An integrated approach to evaluate generic promotions
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Generic promotions are becoming very important in the agro-food system, either to promote a particular food product
or an origin labelled product. These promotions are difficult to balance because there are private and public interests.
Sometimes, there are also conflicts among private aims. In most cases, the main objective is to enhance
consumption. However, there can be other purposes such as introducing local producers into the modern channels of
distribution. Very rarely, evaluations are carried out despite large expenditures on promoting.
In this paper, an evaluation of a generic promotion campaign undertaken in Aragon (Spain) is presented. The
campaign included wine and ham with Protected Designation of Origin (PDO), a protected Geographical Indication
(PG/) for lamb and a quality label (TSG) for different products. Their typical and traditional making nature as well as
their high quality distinguish all of them. Data have been collected through questionnaires addressed to consumers
and producing firms, and personal interviews with the distribution chains managers.