# From Terroir to Retail Chains: Safeguarding Authenticity in Private Label Brands

Belaid Samy, Beylier René Pierre, Lacoeuilhe Jérôme

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Belaid Samy, Beylier René Pierre, Lacoeuilhe Jérôme. From Terroir to Retail Chains: Safeguarding Authenticity in Private Label Brands. Brand Awareness - Recent Advances and Perspectives [Working Title], IntechOpen, 2024, Business, Management and Economics, 10.5772/intechopen.113167. hal-04465184

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# From Terroir to Retail Chains: Safeguarding Authenticity in Private Label Brands

Samy Belaid, René-Pierre Beylier and Jérôme Lacoeuilhe

## Abstract

In the evolving context of mass distribution, terroir private labels (TPLs) have firmly established themselves as indispensable players in the world of brands, responding to the growing expectations of consumers in search of quality, authenticity, and unique sensory experiences. This chapter explores the multiple facets of preserving authenticity within terroir private labels, focusing on their role within large retail chains. We begin the chapter with an analysis of terroir products and their associated private labels, laying the groundwork for understanding their importance. We then examine consumer motivations for choosing terroir products, highlighting the critical role of private labels within the retail sector. While highlighting the challenges of integrating them into traditional agri-food models, we emphasize the importance of preserving authenticity through local initiatives and alternative food networks. In addition, this chapter looks at how large retail chains can strengthen their connections with consumers by promoting values such as proximity, trust, and storytelling. We also explore the social responsibility dimension of local private labels, focusing on supporting local producers and preserving the environment. Finally, we will formulate strategic recommendations for retailers to strengthen the authenticity and sustainability of their terroir private labels while contributing to the development of local communities.

**Keywords:** private labels, terroir products, authenticity, retail chains, corporate social responsibility

## 1. Introduction

In the evolving landscape of the mass retail market, terroir private labels (TPLs) have firmly established themselves as indispensable players within the realm of brands. They address the mounting expectations of consumers who seek quality, authenticity, and distinctive sensory experiences. By underscoring their products' unique origins and traceability, these brands have adeptly captured the affection of consumers in pursuit of exclusivity and authenticity.

This chapter explores the multifaceted aspects of preserving authenticity within TPLs, mainly manifested through major retail chains. It begins in Section 2 with an analysis of the attributes inherent in terroir products and the private labels that
champion them. This section lays the conceptual groundwork required for a thorough
grasp of the rest of the chapter.

Section 3 examines the motivations that steer consumers toward selecting terroir products and the pivotal role played by private labels in the expansive domain of mass retail. This analysis allows for a more transparent comprehension of how authenticity affects consumer perception and the challenges these brands encounter when integrating into conventional agri-food models.

Preserving the authenticity of TPLs mandates robust localized initiatives. Special attention is thus devoted to the significance of alternative food networks and short supply chains, which fortify these brands’ pursuit of authenticity. Moreover, this section examines how major retail chains can optimize consumer expectations by accentuating values such as proximity, trust, and transparency and harnessing storytelling to foster emotional connections with their intended audience.

Beyond their commercial dimension, TPLs also encompass a social dimension by championing local producers and contributing to environmental preservation. This pivotal dimension warrants exploration, this chapter examines how this social facet plays a decisive role in promoting brand authenticity.

The chapter concludes with strategies to empower major retail chains to offer authentic and sustainable TPLs. These include the conscientious selection of terroir products, close collaboration with local producers, and illumination of the intrinsic relationship between a product and its origin. Simultaneously, the chapter emphasizes the paramountcy of effective communication in conveying to consumers the value of authenticity and sustainability.

Finally, the focus turns to best practices for industry professionals in the realm of food. The chapter ends by accentuating the importance of upholding traditional knowledge and embracing environmentally conscious practices intertwined with preserving the distinct terroir attributes.

## 2. Understanding terroir private label brands

To understand the definition and essence of a TPL brand, it is first necessary to revisit the concepts of “terroir” and “terroir product”. This section then explores their unique roles within the context of the mass retail landscape.

### 2.1 Definition and characteristics of terroir products

The term “terroir” is a distinctly French term without direct equivalence in other languages. It signifies a union between humanity and the land and can be defined from various angles (agronomy, economics, history, geography, sociology, and ethnology, among others). Terroir encompasses know-how, traditions, culture, and biophysical attributes that are tied to its environment and that have evolved. Charters et al. [1] identify three dimensions: the physical aspect pertains to geographic and geological features (climate, topography, soil); the philosophical dimension corresponds to the hedonic and sensory qualities of terroir (heritage, typicity); and the human dimension is linked to human capital and specific skills employed (tradition, culture).

