Regional foods: a consumer perspective

Investigates consumer perceptions of “regional foods” in England. Results show understandings of regional foods to be a complex dynamic of interrelated concepts. Regional foods are defined by place and human‐related factors. An implicit factor in attitudes towards regional food is the “perceived authenticity” of the various product attributes by the consumer. Regional foods are characterized as “regional products” (high‐value, speciality or hand‐crafted products) and “regional recipes” (dishes readily associated with home preparation and cooking). Proposes that findings have implications for marketing, in particular product differentiation and communication. Implications are discussed for food producers and retailers, and recommendations are made for future research.