inglese parte 1 by Luca Cristofalo

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ]

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Index Premise .......................................................................................................................................................4 The “Best Practice” Study was realized by the Province of Brindisi in the ambit of Interreg Project IIIA Greece – Italy 2000-2006 - “Support and promotion of typical local products“..........................................4 The general objective is that of promoting typical local products, protecting and developing quality, and promoting the image of the area through a system of common control and certification..........................4 The project plans to promote the birth of a consortium aimed at introducing and promoting a common “trade mark" between Greek and Apulian companies working in the touristic and agro-alimentary sectors.........................................................................................................................................................4 In this context, through the study of best practices, the Province of Brindisi, a partner of the project, set up an activity for the comparison and identification of particularly significant practices (recognized as Best Practices) put in place when promoting typical local products by other European, National and local organizations...............................................................................................................................................4 The best practices have been investigated in their entirety with the intention of providing guidelines for entrepreneurs wanting to expand the market for their local products.......................................................4 The study foresees a first part that is dedicated to the pin-pointing of “best practices”, to the methodology of the survey and to the choice of the indicators used in their classification........................4 In the 2nd part the results obtained from the interviews with 10 Greek and Italian entrepreneurs (using a questionnaire aimed at gathering best practices) are re-elaborated, and these are then proposed as suggestions and useful indications for entrepreneurs wanting to expand their markets. ..........................4 The third part provides a normative overview, the tools and the procedures that promote typical agroalimentary products.....................................................................................................................................4 The study also foresees, as an annex, the “Case Studies”: interviews carried out with local entrepreneurs on both sides of the Mediterranean (IT, GR), and the in depth reports of the projects pin-pointed during the benchmarking phase. The entire study together with annexes(Italian and English) is also available on CD-ROM. .....................................................................................................................................................4 Part I.............................................................................................................................................................5 Methodology of the survey and classification of the best practices.....................................................5 The methodology of the survey....................................................................................................................6 What is a Best Practice?...............................................................................................................................7 The pin-pointing of Best Practices and Benchmarking..................................................................................8 The questionnaire as an instrument for identifying and sharing Best Practices.........................................12 Part II..........................................................................................................................................................14 Good praxis analysis and possible paths in order to obtain the best return for the typical agricultural and food productions........................................................................................................................14 Questionnaires Analysis: Outcomes............................................................................................................15 Best Practices identification Criteria..........................................................................................................17 Traditional Sausage from Lefkada..............................................................................................................17

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The typical products scenario and possible paths in order to obtain the best return for the typical agricultural and food products...................................................................................................................18 Valorization Paths for agricultural food quality productions: quality and collective labels........................20 Costs-Benefits Analysis of geographic denominations (DOP and IGP).......................................................26 Part III.........................................................................................................................................................29 The normative overview, tools and procedures to promote typical agro-alimentary products..........29 The regulation of DOP, IGP and traditional products.................................................................................30 Traditional agro-alimentary.......................................................................................................................32 The regulation of the collective brand........................................................................................................33 Abbreviations and meanings......................................................................................................................43 Part IV........................................................................................................................................................45 Case studies.......................................................................................................................................45 Annex I........................................................................................................................................................46 Interviews with Greek entrepreneurs .........................................................................................................46

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ]

Premise The “Best Practice” Study was realized by the Province of Brindisi in the ambit of Interreg Project IIIA Greece – Italy 2000-2006 - “Support and promotion of typical local products“ The general objective is that of promoting typical local products, protecting and developing quality, and promoting the image of the area through a system of common control and certification. The project plans to promote the birth of a consortium aimed at introducing and promoting a common “trade mark" between Greek and Apulian companies working in the touristic and agroalimentary sectors. In this context, through the study of best practices, the Province of Brindisi, a partner of the project, set up an activity for the comparison and identification of particularly significant practices (recognized as Best Practices) put in place when promoting typical local products by other European, National and local organizations. The best practices have been investigated in their entirety with the intention of providing guidelines for entrepreneurs wanting to expand the market for their local products. The study foresees a first part that is dedicated to the pin-pointing of “best practices”, to the methodology of the survey and to the choice of the indicators used in their classification. In the 2nd part the results obtained from the interviews with 10 Greek and Italian entrepreneurs (using a questionnaire aimed at gathering best practices) are re-elaborated, and these are then proposed as suggestions and useful indications for entrepreneurs wanting to expand their markets. The third part provides a normative overview, the tools and the procedures that promote typical agro-alimentary products. The study also foresees, as an annex, the “Case Studies”: interviews carried out with local entrepreneurs on both sides of the Mediterranean (IT, GR), and the in depth reports of the projects pin-pointed during the benchmarking phase. The entire study together with annexes(Italian and English) is also available on CD-ROM.

Coordinated by

Agriplan s.r.l.

[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ]

Part I

Methodology of the survey and classification of the best practices

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ]

dopting an approach based on best practices means evaluating and sharing experiences

with those who have carried out similar activities (or resolved similar problems) in the past, defining which of these best practices might be relevant and effective in one’s own context; testing whether they function correctly, integrating them with existing processes and formalising them in the ambit of one's own organisation.

The methodology of the survey

The process of best practice identification requires the elaboration and use of a specific methodological instrumentation. Through the study and comparison of different realities presenting characteristics of excellence, the Province of Brindisi plans to acquire and exploit suggestions and examples with partners in the “Support and promotion of typical local products” project, and to its main recipients. The work was conducted in more than one phase: from the pin-pointing and comparison of the Best Practices, to the construction and diffusion of the questionnaire through focused interviews, to the analysis of the results through a comparison with the norms in force regarding the promotion of typical products. The initial phase of the work concerned the collection of all the information necessary for the definition of the best practices, their pin-pointing and their comparison (benchmarking). In order to incentivize the set up and carrying out of the promotion of local products it is important to know data and information regarding best practices coming from already operative projects – the difficulties met, success obtained – analyzing the most meaningful cases by similarity in terms of environment or consonance of method. Afterwards, the analysis of successful experiences (at European level) in the promotion of local products has allowed one to proceed above all with the pinpointing of indicators (parameters of reference) on the basis of which it is possible to carry out a Best Practice comparison at local level. In fact, once the national and European examples of Best Practice had been selected, along with the key words needed in the pin-pointing of a Best Practice, a common European model (the questionnaire) was created for the collection of the data, as well as the description and diffusion of these experiences. Specific questionnaires were carried out with Greek and Italian entrepreneurs, in particular those listed below: • “Ladopita” Traditional sweet based on olive oil • Mandorlato – “Santa Mavra” pastelli

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“Lefkadìtiki ghì” wine (from Lefkada) • Traditional Lefkada salami • Consorzio di Torre Guaceto: l’oro del Parco • Masseria Ferri • Libera Terra • Puglia natura • Bio & Tipico (Puglia ROP 2000-2006 Meas. 2.2) Finally, as we will explore in Part 2 and 3 of the present study, on the basis of the results of the interviews 1 and of a comparison of the norms in force in the two countries for obtaining brands and denominations, there emerged considerations and evaluations of a general order regarding costs, timescales and modalities necessary for obtaining as a single company and/or as an association the different forms of protection and promotion of typical products. •

What is a Best Practice? The term best practice 2 falls within the widest process of benchmarking: it is a method of comparison finalised at identifying, “Best practices” understanding and adapting particularly significant does not mean re-inventing, practices (recognised as best practice or high but rather learning from the performance) that have been put in place by other experiences of others that organisations, with the aim of improving the have proven successful. performance of one’s own activity. Other companies or institutions have in all probability encountered the same or a similar problem, and other management offices have been able to try out different methods in resolving it. Having discovered what has been applied, by who and in what way, it is possible to evaluate the best solution adopted and take it on board – personalizing it on the basis of one’s particular difficulties and characteristics. The prerequisite of these wide-ranging qualitative research processes lies in a widespread collection and a continuous exchange of information. It is therefore based on the knowledge of what others do: the methods they follow, difficulties met and solutions put in place, and this is what will be done by this piece of research. In the present study, as will be explored later in more depth, “Best practice” is often the result not only of individual company successes that distinguish themselves in terms of product and process innovation, but also the result of other types of “pilot actions”, or a series of projects considered as a whole. A Best Practice is identified in 1

The interviews were conducted directly with local producers (5 interviews with Italian entrepreneurs and 5 interviews with Greek Entrepreneurs), with the aim of understanding the critical points.

A misunderstanding that should be immediately cleared up concerns the terms of comparison themselves, which needs to be made not between subjects and processes that make up their own reality, and not even in respect of their direct competitors, which might among other things not represent at all an example to be followed. It is fundamental, rather, to be inspired by methods, criteria and procedures which are generally considered to be a positive model, even when applied to organisations belonging to sectors that are different from one’s own.

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a case of excellence which, in the context examined, helps make changes, contributes to overcoming obstacles, gives contributions to other actions or sectors and finally can also be reproduced in other contexts.

The pin-pointing of Best Practices and Benchmarking In order to pin-point Best Practices it is fundamental to define first of all the field in which the terms of comparison are to be put into effect, so as to avoid superficialities and generic comparisons. In the present project, “Support and promotion of typical local products”, the objective of action 2.1 “Study of Best Practices” is that of evaluating aspects linked to the promotion of typical local products, in terms of product quality, marketing, but also of the capacity to integrate one’s products into one’s own territory, respecting the countryside, the society, the economy and the culture of the place, and sustainability in general. In the agro-alimentary scenario the supply of typical agro-alimentary products is often fragmentary, scattered and not always directly correlated to demand. If one doesn’t carefully consider all the aspects of the development process there exists a real prospect of failure, even in a sector like this one which is in continual expansion. Only when seeking to promote the territory as a whole, in the widest sense of the term, is it possible to program and manage a territory with concrete expectations of an activity that continues into the future and which gives full satisfaction to all the subjects involved. Since such principles are becoming more refined and practiced on an ever vaster scale at International level it is important to carry out an evaluation of their use in different contexts. With the benchmarking activity there was carried out a bibliographic-type research activity in order to understand in which other contexts, other than INTERREG, there have been experimented and transferred experiences of “Best practice”. On a more operative level, a desk analysis was carried out in order to pin-point best practices regarding the promotion of typical local products at local, National and European level. The theme of best practices has been frequently associated with innovations introduced in specific areas of local development processes: local sustainability, the strengthening of entrepreneurial competitiveness, the promotion of local products. From this we see examples of initiatives taken under Community initiatives such as Leader plus, Urban, Equal, Interreg, and in the processes of “Agenda 21 Locale”. In particular, in the present study, projects were pin-pointed that were started by producer organizations (Company consortiums etc.) but also directly by Local Action Groups (LAGs) aimed at supporting the promotion of typical local products.

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In these respects it is therefore connected to the objectives of the Community initiative for Rural Development “Leader plus”, which defined the methodologies used in identifying Best Practices. From the desk analysis it emerges that the majority of projects promote strategies promoting the territory through the promotion of typical products, but also of trades, traditions and culture, and ever more system-orientated – that’s to say, creating synergies between the various sectors, between different institutional subjects and between the available financial resources. One passes, in fact, to the description of more classical instruments, such as the use of a collective brand, the retrieval of traditional recipes linked to typical products, or a network of shops present in the territory, the visibility of which is linked to a common centre of promotion, to a concentration of investments into product and process innovation or to the promotion of the area’s products on the International market. Thanks to the work carried out in the course of 2000-2006 by the European Observatory of Rural Development instituted within the European Commission (Directorate General for Agriculture) some interesting projects of International Co-operation regarding the promotion of local products were selected from the European Database. In particular, the present study considered 37 cases of Best Practice in inter-territorial and transnational projects regarding the “promotion of local projects”. Below there is a table which summarizes the projects mentioned above, with the name of the project’s title, of the partners involved and the website where one can obtain further information. In appendix A there are the reports in English containing the description of the projects and of the elements characterizing the Best Practices.

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ] QUADRO RIEPILOGATIVO DELLE BEST PRACTICES INDIVIDUATE A LIVELLO EUROPEO

Short Title

Full Title

Country (region)

Official name of the LAG

Piece of Paradise

Southern Burgenland – a

AUSTRIA Burgenland

Verein Südburgenland Plus

AUSTRIA Steiermark

Regionale gemeinschaftsinitiative

Almenland Teichalm -

almenland teichalm -

Sommeralm

AUSTRIA Vorarlberg

ENTWICKLUNGSVEREIN

AUSTRIA Vorarlberg

VEREIN NATUR UND

BELGIUM

100 DÖRFER - 1 ZUKUNFT

BELGIUM Wallonie DENMARK

LE PAYS DE CONDROZ

piece of paradise (Das Südburgenland: ein Stück

Partner 1

Partner 2

Partner 3

Partner 4

Partner 5

Partner 6

Partner 7

Partner 8

Partner 9

Local project operator name

Website

LAG südburgenland plus

www.ein-stueck-vomparadies.at

vom Paradies®)

Almeland

Almenland - the almo culinary region:Almenland restaurants and regional

www.almenland.at

Sommeralm

(Beef) marketing (Almenland - die almo Genussregion: Almenlandwirte & Rindfleischmarketing)

Wood Construction

Holzbau-Zukunft

Mountainous wood marketing

Mountainous Wood

Local products

Adding value to local

Marketing LTD (BERGHOLZ MARKETING

Innung BgA / LAG Vorarlberg

NATUR- UND KULTURERBE

www.holzbauzukunft.at / www.leader-vlbg.at

VORARLBERG Stand Montafon

www.bergholz.at

KULTURERBE VORARLBERG

GMBH) products (mise en valeur

Landwirtschaftliches Schulungszentrum der Agra-

des produits locaux)

Local products

Promoting local products

Small-Scale food production

Increasing income in the Danish regional small-scale

Frauen, Grünen Kreise, und Ländlichen Gilden (LSZ) GAL PAYS DE CONDROZ-

FAMENNE Sønderjylland

Nordvestjysk

Lolland

Udviklingsnet

food production (Øge

Falster, Møn, Danske

Vifu (Videnscenter for

Sydsjælland

fødevareudvikling)

(lead partner)

Craftsmen at the harbour

Craftsmen at the harbour in

Pro lake oulu

Pro lake Oulu (Pro

Equestrian endurance centre

Equestrian endurance

Everybody's footpath

Local skills culture Colours of the North

Local skills culture

Therapeutic weeks

Romagna and Beaujolais

Romagna and Beaujolais:

craft people and tourism

www.vifu.net

islands of

fødevareproduktion) Food producers, art- and

Småøer (Small

indtjening for dansk regional

Food, art and craft

www.condroz-famenne.be

FAMENNE Bornholm

Denmark)

DENMARK

Vendsyssel

Verein

Turistdistinationen “Toppen af

Waldviertler

Danmark”

www.toppenafdanmark.dk

Wohlviertel Nykøbing Sjaelland.

