http://www.fao.org/in-action/quality-and-origin-program/en Opportunities for sustainable development and qualification of agriculture industry

1. LAP Project
“Certification of traditional agro-food product”
Leskovac Ajvar – Protected Origin Denomination
LAP Project
“Certification of traditional agro-food product”
Leskovac Ajvar – Protected Origin Denomination
Beograd – December 3 – 4, 2008
Opportunities for sustainable
development and qualification of
agriculture industry
Opportunities for sustainableOpportunities for sustainable
development and qualification ofdevelopment and qualification of
agriculture industryagriculture industry
Quality Food products linked to geographical
origin and Tradition in South and Eastern Europe
Quality Food products linked to geographical
origin and Tradition in South and Eastern Europe

2. Pag. 23 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Local context and history of the initiative
• Rich agricultural and food heritage of the region
• Long tradition of specific production process as well
as specific characteristics of Leskovac Ajvar
• Large number of a small individual farmers (paprika
processors and Leskovac Ajvar producers) –
unsatisfactory level of existing networks
• Low incomes of Ajvar producers
• Imitation of the final product
Local context and history of the initiative
• Rich agricultural and food heritage of the region
• Long tradition of specific production process as well
as specific characteristics of Leskovac Ajvar
• Large number of a small individual farmers (paprika
processors and Leskovac Ajvar producers) –
unsatisfactory level of existing networks
• Low incomes of Ajvar producers
• Imitation of the final product

3. Pag. 33 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe

4. Pag. 43 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Local context and history of the initiative
• RCCI Leskovac & Union of Agricultural Cooperatives
of Jablanica and Pcinja Districts developed LAP
project idea in cooperation with Italian partners
• 2007 - MoU between Chambers of Commerce of Siena
and Leskovac
• Overall aim: support socio-economic development
with specific attention to environmental aspects
• Team of experts: framework, needs, action lines
Local context and history of the initiative
• RCCI Leskovac & Union of Agricultural Cooperatives
of Jablanica and Pcinja Districts developed LAP
project idea in cooperation with Italian partners
• 2007 - MoU between Chambers of Commerce of Siena
and Leskovac
• Overall aim: support socio-economic development
with specific attention to environmental aspects
• Team of experts: framework, needs, action lines

5. Pag. 53 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Starting from LAP idea experts focused onexperts focused on……
EnvironmentEnvironment
Waste and
air pollution
Waste and
air pollution
Energy from
Renewable
Resources
Energy from
Renewable
Resources
Productive sectorProductive sector
SMESME
Quality, EMS,
other ECO-
QUALIFICATIONS
Quality, EMS,
other ECO-
QUALIFICATIONS
Marketing &
promotion
of regional
products
Marketing &
promotion
of regional
products

6. Pag. 63 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
and additional project ideas were identified:and additional project ideas were identified:
OrganicOrganic Production in AgricultureProduction in Agriculture
ProcessingProcessing Waste WoodWaste Wood
and Support toand Support to Wood Processing IndustryWood Processing Industry
RecyclingRecycling as an Every Day Practiceas an Every Day Practice
Renewable EnergyRenewable Energy fromfrom Agriculture,Agriculture,
Community Approach andCommunity Approach and AgricultureAgriculture forfor
Sustainable DevelopmentSustainable Development

7. Pag. 73 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Project in progress:
Certification and protection of Serbian traditional
agricultural product, recognizable with the protected
denomination of geographical origin – “Leskovac
Ajvar - POD”
Project in progress:
Certification and protection of Serbian traditional
agricultural product, recognizable with the protected
denomination of geographical origin – “Leskovac
Ajvar - POD”
General Objective:
Increasing of competitiveness and improvement of the
agriculture production in the South of Serbia by
introducing policies of qualification and certification in the
agro-industry sector.
General Objective:
Increasing of competitiveness and improvement of the
agriculture production in the South of Serbia by
introducing policies of qualification and certification in the
agro-industry sector.
Duration: 12 months

