Ugo Abbagnano Trione – COGEA srl. Organizational models for promoting territory and Italian typical agri-food products. The consumer is expecting more quality and typical features of products.
Organizational models for promoting territory and Italian typical agri-food 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.
it is a distinctive sign or indicatorused to identify quality standards of products in relation both to its own geographical origin and to production, processing and promotion techniques.
a) identify the product labeled by other similar products;
b) certify the origin of a product;
c) promote effective communication.
it does the following:
…..however, its positive results depend on matching at least other two main aspects:
The territory is ever more considered not only as the “identity” of a product but also as the “territorybeing 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.
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.
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:
They may live up to the expectations of consumers in two ways:
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
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:
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
PDO or PGI products are compliant with the related specifications,
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”).
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’sCappone) and in Tuscany (Zolfino’s bean) Regions.
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
Economic objectives: improve the overall situation of producers, develop local facilities, promote related employment
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.
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.
anationalnetwork 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.
“Punti Campagna Amica” (the “Campagna Amica Points”)
The markets of “Campagna Amica”
Stays, sale of products, hospitality, local products.
Roads of wine and taste, tourist routes, trekking and excursions: exploring excite or relaxing experiences according to its own ideas and expectations.
Popular and village festivals, educational farms.
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, protectionof quality in terms of taste and “food education”;
promotionof projects focused on representing quality and typical features of national territories and their own historical and geographical traditions.