Proceedings of the 20 th International Ethnological Food Research Conference, Department of Folklore and Ethnology, Institute of Ethnology and Cultural Anthropology, University of Łodź, Poland, 3–6 September 2014
Edited By Violetta Krawczyk-Wasilewska and Patricia Lysaght
A Local Food Product and the Ethno-Future: The Online Case of Polish Mountaineers’ Regional Cheese “Oscypek”: Anna Mlekodaj
A Local Food Product and the Ethno-Future: The Online Case of Polish Mountaineers’ Regional Cheese “Oscypek”
One of the symptoms of post modernity is the occurrence of basic change in the cultures of small communities which seek to preserve their distinctive lifestyles. Cultural co-existence, which has hitherto been a dynamic part of local communities, is being replaced by competition connected with a fight for survival. It appears that only those cultures, which show skill in finding their place in the reality of modern marketing, will be able to survive and be successful in the future. The launch of products with ethnic originality in the market place enables people who cultivate traditional professions connected with these goods to earn their living from this kind of entrepreneurship. However, this is only possible in the case of products which have managed to gain a brand. Guaranteed quality and, in case of food, compliance with an original recipe, have significant influence on the economic success of a particular product. A trademark accompanied by relevant procedures, including legal ones, is the main criterion for distinguishing valuable original products from various kinds of imitations or inventions which are non-genuine in nature and which are not protected by trademark legislation. A brand safeguards the essence of tradition in a product and it also limits general freedom of production to those who have legally secured the trademark. In order to produce traditional goods, representatives of a particular culture have to gain the...
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