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Strategies for the commercialisation of products of the terroir

Stratégies de commercialisation des produits de terroir

Building territorial alliances through the implication of stakeholders

Construire des alliances territoriales à travers l’implication des parties prenantes

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Published on Monday, March 09, 2020


Les produits de terroir incarnent un modèle de développement alimentaire « durable », respectueux de l’équité sociale, de la viabilité économique et écologique et de la gouvernance participative. Dans les pays du Nord, le grand marché a fait une place privilégiée aux produits de terroir. Des coopératives et des PME de terroir ont tissé des relations de partenariat avec des parties prenantes comme la grande surface, les collectivités locales, la société civile, les acteurs locaux pour faciliter la commercialisation de ces produits et démocratiser leur consommation. Au Maghreb et partout ailleurs dans les pays de la rive sud méditerranéenne, des coopératives et des PME ont valorisé des produits de terroir et concrétisé ainsi un projet de développement économique, social et territorial de taille. Toutefois, la commercialisation de ces produis reste le goulot d’étranglement des stratégies des coopératives et des PME de terroir. La non maîtrise du mix de la communication, du marketing digital, l’inefficacité des réseaux de distribution et l’inexistence de la stratégie CRM restent les principaux handicaps à leur commercialisation.


ENCG Agadir (Morocco) The 27th, 28th and 29th October 2021

General presentation

In recent decades, at least in industrialized countries, consumers have become more aware that the consumption of processed food products is harmful on a personal and societal level. As such, more research efforts and studies are being focused towards the goal of a more sustainable food model which adheres to the principles of social equity, economy and ecological viability and participatory governance. Local products embody an alternative model that is compatible with the vision of sustainability. They fulfill a variety of the consumer’s needs and are ambassadors to their regions of origin. In addition, local products also portray an image of authenticity, health and well-being. In the developed countries, this market has been given a prominent place with increasingly health-conscious consumers. In fact, some of the largest retailers dedicate a place to them on their shelves via store brands (Private Label Brands); the relationships between local producers and private labels have evolved to offer consumers products inspired by the culinary heritage.

Cooperatives (Co-ops) and local Small and Medium Enterprises (SMEs) have also developed a healthy commercial relationship with consumers, examples of which include direct farm sales, local outlets and producers' shops, online stores, marketplace, and Association for the Maintenance of Peasant Agriculture (AMAP). The alliances of co-ops and local SMEs with local administrations, communities, and actors, among others are a force to be reckoned with in the market; they set up events dedicated to local products, such as showrooms, fairs, parties, which have granted a status of heritage to this social innovation.

In the Maghreb and countries of the southern Mediterranean shore, local products are often linked to the development of the hinterland. They are becoming more of an identity product for pre-Saharan regions, oases and rural areas. The promotion of local products, developed mainly by local women’s initiatives, has enabled consumers to reconnect simultaneously with merchant products and «heritage objects». The Social and Solidarity Economy (SSE) pays attention to local products, because they constitute a major economic, social and territorial development project. The aim is to create Income Generating Activities (IGAs) for poor populations and to promote and consolidate (boost) territorial integration intended to reduce the gap between rural and urban areas. Beyond the financial dimension, local products are factors and indicators of societal development, revitalization of territories and retention of younger generations in rural areas. Moreover, the value chains of local products aspire to discover and share authentic products and ancestral craftsmanship and the promotion of territories through other activities such as tourism and gastronomy.

State commitments, support and aid from NGOs have actively supported the promotion of local products. Today, some local cooperatives and SMEs have set up modern production units and have integrated quality standards in the production process, such as the BIO, AOP, IGP label. Their products have DNA like authenticity, efficiency, durability.

