1) Collective action by local producers is important for developing and promoting origin-based products and preserving local cultural heritage and resources. 2) Successful collective action requires coordination among local producers, processors, certifiers and other stakeholders to establish common rules around production, quality standards, and marketing/branding of origin products. 3) Defining a code of practice that specifies rules for all aspects of an origin product from production to marketing helps ensure economic returns for producers while protecting the reputation of the product over the long term.

1. Filippo Arfini, Università di Parma/SinerGI
Giovanni Belletti, Università di Firenze/SinerGI
Andrea Marescotti, Università di Firenze/SinerGI

2. Origin-based products
represent the final output
of a very weak local
production system.
Their success is in “our”
hands…

3. Collective action is the engine
of the quality circle. Has the
aim of promoting origin-
based products and local
resources.
Origin-based products and
their reputation are the result
of the cultural and historical
dimension of the local
population who share
collective rights and benefits.
Collective action as a success factor

4. TerroirTerroir
Why develop collective action ?
PEOPLE
Motivation and capacity
to engage a collective
value creation and
preservation process
PLACE
Local natural and
human resources:
soil, climate breed,
varieties … know
how, tradition...
PRODUCT
Specific quality, reputation

5. General objectives of collective action
Sustainable development in
rural areas
Economic pillar: adding value and
benefits to collective action
Environmental pillar: practice a
sustainable use of natural resources
and protection of biodiversity
Social pillar: preservation of
tradition and cultural heritage; to
develop links between the local
population and stakeholders; to create
job opportunities (especially for
women) and offer opportunity for
growth.
Sustainable development in
rural areas
Economic pillar: adding value and
benefits to collective action
Environmental pillar: practice a
sustainable use of natural resources
and protection of biodiversity
Social pillar: preservation of
tradition and cultural heritage; to
develop links between the local
population and stakeholders; to create
job opportunities (especially for
women) and offer opportunity for
growth.

6. Origin-based products
represent an important
tool in the hands of local
producers to adopt a
sustainable production
system.
General objectives of collective action

7. Economic return to producers is possible only through
the adoption of common rules in explicit form in respect
of:
–production technique
–use of natural resources
–fair use of brands and logos
–adoption of fair marketing practices
Role of common rules

8. Local agents should enforce rules and control procedure
by two approaches :
Local agents should enforce rules and control procedure
by two approaches :
Enforcement of local rules
Informal Formal
The greater the reputation is the
greater the need is for formal rules
which protect firms and consumers
The greater the reputation is the
greater the need is for formal rules
which protect firms and consumers
Need to obtain a form of
protection / recognition from
national and international
authorities
Need to obtain a form of
protection / recognition from
national and international
authorities

9. How to develop a common approach
Origin‐based products belong to several typologies of
agents inside and outside the area of origin … often with
different objectives and bargaining power.
Origin‐based products belong to several typologies of
agents inside and outside the area of origin … often with
different objectives and bargaining power.
The know -how and the
vision of each agent
should be communicated
and should contribute to
the management of the
global process.
Market reputation is the
result of the capacity to
manage efficiently
relationships between
human and
environmental factors.

10. How to adopt a common approach
Definition of collective rules includes
several topics :
→Define the agents which will
benefit from clear rules and which
will share rights and responsibilities
→Define the relationships within
the local production system and
share information and know- how
→Define rules which will be shared
among producers and along the
chain
producers
first processors
second processors
certification
Consumers
Retailers
Certification
Body
Interprofessional
GI collective
organization
GI Value Chain
Codeofpractice:
Elaborationand
compliance

11. How to adopt a common approach
Two phases:Two phases:
Involvement of local
stakeholders
‐Share know‐how and vision on
products and production
systems by meetings and
exchanges
‐Empower “minor” agents and
make them active
‐Develop a mediation between
actors reducing and preventing
conflicts
Involvement of local
stakeholders
‐Share know‐how and vision on
products and production
systems by meetings and
exchanges
‐Empower “minor” agents and
make them active
‐Develop a mediation between
actors reducing and preventing
conflicts
Activating a system of
external support
‐Middlemen (Traders, Sellers,
Restaurants)
‐Consumers’ association (slow
food)
‐NGO and Public institutions
‐University and research centre
‐Other local stakeholders (Ways of
taste)
Activating a system of
external support
‐Middlemen (Traders, Sellers,
Restaurants)
‐Consumers’ association (slow
food)
‐NGO and Public institutions
‐University and research centre
‐Other local stakeholders (Ways of
taste)

12. Collective rules should not be
perceived as constraints
but …
as tools useful in order to reach
efficiency

13. Definition of code of practice in respect of
Product definition
Quality characteristics
Raw materials
Area of origin
Processing technique
Certification methods
Definition of marketing strategies and rules
Definition of collective brands and logos
Inclusion of socio-environmental aspects
into the code of practice
Promotion of biodiversity
Promotion of gender policy
Management of the rules during the time.
Specific object s of collective action

14. Specific objects of collective action
Marketing
mix
Market
Product
•Quality,
•Name and
brand,
Packaging,
•Certification,
•Services,
Price
•Discounts
•Payment
conditions,
•Etc.
Distribution
•Retail channel
•Retail strategies …
Communication
• Collective promotion
• Retail promotion
• Direct marketing
In red: responsibility of
collective action

15. Can their history be considered the future of
origin‐based products in Less Developed
Countries ?
Can their history be considered the future of
origin‐based products in Less Developed
Countries ?

16. Yes, we believe so!!!Yes, we believe so!!!
Thank you !!!