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qualivita news journal title registered at the court of siena number of registration 5 date of registration 18/02/2006 director mauro rosatiissue 03 ­ february march april 2012 03 special v forum qualivita journal of geographical indications in europe and worldwide european union approves production planning ® the phenomenon of gi counterfeiting


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mauro rosati managing director login of institutionally recognised quality holds two simple objectives broadening sales targets and searching for alternative retail channels it is a sure and indisputable fact that most westerners who habitually eat out choose establishments that belong to what in technical jargon are referred to as horeca channels the highest level of consumption is registered within collective catering canteens commercial catering fast food bar etc and catering services and it is above all these kinds of catering that condition the volumes of food products i therefore believe that if the designation of origin system wishes to grow current circumstances call for it to move closer to this particular kind of catering in a systematic way in light of this the qualivita foundation is promoting an initiative which can assist in this encounter between quality products and commercial catering the qualivita certification scheme scq a new tool created with the aim of pushing commercial catering towards taking on a more transparent attitude towards consumers giving more attention to the legal aspects of the environmental sustainability of their activities and diversifying supply with menus that valorise terroir products it is only a first step but considering the numbers ­ in italy alone there are 21 million people who eat at least one meal out every day ­ improving certain distortions in food consumption and food preparation even just a little can have significantly positive effects a small revolution where we would prefer to see a million people move forward a metre rather than only a thousand a kilometre first of all i would like to thank all of those who participated in the v forum qualivita on food quality in brussels last november a particular thanks to the speakers who made a fundamental contribution through their extremely high level speeches a broad synthesis of their contributions are related in the dedicated special of the journal while at european level the debate on the quality package is still open the dairy supply chain got a yes to production volume management with the milk package just one of the many requests made by the three producers associations cnaol aicig and origen españa to the european commission and parliament at the forum qualivita with this measure which we hope will be extended to other supply chains come easier tools for managing appellations like real businesses a great step forward after the many stimuli received from the speeches during the forum i am even more convinced of our proposal or rather of asking the european union for a control room for quality agri-food one which covers both the promotion and monitoring of the implementation of quality policies this request is motivated by the fact that if a european agricultural and food policy really wants to base itself on the concept of quality it must absolutely arm itself with tools capable of supplying a much broader range of analyses and studies to support political decision makers in the stages of legislative planning elements already revealed by the european court of auditors last november cecile bassot managing director of sopexa one of the most established marketing agencies in the world of promotion said that she was also convinced of this necessity we hope that the european commission takes our deliberations into account within the publication of the green paper on promotion there is no doubt that the future of appellations which together with organic productions are the pivotal axis


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quality is your trust accredia is the sole national accreditation body recognised and authorised by the italian government to assess the technical competence of certification and inspection bodies testing and calibration laboratories against internationally agreed standards as a signatory to the international agreements of mutual recognition accreditation by accredia has worldwide validity ensuring competence and reliability and providing a comprehensive service covering the entire supply chain www.accredia.it 2


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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 irina kireeva lawyer at nctm o connor 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 nicoletta lucia federica oliva marilena pallai 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 andrea d amore niccolò bindi photos bruno bruchi cover picture and other photos advertising pr comunicazione@qualivita.it elena conti printing tipografia gori prato circulation 6.000 hard copies and in digital form on app qualivita publisher judson o berkey managing director ubs bank alberto mattiacci full professor of management at university of rome lasapienza irene bocchetta eu protected food names manager adas bernard o connor nctm o connor associate and visiting professor at the bocconi university milan expert in geographical indications law dominique chaillouet journalist expert in pdo and pgi 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 adriano profeta researcher at the bavarian agricultural research center researcher daniele giovannucci co-founder and director of 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 archivial studies and informatics at the university of macerata piazza matteotti 30 53100 siena 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 partners associazione italiana consorzi indicazioni geografiche qualigeo.eu project organisateur co-organisateur associazione italiana consorzi indicazioni geografiche soci fondatori directorate-general for agriculture and rural development con il patrocinio le attività della fondazione sono sostenute 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


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summary 6 gi-photo focus special moules de bouchot de la baie du mont-saint-michel pdo france 6 8 european production planning 8 14 v forum two days to talk about the quality factor thanks to qualivita q factor the v forum qualivita on agri-food quality 14 different perceptions of quality at the v forum 17 italy within the globalisation of quality 22 innovation a challenge for the future of agri-food 23 26 point agropiracy a weak point for quality products and a european and international view on intervention strategies intellectual property and the international protection of gis 26 the state forestry corps and the fight against counterfeiting 32 a synergetic answer to agropiracy from france 36 the eu against financial frauds within and outside its borders 40 44 people 52 44 48 interview with minister mario catania italy interview with chef pedro subijana chairman of euro-toques spain organisation jafic foundation japan sopexa france 56 52 56 producers network consorzio prosciutto di parma italy 60 60 product lough neagh eel northern ireland 64 64


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nation germany a pure and genuine land the way of quality the upstanding example of bavaria in germany interview with helmut brunner bavarian minister of agriculture 70 75 70 research gis in europe and the usa 78 marketing 78 84 a code of ethics for geographical indications legislation 84 88 gi system defending traditional georgian wines melting pot gi-finance gi-ho.re.ca news interview with colin sage ireland 94 88 a new food policy for a sustainable future 98 94 102 the qualivita certification scheme expo news vision world gi news 107 98 111 102 preview fact sheets of newly registered products 120 111


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gi-photo moules de la baie du mont st michel pdo each year more than 3 million people visit mont saint michel in normandy france as well as being one of the most noted and visited french tourist sites it is also where the mussels of the moules de la baie du mont saint michel pdo designation are bred attached to poles and exposed 6 to the strongest tides of the french coast.


