Traditional Specialty Food and Beverage Products

Abstract

Customers show an ever-increasing awareness in their choices. This is also true for the food and beverage industry, where it is possible to register a growing interest in specialty products. These are appreciated for their guarantees of taste and authenticity; they are niche products, with a high intrinsic value, often sold at a premium price. Data from the Covid-19 pandemic shows an increased e-commerce, on both the demand and supply side. Selling such products on the global market in e-stores, without experience or a direct contact with the product, is more challenging, and brand and communication are crucial aspects. These products can rely upon the link with the territory and the country-of-origin effect. The chapter intends to describe and analyze the specific nature of such products and the role of the country-of-origin effect in e-commercing them on the global scale according to marketing literature. Some notes are provided about how international recognitions, such as the UNESCO one, can support the match country-product.