Identification of potentials Methodology and webtool 1

Outline 2 1. General presentation of the methodology 2. Establishing terms of references and the large inventory, steps Criteria for identification and web tool, step Archetypes and action plan, step 5

What is this methodology about?  Objectives  Methodology Entry points  5-steps process  Actors 3

Background  Stakeholders and policy-makers in agricultural and rural development wonder about the existence of an agricultural and food heritage and the possibility of developing a strategy based on the optimization of local products to support territorial development.  Similarly, within a given zone, local stakeholders may hope to identify their potential for optimizing their product in terms of origin-linked quality. 4

1. Identification: local awareness and assessment of potentials 2. Product qualification: setting up of the rules: the code of practice 3. Product remuneration: managing the system marketing the products 4. Local resources reproduction: assessment for ensuring system sustainability Public policies: support activities along the circle to enhance sustainable GIs Origin-linked Quality Virtuous Circle

Objectives of the methodology “...to provide an approach based on the identification of origin-linked products to be used as levers for sustainable rural development through the quality virtuous circle they rise” 6  To propose a set of criteria for analyzing: 1. the potential for entering the virtuous circle → Existence of origin-linked quality 2. the potential for capitalizing on this origin-linked quality → Economic development and heritage preservation  To propose a general inventory procedure for regional/national level global policy

Promoters and users Target: the public and private stakeholders who need to identify the potential of their product(s) to contribute to the sustainable development of their zone:  at the level of a region or country (for carrying out an inventory) in the framework of a global rural development policy  In a territory, the specific production area concerned by a product. 7

2 Entry Points Inventory – Global approach

References and Data Collection for local products Screening 1 Recommendations Screening 2 Recommendations and archetype [Step 1] Definition of objectives, terms of reference and strategic orientation [Step 2] Systematic Inventory for local products [Step 3] Identification of quality linked to geographical origin [Step 4] Identification of potentials for development Selection of Pilot Products [Step 5] Definition of action plan for pilot products Global action plan Product Assessment through Web Tool 5 Steps in the global approach

[Step 1] Definition of objectives, terms of reference and strategic orientation [Step 2] Systematic Inventory for local products [Step 3] Identification of quality linked to geographical origin [Step 4] Identification of potentials for development Selection of Pilot Products [Step 5] Definition of action plan for pilot products Web tool user in consultation with local actors who know the product well Public decision- makers at a global level –Decision-makers of the concerned region (or country) –Regional Manager Public decision- makers at a global level –Decision-makers of the concerned region (or country) –Regional Manager Group of experts covering the various spheres of expertise Local Public Actors –Decision-makers from the territory of the pilot products Local Public Actors –Decision-makers from the territory of the pilot products Local Actors –Value-chain actors –Producers’ organisations –Representatives of cultural interests, consumers and environmental protection (if necessary) Local Actors –Value-chain actors –Producers’ organisations –Representatives of cultural interests, consumers and environmental protection (if necessary) Actors involved

Step 1 and 2 11

Step 1 Definition by policy-makers of the terms of references of the global strategy for the region or country concerned Definition of :  The roles to be played by each stakeholder, public or private,  The long-term goals for the zone, the objectives to be achieved  The resources (human, financial, time) to be mobilized Nomination of a “regional manager” whose role is to supervise implementation of the strategy. 12

Step 2 Preparation of a list of promising local products This list has to be broad and exhaustive for establishing a sufficient pool among which to identify products of origin-linked quality  Collection of information for establishing a database (product fact sheet), taking into account the terms of references of the global approach  expertise of various types: culinary culture, history, geography, environmental sciences, economic promotion, rural development, agricultural economics, agri-food marketing, food health security and trademark and geographical indication law 13

Product Fact sheets 14 a)References (author[s], data, title, publisher) These references are varied: books, memoranda, magazine articles, radio or television broadcasts, internet sites, films, statistics etc. These unprocessed data are collected so far as possible in electronic form in order to facilitate their filing and later use. b)Resource-persons (surname, first name, profession, postal address, address, telephone number) Details of resource-persons with in-depth knowledge of the product, how it is produced, its history, its use, the customs linked to it, or any other aspect interesting for a future economic, cultural or environmental optimization. These resource-persons can be mobilized in Step 4 in order to define and implement strategies for the specific product. c)Descriptive data Data are gathered so that a selection can then be made, and for this purpose they must provide information on all the criteria (cf. Table criteria). Information don’t only concern the product but all the production system and its territory If it is impossible or too costly to gather all the data, it is recommended that alternative means of evaluation be sought for each criterion and a summary qualitative evaluation be carried out in order for the most rational selection possible to be made.

