Rapport nr - SIFO

9 ConclusionThe presence of a strong wine sector, a culture of food and recent crises have draw the currentagro-food sector in France. The interest in food quality has long been important, due tothe typical richness of the French agriculture. The wine sector influenced the organisation ofthe Agro-food sector, thanks to its financial influence in the food market.However, the last food crisis completely modified the expectations of consumers. Food qualityhas appeared as a main factor of product choice, even before price for certain food products.The poultry sector and meat sector are particularly more influenced by this evolution.Government policies have tried to reassure consumers, but the creation of all these labels andappellation have resulted in a certain confusion consumer’s. The emergence of Terroir® storebrand, managed by large distributors, have answered to consumer demands and also resultingin a new discipline, the Terroir® Marketing.The diversity of products, of brands and now of labels obliged label owners to demarcatethemselves. However, the cost of advertising obliges the small unions to federate themselvesto share the cost, although Terroir store brands solved this particular problem by promotingnot the product but the brand. The danger is to create a monopoly of store brands in the localfood commercialisation out of their areas of production. Terroir marketing can help the federationof small producers by increasing marketing efficiency. Traditional marketing is notadapted to valorise local food (Fort, Fort, 2004). The knowledge of the essential cues, whichresult in purchase decisions, could explain the success of these local products. To better understandthe real Terroir image in purchases could allow better communication only on thisfact and reduce marketing costs.