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 !!!