The brand “Aiaraldea Fairs and Markets” is a project that the Group of Ayala has recently launched. Many agricultural and craft fairs are held in the region, but with its location in the same logo it is intended to give strength and visibility to the initiatives: “The aim is to make our trade fairs known and to make producers, livestock farmers and artisans of the area visible,” said the president of the Group of Ayala, Maider Basterra, in an interview at Radio Vitoria.

Investigation of fairs in the region

Many baserritarras, producers and artisans of the region worked in the search for new projects and roads, forced to do so because of the difficult situation they lived. Seeing that the Cuadrilla de Ayala also had something to do, he decided to undertake an investigation with the subsidy of the Provincial Council of Álava: he dedicated himself to analyzing the markets and fairs of the villages to identify and turn around the deficiencies. “We had the need to do this study from the primary sector and from the artisans: not only were tourists sought, but new formulas were also sought to attract local consumers,” Basterra explained. The SWOT analysis –weaknesses, threats, strengths and potentialities– has been carried out in the research, and one of the most relevant conclusions has been the need to differentiate the markets and markets of the region.

They have created a brand and a logo to differentiate

As explained in a press release, the study shows that buyers are no longer satisfied with the quality of the products, but that tools are needed to differentiate and differentiate them. “In a world that goes towards a low cost culture you cannot compete in price. The only option is to make a difference,” they note in the document. The president of the Crew believes that the brand not only serves to differentiate, but also so that consumers can locate these products.

The first step to differentiate it has been to create a brand and a logo that all users can use. La Cuadrilla has contributed to the recovery of the life of the farmhouse and to the impetus of local production through market research and the creation of the brand and logo “Aiaraldea Fairs and Markets”. In the interview, Basterra explained clearly that further steps will have to be taken from now on: “We will continue to work with the primary sector to delude people again and support these producers who are already doing a great job.”