Enhancing regional produce as green products for the global market: An exploratory study in a Portuguese region

This study focuses on exploring the sustainability characteristics of the regional produce, which comes from the Beiras region of Portugal to support new differentiation claims and forecast its effect on a global mass-market. Considering a Multiple Helix approach, this study aims to examine the role and perception of local academia in relation to this new premise to enhance the dynamic and competitive positioning of such regional produce. To this end, several in-depth interviews were conducted with local researchers and decision-makers, allowing the significance and potential of the proposed green claims to be discussed. Several insights into the subject were developed and new directives were presented. Nonetheless, complementary research may still be necessary to assess the remaining multiple helix actors of the local ecosystem in order to identify and develop the most promising strategies to effectively promote local endogenous produce to a global market.