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Rural Quality – Cooperating Balaton Uplands Brand System
Published on 12 July 2018
Hungary
Közép-Dunántúl
This is the good practice's implementation level. It can be national, regional or local.
About this good practice
The ÉLTETŐ Association was established in the year of 2008. In 2013-2014 ÉLTETŐ together with its members and partners created the Rural Quality – Cooperating Balaton Uplands Brand. Their aim was to help visitors get to know the values of the region, help them find remote places, good quality products and services easier in today’s information-overloaded environment. The problem addressed by this practice is the general difficulty of rural SMEs to validate themselves on the market, since they often do not have the time or the knowledge to carry out efficient communication and marketing activities. In this programme the ÉLTETŐ draws attention to the cooperating enterprises, settlements and communities, along with smaller and bigger farmers, entrepreneurs, accommodation and programme opportunities, human, natural and architectural values.
The prior aim of the brand is, to draw attention to those local producers and service-providers who are present on the market with quality products. On the longer run they would like that the customers instantly associate these branded products with high quality.
On the other hand, brand members contribute to the development of each other mutually, for example in information sharing, common product development and expension of services.
Strong community marketing is carried out in order to promote the brand.
The prior aim of the brand is, to draw attention to those local producers and service-providers who are present on the market with quality products. On the longer run they would like that the customers instantly associate these branded products with high quality.
On the other hand, brand members contribute to the development of each other mutually, for example in information sharing, common product development and expension of services.
Strong community marketing is carried out in order to promote the brand.
Resources needed
Now the tasks associated with the brand including the process of rating and the daily management of the brand are carried out by the three permanent employees of ÉLTETŐ and by 10-12 volunteering members. The process of brand qualification costs approximately 480-650 EUR/person.
Evidence of success
At present ÉLTETŐ has 95 brand members and 15 ÉLTETŐ points, which are shops where you can buy the products of the brand members. New want-to-be members are applying for the brand qualification continuously, this year they will have 15 new members. On average 30% of of „Éltető Völgy” and „Bakony Expó” festival participants are brand members.
Potential for learning or transfer
We consider it to be a good practice because it helps rural SMEs deal with problems which are very typical to rural enterprises not only in Hungary but also internationally. These general problems include: reaching the right customers, hardship with validating themselves on the market, lack of time or knowledge to carry out marketing activities. Most importantly, it helps fight against the biggest social problem of Hungarian rural areas - unemployment - by stimulating entrepreneurial activity.
Besides, SMEs located in rural areas benefit greatly from this practice as it creates a network of mutual support and stronger brand presence. The rising collective brand image presents a competitive advantage which results in higher sales volumes for the enterprises.
Besides, SMEs located in rural areas benefit greatly from this practice as it creates a network of mutual support and stronger brand presence. The rising collective brand image presents a competitive advantage which results in higher sales volumes for the enterprises.
Further information
Website
Good practice owner
You can contact the good practice owner below for more detailed information.
Organisation
Éltető Cooperating Balaton Uplands Association
Hungary
Közép-Dunántúl
Contact
Managing Director