Collective Rural Brands and Consumption of Agroecological Products

Abstract

This work focuses on the development of rural communities through their productive and commercial orientation. This is done through collective rural brands as a vehicle to achieve identity, representation, and commercial value. Concepts and scopes of ecological consumption and commercialization of artisanal, ecological, and organic products are analyzed. At the field level, shared intelligence is built through interviews with marketing, sustainability, and ecology experts. And interviews with organic food consumers. It is complemented with the analysis of real cases of implementation of rural collective brands. Finally, an integrative analysis of schemes and models is proposed for the participatory development of collective and scalable brands.