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INTERREG IIIA GRECIA-ITALIA - Mis. 2.2 “Assistenza alle competività delle PMI”
Progetto “Sostegno e promozione dei prodotti tipici locali”
Studio delle BEST PRACTICES
A cura di
Agriplan s.r.l.
LOC.PRO. ProjectLOC.PRO. ProjectLOC.PRO. ProjectLOC.PRO. Project
Support and promotion of typical local products
INTERREG IIIA GREECE-ITALY Measure 2.2
EUROPEAN UNION REGION PUGLIA PROVINCE OF BRINDISI
Coordinated by
GREECE PUGLIA
LOC.PRO. Project “ S upport and promotion of tipical local products ”
INTERREG IIIA GREECE-ITALY Measure 2.2
On the cover: Lefkada - “Robòtis Dimìtris e Soci” espositive hall of the farm. The best thanks for photos to G. Cataldi (from S. Pietro Vernotico - BR) and E. Fiorillo (from Lefkada - Greece)
With the contribution ofWith the contribution ofWith the contribution ofWith the contribution of
INTERREG IIIA GREECEINTERREG IIIA GREECEINTERREG IIIA GREECEINTERREG IIIA GREECE----ITALY Measure 2.2 ITALY Measure 2.2 ITALY Measure 2.2 ITALY Measure 2.2
Project Partners:Project Partners:Project Partners:Project Partners:
◊ Lefkada Prefecture ( GR) , Leader Partner
◊ Lefkada Chamber of Commerce ( GR)
◊ Bonomo Provincial Centre for Research and Experimentation in Agricolture ( IT)
◊ “ B asile Caramia ” Centre for Research and Experimentation in Agricolture ( IT)
◊ Messolonghi Technological Institute ( G R )
◊ Cephalonia and Ithaca Prefecture ( GR)
◊ Promo-Brindisi - Special Agency of the Brindisi Chamber of Commerce ( IT )
◊ Province of Bari ( IT )
Texts byTexts byTexts byTexts by
Agriplan s.r.l.Agriplan s.r.l.Agriplan s.r.l.Agriplan s.r.l.
Legal headquarter: Street Lecce, 203/b - 72027 San Pietro Vernotico ( BR )
◊ Tel./Fax +39 0831 652741
Locale office: Road G. Amendola, 166/5 - 70126 Bari
◊ Phone: 080-5484273, Fax: 080-5911018
Website: www.agriplansrl.it - Email: [email protected]
Up to date
December 2007
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” ]
Index
Premise ......................................................................................................................................................... 2
Part I
Methodology of the survey and classification of the best practices
The methodology of the survey ..................................................................................................................... 4
What is a Best Practice? ................................................................................................................................ 5
The pin-pointing of Best Practices and Benchmarking .................................................................................. 6
The questionnaire as an instrument for identifying and sharing Best Practices ......................................... 10
Part II
Good praxis analysis and possible paths in order to obtain the best return for the typical agricultural
and food productions
Questionnaires Analysis: Outcomes ............................................................................................................ 13
The typical products scenario and possible paths in order to obtain the best return for the typical
agricultural and food products .................................................................................................................... 16
Valorization Paths for agricultural food quality productions: quality and collective labels ........................ 19
Costs-Benefits Analysis of geographic denominations (DOP and IGP) ....................................................... 24
Part III
The normative overview, tools and procedures to promote typical agro-alimentary products
The regulation of DOP, IGP and traditional products .................................................................................. 28
Traditional agro-alimentary ........................................................................................................................ 30
The regulation of the collective brand ......................................................................................................... 31
Abbreviations and meanings ....................................................................................................................... 41
Part IV
Case studies
Annex I: Interviews with Greek entrepreneurs ............................................................................................ 44
Annex II: Interwiew carried out with italian enterpreneuses ...................................................................... 72
Annex III: Identificative sheets “Rural projects of cooperation” ............................................................... 100
Sources ....................................................................................................................................................... 101
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2
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 agro-
alimentary 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.
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3
Part I
Methodology of the survey and
classification of the best practices
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4
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 pin-
pointing 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
A
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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 interviews1 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 practice2 falls within the widest process of benchmarking: it is a
method of comparison finalised at identifying,
understanding and adapting particularly significant
practices (recognised as best practice or high
performance) that have been put in place by other
organisations, with the aim of improving the
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
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.
