Third International Conference on Tourism & Leisure Studies

Abstract

Many categories of attribute can contribute to the development of a food brand. However, certain embedded food products feature such a strong association with the landscape, that they are a feature of the “lifescape” of local inhabitants (Convery et al., 2004). In order to develop a credible brand, to be sold by locals to visitors, the brand development process needs to be informed by local perceptions of Cumbrian salt marsh lambs (CSML) in the landscape. Twenty soft laddering interviews with residents of the locale of salt-marsh lamb production facilitated the process of means end chain analysis. Results showed that like other regional products CSML facilitates networks of trust and community participation. The vision of CSML in the landscape added to place appreciation, the qualities of the saline environment, and accompanying specific fauna were thought by some to influence the flavour. The environment of production also provoked reflections on time and food rituals, to tides and to qualities of “Englishness.” Analysis of responses found valuable non-food-centred considerations for brand development of CSML. Theoretical implications of the findings indicate the potential value of a new “pre-product” experience attribute. Whilst practical findings require local events, participation, and education to ensure a local entrenchment of brands.