ENGAGING AND SUPPORTING EUROPEAN CHESTNUT PRODUCER IN ORGANIC CHESTNUT ORCHARDS!
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Summary of the axe
This chapter focuses on five marketing questions that should be answered by the producer, in order to be able to promote effectively the organic chestnuts to the market. These questions refer to targeted marketing strategies, introduction of the product to the market, expansion of the existing market share, creation of a marketing niche for organic chestnuts and brand marketing of agricultural products.
Ancient texts are speaking about chestnut & chestnut production (Homer, 8 centuries BC or the historian Xenophon 4 centuries BC wrote about chestnuts…) and chestnuts are still part of a lot of European region tradition and gastronomy.
Looking across the history of the place of this tree in numerous human communities in Europe, it is obvious that this relationship is rich of stories, knowledge and traditions. But does it make this tree and its fruit part of our Heritage? And why should we protect and enhance this heritage in the framework of chestnut farming?
This module will introduce you to the multifaced concept of Heritage and will help you better identify your own Chestnut Heritage.