Prof Johann Kirsten Chair: Karoo Development Foundation How the “natural assets and heritage” of the Karoo can be used to promote rural development Prof Johann Kirsten Chair: Karoo Development Foundation

Rural development ‘….multi-dimensional: improved provision of services; opportunities; better infrastructure; social cohesion; …effective provision for the vulnerable..’ Much broader than poverty alleviation – place emphasis on change in rural environments. The Comprehensive Rural Development Plan in SA comprises of 3 operational phases, translating into 3 key programmes: Meeting basic human needs Rural enterprises Small Medium and Micro Industries The approach emphasises the mobilisation and organising of rural people into functional groups to effectively take charge of their own development But agriculture is critical for rural development ; 51% of all rural workers in SA are employed in agriculture!

Agricultural growth offers: opportunities to reduce food shortages at all levels by: ↑ the supply of food ↑opportunities for the vulnerable and unemployed ↑ consumption and improved nutrition ↓ or stabilising prices a stronger impact than other sectors a recognised means of economic growth The question is: how can we promote agricultural growth and how can we unlock our natural assets and heritage to grow agriculture?

her·it·age (er.fe.nis) Noun Property that is or may be inherited; an inheritance Valued objects and qualities such as cultural traditions, unspoiled countryside, and historic buildings that have been passed down from previous generations - the richness of our diverse cultural heritage - a sense of history and heritage

Food as Heritage We eat to live, and food also carries with it the smells and tastes of places, families and histories. It matters to us what we eat, when we eat and how we eat. Food heritage is linked to questions of ecology, sustainability, health and landscape. France is the first country to acknowledge food as part of the country’s heritage. Museum and heritage projects around food are growing rapidly: ‘week of taste’ in Flanders each November to celebrate food consumption, production and the food heritage of different cities in the area. promotes local products and restaurants at the same time as building communities and encouraging reflection on the heritage and politics of food. In 2010, Spain, Greece, Italy, Morocco, France and Mexico successfully nominated the Mediterranean Diet; Mexican Cuisine and the Gastronomical Meal of the French as part of the Intangible Cultural Heritage of Humanity under the UNESCO Convention In South Africa, exploring food as a heritage issue can raise interesting questions about identity, our relationship to the land, the availability and quality of local produce, poverty and health. It also offers obvious spin-offs in the form of product development and obviously economic value and development.

How are European farmers protecting and utilising their heritage? Through the European system of Geographical Indications (GIs) PDO, PGI, AOC Examples: Parma Ham; Roquefort; Champagne Other examples for sheep/lamb…

L'AGNEAU DU LIMOUSIN

Bareges Gavarnie Bareges Gavarnie PDO – sheep meat from the geographical area of the Pyrenees mountains (Hautes-Pyrénées, France). All stages of production have to take place in the defined geographical zone: altitude: 600 m to 3298 m. Why AOC Bareges Gavarnie? To guarantee a strong local identity and to preserve ancestral know-how… To ensure the origin of the product ... To contribute to the preservation of the local environment and the local architectural heritage... To help maintain the social fabric, helping small scale producers in an otherwise fragile economic setting. “All the flavours of the mountains on your plate”

The Natural Assets and Heritage of the Karoo Open Spaces, pristine landscapes Clean air, clean skies, stars Paleontological treasures Khoi-San history / art / artefacts Old-town and farm architecture (Korbeelhuise) Culinary heritage

Linking heritage with latest food trends A repositioned palate: Foodies are interested in their food’s stories, freshness, provenance and hand-made pedigree, as well as the taste. Seeking true transparency: Important elements—avoidance of undesirable substances, an aura of natural, real, or close to the farm, as well as some ethical, sustainable, and humane criteria. Generally a need for honesty and transparency. Farmstead Formulations: Farm brands, small-producer suppliers, and the mainstreaming of farmers’ markets. Consumers have a growing appreciation for—all things “farm.” 50% of consumers look for “local” descriptors. Locally sourced meats topped the overall list of ACF chefs’ hot culinary trends for 2013. Anything LOCAL is “cool”!! The KAROO is LOCAL; SOUTH AFRICAN and “COOL”.

ocal True to the Karoo

The Karoo is one of the “assets” of the Northern Cape because of its reputation, evocative value. It therefore has a strong commercial and marketing value which can be utilised by farmers in the Northern Cape, but…. the name “Karoo” has been widely misappropriated with various individuals and businesses using the name “Karoo” as if they are selling true Karoo products such as “Karoo Lamb”.

