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02 journal of geographical indications in europe and worldwide ® 011 qualigeo eu qualivita news journal title registered at the court of siena number of registration 5 date of registration 18/02/2006 director mauro rosatiissue 02 november december 2011 gennuary 2012 02 new ideas for agri-food promotion the european model seeks an identity on the global market[close]
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mauro rosati director login tal choices on agriculture which will have a direct effect on the future of agricultural businesses and consequently on food products the new cap as well as the quality package the new agri-food promotion and the milk package will be the subject of a strong political debate we hope that the discussion will not remain confined to the government building of brussels which have always been perceived as venues far-removed from citizens and organised civil society but that it can be a broader and more widely shared debate there is an extreme need for the participation of all levels as underlined by professor alberto mattiacci in his article where he analyses the crowdsourcing phenomenon v forum qualivita for this reason we have chosen to organise the v forum qualivita in brussels november 29th and 30th with the aim of involving all of the forces that we have known also through this journal our conviction lies in the necessity of more visions lots of experiences and ideas in order to transform old tools such as the cap into something really useful for the future that is on its way the green paper on promotion the quality package and the milk package will also be at the centre of our debate this is a commitment that the qualivita foundation is sharing together with sectorial organisations in order to offer the commission and the european parliament a unique occasion to confront important topics this is a particular moment for our future the valence of public institutions shaken by financial disaster must convince politics to be nearer to the people listening to what they have to say in a process of real democracy today in all european countries there are numerous squares that are overflowing with protesters adding those from the agricultural sector would be an extreme risk something that would be better to avoid thanks a sincere thanks to all of those who have written to us over the last few months demonstrating a strong appreciation towards the journal there have been many messages confirming our conviction on the necessity of a specific magazine for geographical indications in this second issue we have also tried to broaden the content and to extend collaborations taking into consideration among other things the suggestions that you have offered as we like to say quality is a dynamic concept and our aim is that of continually and progressively renewing both ourselves and our publications a change of scene i never get tired of repeating during conventions or through editorial contributions that europe and the world in general are not facing a crisis but a period of change of transition today future scenarios are still relatively unclear in my opinion when the new eventually arrives it will have a need for more quality not only quality in a broad sense but also in a narrow sense food quality above all we are already eating less as was brought to light in recent studies on food consumption in europe but our choices seem to be more targeted big players in search of quality as always big international players anticipate the future and as an example of this we have recounted in this issue how mcdonald s italy and harrods even if on opposite sides are both trying to insert more quality and territory into their offers through the use of pdo and pgi products it appears to be undeniably farsighted to relate these stories today the difficulty of cap post 2013 over the next few months europe will make fundamen-[close]
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contributors qualivita news journal title registered at the court of siena n° of registration 5 date of reg 18/02/2006 felice adinolfi associate professor of economics and rural valuation university of bologna alberto mattiacci full professor of management at sapienza university of rome director mauro rosati mauro@maurorosati.it manager editorial office segreteria@qualivita.it silvia sassano editorial staff segreteria@qualivita.it elena conti federica di sarcina joanna ledgard federica oliva marilena pallai giovanni sogari arianna vannini editorial scientific committee riccardo deserti coordinator giorgio bocedi francesco ciani federico desimoni giuseppe dibisceglia salvatore martorana anne richard pier maria saccani layout and graphics grafica@qualivita.it irene bimbi niccolò bindi photos bruno bruchi cover picture and other photos advertising pr comunicazione@qualivita.it elena conti printing tipografia gori prato italy circulation 6,000 hard copies publisher judson o berkey managing director ubs bank bernard o connor nctm o connor associate and visiting professor at the bocconi university milan expert in geographical indications law irene bocchetta eu protected food names manager adas eugenio occhialini director of origen la revista del sabor rural angelo di mambro journalist expert in agriculture denis pantini economic researcher and journalist consultant to rural development agriculture and food industry economy alain farine director of the swiss association for pdo-pgi melina puntoriero director manuelina culinary daniele giovannucci co-founder and director of the committee on sustainability assessment cosa claudia ranaboldo dtr-ic project researcher rimisp centro latinoamericano para el desarrollo rural magdalena glodek head of geographical indications division ministry of agriculture and rural development poland marjo särkkä-tirkkonen special planning officer university of helsinki/ruralia institute mikkeli dariusz goszczyski deputy director department of promotion and communication ministry of agriculture and rural development poland federico valacchi professor in archival studies and informatics at university of macerata irina kireeva lawyer at nctm o connor massimo vittori secretary general origin piazza matteotti 30 53100 siena italy tel +39 0577 202545 fax +39 0577 202562 mail info@qualivita.it web qualivita.it qualigeo.eu chairman paolo de castro deputy chairman maurizio buffi councellors corsino corsini giovanni di stasio roberto bartolini fausto ligas stefano berni board of auditors claudio antonelli guido de giusti sergio carli secretary-general mauro rosati qualigeo.eu project organizer co-organizer associazione italiana consorzi indicazioni geografiche partners associazione italiana consorzi indicazioni geografiche founders directorate-general for agriculture and rural development with the patronage the activities of foundation are supported by european commission co-financed by the european union directorate general for agriculture and rural development the measure has recived funding from the european union the sole responsability lies with the author of the communication or publication the commission is not responsible for any use that may be made of the information contained therein[close]