Criteria for identification step 3 and 4 15

Criteria for identification 16 C REATION OF ADDED VALUES BY LOCAL STAKEHOLDERS 1. Potential for origin-linked quality 2. Potential for economic development 3. Potentials for stakeholders mobilisation 4. Potentials for social and environmental sustainibility 5. consumer trust Screening 1 Screening 2

Criteria for identifying an origin-linked product and factors for development CriteriaExplanation Quality linked to origin Link to the terroir Production is traditional (historical anchoring) and characteristic of the zone; the product incorporates unique features that cannot be reproduced elsewhere. Identity: the identity-affirming component of the product plays a preponderant role in its image, and the region is known beyond its borders for this product. If the product bears an identity-related name – the geographical indication (GI), shared by the producers and/or known to consumers – its existence is firmly anchored in the collective knowledge of the link and its particular features. Link to local resources: certain characteristics are linked to geographical origin; i.e. local human resources (know-how) and/or natural resources, including genetic resources in some cases, have a heritage component, conferring a unique character that cannot be reproduced in another region. Mobilization The collective formed by stakeholders from the local value chain of producers (raw materials, processors, others) can be mobilized: the motivation of the stakeholders involved in production is important in launching a collective effort and will be all the easier if it is supported by already existing interactions. The possibility of collective action for product optimization will be affected by the types of stakeholder involved and their diversity. Economic development Reputation: certain characteristics of the product or of how it is made have contributed to its high reputation in terms of a recognized quality (this can be measured by the higher price of the product compared with others of the same category and/or usurpation of its name on the market). The product as representative of the zone: it provides employment for a significant number of local stakeholders and its production is concentrated in the zone. The product is an engine of economic development for the stakeholders in the value chain (primary and secondary producers etc.), as a result of market trends and promotion activities, leading to improvements in the profitability and economic viability of enterprises (increased volume or price, or improved access to national/foreign markets). If product promotion initiatives (including those connected with tourism) already exist, quality enhancement action will boost the effects of these initiatives. Preservation of natural resources The product is linked to major issues concerning the sustainable reproduction of natural resources (fragile environments, vulnerable species and varieties, biodiversity) and the process may have a significant impact because of the role producers of raw materials can play in the zone through their practices and numbers. Preservation of social &cultural resources The product is associated with significant social and cultural issues, and its existence will contribute to maintaining a fragile local society; social equity and the redistribution of created value support the social sustainability of the system. Guarantees for consumers The process of recognition will establish guarantees for consumers in terms of traceability and quality, while also contributing to a variety in the choice of food.

Web tool  Product description  Screening 1: Identification  Questions (#11) and list of answers  Recommendations  Predictions on the type of link to the geographical origin  based on know-how and natural resources  essentially bound up with know-how  a weak or non-existent link to the geographical origin  Screening 2: Development  Questions (#37) and list of answers  Recommendations  Archetypes Online web tool Online web tool : 18

Important notice  The web tool is being experimented, this is not the final version : your feedback will contribute to improve it  The recommendations and archetypes generated during the two identification stages are provided as a rough guide for the stakeholders, at a certain moment and according to the data provided, to help launch reflection on their strengths and weaknesses, and thus guide them in defining and implementing their territorial strategy.  The predictions and recommendations do not prejudge future results (quality is a collective construction), they can in no way replace the views of the concerned producers who are the sole decision-makers with respect to the development strategy for their products, nor the one of public authorities in charge of the implementation of the related legislation 19

Archetypes and action plan step 5 20

Objectives of archetype  The global policy is translated into an action plan for each of the pilot products, with targeted measures, and in a global action plan  The main success factors, the potential impacts and the threats for each product (identified during screening 1 and 2) are summarized/combined within four archetypes  Recommendations are proposed for each archetype with regard to the development of the action plan in order to minimize threats and boost the contribution to sustainable development by taking its other dimensions into account 21

Archetype 1 Territorial Development The main drivers are as follows:  maintenance of local jobs  protection against delocalization of production,  increase in profit margins in the region  increase in allied activities such as tourism  increase in negotiating power within the value chain 22

Archetype 2 Economic growth The main drivers are as follows:  protection against wrongful use of the name and unfair competition  increase in prices  increase in turnover (including exports)  access to new markets (including respect for food security standards or logistical norms) 23

Archetype 3 Preservation of social and cultural resources The main drivers are as follows:  improvement in the image of the region  the hope of establishing links with cultural events  preservation of local communities  links with the culinary heritage  and, more generally, a communication strategy concerning the region’s resources 24

Archetype 4 Natural resource protection The main drivers are as follows:  preservation of specific local natural resources  preservation of local breeds  reduction in negative impacts on the environment from intensive farming  research on alternative ways of optimizing specific natural resources. 25

www. foodquality-origin.org Emilie Vandecandelaere – Marta Salvadori – Dominique Barjolle Food and Agriculture Organisation of UN Service de la qualité des aliments et des normes alimentaires (AGND) Tel: Thank you