1
Ugo Abbagnano Trione – COGEA srl
Organizational models for promoting
territory and Italian typical agri-food
products
2
The consumer is expecting more quality and
typical features of products
…….. however, he is able to simply recognize the outward
appearance of products, whereas he cannot identify if a
product actually meets his own requirements. In order to
do so, the user has to rely on related certifications and
signs.
Quality sign
it is a distinctive sign or indicator used
to identify quality standards of products
in relation both to its own geographical
origin and to production, processing and
promotion techniques.
3
Market requires conformity with official
requirements of quality labels
it does the
following:
a) identify the product labeled by other similar
products;
b) certify the origin of a product;
c) promote effective communication.
…..however, its positive results depend on matching at least other
two main aspects:
d)
e)
promoting regular quality certifications,
together with the related certification of origin;
meeting the constant requirements of mass
distribution channels.
4
Provenance or origin?
The territory is ever more considered not only as the
“identity” of a product but also as the “territory being
able of certifying the quality of the product itself”
This question, as a matter of fact, clearly makes the
difference between the word “origin”, giving it the
meaning of a place certifying the quality of the product
itself as well and the word “provenance”, which simply
indicates the place of origin of a product without involving
any related particular feature.
5
Good cuisine is currently considered by
consumers as a cultural experience towards
local traditions
The real and overall value of agri-food products is thus
recognized, including different types of elements of these
products, as their own capacity of reminding a specific
geographical area to consumers, which, in turn, could also
consider the particular origin of a product as a valuable aspect
for them, not only as far as foodstuffs are concerned but for
cultural reasons as well.
The promotion of territories, traditions, handicraft
products and the quality of raw material are actually
being discovered by consumers again.
6
PDO - PGI
As a result, the European Union considered the protection
and identification of products linked to their own
geographical environment or geographical origin as
elements playing an essential role for everybody.
Therefore, two Regulations have been adopted:
 Reg. EC n° 510/2006 on the protection of
geographical indications and designations of
origin for agricultural products and foodstuffs;
 Reg. EC n° 509/2006 on agricultural products
and foodstuffs as traditional specialities
guaranteed.
7
The two types of signs (PDO and PGI) indicate
different levels of connection with a
geographical area
They may live up to the expectations of consumers in
two ways:
• firstly, because many such products possess
exceptional qualities of taste, flavor, etc…
• secondly, because the local methods used to produce
create a bond of trust between the consumer, the
product, the place where it originates and the people
living there who helps developing it
8
Current certified products in Europe: 1026
PDO 512 - PGI 478
PDO (Protected Designation of
Origin) means the name of a region, a
specific place or, in exceptional cases,
a country, used to describe an
agricultural product or a foodstuff:
originating in that region, specific
place or country, possessing quality
or characteristics which are essentially
or exclusively due to a particular
geographical environment with its
inherent natural and human factors,
and the production, processing and
preparation of which take place in the
defined geographical area.
PGI (Protected Geographical
Indication) means the name of a
region, a specific place or, in
exceptional cases, a country, used to
describe an agricultural product or a
foodstuff: originating in that region,
specific place or country, and which
possesses a specific quality or
reputation or other characteristics
attributable to that geographical
origin, and the production and/or
processing and/or preparation of
which take place in the defined
geographical area.
9
In 2007 PDO and PGI agricultural products had
an estimated wholesale value of 14.2 billion
euros.
10
The collective quality sign: “Prodotti di Puglia”
(Products from Apulia”)
The quality sign “Prodotti di Puglia” belongs to the
Apulia Region - Department of Agriculture for
protection and development of typical agri-food
products.
This mark aims at promoting Apulian agri-food
traditions and the Region itself on a national and
international basis.
A partnership among institutions, Apulian farms and
local communities:
Region – Producers – Food Processing Companies –
Professional Associations – Protection Consortia
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The above mentioned quality
sign “Prodotti di Puglia” can be
joined by all farms, even
Consortia and Organizations of
Producers, which comply to the
following:
 have the registered and operating offices in the regional
territory,
 produce Apulian traditional products,
 constantly meet the expected production requirements,
 obtained the product certification according to UNI EN ISO
45011 regulation
 sign up the Accession Convention for quality sign
 are controlled and certified by an independent accredited
company
 sign up the usage of regulation for quality signs
12
The targets of quality signs
Certify the product regional designation of origin
Certify the origin of products
Create a connection between the origin of
products and their own quality and typical
features
Promote Apulia Region traditional products
13
Quality Standards
PDO or PGI products are compliant
with the related specifications,
Quality
Standards
Organic products refer to Community
and National legislation,
The other kinds of products should
comply with a particular product
specification registered at the
related department of “Prodotti di
Puglia” (“Products of Apulia”).
