The results of the study on challenges and opportunities of proximity marketing circuits (PMC) in the metropolitan area were presented in a workshop at the Metropolitan Area of Barcelona (AMB). The workshop was organised in two phases: the first presented the results of the study by Institut Cerdà, the second was a round table discussion with representatives of local administrations, the primary sector, traders and consumers.
The results presented included:
• an analysis of the short marketing circuits existing in the AMB
• the challenges and opportunities of PMCs in the metropolitan area
• a proposal of different lines of action to orientate the positioning of the AMB, such as improving and expanding the information and data available on sales of local products in the AMB, greater coordination amongst agents and the use of existing synergies and platforms, the creation and development of proximity marketing structures or the increase of knowledge and accessibility by consumers about the existing offer and channels for the purchase of local products.
Those attending the workshop included councillors, staff responsible for economic or environmental promotion in municipalities of the AMB, and professionals linked to companies and organizations in the food sector.
The objective of the debate was to collect opinions, proposals and recommendations regarding the proposals for action presented, so that the AMB can develop and promote them.