Drawing upon the characteristics of terroir as mentioned above and the Desjardin Report, Beylier [2] sets out to define a terroir product. Then a terroir product is “a [food] product that originates – or whose primary components originate – from a delimited and homogeneous territory. The characteristics that significantly
differentiate it from products of the same nature are based on the specificity of this ter-
ritory. Its attributes depend on both the peculiarities of the environment, such as geol-
ogy, climate, topography, and culture, as well as on knowledge and know-how, whether
traditional or emerging and its inhabitants.” A terroir product thus emerges from the
interaction between the product and its place of production and creation and from
the interplay of environment, product, and community [2]. It embodies a profound
cultural and social dimension, “a product rooted in local culture and society” [3].

In scholarly literature, a consensus exists among researchers regarding two dimen-
sions inherent to terroir products [4]: a territorial dimension (natural factors-space:
anchoring a product in a geographical location, soil, climate, overall environment) and
a cultural and historical dimension (human factors-time: history, expertise, reputation,
values, specific traditions) [5-7]. Consequently, a terroir product can be conceptualized
as the bridge connecting its components, including environment, population, culture/
expertise, and the distinctive attributes of local character, personalities, and values.

## 2.2 Role of private label brands in the retail industry

In France, private-label brands hold approximately 32% of the market share (source: PLMA). Three types can be distinguished: economy-class private labels for budget-conscious consumers; mainstream private labels competing directly with national brands; and premium-oriented private labels, including terroir and organic products. TPLs have experienced notable growth over several years. Furthermore, for over a decade, there has been a growing offering of terroir products marketed under the manufacturer's and distributor's brands. The latter can be defined as a grouping of several terroir products under an umbrella private label [8]. The TPL, as emphasized by Beylier [2], draws upon the same foundation as a terroir product (territorial anchoring, expertise, tradition, authenticity, unique flavors/aromas, heritage, and regional valorization) while being endorsed by a manufacturer's brand.

Beylier, Messeghem, and Fort [8] mention that, for this type of private label, there
always exists a connection to a specific geographic region or terroir, and the recipes
remain authentic (local, traditional, etc.), often involving the use of noble ingredients
or recognition of established typicity or superior organoleptic quality. In practice,
a distributor identifies one or several small or medium-sized enterprises (SMEs)
known for their expertise and production processes within each terroir. The produc-
tion is then outsourced to these SMEs according to specific guidelines [2].

For retailers, the TPL carries profound significance, with the focus not solely or
primarily on the price-quality ratio. Beylier, Messeghem, and Fort [8] underline
common objectives in introducing it to the market, including cultivating partnerships
with local SMEs and celebrating culinary traditions and authentic traditional exper-
tise. These products serve as vehicles for shaping the retailer's image and legitimizing
specialized department stores [9, 10]. Much like the endorsement of terroir brands
by manufacturers, this kind of private label offers the opportunity to communicate
about the origin, authenticity, environmental initiatives, and corporate social respon-
sibility (CSR), particularly regarding supplier relationships.

3. Motivations driving consumers to choose terroir products

In contemporary society, post-modern consumers stand out for their relent-
less pursuit of authenticity, which governs their purchasing motivations for terroir
products. This section begins with an overview of these motivations and then exam-
ines the social value of terroir products.

**3.1 Motivations for purchasing terroir products**

Today, the post-modern consumer is distinguished by a quest for quality and significance in their choices. For them, quality extends beyond a product's intrinsic characteristics, encompassing its origin, production, and impact on the environment and society. The consumer also seeks products that reflect their identity and personal values. The two dimensions of terroir products—origin (region, territory, and land) and “time and culture” (recipe, history, ritual)—contribute to the differentiating aspect of this offering. Moreover, due to their local identity and uniqueness, these products are well-positioned to fulfill the post-modern consumer's quest for meaning.

Batat and Lachance [11] identify several motivations underlying the consumption of such products. First, a functional dimension is tied to quality, good taste, trace-ability, and health benefits. Combining local tradition and natural elements renders terroir product consumption beneficial to the consumer's health. Second, there is a dimension related to the region of origin through its history and values. The third motivation pertains to the desire to remain in direct contact with producers and support the local economy (sustaining small producers). Lastly, an emotional dimension is present, with terroir products evoking nostalgia through potential childhood memories, heritage preservation, and intergenerational transmission. Among these motivations, it is essential to focus on the social value of terroir products and, by extension, TPL brands. These motivations draw from the inherent characteristics of terroir products, whereas motivations related to quality or experiential aspects also influence purchases of non-terroir products. Although stemming from the identity of terroir products, these motivations are not exclusive to them.

**3.2 Social value of terroir private label brands**

Terroir product brands constitute an extensive territorial cultural heritage [12]. The 1980s and 1990s marked the initiation of patrimonialization, beginning with rural areas that attracted attention and subsequently with the enthusiasm for terroir products (both industrial and food retail chains [FRCs] embraced them, reinventing these products), further strengthened by the European Controlled Designation of Origin (CDO) becoming Protected Designation of Origin (PDO) in 1992. Three decades later, the health crisis and recent manifestations of the climate crisis, combined with diminished purchasing power against the backdrop of environmental and economic inflation, have heightened the significance of terroir, locality, proximity, health, sobriety, and transparency. Today, the simultaneously traditional and innovative terroir is more celebrated than ever. The need to address the expectations of “consum’actors” regarding authenticity, safety, and guarantees requires the (re)construction of links between tradition and modernity, quality and identity [13]. Do TPL brands play a role in supporting local producers and preserving local cultural food heritage?

