The official signs of quality and originCurrent situation and future

Eric TAISNE November 2011

Plan 1. Presentation 2. What is an SOQ? 3. The different signs 4. The Future

1. Presentation

Semi publics

Privs

Mentions valorisantes Fermier Montagne

Ltat est garant de 2 autres types de dmarche Mentions valorisantes

La certification de conformit

Mentions valorisantes Produit pays (rserv outre mer) Produit de montagne Fermier, Produit la ferme, Produit de la ferme Vin de pays

Mentions valorisantes Produit pays (rserv outre mer)

Rserve aux denres alimentaires (sauf les vins et spiritueux), ainsi quaux produits agricoles non alimentaires et non transforms dont toutes les oprations, de la production au conditionnement, sont ralises dans un dpartement doutre-mer. Peut tre complte des transcriptions croles produits pei, peyi, pi ou pyi .

Attribue par arrt prfectoral en application du dcret 2006 1621 du 19/12/2006

Mentions valorisantes Produit de montagne

Pour produits agricoles alimentaires (sauf le vin) et les produits agricoles non alimentaires et non transforms (ex : herbes aromatiques). Toutes les tapes de production doivent tre situes en zone de montagne (> 700 m) drogation possible pour certaines matires premires Dfinition gnrale par dcret n2000 1231 du 15 dce mbre 2000, complt par des dispositions spcifiques aux produits. Ex: lait,

Ex: cahier des charges spcifique lait

Ex: cahier des charges spcifique lait

Mentions valorisantes Fermier, Produit la ferme, Produit de la ferme

Pas dfinie de manire gnrale, mais par catgorie de produit Ex: uf, beurre,

Exemple: En 2011, le dcret fermier pour les ufs au cur dune bataille conomique entre deux entreprises

Objet: le mode de ponte

2. What is an SIQO? (Official Sign of Quality)

SOQ

Definition Guarantee that an agricultural or farmproduce product owns characteristics previously fixed and controlled Guarantee of a quality validated by the State

SOQ

References More than a century of existence Governed by the Code Rural (Country Code) Articulated with the European system of 1991 et 1992

SOQ

Four basic principles Voluntary commitment of professionals Specifications, defined by professionals and validated by the Public Authorities Regular Controls realised by a third institution : Organisme Certificateur (OC) (Certification Body) Clear and objective Identification for the consumer

SOQ

Management by the Public Authorities INAOInstitut National de lOrigine et de la Qualit

Public Institution under the supervision of the Ministry of Agriculture Deals with the procedure of requests AOP, IGP, label rouge Guarantees a control on concerned products

The SOQ Guarantee of superior quality

Guarantee of specific quality

Guarantee of quality linked with an origin or a traditionEuropean approach

Guarantee of quality linked to a production modeEuropean approach

3. The different signs

Label Rouge (Red Label)

The Label Rouge

The Label Rouge The guarantee of a superior quality product Sensory Sanitary Ethical

Known and recognised in France

The Label Rouge

History Created by LOA on 5th of August 1960 Post-war era First industrial deviances Logo belongs to the Ministry of Agriculture

The Label Rouge

Values Notion of chain : at every step of the production Hedonic and descriptive tests (sensory profiles) (what is the standard?) Superior quality has to be recognizable by the consumer

The Label Rouge

Products concerned Any food goods Mainly : Meat Poultry Dairy Produce Products from the sea Fruits and vegetables

The Label Rouge

Organisation National technical Notice Validated by the Public Authorities

The Label Rouge

Organisation National technical Notice for any product Quality association (ODG) Specifications Examination by the INAO Public consultation

Plan of control Ratification by decree Certification by OC EN 45 011

The Label Rouge

Figures 450 ratified labels 148 ODG (Organismes de Dfense et Gestion) 50 000 producers 8 000 operators 10% of poultry are being sold under LR Turnover: 1.8 billion Euros 40% poultry 20 % salting 15% beef meat 6 % dairy produce othersSource: Ministre de lAgriculture, 2008

The Label Rouge

Communication to consumers Logo Inscription of the Certified Characteristics or Contributive to a superior quality Name of the ODG Name of the OC (Certification Body) Number of ratification of the label(under the R)

Origin If you want to add a notion of origin to the label, an IGP is needed Ex: Volailles de Licques (Poultries of Licques)

Penalties Request for corrective action Fines Warning Temporary withdrawal Final withdrawal

The Label Rouge

Example Buf fermier Aubrac (traditional farmhouse beef Aubrac) Extensive breeding Grass fed Seasonal move to new pastures > 800 m, from May to October Minimum age 30 months for heifers, 108 months for cows

The Label Rouge

Example Belle Bleue (Beautiful Blue) in the Nord Pas de Calais Exclusively sold in traditional butcher's shop

The Label Rouge

Example First price Emmental Pasterised milk 7 weeks of maturing Manufactured in bred

Emmental Grand Cru label rouge Daily collected milk Cows exclusively fed with grass and hay 12 weeks of refinement IGP about production Alps, Franche Comt Manufactured in round Taste more intense, fruity

AOC - AOP

AOP

AOC AOC: Appellation dOrigine Contrle ( Appellation of Controled Origin) AOP: Appellation dOrigine Protge (Appellation of Protected Origin)

AOP

Values Guarantee of a quality issued from a country region Designates a product originated from a region or a determined place which quality and character is due essentially to this geographical environment. Result of a combination between a country region and a production that is being expressed through the human know-how.

