Private umbrella brand

Country: 
Hungary
Summary: 

Development of a private umbrella brand for Hungarian traditional food products to highlight the special characteristics, origin and authenticity of the product and to build consumer trust. The aim of this strategy is to increase the low level of consumer awareness and to overcome the constraints of limited resources for promotion at the level of the traditional food manufacturer. An idea for implementation is the set-up of an umbrella brand for traditional food products, e.g. on regional level or for a certain product category, which could be promoted at festivals and fairs

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Stakeholder: 
Farmer & Cooperative
Industry & Retail
Type: 
Organizational
GAIN: 
GAIN II
Involved People: 
Campden BRI Hungary
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