8. Pag. 83 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Why protection..?
Preserve traditions and specific characteristics of Leskovac Ajvar
Prevent falsification, misuse, imitation of product
Secure added value of final product complying with food safety
requirements
Create a product that will be recognized through out Serbia and
region
Maximize quality and profits on product
Increase the income of right holders and competitiveness
(protected product EU – 80% higher price then standard product)
Why protection..?
Preserve traditions and specific characteristics of Leskovac Ajvar
Prevent falsification, misuse, imitation of product
Secure added value of final product complying with food safety
requirements
Create a product that will be recognized through out Serbia and
region
Maximize quality and profits on product
Increase the income of right holders and competitiveness
(protected product EU – 80% higher price then standard product)

9. Pag. 93 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
OngoingOngoing↑↑ QualityQuality, distribution and export of traditional products, distribution and export of traditional products
PlannedPlanned
Application to EU for certificateApplication to EU for certificate ofof ““Protected OriginProtected Origin
DenominationDenomination –– PODPOD”” forfor ““LeskovacLeskovac AjvarAjvar””
PlannedPlannedQualityQuality disciplinarydisciplinary,, ↓↓ production + environmental costsproduction + environmental costs
DoneDone
Info andInfo and webweb sitesite -- http://http://leskovac.icarocortona.itleskovac.icarocortona.it
andand http://http://www.rpkle.rswww.rpkle.rs//
DoneDoneSerbianSerbian local teamlocal team establishedestablished
OngoingOngoing
ConsortiumConsortium/Association of pepper producers and/Association of pepper producers and
processorsprocessors
OngoingOngoingProducersProducers//SMEsSMEs trainedtrained
STATUSSTATUSEXPECTED RESULTSEXPECTED RESULTS

10. Pag. 103 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Food produced and processed in a
specified geographical area, the quality
or whose characteristics are
essentially or exclusively due to
geographic environment (including
natural factors and human).
All phases of production, processing
and preparation must take place in the
same geographical area on the basis of
recognized and proved experience and
according to a specific production
process (disciplinary of production).
Food produced and processed in a
specified geographical area, the quality
or whose characteristics are
essentially or exclusively due to
geographic environment (including
natural factors and human).
All phases of production, processing
and preparation must take place in the
same geographical area on the basis of
recognized and proved experience and
according to a specific production
process (disciplinary of production).
Denomination of Protected Origin– POD (Art.2 Reg.
CE 510/2006)
Denomination of Protected Origin– POD (Art.2 Reg.
CE 510/2006)

11. Pag. 113 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Association establishmentAssociation establishmentAssociation establishment
Registration request formulation
(includes elements attesting and demonstrating that
denomination is protected in the country of origin)
Registration request formulationRegistration request formulation
(includes elements attesting and demonstrating that(includes elements attesting and demonstrating that
denomination is protected in the country of origin)denomination is protected in the country of origin)
Submission of the request directly to
the Commission or through
Authorities of the country
Submission of the request directly toSubmission of the request directly to
the Commission or throughthe Commission or through
Authorities of the countryAuthorities of the country
PRODUCT REGISTRATION ITER (rif. third countries)PRODUCT REGISTRATION ITERPRODUCT REGISTRATION ITER (rif.(rif. thirdthird countriescountries))
Article
s
5 – 6 -
7
ArticleArticle
ss
55 –– 66 --
77