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contents 6 gi-photo point speck alto adige pgi italy 6 10 green paper consultation on information and promotion for eu agricultural products effective communication protecting european quality mep s opinion on green paper stakeholders contributions to the green paper the qualivita foundation answers the questions of the green paper er 10 13 17 21 26 special people 30 22 v origin assembly mexico interview with roberto masi md of mcdonald s italy italy 26 34 organisation grana padano italy cnaol france fundación dieta mediterránea spain accredia italy 30 34 38 38 producers network product poland s certified fruit polond 42 42 46 nation 46 52 56 59 finland land of purity and authenticity from climate to agriculture a land of extremes finnish gi a record number among nordic countries interview with jari koskinen finland s minister of agriculture 52[close]
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research lex sustainability additional value for certified products 62 marketing 62 68 the european commission launches crowdsourcing gis the oldest intellectual property protection 72 68 melting pot gi-finance gi-retail harrods uk uk uk green mountain coffee roasters usa 76 72 comparing gis and the financial world 80 76 86 gi-history gi-special 80 92 historical quality in the dna of italian products italy 50th anniversary for the consorzio del prosciutto di san daniele italy 96 86 food safety carabinieri anti-fraud unit italy 100 expo news news 92 107 vision 96 112 world gis news preview dossier on new european and extra-european registered products 121 100[close]
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gi-photo speck alto adige pgi specküberraschung every year the breathtakingly scenic village of santa maddalena in val di funes hosts speckfest the festival for speck alto adige pgi hans mantinger maestro in the art of cutting speck surprises visitors with artistic compositions actually created from this typical smo6 ked charcuterie from the northernmost province of italy.[close]
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a strategy for the valorisation of european flavours for the ep this is the key element for a competitive agricultural system simplifying procedures and export is important to stakeholders but the knot of financial resources is not that easy to loosen.[close]
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text felice adinolfi · original language italian effective communication protecting european quality the green paper on information and promotion for agricultural products opens a debate on the safeguarding of the european social model the european union has set up a consultation system aimed at improving the efficiency of promotional activities has been realised thanks to programmes co-financed with european resources this has been achieved with the publication of a green paper on the promotion of agricultural products it is a document that doesn t actually contain real proposals only the intention of representing just one starting point for a debate that will tend to privilege self-promotion and stakeholders proposals the objective is to improve and develop a tool box that will be made available by europe for european producers and their associations something that has already seen significant results the green paper emphasises these results and has made them the basis of the debate outlining two basic major priorities the simplification of tools and the improvement of information provision and promotion measures the aim is to work towards a greater coherency between the aforementioned and the opportunities of increasing awareness of european food quality on both the internal and external markets prior to the release of a specific communication which will be followed by a legislative proposal that should be formalised by the end of 2012 contributions from consumers producers distributors and public authorities will be taken into consideration in the formulation of the policy the commission s document underlines the motivations behind the search for more efficient tools and communication and information provision the main motivation is to ensure that the material and immaterial qualities of europe s extraordinary agri-food heritage can be exploited both within europe and in external markets starting with an awareness of the distinctive features and characteristics of these products this will begin with regulations for ensuring the public s health it is well known that european farmers are subject to much more severe and challenging re10 gulations compared to farmers in the rest of the world and the market also has a hard time in recognising these basic traits which are not only about the healthiness of food but also about the well-being of the animals and environmental conditions of the farming area if the background information that accompanies the product is not capable of proving that these standards have been adhered to then that which today is an important piece of a larger jigsaw i.e the european social model risks being transformed into a penalisation not only for european farmers who support higher costs than those of their competition but also for consumers who are not able to recognise and evaluate the social benefits that are incorporated into food products originating from within the eu more efficient and focused communication can contribute to resolving this