TPL brands (an umbrella brand that encompasses terroir brands) contribute to patrimonialization, a phenomenon representing “a subtle interplay between the local context and the demands of a [glocal] society for products that belong to a local rural culture” ([14], p. 103). Patrimonialization of terroir products and support for local producers appear to provide a pertinent response, not only for addressing the cultural added value of terroir products and the collective territorial value for “consum’actors”,
but also for commercial and marketing strategies of economic actors at the local level, from producers to FRCs. The imperative for food security and the image associated with “terroir expression”, as expressed by consumers, along with expectations for sustainability, commitment, and responsibility, compel FRCs through their TPL brands to enhance their reputations, territorial legitimacy [8], and ethical stance by supporting local producers and safeguarding cultural food heritage.

“Local” and “foreign” consumers, however, exhibit different behaviors toward the product (knowledgeable/non-knowledgeable). The notion of familiarity is contingent upon prior knowledge of terroir products while noting that these products serve as an ethnological and cultural translation of heritage products, straightforwardly justifying the identity-driven enthusiasm demonstrated by consumers who are not “local” [15].

# 4. From purchase motivations to mobilizing the key concept of perceived authenticity

After discussing the various motivations behind the purchase of terroir products, this section explains the key concepts governing them. It first examines the central role of authenticity and then moves on to the roles of proximity and trustworthiness. Subsequently, it presents the notions of proximity and trustworthiness as catalysts for perceived authenticity. Finally, it investigates the influence of authenticity on motivations for purchasing terroir products.

## 4.1 Enhancing proximity and trustworthiness

As already mentioned, the post-modern consumer maintains strong expectations regarding quality and authenticity. For terroir products to meet these expectations, it is essential to develop proximity with the consumer and foster trust through the terroir offers. This section explores how the values conveyed by TPL brands can foster these two factors. Lastly, it examines to what extent connections can be established between the TPL offering and the consumer.

Examining purchase motivations reveals that some are symbolic, particularly tied to the identity-related proximity expressed toward a terroir brand. This represents a prevalent concept in marketing literature and corporate discourse [16, 17]. In the literal sense, proximity is defined in terms of spatial closeness; metaphorically, it corresponds to a form of affinity and close relationship with the relevant territory [18]. This affinity-based proximity signifies shared values, beliefs, norms, or habits. Within the literature on terroir products, two types of proximity are poised to play a role in the relationship between these products and the consumer: identity-related proximity and cognitive proximity. Identity-related proximity pertains to the sharing of values and norms regarding methods of production and consumption. Cognitive proximity is founded on the level of knowledge about production methods, product transformation, and sharing a common base of skills and expertise [19, 20].

Proximity interacts with other key variables in the product–consumer relationship. It promotes the development of trust in the targeted offering. Trust has been presented in consumer behavior as a three-dimensional concept [21], encompassing credibility, which pertains to the brand’s ability to fulfill the terms of exchange and meet consumer needs; integrity, which corresponds to the honesty of the brand’s communication and its values; and benevolence, which indicates that the brand is customer-centric and considers its customers’ interests. The literature cites trust as
<figure><img src="image_4.png" /><figcaption>**Figure 1.**
Proximity, trust, and authenticity as predictors of functional, hedonic, and symbolic motivations.</figcaption></figure>

one of the determinants of brand engagement and loyalty. The terroir brand must therefore earn the consumer's trust. To achieve this, terroir brands must be as transparent as possible about their offerings.

## 4.2 The role of perceived authenticity and purchase motivations for terroir products and TPL brands

Unlike previous generations of private labels, TPL brands include experiential or symbolic motivations in their purchase or consumption. As noted above, TPL brands draw from the same foundations as terroir products (territorial anchoring, know-how, tradition, authenticity, specific flavors and aromas, and valorization of heritage and territories). They stand out due to their cultural (local expertise) and symbolic (manner of being) dimensions [2]. Thus, perceived authenticity can be a source of functional, hedonic, and symbolic motivations for purchasing terroir products or TPL brands.

Functionally, authenticity corresponds to the origin of raw materials and local expertise. Concerning hedonic motivations, emphasis is placed on sensory and organoleptic qualities. Lastly, from a symbolic perspective, authenticity guarantees regional origin and heritage, culinary preservation, and intergenerational transmission. Hence, a framework can be proposed for a better understanding of the variables of the perception of the terroir product (Figure 1).

The next section explores how retailers can apply this reference framework to their products.

