To analyse the structures, strategies and performances of several PDO/PGI supply chains in six European countries; to compare the supply chains and to determine the generic factors for the success or failure in PDO/PGI markets. To synthesize recommendations for the EU and the involved institutions to ensure the long term success of the quality policy for PDO/PGI products.
Structures, strategies and performances of several PDO/PGI (Protected Destination of Origin - Protected Geographical Indication) supply chains in six countries will be analysed. Products to be considered are certain varieties of cheese, delicatessen, meat, vegetable, fruit and olive oil. All involved actors for each product will be identified. Supply chains will be compared and the factors contributing to the success or failure of PDO/PGI markets will be determined. The success criteria and generic conditions for an efficient distribution of value-added will be identified following a dynamic analysis of the wole supply chain for each product. Consumers' expectations of selected products (actual and potential added values will be analysed). Recommendations will be made by each partner to the relevant institutions in each country and to the EU Commission concerning organizational aspects and consumers' expectations in an effort to preserve the specificity of PDO/PGI markets and reinforce the products' position in these markets with respect to generic substitutes. The study aims to ensure the long term success of the quality policy for PDO/PGI products.
Background : After a long period of protectionism, the CAP and the GATT agreements provide a more competitive market equilibrium and pricing of agricultural products. Considering the saturation of markets, the strategic importance of product differentiation becomes paramount for rural areas. The specific qualities linked to natural and human factors (PDO/PGI) offer the possibility to rural businesses to position their products on market segments with higher added-value. These added values are essential to compensate for higher production costs. To fully exploit the marketing potential of PDO-PGI products by the consumers, local actors within each supply chain must become organised reconciling often divergent interests. In addition, coherent definitions of criteria are necessary to reach common guaranties for several regions and products (product origin certification, respect of local and traditional customs, etc.). The challenge in the application of 2081/92 is to adjust and harmonise the interpretations in order to guarantee the economic viability of supply chains. The specificity of qualities must be preserved in order to prevent products from becoming generic. This study will provide a framework for decision making which will ensure and appropriat degree of harmonisation between local, regional, national and community levels, taking into consideration the market potential for specific products.
Funding SchemeCSC - Cost-sharing contracts
42100 Reggio Emilia
145 62 Athens - Kifissia
6706 KN Wageningen
TN25 5AH Wye