Identification of potentials

1. Identification of potentials Methodology and webtool

2. Outline • General presentation of the methodology • Establishing terms of references and the large inventory, steps 1-2 • Criteria for identification and web tool, step 3-4 • Archetypes and action plan, step 5

3. What is this methodology about? Objectives Methodology Entry points 5-steps process Actors

4. Background • Stakeholders and policy-makers in agricultural and rural development wonder about the existence of an agricultural and food heritage and the possibility of developing a strategy based on the optimization of local products to support territorial development. • Similarly, within a given zone, local stakeholders may hope to identify their potential for optimizing their product in terms of origin-linked quality.

5. Origin-linked Quality Virtuous Circle • Identification: local awareness and assessment of potentials • Product qualification: setting up of the rules: the code of practice • Product remuneration: managing the system marketing the products • Local resources reproduction: assessment for ensuring system sustainability Public policies: support activities along the circle to enhance sustainable GIs

6. Objectives of the methodology “...to provide an approach based on the identification of origin-linked products to be used as levers for sustainable rural development through the quality virtuous circle they rise” • To propose a set of criteria for analyzing: • the potential for entering the virtuous circle • → Existence of origin-linked quality • the potential for capitalizing on this origin-linked quality • → Economic development and heritage preservation • To propose a general inventory procedure for regional/national level global policy

7. Promoters and users Target: the public and private stakeholders who need to identify the potential of their product(s) to contribute to the sustainable development of their zone: • at the level of a region or country (for carrying out an inventory) in the framework of a global rural development policy • In a territory, the specific production area concerned by a product.

8. 2 Entry Points Inventory – Global approach

9. 5 Steps in the global approach Product Assessment through Web Tool

10. Actors involved Web tool user in consultation with local actors who know the product well • Public decision-makers at a global level • Decision-makers of the concerned region (or country) • Regional Manager Group of experts covering the various spheres of expertise • Local Actors • Value-chain actors • Producers’ organisations • Representatives of cultural interests, consumers and environmental protection (if necessary) • Local Public Actors • Decision-makers from the territory of the pilot products

11. Step 1 and 2

12. Step 1 Definition by policy-makers of the terms of references of the global strategy for the region or country concerned Definition of : • The roles to be played by each stakeholder, public or private, • The long-term goals for the zone, the objectives to be achieved • The resources (human, financial, time) to be mobilized Nomination of a “regional manager” whose role is to supervise implementation of the strategy.

13. Step 2 Preparation of a list of promising local products This list has to be broad and exhaustive for establishing a sufficient pool among which to identify products of origin-linked quality • Collection of information for establishing a database (product fact sheet), taking into account the terms of references of the global approach • expertise of various types: culinary culture, history, geography, environmental sciences, economic promotion, rural development, agricultural economics, agri-food marketing, food health security and trademark and geographical indication law

14. Product Fact sheets

15. Criteria for identification step 3 and 4

16. Criteria for identification Screening 1 Screening 2

17. Criteria for identifying an origin-linked product and factors for development

18. Web tool • Product description • Screening 1: Identification • Questions (#11) and list of answers • Recommendations • Predictions on the type of link to the geographical origin • based on know-how and natural resources • essentially bound up with know-how • a weak or non-existent link to the geographical origin • Screening 2: Development • Questions (#37) and list of answers • Recommendations • Archetypes Online web tool: http://typo3.fao.org/testsite/olq-agnd/

19. Important notice • The web tool is being experimented, this is not the final version : your feedback will contribute to improve it • The recommendations and archetypes generated during the two identification stages are provided as a rough guide for the stakeholders, at a certain moment and according to the data provided, to help launch reflection on their strengths and weaknesses, and thus guide them in defining and implementing their territorial strategy. • The predictions and recommendations do not prejudge future results (quality is a collective construction), they can in no way replace the views of the concerned producers who are the sole decision-makers with respect to the development strategy for their products, nor the one of public authorities in charge of the implementation of the related legislation

20. Archetypes and action plan step 5

21. Objectives of archetype • The global policy is translated into an action plan for each of the pilot products, with targeted measures, and in a global action plan • The main success factors, the potential impacts and the threats for each product (identified during screening 1 and 2) are summarized/combined within four archetypes • Recommendations are proposed for each archetype with regard to the development of the action plan in order to minimize threats and boost the contribution to sustainable development by taking its other dimensions into account

22. Archetype 1 Territorial Development The main drivers are as follows: • maintenance of local jobs • protection against delocalization of production, • increase in profit margins in the region • increase in allied activities such as tourism • increase in negotiating power within the value chain

23. Archetype 2 Economic growth The main drivers are as follows: • protection against wrongful use of the name and unfair competition • increase in prices • increase in turnover (including exports) • access to new markets (including respect for food security standards or logistical norms)

24. Archetype 3 Preservation of social and cultural resources The main drivers are as follows: • improvement in the image of the region • the hope of establishing links with cultural events • preservation of local communities • links with the culinary heritage • and, more generally, a communication strategy concerning the region’s resources

25. Archetype 4 Natural resource protection The main drivers are as follows: • preservation of specific local natural resources • preservation of local breeds • reduction in negative impacts on the environment from intensive farming • research on alternative ways of optimizing specific natural resources.

26. www. foodquality-origin.org Emilie Vandecandelaere – Marta Salvadori – Dominique Barjolle Food and Agriculture Organisation of UN Service de la qualité des aliments et des normes alimentaires (AGND) emilie.vandecandelaere@fao.org Tel: +39 06 570 56 210 Thank you