Geography Reference
In-Depth Information
important in the least densely populated areas,
reflecting social and cultural rather than economic
factors. The increasing participation of women in
the labour force is one such example that helps to
explain the expansion of OGAs (Benjamin 1994).
Similar relationships have been found between
such 'internal' factors as farm size, family life cycle,
succession, age and education and the adoption of
OGAs (Gasson 1987; Ilbery and Bowler 1993).
In a rare study of regional patterns of
pluriactivity, Efstratoglou-Todoulou (1990)
hypothesised that adoption of OGAs would be
positively related to off-farm opportunities
('pull' factors) and negatively related to
favourable farming conditions ('push' factors).
Applying his ideas to Greece, he found that pull
factors were stronger in less favoured areas, with
low farm incomes and low farm opportunities;
here OGAs were a
necessity
. In contrast, push
factors exerted a significant inverse effect on
OGAs in areas where agricultural structures and
farm incomes were higher; in such areas, farm
households have alternative opportunities and so
OGAs are the result of
choice
. Although
identifying some 'external' factors affecting
regional patterns of pluriactivity, Efstratoglou-
Todoulou suggested that a full understanding of
the spatial distribution of OGAs in Europe could
be obtained only by incorporating 'internal'
characteristics of the farm household into the
modelling exercise.
Europe are among those that could benefit from
the increasing demands for SFPs, especially if they
are tied to a regional image and notions of
sustainability and environmental friendliness.
Indeed, the Committee of the Regions (1996)
described SFPs as a possible trump card for the
regions and one that could engender endogenous
and bottom-up rural development (Bryden 1994).
There is currently little geographical research
that links SFPs to specific places (Ilbery and
Kneafsey 1998). However, there is growing interest
in quality and regional imagery. The Scottish Food
Strategy Group (1993: p. 3) defined a quality food
product as 'one which is differentiated in a positive
manner by reason of one or more factors from the
standard product, is recognised as such by the
consumer, and can therefore command a market
benefit if it is effectively marketed.' The key to
success is to link quality to a regional image
through marketing and the promotion of place.
As some consumers, notably from within the
'service class', are on a quest for authenticity,
through for example quality rural products and
services, private and public institutions need to
develop marketing techniques to 'sell places'. Urry
(1995: p. 163) suggests that places can be
'substantially reconstructed', so that the focus shifts
away from the sales of what is produced to the
production of what will sell.
Despite the lack of work on SFPs, Moran
(1993) provided a lead when he made a direct
link between product and place in the French
wine
appellation
system. The basic philosophy of
this system is that wine is an expression of the
geographical individuality of places.
Consequently, the creation of a strong regional
identity is essential if wines are to sell at the best
prices in international markets. Moran quotes the
example of Chateauneuf-du-Pape, where the
appellation
laws (rather than any scientific
measurement) created an image of high-quality
wines; here is an example of a product creating
the regional image. More recently, Bell and
Valentine (1997) suggested that 'we are where we
eat' and argued that the link between product
and place can be so strong that 'almost any
product which has some tie to place—no matter
Dispersion: speciality food products
Many farmers in the EU, especially those in
marginal agricultural areas, will find it increasingly
difficult to adjust to the continual reforms of the
CAP and the environmental, health and welfare
problems associated with intensive agriculture.
One possible adjustment strategy is the
development of locally produced speciality food
products (SFPs; see Box 19.3), with real
authenticity of geographical origin and
traceability (Marsden 1996; Battershill and Gilg
1996). This offers some potential for a
relocalisation of the agro-food system and thus
agricultural dispersion. The lagging regions in
