Journal of Security and Sustainability Issues

This paper aims to describe and analyse the innovations in the promotion of home-produced products in the market in Latvia. To do this, the authors have carried out a survey of 50 home producers that makes up a 4.5% of home producers and reviewed research studies about marketing strategies of small farmers and home producers. The obtained results reveal that the most important factor in the marketing of home-produced products is the quality and taste of the products. It can be noticed that the market requires not a combination of traditional and often cultural heritage technologies in the development of the product itself, but an open mind and innovative approaches in the marketing and promotion of products in the market. The authors also conclude mainly the products are sold directly to the end user and therefore the communication with the client and mutual cooperation are highly significant.