# 5. Terroir private labels: retailers' new offerings to reinvent traditional agri-food models

## 5.1 Risks of standardization and loss of unique characteristics

Conventional agri-food models reflect an observed reality [22]. They refer to a “global food system, where relations between producers and consumers are distant, anonymous, and profit-driven” ([23], pp. 204–205). This model is characterized by downstream actor concentration, intensification of agricultural systems [24], and a tendency toward mass standardization of food products to meet the demands of large distribution chains. In the face of this waning yet dominant conventional model (food losses, public health, societal issues), the burgeoning terroir product market offers an alternative to the industrialization of the food system market, along with a strategic high-end product segment contrasting standardized products [23].
Since the creation of the first TPLs in the mid-1990s (Reflets de France created by Promodès and acquired by Carrefour in 2000) and more prominently from 2006 onwards, primary FRCs have formed partnerships with local producers and SMEs to expand the assortment of terroir products on their shelves [25], thus contributing to their democratization [26]. The dominant model of FRCs for over 50 years has been defined by mass distribution—linking mass production to mass consumption [27]. Despite this, the strategic choice to offer terroir products through their TPL brands (each retail chain creating its brand: Reflets de France for Carrefour, Nos Régions Ont du Talent for Leclerc, Saveurs de nos Régions for Lidl, etc.) can be seen as an alternative strategy and a means of differentiation. The functioning of large-scale retail, however, is based on supply chains that must ensure volume and price. The risk of standardization and the loss of unique characteristics of these products is accurate. While many retailers have committed to offering traditional quality products with authentic flavors (taste and authenticity being proclaimed values), the costly logistics due to low volumes and insufficient turnover lead them to remove these products from the shelves. The PDO/PGI represents a significant qualification source for terroir products, with stringent requirements and production conditions. TPL brands adopt these specifications, some even enhancing them (e.g., L'Ossau-Iraty sheep cheese is aged for 5 months instead of four, and fermented forages are prohibited for the TPL brand Reflets de France). The retailer thereby takes on a role like that of the National Institute of Origin and Quality by imposing different rules than those of PDO (collective rules initiated by producers and processors). This grants them the ability to modify production conditions for the appellation, risking the diversion of the authenticity and uniqueness values inherent to such products and, ultimately, risking standardization or even production relocation, like how large agri-food corporations infiltrate PDO/PGI networks. This is especially true as attempts to standardize lifestyles and tastes aggregate with the standardization issue, forming the triad of mass production-distribution-consumption.

## 5.2 The role of retail systems in terroir brand creation

According to consumers, TPLs blend traditional craftsmanship, superior quality, product authenticity, terroir, local elements, and a sense of attachment and embeddedness. The retailer's ability to anchor itself in the territory by highlighting these products and demonstrating its capability to forge equitable socio-economic and cultural ties with territorial partners while co-writing the “land’s” history reinforces its territorial legitimacy [28–30]. Indeed, social relationships essential for interactions lend credibility to the retailer in its exchanges with stakeholders and ultimately contribute to constructing territorial legitimacy, representing the retailer’s capacity to be and act through its TPL brands [31]. Retailers must show that they remain in service of the territorial group and fulfill their responsibilities [32]. Nevertheless, are they truly engaged on the ground, transparent enough, and responsive to consumers?

Meeting the demands for terroir consumption corresponds to a fundamental societal trend (short channels), artisanal production (traditional craftsmanship and authenticity), and local distribution (proximity), all with maximum transparency in production-transformation processes and distribution chains. Terroir products, however, are often seen as localized rather than strictly local, given that distribution and consumption differ from the production location [33]. FRCs strive to meet this demand by creating own-brand terroir lines and promoting terroir products (TPLs such as Reflets de France or other Carrefour labels such as Produits d'ici, which reflects
their commitment to local production for over 30 years, or Le Meilleur d'ici, Casino's
local products launched in 2011). Many engage in territorial anchoring processes
and aim to make their actions more visible through enhanced communication. The
referencing of terroir products by large-scale retail represents an encouraging source
for producers and other local stakeholders. It could drive changes in market flows and
simultaneously improve market readiness logistics in terms of platforms, transformation units, counters, and transportation means [34]. By demanding the use of traditional recipes prepared in their original territories with local producers' traditional know-how, ensuring quality (suppliers meeting rigorous specifications combining quality and authenticity), and vastly expanding distribution, TPL brands have provided an opportunity for local producers and regional SMEs to introduce their products beyond their usual consumer base. This push encourages the creation of terroir brands or initiatives. The risk of missteps, however, is evident in the choice of ranges based on image criteria (e.g., Le Carré du Pays Breton cheese, despite Brittany not having a cheese tradition), pricing (hygiene quality over taste, low prices contradicting fair pricing for scarcity and quality, logistics and promotion burden on suppliers, producers' financial precarity—high volume and low price), and so on. Alternatives are emerging, and local producers, regional SMEs, and FRCs must show innovation in their relationships to collaborate and respond to stakeholders' concerns, especially consumers' demands for food sustainability. Paddeu [35] takes territorial cooperation even further by advocating for alliances between humans and non-humans, contributing to the reinvention of local eating as the sharing of a common territory, where alliances between human and non-human collectives make good political sense [36], offering a genuine connection with the territory and its products in a responsible and committed manner. In this sense, terroir becomes an effective lever for action.