12. Pag. 123 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Publication in the EU Official GazettePublication in the EU Official GazettePublication in the EU Official Gazette
Within 6 months from publication O.G. parties
lawfully interested can present declaration of
opposition
Within 6 months from publication O.G. partiesWithin 6 months from publication O.G. parties
lawfully interested can present declaration oflawfully interested can present declaration of
oppositionopposition
Commission insert in the register the product
and publish the registration on UE O.G.
Commission insert in the register the productCommission insert in the register the product
and publish the registration on UE O.G.and publish the registration on UE O.G.
STOPSTOP
Positive
outcome of
opposition
Positive
outcome of
opposition
Negativ outcome or lack of
opposition
Negativ outcome or lack of
opposition
Article
s
5 – 6 -
7
ArticleArticle
ss
55 –– 66 --
77
Within 12 months Commission evaluate the
eligibility of registration of the demand
Within 12 months Commission evaluate theWithin 12 months Commission evaluate the
eligibility of registration of the demandeligibility of registration of the demandSTOPSTOP
Negative
outcome
Negative
outcome
Positiv answerPositiv answer

13. Pag. 133 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe

14. Pag. 143 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Challenges and difficulties encountered:
• Standardization of Leskovac paprika and Ajvar production
system, (including adoption of unique traditional recipe)
• Low investment in design and marketing activities
• Lack of additional financial resources – insufficient number
of introduced HACCP standards in most production facilities
• Difficulties to develop an effective control and supervision
system able to secure compliance to national and EU legal
framework
• Low cross-sector cooperation (Ministry of Agriculture,
Ministry of economy and regional development…)
Challenges and difficulties encountered:
• Standardization of Leskovac paprika and Ajvar production
system, (including adoption of unique traditional recipe)
• Low investment in design and marketing activities
• Lack of additional financial resources – insufficient number
of introduced HACCP standards in most production facilities
• Difficulties to develop an effective control and supervision
system able to secure compliance to national and EU legal
framework
• Low cross-sector cooperation (Ministry of Agriculture,
Ministry of economy and regional development…)

15. Pag. 153 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Chamber of Commerce of Leskovac
(RPKL)
Chamber of Commerce ofChamber of Commerce of LeskovacLeskovac
(RPKL)(RPKL)
PartnersPartnersPartners
Chamber of Commerce of Siena and
Foundation QualiVita - Siena
Chamber of Commerce of Siena andChamber of Commerce of Siena and
FoundationFoundation QualiVitaQualiVita -- SienaSiena
Union of Agriculture Cooperatives of
Jablanica and Pcinja districts
Union of Agriculture Cooperatives ofUnion of Agriculture Cooperatives of
JablanicaJablanica andand PcinjaPcinja districtsdistricts
ICARO srl – CortonaICAROICARO srlsrl –– CortonaCortona
:
Ministry of Agriculture, Forestry and
Water Management of Serbia
Ministry of Agriculture, Forestry andMinistry of Agriculture, Forestry and
Water Management of SerbiaWater Management of Serbia

16. Pag. 163 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Chamber of Commerce of Leskovac (RPKL)
- Overall coordination of activities in Leskovac area
- Support to establishment of Consortium/Association
- Lobbying and facilitation
Chamber of Commerce ofChamber of Commerce of LeskovacLeskovac (RPKL)(RPKL)
-- Overall coordination of activities inOverall coordination of activities in LeskovacLeskovac areaarea
-- Support to establishment of Consortium/AssociationSupport to establishment of Consortium/Association
-- Lobbying and facilitationLobbying and facilitation
Roles of partnersRoles of partnersRoles of partners
:
ICARO srl – Cortona and Foundation Qualivita
- Overall coordination of project activities
- Provision of expertise and support to RPKL
ICAROICARO srlsrl –– CortonaCortona and Foundationand Foundation QualivitaQualivita
-- Overall coordination of project activitiesOverall coordination of project activities
-- Provision of expertise and support to RPKLProvision of expertise and support to RPKL
Ministry of Agriculture, Forestry and Water Management
- Financial support and advisory role
- Support to establishment of Consortium/Association
- Visibility and promotion
Ministry of Agriculture, Forestry and Water ManagementMinistry of Agriculture, Forestry and Water Management
-- Financial support and advisory roleFinancial support and advisory role
-- Support to establishment of Consortium/AssociationSupport to establishment of Consortium/Association
-- Visibility and promotionVisibility and promotion