OULUJÄRVI)

centre (PÔLE D'ENDURANCE

DENMARK

LEADER+ Vestsjælland

Artisenatet

www.artisenatet.dk

FINLAND

OULUJÄRVI LEADER RY

University of Oulu - Kajaani

http://www.oulujarvi.fi

FRANCE - MidiPyrénées

ASSOCIATION POUR LA

AUBRAC, OLT

Association EADP (Est Aveyron

MODERNISATION ET

ET CAUSSE

Développement Promotion) /

FRANCE Bourgogne (Burgundy) FRANCE - Comté

GAL Canal de Bourgogne –

SYMPAMCO – Syndicat Mixte du www.pays-auxois.com

Auxois

Pays de l’Auxois-Morvan Côte

university consortium

L'INNOVATION ECONOMIQUE

ÉQUESTRE)

The colours of the North (LES COULEURS DU NORD)

two oenogastronomic territories for quality tourism

www.millau.cci.fr

Association pour la Modernisation et l'Innovation Economique

d’Orien Parc Naturel Régional du Haut-

GAL Parc Naturel Régional du

Jura

Haut-Jura

FRANCE Martinique

NORTHERN MARTINIQUE

Le Centre de Ressources du

FRANCE - MIDI PYRENNEES

ASSOCIATION POUR LA

FRANCE - RhôneAlpes

GAL Beaujolais Vert

www.parc-haut-jura.fr

Morne Rouge and GAL Nord Martinique ASSOCIATION MADRAS

MODERNISATION ET

www.lerocherdecorbieres.c om

L’INNOVATION ECONOMIQUE GAL L’altra

Association Ballades en terroir

www.tourisme.fr/office-du-

Romagna –

gourmand

tourisme-tarare;

Emilia-

www.beaujolais.com;

Romagna, Italy

www.beaujolaisvert.com

- ITEMR-004

Lloyality card

Loyalty card and practical guide to the stores and services of Monts du

FRANCE - Rhône- Monts du Lyonnais Alpes

Fédération OSER

www.oser-commerces.net et www.monts-dulyonnais.fr

Lyonnais

Valorisation of traditional viticulture

Preservation and valorisation of traditional viticulture in the area of

GERMANY Sachsen-Anhal

LAG NATURPARK SAALE-

LAG Naturpark Salle-Unstrut-

www.leader-saale-

UNSTRUT-TRIASLAND

Triasland

unstrut.de

GREECE

HERAKLION DEVELOPMENT

GREECE CENTRAL MAKEDONIA GREECE - Serres

PIERIKI ANAPTIXIAKI S.A.-

GREECE Western Macedonia

West Macedonia Development

IRELAND

Laois Leader Rural Development

Laois LEADER Rural

Company

Development Company

ITALY ABRUZZO

LAG VASTESE INN. s.cons.r.l.

LAG Vastese INN. s.cons.r.l.

ITALY -Calabria

VALLE DEL CRATI

L.A.G. Valle del Crati soc.cons. a www.galcrati.it

ITALY - Marche

LAG COLLI ESINI SAN VICINO

LAG Colli Esini San Vicino

www.colliesini.it

TRADIZIONE DELLE TERRE

GAL Tradizione delle Terre

www.tradizioneterreoccitan

OCCITANE

Occitane

e.com www.galmaremonti.org

Saale-Unstrut (Bewahrung und Belebung des traditionellen Weinbaus an Saale-Unstrut)

Viticulture Youth

Youth entrepreneurship in

Poultry processing

Prepared dishes from local

Wine production unit

Wine production unit from

Animal production standardisation Laois Crafts Group

Manufacturing-

Production Chains Organization Cosenza Fig

Organization of local

Quality rural district Production chains proiect

Quality rural District

(Progetti di filiera)

ITALY Piemonte

Tipical products in restaurants

Valorisation of tipical

ITALY - Sardegna

MARE E MONTI

Sardegna - Mare & Monti

PORTUGAL Alentejo

MONTE-Desenvolvimento

Carne de Montado de Sobro, Lda www.sousacunhal.pt

Alentejo Central, ACE

- Food and Agricultural

PORTUGAL

TAGUS - ASSOCIAÇÃO PARA

viniculture

poultry according to tradional recipes

ecological vinery products

standardisation business for animal production products

Laois Crafts Group

production chains and systems Promoting local fig production chain (Distretto Rurale) Production chains projects

products in local restaurants

www.domaingavalas.gr

S.A .(ANH S.A.) EUROTASTE SA

www.pieriki-anaptixiaki.gr

LOCAL DEVELOPMENT AGENCY SERRES DEVELOPMENT

S. Floros – E. Galatsi O.E.

ENTERPRISE (AN.E.SER. S.A.)

Mpisiritsas brothers

Enterprise (ANKO)

www.laois-leader-rdc.ie

www.vasteseinn.it

r.l.

(Valorizzazione dei prodotti ticipici nella ristorazione locale)

Agro-food production unit

Agro-food production unit -

Rural Portugal

Production of traditional sausages

Transformation – Production of traditional and ecological sausage O DESENVOLVIMENTO INTEGRADO DO RIBATEJO

ACAPORAMA ADAE

ADELO

ADICES

ADIRN

DESTEQUE

LEADER OESTE

MONTE )

TAGUS - Associação para o

http://www.tagus-ri.pt

Desenvolvimento Integrado do Ribatejo Interior

INTERIOR

With reference on the other hand to the pin-pointing of Best Practices at National level there are many examples coming from the collection of the National Leader+

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Network (Inea and Agriconsulting) on the Best Practices pin-pointed during 2006 and 2007. In particular, the database of the National Leader+ Network assessed 26 of them just last year – on the different themes that characterise the Community initiative Leader+ (Environment, promotion of agricultural products, etc.). In conclusion, the phase of Best Practice pin-pointing and comparison at European and International level has made it possible, among other things, to construct databases (understood as collections/archives of Best Practices) that can become the prerequisite for the planning of a technology platform allowing on-line access to the best practices. Using the platform (and the databases it includes) it is possible to promote the diffusion of the Best Practice experiences pin-pointed, and allow them to be reproduced in similar situations.

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The questionnaire as an instrument for identifying and sharing Best Practices The analysis of successful experiences (at a European and National level) in the promotion of local products has allowed one to proceed above all with the pinpointing of indicators (parameters of reference) on the basis of which it is possible to carry out a Best Practice comparison at local level. In fact, once the national and European examples of Best Practice had been selected, along with the key words needed in the pin-pointing of a Best Practice, a common European model (the questionnaire) was created for the data collection, the description and the diffusion of these experiences. The questionnaire represents the common intrument with which the examples chosen regarding the promotion of typical local products within the EU are collected and published. It has therefore been divided into different sections. As well as the “Basic information”, which identifies the subjects that have promoted a best practice (personal details), the questionnaire researches the history of the best practice itself. It asks the interviewee to describe the experience of promoting their products, checking, through the use of the questionnaire, the setting up of an action plan and market strategy for the promotion, diffusion and sale not just of local products but of the territory in which they are grown or made; checking whether the subject has made a “network” of all the local resources, if he has “regulated” them and if he has given them a common brand. As well as the description of the product, its characteristics and its market orientation, the questionnaire researches the area of production, and above all the connection with agro-alimentary products, with handcrafted products, with natural resources and with the cultural heritage of the area of reference. The preeminent theme covered by this study is the reference to the territorial area as a grouping of resources – physical, environmental, cultural, human, economic and financial, as well as institutional and administrative, specifically in the prospect of an integrated strategy promoting agro-alimentary products. Particular emphasis has been put on the section dedicated to the profile of the pilot action/best practice, and to the reasons which have contributed to it identifying an innovative experience in an example that can be communicated, promoted and exported – in other words a Best Practice to be imitated. This was done together with an indication of the costs involved (in terms of resources, time and difficulties) when embarking on an innovative path in promoting the Best Practice. As mentioned before, from the analysis of the case studies pin-pointed (through the use of benchmarking) it was possible to identify the best practices. Such criteria, closely connected to a Best Practice’s factors of success, are the following:  Area-based approach  "Bottom-up" approach  types of partnership  innovation

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integrated approach creation of a network  co-operation between area  local financing  management Furthermore, two “new” European criteria were considered:  transferability  sustainability The questionnaire, therefore, was compiled by Greek and Italian entrepreneurs identified through interaction with the various partners of the project. On the Greek side the interviews carried out concerned the following products:  

Ladopita” Traditional sweet based on olive oil  Mandorlato – “Santa Mavra” pastelli  “Lefkadìtiki ghì” wine (from Lefkada)  Traditional Lefkada salami On the Italian side there were interviewed the promoters of interesting projects aimed at the promotion of agro-alimentary products:  Consorzio di Torre Guaceto: l’oro del Parco  Masseria Ferri  Libera Terra  Puglia natura  Bio & Tipico (Puglia ROP 2000-2006 Meas. 2.2) 

The questionnaires are contained in the Annex entitled “Case Studies”.

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Part II

Good praxis analysis and possible paths in order to obtain the best return for the typical agricultural and food productions

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bout the “good praxis survey”, this section focuses on the given answers analysis of questionnaires of Greek and Italian entrepreneurs related to “Support and promotion of typical products” plan. The main goal is to comprehend the exploitation process of their products, difficulties coped, obtained outcomes, etc. After the outcomes analysis, the presentation of the scene of typical products scenario follows and the possible paths in order to obtain the best return for the typical agricultural and food products in terms of rules, tools and procedures.

Questionnaires Analysis: Outcomes The Good Praxis about the valorization of the agricultural and food typical products in the two territories involved in the present plan (IT and GR), concerned actions and plans about strategies of communication and marketing, about innovations of product/process, about improvement of products quality, etc. Such experiences are concentrated in the area of Lefkada Prefecture and Corfu for Greece and in Bari and Brindisi Districts for Apulia Region. A “good experience”, as taken up in this survey, has included not only single plans but also other types of “pilot actions”, that is a sequence of plans considered like a whole set. Table “Good praxis of Support and promotion of typical products plan”” Greece Italy “Ladopita” Traditional sweet olive oil made Mandorlato – “Saint Mavra” crayons “Lefkadìtiki ghì” Wine (Lefkada) Lefkada Traditional Sausage Patini Soap factory of Apostolos Patunis

Torre Guaceto Consortium: ”L'oro del Parco” Libere Terre Association Puglia Natura Consortium Masseria Ferri Bio&Tipico Project (Meas 4,8 POR Puglia 2000-2006)

From the analysis of considered experiences, is observed that, in some cases, the concept of “typical products” coincides with a category of products covered by one recognized denomination, generally defined by the communitarian regulations in matter; in other cases (GR) it coincides with those products that are linked to a certain territory, precise production modalities, tradition of some areas and that, however, apart the de facto acknowledgement do not show defined and formal credentials. In all Greek Italian experiences, comes out that, the “typical” product has a direct link to a determined territory and, mostly, to agriculture. One observes strategies of choices in favour of healthy products that have a certain meant and intrinsic value. That is, as an example, for those products which hold a communitarian stamp (project Oro del Parco, Puglia Natura Consortium), for traditional ones of Lefkada districts, for that ones which refers to ethical values (Libere Terre

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project) and, for the typical products in the measure in which these are recognized as specific and original values holders. To the question “Why this action/project is a good experience”, Greek partners point out with greater frequency the innovative feature of their projects (with reference, especially, to process and product innovation they have chosen). In order to add value to local products, the innovation is represented: a) by the possibility to improve specific resources that have been left unused, or forsaken or underused – to innovate, actually, does not mean to re-create every thing from scratch, but it implies, above all, the necessity to profit by existent elements and a different use of know-how, knowledge, resources and structures, acknowledging the role of operators and involved people; b) by a collective process that is recognizing and counting on an outgoing team that promotes a project and that is able to start up collective learning initiatives, introducing and trading new products and services; c) by the competence to manage the testing and changing risk that is: • Support on risk taking on (funding, making operators responsible in all process steps, turning to research institutes, etc.); • Support to initiatives that foster the changing (synergies creation) and a “new local culture” ; d) by the competence to provide optimized solutions against the requirements of rural areas (exploring new ideas, original compositions of new tools); of global context evolution. Greek entrepreneurs, give also a positive feedback to promote the project integration, sustainability of their initiatives and transferability in favour of new situations. Critical states are highlighted in order to promote partnerships, “network systems” including private individuals and public ones for a general “bottom-up” and “area based” criterion. Concerning the “area based”, even though some experiences are present in the area (areas approach), interviewees denounce infrastructural and institutional criticalities. Once they have been overcome, local entrepreneurs will get more advantages and more competition will be present in the area with doubtless benefits for the local growth and development. For apulian entrepreneurs’ interviews, instead, it is possible to notice consolidated approaches, methods and tools that characterize local development policies of last years: bottom-up approach, integration principles and resourcesactions connection, partnerships, network actions, attest how the experience Leader+ succeeded on rural development and/or the strong participation of private and public subjects to the community initiatives Interreg that characterize the area involved in this survey. In the same time it is noticeable that, mostly, a territorial approach has been favoured. It is defined as opposition of the sectorial approach, it implies the needing of considering the actuality of the area under its different angles: environmental, economic, social, cultural, political, etc. “Territorial” approach allows local operators to establish a development policy based on facts, advantages (steady points), limits (lacks), needing and opportunity of a certain area.

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One remarks that “extraordinary” resources are not the only to be improved, on the contrary, in the most part, in facts, it can be opportune to re-discover an “ordinary” territorial heritage or a heritage considered “usual”. It is the case, in particular, of ancient know-how (soap at Corfu, traditional food recipes in Greece and Italy, etc.) that, once re-introduced and professionalized, creates new activities and value added. Integration process might involve: • local individuals and operators (both private and public or belonging to NGO, that think to be rivals or, being in the same place, they ignore each others); • projects and actions (in economic, social, cultural, environmental branches); • areas and relative resources (natural and cultural linked to heritage); • activity sectors (agriculture, handicraft, industry, trade, facilities, etc.) This approach assumes that expected actions and projects do not have been planned individually and in a different way (for instance, training courses from one side and funding supports to create receptive units in rural farms on the other side) but, on the contrary, they must be one body in a whole strategy, and they must be correlated and coordinated coherently. A table, spotting Best Practices identification criteria, follows: (Source: n. 10 interviews – Attached A)

Best Practices identificat ion Criteria

Area based Approach Bottom-up approach Partnerships Approach

Tra diti ona l Sau sag e fro m Lef kad a

“Lefkadì tiki ghì” Wine (Lefkada)

Mandorl ato – “Saint Mavra” crayons

“Ladopi ta” Traditio nal sweet olive oil

Patini Soap factory of Apostolo s Patunis

”L'oro del Parco” project

Puglia Natura Consor tium

Libera Terra Associ ation

Proje ct 4.8

Masseri a Ferri

made

YES

Innovation

YES

---

YES

Integrated approach

YES

---

YES

Creation of Net

---

YES

Transferability

YES

Sustainability

YES

Overall, hence, from questionnaires it infers that: e) Products added value is not only in its originality and quality, but also in their local dimension. These experiences demonstrate that they have been able to highlight what makes a product typically local and so authentic.