Being perceived as responsible and committed is the objective of FRCs through,
among other avenues, their referencing of terroir products and/or territorial products.
They invest heavily in communicating their CSR commitments (Aldi, Système U), for
example, by offering responsible TPL brands; implementing sustainable development
awareness initiatives (for consumers and employees); improving the environmental
impact of their facilities, stores, and TPL brands; and optimizing their supply chains
(barges for deliveries in the Paris region by Franprix, local sourcing for Système U).
Consumers believe that TPL brands positively influence the retailer's CSR image,
allowing them to build a responsible and committed image [37].

In regard to retailers' challenges in highlighting their TPL brands, the next sec-
tion focuses on alternative channel practices. It shows to what extent retailers could
benchmark certain practices to promote the authenticity of TPL brand offerings.

**6. Preserving authenticity: promoting local initiatives**

First, this section examines how these alternative food networks promote their
offerings' authenticity. Then, it explores the key competencies that businesses must
develop, ending with the crucial question of supply chains for terroir products.

**6.1 Alternative food networks and their role in preserving authenticity**

Terroir products allow consumers to move away from conventional food networks and connect with alternative food networks [23, 38]. Do these networks play a role in preserving authenticity?
Alternative food networks (Box 1) represent approaches that carry a “promise of difference” ([53], p. 9), promising alternative forms of organization within agricultural and food systems with anticipated benefits for all stakeholders. These initiatives encompass practices such as fair trade, organic agriculture, and, more prominently today, the promotion of local initiatives such as short supply chains and producer markets [38]. In other words, they highlight terroir products—artisanal, local, or localized, imbued with authenticity, proximity, naturalness, moral economy, and well-being. To meet the social demand for local food supply, national ([54–56]; Climate and Resilience laws, etc.) and local policies have fostered the emergence of territorial food projects (PAT) and the development of territorial food systems (SAT, [42]). They have thus contributed to the growth of alternative food networks. These policies and initiatives require the involvement of a wide range of actors [57] and entail applying a neo-institutional perspective [58, 59], notably by animating the territorial organizational field and engaging all actors. These initiatives are numerous and encompass the entire supply chain, from production and manufacturing to consumption through commercialization and distribution.

Alternative food networks push for local products, including terroir products bearing official signs of quality and origin. To ensure the authenticity of terroir products, CDO and PDO regulations impose constraints and obligations on producers and manufacturers, such as localization (identifying the terroir, allowing terroir expression)

Alternative pathways to traditional retail: Biocoop (with over 800 locations in France), cooperative producer stores creating their supermarkets, online stores (e.g., Rue des Producteurs), direct sales at producer markets, on production sites, etc.

Localized agri-food systems (c), a concept defined by Muchnik and Sautier [39] as the organization of products or services associated with a specific territory, constitute one of the organizational forms in which the territorial anchoring of products is a fundamental element. This concept allows for a fine-grained analysis of the transition from terroir to territory [40] through the understanding of territorial qualification processes for products, including the construction, appropriation, and collective management of local resources by local actors, as well as their organizational and institutional arrangements [41].

Localized agri-food systems or territorialized agri-food systems combine three concepts: territory, agri-food supply chain, and resilience [42]. While the SAL concept has shed light on the gradual construction of territorial anchoring over time, the more recent SAT concept encompasses various alternative food systems, including all local actors in production, transformation, and distribution chains, as well as technical advice, territorial or territorialized public policies, consumers, and civil society ([43], p. 139). SATs effectively encompass different mechanisms and networks linking production, commercial distribution, and consumption, whether involving short or long supply chains.

Territorial food projects (PAT, mandated by law in 2014), aiming to connect local production and local consumption, were revitalized by France's revival plan in 2020. Their main objectives are to ensure food autonomy and security, boost the local economy, and contribute to reducing the impact of human activities on the climate. They focus on reorganizing food production and distribution chains.

City-region food systems seek to bring food closer to urban regions by relocating agriculture around urban centers [44].

Emerging smart urban food systems consider experimental projects in urban agriculture and local industrial symbiosis as factors of resilience against climate change and natural and health-related risks [45].

Local product supply platforms, known as food hubs in English-speaking countries [46], have the primary goal of aggregating and distributing products from multiple local producers, thereby addressing the demand for larger volumes by pooling resources and matching supply and demand [47]. Two-hundred and ten platforms were identified in the United States in 2018 [48], with a similar sstrend observed in France since the 2010s [49]. There are different types of platforms: digital platforms such as the national Agrilocal platform; private platforms driven by entrepreneurial initiatives; and collective platforms involving various actors [50–52], mainly created and supported by public or agricultural organizations such as Chambers of Agriculture and producer associations [49].

