Linking People, Places and Products - FGS, IncExample: Chivito Criollo del Norte Neuquino, Argentina...

Emilie VandecandelaereFAO, Food Quality and [email protected]

Russian delegation, Study Tour on GI in Italia 24 May 2010

Linking People, Places and Products:

Why and how promote quality linked to geographical origin and sustainable GIs?

Outline

1. Specific quality, labels and GIs – definitions

– diversity

– quality linked to geographical origin and GIs

2. GI a tool for development?– cheese case studies

3. Virtuous circle for sustainable development

1. Specific quality, standards, labels and GIs

Definitions...Definitions...

Specific Quality schemes are based on:

• voluntary approach to address a specific target (niche)• specification, code of practice related to specific

characteristics (social, environmental, culture, etc.)• guarantee system (verification, certification)

• information (labeling)

GENERIC QUALITY-impliciteminimum requirements for accessing the markets (normative), (food safety

and wel functionning of markets)

SPECIFIC QUALITY- explicitevoluntary approach for differentiating a product with specific

characteristics

GENERIC QUALITYGENERIC QUALITY--impliciteimpliciteminimum requirements for accessing the markets (normative), (food safety

and wel functionning of markets)

SPECIFIC QUALITYSPECIFIC QUALITY-- expliciteexplicitevoluntary approach for differentiating a product with specific

characteristics

Increasing social expectations and consumer demand for food and agricultural products with specific quality label.

�� New market opportunities, voluntary standards developed aroundsome mainconcerns:

• preservation of biodiversity and the environment (e.g. organic)

• social welfare and equity (e.g. fair-trade)

• traditions or characteristic linked to geographical origin (e.g.

geographical indication)

Some figures on specific quality standardsSome figures on specific quality standards

• Certified organic products :– culture: 31 million hectares ; from picking: 62 millions hectares– 85% sold in industrialized countries– $39 billions en 2006– anual growth 15% since ten years

• Certified fair trade products– $2.1 milliards in 2006– 569 producer organizations in 59 developing countries; 14.4 millions people certified

FLO– anual growth 40% between 1997 et 2007!

• GI products– 882 appellations of origin registered in Lisbon system (28 countries)– EU countries: (excluded wine and spirits): 779 PGI/PDO, +40% between 2000 and 2008,

60.000 farmers/producers in Italy, 55.000 in France); turnover 2,8 billion in France in 2004, 4,4 billion in Germany in 2006, ; 4,9 billion in Italy; spain:884 million

– recent but rapid development of GI institutional framework and products in the world (TRIPs agreement and national heritage to preserve)

• ... and a variety of other national standards...• traditional specialities guaranteed, Label montagne, label rouge, Label fermier...

GI protection in the world

SinerGI project, Sylvander 2007

Quality linked to origin and GIsQuality linked to origin and GIs

Example: Chivito Criollo del Norte Neuquino, Argentina

ProductProduct

PeoplePeoplePlace

GI GI code of practice

Specific quality, characteristics, reputation linked to a geographicalorigin

Inheritage (terroir) AND a potential to addvalue (differentiation)

One mean of identification = Geographical Indication (GI)

�� PotentialPotential toto bebe registeredregistered asas IP IP RightRight and and bebe protectedprotected

Collective action on the territory

Terroir :

A terroir is a delimited geographic area where a human community has developed, over the course of history, a collective production method and know-how.

A terroir is based on a system of interactions between physical and biological milieu and a set of human factors involved to convey an originality, confer typicality and engender a reputation for a product.

TRIPS Agreement (1994)Geographical Indicationsidentify a good as originated in the territory of a Member, where a given quality, reputation or other characteristic of the good isessentially attributable to its geographical originGI are considered to be property rights, and members countries have to provide legal tools to protect these rights.

Lisbon Agreement (1958)Appellation of Origin: is the geographical name of a country, region, or locality, which serves to designate a product originating therein, the quality and characteristics of which are due exclusively or essentially to the geographical environment, including natural and human factors

International definitions for GIsInternational definitions for GIs

European definitions

Quality or characteristics emanate mainly from

geographical origin

Proof of link with territory, combination of human and natural factors (study the influence of geographical heritage onproduct, characteristics - landscape

