Experience in branding producers-processors of agricultural products to ensure food security in the region

Abstract

The article presents the research results of the role and potential of the regional brand, which has united agricultural producers - processers with the aim to solve the problem of quality management of consumer goods and food security governance in the Vologda region. The observed serious demographic problems are connected with the quality and safety of food products as well. The agricultural direction of the economics of the region allows the region to be self-sufficient in quality products of the local producers-processors. That is why the regional government implements the policy of voluntary certification with the marking “The real Vologda product”. This initiative had involved a large number of participants and later became the so named regional trade brand. The analysis of the peculiarities of functioning and development trend of the brand was carried out. The survey results of consumer preferences of the population were presented. They showed the sufficiently high level of trust to the quality and environmental friendliness of the raw material of products by the Vologda producers, in which the brand “The real Vologda product” played an important role. Such technologies of branding are not widely spread in regions. The history and experience of “The real Vologda product” is an example of an efficient tool in the struggle against infringing goods, and of an increase of the level of food security of the population.