<caption>**Box 1.**
*Examples of alternative food network initiatives and supply platforms: Their role in preserving authenticity and corporate social responsibility.*</caption>
and implementing practices based on collective know-how akin to local culture [60]. Both terroir and its effects (terroir quality) and authenticity still need to be clarified [60, 61] and defined. The skills of producers and manufacturers have led to the evolution of CDO and PDO regulations, notably through the introduction of sensory evaluations judging the product's authenticity ([60], p. 2) and allowing for qualification. Authenticity remains an essential yet multifaceted concept. It results from an experience (interaction) between the heritage food item and the customer (consumer), and the cognitive and emotional reflection of the latter must always be associated with the moment, place, and interactions with people present [62]. Alternative networks combat excessive technical sophistication or the pursuit of qualitative characteristics that would overshadow terroir expression—products that would become mere artifacts. This struggle is ongoing, and alternative food networks help to strip artifice from practices or eliminate permitted ones that do not directly aim for terroir expression without regressing. Authenticity remains a collective construct within territorial actor systems [63]. It would therefore seem appropriate to consider the participation of the responsible and engaged citizen-consumer within authenticity-qualifying collectives. Alternative food networks could enable this through their organizational structure.

## 6.2 Skills to be deployed by retail chains

It becomes necessary to initiate and expand the group of informed individuals through information and marketing campaigns that employ concrete and practical actions combining proximity and innovation. Examples of such actions include innovations in production, supply, and distribution, such as QR codes providing reliable information about terroir products (e.g., origin, tradition, typicity, authenticity, local know-how, and traditional recipes) and promoting taste and biodiversity. Similar to the Slow Food movement, which highlights the special relationship between local products and authentic taste, this is seen as particularly beneficial due to the weight of strict European norms and regulations that constrain small local producers and affect actors at the end of the supply chain.

As seen, the question of cultural food heritage involves knowledge and moral values that range from tradition (local know-how and culture) to sustainability, with

The example of Carrefour in Auvergne (A central region of France, in the heart of the Massif Central) (a cheese-producing region for 2 “blue” PDOs [22].

The implementation of a tripartite partnership with a local raw milk cheese cooperative (a medium-sized independent cooperative contributing to the sustainable development of the region), which obtains its supplies from producers whose forage systems are based solely on grass and dry fodder (AOP “blues” specifications), and the retailer Carrefour, not only shortens the supply chain but also respects traditional knowledge and practices. Over and above the special relationship between the cooperative and the producers, the cooperative has innovated by reorganizing the daily milk collection, setting up a rigorous system to ensure the traceability of milk and cheese produced entirely from hay, and investing in unloading and storage facilities to prevent any mixing with other types of milk. On a local scale, this has led to a reappropriation of traditional practices (abandoning silage) and innovations such as barn-drying techniques. In this hybridization process—hybridization is based on bringing together players with different scales of action around values associated with territorialization and the mobilization of territorial resources in a common economic interest, according to a mode of coordination that articulates formal and informal mechanisms [22]—the distributor, who assumes the role of steering the agri-chain, participates with the other players in the territorial qualification of products [65] by recognizing traditional practices while encouraging the introduction of technical advances that respect sustainability. These actions are accompanied by organizational and technical innovations that affect the actors involved in the process and impact the territorial network concerned and fine on the territory while safeguarding tradition and authenticity.

**Box 2.**

Respect for tradition, authenticity, and short supply chains: The example of Carrefour in Auvergne.
quality being a dominant aspect. The parameters of cultural heritage and authenticity seem crucial in legitimizing terroir products' assertion within contemporary perspectives. Consequently, it is necessary to develop critical skills in the market of terroir products, especially for TPLs, such as the ability to monitor the market and respect unique terroir production processes, the capacity to market and distribute high-end products, and ultimately the ability to engage in territorial partnerships. In other words, a distributor of TPLs must "mobilize and [...] combine dynamic managerial skills and local cognitive skills" ([64], p. 12) to succeed in respecting traditional knowledge and practices, preserving this cultural food heritage, and supporting local producers. The example of Carrefour in Auvergne, a cheese-producing region for two "blue" PDOs (Box 2), is particularly enlightening and inspiring [22].

### 6.3 The question of supply chains

Terroir product supply platforms and producer markets have been increasingly capturing the attention of stakeholders and public decision-makers. Does this suffice to scale alternative production-commercialization-distribution systems or even promote terroir offerings?