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f) In the strategy development and assessment on local products, it needs to incorporate all those elements that make add more value, such as, integration of an innovative approach, for instance processing, trading and distributing local crops. g) Usually, promoters of connection projects of local food products belong to resourceful group of farmers that co-operate on agricultural markets or supply large dealers and distributors. In some Best Practices investigated, this kind of local food manufacturer is taking part more and more to networks which promote local food products. This kind of activity can also be considered as a feedback of a system that is more and more a centralized system of food production and supply, ruled by sale interests and large scale production. h) Actual critical states of the system regard, above all, the lack of strong trading networks, also for foreign markets, and the needing of an “umbrella” brand: a tool that allows to bargain and negotiate with the large structured distribution, keeping the own entrepreneurial identity. The main issue of local entrepreneurs is “the shelf”, that is the trading layout planning.

The typical products scenario and possible paths in order to obtain the best return for the typical agricultural and food products

Thanks to the Italian Agriculture Department that recently updated and elaborated the protected origins denomination Register (2007 October), DOCG, DOC and IGT wine registers (last updating 2007, September, 24th) as well as traditional products (7° review of National register of agricultural and food products, 2007 June) is possible to compare, for each product, number of obtained acknowledgements at national and regional level. National (2007) DOP

Scenario Nowadays, Italy 3 holds 164 Italian original products (109 DOP and 55 IGP) which in terms of productions, main references regard the extra virgin olive oil, 109 fruits, vegetables, cereals, cheeses and processed IGP 55 meats, for a worth of 10 millions euro (7% total Italy). Traditiona 4330 Thanks to 164 acknowledged denominations, on 741 l products in the whole EU 4 , Italy holds the first position in the community list of origins denomination products, and DOC 314 detains 21,45% of the whole European market. In the DOCG 35 second position there is France with its 152 products, Spain and Portugal with 104, and then Greece, IGT 118 Germany and United Kingdom, holding respectively 87, 67 and 29, until Finland and Slovenia with just one product acknowledged. In Italy the production worth is assessed around 4,6

3 4

Mipaaf Updating, 2007 At European level, EU - source: registrations database of quality products – European Commission, 2006

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thousands millions Euro that becomes 9,3 milliards at consumption level (1,8 milliards made abroad). Regarding traditional products, in 2007, Italian Regions raised 4330 traditional products; the main products are fresh and processed (1.193; 28,1%), meat (716; 16,8%) follows and cheeses (456; 10,7%). Noticeably lower instead it is the significance of other sections that are beverages (alcohol free, distilled products and liquors), animal products, fish and mollusks, oils and greases, seasoning and culinary products. In reference, instead to “quality wine”, at the end of 2007 there were 35 Italian wines that were holding the denomination DOCG seal, 314 DOC, and 118 IGT. At regional level (Apulia), instead, concerning community quality labels (DOP/IGP), MIPAAF updating 2007, October, one can observe 9 DOP and 3 IGP on a total of 12 quality products, as reported in the following table: Cheeses “Caciocavallo Silano” (DOP) Reg. CE n.1263/96 (GUCE L. 163/96 – 1996.07.02) “Canestrato Pugliese” (DOP) Reg. CE n.1107/96 (GUCE L. 148/96 – 1996.06.21) Olive Oil “Terra di Bari” (DOP) Reg. CE n.2325/97 (GUCE L. 322/97 – 1997.11.25) “Terre Tarantine” (DOP) Reg. CE n. 1898 – 2004.10.29 (GUCE L. 328 - 2004.30.10) “Collina di Brindisi” (DOP) Reg. CE n.1263/96 (GUCE L. 163/96 - 1996.07.02) “Dauno” (DOP) Reg. CE n.2325/97 (GUCE L. 322/97 - 1997.11.25) “Terre d’Otranto” (DOP) Reg. CE n.1065/97 (GUCE L. 156/97 – 1997.06.13) Fruits, Vegetables and Cereals Arancia del Gargano (IGP) Reg CE n. 1017 del 30/08/2007 (GUUE L 227 del 31/08/2007) “La Bella della Daunia” (DOP) Reg. CE 1904/2000 (GUCE L. 228/57 – 2000.09.08) “Limone Femminello del Gargano” (IGP) Reg. CE n. 148 2007/02/16 (GUCE L 46 del 2007/02/16) “Clementine del Golfo di Taranto” (IGP) Reg. CE n. 1665 2003.09.22 (GUCE L. 235 – 2003.09.23) Bakery Products “Pane di Altamura” (DOP) Reg. CE n. 1291 2003.07.18 (GUCE L. 181 - 2003.07.19)

Regarding traditional products, Apulia represents 4,4% of national whole holding the acknowledgement of 190 traditional products that in the most of cases are fresh ore processed vegetable (67) or fresh macaroni and bakery products (54). To finish the supply of traditional Apulian products there are 21 products of meat section, 15 of cheeses category, 12 alcohol free beverages, distilled products or liquors, 8 products in the fish and mollusks section, 8 culinary products, 4 animal products and 1 seasoning. Concerning quality wines at regional level, just like reported in the A attachment, 25 are DOC and 6 IGT. There are not DOCG denominations. Apulia Region anticipated, besides, the establishment of “Marchio Collettivo dei Prodotti Tipici Pugliesi” (Collective Mark of typical Apulian Products) that represents a sort of protection, in a private way, of products denomination, liable to public 5 acknowledgement .

The mark is registrable in any Chamber of Commerce or directly at Italian Patents and Marks Office according to specific procedures.

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The Apulian scenario (2007, November)

With reference to Greece on reports the 2007, November updating for quality labels DOP and IGP divided by category of products. Products Category Cheeses Olives Olives Fruits, Vegetables and Cereals Fruits, Vegetables and Cereals Bakery, confectionery, candies and biscuits products Fish, shellfish, mollusks products Further animal products (eggs, honey, various dairy-milk products, except butter etc.) Oils and fats/ Olive oil Oils and fats/ Olive oil Not food products Amount DOP Amount IGP OVERALL

Number 20 9 1 12 12 1 1 1 12 14 4

DOP/IGP DOP DOP IGP DOP IGP IGP DOP DOP IGP DOP DOP 61 DOP 26 IGP 87 DOP/IGP

Hence, overall: Greek Scenario (2007) DOP IGP Traditional Products DOC

61 26 n.d

DOCG IGT

19 n.d

Valorization Paths for agricultural food quality productions: quality and collective labels

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The productions diversification based on the territorial origins represents an option, for enterprises, their associations and local public institutions, in order to get to new markets and sale networks, as well as to keep market shares. In fact, enterprises look for new forms and methods of competition 6 . That is due both by the growing competition on production costs (deriving from an open market) and by changing occurred during the last community policy (CAP), that, de facto, frees grants of supports to specific productions 7 . The valorization process of typical agricultural productions does not set aside, therefore, a valorization action on markets that joins quality features of production to a system that can warrant the safety of consumers. In other words, the aim is a valorization process of local productions based on quality and warranties for consumers rather than production costs. In the agricultural food scenario it is possible to recognize different kind of seals which mark the quality of products and be part of the following regulations 8

Community framework of quality labels (DOP, IGP, DOC, DOCG, IGT) and organic products;  National framework of traditional products (available only for Italy)  National frameworks for private or collective marks of member States. 

The possibility to add value to such “different” products/tools is an indicator, nowadays, of the real capacity of the local agricultural food system able to differentiate its own productions based on criteria both qualitative and historicaltraditional or linked to the area. Particularly, in the areas involved in the project (Apulia and Greece), agricultural food systems, even showing off their leader positions (like in Italy for instance), in terms of production quantities related to quality productions (organic, traditional, DOP, IGP, DOC, DOCG, IGT labels), do not succeed, likewise, to obtain a right acknowledgement in the main national and European markets. Such marks, hence, can be an useful tool to add value to typical products and for origin areas, providing that an analysis costs and benefits is done before. The geographic origin element cannot be “pirated”. Of course, this model provides benefits only when the geographical origin assumes a discriminant value in the options available for consumers and in the intrinsic and indivisible quality of the product. 6

7 8

Among different ways of competition chosen by enterprises, a particular importance is assumed by the offer of new facilities (according to multi-functionality principle) apart a research based on quality productions. New facilities, very often, does not fit in the traditional package of agricultural activities (agritourism, social agriculture, school factories, environmental protection and biodiversity, etc.), nowadays, those facilities allows to sustain and re-generate the agriculture in some rural places where agricultural practices are decreasing. The Decoupling System introduced by the last reform of Community Agricultural Policy – CAP (June 2003) In the following chapters is described the normative framework that rules the sole seals and some procedure to activate quality labels.

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Typical products are in a market – the food one – with a competition that is year by year more intense. For this reason the commonplace that a brand is enough, in order to obtain a market success, has to be discredited. One needs to give a service back to the local agricultural economy. The point of reference for market development is still the consumer and the investigation highlighted that, in this branch, it exists a serious lack of knowledge and information. Nevertheless typical product can aim to more profitable markets, is still subjected to competition of alternative products, typical and a-typical. For this reason, the efficiency of enterprise and industry is a priority exigency even in the typical industries. Structural limits of agricultural and agro-industrial model still remain: from the industrial pulverization to the problem of generational replacement and so the ageing of entrepreneurial population, to the scarce innovation level. Rather quite the nature and basic characteristics of typical industries make to connect the most disperse part of agricultural farms and crops processing firms. Besides, it is noticeable the aggregate efficiency of entrepreneurial subjects together in the typical industry, with many problems and constraints to define organizational efficient models for a system based on micro enterprises needful of offer homogeneity, construction of well defined qualitative levels and process certification. In the industry, besides, other constraints are the main market interlocutors: industry and distribution. Today local products development is not included in the priority strategies of such enterprises that, consequently, do not represent the “flywheel” of the sector development. Nevertheless it seems emerging signals of a new interest of distribution chains to products able to introduce significant levels of diversification, and so valorization, of offers in the individual stores. One reports in the next table possible valorization tools of agricultural and food productions, showing the related rule, of reasons that determined the choice of a tool rather than another, critical aspects to cope, competitive advantages, recipients of such advantages and finally correlated strategies.

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Valorization Paths for agricultural food quality productions: quality and collective labels Community seal origin denomination (DOP, IGP, STG), national seal origin denomination for wines (DOC, DOCG, IGT) -----------------Product seal of Organic Agriculture

Collective seal

DEFINITIONS

GUIDELINES

WHY TO ADOPT

identifies products features related to geographical areas of origins (DOP/IGP, wine) and raw materials and production methods (STG) assigns a protection to the typical product under the juridical profile assures the correspondence of product to the features of guidelines -----------------------------------identifies the link between the product and crop techniques compatible with environment and organic productions assigns a protection under the juridical profile of product obtained from organic method

- reg. CEE 510/06 – Geographic indications and origin denominations of agricultural food products (IGP/DOP) - reg. CEE 509/06 – warranted traditional specialities (STG) ------------------------ reg. CEE 2092/91, reg. CE 1804/99, reg. CE 331/2000 –

favours: base product and territory (DOP/IGP, wines); a traditional productive process (STG); a production method (organic products) assign added value to a typical organic product able to contrast the estrangement of consumers more and more focused towards widespread market products introduces strong intersectorial links with tourism activities, artistic-cultural and naturalistic heritage, area roots

- warrants the correspondence between authorized seal of partners and product features, warranting the standards - Often it is a regional seal needful to identify local agricultural productions obtained from organic agricultural methods and integrated agricultural programs respondent to certain production guidelines

- d. lgs. February, 10th, 2005, n. 30

Organic production of agricultural and animal productions d.m. 220/95

- regional rules

- allows a strong link between agricultural production and processed crops - satisfies consumers and its research of information and quality - in the instance of regional seal, keeps and increases fame levels and gets easily in interesting markets areas

CRITICALITY TO COPE extreme fragmentariness of production industries reduced firms dimensions with scarce profitability - limits trading in the instance of scarce productions and for little crops handicraft processors - sometimes decentralized location -

needing to warrant constant production quantities to contrast strategies of large scale distribution that aims to large quantities and national taste homologation with standardized products - lack of notoriety among consumers (in the instance of ecocompatible products)

COMPETITIVE ADVANTAGES - peculiarity of typical products (link to geographical production origin, link to local traditions and to a particular productive process that is handed down) and organic products (production methods linked to environmental protection) become a marketing tool

WHO CAN BENEFIT? - agricultural food companies with large quality productions production and process firms with typical limited productions on the local market

- seal is a necessary condition for industrial products (for them production technology of original area prevails) and for high quality wines (linked to excellent raw materials and high technology that enhance the characteristics); it is a necessary condition but not sufficient for typical and organic productions that have to be supported by an adequate promotion

- represents a tool to identify qualitative standards of products - realizes a process of valorization of products linked to specificity and using eco-compatible agricultural techniques - allows costs distribution that derives (communication, promotion, controls) between partners - in the case of collective regional seal, allows to use direct regional sponsors and supports

- eco-compatible or typical production firms with small quantity production – single or associated as consortiums crop processing companies or trading companies single or associated

STRATEGY GUIDELINES - develop agreements with industry and trading and make promotion abroad, involving institutions and professional industry organizations, for widespread productions - profit by potentiality of the area under tourism viewpoint and multi-functionalities of farms for small productions anyway to avoid “cannibalisms” between brands, enlarging cooperative synergies, aiming to the product image, area marketing, diversification of sale networks (retail, specialized, GFO) and of new sale networks (public catering)

- to plan management and organizational aspects - set-up effective actions of cooperative marketing - to improve distribution network with direct links producers-distributors, towards trading structures active in the area (specialized store and showrooms at GDO for organic and integrated products) and towards public catering (hospitals, nursery schools, hospices, canteens)

Source: S.Giuca, “Le politiche comunitarie e nazionali per la qualità” in “La costruzione di percorsi di qualità per la valorizzazione delle produzioni agroalimentari locali”, Working Paper, INEA, Roma 2001

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Valorization Paths: Traditional Products

Traditional agricultural food products (PAT)

DEFINITIONS

GUIDELINES

WHY TO ADOPT?

“Traditional products” are made according to methods of manufacture, preservation and seasoning, which are consolidated in the years – at least since 25 years – homogeneous in the whole interested area, according to traditional rules. Traditional or local products valorization pertains, hence, to Regions that are oriented to protect environment, agriculture (in mountain areas) avoiding areas depopulation.

