Experience the difference: the competitive strategies of food-related entrepreneurs in rural Denmark

Abstract

As food production becomes increasingly integrated,
globalized and competitive, small-scale food-related enterprises in many European countries are struggling to market and monetize their products. Although these struggles have been well documented,
few studies have considered the ways in which food-related entrepreneurs in rural contexts are adapting to and overcoming these challenges. In particular, little is known about how they differentiate
and add value to their products. This article focuses on the
development and implementation of new and hybrid commercial
strategies by food-related entrepreneurs in three rural communities
in Denmark. These strategies add experiential elements to the longstanding
practice of commodifying myths associated with rural settings
and identities. Although harnessing culture and experiences to
sell things is nothing new, we demonstrate that some Danish entrepreneurs
are responding to market competition by tweaking and extending
these concepts. In particular, it is argued that entrepreneurs
use different experiences with varying levels of intensity and consumer
engagement for different purposes. Whereas passive experiences
such as storytelling are used to educate consumers about the
specific qualities of products, more active and participatory experiences
are sold as add-ons and standalone products. The findings
contribute to our understanding of food-related entrepreneurship in
rural contexts, consumption,

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Identifiers

ORCID for Brian J. Hracs: orcid.org/0000-0003-1001-6877

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