Inventory of particularities of product

and attribution to the delimited area

PDO

Quality, reputationcharacteristics or specificity

attributable to the geographical area

Difference between PDO et PGI in the European system

Delimitation in the area and localization of actors in the value chain are

The product should be:

produced and

processed and

prepared

Within the delimited area


produced or

processed or

prepared



geographical origin




PGI



Delimitation in the area and localization of

compulsory


produced and

processed and

prepared



produced or

processed or

prepared



geographical origin




PDO



Difference between PDO et PGI in the European system

Delimitation in the area and localization of actors in the value chain are


produced and

processed and

prepared



produced or

processed or

prepared



geographical origin




PGI



Delimitation in the area and localization of

compulsory


produced and

processed and

prepared



produced or

processed or

prepared


2. GI, a tool for development ?

case studies

lessons learnt

challenges

Figures from EU

• Adding-value : high quality products

– GI food products → 13 billion €/year– exported cheese : GI cheese = 7,5 €/kg instead of

4,7 €/kg non- GI– European market: 25 – 30 % with IG (15– 20

billon €/year)

Cheeses of the Savoy Alps

• Abondance AOP

• Beaufort AOP

• Chevrotin AOP

• Emmental Savoie IGP

• Reblochon de Savoie, IGP

• Tome des Bauges, AOP

• Tome de Savoie IGP

Economic impacts

31 000 t (Abondance, Beaufort, Reblochon, Tome des Bauges, Chevrotin, Tomme de Savoie et

Emmental de Savoie)

21 000 t (Abondance,

Beaufort, Reblochon)

Production AOC-IGP cheese

230 millions €170 millions €CA

20071997

•85 % of milk production under quality labels • 2 % of national milk production, main economic activity in Savoy•260 farms (4,5 % of total France), and more than 200 goat producers

2,713Number of collective processingunits for 100 millions L milk

FranceSavoie (ens. 73 + 74)

17

Adding-value, milk producers

Price 2004 (€/kg) DOP Generic

Beaufort Comté Emmental

Milk price for industrial processing 0,28 0,28 0,28

Milk price for cheese production 0,48 0,35 0,31

Price paid to milk processor (€/kg) 5,18 3,5 3,1

Minimum Price paid by consumers (€/kg) 17 10 7,29

Fuentes : www.comte.com and "Economies et Sociétés", september 2007. Study made by Barjolle, Réviron andSylvander, volumen 41, n°9

18

Social and economic effect

Número de explotaciones

Unidad de trabajoanual/explotación

Total UTA

Pérdida de nitrógeno/kg ha-1

8,400

2,5

21,000

239

5,000

1,7

8,500

309

generic model Frisia (Países Bajos)

GI modelParmigiano Reggiano (Italia)

Fuente: “High quality products and regional specialties: a promising trajectory for endogenous and sustainable development”,Prof. Jan Douwe van der Ploeg, OECD, Siena, Italia, 10-12 julio de 2002

<<

<<

<<

>>

Comparison cheeses Frisia and Emilia Romaña

1 570 millones de kg de leche

19

Pasture are better maintained in GI areas

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

1979 1988 2000

area without

GI

Area with GI

area DOP

Reblochon

area DOP

Beaufort

Ditribution of adding-value betweensupply chain actors

Prix du lait payé au producteur, en €/1000 l courants (net)

200225250275300325350375400425450475500525550575600

national

IGP

Reblochon

Beaufort

Source : CNIEL/ SIGF/ CTC/SDB

Source: RICA France 2003/ INRA SAE2 Nantes

Alpes Nord Other Mountain Marginal Areas Plane

With les financial support than in

non mountain areas…

0,080,2Investment / L of milk(euros)

0,961,56Nb direct employement / 100 000 L of milk

National average

3 AOC of Savoy

1997

63 % more employment

2,5 more investments

=> benefits for rural developmentSource : CNIEL/ SIGF/ CTC/SDB

Environmental impacts

• Conservation of traditional breeds of cows (e.g. Abondance, Tarine, Montbéliarde) and goats (e.g. Alpine goat) -maintain of breeding or increase in the cantons with AOC

• Conservation of local flora and fauna) (mountain pasture = 50 varieties; AOC area of Savoy = ¼ (154 000 ha) isclassed into Natura 200 (special protection area for environement) and 26 000 ha natural parc (Mont Blanc).

• Conservation of large open spaces and mountain landscapes

• Conservation of microbial organisms in the cheeses (50 g rawmilk cheese = one billons bacteries)

Source : CNIEL/ SIGF/ CTC/SDB and

EU communication

• Less intensive production (use of herbicides and nitrates are 2.5 less than in non GI areas, 1990-2000)•6 times more vegetal species in GI areas •traditional methods are often more respectful for the environment