Products such as saffron, argan oil, olive oil, dates, honey, prickly pear, couscous are the focus of the entrepreneurial activity of several cooperatives and SMEs and are displayed, as territorial brands which are the token and the pride of certain regions. However, even if the results of some local co-ops and SMEs are exhilarating, all those involved in the SSE recognize that marketing is the poor sibling of the activities of cooperatives and local SMEs. They struggle to design and implement a marketing strategy that can provide them with a return on investment commensurate with the efforts made and the quality of the products. They are unable to build brand awareness and compete with industrial companies, which have financial and marketing resources dedicated to developing their brand images. The lack of mastery in marketing techniques, such as the communication mix, digital marketing, the ineffectiveness of distribution networks and the lack of a CRM strategy remain the main handicaps to their marketing. In addition to these shortcomings, there is the ignorance of the cost calculation principles, which severely influences the profitability of these productions. In addition, local products are often marketed by intermediaries, brokers, imitators and even fraudsters who harm farmers and cooperatives and create a climate of mistrust, and even a major obstacle to their marketing. These dysfunctions are explained by the scarcity of forms of collaboration with stakeholders such as local authorities, individuals, private actors, large distributors and other organizations that are more likely to facilitate the marketing of their products.

 Today, in the North as in the South, the marketing of local products is at the center in a system of promising alliances for the SSE; stakeholders are working to facilitate access to local products to markets and thereby democratizing their consumption. Admittedly, the experience of local cooperatives and SMEs on the northern Mediterranean shore is setting a very good model, but it faces edifying constraints for their southern counterparts. Even within the framework of alliances between stakeholders, coordination to market local products is not easy and often takes place against a backdrop of controversy. For co-ops and local SMEs, investments in terms of innovation, reputation, communication and increasing costs of information explain the why of their very high prices and also justify why consumers tend to buy the same products not guaranteed neither on the origin nor on the quality but at very low prices. Governments and communities are obliged to set up information, traceability policies and territorial promotion campaigns to fight against fraud and usurpation of trademarks. For the consumer, the systems put in place guarantee the origin and quality of the products; but the asymmetry of information, the multiplication of acronyms and logos create confusion among consumers and sometimes encourage them to be wary and doubt the authenticity of the products on the market.

Through a multidisciplinary approach integrating among others rural studies, sociology, history, management including marketing, strategy, entrepreneurship and business economics, finance, Information and Communication sciences, this conference aims to capitalize on the experiences and backgrounds of cooperatives and SMEs from the North and South, which have implemented viable and sustainable marketing approaches. It is above all a question of combining the experiences of each other to rethink the commercial difficulties of cooperatives and SMEs, in order to develop profit-sharing strategies intended to involve more stakeholders in the marketing of local products.

The Scope of the conference

1- Consumer behavior towards local products: Purchasing motivations and constraints, Perception and representations of local products, Committed consumption etc.

2- Experiences of alliances with stakeholders for the marketing of local products:

  • Mass distribution, airports, NGOs, etc.
  • Tourism: hotels, restaurants, recipes from Michelin-starred chefs, etc.
  • The agrotourism sector;
  • Sales to individuals: direct sales at the farm, producers' shops and local outlets, online stores, marketplace, organic baskets, etc.
  • Exports: large foreign distributors, direct sales grouped by internet etc.

3- State policies and governance of the market for local products;

4- Certification and labeling procedures for local products and their impact on marketing: IGP, AOP, AB, AOC, fair trade etc.

5- Pooling of the sales force;

6- Financial levers for individual and collective businesses in the sector;

7- The heritage of local products: culinary recipes, Geographical Indications;

8- Communication strategy to develop the brand image of local products and territories:

  • Marketing communication for cooperatives and local SMEs,
  • Public and territorial communication,
  • Tourist communication,
  • Digital Technology,
  • Event communication: fairs, shows, festivals, Museums and parties;

9- Determination of the profitability and viability of the local products:

  • Estimation and calculation of the cost price;
  • Estimation of the real selling price by various approaches, including the creation of a commodity exchange for pricing local products such as argan. This can be modeled after the saffron commodity exchange market in Morocco;

10- Local entrepreneurship.

11- Educational cases dealing with one of the themes of the conference. The cases submitted must be accompanied by an educational note.


