Regional images and the promotion of speciality food and drink in the WestCountry

There is currently much interest in the potential for small producers in th e speciality food and drink industry to develop niche markers based on the regionally distinctive character of their products. One possible tool for d eveloping such mark cts lies in the use of marketing and promotional strate gies which attempt to create associations between 'regional images' and 'qu ality: This article presents some initial findings fron research into the u se of regional images to promote speciality food and drink? products within the English 'West Country': These findings suggest that, although producer s are aware of regional images, their use within marketing strategies is li mited. Furthermore, as both 'regional images' and 'quality' are subjective, contested and socially constructed, attempts to use one to promote the oth er are fraught with complexity.