BO-M1063 : Tarija, Aromas y Sabores - Testing the Concept of Multiproduct Regional Branding

Taking advantage of the excellent image of the socio-cultural and natural features of the Tarija region of Bolivia , aims to develop a multi- brand bet on differentiation and quality to facilitate market access for small farmers and micro and small businesses and boost economic development Local . As several studies show , collective marks of quality are an alternative for small farmers and micro and small enterprises achieve distinguish their products in increasingly demanding markets and share some of the costs of promotion and marketing, which are greater than their individual investment opportunities . Moreover, such trademarks have demonstrated their capacity as carriers for reputation formation , facilitating the transmission of quality information to consumers who are now more interested in the quality and uniqueness tied to the traditions of the place of origin production . This project will seek to consolidate Trademarks Can Tarija, Aromas and Sabores¿ for high quality products in the region and occurring caring for the environment, such as grapes / wines , hams , cheeses , honey, berries, and oregano. The project will be developed in 6 municipalities of Tarija ( Uriondo , San Lorenzo , Padcaya , El Puente, Yunchará Fence and where the city of Tarija is located) . It will directly benefit 100 MSEs and 900 farmers, organized in 18 associations , whose plots have less than 5 ha, of which only a fraction is cultivated . This project will implement activities to promote public-private coordination , consolidation and brand operation and expansion of markets for multi- territorial quality mark. This will allow the positioning of the region as a center for specialty food production . The targeted products have the potential to develop profitable enough business market. And while some specialty products are still minor items for the regional economy , are integrated in the shared vision of development and branding and can be designed and provide another perspective to the food and tourism sector in the region, helping to develop enterprises and producers less developed country by joining the territorial brand.