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- Improving Urban Food Markets as a Local Sustainable Meeting PointPublication . Xara-Brasil, Duarte; Pardal, Pedro; Cordeiro, João Pedro Pina; Carvalho, Luísa Margarida CagicaUrban food markets are considered as catalyzers of regional development and central places for promoting sustainability through the short cycles between the farm and the plate. This paper aims to identify mechanisms for improving the performance of an urban food market, con- sidering an extended internal and external analysis. This includes competitive pressure and op- portunities and their specific constraints on maximizing its relations with the region's inhabitants and simultaneously promoting the local economy and sustainable behaviors and policies in the community. This is a case study carried out using a qualitative approach with different key play- ers from one of the most important fish markets in the world – Mercado do Livramento in Setúbal (Portugal). The conclusions reinforce the need to preserve its authenticity, through the attraction, satisfaction, and improvement of loyalty rates of local customers, while also reaching a different public and increasing its regional, national, and international attractiveness. To a large extent, this action will involve investing in improving the value proposition of merchants and promoting exclusive experiences, focused on products and people, which is in line with the goals of sustain- able development.
- A compra de produtos locais: mercados municipais versus moderna distribuiçãoPublication . Xara-Brasil, Duarte; Pardal, Pedro; Cordeiro, João Pedro Pina; Carvalho, Luísa Margarida CagicaEste trabalho reflete sobre os eixos de diferenciação que poderão ser destacados pelos Mercados Municipais e pelos comerciantes tradicionais na venda de produtos locais junto da sua comunidade. Está consubstanciado numa revisão da literatura em que se apresentam os principais canais retalhistas de distribuição de produtos alimentares, a relevância da sustentabilidade e do consumo local na ótica dos retalhistas e dos consumidores e, por fim, as principais oportunidades que existirão para os comerciantes locais, relacionadas com a disponibilização de uma gama de produtos locais mais alargada. Observa-se uma relevante centralidade da temática da sustentabilidade para todos os intervenientes e uma atuação sistemática e consistente dos diferentes operadores retalhistas. Paralelamente, a perceção positiva da proximidade, confiança, autenticidade e a especialização que os consumidores têm relativamente ao formato “comércio local” e dos Mercados Municipais, constituem importantes oportunidades para a consolidação dos negócios destes pequenos retalhistas e um contributo para o desenvolvimento sustentável da comunidade.
- Consumer, retailer, and producer green orientation as a marketing driver: an empirical study in an urban food marketPublication . Xara-Brasil, Duarte; Cordeiro, João Pedro Pina; Carvalho, Luísa Margarida Cagica; Pardal, Pedro; Silveira, Paulo DuarteThis article analyzes consumer, local producer, and retailer green orientation regarding local food production and consumption in an urban food market context. This approach extends previous research, mainly focused on green orientation of consumers, by including a broader analysis of the perceptions of different relevant stakeholders. For this purpose, an empirical study was carried out in the context of a local urban market of a medium-sized city through the application of a survey to producers, retailers, and consumers, which included a green orientation scale. Results showed that local consumers and local retailers have a similar high level of green orientation, while local producers are less green-oriented. These conclusions highlight the importance of the green “values” in local communities and the need to reinforce marketing efforts and specific training programs to different stakeholders, namely local producers focused on sustainability.
- Improving urban food markets as a local sustainable meeting pointPublication . Xara-Brasil, Duarte; Pardal, Pedro; Cordeiro, João Pedro Pina; Carvalho, Luísa Margarida CagicaUrban food markets are considered as catalyzers of regional development and central places for promoting sustainability through the short cycles between the farm and the plate. This paper aims to identify mechanisms for improving the performance of an urban food market, considering an extended internal and external analysis. This includes competitive pressure and opportunities and their specific constraints on maximizing its relations with the region's inhabitants and simultaneously promoting the local economy and sustainable behaviors and policies in the community. This is a case study carried out using a qualitative approach with different key players from one of the most important fish markets in the world – Mercado do Livramento in Setúbal (Portugal). The conclusions reinforce the need to preserve its authenticity, through the attraction, satisfaction, and improvement of loyalty rates of local customers, while also reaching a different public and increasing its regional, national, and international attractiveness. To a large extent, this action will involve investing in improving the value proposition of merchants and promoting exclusive experiences, focused on products and people, which is in line with the goals of sustainable development.