Traditional product “system” is ruled by the Decree 2000, July, 18th. Rev. VI of national register of traditional agricultural food products (Ministerial Decree prot. N. 64370 2006, July, 10th)

For supporting Italian productions, National Agriculture Department, in 2000, July, established a national register of traditional agricultural food products, to update every year in cooperation with Regions.

CRITICALITY TO COPE

COMPETITIVE ADVANTAGES

WHO CAN BENEFIT?

Creating the traditional products register, there is the option to keep production processes and technologies that are fare from general outlines considered suitable in order to warrant sanitation and hygiene for consumers. The establishment of this register has represented an extraordinary chance to register all food products that belong to the productive food culture and do not have yet an adequate valorization.

Often, productions have a limited quantities and crops grow in small area that cannot justify a DOP or a IGP seal. DOP and IGP imply constraints and taxes for manufacturers who want to be conformed to the guidelines. In marginal agriculture situations, it is very difficult to cope the aforesaid guidelines.

Valorization paths for quality agriculture food productions: voluntary certification

STRATEGY GUIDELINES

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UNI EN ISO 9001:2000 "Quality Management System”

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WHAT IS IT?

GUIDELINES

WHY TO ADOPT?

PROBLEMS TO COPE

- it is an act that allows independent accredited third parties to attest the product conformity, process or facility to a specific rule or another normative document.

- it is released by independent accredited Institutions SINCERT (National Certification System) composed by UNI (Italian National Certification Institution) and CEI (European Standardization Board) - SINCERT is recognized by dir. 83/189/CEE, 1983, March, 23rd, taken in the law n. 21, 1983, June.

- National and Foreign market requirements - allows a scheduled business management, with inefficiency and discards reduction - It is an input for a continuous quality improvement

- High certification costs few certification organization in the agricultural food system - High presence of small and medium sized firms in this field, less structured Objective difficulties standardizing processes and industrial products constrained to the variability and seasonality of raw materials - “business culture” towards productive flexibility rather than using some procedures for their activities approach aiming to certification rather than specialized.

Requirements defined in the protocol do not upset the “usual” operative modalities of farms that operate according to the current rules. For instance, the utilisation of enrolled pesticides for a specific crop, made by an expert person who holds a licence, and the accurate recording, on the farm journal, of all interventions should be obvious, just like lack time, the right disposal of empty pesticides packages or the availability of a first-aid kit in the workplaces. It is also “obvious” hiring workers with regular contracts, providing, in some instances, comfortable housing according to the standards (drinkable water and electricity).

Very many Retailers established that such certification will be an indispensable requirement to be their provider

Of course some in the near future some aspects of the protocol are going to be reviewed and rendered more and more close and adherent to specific local conditions.

- It is an operative tool recognized worldwide. Nowadays the standard comprehends 80 thousands certified manufacturers at least in eighty countries, Europe, America, Africa and Asia.

It is plain that to satisfy some requirements in different contexts one must take into account of socio-cultural condition of Countries interested by certification activities (standard is good worldwide). Under the economic viewpoint, negotiation between buyersupplier is a big deal (will the effort be recognized, in order to satisfy more sever requirements?)

- Ability to improve for responding to more complex demands is a strategic element to succeed, therefore, an independent qualified verification can contribute not only to clear the whole process, but also to go “beyond the conformity”, to create in the common effort verifierverified a real competitive advantage for enterprises.

- UNI EN ISO regulation 9001:2000 “Quality management systems . requirements” (*) specifies requirements which a firm must satisfy to demonstrate the ability in order to supply products that satisfy customers requirements and limits of the law.

GLOBALGAP PROTOCOL

It is an outline for international certification of Good Agriculture Practices – GAP (good agricultural practices) that contemplates: safe productions for buyers; traceability; minimum utilisation of chemicals; specific attentions to environmental protection; care of hygiene during food products handling; health and workers safety; elements related to business management

COMPETITIVES ADVANTAGES - assigns an active role to farms both towards customers (cooperatives or factories), and towards their own suppliers (composts, feedstuffs, consultants, etc.) - represents a commercial “plus” Because it is adopted to warrant ability to operate even when this warranty is not required directly by the customer - implies advantages in terms of image in the markets - it is a marketing tool for industrial products which final features are determined just by the productive process used

WHO CAN BENEFIT?

STRATEGY GUIDELINES

- agricultural food companies in the market with their own brand (convenient products) - manufacturers residing in DOP/IGP areas (better with large quantity productions) - firms that supply crop processing industry in contract conditions (also collective marks)

- “UNI EN ISO 9002 quality Systems – Warranty quality manufacture model, installation and service” regulation appears like the model generally suitable for farms - The farm has to consider the following aspects: contract – before producing one has to focus on customer requirement; purchases – it is important to ask to suppliers for quality warranties of products and supplied facilities; processes – processes management is made focusing on critical aspects

- “Euro retailer produce working group” association – Eurep – is a midpoint between retailers and farmers and it has been designed to establish a common protocol for crops, more responding to modern demands of sustainable agriculture. - The outline is applicable both for individual farmers and manufacturer organizations (legal structures such as cooperatives and consortiums) (PMO – Produce Marketing Organization); in the last years a documented quality system is required. It is able to manage relationships between associated manufacturers. The essential aspect is that the protocol regards only farms activities (even though under any kind of legal forms, public limited liability companies (S.p.A.) included).

Strictly technical-agronomic aspects are extremely interesting, and certainly sized for Italian farmers, starting from risk analysis of a new place, going through the fertility keeping of the soil and protecting wild fauna, ending to the total productions traceability. First ring of “die traceability”, nowadays a milestone for community policies, in the present and future legislation, is so “constrained” in a very reliable way. Qua one reminds that Reg. UE 178/2002, going for the “hardest” parts since 2005, January, 1st, imposes not only the whole traceability of agricultural food products, but also the use of HACCP methods (Hazard Analysis Critical Control Point) in the main productions… In other words, who is not marginalized by the market then will be kicked off by the law.

(*)ISO 9001:2000 takes the place of ISO 9001, ISO 9002 e ISO 9003, ISO 9004 del 1994 becoming the only reference rule (guideline) for contractual and third parties certification purpose

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Costs-Benefits Analysis of geographic denominations (DOP and IGP) In this section, is analyzed the “costs-benefits” issue related to corporate decision to start up a registration procedure DOP/IGP. How it will be shown, variables in the field will be very high and very often not easy to quantify and assess. They depend both on the characteristics of single enterprise and on the whole productive system. The choice to adopt a geographic Denomination results from a careful economic costs-benefits analysis. The cogency of the Denomination depends from one side on reduction of utilization costs, and from the other side on obtainable benefits increasing. Generally, decision about whether or not to use the Denomination is part of managerial strategy that characterizes single enterprises, and particularly of typology of target markets and demands of intermediate and final customers, and of course of human and physical resources of the firm. Concerning the business size, one observes that most of enterprises that operates in systems linked to typical productions are PMI (small medium-sized enterprises), and very often they are directed to trade on local sale networks where DOP-IGP does not provide any particular informative value and/or warranty qua there are other issues (trust, geographical and cultural proximity). On the contrary, for enterprises that operate on long/modern networks, Geographical denomination appears a very effective tool. One reports a resume about the main costs and benefits (short term) related to the geographical denomination choice (DOP, IGP).

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ] COSTS-BENEFITS ANALYSIS FOR A SHORT PERIOD

Preliminary Costs

Direct Costs COST S A N A L Y S I S

Indirect Costs

Not-conformity Costs

Complementar y Costs

Costs supported to obtain the Denomination protection, generally fixed costs (independent from enterprise number and production volume), that regard experts consulting in order to redact technical and historical reports attached to the Disciplinary, or the animation activity

- Price increasing due to DOP-IGP logo, that adds a value to the product (more buyer’s availability to pay) and to a “cleaning” of fakes market that uses deceitfully the geographical name (supply decreasing of typical product on the market).

Costs linked to control activities in order to verify the respect of Disciplinary, which size depends on many variables such as product typology and productive process, productive volumes size of single and complex enterprises, the die structure, but it is anyway strictly dependent on specific disposals contained within the Disciplinary and the Control Plan derived.

- provided warranty for the characteristics of the product towards whoever knows the warranty system Reg. CE 510/06, nowadays more popular beside intermediate “professional” customers (i.e. modern distribution buyer) than final ones.

In this category there are structural and operative improvement costs necessary to satisfy the Disciplinary. They regard both enterprises (i. e. plants arrangement and organisational and procedural reviews, raw materials increasing cost) and the whole system (i.e. creation of collective support system) These are determined by a lack on the market location (or from the inferior positioning on the market) of products that do not satisfy the requiredBENE standards of the Disciplinary. F I Costs deriving from the needing to set up promotional T activities and keeping watch on the correct use of the S Denomination. These costs, generally, are burdened by collective organizations (i.e. guardianships A Consortium) and/or public Institutions. N A further category is about exclusion costs, deriving A from the fact that some enterprises, that were L producing typical products before to obtain the Y community protection, do not have the possibility to S be conformed to the Disciplinary, with consequences I such as lacks in revenues and a possible decreasing S of investments value linked to the specific productive

- the growth of logical quality in the enterprise thanks to the adoption of quality certifications; The whole qualification of supply (assortment), which uses DOP-IGP as “medal”. Here comes the consolidation of existing sale networks or the possibility to route new sale networks (particularly GDO, export, long networks). The collective viewpoint does not have to be underestimated. This is expressed by public local institutions, where DOP-IGP is conceived as a tool to develop local development process, giving a better image of the area and increasing the knowledge of subjects involved in the typical product industry.

Concerning the “costs”, one observes that a more careful redaction of the production disciplinary, supported by an efficient collective organizing, can provide a less difficult use of denominations, particularly for small products and for small enterprises. In fact such costs depend on the way the disciplinary is made: an excessive specification of less considerable details, can involve both a direct costs increase (i.e. analysis, consulting) and an indirect costs increase (i.e. not conformity), pre-empting the convenience to denomination use. Concerning “benefits”, one reminds that large part of success of Denomination is linked to the importance of geographical name used. Very often, some Denominations are registered just with the goal to “create”, more than “defending”, a reputation linked to the geographical name. In these cases, where often the registering initiative is strongly wanted and supported by local public institution networks, the scope is to stimulate and restart the local economy taking advantage of the “medal effect” that comes from community protection concession. As much often, however, enterprises are not sufficiently involved and/or interested, for real difficulties to get profits in the market of Denomination or because the honour of their brands is higher than the denomination seal. In this instance, the denomination mark would smooth the

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message about the quality level of the product at consumer level. In these cases it should be necessary to build and/or maintain the reputation through collective and/or public actions. In conclusion, it is opportune to consider that, in the business decision to start up a community acknowledgement procedure there are 4 precise elements; consumers, market, competition and rural development. In fact, alimentary consumption model changed very much against a different perception of life quality. Buyers display new needs that can be satisfied by intrinsic specific properties of the product (sensorial characteristics, nutrition facts, genuineness, food safety, etc.) and extrinsic (typicality, traditions, ecocompatibility, animal welfare, ethical features of the product, etc.). They are, besides, interested to establish strong connections with cultural identities of original areas; Under the market point of view, like already said, European quality labels can be used by enterprises as a differentiation quality tool to avoid the competition on the production costs side. In the same time, strong reputation that characterizes most of typical products has to be protected from limitations and usurpations to provide a correct and loyal image (unfair competition); In the end, for the multi-dimensional link to the area, typical products can give a good hint to the rural development, keeping traditions and cultures, social and economic vital systems, especially in disadvantaged areas, providing a “flywheel” effect on the local economy.

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Part III

The normative overview, tools and procedures to promote typical agro-alimentary products

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his section of “good praxis survey” shows the guidelines related to traditional agricultural food production, DOP and IGP products, DOC, DOCG and IGT wines IGT, as well as the specific rule for collective marks. In reference to the involved Countries (IT and GR) one observes that typical products can be distinguished at least in two main categories: a) typical products covered by an acknowledged denomination, generally defined by community rules in the matter; b) typical products linked to a certain area, precise production techniques, traditions of some areas and, however, apart the acknowledged de facto do not show well defined formal credentials. If in Italy, the latter products have found an acknowledgement in the rule regarding “traditional products”, the same did not happen in Greece that complains (also in the reported interviews) the lack of a discipline of typical products. In this section, therefore, rules of community marks are described (for both Countries: Italy and Greece); Italian regulation of traditional products and collective marks (IT). Finally, one reports, a resume of procedures and requirements to get a collective mark and to get the DOP/IGT requirement.

The regulation of DOP, IGP and traditional products Traditional agro-alimentary products, together with DOP and IGP products, DOC, DOCG and IGT wines, and products worthy of EU recognition for which one uses particularly prized raw materials are considered as “typical products”, and are the object of particular attention from local, regional and national governments, and from the EU. The promotion and recognition of the peculiarities of typical products was taken into consideration also from a normative point of view with approval of legislative initiatives at a national and EU level. With Regulation 2081/92, the EU showed a first and unequivocal signal towards the new policies aimed at promoting “territory-based" products. In particular, with the institution of the DOP (Protected Denomination of Origin) and IGP (Protected Geographical Indication) brands, Brussels aimed at protecting typical agro-alimentary products through the safeguarding of two main interest categories. That of the producers, through the exclusive use of the denomination, and the simultaneous ability to forbid and prosecute any type of illegal use of the brand by subjects with no right to do so, and that of the consumers, always more interested in local productions, who by using the denomination can make use of information on the origin and quality of the product.