14
“Slow Food”: the “Presidi” (Presidia) - 1999
The “Presidia” program was created in Italy in 1999 and
was coordinated by the “Arca del Gusto” (“Ark of Taste”), a
movement of international catalogue designed to preserve
at-risk food .
After cataloguing hundreds of products at risk of extinction
through the “Ark of Taste”, the “Slow Food” organization,
thanks to the Presidia, decided to take a step forward by
engaging concretely with the world of production, getting
to know the places, meeting the producers and promoting
their products, their work and their wisdom.
The two initial “laboratories” have been created in
Piedmont (Morozzo’s Cappone) and in Tuscany (Zolfino’s
bean) Regions.
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“International Presidia” - 2002
The attention is paid to social and environmental
aspects.
It not only aims at guaranteeing a viable future
for traditional food but it gives its own
contribution for improving the specific product
quality by offering and stabilizing production
techniques, establishing stringent production
standards and promoting local consumption
(also hanks to educational training courses and
exchanges of experiences in high-quality
organizations
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What does a “Presidium” do?
1. Looks for relevant producers, experts, institutions and
whoever could be interested in this project;
2. Identifies the production area and, together with
producers, gathers all the information necessary to
write down the related Specification.
3. Helps producers in the construction and constitution of
a professional association with its own name and
brand (a specific organization, consortium and so on).
4. Promotes the celebration of food all over the world as
a cornerstone of pleasure, culture and community, by
raising public awareness, improving access and
encouraging the enjoyment and tasting of foods that
are local, seasonal and sustainably grown.
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Presidium products were disappearing because
they were no longer profitable
Economic objectives: improve the overall situation of
producers, develop
employment
local
facilities,
promote
related
Environmental objectives: defending biodiversity, improving
the sustainability of products. Every set of production rules (the
Specification, in particular) requires producers to eliminate or
reduce chemical treatments, guarantee animal wellbeing,
defend local breeds and native vegetable varieties, use
ecological packaging and favor the use of renewable energy.
Social objectives: improve the social position of producers,
strengthen their organizational capacity
Cultural objectives: strengthening producers' cultural identity
and promoting production areas are linked to the ability of the
presidium to stimulate publications about the local area, the
creation of tourist routes and other cultural initiatives.
18
With more than 4.000 Farmer’s Market,
USA are proved to be the world leaders
The foundation “Campagna Amica (“Friendly Farm”) of
the “Coldiretti” association is promoting a specific
format all over Italy, which follows the American style
and creates an authentic and original place for meeting
producers and consumers.
the Markets of “Campagna Amica” are considered as
an enjoyable meeting-place guaranteed by producers
themselves, who directly sell their own products by
accepting a strict and severe code of ethics.
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An Italian “Food Supply Chain” which certifies
the origin and quality of products
a national network of producers direct sale
which is able to:
meeting the consumers’ expectations as far as
identity, typical features of products, food
security, greater convenience and better quality
services.
suggesting new income solutions to farmers,
thus creating better market transparency, more
competition and higher negotiation skills within
food supply chain.
20
“Campagna amica” = Direct sale
“Punti Campagna Amica” (the “Campagna Amica Points”)
• Farmer's market, business points of sale, rural
cooperatives, rural consortia, farms joining the “0 Km”
distribution channel (direct selling from farmers) and
purchasing groups: thanks to related points promoted by
“Campagna Amica”, the rural products supply is directly
available from producers to consumers.
The markets of “Campagna Amica”
• “Campagna Amica” supports markets directly managed by producers:
a lot of “Campagna Amica Points” indicate several types of products
which are offered to consumers in a single point of sale
Shopping information guide
• Food supply chain, price fluctuation, purchasing styles, origin of rural
products, respect of nature and related seasons, “0 Km” channels, no
GMO, short distribution chain.
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“Campagna amica” = Farm holidays
Rural tourism
Stays, sale of products, hospitality, local products.
Routes
Roads of wine and taste, tourist routes, trekking and
excursions: exploring excite or relaxing experiences
according to its own ideas and expectations.
Experiences
Popular and village festivals, educational farms.
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“Campagna amica” = Sustainability
promotion of territory and enhancement of natural
and cultural heritage;
application of appropriate measures aiming at
educating consumers through cultural and scientific
experiences, which are focused to local productions,
protection of quality in terms of taste and “food
education”;
promotion of projects focused on representing
quality and typical features of national territories and
their own historical and geographical traditions.
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In those farms joining the
national network of
“Campagna Amica
Points”, it is possible to
find the name plate with
related logo, the farm’s
name and its own
registration number to
the Point of Sales
National Register