problem at least in part and in to helping our farmers to be more competitive on both the domestic and non-eu markets the green paper raises a total of sixteen questions see box page 12 about which it asks for the stakeholders opinion these questions range from the space that should be dedicated to origin and quality certification to message content from the opportunities to organise and encourage the complementarity of available tools to the identification of the specific information needs which characterise the internal and external markets the paper s intention is to take stock of the situation and to share results achieved in the past with the aim of evaluating them in order to move into a new phase in which information and communication programmes are able to have a stronger impact therefore there is nothing new or any concrete proposals to evaluate in the face of the great changes that are affecting the agri-food market the intention is simply to open an arena in which policy objectives can be up-dated that which is clearly revealed is that the commission wants to give information programmes a more incisive[close]
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value on the non-eu market between 2007 and 2010 these programmes represented just 29 of the number of similar initiatives co-financed by the eu and only a little over 25 of committed resources the commission also wishes to encourage a greater synergy between different programmes or multi-country and multi-product programmes the idea being to provide them with incentives for their consistency and financial capacity currently the european union sets apart about fifty million euros a year for the co-financing of information on and promotion of european agricultural products and it is generally the producers associations consortia and bodies that represent the interests of farmers who benefit the last decade has seen the financing of 458 promotional programmes which have involved products from all twenty seven member countries promotional campaigns have utilised the media radio television and internet fairs information points campaigns in sensitive places and other tools both within europe and externally the results of which have been judged extremely positively by the commission s document the sixteen questions contained in the green paper question n 1 to meet the new challenges in local european and global markets and ensure the greatest possible added value for europe what should be the aims of the agricultural product information and promotion policy be in addition to measures already taken by other players e.g the private sector what contribution should this policy make question n 2 what information and promotion measures should be put in place to develop stronger local and regional markets question n 3 what are the specific needs in relation to information on and promotion of european products and what should the aims be in the internal market question n 4 what measures should be developed to achieve the aims set and thus optimise the european union s intervention in the internal market question n 5 what are the specific needs in terms of information on and promotion of european products and what should the aims be in the external market question n 6 what measures should be developed to achieve the aims set and thus optimise the european union s intervention in the external market question n 7 who should benifit should priority be given to certain beneficiaries question n 8 in order to develop more effective and more ambitious strategies for accessing local european and global markets are there any conceivable synergies between the various promotion and information tools available to the eu question n 9 which agricultural and agri-food products should be eligible and what criteria should be used to decide question n 10 to be more incisive which means of promotion should be used should the focus be on promoting key messages such as `5 portions of fruit and vegetables a day or `the taste of europe or on product ranges such as cheese wine etc question n 11 would it be appropriate to provide more space for the indication of origin of the product and what criteria should be used to decide question n 12 would it be appropriate to use brands as a promotion tool in the external market and what criteria should be used to decide question n 13 what is stopping the presentation and implementation of multicountry programmes what would need to be done to encourage these programmes with a greater european dimension question n 14 do any other types of programmes and or tools need to be developed question n 15 how can the selection and implementation of programmes be simplified and improved question n 16 participants are invited to raise any questions concerning the information and promotion policy for agricultural products that have not been covered in this document green paper promotion media synergies stakeholders quality today in the new arena opened by the green paper european society has the chance to contribute to the up-dating of the markets vision and to offer ideas as to how the impact of the eu s commitment to promote the quality food concept can be improved an effort which up until now has been characterised by many high points as well as a few low ones as highlighted by the same document published by the commission above all it is underlined in the fact that the multi-country and multi-product programmes have been insufficient in both numbers and value which is also due to the greater bureaucratic complexity that has accompanied these promotional initiatives secondly the geographical cover of the initiatives could be improved by taking into account the diversity of european agriculture which has not yet been fully exploited through the initiatives that have been realised up to now finally the influence of the campaigns on external markets is still very much contained and this represents a limitation in an era of new opportunities connected to consumption in emerging countries as well as of new threats linked to a competitive arena where important new players are beginning to attack the market shares held by europe which still however remains the world leader of agri-food commerce 12 glossary green paper a reflective document by the european commission that generally represents the basis of didiscussions about topics of european interest and which precedes the realisation of special legislative proposals web http ec.europa.eu/agriculture/promotion/index_en.htm point[close]