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At a later date, at National level 9 (ITALY), there was given the possibility, through the creation of a list of traditional products, to maintain processes and production technologies that vary from those generally considered suitable in giving the consumer the necessary hygienic and sanitary guarantees. The creation of this list represented an extraordinary opportunity of registering those alimentary products that while being a part of local alimentary and productive culture have not as yet had the possibility of an adequate promotion. In 2006 there was published, after a very long wait, new regulation 510/2006, which clarifies and simplifies the norms relative to the geographical indications and the denominations of origin of agricultural and alimentary products, a subject regulated by Council regulation n. 2081/92 (EEC). The new regulation, at EU level, makes the recognition procedure for geographical indications more straightforward, with a shortening of the timings involved for objections and with a greater co-ordination between national and EU institutions. The modification of the recognition procedure was made necessary by the large quantity of registration applications made to the European Commission, taking into account the large delays in registrations witnessed in recent years. Below is a table summarising the normative updates: European norms (DOP, IGP) EC Regulation n. 510/2006 of the Council (20 March 2006), concerning the protection of geographical indications and denominations of origin of agricultural and alimentary products. EC Regulation n. 1898/2006 of the Commission (14 December 2006), containing modalities of application for EC Regulation n. 510/2006 of the Council, concerning the protection of geographical indications and denominations of origin of agricultural and alimentary products. Forms attached to EC Regulation n. 1898/2006 of the Commission containing modalities of application for EC Regulation n. 510/2006 of the Council: EC Regulation n. 509/2006 of the Council (20 March 2006), concerning the guaranteed traditional specialities of agricultural and alimentary products. Control structure communicated by the Member States in accordance with article 10, paragraph 2, of EEC Regulation n. 2081/92 concerning the protection of geographical indications and denominations of origin of agricultural and alimentary products. EEC Regulation n. 2081/92 and successive modifications and integrations on the basis of Circular n. 4/2000

At the Italian level 1 0 , Circular n. 4 (28/06/2000), published by the Ministry for Agricultural and Forestry Policies, contains the regulations regarding the presentation of applications for registration as DOP and IGP, and the pin-pointing of the relative administrative procedures. Regarding requests for registration as a Protected Denomination of Origin (DOP), and as a Protected Geographical Indication (IGP) for agricultural and alimentary products, in conformity with art. 5 regulation (CEE) n. 2081/92, the Ministry for Agricultural and Forestry Policies, in the same Circular, foresaw the opinion of the Region containing the area of production. The Directorate General for Agriculture decided it was necessary to define the regional procedures regarding the preliminary investigation and the formulation of their opinion, adopted by Decree of the Director General n. 17632 (20/07/2001).

Traditional products are regulated at the Italian national level. In Greece there is no specific regulation regarding traditional products. 10 Below are the Italian (DOP/IGP) regulations. Greek regulations DOP and IGP products are not available.

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National norms (ITALY) ( DOP /IGP ) S uspen sion of t he de cr ee of 17/11/2006 fix ing t he “pr ocedur e a t na tion al level for DOP an d I GP reg istrat ion , in accordan ce w it h EC Reg ul at ion n. 510/2006” ( 3 Jan ua ry 2007) Min iste rial D ecre e int egr at ing the De cr ee of 17 Novem be r 2006 – publ ishe d in G:U . n . 276 Gen eral Ser ie s - ( 27 Novem be r 2006 – Proce dure at na tion al le ve l for the reg istr at ion of DOP and IG P product s, in accor da nce with E C R egul at ion n . 510/2006. ( 22 De ce mbe r 2006) Min iste rial De cr ee of 17/11/2006 r ega rdin g new re quests for D OP a nd IG P reg istr at ion of agr oal ime ntar y product s in a ccor da nce with E C Regula tion 510/2006. The Min iste rial De cr ee w as publ ishe d in G.U. n . 276 ( 27/11/2006). MIPAF Circul ar n. 4 (28/06/2000), cont aining t he disp ositions for pre se nt at ion of appl icat ions for DOP an d IGP r eg istr at ion, a nd t he pinp oint in g of t he r ela tive administ ra tive p roce dure s.

Following the “long awaited" revision of European regulations in 1990, in order to bring Italy into line with the norms contained in recent EC regulation n. 501/2006, the Ministry for Agricultural, Alimentary and Forestry Policies revised, with Ministerial Decree of 17 November 2006, its own procedures regarding new requests for DOP/IGP registration of agro-alimentary products. This fixed more precise criteria regarding the registration of Protected Denomination of Origin (DOP) and Protected Geographical Indication (IGP) products. It specifies in detail who can present the application for a product’s recognition as DOP and IGP, the documents needed and the procedures to be followed.

Traditional agro-alimentary Traditional agro-alimentary products are part of an exclusively national (Italian) set of rules and regulations. In fact, in order to support Italian productions, the Ministry for Agricultural Policies instituted in July 2000 a national list of traditional agro-alimentary products, to be updated in collaboration with the Regions every year.. "Traditional products" are those agro-alimentary products for which one uses methods of food-processing, storage and seasoning that have been consolidated over time (at least 25 years), and which are homogenous across the whole interested territory according to traditional rules. The productions concerned are often limited from a quantitative point of view, and are cultivated on territories that are too small to merit DOP or IGP status. DOPs and IGPs mean extra obligations and responsibilities on the part of the producers which for marginal agricultural situations are difficult to deal with. The promotion of traditional or local products therefore lies with the Regions, which aim at safeguarding the environment and mountain agriculture, and which want to avoid territories being abandoned. Na tion al n orms “ Trad it ional Prod ucts”

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Min iste rial Circul ar n. 10 (21 D ecemb er 1999) D ecre e of 18 Jul y 2000 "Nat iona l list of t ra dition al a gr o- al ime nt ar y pr oduct s" pub lished in the ordinary supp lem ent of G.U. 194 (21 Aug ust 2000) – gen er al se ries

Min iste rial De cr ee 350/99 L egisl ative D ecre e 173/98, ar t. 98 “EU ” L aw 526/99 ar t. 1o Min iste rial Circul ar s n. 10/99 an d n. 2/2000: crite ria a nd m odal it ie s for t he pre disp osit ion of the list of tra dition al pr oducts L egisl ative D ecre e 155/97 C arryin g out of Region al L aw 26/94

The regulation of the collective brand The collective brand represents a form of protection, from a private-enterprise point of view, for the denomination of products subjected to public recognition 1 1 . This is therefore regulated by article 2570 of the Civil Code, in so far as it is instituted by private law, and by the new “Code of Industrial Property” (Legislative decree n.30 - 10 February 2005). Article 2570 of the Civil Code establishes that “the subjects whose function is to guarantee the origin, nature or quality of determined products or services can obtain the registration of collective brands, and may allow their use, according to the norms of the respective regulations, by producers or dealers". Article 11 “Collective Brand” of Legislative decree n.30 - 10 February 2005 provides as follows: 1. the subjects whose function is to guarantee the origin, nature or quality of determined products or services can obtain the registration of collective brands, and may allow their use, according to the norms of the respective regulations, by producers or dealers. 2. the regulations concerning the use of collective brands, controls and relative sanctions must be attached to registration application; modifications of the regulations must be communicated by the owners to the Italian Office for Patents and Trademarks in order to be included with the documents attached to the application. 3. The dispositions of commas 1 and 2 are applicable also to foreign collective brands that are registered in their country of origin.

The brand can be registered at any Chamber of Commerce, or directly at the Italian Office for Patents and Brands, according to specific procedures.

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4. Making an exception to article 13 1 2 , comma 1, a collective brand can consist of brands or indications that in commerce can be used to designate the geographic provenance of products and services. In this case, however, the Italian Office for Patents and Trademarks can refuse, with a reasoned order, its registration when the brands requested might create situations of unjustified privilege, or in any case prejudice the development of similar initiatives in the Region. The Italian Office for Patents and Trademarks may ask in this respect the opinion of the public administrations, as well as interested or competent categories and organs. Once a collective brand constituted of a geographic name has been instituted the owner is not authorised to forbid its use in commerce to third persons so long as this use is in conformity with the principles of professional correctness and is therefore limited to indicating its provenance. 5. Collective brands are subject to all the other dispositions of the present code, so long as this doesn’t contrast with the nature of the brands themselves. Those having the right to register collective brands are therefore those subjects, including natural persons, whose task is not that of producing or commercialising but rather that of checking and guaranteeing the qualitative standards, provenance and composition of a product, regulating the use of the collective brand and awarding it only to those products that respect the established criteria. The collective brand, being a mark of certification or quality and being used by a number of entrepreneurs, presupposes the constitution of particular institutions and associations that own it. The substance of the owning institution/promoting organisation, normally a consortium of producers, consists in the creation of a private-enterprise type unitary organisation, which is tasked with co-ordinating the actions of the individual participants. In this field quality controls are carried out, and sanctions are decided for those users that violate the statuary norms on the use of the brand. The promoting organisation registers the brand and becomes the owner. The collective brand, therefore, is awarded to legally constituted institutions or associations that have the objective of guaranteeing the origin, nature or quality of specific products or goods, and they are then allowed to award its use to the entrepreneurs belonging to the institution or association. The owner of the brand is not the entrepreneur making use of it, but rather a third party tasked with being a guarantee and carrying out certification. In order to obtain the awarding of a Collective Brand Registration certificate (initial request or renewal), the applicant must also present a copy of the statutory norms concerning its use 1 3 , of the collective brand and of the relative 12

Art. 13. Distinguishing eligibility Comma 1. It is not possible to register as company brands those brands that have no distinctive character, and in particular those that are made up exclusively of generic product or service denominations, Or descriptive indications referring to them, such as the marks which in commerce are used to designate species, quality, quantity, use, value, geographic provenante, time of manufacture or carrying out of the service, or other characteristics of the product or service. 13 Use of the geographical collective brand To become the owner of a collective brand one must: a) Elaborate a regulation for the use of the collective brand, which contains: - the description of the product characteristics that need to be earmarked; - the definition of the modalities used in the production process; - the setting up of sanctions for when there is a difference in the prescriptions of the regulation (monetary sanctions, withdrawal of permission to use the brand in more serious cases); - the setting up of a system of controls.

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sanctions. Eventual modifications to these norms must be communicated each time to the Italian Office for Patents and Trademarks. The collective brand does not therefore have the function of marketing the specific product or service of a specific entrepreneur (natural person or company), but rather of guaranteeing the nature, origin and quality of a product or service, which all the entrepreneurs who respect the production regulations can make use of, as established by the Regulation regarding use of the Collective Brand, which must be attached to the application for brand registration. It is to be remembered that use of the geographic collective brand is only allowed so long as it doesn’t create conditions of unjustified privilege or prejudice the development of similar initiatives in the same Region. Regarding their protection, the subject of collective brands is regulated by the same dispositions of trademark law that concern private company trademarks. A particular circumstance concerns the geographical collective brand (article 11, comma 4 of legislative decree n. 30/2005): its use cannot, in fact, prevent other entrepreneurs indicating the geographical provenance of their own products, so long as it is professionally correct, and therefore limited to an indication of provenance (i.e. merely to describe the product on the label and not as a distinguishing place-name as a component of that same brand). Below is a summary containing the normative base upon which the technical platform of the present Interreg IIIA Greece-Italy project will be constructed.

b) Present the application for registration of the brand to the Italian Office for Patents and Trademarks (UIBM) or, if protection is needed at EU level, to the Office for the Harmonisation of the Internal Market). c) Allow the use of the brand by the producers that request it. The entrepreneur planning to use the collective brand must make a request to the owner of the brand, and may use the brand so long as he/she undertakes to respect the regulations and undergo the relevant controls.

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Product Typology

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European norms

National norms (Italian)

EC Regulation n. 510/2006 of the Council (20 March 2006), regarding the protection of Suspension of the decree of 17/11/2006 fixing the “procedure at national level for DOP and geographical indications and denominations of origin of agricultural and alimentary products IGP registration, in accordance with EC Regulation n. 510/2006” (3 January 2007)

DOP, IGP

EC Regulation n. 1898/2006 of the Commission (14 December 2006), containing the modalities of application of EC Regulation n. 510/2006 of the Council, regarding the protection of geographical indications and denominations of origin of agricultural and alimentary products Forms attached to EC Regulation n. 1898/2006 of the Commission containing the modalities of application of EC Regulation n. 510/2006 of the Council. EC Regulation n. 509/2006 of the Council (20 March 2006), regarding guaranteed traditional specialities of agricultural and alimentary products. Control structures communicated by the Member States in accordance with Article 10, paragraph 2, of EEC Regulation n. 2081/92, regarding the protection of geographical indications and denominations of origin of agricultural and alimentary products. EEC Regulation n. 2081/92 and successive modifications and integrations on the basis of Circular n. 4/2000 Traditional products are not regulated at European level.

Traditional Products

DOC, DOCG, IGT

Ministerial Decree of 22 December 2006 published in the Official Gazette (G.U.) – general series – n. 2 of 3 January 2007, regarding the “Integration with Decree of 17 November 2006, regarding the procedure at national level for DOP and IGP registration, in accordance with EC Regulation n. 510/2006”; Ministerial Decree of 17/11/2006 regarding new requests for DOP and IGP registration of agroalimentary products in accordance with EC Regulation 510/2006. The Ministerial Decree was published in G.U. n. 276 (27/11/2006). Decree of the Director General n. 17632 (20/07/2001): definition of the regional procedures for the preliminary investigation and formulation of the opinion, in accordance with art. 5 of EEC Regulation n. 2081/92. MIPAF Circular n. 4 (28/06/2000), containing the dispositions for presentation of applications for DOP and IGP registration, and the pinpointing of the relative administrative procedures.

Sixth revision of the national list of traditional agro-alimentary products (Ministerial Decree con prot. n. 64370 (10 July 2006) Circular n. 2/2000: criteria and modalities for the predisposition of the list of traditional products Decree of 18 July 2000 "National list of traditional agro-alimentary products" published in the ordinary supplement of G.U. n. 194 (21 August 2000) – general series Ministerial Circular n. 10 of 21 December 1999. Ministerial Decree 350/99. Regulation containing the name for the pinpointing of the traditional products described in article 8, comma 1, of the legislative decree of 30 April n. 173

“EU” Law 526/99 art. 1 – Dispositions for the carrying out of obligations deriving from Italy’s membership of the EC. D.Lgs.173/1998, art.8. Modalities for the presentation of the application for insertion in the list of traditional agro-alimentary products and definition of the criteria relative to the preliminary investigations for the list. Legislative decree 155/97 carrying out Directive 93/43/CEE and 96/3/CE Carrying out of Regional Law 26/94 EC Regulation n. 1493/1999 of the Council, regarding the common organisation of the Law n. 164/92 regarding the new regulations of denominations of origin (G. U. 26 February wine-growing sector (wine OCM), instituted a complex EU regime regarding in particular the 1992, n. 47, S.O.) from D.P.R. n. 348/94 and from the relative “production regulations”. following areas: production potential, market mechanisms, wine-making practices, wine classifications, labelling and trading regime. Such wines are regulated by EEC Regulation 823/87. EC Regulation n° 2585/2001 of the Commission (19.12.2001) modifying Regulation Registry of vineyards producing DOC and DOCG wines. Normative references: 1493/99 D.P.R.12/7/1963, n.930, L.10/2/1992 n.164, D.P.R. 24/5/1967 n.506, D.M. 10/4/1992, Ministerial Circular regarding the co-ordination of agricultural policies 26/11/1993 n.28, D.P.R. 20/4/1994 n.348.