Number of dairy cattles

source: RGA 1979, 2000

French average : - 42 %

0

20000

40000

60000

80000

Sans IG IGP AOP

Reblochon

AOP Beaufort

1979

1988

2000

+ 14 %

- 25 %- 33 %

- 50 %

Maintain of breedingin particular in periurban areas

Pasture surface % total agriculture

Area without AOC, Area AOC

or IGP Reblochon

in mountain : 80 % 95 %

in plain : 35 % 75 %

RGA, 2000 – exploitations professionnelles

Mountain pasture

Social and cultural impacts

Conservation of ancestral production techniques and traditional tools and materials…

Lessons learnt: positive effectsLessons learnt: positive effects

Consumers side: social expectations, food diversity and more guaranties about quality, origin and production process

A tool for sustainable development in rural areas:

Economic pillar: access to niche markets, adding value and redistribution along the value chain; benefits from collective action; protection against fraud

(legal protection) on the national and global market; maintain added value in the production areasEnvironmental pillar: awareness and sustainable use of natural resources and preservation of biodiversitySocial pillar: preservation of cultural heritage; to develop links between the local population and stakeholders; positive effects on tourism, job opportunities ; Maintaining activity in isolated areas

� Prevent delocalization of production and maintain population in remote areas

Lessons learnt: a two levels approach

Lessons learnt: a two levels approach

One GI product, one code of practice :

– Assessment, Registration, Protection

– Supportive policies: support to local implementation, consumer information,…

Legal and institutional framework

Public recognition

– Setting up of the Code of practice– Management of the GI system

Local and collective initiative

Voluntary approach for marketing, private sector driven

multi-levels, and pluri-sectorial...

more public or private driven?

othersMinistry ofagriculture

Researchand extension

Other economic activities

Nationallevel

Territory

IP- Ministry ofcommerce and

industry

Legal recognition and protection:Conditions for registration, assesment,

protection, control

Supportive policies :rural development policies,

consumer information…

farmers

processors

distributors

Value chain

GI organization

consumers

Coordination (Ex : Creation of a national commission

Public authorities

Lessons learnt: challenges...

GI is a tool: effects are not automatic !

Some success stories, but there are challenges...

Importance of:

– specific quality (product)

– collective action

– market

– and an effective institutional framework...

Challenges at the institutional levelChallenges at the institutional level

• Coordination between sectors and levels (multidisciplinarity : agriculture, IP, rural development, food safety, culture, tourism, research and central to local services)

• Institutional capacities and resources• Supportive policies vs top down approach: need fora balance of public - private involvement

• Effective protection, national and international

Challenges at local level – All products can’t be GI product ! specific

quality linked to origin?

– It is not the same for all GI! importance of local conditions and process:

• Distribution of added value depends on collective actions, well organized supply chain and marketing strategy

• Preservation of local resources depend on code of practice content and endorsement

• Importance of local capacities and facilitation: financial, technical, scientific support, networking and coordination

– It takes time: risk of loss of interest of producers...

Product, organization, market

3. Virtuous circle for sustainable development

Target:people working in agricultural and rural development having an interest of promoting and preserving local products and resources (Practitioners, facilitators, rural development specialists from public and private sectors, representatives of the supply chain, policy makers, rural community leaders and trainers)

The content:• 193 pages... in 5 parts: the specific quality virtuous circle for sustainable development

• definitions and methodologies

• case studies

• self evaluation

More than 40 Case studies analyzedMore than 40 Case studies analyzedFAO1. Queso Turrialba, Costa Rica. 2. Café de Colombia3. Cacao Chuao, Venezuela4. Limón de Pica. Chile.5. Chivito criollo del Norte Neuquino, Argentina6. Queso Cotija, México.7. Cacao Arriba. Ecuador. 8. Maíz Blanco Gigante de Cuzco, Peru. 9. Kampong Speu Palm sugar, Cambodia. 10. Tea Darjeeling, India11. Kintamani Bali coffee, Indonesia12. Nakornchaisri Pummelo, Thailand 13. Uvs sea buckthorn Mongolia14. Jinhua Ham, China 15. Saffron Taliouine, Morocco 16. Argan oil, Morocco 17. Pomgranate of Gabes, Tunisia18. Black lamb of Thibar, Tunisia 19. Ham of Uzice -Užićka Goveća Pršuta, Serbia. 20. The Livno Cheese - Bosnia Herzegovina.21. The Bean of Tetovo - Tetovski Krav, FYROM

Sinergi1. Queso Chontaleño, Nicaragua2. Parmigiano Reggiano, Italy3. Pico Duarte Coffee, Dominican Republic, 4. Rooibos, South Africa 5. Tequila, Mexico 6. Piment de Mamou, Cameroun 7. Gaucho Pampa de Campanha Meridional