17. Pag. 173 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Union of Agriculture Cooperatives of Jablanica
and Pcinja districts
Sensitization and involvement of producers and
Cooperatives
-Training needs identifications
-Lobbying
Union of Agriculture Cooperatives ofUnion of Agriculture Cooperatives of JablanicaJablanica
andand PcinjaPcinja districtsdistricts
Sensitization and involvement of producers andSensitization and involvement of producers and
CooperativesCooperatives
--Training needs identificationsTraining needs identifications
--LobbyingLobbying
:
Chamber of Commerce of Siena and
Foundation QualiVita – Siena
Expertise
-Lessons learned and case studies from Tuscany
-Financial support
Chamber of Commerce of Siena andChamber of Commerce of Siena and
FoundationFoundation QualiVitaQualiVita –– SienaSiena
ExpertiseExpertise
--Lessons learned and case studies from TuscanyLessons learned and case studies from Tuscany
--Financial supportFinancial support
Roles of partnersRoles of partnersRoles of partners

18. Pag. 183 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Faculty of Technology in Leskovac,
University of Nis
Faculty of Technology inFaculty of Technology in LeskovacLeskovac,,
University of NisUniversity of Nis
Other actors involvedOther actors involvedOther actors involved
Faculty of Agriculture in Zemun,
University of Belgrade
Faculty of Agriculture inFaculty of Agriculture in ZemunZemun,,
University of BelgradeUniversity of Belgrade
Agricultural Institute “Leskovac”,
Leskovac
Agricultural InstituteAgricultural Institute ““LeskovacLeskovac””,,
LeskovacLeskovac
Serbian Chamber of CommerceSerbian Chamber of CommerceSerbian Chamber of Commerce
:
Leskovac Municipal Agricultural
Department
LeskovacLeskovac Municipal AgriculturalMunicipal Agricultural
DepartmentDepartment

19. Pag. 193 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
Ministry of Agriculture, Forestry and Water
Management – Republic of Serbia:
Cooperation and institutional support to the Project
initiatives through training, advisory services and
financial support
Ministry of Agriculture, Forestry and WaterMinistry of Agriculture, Forestry and Water
ManagementManagement –– Republic of Serbia:Republic of Serbia:
Cooperation and institutional support to the ProjectCooperation and institutional support to the Project
initiatives through training, advisory services andinitiatives through training, advisory services and
financial supportfinancial support
:
USAID’s Agribusiness Project in Serbia: aims to boost
productivity in agriculture, and to strengthen producer
organizations and agribusiness service providers /
planned cooperation in the next faze of the project
implementation
USAIDUSAID’’ss Agribusiness Project in Serbia:Agribusiness Project in Serbia: aims to boostaims to boost
productivity in agriculture, and to strengthen producerproductivity in agriculture, and to strengthen producer
organizations and agribusiness service providers /organizations and agribusiness service providers /
planned cooperation in the next faze of the projectplanned cooperation in the next faze of the project
implementationimplementation
Collaboration with Institutional actorsCollaboration with Institutional actorsCollaboration with Institutional actors

20. Pag. 203 - 4 December, 2008LAP Project – Conference FAO - Belgrade
Quality Food products linked to geographical origin and Tradition in South and Eastern Europe
REGIONALNA PRIVREDNA
KOMORA LESKOVAC
Regional Chamber of
Commerce
and Industry Leskovac,
Serbia www.rpkle.rs
Ministry of Agriculture,
Forestry and
Water Management RS
Belgrade, Serbia
www.minpolj.sr.gov.yu
Union of Agricultural
Cooperatives of Jablanica and
Pcinja Districts
Leskovac, Serbia
Siena Chamber of Commerce
and “QualiVita” Foundation
Siena, Italia www.qualivita.it
Siena, Italia www.si.camcom.it
ICARO, Srl
Cortona, Italia
www.icarocortona.it