The dynamics surrounding alternative food networks and the promotion of local initiatives that aim to preserve authenticity (the terroir effect) have been addressed in the scientific literature in recent years through the concept of alternative agri-food systems, known as “S3A” [66]. These systems enable the valorizing of high-quality local products through farmers’ markets and collective brands, ultimately preserving peasant, artisanal, and authentic agriculture. These systems and markets have grown, driven by consumers seeking more guarantees regarding authenticity, proximity, direct connections with producers, and values related to sustainable development and ethics. This demand is spurred by so-called alternative professional organizations (in opposition to the monopoly exercised by the Ministry of Agriculture and Chambers of Commerce) aiming to promote specific production-commercialization-distribution modes that guarantee specific quality, authenticity, and environmental protection. Their collective nature has facilitated the emergence of localized and/or territorialized food systems.

The concept of smart urban food systems focuses on experimental projects in urban agriculture and local industrial symbiosis, which are considered resilient against climate change and natural and health-related risks [45].

Local product supply platforms, known as food hubs in Anglo-Saxon countries [46], have the primary goal of aggregating and distributing products from multiple local producers, thereby addressing the demand for larger volumes by pooling resources and matching supply and demand [67]. Two-hundred and ten platforms were identified in the United States in 2018 [48], with a similar trend observed in France since the 2010s [49]. There are different types of platforms: digital platforms such as the national Agrilocal platform; private platforms driven by entrepreneurial initiatives; and collective platforms involving various actors [50–52], mainly created and supported by public or agricultural organizations such as Chambers of Agriculture and producer associations (Figure 2) [49].

The findings of Saidi et al. [68] demonstrate that in the case of short supply chains, if local actors and decision-makers can “influence the territorial performance of sustainability, particularly through co-construction with actors in policies to relocate food systems”, by structuring local markets, controlling food safety standards, adopting a traceability system, raising awareness, and providing training in local and sustainable food supply practices, we can then hypothesize, similar to other
<figure><img src="image_5.png" /><figcaption>**Figure 2.**
*Short supply chains for terroir and sustainability brands.* Source: Saidi et al. ([68], p. 4).</figcaption></figure>

studies [69–71], highlighting the growing interest of producers, consumers, distributors, public authorities, and the local community in more sustainable supply practices within shorter chains. In this scenario, the result of this collaboration and territorial cooperation would be conducive to developing terroir brands.

# 7. Empowering authenticity and sustainability: strategic recommendations for retailers to enhance terroir private labels

While FRCs are involved in CSR, can they offer authentic and sustainable TPLs? After discussing the initiatives for environmental sustainability and sustainable practices, this section shows how FRCs, through their TPLs, could participate in local community development, promote social responsibility, and ultimately offer TPLs that combine authenticity and sustainability.

## 7.1 Respect for traditional knowledge and practices

Enhancing the value of terroir heritage means preserving the knowledge accumulated over generations and reconnecting with the post-modern consumer. This requires re-establishing a closer relationship between producers, distributors, and consumers and anchoring food in social and territorial contexts. To achieve this, it is essential to develop short supply chains, thereby relocating certain components of the supply chain and fostering direct relationships with local producers [65]. This coordination is regarded as a method of good governance when it prioritizes “heritage authenticity” objectives and emphasizes traditional, non-conventional models rather than purely commercial considerations [22, 72]. Such an approach is in line with evolving consumer expectations of food quality: emphasis on health, organoleptic attributes, environmental responsibility, and shared experiences [28].

The case of Carrefour in Auvergne, a region known for the production of two “blue” PDOs, provides an insightful and inspiring example [22]. Carrefour respects
traditional knowledge and practices by establishing a tripartite partnership with
a local cooperative that produces raw milk cheeses sourced from producers using
grass- and forage-based feeding systems (in accordance with the “blue” CDO
specifications). By investing in measures to ensure the traceability and purity of
the milk and cheese, such as separate unloading and storage facilities to prevent
contamination, this cooperative has contributed to the renaissance of traditional
practices such as hay drying and the abandonment of silage. As a distributor,
Carrefour takes on the role of steering the agricultural chain and participates in the
territorial qualification of the product [65]. The distributor recognizes and encour-
ages traditional practices while promoting technological advances that prioritize
sustainability.

## 7.2 Integrating environmental sustainability into production processes

Sustainable food consumption revolves around terroir and local products that have excellent nutritional, organoleptic, and cultural qualities. These products are locally sourced, ensuring traceability, traditional know-how, and respect for seasonal components. The availability of such foods is balanced, avoiding excesses while ensuring food security [42] and integrating sustainability principles. Terroir food production is characterized by its proximity to the ecosphere, which promotes the diversification of agricultural production and fosters linkages between the plant, animal, and forest sectors (agroecology). This inherent resilience makes terroir production adaptive to climate change and ecosystem degradation [42].

Environmental sustainability also comes into play through supply chain exchanges, which are facilitated by close links between agricultural production, local processing units for agricultural commodities, and nearby grocery stores. Distributors achieve this proximity by redirecting the food supply toward a diverse local supply with easily verifiable quality and known origins for the final product and its ingredients. Such an approach enables a comprehensive assessment of sustainability levels in production, processing, and distribution processes.