Meat, Brasil 8. Pampean Argentina Beef, Argentina9. Gari Missè of Savalou Benin 10. Jambon de Parme. Italy 11. Basmati rice in Pakistan, 12. Kraljevacki Kajmak, Serbia13. Olive oil of Nyons, France 14. Bleuberry Lake St Jean, Québec15. cherry of Lari, Italy16. Lardo di Colonnata. Italy17. Salt of Amed, Indonesia 18. Gruyere, Switzerland19. Comté France

For a sustainable virtuous quality circleFor a sustainable virtuous quality circle

1. Identification: local awareness and assessment of potentials

2. Product qualification: setting up of the rules: the code of practice

3. Product remuneration: managing the system marketing the products

4. Local resources reproduction: assessment for ensuring system sustainability

5. Public policies

1- Identification

• Assess the potentialities of the product : specificity, reputation and link to the territory? Not all products can be a GI one!

• Raise awareness of local actors and producers

Success factor: Develop a collective approach: among the value chain in order to share a common vision and strategy for the product and networking with and external actors/facilitators to benefit from their technical or scientific support

2-Qualification2-Qualification

Defining the product and setting upthe rules of the GI = writing the Code of Practice.

Elements for the Code of Practice :

- Description of the product: main characteristic of the product, ingredients and raw materials; description of the process

- Demonstration of the link between the specific quality and the territory

- Delimitation of the production area

- Name of the product and labeling rules

- Control plan and verification system

Elements for the Code of Practice :

- Description of the product: main characteristic of the product, ingredients and raw materials; description of the process

- Demonstration of the link between the specific quality and the territory

- Delimitation of the production area

- Name of the product and labeling rules

- Control plan and verification system

Success factor: The writing of the Code of practice is a key-step requiring a Participatory approach to share a common view and often

mediation to agree on certain criteria. The GI organization is the key.

3-Remuneration3-Remuneration

Marketing steps:

1) Knowing the market: consumers demand, requirements

2) Targeting: focusing on a segment (e.g urban, nostalgic, connoisseurs…)

3) Choosing the channels of distribution

4) Promotion and communication, including labeling and guarantees

Success factors :

�Taking into account the market and its requirements in the

qualification phase

� involving all the value chainactors in strategy

� Reducing the costs thanks to the collective action.

The GI organization plays a major role in the GI strategy: Rules and control, Representativity and internal coordination; Production and marketing; Services

The GI organization plays a major role in the GI strategy: Rules and control, Representativity and internal coordination; Production and marketing; Services

4-Reproduction 4-Reproduction

Environmental:Sustainable management of natural resources?

Impact of the GI on biodiversity?

Risk of overexploitation ?

Assessment for sustainable GIs:

Economic:Increase of the sales?Improvement of the income? Impact on the local economy?

Social:Exclusion?Fair redistribution of the added-value?Equality gender issues? Improvement of the self-esteem of the producers?Recognition and preservation of traditions and know-how, Improved local networks and collaboration?

Success factor: Taking into account the sustainability from the beginning, evaluating it along the time, and make the CoP evolve as necessary

Possible roles of public actorsLocal, national, international...

Identification: information and sensitization of stakeholders on the nature

of GI products and their potential for rural development; support for the identification of this potential; providing legal tools and an institutional framework to protect the reputation of these products.

Qualification: support for conducting necessary studies, for establishing a

participatory process and for a sustainable approach in elaborating rules and codes of practice; information on the national procedure for the recognition/protection of GIs.

Remuneration: enforcement of legal protection, nationally and worldwide;

information to consumers on the nature of GIs, communication tools

Reproduction: support for assessing the impacts for ensuring the

sustainable evolution of rules and codes of practice for GIs.

Cybermontagne

Inventory of traditional Lebanese products

www.qualityorigin.org

Thank you

The programme framework

Framework: project launched in 2007 in connection with other specific

quality schemes within FAO

Main objective: to assist Member Countries and stakeholders in

developing quality linked to geographical origin schemes adapted to their economic, social and cultural situation, contributing to rural development through the valorisation and preservation of local products and resources.

Means: • Collect information on Member countries and stakeholders experiences:

– Regional seminars, expert meeting, networking:

The Mediterranean, Casablanca, 8-9 November 2007, Latin America Santiago de Chile, 12-13 December 2007 and San Jose de Costa Rica, September 2009, Asia, Bangkok 2009

– case studies :8 in Latin America, 3 in Central Eastern European countries, 2 in the Mediterranean

•Develop supportive tools, sensitize and inform stakeholders

•Technical cooperation projects: Morocco, Tunisia, Latin America, Asia, Vietnam, Ukraine, Croatia, Mali, etc.

Linking People, Places and Products - FGS, IncExample: Chivito Criollo del Norte Neuquino, Argentina...

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