  • March 30, 2021: Deadline to receive the communication intentions

  • April 15th 2021: Response from the scientific committee
  • June 30, 2021: Deadline to send the final texts
  • July 30, 2021: Response from the scientific committee
  • September 30, 2020: Reception of the final texts which will be published in the conference proceedings
  • 27, 28, 29 October 2021: Conference dates

Submission procedure

 Contributors are invited to submit a proposal in French or English to the following address:

  • It will be assessed by double blind review. This will include: the problem, the theoretical framework, the methodology, the main results, and the main bibliographical references.
  • The format for submitting communications must comply with the following instructions: 2500 characters, Times New Roman 12, single spaced.
  • On the first page appear the names and their affiliations of the author (s), the e-mail address, the title of the communication, and 4 to 5 keywords.

Organizing committee

  • HAMRI Hicham (Directeur et Professeur, ENCG, UIZ Agadir, Maroc)
  • LOUX Kamal (ENCG, UIZ Agadir, Maroc)
  • SOUAF Malika (Directrice du laboratoire MAPES, ENCG, UIZ Agadir, Maroc)
  • ANGADE Khadija (ENCG, UIZ Agadir, Maroc)
  • EL WAZANI Youssef (ENG, UIZ Agadir, Maroc)
  • BOUHOUILI Mbarka (FSJES, Ait Melloul, UIZ Agadir, Maroc)
  • BOUMESKA Mustapha ( FSJES,UIZ Agadir, Maroc)
  • MEKKAOUI Soumiya (ENCG, UIZ Agadir, Maroc)
  • AIT HEDA Abdellatif (ENCG, UIZ Agadir, Maroc)
  • SOUSSI Noureddine (FSJES, Ait Melloul, UIZ Agadir, Maroc)
  • ELFATHAOUI Habib (FSJES, Ait Melloul, UIZ Agadir, Maroc)
  • RAIF Maha (Doctorante MAPES, ENCG, UIZ Agadir, Maroc)
  • BOUCHRA EL Bakkouri (Doctorante MAPES, ENCG, UIZ Agadir, Maroc)
  • OUBOUTAIB Fatima Ezzahra (Doctorante MAPES, ENCG, UIZ Agadir, Maroc)
  • SADKI Assia (Doctorante MAPES, ENCG, UIZ Agadir, Maroc)
  • RECHIDI Soraya (Doctorante MAPES, ENCG, UIZ Agadir, Maroc)
  • IRBAH Jihad (Doctorante MAPES, ENCG, UIZ Agadir, Maroc)
  • MENGUET Khadija (Doctorante MAPES, ENCG, UIZ Agadir, Maroc)