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EC Regulation n. 753/2002 of the Commission (29 April 2002), which fixes certain modalities for the application of EC Regulation n. 1493/1999 of the Council regarding the designation, denomination, presentation and protection of certain wine-growing products EC Regulation n. 1607/2000 of the Commission (24 July 2000), containing the modalities of application of EC Regulation n. 1493/1999 regarding the common organisation of the wine-growing market, in particular with regard to the chapter regarding quality wines produced in specific regions. Collective Brand

Database of the Ministry for Agricultural Policies (Lists, comprehensive of normative references, of DOCG, DOC and IGT wines, updated up until 31/12/2006)

Is regulated by the civil code (art 2570), in so far as it is instituted both by private law and by the new code of Industrial property (legislative decree of 10 February 2005, n. 30)

Requirements for geographic collective seal product Legitimated Subjects Association Requirements

Identification modalities and proceedings

To whom present query

Subjects, corporeal people included, whose task is not producing and commercialize, as rather control and guarantee qualitative standards, origin and composition of a product, tuning the collective seal use and granting it only to products complying with settled criteria. Institutes or lawfully constituted associations having the aim of guarantee the origin, nature or quality of specific products or wares, having the ability of concede the seals selves use to contractors who belong to the institute or association.

Manufacturers' associations or producers' unions For Brand acknowledgment, specific proceedings have to be follow: 1. Titular institute establishment 2. Statute realization 3. Brand use rule book realization 4. Disciplinary realization 5. Logo planning and Brand recording Query can be presented in any Chamber of Commerce. Can be sent directly, by return ticket registered letter, addressed to Italian Brevets Office and Brands, Via Molise, 19 - 00187 ROMA. Storage at Chamber of Commerce can be done directly by the petitioner, or by way of an agent chosen among advisors in intellectual ownership (mandatory), registered members in specific professional board owned by U.I.B.M (www.ordine-brevetti.it), or among lawyers and legal procurators registered in their own boards, or by 3rd parties.

Documentation to present

Documentation needed to register a collective brand includes: 1) Registration request on the specific form in 4 copies (the original copy and 3 as duplicate) 2) Payment acknowledgment Taxes and Government Grants 3) 2 REVENUE STAMPS 4) Money Payment next to Chambers of Commerce.

Times: Inquest/Valuation

Inquest/Valuation Times are very slow. Even 3 years. Anyhow it's needed specify that product protection begins the storage day. Afterwards will be registration ®. Product will result stored but not yet registered, anyway totally copyrighted.

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Requirement to request DOP/IGP acknowledgment Legitimated Subjects

Association constituted by the totality of producers and/or transformer actually producing or transforming agricultural or food product for which is requested the DOP or IGP acknowledgment.

a) be constituted with public act; b) Have among corporate aims, product registration for which is presented the request; c) be producers and/or transformers placed in territory marked off by the disciplinary related to art.4, EC guideline n. 510/2006);

Association Requirements

To whom present Documentation to present

d) represent a percentage of the identification object production higher than 50% of the actual production in the marked off area and higher than 30% of enterprises currently involved in production. e) include among the statute forecasts, according to the corporate scope, the obligation to not solve before the aim achievement for which it was built up (like impossibility to achieve it cause of a legal shape modify). To the association are equivalent also promoter or organizer committees, having requisites above described, suitable to represent producers and/or transformers economic stakes involved in.. Legitimated subject, presents registration DOP or IGP instance to the Italian Agriculture Department - General Direction for agricultural and food quality - QPA Office III (Italy) or to the competent national authority for Greece. Within the instance have to be transmitted the following documentation: a)constitutive_act-and-statute; b) assembly deliberation or equivalent act from which results the producers' will to present instance for DOP and IGP products registrations, if such forecast isn't included in the constitutive act; c)production_disciplinary; d) technical report from which is clearly shown the link with territory, agreed upon cause connection between geographic zone and product quality or feature (for DOP) or a specific quality, reputation or another product feature (for IGP). By the technical report have also to be shown that product for which acknowledgment is requested, presents at least one qualitative feature that makes it different by the same products typology standard, obtained out of the production area;

Aforementioned percentages have to be verified among the <<producers and users>> category, such as detected by the art. 4 of the ministerial act April, 12th, 2000 involving <<General disposals relating unions denomination protected origins (DOP) and geographic protected indication (IGP) safeguard representative ness requisites>>: dairies in the cheese spinneret; producers in the non transformed fruit, vegetables and cereals spinneret; working enterprises in the transformed fruit, vegetables and cereal spinneret; olive growers in the fatty spinneret; farmers and butchers in the fresh meat spinneret; working enterprises in the meat preparation spinneret; preparers in the bakery products spinneret.

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g) h) i)

historic report, equipped with bibliographic reference, to prove at least a 25 years of the product production in matter, consolidated use in commerce or in common language, denomination from which is requested registration; socio-economic report including following information: 1. product and productive structure: actual produced amount; forecast 5 years term production amount; Involved enterprises number, distinguished by single segment for spinneret (actual and potentials); Geographic destination of product (actual and in 5 years term); 2. request: actual; forecast in 5 years term; adequate size cartography to consent the production area precise identification and its borders; contribution destined to cover expenses, according to art. 18 (EC guideline n. 510/2006), payment receipt. declaration attesting all information supplied are true.

Production disciplinary must include:

Art. 4 EC Guideline: Disciplinary includes at least following elements: a) agrarian or foodstuff product name including origin denomination or geographic indication;; b agrarian or foodstuff product description by showing raw materials and main physics, chemical, microbiological or organoleptic features; c geographic area borders and, in case, elements showing accordance with art. 2, par. 3; d elements showing agrarian or foodstuff product is original from the geographic area bordered, related to art. 2, par. 1, letter a) or b);

a) all elements which are in art.4 (EC guideline n. 510/2006); Production disciplinary features

b) suitable elements to identify product is requested protection even by setting a logo established by a sign and/or words which have to be supplied print features: sizes, fonts, colorimetric index; proposed mark must own originality requisites, distinctive capability and compliance with peace and good habit Using an already registered mark can be allowed, if reputed suitable, according with its titular express renunciation. Date of protection will be the origin denomination acknowledgment or interested geographic indication.

Times Inquest/Valuation MIPAF

According to Member Country territorial structure is acquired each Region or Self Governing Province opinion in which territorial range is located the production area. Ministerial procedure first phase

e) Agrarian or foodstuff product achievement method and, in case, local methods, loyal and constant, elements inherent conditioning, when the requesting association, according to art. 5, par. 1, fix and explain that conditioning must be in the geographic area bordered for safeguard quality and guarantee origin or assure control; f) elements justifying: i) link between agrarian or foodstuff product quality or features and geographic environment related to art. 2, par. 1, letter a) or, ii) link between agrarian or foodstuff product particular quality, reputation or another feature and geographic environment related to art. 2, par. 1, letter b); g) Authority or disciplinary act controller's name and address, and relative specific tasks; h) Any specific rule to label agrarian or foodstuff product; i) eventual requisites to respect cause of community or national disposals.

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a. Petitioner subject legitimization verify; b. documentation completeness as found by art.3, par. 3 of the present act and correspondence to requisites and condition fixed by guideline (EC) n. 510/2006, with particular link to art.3, par. 3, letter c, and elements showing at least a 25 years production; c. socio-economic data to assure required acknowledgment can supposedly bring economic profit, agreed upon as added value of the product or possibility of new market sought and avoid denomination usurpation; d. Production Disciplinary Suitability; e the product doesn't appear in the same geographic area or in a just neighboring area.

Administration observations and eventual relieves following each above mentioned verifications, are communicated to the requesting subject and to the competent Region or Self-governing province. The missed causes removal on which above mentioned relieves are established in a 90 days term, forms contrasting element to course of investigation and fix the process closing.

Ministerial procedures second phase 1 Once finished the above mentioned verifies with positive result, Administration communicates to the requesting subject and to Region or Self-governing province territorially competent, transmitting the production disciplinary in the final version. 2. Afterwards Administration makes agree with requesting subject and with Region/s and/or Selfgoverning province/s, territorially competent, places and offices for public verification reunion. 3. Department communicates to the same subjects date and time in which the above mentioned reunion will take place and invite involved selves to give communication to city council, to professional and category organizations, to the producers and to interested economic operators. Same Subjects have to assure with objective evidences, supplied before at the begin of the public verification reunion, giving the maximum visibility to the event also by announcement diffusion, bill posting or other equivalent medias. Distribution modalities and amplitude have to be coherent with interested production areas. 4. The aim of the public verification reunion is allow Ministry, as responsible subject of the declaration related to art. 5 par. 7, letter C guideline (EC) 510/2006, to verify proposed discipline correspondence to loyal uses and constants expected by the guideline in matter. 5. Afterwards, Administration processes, agreeing with the petitioner subject who requested registration, the exclusive document related to art. 5 par. 3, letter C guideline (EC) 510/2006.

Art. 5 par. 7, letter C of guideline (EC) 510/2006 art. 5, par. 7. For each favorable decision related codicil 5, 3rd codicil, adopted by the member state, this one gives to the Commission: a) Name and address of the requesting association; b) Exclusive document related to par. 3 letter C; c) A member state declaration affirming the form has been delivered by the association that take advantage of the favorable decision that, in his/ her opinion, present guideline conditions and relative application disposals; d) reference of disciplinary release, about par. 5, 5th codicil.

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ] e) An exclusive document limited to the following elements: i) main disciplinary elements: denomination, product description, included specific rules that can be applied to its conditioning and its label, and its concise description of the geographic area bordering; ii) Product link description with geographic environment or obtaining methods that justify link self. Documents above mentioned, written in one of the official European Union institutions language or accompanied by a translation certified in one of that languages.

7. Ministry provides releasing into the Official Gazette, the proposal about discipline production so that all interested subjects can view and present eventual observations. Spent 30 days by the release date into the Official Gazette, in lack of observations, or after have them valued with promoting subject and with Region/s and/or Self-governing Province/s territorially competent and have solved eventual dissents, Ministry notify to the Commission, the request of registration and related documentation.

The Committee reviews with suitable means the application submitted according to the art. 5 to establish whether is justified and satisfies all requirements of this regulation. This review should be done within the term of 12 months. The Commission publishes every month the list of denominations that are object of registration, as well as the presentation date. European Commission Review

When on the base of the review according to par. 1, first codicil, retains satisfied all conditions of this regulation, the Committee publishes on the official Bulletin of European Union, the only document related to the Disciplinary release, art. 5, par. 5, fifth codicil. On the contrary, the Committee decides to reject the application according to the procedure of art. 15, par. 2. In the term of six months after the publication in the official Bulletin of European Union, art. 6, par. 2, first codicil, every member State or third Countries can object to the proposed registration, submitting a detailed declaration of reasons to the Committee.

The member state assures the favorable decision will be published and each physics or legally individual having a legitimate interest, can have medias to appeal. The member state assures the disciplinary version object of the favorable decision will be published and assure an electronic access to the disciplinary. When the date of request presentation to the Commission become effective, the same member State can deliver protection, just in temporary way to the denomination, related to the present guideline at national level and, if needed, an adaptation time.

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If the Committee does not receive oppositions according to par 3, then it will proceed to register the denomination. Registration is published on the official Bulletin of European Union. 5. If the opposition is receivable according to par. 3, the Committee invites the stakeholders to start up suitable consultations. If they reach an agreement within 6 months, the stakeholders provide all elements that made them to reach the agreement, opinion of applying and opponent included. If the published elements (according to art. 6, par. 2) are not modified or they just got small adjustments, to be defined according to art. 16, letter h), the Committee proceed according to the regulation of par. 4 of this article. In the other instances it repeats the review according to art. 6, par. 1. In the event that they do not reach an agreement, the Committee takes a decision according to the procedure art. 15, par. 2, considering loyal and traditional uses and the real risks of confusion. The decision is published in the official Bulletin of European Union.

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Abbreviations and meanings PDO A PDO (Protected Designation of Origin) covers the term used to describe foodstuffs which are produced, processed and prepared in a given geographical area using recognised know-how.

PGI In the case of the PGI (Protected Geographical Indication) the geographical link must occur in at least one of the stages of production, processing or preparation. Furthermore, the product can benefit from a good reputation.

PAT “Traditional products” are agricultural products with manufacturing, storage, and seasoning methods already consolidated over the years, homogeneous all over the target area, according to the traditional rules, and over a period of more than 25 years.

DOC Controlled Denomination of Origin (DOC) . The standard quality designation which indicates wines produced in limited areas(usually of small-medium dimensions) bearing their geographical name. Usually the vineyard name follows the DOC designation and the production of these wines is closely controlled. The wines are to be consumed only after accurate chemical and sensorial analysis. Guidelines for the production of DOC wines is more strict than IGT wines. DOCG Controlled and Guaranteed Denomination of Origin (DOCG) - The highest quality wine designation given to a few DOC wines renowned at national and international level. DOCG wines are generally subject to more stringent controls. They can only be sold in vessels holding at most 5 liters and bringing a

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governmental guarantee seal of origin, and quality that grants the numbers of the bottles produced. Within the Ministry of Agriculture and Forestry it has been established the “National Committee for the protection and the exploitation of denominations of origin and typical regional wines”. In addition to the standards requested for the DOC designation it is obligatory bottling in the production area and other stricter conditions. IGT Typical regional wines (IGT) – designation of high-quality given to table-wines mainly distinguished by big areas of production and less strict production rules. The acronym is useful to the consumer to know the area of production of the beverage: IGT wines are in fact, wines produced with specific grapes coming from specific territories. However, this designation, neither oblige viticulturists to put other mentions on the label (i.e. the vineyard of origin), nor to very strict production standards.

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Part IV

Case studies

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Annex I

Interviews with Greek entrepreneurs

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Reference Area Region of Puglia Province of Brindisi Province of Lecce Province of Bari

  

Greece Region of the Ionian Islands

Prefecture of Lefkada Municipality: LEFKADA

CEFALONIA PATRASSO MESSOLONGHI Other (plaese specify)

   

Sector: x  

Agro-alimentary Local handicrafts Other (please specify)

Product Name

“Ladopita” Traditional sweet based on olive oil

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•

BASIC INFORMATION

Company details Organization name: Laboratorio Dolciario “Stavrakas” Contact:

Andreas Stavrakas

Address - city:

Kalligoni 9 – 31100 Lefkada

E-mail:

sweets@otenet.gr

Phone:

0030 26450 26666

Fax:

0030 26450 26675

Website: Contact details:

•

DESCRIPTION OF BEST PRACTICE

In which field can you company consider itself an example of best practice? X

1. Marketing and Communication Strategies

2. Innovation in terms of products/processes 3. Improvement in product quality 4. Other subjects (please specify) Type of best practice? Territorial/collective Name of partners in these case of a collective/integrated project X Individual In co-operation internationally/trans-nationally with other companies? Name of partners in these case of a collective/integrated project

Brief history of the Pilot Action Description of the ideas behind the development of this action/project; the initiator(s) of the action/project; the involvement of local partners (LAG, project operators etc.) in the conception/development of the action/project;how this action/project is embedded in the territorial strategy.

