“Shared landscapes: The impact of residents' visual and sensual perceptions of regional meat production on brand development”

Abstract

The purpose of this study is to explore the brand opportunities which emerge from local consumers’ knowledge of Herdwick Lamb (HL). Anchoring HL in Cumbria is the protected designation of origin (PDO) which stipulates “lamb and sheep of pure-bred flocks of Herdwick ewes and rams that have been born, raised and slaughtered in the county of Cumbria” (Commission Regulation No.453/2013). Of interest here are the inferences which consumers make for the final product because of their experience of heritage, landscape, environment and husbandry observed in the context of HL production. Consumer perspectives on product attribute-building have largely been ignored in attribute-related literature (Darby and Karni,1973; Andersen, 1994). This paper aims at advancing understanding between local perceptions of a product growing in a specific place and the messages used to communicate the values of that final product to consumers.