British consumer perspectives on terroir in cheese

Abstract

Purpose

This paper reports on a project looking at consumer perceptions of terroir in the UK, using cheese as a stimulus for the data collection.

Design/methodology/approach

Data collection was based on a consumer survey using a discrete choice experiment which included a number of cues to, and stories about, terroir. Analysis of preferences produced three latent classes with varying attitudes towards terroir cues for cheese. There was also an open-ended question giving rise to a qualitative analysis of respondents understanding of the work “terroir”.

Findings

When faced with the terroir cues most used some positively to make their choices. A PDO label and stories about the production region and method and business structure all generally offered positive utility.

Originality/value

Terroir is a widely used term in the marketing of (especially) wine, particularly in Europe, offering a form of authenticity and has been very important in policies to sustain the economies of otherwise declining rural areas. It has been adopted by producers in the English-speaking world but is less widely recognised, by consumers. The significance of this study is that it is the first large-scale survey of British consumer perceptions around a key tool for rural businesses – terroir – and one of the first around a non-wine product, and it explores the stories which resonate most effectively with consumers.

Citation

Charters, S. and Agnoli, L. (2024), "British consumer perspectives on terroir in cheese", British Food Journal, Vol. 126 No. 10, pp. 3699-3717. https://doi.org/10.1108/BFJ-05-2024-0446