‘We Are Family’—How Urban Specialty Shops Portray the Consumers of Rural Provenance Foods

The literature on food consumption and marketing has been mainly concerned with identifying the appeal of the physical and sensorial features of food products, consumer choice determinants and their profiling according to socioeconomic characteristics, and perceptions and practices. This paper takes a different approach by analyzing how consumers are being represented and engaged with in the promotion of rural provenance foods, an overlooked topic within the literature. For this purpose, a content analysis was conducted on promotional materials (printed materials—including brochures, business cards and leaflets), website publications and social media (Facebook and Instagram) posts issued by 30 specialty shops located in three Portuguese cities (Aveiro, Lisbon and Porto). A total of 7491 files were analyzed. Empirical evidence shows that consumers are mainly portrayed through references to their symbolic features or as elements of a connection established and nurtured by the shops. Sociodemographic features lack relevance in opposition to the relevance attributed to the interaction between the shops and the consumers. All in all, the analysis highlights the significance of the interaction between the shops and the consumers in the promotion of products, fostering close and familiar relationships attentive to consumer preferences, emotions and values.