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Creative Commons - BY - NC - ND

Landscape Labeling: A marketing approach to support integrated landscape management

Framework document for landscape leaders

Authors

Lee Gross, EcoAgriculture Partners
Louise Willemen, EcoAgriculture Partners

Publishers

EcoAgriculture Partners

Date

July 1, 2014

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Short Summary

Landscape labeling is a strategy that practitioners of integrated landscape management can use to market their products. EcoAgriculture Partners designed and tested a landscape labeling approach to marketing in collaboration with local partners in two locations, Lari, Kenya and Mbeya, Tanzania.

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Summary

A marketing approach

Landscape labeling is a strategy that practitioners of integrated landscape management can use to market their products. A landscape label captures and brands the social and ecological assets, growing conditions, soil, topography, and management practices of producers in a landscape. It serves as a mechanism for increasing the visibility of small producers, improving market access, and generating premium payments.

To improve landscape outcomes

Based on actor interest, EcoAgriculture Partners decided to design and test a landscape labeling approach to marketing. The approach was tested in collaboration with local partners in two locations, Lari, Kenya and Mbeya, Tanzania. The first half of this document describes our experience and lessons learned. The second half lays out an 11-step framework for developing and implementing a landscape label, and serves as a manual that guides the user through steps, options, and expected costs. Despite notable barriers, landscape labeling represents an exciting and viable approach to marketing for smallholders.

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