Proximity with the local environment: A success key factor for the label “Bar de ligne de la Pointe de Bretagneˮ

Résumé 0

The evolution of fisheries resources depends on how fishing firms are managed. The French non-profit association “Ligneurs de la Pointe de Bretagneˮ is developing a management innovation which is effective in fighting the decline of the sea bass stock. Line fishers have more respectful environmental practices. They created a quality label for their fish to differentiate them from other suppliers and promote their product lines. In a highly competitive environment, line fishers face economic difficulties, which may tend to focus studies on economic aspects. But operational solutions may appear by broadening this point of view. The multidisciplinary analysis we implemented proves relevant in that it helps to understand the success of the label, including as regards economic issues. This involved investigating thoroughly the local geographical, professional and identity facets. The case study of this association shows that by using a label members develop and consolidate interactive relationships among themselves and with the local area, which are a key success factor. The results are economic, social as well as environmental and, therefore, prove compatible with sustainable development. Proximity economics shows to be an appropriate analytical framework. By challenging the usually accepted individualistic logic, the associative label shows that social and territorial innovations can be a means to generate economic performance.