Perceptions of European Gatekeepers towards Thai Fruit and Coffee Products with EU Geographical Indication

This study is aimed at exploring perceptions of European gatekeepers towards renowned Thai fruit and coffee products protected by geographical indication (GI) and factors influencing purchasing decision of gatekeepers towards food products imported from Thailand. Sixteen qualitative interviews with distribution channel gatekeepers were administered in Austria, Italy and Switzerland in 2010. The interviewees are food distribution practitioners and experts and are key informants for imported fruits and coffee in Europe and they were asked for an opinion about recognition of Thai GIs in the EU system. Content analysis and concept mapping were used to analyze data. Results show that Thai GIs products might be interesting for European gatekeepers, but the GI attribute alone might not be sufficient to ensure the product is successful. Support of consistent information and promotion campaigns and fulfillment of other gatekeepers’ requirements of both products and suppliers are also necessary. Eight major factors have been identified, which influence European gatekeepers’ decision to purchase imported food products: quality, price, food safety, environmental aspects, social aspects, business relationship, consumer awareness and preference, and competitors. Results are useful to develop appropriate managerial marketing strategies to introduce these GI products into the EU market.