Regional images and the promotion of speciality food and drink in the West Country

There is currently much interest in the potential for small producers in the speciality food and drinks industry to develop niche markets based on the regionally distinctive character of their products. One possible tool for developing such markets lies in the use of marketing and promotional strategies which attempt to create associations between 'regional images' and 'quality'. This article presents some initial findings from research into the use of regional images to promote speciality food and drink products within the English 'West Country'. These findings suggest that, although producers are aware of regional images, their use within marketing strategies is limited. Furthermore, as both 'regional images' and 'quality' are subjective, contested and socially constructed, attempts to use one to promote the other are fraught with complexity.