Food products branding as a new vector for improving state support for local producers

Abstract

The main goals of agro-industrial complex development are determined by the growth of production volumes, competitiveness and export of food products. Determination of state support for local food producers to increase quantitative indicators reduces the effectiveness of these measures, which requires their improvement under conditions of increased competition in food markets. One of the topical areas of state support is local products' branding as a part of place branding. The article presents the results of a study of consumer satisfaction with the quality of food products of regional producers based on the authors' methodology, which made it possible to identify product groups with the potential for their transformation into brands. Based on the results of desk and field research, it has been proven that consumer satisfaction with food quality is the basis for improving state support for local producers.