The solution may lie in networked supply chains that link small-scale agriculture, which respects traditional know-how, with local agri-food very-small enterprises and SMEs that add value to these agricultural products. By using short distribution channels within a defined territorial scope, these supply chains promote the equitable sharing of value added while optimizing human and natural resources. Partnership-based governance is an integral part of this approach, in line with territorialized food systems [42, 73].

## 7.3 Striking a balance between standardization and the preservation of terroir characteristics

Numerous authors studying food systems (as indicated in **Table 1**) juxtapose
those founded on a dominant agro-industrial model (conventional model character-
ized by mass production, mass distribution, and mass consumption) with others
that embrace alternative paradigms (such as peasant agriculture, artisanal markets,
and local circuits) [74]. These systems coexist alongside other models (e.g., organic
agriculture, fair trade) to the extent that they undergo diverse forms of hybridiza-
tion (e.g., surging demand prompts the need for significant volumes, transforming
production into an eco-alternative, artisanal, or networked bio-system, contrasting
with conventional, industrial bio-systems).
<table><caption>**Table 1.**
*Attributes of conventional versus alternative food systems.*</caption><thead><tr><td>Conventional</td><td>Alternative</td></tr></thead><tbody><tr><td>Industrial, processed</td><td>Handcrafted, natural</td></tr><tr><td>Standardized, homogenized</td><td>Diversified, specific</td></tr><tr><td>Large</td><td>Small</td></tr><tr><td>Intensive</td><td>Extensive</td></tr><tr><td>Quantities, prices</td><td>Qualities, uniqueness</td></tr><tr><td>Market economy, profit</td><td>Moral economy, well-being</td></tr><tr><td>Multinational firms</td><td>Communities</td></tr><tr><td>Distance</td><td>Proximity</td></tr></tbody><tfoot><tr><td colspan="2">Adapted from Le Velly [53].</td></tr></tfoot></table>

## 8. Conclusion

This chapter has focused on terroir products offered by retail chains and emphasized the central role of authenticity in ensuring the success of TPLs. The main objective was to explore and preserve authenticity in the context of TPLs developed and marketed by retail chains. The chapter examined the elements that contribute to preserving TPL brands' distinctive sensory experiences and origins, even amid the challenges of integrating into the large retail chains sector. It highlighted how, in response to evolving consumer expectations, TPLs have succeeded in establishing themselves as significant offerings in the retail landscape. In the twenty-first century, consumers increasingly seek more than just products; they yearn for authentic, high-quality offerings with traceable origins. These private labels generate emotional connections that foster brand loyalty and consumer trust by emphasizing the specific characteristics and stories behind the terroir.

Despite the challenges posed by integration into distribution chains, such as the risks of standardization and loss of uniqueness, this chapter has suggested solutions to overcome these obstacles. Retail chains can facilitate authenticity by supporting local initiatives, alternative food networks, and short supply chains. By creating an environment that fosters genuine links between consumers, producers, and products, retail chains can preserve the distinctiveness of TPLs while staying responsive to dynamic market demands. Beyond their commercial dimension, TPLs carry significant social value, supporting local producers and preserving cultural heritage and the environment. This exploration has underscored the importance of integrating sustainability and responsible production practices into the brand's core values. Brands that prioritize social responsibility and environmental sensitivity enhance their authenticity and align with post-modern consumers' values.

Effective communication of authenticity is critical to the success of local private labels. Retail chains can build lasting relationships with their core audiences by emphasizing proximity, reliability, and transparency. Using storytelling as a communication tool, brands can educate consumers about the unique characteristics of their products and the social impact of supporting local initiatives, fostering deeper emotional connections. This chapter has emphasized the significance of respecting traditional knowledge, striking a delicate balance between standardization and terroir
characteristics, and actively integrating social and environmental responsibility into production processes. This comprehensive exploration from terroir to retail chains has underscored the central role of authenticity in securing the success of private-label brands. The research question focused on preserving authenticity in the context of TPLs promoted by retail chains, which led to the identification of the critical elements that contribute to the protection of the unique sensory experiences and origins of products, despite the challenges of integration into the large retail chains.

**Author details**

Samy Belaid¹,²*, René-Pierre Beylier³ and Jérôme Lacoeuilhe⁴

1 EM Normandie Business School and Métis Lab, Paris, France

2 Member of the Thematic Interest Group, AFM: "Distribution in Emerging Countries"

3 University of Montpellier (MOMA) and MRM Laboratory, Montpellier, France

4 IRG - UPEC, Creteil, France

*Address all correspondence to: sbelaid@em-normandie.fr

**IntechOpen**

© 2024 The Author(s). Licensee IntechOpen. This chapter is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. [cc BY](https://creativecommons.org/licenses/by/4.0/)
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