... agri-food cooperatives integrate digital technologies into their marketing strategies, exploring the opportunities and challenges of progressing from digitalisation to digital transformation while aligning with cooperative principles. Design/methodology/approach A multiple case study approach...

... suppliers with insights to pinpoint business prospects and craft segment-specific online marketing strategies. Targeting younger, nontraditional consumers should emphasize content about ingredients and additives, which are often linked to nutritional and health considerations. In contrast, other segments...

...’ strategies for promoting non-conventional food products, addressing Jones’s (2023) call for studies on retailer motivations and in-store positioning decisions affecting consumer purchasing. Alternative proteins Grocery Marketing strategies Retail market dynamics Value proposition...

... the formation of locavorism. Furthermore, the authors’ findings corroborate the concept advanced by prior studies that reinforcing loops exist among the three belief dimensions of locavorism. Practical implications Food producers can use these findings to shape their marketing strategies more effectively...