online-regionalitaet

Wie wichtig ist Regionalität?


Die regionale Herkunft von Lebensmitteln ist nicht nur beim täglichen Einkauf zu einem der wichtigsten Entscheidungskriterien avanciert, sondern wird auch auf den Tellern der heimischen Gastronomie immer gefragter.
Ein Artikel von Natalie Zettl

In Zusammenarbeit mit Marketagent.com haben Gasteiner Mineralwasser, Hofbräu Kaltenhausen und das Agrarmarketing Salzburg erhoben, welche Rolle Regionalität im Bundesland Salzburg tatsächlich spielt.

Regionalität = Nachhaltigkeit?
Lebensmittel aus der Region werden von den Konsumenten unter anderem mit höherer Qualität, Nachhaltigkeit und mit kürzeren Transportwegen assoziiert. Um zu beleuchten, welche Bedeutung dieser Trend im Bundesland Salzburg einnimmt, haben Gasteiner Mineralwasser, Hofbräu Kaltenhausen und das Agrarmarketing Salzburg das Online-Marktforschungsinstitut Marketagent.com beauftragt. Befragt wurden 139 Salzburger zwischen 14 und 69 Jahren zu ihren Konsumvorlieben sowie ihren Einstellungen zu regionalen Produkten im Handel und der Gastronomie.

Günter Hinterholzer, Josef Schwaiger, Walter Scherb und Gerald Reisecker mit regionalen Produkten Foto: www.wildbild.at

Günter Hinterholzer, Josef Schwaiger, Walter Scherb und Gerald Reisecker mit regionalen Produkten
Foto: www.wildbild.at

Regionalität an vierter Stelle
Und so wurde im Zuge der Studie zunächst erhoben, welche Kriterien beim täglichen Einkauf entscheidend sind. Dabei zeigt sich: Die Salzburger legen großen Wert auf ein „gutes Preis-Leistungs-Verhältnis“ – für 59,7 % der Befragten steht dieses Merkmal an erster Stelle, gefolgt von „hoher Qualität“ an zweiter (49,6 %), dem „Tierwohl“ an dritter (44,6 %) und der regionalen Herkunft an vierter Stelle (38,8 %). Gerald Reisecker, Geschäftsführer Agrarmarketing Salzburg, merkt hierzu an: „Ob Milchprodukte, Eier, Fleisch, Honig oder Gemüse – Salzburg steht für kulinarische Vielfalt, die schmeckt. Das belegt auch ein Blick auf die Einkaufswägen der Salzburger und Salzburgerinnen.“

Was bedeutet regional?
Ein Blick auf die Studienergebnisse zeigt jedoch auch, dass der Begriff „Regionalität“ dehnbar ist und auf unterschiedliche Art und Weise verstanden werden kann. 44,6 % der Studienteilnehmer assoziieren Regionalität mit „Produkten aus der Umgebung, aus der Region, aus ihrem Bezirk“, während knapp ein Fünftel die Definition etwas weiter fasst und auch „Produkte aus Österreich“ als regional bezeichnen würde. 15,1 % wiederum gaben an, dass Regionalität für sie synonym mit kurzen Transportwegen ist
. „All jene, die in Grenzgebieten von Österreich leben, können damit also auch Erzeugnisse aus dem benachbarten Ausland meinen“, gibt Walter Scherb, Geschäftsführer von Gasteiner Mineralwasser, zu bedenken

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Kennzeichnung in Gastronomie nicht ausreichend
Ein weiteres deutliches Ergebnis: Salzburger wünschen sich mehr Transparenz bei der Kennzeichnung. 62 % der befragten Salzburger kritisierten im Zuge der Erhebung, dass in der Gastronomie „eher nicht“ (47,5 %) oder „überhaupt nicht ausreichend“ (14,4%) auf die Herkunft der verwendeten Produkte hingewiesen wird. „Es besteht ganz klar Handlungsbedarf“, hebt Gerald Reisecker, Geschäftsführer Agrarmarketing Salzburg, hervor und ergänzt: „Um den Stellenwert der regionalen Erzeugnisse in der Gastronomie zu heben, sind klare Maßnahmen, etwa in Form einer freiwilligen Herkunfts-Kennzeichnung von Hauptzutaten, gefragt.“


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