This paper aims to evaluate how places approach the promotion of local food products and what it means to produce, consume and support local produce in a rural region.,The study uses a participatory action-reflective approach through a series of three focus groups held over consecutive weeks with nine participants. This included local food producers, artists and community members, with data collected through focus group discussions, reflective video diaries and a questionnaire. The research was conducted in Rhondda Cynon Taf, Wales, a region with entrepreneurial potential but lacking a reputation for food.,Findings demonstrate confused perceptions of local identity, leading to a cliched image of the region. As such, an origin brand may do little to enhance the value of local produce or increase economic prosperity in places that lack an established identity. Places with a more recognised reputation for food, such as Wales, could benefit from an origin brand, similar to Brittany.,The study extends the academic understanding of place branding by investigating the value of using origin branding in promoting food products. The context of a lesser-known region highlights the importance of awareness and reputation for the successful implementation of the brand. Additionally, the unique community-led action-reflective methodology provides a holistic model in exploring the effective development of the brand.

中文翻译：

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卖场：基于社区的当地食品推广模式。Rhondda Cynon Taf案

本文旨在评估地方如何促进当地食品的生产，以及在农村地区生产，消费和支持当地产品的意义。该研究通过参与式行动反思方法，通过三个不同的焦点小组连续九周参加。其中包括当地的食品生产商，艺术家和社区成员，以及通过焦点小组讨论，反思性视频日记和问卷收集的数据。这项研究是在威尔士的Rhondda Cynon Taf进行的，该地区具有创业潜力，但在食品方面缺乏声誉。研究发现，人们对当地身份的认识混乱，导致该地区的形象下降。因此，在缺乏确定性的地方，原产地品牌可能无法提高本地产品的价值或增加经济繁荣。与布列塔尼类似，在威尔士等享有较高食品声誉的地方也可以从原产地品牌中受益。该研究通过调查使用原产地品牌在推广食品中的价值，扩展了对地方品牌的学术理解。鲜为人知的地区的背景突显了成功实施品牌的意识和声誉的重要性。此外，独特的社区主导行动反思方法为探索品牌的有效发展提供了一个整体模型。该研究通过调查在促销食品中使用原始品牌的价值，扩展了对地方品牌的学术理解。鲜为人知的地区的背景突显了成功实施品牌的意识和声誉的重要性。此外，独特的社区主导行动反思方法为探索品牌的有效发展提供了一个整体模型。该研究通过调查在促销食品中使用原始品牌的价值，扩展了对地方品牌的学术理解。鲜为人知的地区的背景突显了成功实施品牌的意识和声誉的重要性。此外，独特的社区主导行动反思方法为探索品牌的有效发展提供了一个整体模型。