Improving Urban Food Markets as a Local Sustainable Meeting Point

Abstract

Urban food markets are considered as catalyzers of regional development and central places for promoting sustainability through the short cycles between the farm and the plate. This paper aims to identify mechanisms for improving the performance of an urban food market, con- sidering an extended internal and external analysis. This includes competitive pressure and op- portunities and their specific constraints on maximizing its relations with the region's inhabitants and simultaneously promoting the local economy and sustainable behaviors and policies in the community. This is a case study carried out using a qualitative approach with different key play- ers from one of the most important fish markets in the world – Mercado do Livramento in Setúbal (Portugal). The conclusions reinforce the need to preserve its authenticity, through the attraction, satisfaction, and improvement of loyalty rates of local customers, while also reaching a different public and increasing its regional, national, and international attractiveness. To a large extent, this action will involve investing in improving the value proposition of merchants and promoting exclusive experiences, focused on products and people, which is in line with the goals of sustain- able development.