NWFP&;S Marketing: Lessons Learned and New Development Paths from Case Studies in Some European Countries

The paper examines key factors affecting the marketing of various types of Non-Wood Forest Products and Services (NWFP&S) through a comparative analysis of case studies in Europe, according to the main results of Working Group 3 (WG3) of the COST Action E30 ‘Economic integration of urban consumers’ demand and rural forestry production. Seventeen Italian case studies have been analysed in addition to the COST Action E30 experiences. Products and services are classified within a conceptual framework developed by the WG3 and described in detail according to three main categories: mass-produced, specialized and complementary NWFP&S. Especially this latter category can play a relevant role in improving the profitability of small and medium-scale forest-based enterprises and in maintaining competitiveness of the forest product-consumer chain in rural areas, but new marketing strategies are necessary for commercial success. Differentiation, integration and creation of networking among both private and public actors and the development of the so-called ‘territorial marketing’ are considered the most important tools for the role of complementary NWFP&S in improving the economic value of small-scale forestry in marginal areas.