Prof. F. Arfini (English)
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Transcript of Prof. F. Arfini (English)
Filippo Arfini, Università di Parma/SinerGI
Giovanni Belletti, Università di Firenze/SinerGI
Andrea Marescotti, Università di Firenze/SinerGI
Origin-based products represent the final output of a very weak local production system.
Their success is in “our”hands…
Collective action is the engine of the quality circle. Has the aim of promoting origin-based products and local resources.
Origin-based products and their reputation are the result of the cultural and historical dimension of the local population who share collective rights and benefits.
Collective action as a success factor
Terroir Terroir
Why develop collective action ?
PEOPLEMotivation and capacity
to engage a collective value creation and
preservation process
PLACE Local natural and human resources: soil, climate breed, varieties … know how, tradition...
PRODUCTSpecific quality, reputation
General objectives of collective action
Sustainable development in rural areas
Economic pillar: adding value and benefits to collective action
Environmental pillar: practice a sustainable use of natural resources and protection of biodiversity
Social pillar: preservation of tradition and cultural heritage; to develop links between the local population and stakeholders; to create job opportunities (especially for women) and offer opportunity for growth.
Sustainable development in rural areas
Economic pillar: adding value and benefits to collective action
Environmental pillar: practice a sustainable use of natural resources and protection of biodiversity
Social pillar: preservation of tradition and cultural heritage; to develop links between the local population and stakeholders; to create job opportunities (especially for women) and offer opportunity for growth.
Origin-based products
represent an important
tool in the hands of local
producers to adopt a
sustainable production
system.
General objectives of collective action
Economic return to producers is possible only through the adoption of common rules in explicit form in respect of:–production technique–use of natural resources–fair use of brands and logos–adoption of fair marketing practices
Role of common rules
Local agents should enforce rules and control procedure by two approaches :Local agents should enforce rules and control procedure by two approaches :
Enforcement of local rules
Informal Formal
The greater the reputation is the greater the need is for formal rules which protect firms and consumers
The greater the reputation is the greater the need is for formal rules which protect firms and consumers
Need to obtain a form of protection / recognition from national and international authorities
Need to obtain a form of protection / recognition from national and international authorities
How to develop a common approach
Origin‐based products belong to several typologies of agents inside and outside the area of origin … often with different objectives and bargaining power.
Origin‐based products belong to several typologies of agents inside and outside the area of origin … often with different objectives and bargaining power.
The know -how and the vision of each agent should be communicated and should contribute to the management of the global process.
Market reputation is the result of the capacity to manage efficiently relationships between human and environmental factors.
How to adopt a common approach
Definition of collective rules includes several topics :→Define the agents which will benefit from clear rules and which will share rights and responsibilities→Define the relationships within the local production system and share information and know- how→Define rules which will be shared among producers and along the chain
producers
first processors
second processorscertification
Consumers
Retailers
Certification Body
Interprofessional GI collective organization
GI Value Chain
Code of practice:
Elaboration and com
pliance
How to adopt a common approach
Two phases:Two phases:
Involvement of local stakeholders‐Share know‐how and vision on products and production systems by meetings and exchanges‐Empower “minor” agents and make them active‐Develop a mediation between actors reducing and preventing conflicts
Involvement of local stakeholders‐Share know‐how and vision on products and production systems by meetings and exchanges‐Empower “minor” agents and make them active‐Develop a mediation between actors reducing and preventing conflicts
Activating a system of external support‐Middlemen (Traders, Sellers, Restaurants)‐Consumers’ association (slow food)‐NGO and Public institutions‐University and research centre‐Other local stakeholders (Ways of taste)
Activating a system of external support‐Middlemen (Traders, Sellers, Restaurants)‐Consumers’ association (slow food)‐NGO and Public institutions‐University and research centre‐Other local stakeholders (Ways of taste)
Collective rules should not be perceived as constraints
but …as tools useful in order to reach
efficiency
Definition of code of practice in respect of Product definition Quality characteristicsRaw materials Area of originProcessing technique Certification methods
Definition of marketing strategies and rules Definition of collective brands and logos
Inclusion of socio-environmental aspects into the code of practice
Promotion of biodiversity Promotion of gender policy
Management of the rules during the time.
Specific object s of collective action
Specific objects of collective action
Marketing mix
Market
Product
•Quality,•Name and brand, Packaging,•Certification,•Services,
Price
•Discounts•Payment conditions,•Etc.
Distribution
•Retail channel•Retail strategies …
Communication
• Collective promotion• Retail promotion• Direct marketing
In red: responsibility of collective action
Can their history be considered the future of origin‐based products in Less Developed Countries ?
Can their history be considered the future of origin‐based products in Less Developed Countries ?
Yes, we believe so!!!Yes, we believe so!!!
Thank you !!!