There are many different reasons why consumers buy locally produced foods. Some consumers buy locally produced food nearby, while others buy after-production because they consider that the food has been produced in an environmentally and climate-friendly way. Some consumers buy after-production because it tastes better or that they consider it to be of a higher quality than other foods.
The purpose of this pilot study is to investigate the relationship and attitude to food that is produced locally, and the attitude they attach to packaging for local food of high school students in Polhem school in Gävle. Also, investigate how local manufacturers in Gävleborg County work today with market communication and packaging design.
To carry out this study, a quantitative study has been used. The quantitative study is based on two surveys conducted by high school students at the Polhem School in Gävle and local producers in Gävleborg County.
The questionnaires cover all the theory areas. The theory chapter begins with a background description about MatVärden, an association that works for Gävleborg residents, but also visitors to be able to share the food and drink produced in Gävleborg. Next, the Foodstuffs Strategy 2017 describes food production, consumer demand, packaging design and marketing communications. Each part has a connection with the purpose of the study that will be the basis for the conclusion.
The empirical material presents the material collected about the quantitative questionnaire survey.
It has been observed that there is a lack of knowledge among high school students about food produced locally. It also appears in the result that they consider that a colored and more fun packaging attracts more than one ordinary and single-colored.
Local producers have a hard time reaching out to the stores today because they lack knowledge and communication. They have limited opportunities to work per the traditional models that exist and have shown an interest in increasing their sales and reaching out to the stores.