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ap p e ll a t n io 7 d ori g


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focus 8


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text felice adinolfi · original language -italian new european regulations for the dairy sector production planning and contractual economy to manage market risks starting with the milk package one of the main arguments at the centre of the debate on the future of the common agricultural policy cap is the issue of how to manage market risks a subject that for some years has reverberated for various reasons on the capacity of the european agricultural fabric some of these are historic and linked to the distinctive structure of agricultural markets in fact farmers are considered to be price takers or rather incapable of conditioning the market due to the productive pulverisation of a sector counterbalanced by a relevant concentration in the downstream stages particularly in the retailing area this means that the transmission mechanisms of prices tend to penalise the weakest part of the supply chain both when there is a fall in prices which is blamed on farmers and an increase in quotations often conveyed by the parallel increase in input prices and greater margins in the final links of the supply chain other causes are more recent and concern the high volatility that has been characterising the course of agricultural raw materials over the past few years the turbulence of the markets has brought back the popularity of the food supply safety spectrum and maybe for the first time the risks associated with the new scenario of foodstuff scarcity have pushed agriculture and the processing industry to define common expectations many of these are conveyed in the entire european agro-industrial system s aspiration towards formulas for the stabilisation of productive relationships between who produces and who processes the product both parties need to be sure of prices and available volumes europe s first important intervention on this front concluded with the approval of the milk package on february 15th an initiative which followed the profound crisis experienced by the dairy sector in 2009 and about which on december 6th of last year the european parliament and the eu s council of ministers of agriculture reached a political agreement amending various parts of the commission s proposal this means that there will be new regulations for contractual relationships within the dairy sector amending the existing council s regulation eec 1234/2007 the objectives at the base of the new regulation package were defined following the reflections and indications of the special high level group of experts established by the eu commission immediately after the 2009 crisis the package will favour the rebalancing of the market through economic contractual mechanisms or rather productive pacts between farmers and processors the aim is to contribute to the stabilisation of farmers incomes by reinforcing negotiation power and increasing transparency throughout the productive supply chain how can all of this this happen thanks to the support that will be given to producers in order to negotiate prices by organising themselves on a collective basis agricultural markets competitiveness supply management food supplies this should allow for a progressive improvement in the transmission mechanism of prices and a lower deviation between output prices and those of wholesale and retail as well as the possibility of defining contractual mechanisms with the contribution of representation formulas in the interests of the parties involved represented by both producers organisations po and inter-professional organisations the provision for formal contracts should marginalise unfair practices and promote greater coordination in both production and processing obviously the existing differences in the contractual law of the various member states will above all leave the latter room to move in regards to the tool s mandatory or not requirement 9


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emerging from the co-decision procedure to which both parliament and the eu s council of ministers of agriculture are committed to is the fact that member states could be able to opt between mandatory or facultative contracts with the possibility subject to agreement with the various interested parties of the supply chain of defining a minimum semester duration for the assumed commitments the contracts to be stipulated in written form should contain a series of fundamental mandatory elements including an agreement on volumes and delivery prices calculated by combining a series of representative factors of market dynamics the producers organisations formula based on the already existing model of the horticultural sector is extended to the sector and sanctions the recognition of inter-profession which should carry out activities focused on the improvement in awareness and transparency of production and the market research and market studies promotion of consumption and exploration into the potential exportation of products activities focused on the rebalancing of relations throughout the supply chain maintenance and growth of productive potential using the promotion of research into the creation of products with higher added value in order to not prejudge complying with competition rules the negotiable volume of raw milk between producers organisations and transformers cannot exceed 3,5 of total european production and must not exceed the threshold of 33 of national production in every member state there is an exception for countries whose production is inferior to 500.000 tons for whom the proposed limit is 45 a fundamental detail will be established within this framework and that is the promotion of agricultural producers contractual power the possibility to activate mechanisms destined for production planning or rather for planning the volumes to put on the market based on demand with the aim of avoiding excess supply and the consequent fall in output prices in respect to complying with the rules of free competition this possibility should be granted to quality certified dairy products it is up to the member state to define the rules of supply management these rules should be subject to a formal understanding between the parties which should involve at least two-thirds of the raw milk producers used for the production of cheese in its entirety this is an important provision which induces the quality dairy production supply chain to organise itself better and to build on the productions distinctiveness with the prospect of competitiveness a regulation whose confirmation would not only represent a significant historic tool for european farmers but also an unequivocal sign for the direction of sustaining the economic social and territorial values associated with quality food production 10 a provision which today finds a place within europe s intervention in the dairy sector but one that we will also be keeping a keen eye on for other sectors the same applies to the possibility of stipulating collective value contracts in order to stabilise relations throughout the supply chain in a new scenario where market volatility seems destined to become a systematic factor and in which resources intended for public intervention are destined to decrease the idea of rebalancing markets through regulations which will lead the actors of the supply chain towards common objectives leaving the role of guarantor of the obligations assumed by the parties involved to the public seems to be one of the most important solutions to building a new generation of policies for the european agricultural system glossary price taker a subject that does not have the possibility of influencing the determined price of goods or of a service that is bought or sold due to the presence of market conditions that make any type of strategy in this area impossible or irrelevant volatility indicator of relative variations to prices over time inter professional agreements agreements recognised by the state between different operators of the supply chain for a product or product category with conditions that associate those professional organisations which most represent production and depending on the case processing and commercialisation.


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special two da ystota lk a bo ut th e quality factor thanks to qualivita 12 v forum


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an intense dialogue among institutional representatives sectorial associations and companies an occasion to stress the importance of the cap s future in a world that is changing regulation of production volumes sustainability and innovation the forum s key themes 13



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