1. Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci

2. Main difficulties of agriculture in the nineties Collapse of prices of undiversified products Prevailing dependence by compensatory funding for agricultural sector More and more weak EU financial support Unstoppable decrease of jobs in the sector (inability to attract young people)

3. The situation today Meat, milk, cereals and forage cost today as 15 years ago. In the last years the profitability of wine and olive oil has strongly decreased Despite specific policies, the haemorrhage of human resources from agriculture keeps on. Examples of Italian Leader areas:  In Piemonte since1990 to 2000: – 38% farms (around 37.000).  In Basilicata since ’95 to 2001: –7.000 jobs in agriculture (- 25 %)

4. Which rural territories in 2013?

5. Which strategies to add value? In consumers approach In policy makers attention In producers mentality We have to take into account that in 10 years of radical cultural changes have happened:

6. Consumers of 2000 Curious: searching authentic experiences more than products Realists: (very) careful to the quality/price relation of the acquired product/service Social: interested in relationships and situations that create “community” And then,…… informed (very),…… autonomous (they feel like deciding),…….. ethical….

7. The gastronaut (1) metamodel of a consumptiom style (1/2) Territory is a metaphoric place fruit of a collective culture that produces symbolic values. The gastronomic layers are real cultural assets. Tradition is a successful innovation. Landscape preservation is the better territorial origin protection for products. Globalization also produces diversity. It pushes to experiment breaking dominant schemes. ……..about territory:

8. The gastronaut (1) metamodel of a consumptiom style (2/2) "The man is an omnivor that eats meat, vegetables, imaginary." “To eat the territory” it designates the tension to know and to sniff of the gastronaut. The tourist finds, the gastronaut looks for. The end of a trip is only the departure of another. …. about gastronautic consumer: (1) Davide Paolini “Carta del gastronauta”, www.gastronauta.com

9. Policy makers More aware of the value of gastronomic identity for the territory All careful to tourism (or to the politics to improve fruition of the territory) Have changed perception on farmers: from protected (and monitored) category to territorial marketing factor

10. Wine routes in Italy (2) 100 wine routes 1.135 municipalities (14% of Italian municipalities) 4 millions wine tourists (increasing 6% per year) 2.000 millions euro of touristic consumption connected to wine 1.400 public bodies around 6.000 private actors involved (2) “ IV Rapporto sul Turismo del Vino”, Censis Servizi S.p.a. 2004

11. LESSONS FROM THE MOST RESOURCEFUL PRODUCERS (1/2) Strongly trust in the “Territory” or in the potential represented by the local patrimony of identity and specificity. “uninhibited” frame of mind towards the market. Mentality change

12. LESSONS FROM THE MOST RESOURCEFUL PRODUCERS (2/2) To develop the local productions that can bring added value To improve his own professionalism in transformation and marketing To reach the "valley side" of the food chain to directly manage commercial relationships Change in business orientation

13. Today everyone perceives that the rural territory is called to answer to new needs Of quality and safety of the products Of preservation of environmental components as biodiversity, cultural identity and landscape, otherwise destined to disappear Of use of the leisure time and of “rural experience” Of residency of more or less temporary kind

14. Added value of a product It is essentially based on 3 categories of factors: Territorial identity Professionalism of human resources Local races or varieties

15. Qualità: Certificazione o fiducia ? Local strategies of added value. Some issues (1/5).

16. Fonte: monitor alimentare, DOXA 2003

17. The consumer: Client or partner? Local strategies of added value. Some issues (2/5).

18. “Responsible” consumption in Italy (3) 36% of consumers pratices kinds of “responsible purchase” From 1994 to 2005 the number of solidarity purchase groups of citizens (Gas) passed from zero to 220 The association Slow-food has 35.000 members, 360 clubs e 200 “garrisons” (3) “Scegliere bene”, indagine Iref-ACLI, 2004

19. Territorial planning: Government or governance? Local strategies of added value. Some issues (3/5).

20. Italian “Wine routes” weakness Agreement among partners on strategies and programs Public funds raising Quality of welcoming in the firms Structural lacks (tasting points and sale networks) Scarce presence of museums and wine galleries

21. Integrated territorial strategies of added value: Characterization Protection Valorization Local strategies of added value. Some issues (4/5).

22. Support to enterprises marketing collective actions: Local strategies of added value. Some issues (5/5). Small and “tailor made”

23. OrganismoN.FunzioniGiro d’affari Sapori dei Pirenei111111 Direttore Responsabile GDO Segreteria 2 mln EURO Produttori di Senna e Marna 1 0,7 Direttore Segreteria0,6 “ “ Bia Na Rì1 0,5 Direttore Segreteria0,2 “ “ Agrupacion (Valle del Jerte) 1111 Direttore Segreteria0,6 “ “ Agronatura0,5 Direttore Segreteria0,3 “ “ Esempi di dimensione di uffici commerciali

24. It can be reassumed in sustaining a virtuous triangulation: The work of LEADER Use of endogenous resources Added value creation Employment for “weak” targets