We have begun the mechanised production of “Ladopita”, preserving in integral fashion the ingredients, phases and timings of the traditional preparation. The equipment that we bought was created on an ad hoc basis, above all due to the particular traditional shape of the “ladopita” Unfortunately on Lefkada we have never succeeded in creating a consortium of producers that produces typical products, or a local brand – something that would be greatly desired. In 2001 we participated, at the initiative of the Lefkada Chamber of Commerce, in an exhibition in Hong Kong, but this initiative didn’t lead to any results.

Main activities of the action/project Indication of the main activities planned and carried out, including where and when they took place, and who carried them out (indicating the local operators).

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In order to produce and distribute “ladopita” on a wider scale, as well as acquiring the machines that I have just mentioned, we completely renewed, in 1999, the sweet workshop, enlarging it and adapting it to the best hygienic conditions. We also opened a total of 5 sales points, all on the island of Lefkada, in which of course we also sell other sweet products.

•

QUALITATIVE INFORMATION REGARDING THE PRODUCT

Describe the area of production Are there specific resources that characterize your area of reference? Are they agro-alimentary resources or products of handicraft? Are there interdisciplinary and inter-territorial integrations that confer an added-value to the product?

We should underline that all the ingredients of “ladopita”, other than sugar, are of local origin. These ingredients have obviously always existed in abundance on Lefkada, with their particular characteristics, and it is for this reason that “ladopita “ is a sweet of ancient tradition. The touristic vocation of the island also makes our product desirable for a large number of visitors who want to taste a typical and unique sweet.

•

PRODUCT DESCRIPTION OF ITS RELATIONSHIP WITH THE MARKET

This part of the questionnaire will cover the description of the product with the indication of the characteristics of the raw materials used, and of the eventual phases of transformation. Please describe and underline, in the description the specific nature of the product and the production process which differentiates it from other product that fall into the same typology.

Describe the characteristics and the origin f the main raw materials used The ingredients of “ladopita”, all of local origin except sugar, are as follows: Extra virgin olive oil (30%), wheat flour, honey (from wild flowers), sugar, “petimesi” – a syrup obtained by boiling the remains left over from the processing of must. (From 100 grams of must one obtains 30 grams of “petimesi”).

Describe the production process, and the techniques and methodologies used during processing If the product presents distinctive characteristics in terms of quality, raw materials, techniques and methods of processing, briefly describe.

The principal processing phases are as follows: 1) 2) 3) 4) 5)

.............. Pour in the flour, mix and cook for 20 minutes in successive stages, pour the syrup that has been prepared beforehand (with sugar, honey, “petinesi” and water). ............ Cut and package.

Specify any variations in the product in relation to the different areas and typologies (E.g: ………in the area of this Municipality ………….. one uses olives that are treated in a different way than in other bordering Municipalities………………..etc.)

Our product, as in the best tradition, is only prepared with extra virgin olive oil and wheat flour. In existence there are products, also outside of Lefkada, that contain olive oil that is not extra virgin, as well as maize flour. Describe how the product is presented on the market (state the brand or describe the pack used) (E.g: “Pane d’ Altamura”(Bread from Altamura) is packaged inside......…... The dimension o f the bag is.... colour, etc ........) Ladopita is commercialised in four different formats and in as many different packagings: 1. 2. 3. 4.

traditional format: rhombi of 3 cm x 2 cm, height 2 cm., packaged individually in shiny plastic suitable for foodstuffs and then sold by weight or in transparent bags. in circular aluminium containers (in which it is cooked) – Diameter 22 cm x 2 cm. In a rectangular golden-coloured cardboard tray (20 cm x 10 cm), height 2 cm. Wrapped in shiny plastic suitable for foodstuffs and covered by a sheet detailing the name of the product and the workshop. Loose, in large slices.

Describe the product’s market outlets and its diffusion locally, nationally and internationally Until now we haven’t made any serious attempt at accessing other markets. We would however like to do it, if only in a selective manner.

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The product is sold: Only on the local market (municipality/province/region)

100

% of total sold

Also outside regional borders

_________ % of total sold

Also outside national borders

_________ % of total sold

State the sales channels used when marketing the product (More than one ansie is possible: state (or estimate) the percentage of product sold by each canne)

Modern distribution (supermarkets/ipermarkets) Retail /Specialized shops Catering Direct Sales Email orders e-Commerce (Internet) Traditional Festivals and Holy days Fairs Other sales channels (specify)

________% ________% ________% 100 % ________% ________% ________% ________% ________%

In our 5 sales points in Lefkada. During the process of company improvement aimed at promoting products locally and Europe-wide have you created a marketing plan? No How much did it cost to take forward this best practice? In terms of cost, time and resources? Specify length, starting date, end, etc.

Our company has existed with its current name since 1999. As the owner, however, I have 40 years of experience in the sweetmaking sector. The equipment used in the mechanical production of “ladopita” cost a total of 56,000 Euro. The main action carried out was, however, that of obtaining a larger workshop and of creating the network of sales points. Concrete outputs and results of the action / project Explanation of the concrete outputs and the results of the whole action/project for the territory; identification of the direct beneficiaries of the action/project.

From the point of view of the diffusion and appreciation of the product the success has been complete, if only at a local level. Problems encountered; lessons learned Explanation of the main problems encountered, how they were solved and the lessons learned..

We haven’t met any problems in the production and marketing of “ladopita”, which aside from gaining the appreciation of the local population (which has always considered this sweet as its “own” more than any other) also seems to be a big success with tourists from various countries. The added value of this best practice ...regarding the method, the process and the results. If carried out within a LAG (Local Action Group) describe the way in which Leader+ has brought a clear added value.

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WHY THIS ACTION/PROJECT IS A GOOD PRACTICE?

Area-based approach This entails defining a development policy on the basis of an area’s own particular situation, in terms of its strengths and weaknesses.

As I have already said, the fact that we have come across the enjoyment and appreciation of locals and tourists (often disappointed and taken aback when they find famous and international products, and highly motivated to take home unique and local products), together with having started up a production on a larger scale, and having obtained a greater visibility for “ladopita”, constitute the

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strong point of the innovations carried out. A real weak point, however, is the fact that there is a lack in the regulation of typical local products, and an objective difficulty, on the part of the institutions in charge of it, in carrying out the indispensable controls - something that has resulted in the appearance on the market of industrial products that have qualitative characteristics that are very different from ours, and which come from areas other than Lefkada. Bottom-up approach This aims to encourage participatory decision-making at the local level for all development policy aspects.

Local institutions don’t help, and don’t encourage initiatives aimed at the acquisition of a brand of origin. In reality they don’t even check in an effective way the hygienic conditions of the workshops. Approach aimed at promoting partnership I think that the creation of a partnership (association, brand of origin) would be a good thing, linking the various operations of the Greek sweet-making sector. Above all it should be the Chamber of Commerce to take forward this type of initiative.

Innovation Even if the idea is innovative also the action should be innovative.

Integrated approach The actions foreseen are coordinated as coherent and integrated group.

Creation of a network and cooperation between areas

Transferibility The action/project is transferable to other rural areas with similar geographical and economic characteristics

Yes, being careful to focus on products that are particularly specific to the area. For example, “mandolato” (white nougat) is without doubt a typical product of Lefkada, but historically it has also been produced in all the Ionian islands, and also in other areas of Greece that came under Venetian rule. Sustainability Economic sustainability

The economic sustainability of the practices we have undertaken regarding product, process and marketing improvement has been good.

The present information regarding data protection is rendered according to article 13 of D.L. 196 (30 June 2003) - Code regarding the protection of personal data. We inform you that the personal data provided will be processed in accordance with these norms, and that such processing will be characterised by the principles of correctness, lawfulness, transparency and the protection of privacy and rights. The data is processed electronically only for the time strictly necessary for carrying out the aims for which it was collected. Specific security measures are observed as a safeguard in order to prevent the loss of the data or its illegal/incorrect use and access by non-authorised people. All the necessary data protection interventions, as foreseen by the new dispositions of ex. art. 33 (and following) of D.L. 196/2003 have been adopted. The subjects to whom the data refers have the right in any moment to obtain confirmation of the existence of this data and to be informed of its content, origin and method of processing, as well as to the logic applied when using electronic equipment. They may check whether the data is correct, and request its updating, rectification or integration, as well as be informed of the details of the subjects or categories of subjects to whom the personal data could be communicated, or who could have access to the data in their roles as controllers or processors of the data (art. 7 D.L. 196/2003). In accordance with the same article they have the right to obtain the cancellation, transformation into anonymous form or the blocking of data being processed in violation of the law, as well as opposing in any case, for legitimate motives, the processing of their data, even if it is pertinent to the aim of the data collection.

Date: 29th October 2007 Interviewed Name

Eduardo

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Surname

Fiorillo

Phone

0030 26610 49467

e-mail

efiorillo@eftraduzioni.gr

Signature

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Agriplan s.r.l. Reference Area Region of Puglia Province of Brindisi Province of Lecce Province of Bari

  

Greece Region of the Ionian Islands Prefecture of Lefkada Municipality LEFKADA CEFALONIA PATRASSO MESSOLONGHI Other (please specify)

x   

Sector: x  

Agro-alimentary Local handicrafts Other (please specify)

Product Name

“Mandorlato” - Almond cake “Santa Mavra pastelli” - sesame seed and honey pastry I.

BASIC INFORMATION

Company details Organization name: Laboratorio tradizionale “Santa Mavra” G. Gràpsas & N. Thèrmos” Contact:

G. Gràpsas & N. Thèrmos

Address - City:

P. Filippa 18 - 31100 Lefkada

E-mail:

sweets@otenet.gr

Phone:

(0030) 26450 26596

Fax:

(0030) 26450 22868

Website: Contact address: II.

P. Filippa 18, Lefkada

DESCRIPTION OF BEST PRACTICE

In which field can you company consider itself an example of best practice? X

1. Marketing and Communication Strategies

2. Innovation in terms of products/processes

First choice

3. Improvement in product quality 4. Other subjects (please specify) Type of best practice? Territorial/collective Name of partners in these case of a collective/integrated project Individual In co-operation internationally/trans-nationally with other compagnie?

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Name of partners in these case of a collective/integrated project

No associations for the promotion of almond cake or typical local products have been created. Here everyone acts independently of others, because they fear competition with producers of similar agroalimentary products. We are still at the “declaration of intent” stage. In so far as concerns the recognition of almond cake and “pastelli” as DOC (Controlled Denomination of Origin) this is impossible, given that the sesame seeds used need to be imported.

Main activities of the action/project Indication of the main activities planned and carried out, including where and when they took place, and who carried them out (indicating the local operators).

The main initiative carried out in the production of “pastelli” and “Santa Mavra” almond cake is represented by the use of mechanical machines. Clearly we have maintained the traditional system of production. We have also emphasised the improvement in quality of our “pastelli” and almond cakes, and for this reason we only use honey (in contrast to the producers of the past who used glucose on the basis that it was easier to work). We have also updated the classic packaging, and our products are now available in different types of packaging of various colours and shapes.

III.

QUALITATIVE INFORMATION REGARDING THE PRODUCT

“Pastelli” have been present in the Greek diet for thousands of years, and in the Christian era it became the main sweet used during periods of fasting. Furthermore, “mandorlato” is the sweet that was brought to the Ionian islands by the Venetian conquerors at the start of the second millennium. This latter sweet was immediately a success, and was adopted by our tradition. “Pastelli” and “Mandorlato” represent the main types of sweet eaten during festivals, given that in the past there weren’t any others. The combination of honey and sesame seeds also provides a large quantity of energy, iron and other elements, vegetable fibres, vitamins etc. The area of Lefkada also produces a honey of extraordinarily good quality ,”l’Athanìou”. In so far as concerns the second part of the question, in our area there is no type of interdisciplinary or inter-territorial integration.

IV. PRODUCT DESCRIPTION OF ITS RELATIONSHIP WITH THE MARKET This part of the questionnaire will cover the description of the product with the indication of the characteristics of the raw materials used, and of the eventual phases of transformation. Please describe and underline, in the description the specific nature of the product and the production process which differentiates it from other product that fall into the same typology.

Describe the characteristics and the origin f the main raw materials used In the production of “pastelli” we use honey, sesame seeds, almonds and a bit of sugar. We also produce “pastelli” completely without sugar. For the “mandorlato” we use the following ingredients: egg white, honey, almonds. The almonds of the “mandorlato” are roasted in honey. The particularity of “Santa Mavra mandorlato” is owed to the fact that only pure “Athanìou” honey, produced in the area of Lefkada, is used. In other words, we don't add any other types of sweetners such as fructose or glucose as occurs in other companies manufacturing "pastelli” and “mandorlato”. The cooking time of our product is at the same time different from that of other producers, and changes according to the season. “Mandorlato” must be soft, and when hit against a hard surface must break into bits – only when this happens is the product truly fresh.

In the production of the “pastelli” we observe the following procedure: We roast the sesame seeds in an oven, cook the honey and

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then mix the two ingredients. We then add the almonds and spread the batter on to a surface and cut it into the dimensions desired. To make the “Mandorlato” we whisk the egg whites until they become a meringue, cook the honey and then mix the two ingredients, cooking it once more. We also add almonds. Both for the “pastelli” and the “mandorlato” we only use pure honey of local production and no other type of sweetener. We are also different from other producers in terms of the cooking times used when cooking our products. Specify any variations in the product in relation to the different areas and typologies

(E.g: ………in the area of this Municipality ………….. one uses olives that are treated in a different way than in other bordering Municipalities………………..etc.) On Lefkada, as I have already said, there is produced a honey of extremely high quality (“Athanìou”), which gives “Santa Màvra” products a unique flavour. Describe how the product is presented on the market (state the brand or describe the pack used) (E.g:: “Pane d’Altamura”(Bread from Altamura) is packaged inside......…... The dimension of the bag is.... colour, etc ........) The “mandorlato” and the “pastelli” are available in different types of packaging: a) in plastic packaging, with on the outside the “Santa Mavra” label and the emblem of the island (Pegasus) – containing 6 small packets. b) in a wooden box with the name of the company “Santa Mavra” stamped on it, which also contains 6 small packets. c) in cloth bags of various colours. More precisely “mandorlato” is sold in packets of 50, 150 and 200 grams. “Pastelli”, which are heavier, are available in packets of 40, 200 and 280 grams. Almonds are sold in plastic bags that are tied with multi-coloured ribbons, in packs of 100 grams. We should specify that the people of Lefkada are accustomed to offering local wines along with “pastelli” or “mandorlato” when we go to visit the houses of friends. Describe the product’s market outlets and its diffusion locally, nationally and internationally The majority of our product is sold on the local market, while a third is sold in the capital from where it is then distributed to the rest of Greece. The product is sold: Only on the local market (municipality/province/region)

60-70

% of total sold

Also outside regional borders

30-40

% of total sold

Also outside national borders

_________ % of total sold

State the sales channels used when marketing the product (More than one answer is possible: state (or estimate) the percentage of product sold by each channel)

Modern distribution (supermarkets/ ipermarkets) Retail /Specialized shops Catering Direct Sales Email orders e-Commerce (Internet) Traditional Festivals and Holy days Fairs Other sales channels (specify)

10 % 80 % ________% 10 % ________% ________% ________% ________% ________%

During the process of company improvement aimed at promoting products locally and Europe-wide have you created a marketing plan? We haven’t created a particular plan for the promotion of our products, since our production is not huge and is consequently easily absorbed. We have in any case publicised our company in the local press and in one or two national magazines.