Karoo Lamb as Geographical Indication The unique identity of Karoo Lamb has an unmistaken link with the region Shares most of the characteristics of a product from a designated origin (region) Known in the European Union as a Geographical Indication (GI) such as Champagne, Parmesan Cheese and Parma ham. We need to protect the Karoo name in order for the name to have “value”.

How do we protect the name, reputation and identity of the Karoo? A trade mark? No – Karoo cannot be appropriated. It belongs to the inhabitants of the Karoo. Only option is a certification mark in the absence of ‘sue generis’ legislation. This mark should guarantee the ‘origin’; ‘integrity’ and ‘reputation’ of the product.

A certification scheme for Karoo Meat of Origin The case for a certification scheme for Karoo Meat of origin Current legislation prohibit the misuse of regional names for food products. Consumer Protection Act Agricultural Product Standards Act, 1990 (APS Act): Regulations regarding the classification and marking of meat intended for sale in the Republic of South Africa – Government Notice No. R. 863 of 1 September 2006.   New regulations on food labelling (Regulations Relating to the Labelling and Advertising of Foodstuffs, No R 146 of the Foodstuffs, Cosmetics and Disinfectants Act, 1972 (Act 54 of 1972) Issued in 2010 and enforced since 1 March 2012.: Misleading descriptions such as healthy or healthier or additive-free or veterinary medicine-free or which indicates the more humane treatment/rearing of food animals, such as, but not limited to, “grain fed”, “grassfed”, “Karoo lamb”, ”natural lamb, “country reared”, “free range”, “pure”, “organic”…….., So it is “illegal” to indicate “Karoo Lamb” if it is not supported by a protocol “approved” by the registration process under the APS act of 1990.

The steps followed by KDF to protect reputation and identity of Karoo Lamb Development of protocols and standards – a 4-year process in consultation with producers and abattoirs Protocols approved by DAFF in May 2010 – thus it is now legal to sell meat with Karoo Lamb stamp – if you comply with protocol. Certification mark designed and approved Submitted to CIPC in February 2011 for registration

Final certification mark

Meat carcass stamp

Process since submission of application in 2011 Full Statement of case submitted to CIPC in Nov 2011. Certification Marks published in South African Patent Journal on 24 June 2012 - 3 month period for notice and submission of opposition 3 month period past on 24 September 2012 without any opposition Final legal documentation received in January 2013. Certification Mark and insignia are now protected by SA law. The ‘Karoo Development Foundation’ is the proprietor of the mark on behalf of the Karoo region

Further steps in process Certification and audit process commenced in 2nd half of 2011 and first farmers and two abattoirs were audited and certified by SAMIC First deliveries of certified meat took place in November 2011 Currently 178 farmers (800 000ha) and 4 abattoirs, 5 packers and 7 butchers/deli’s certified With certification establishments comply with regulations under: Meat Safety Act Agricultural Product Standards Act, 1990 (APS Act New regulations on food labelling (R146)

Pilot programme to commercialise Karoo Lamb Support from Western Cape Provincial Government between 2010 and 2011 Support from Northern Cape Provincial Government for period 2012 to 2014 Appointment of commercial manager and admin support was made possible Website, facebook launched Marketing agents appointed, delivery trucks acquired Consistent weekly supply to Gauteng and Western Cape since mid 2012.

First retail launch of ‘certified’ Karoo Lamb

Key attribute of certified Karoo supply chain: Traceability KAROO MEAT OF ORIGIN : The official Karoo Development Foundation website

Proposed packaging for frozen meat

Marketing and awareness campaign Exhibitions / banners Website, Facebook Media coverage Glossy magazines – emphasising the identity and terroir attributes of the Karoo Lamb

“Naturally spiced lamb, the Karoo’s gift to you!”

Current and Future challenges “Claw” back the Karoo name Lift Karoo Lamb out of meat commodity mark and creating its own pricing and distribution structure Create a different ‘price point’ for Karoo Lamb Enforce quality and food safety standards Ensure producer control of supply chain and form strategic partnerships with abattoirs, packers and wholesalers Prevent capture by retail chains Educate consumers about quality and value of Karoo Lamb