AOP

Values It's essentially a copyright Law of intellectual property, recognised in 150 countries Legitimate protection of the rights earned by generations of producers of a region Growing interest in the world

AOP

History Created during the last century

AOP

Products concerned Any food product Mainly: Wines and spirits Dairy produce Olive oil Fruits and vegetables Honey Meat

AOP

Figures 467 AOP in wines 78 000 producers 8 000 operators Turnover: 14 billion Euro More than 80% of the French production in value More than 55% of the surface

47 AOP in dairy produce, cheeses Turnover : 2 billion Euro 200 000 tons

25 AOP in other products 10 000 producersSource: Ministry of Agriculture, 2008

AOP

Communication to the consumer Logo The name of the product can not be used outside of its production area Ex: Maroilles

AOP

Example: the AOC Cheeses

IGP

IGP

IGP Guarantee of a link between a product and its territory of origin Influence of the territory weaker on quality than for AOPs

IGP

History Created in 1992 Same community regulation as the AOPRegulation (EEC) n 2081/92 of the council of the 14 th of July 1992 about the protection of geographical indications et appellations of origins of agricultural products and food goods. (JO L 208 of the 24th of July 1992 p.1)

IGP

Values Name of a territory of origin and of a product that is issued from it Case in which a quality, a reputation or another characteristics can be essentially attributed to this geographical origin. IGP in linked with a know-how, can not be created, consecrate an existing production

IGP

Products concerned Any food product Mainly: Meats Poultry Dairy produce Fruits and vegetables Not wine and spirits

IGP

Figures 74 in France, including 31 for poultry an 13 for fruits and vegetables 25 000 producers Turnover: 1,8 billion Euro

Source: Ministry of Agriculture, 2008

IGP

Example Beef meat Fleur dAubrac Heifer crossbreed of Aubrac x Charolais Born, raised and killed in Aubrac Extensive breeding with transhumance

Lamb from Poitou Charentes Poultry from Licques Sausage from Morteau

Organic Farming

Organic Agriculture

Organic Agriculture The guarantee of a quality associated to a mode of production respectful of the environment

French Logo

European Logo

Organic Agriculture

History France First official recognition: LOA 1980

2001: creation of the Agence Bio (Bio Agency)

Europe Regulation of 1991, then 1999 and 2007

Organic Agriculture

Values Product issued from a natural production mode, without any synthetic chemical products, and respectful of the natural balances and animals well-being Preserve the quality of soils, of biodiversity, of air, of water Creation of activity Not necessarily a product of higher sensorial quality

Agriculture Biologique

Rglementation Un seul rglement pour toutes les productions Dfini au niveau europen Repris en France CCF

Organic Agriculture

Products concerned Any food goods Also exists for non-food goods

Organic Agriculture

Organisation Agence Bio: Group of public interest in charge of the development and the promotion of the mode of production Individual approachHorizontal certificationLabel rouge: vertical certification

Bio cohrence Lanc en 2010 Label Bio franais Plus exigeant que Europen O% OGM Exploitation 100% bio Alimentation animale 100% bio 100 % dingrdients Bio Dmarche de progrs

Dmarche bio cohrence

Encore plus loin Demeter

Bio dynamie

Mains Certification Bodies Ecocert (80% of the French markets) Qualit France

SGS

Organic Agriculture

Figures 12 000 farmers 4 860 operators In small increase, variations between the channels 550 000 hectares, 2,5 % of the French SAU 4% Germany 15% Austria 3,5 % Europe Turnover= 1 billion Euro

Source: Ministry of Agriculture, 2009

Spcialit Traditionnelle Garantie (Traditional Speciality Guaranteed)

STG

the STG Guarantee of the traditional aspect of the product

STG

History Europe Created by the Community regulation of 1992Regulation (CEE) n 2082/92 of the Council , of the 1 4th of July 1992 about the certification of specificity of agricultural products and food goods (JO L 208 of the 24th of July p.9)

STG

Values Protect the denomination of products with a traditional character that does not (or not any more) have any link with their geographical origin. Product needs to be manufactured: With traditional raw material Or present a traditional composition

STG

Products concerned Any food product Mozzarella (Italy) Ham from Serrano (Spain) Vieille Gueuze Lambic (Belgium) Spontaneous fermentation Inoculation in the surrounding air

STG

Organisation France: specifications from the label or CCP are necessary Not necessary in the other European Countries

4. Future of SOQ

Knowledge of the consumers Volumes Bio in rising Label in stagnation AOP in falling (Wine crisis)

Administrative lengths for files Delays of instruction disproportioned compared to the market Ex: Maine anjou Ex: Brasseurs de France (Brewers of France)

Importations European and global competition for Bio

Exportations SOQ are not exporting well Export = 9% of AOC of sales (with certain products at 95% : Cognac) 3 % of CCP 2 % of labels

Commercialisation Rates 30% of the label rouge products are not marketed Stopped Expectations of the market 40% of the CCP are not marketed

GMS Relations Lack of presence Lack of fame Except AB and poultry LR, Difficulty to impose itself as an unavoidable buying criteria Strong development on the MDD INRA Study cf MDD / brand name

Costs Completely at the channels expense Must pay to prove that you work well