Rapport nr - SIFO

38tween the different approaches of economic development must be emphasized and the collective managementof the Terroir image becomes crucial.This ambivalence is particularly exciting due to 1) the conception of mass distribution itself is totallyopposed to the one of Terroir, and 2) standardization and loss of typicity and proximity that necessarilyincrease when the distributor brands improve their turnover. How do the consumers perceive thisdilemma?Some analyses of French research conclude that promotion is essential in a very large area of commercialisation,but the costs are not adapted to companies which produce these products- small or averagecompanies. The publications made, for example, by JL Rastoin underline that there are two types ofadvertising in local food. The first one creates a typical picture based on a normal product and appearswith a large brand which can fund the communication (packaging, advertising) to build this vision ofTerroir around the product. The second type of local food advertising is based on a reduction of thecommunication costs by scale economy which consists of federating small companies or unions ofproducers, or the two together, to conduct a common advertising campaign about only the product andnot the brand itself. The current problem is the rise of this cost, since there is increasing competitionbetween these Terroir store brands, which is resulting in an increase of prices. Today consumers paythe cost of this advertising, but if it continues to rise, the consumers will not continue to pay for this.Then, it is possible that this rise in advertising will eventually reduce the purchase price and the producerwill reduce the final price for the consumers, becoming more competitive. This situation is whathas happened with most large brands.