Scientfic committee

  • Dr AIT HEDA Abdellatif (ENCG, UIZ Agadir, Maroc) ; courriel :
  • ABIL Abdallah (ENCG, UIZ Agadir, Maroc)
  • ACHABA Allal (ENCG, Agadir, Maroc)
  • ADRDOUR Mohamed (ENCG, UIZ Agadir, Maroc)
  • AHROUCH Said (FSJES, UIZ Agadir, Maroc)
  • ALAMI Asmae (ENCG, UIZ Agadir, Maroc)
  • ANGADE Khadija (ENCG, UIZ Agadir, Maroc)
  • BELLIHI Hassan (ENCG, UIZ Agadir, Maroc)
  • BENBOUZID Ahmed (Réseau du microcrédit Entrepreneurial, Québec, Canada)
  • BENDOU Aziz (UIZ Agadir, Maroc)
  • BENSLIMAN Syrine (Faculté des Sciences Économiques et de Gestion de Mahdia, Tunisie)
  • BENWAKRIM Hind (FSJES, Ait Melloul, UIZ Agadir, Maroc)
  • BILLET Jeanine (ESC PAU, France)
  • BOUHOUILI Mbarka (FSJES, Ait Melloul, UIZ Agadir, Maroc)
  • BOUMESKA Mustapha (FSJES, UIZ Agadir, Maroc)
  • CHAHID Mohammed (Université Clermont Auvergne, France)
  • CHAKOR Abdellatif (FSJES, Rabat, Maroc)
  • EDDAHIBI Mustapha (ENCG, Agadir, Maroc)
  • EL ABBOUBI Manal (FSJES, UM5 Rabat, Maroc)MITES
  • ELFATHAOUI Habib (FSJES, Ait Melloul, UIZ Agadir, Maroc)
  • ELHAMIDI Saadia (Université Mohammed V, Rabat)
  • ELKANDOUSSI Fatima (ENCG, UIZ Agadir, Maroc)
  • EL WAZANI Youssef (ENG, UIZ Agadir, Maroc)
  • ESSAOUSSANI Amina (ENCG, UIZ Agadir, Maroc)
  • HAMRI Hicham (Directeur et Professeur, ENCG, UIZ Agadir, Maroc)
  • HMAITTANE Abdelamajid (ENG, UIZ Agadir, Maroc)
  • HNAKA Zineb (ENCG, UIZ Agadir, Maroc)
  • JAUFFRIT Marc (ESC PAU, France)
  • JAYED Abdelkhaleq (FLSH, UIZ Agadir, Maroc)
  • KOUAYEP Bertin Léopold (ESCG de Yaoundé Cameroun)
  • LABARI Brahim (FLSH, UIZ Agadir, Maroc)
  • LAGDIM L.Hind (ENCG, UIZ Agadir, Maroc)
  • MERAH Aissa (Université de Béjaïa, Algérie)
  • MEYER Vincent (Université Côte d’Azur, France)
  • MEKKAOUI Soumiya (ENCG, UIZ Agadir, Maroc)
  • M’ZALI Bouchra (ESG, UQAM, Canada)
  • OUMLIL Rachid (ENCG, UIZ Agadir, Maroc)
  • OUAHRAOUI Fatima (ENCG, UIZ Agadir, Maroc)
  • RIEUTORT Laurent (Université Clermont Auvergne, France)
  • SAIR Aziz ( ENCG Dahkla, UIZ Agadir, Maroc)
  • SGHAIER Mongi (Institut des Régions Arides, Tunisie)
  • SGUENFEL Mohamed (ENCG, UIZ Agadir, Maroc)
  • SKOURI Hassan (ENCG, UIZ Agadir, Maroc)
  • SOUAF Malika (ENCG, UIZ Agadir, Maroc)
  • SOUSSI Noureddine (FSJES, Ait Melloul, UIZ Agadir, Maroc)
  • ZEROUALI Hayat (ESI, Rabat, Maroc)
  • ZEROUALI OUARITI Ouafae (ENCG, UIZ Agadir, Maroc)
  • ZOUITEN Said (Ecole de Gestion, UQTR, Canada)

Registration and participation fees

 Participants must be registered beforehand and the presence of at least one of the authors is required.

  • Researchers and Professionals: 1500 MAD (150 euros)
  • Students: 700 MAD (70 euros)
  • Accompanying person: 700 MAD (70 euros)

Registration includes:

  • Access to the different sessions of the Congress + Documentation + conference proceedings
  • Food and coffee break

Additional fees may be required for optional activities (dinner, cooperative visits, etc.)

 A doctoral workshop on the writing of scientific articles will be organized on 27 october  for the benefit of doctoral students.

For accommodation in Agadir and transportation from the airport to Agadir, preferential prices will be negotiated with hotels and a transport agency.


  • Tuesday, March 30, 2021


  • produits de terroir, commercialisation, partie prenante, alliance territoriale, information, communication, marketing, entrepreneuriat


  • Abdellatif Aitheda
    courriel : aaitheda [at] gmail [dot] com

Information source

    courriel : aaitheda [at] gmail [dot] com


CC0-1.0 This announcement is licensed under the terms of Creative Commons CC0 1.0 Universal.

To cite this announcement

« Strategies for the commercialisation of products of the terroir », Call for papers, Calenda, Published on Monday, March 09, 2020,

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