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ]

How much did it cost to take forward this best practice? In terms of cost, time and resources? Specify length, starting date, end, etc.

Modernising our machines began in 2003 and was completed the year after. In total it cost about 80.000 euro. Concrete outputs and results of the action / project Explanation of the concrete outputs and the results of the whole action/project for the territory; identification of the direct beneficiaries of the action/project.

Competition when it comes to producing "pastelli” and “mandorlato” is very strong. In Greece there are maybe 40 companies that sell the same product, some of which are very big. The fact that we have modernised our machines and that we use them more when packaging the product has allowed us to increase production. We also do not use sweeteners as happened in the past, but only pure honey. This brings added value to our product, and has an immediate consequence for our consumers, since we shouldn’t forget that honey is a high quality foodstuff. . Problems encountered; lessons learned Explanation of the main problems encountered, how they were solved and the lessons learned..

We haven't encountered any particular difficulties in the application of these Best Practices, and the process has been without doubt an interesting experience. We are always seeking to improve and to apply new ideas, concerning both the product itself and its presentation on the market I must underline, however, the absence of a State institution for the certification of agro-alimentary products, above all those that concern companies. At the moment there are only private foreign companies that award similar certificates. The cost for small companies is high, and the regulations are modelled on foreign standards. In conclusion there is no type of regulation in favour of small companies that might allow them to compete with greater ease with large industries. In this case state-assistance is indispensable, and I think, like many of my colleagues, that the creation of an ad hoc Greek public body is indispensable. There also needs to be special financial support for companies selling traditional products, and the people in charge should distinguish them from large industries. The Leader+ added-value of this action/project... on the method, process, results; description in which way(s) Leader+ has brought a clear added value.

Thanks to the use of local honey and cooking times that vary depending on the season we have managed to improve our product and differentiate it from those of other producers that use sweeteners. The packaging made of different materials (paper, wood) and of different colours (blue, pink etc.) make the “pastelli”, “mandorlato” and almonds in which they are sold more appealing for the consumer, and particular for tourists who bring them as a gift for friends when returning home. In this way the island is benefited as well, and gets known abroad. V.

WHY THIS ACTION/PROJECT IS A GOOD PRACTICE?

Area-based approach This entails defining a development policy on the basis of an area’s own particular situation, in terms of its strengths and weaknesses.

One of the advantages of our area is that Lefkada is without doubt an island that lives substantially from tourism, although locals support our product as well as they do in general with all local products. In particular “pastelli”, “mandorlato” and almonds are the type of sweet that are most commonly offered in the houses of Lefkada, and that which is bought most often for parties and visits. Consumption increases at Christmas and Carnival, although also in the Summer one notes a large demand, notwithstanding the fact that these are products which are rather sensitive to high temperatures. Tourists know this product even before they arrive on the island. A negative factor is made up of the product’s transport costs, which since we are in the provinces are high. Bottom-up approach This aims to encourage participatory decision-making at the local level for all development policy aspects.

Both the Province and the Chamber of Commerce of Lefkada have sought to promote local products. The result, however, was not as expected due to the mentality prevalent in the state sector. The bureaucracy blocks any type of decision-making and in general doesn’t show any type of flexibility.

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ]

Approach aimed at promoting partnership The majority of producers, even though they would wish for a co-ordinated effort in terms of commercial collaboration aimed at a wider and more dynamic promotion of local products, hesitate to put this into practice, perhaps because they fear internal competition. Previous attempts in this direction have unfortunately not had any result

Innovation Even if the idea is innovative also the action should be innovative.

Use of pure Lefkada honey, different cooking times which make our “pastelli” and “mandorlato” more crunchy, attractive and practical packaging, both for personal use and for presents. Integrated approach The actions foreseen are coordinated as coherent and integrated group.

In my opinion, yes Creation of a network and cooperation between areas

So far no, even though it would be advantageous for everyone.

Transferibility The action/project is transferable to other rural areas with similar geographical and economic characteristics

Yes, the production of “mandorlato” and “pastelli” could be exported to other areas so long as only pure honey used and they are packaged in attractive and practical packaging. It is also necessary to consider that cooking times should vary depending on the season, so that the sweet can be both maleable and crunchy. Sustainability Economic sustainability

The sector is clearly a vital one. We are looking at a strong return to healthier and traditional foods. “Pastelli” and “Mandorlato” are a tasty and nutritious snack that we can always have with us.

Date: 29th October 2007 Interviewed: Name

Eduardo

Surname

Fiorillo

Phone

0030 26610 49467

e-mail

efiorillo@eftraduzioni.gr

Signature

Coordinated by

Agriplan s.r.l.

[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ]

Reference Area Region of Puglia Province of Brindisi Province of Lecce Province of Bari

  

Greece Region of the Ionian Islands Prefecture of Lefkada Municipality LEFKADA CEFALONIA PATRASSO MESSOLONGHI Other (plaese specify)

Sector: x  

Agro-alimentary Local handicrafts Other (please specify)

Product Name

Traditional Lefkada Salami

I. BASIC INFORMATION

x   

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ]

Company details Company name:

Pròdromos e Thomàs Malakàsis

Contact:

Thomàs Malakàsis

Address:

Zampelìon 34, Lefkada (and M. Alexandrou 126, Kerameikòs, Athens)

Post code:

31100

City

Lefkada

Region

Lefkada

E-mail Telephone:

(0030) 26450 22553

Fax:

(0030) 26450 22363

II.

DESCRIPTION OF BEST PRACTICE

In which field can your company consider itself an example of best practices? 1. Marketing and Communication Strategies 2. Innovation in terms of products/processes 3. Improvement in product quality 4. Other subjects (please specify)

second choice third choice (above all of the production process) first choice

Type of best practice? Territorial/collective Names of partners in the case of a collective/integrated project Certified by TUV AUSTRIA HELLAS concerning the realisation and application of the HACCP system in the sector of PRODUCTION, PACKAGING and SUPPLY for Traditional Lefkada Salumi Individual. Above all the attempt at improvement has been individual. In co-operation internationally/trans-nationally with other companies? Names of partners in the case of a collective/integrated project

Our objective was to respect the salami-ageing process adopted by Iob Malakàsis, the inspirer and founder of our company. Iob Malakàsis began dealing with Lefkada salami around 1945 and then opened his own shop in 1952. Since then the company has created a solid network of suppliers and clients, and has created a name for Lefkada salumi in all Greece, always following the pre-war recipe for the production of salami. Clearly the hygienic conditions have improved a lot, as much for the workers during the production phase as for the stocking and packaging of the product. The quality of the salami that we produce is of particular importance, something that is contributed to by our modern and high quality machines. The salami cannot obtain the DOC brand because this would require that all the raw materials were of local production (when the pork meat we use comes from throughout Greece.

III.

QUALITATIVE INFORMATION REGARDING THE PRODUCT

This part of the questionnaire will cover the description of the product with the indication of the characteristics of the raw materials used, and of the eventual phases of transformation. Please describe and underline, in the description, the specific nature of the product and the production process which differentiates it from other products that fall into the same typology.

The raw materials used in the production of our salami are as follows: pork, lard (pork fat), pepper grains and garlic. What differentiates Lefkada salami from other salami-type products produced in the rest of Greece is that we still use the prewar production procedure. Other companies, on the other hand, complete the maturation quickly (in only 20 minutes) while the maturation of our salami takes 5 days.

IV. PRODUCT DESCRIPTION OF ITS RELATIONSHIP WITH THE MARKET Describe the characteristics and the origin of the main raw materials used The raw materials used in the production of our salami (i.e. pork and lard) come from across Greece, given that on Lefkada

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ]

there is not a large production of pork.

Describe the production process, and the techniques and methodologies used during processing. If the product presents distinctive characteristics in terms of quality, raw materials, techniques and methods of processing, briefly describe.

The production process is made up of different phases. First of all there is the arrival of the raw materials and their stocking in designated rooms. Then there is the choice of the day’s batch, the cutting of the lard, the weighing, and the cutting of the meat. The salt is then removed from the entrails and the spices are weighed. One then weighs the mixture, inserts it in the entrails and ties it by hand. Always following the traditional procedure the salami is then put in the maturing room and hung from the ceiling.

The humid climate of the area slows down the maturing of the salami, a fact which gives a special taste to the traditional Lefkada salami. Describe how the product is presented on the market (state the brand or describe the pack used)

(E.g.: “Pane d’Altamura” (Bread from Altamura) is packaged inside......…... The dimension of the bag is ..., colour.... etc....) Our salami is vacuum-packed (so that the salami doesn’t dry out and in order to block the maturation process) in 250 gram packages. Describe the product’s market outlets and its diffusion locally, nationally and internationally The largest part of our production is sent to Athens from where it is distributed to the rest of the country. In the area of Lefkada the period of greatest consumption coincides with the arrival of the tourists in the summer months. We have also received some proposals from abroad, but we first want to move our company into larger and newer buildings, to then strengthen our product on the internal markets before expanding abroad. The product is sold: Only on the local market (municipality/province/region) Also outside regional borders Also outside national borders

15-20 % of total sold 80 % of total sold _________ % of total sold

State the sales channels used when marketing the product.

(More than one answer is possible: state (or estimate) the percentage of product sold by each channel) Modern distribution (supermarkets/ ipermarkets) Retail/specialized shops Catering Direct sales Email orders e-commerce (Internet) Traditional festival and Holy days Fairs Other channels (specify)

60 % 29 % 1 % 10 % ________% ________% ________% ________% ________%

How much did it cost to take forward this best practice? (In terms of cost, time and resources) Specify length, starting date, end, etc.

Modernising the buildings, buying stainless steel machines and refrigerators etc. cost around 60,000 euro. This process began in 2002 and ended in 2005. Unfortunately we haven’t received any financial aid from the State, even though we requested it. The slowness with which our application was taken forward made us lose precious time, and I want to underline that the reasons explaining why we couldn’t have any financing were not in my opinion sufficiently convincing.

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ]

Concrete outcomes and results of the action/project Explanation of the concrete outcomes and results of the whole action of best practice on the territory, identifying the direct benefits of the action/ project.

The process of modernisation has positively influenced the product from all points of view. Indirectly it has contributed to the positive image of all Lefkada’s traditional products, helping them to reach a higher level of quality and making them known throughout Greece, making them more competitive. Problems met, teachings learnt Explanation of the main problems met, along with how they were resolved and what lessons were learnt.

Problems have been manifold. First of all we should say that this is a family-run company, a fact that is both positive and negative. We all love and worry about our company, but new ideas often contrast with the outdated or in some way old fashioned viewpoints of older parents or relatives employed in the company. Previous generations were accustomed to adopt specific techniques and machines, without seeking to become more competitive or to foresee future developments. In this way, aside from the purchase of new and more modern machinery, we have obtained the TUV AUSTRIA HELLAS quality certificate, and stored all the information/archives regarding our company in a database that I created myself, given that I studied mathematics in Great Britain. The added value of this best practice ...regarding the method, the process and the results. If carried out within a LAG (Local Action Group) describe the way in which Leader+ has brought a clear added value.

The product has improved a lot from the point of view of its maturing and storage, as well as hygienically. In particular the certification of the salami we produce by TUV AUSTRIA HELLAS in 2003 represents an important step in establishing our products. As a point of information you should know that under the regulations of TUV AUSTRIA HELLAS we are required to carry out quality checks at regular intervals both on the raw materials and on the finished product, and to carry out hygiene controls on the workers and in the areas of production and warehousing. We also have to guarantee that a particular article can be traced, and make purchases from fixed suppliers etc. V. WHY THIS ACTION/PROJECT IS A GOOD PRACTICE? Area-based approach This involves the definition of a development policy based on the particular situation of the area, in terms of its strong and weak points.

Tourism, the main source of income for the inhabitants of Lefkada, brings advantages to those who produce foodstuffs that are linked to local traditions. The particular climate of the island also has positive effects on the maturation of the salami. "Bottom-up" approach This aims at encouraging the participatory decision-making process at a local level, for all aspects of the development policy.

I’m pretty satisfied with the local state bodies. Abive all the Lefkada Chamber of Commerce gives important information on Trade Fairs regarding agro-alimentary products, or on various national and EU programmes. I also have an excellent collaboration with the local Veterinary service, which informs me at regular intervals on new norms regarding the sector and in general provides whatever directives I might find useful. Approach aimed at promoting partnerships We are considering a future collaboration with other companies producing traditional local products. A healthy and constructive collaboration is certainly to be wished for, but knowing the prevailing mentality I don’t know how feasible this would be.

Innovation Even if the idea is innovative also the actions should be innovative.

Conservation of the salami-producing method handed down to us by our ancestors while using modern machines. Since 2003 the production, packaging and delivery of certified salami.

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[INTERREG III A GREECE-ITALY 2000-2006 – Measure 2.2 “Assistance aimed at SME competitiveness” PROJECT “SUPPORT AND PROMOTION OF TYPICAL LOCAL PRODUCTS” ]

Integrated Approach The actions foreseen are co-ordinated as a coherent and integrated group.

Yes. Creation of a network and co-operation between areas

No. It is difficult to realise something similar because there is a lot of competition, and everyone prefers to act independently and individually. On Lefkada there are 4 companies that produce salami, while in the rest of Greece there are companies that produce Lefkada-type salami. Transferibility The action/project can be transferred to other areas with similar economic and geographic characteristics.

Our type of salami production could be adopted also in other areas. The particularity of the local climate is however not to be neglected. Sustainability Economic sustainability.

Yes. The sector of salami production produces good profits, and our company can sustain itself. At the present day it is much rarer that people fast for religious reasons, and when they do it is for shorter periods. Without wanting to express any opinion on this, it is clear that this helps sales - let’s just think of the economic difficulties one met in the past during Lent.

Date: 29th October 2007 Interviewed:: Name

Evi (Paraskevì)

Surname

Kotti

Phone

(0030) 26610 – 49467

e-mail

evi_kotti@yahoo.gr

Signature