PROMOTING TRADITIONAL FOOD PRODUCTS AS HEALTHY DIET PRODUCTS

摘要

The aim of this paper is to propose a brief introspection in the literature review in an attempt to highlight the peculiarities of traditional foodstuffs that enable them to be promoted as the primary food for a healthy diet. The trend of healthy eating is gaining ground not only for experts and researchers, but also for consumers on a daily basis. Traditional foodstuffs are brought back into the consumers’ attention in a market full of highly-processed foodstuffs. Marketing specialists noticed the link between the two concepts and they elaborated promotional strategies for traditional foodstuffs, having the ‘healthy diet’ as insight. Throughout the paper we will present theoretical considerations such as the concept of ‘traditional food product’, ‘promotion’, and ‘healthy diet’ from a marketing perspective followed by several examples of traditional food products perceived as healthy, and lastly, we will highlight the benefits of promoting a healthy diet by consuming traditional food products.