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text angelo di mambro · original language italian · photos eu polish presidency budget difficulty for promotion measures according to meps the green paper brings to light the necessity for ambitious promotion policies for quality agricultural products everyone agrees on the necessity of an incentive system for more incisive promotion but at what price and above all where do we find the resources this is the question put to european politics after emerging from the debate on the european commission s green paper on promotion measures and information provision for agricultural products a reinforced value-added european strategy for promoting the tastes of europe which was presented on july 14th of this year it is more than just a group of indications rather an assembly of questions addressed to the world of food production and transformation of consumers representatives and of farming and interprofessional organisations with the aim of gathering ideas on how to improve the support framework for the promotion of agricultural products among the intentions of the commission is that of complimenting the quality package the approval of which is already underway starting with the publication of a green paper that will have its first outlet in a communication in the first semester of 2012 and then in the first legislative proposals the following autumn if the object of the quality package is to rationalise procedures increase protection and simplify the access and use of european places with indications of origin pdos pgis and tsgs the green paper aims to stimulate the presentation of proposals to realise an efficient information and promotion system for eu agricultural products and not only those which are registered in the door database in the internal market and in third countries this subject was the main point on the agenda at the informal summit of european agricultural ministers in wroclaw poland the topic of promotion for quality european agri-foods represents one of the fundamental blocks with which we can build a competitive agricultural system underlines paolo de castro chairman of the european parliament s agricultural committee who was present at the summit the work that the commission has done up until to now can be merited for its support of the idea of the complex functioning of the european system of food quality and i believe that it can also define itself as being coherent with the expectations manifested by the parliament s agriculture committee with the approval of the report on european regulations for the quality policy that was overseen by my spanish colleague garcia-perez according to the general orientations that are emerging from the debate the revision of promotion policies must progress towards tools that guarantee a greater flexibility and reactivity orienting communication projects outside of the eu and not only internally the above-mentioned policies also need to become a fundamental element of the new common agricultural policy which will come into effect after 2014 the current framework can be improved in many ways starting with export inclination we need to do more on noneuropean markets says commissioner dacian ciolo because 75 of promotion measures are actually directed at the internal market with the exception 13 paolo de castro chairman of committee on agriculture and rural development ep[close]
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of wine fruit and vegetables we need to work towards at least 50 of programmes that have third countries as their target a direction that has a large following in both civil and political society perhaps by not only concentrating on investments in the promotion and quality of agri-food products targeted at the eu but also on commercial agreements and bilateral exchanges with third countries explains giancarlo scottà euro-mp of eld these countries could introduce typical products from their territory into the european market it goes without saying that they would have to have our same standards of production and quality up until the point that competition is stimulated and the consumer is able to choose in a balanced way the united kingdom s delegation in wroclaw suggests that emerging economies should be the main target the spanish representatives would like communication campaigns to be supported by market analysis and many of the delegations emphasised the importance of a correct valorisation of indications of origin however to increase export inclination we need more financial resources a real critical factor that was confronted in wroclaw with regards to a number of issues was the subject of financial endowments a topic that will be of great importance throughout the en tire debate and that will have fundamental consequences for the efficient future of eu promotion policies firstly there are the somewhat disappointing accounts which support the current promotion framework for eu agricultural products to present them is the same eu commission with data that underlines how in europe the budget for promotion policies is currently 53 million euros a year wine fruit and vegetable excluded while in the usa they spend 200 million these numbers were at the centre of the debate in wroclaw commissioner ciolo said it the polish rotating presidency underlined it the delegations of many member states that took part in the informal council meeting confirmed it while minister marek sawicki called for a greater valorisation for quality to conquest new markets and to adequately communicate the richness the high standards of production and the wide range of variety of european agricultural products the budget for promotional projects must be increased in a moment in which the economic crisis is ferociously attacking countries in the euro area it is not an easy knot to loosen the debate on new measures and the cap s reform is proceeding at the same rate as that of the multiannual financial framework 2014-2020 in which a large part of the member sta informal meeting of eu ministries of agriculture wroclaw poland 14 point[close]
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