnega gospodarstva, dediščina, severna Italija

Povzetek

Znamčenje, označevanje in certificiranje so glavni instrumenti za trženje tradicionalno proizvedenega sira v italijanskih Alpah. Pandemija COVID-19 je na ta orodja močno vplivala. V Val Taleggiu, kjer izdelujejo sir Strachítunt z zaščiteno označbo porekla, je zadruga proizvajalcev med zaprtjem od marca do maja 2020 utrpela prekinitev dostopa do trgov. Njihova strategija je bila neposredno nagovoriti potrošnike in se digitalno povezati z omrežji solidarnostnega gospodarstva kot je Gruppi di Acquisto Solidale (Solidarnostne nakupovalne skupine). Članek na temelju dolgoročne etnografije pokaže, kako je ta poziv spodbudil razpravo o razumevanju bližine in solidarnosti, ki v jeziku certificiranja in označevanja nista običajna.

Prenosi

Podatki o prenosih še niso na voljo.

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