2 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.
“Best practices” does not mean re-inventing, but rather learning from the experiences of others that have proven successful.
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actions”, or a series of projects considered as a whole. A Best Practice is identified in
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
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7
Action Groups (LAGs) aimed at supporting the promotion of typical local
products.
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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Short TitleShort TitleShort TitleShort Title Full TitleFull TitleFull TitleFull Title Country (region)Country (region)Country (region)Country (region) Official name of the LAGOfficial name of the LAGOfficial name of the LAGOfficial name of the LAG Partner 1Partner 1Partner 1Partner 1 Partner 2Partner 2Partner 2Partner 2 Partner 3Partner 3Partner 3Partner 3 Partner 4Partner 4Partner 4Partner 4 Partner 5Partner 5Partner 5Partner 5 Partner 6Partner 6Partner 6Partner 6 Partner 7Partner 7Partner 7Partner 7 Partner 8Partner 8Partner 8Partner 8 Partner 9Partner 9Partner 9Partner 9 Local project operator nameLocal project operator nameLocal project operator nameLocal project operator name WebsiteWebsiteWebsiteWebsite
Piece of
Paradise
Southern Burgenland – a
piece of paradise (Das
Südburgenland: ein Stück
vom Paradies®)
AUSTRIA -
Burgenland
Verein Südburgenland Plus LAG südburgenland plus www.ein-stueck-vom-
paradies.at
Almeland Almenland - the almo
culinary region:Almenland
restaurants and regional
(Beef) marketing
(Almenland - die almo
Genussregion:
Almenlandwirte &
Rindfleischmarketing)
AUSTRIA -
Steiermark
Regionale gemeinschaftsinitiative
almenland teichalm -
Sommeralm
Almenland Teichalm -
Sommeralm
www.almenland.at
Wood
Construction
Holzbau-Zukunft AUSTRIA -
Vorarlberg
ENTWICKLUNGSVEREIN
NATUR- UND KULTURERBE
VORARLBERG
Innung BgA / LAG Vorarlberg www.holzbauzukunft.at /
www.leader-vlbg.at
Mountainous
wood
marketing
Mountainous Wood
Marketing LTD
(BERGHOLZ MARKETING
GMBH)
AUSTRIA -
Vorarlberg
VEREIN NATUR UND
KULTURERBE VORARLBERG
Stand Montafon www.bergholz.at
Local products Adding value to local
products (mise en valeur
des produits locaux)
BELGIUM 100 DÖRFER - 1 ZUKUNFT Landwirtschaftliches
Schulungszentrum der Agra-
Frauen, Grünen Kreise, und
Ländlichen Gilden (LSZ)
Local products Promoting local products BELGIUM -
Wallonie
LE PAYS DE CONDROZ
FAMENNE
GAL PAYS DE CONDROZ-
FAMENNE
www.condroz-famenne.be
Small-Scale
food
production
Increasing income in the
Danish regional small-scale
food production (Øge
indtjening for dansk regional
fødevareproduktion)
DENMARK Sønderjylland Bornholm Nordvestjysk
Udviklingsnet
(lead partner)
Lolland Falster, Møn,
Sydsjælland
Danske
Småøer
(Small
islands of
Denmark)
Vifu (Videnscenter for
fødevareudvikling)
www.vifu.net
Food, art and
craft
Food producers, art- and
craft people and tourismDENMARK Vendsyssel Verein
Waldviertler
Wohlviertel
Turistdistinationen “Toppen af
Danmark”
www.toppenafdanmark.dk
Craftsmen at
the harbour
Craftsmen at the harbour in
Nykøbing Sjaelland.DENMARK LEADER+ Vestsjælland Artisenatet www.artisenatet.dk
Pro lake oulu Pro lake Oulu (Pro
OULUJÄRVI)FINLAND OULUJÄRVI LEADER RY University of Oulu - Kajaani
university consortium
http://www.oulujarvi.fi
Equestrian
endurance
centre
Equestrian endurance
centre (PÔLE
D'ENDURANCE
ÉQUESTRE)
FRANCE - Midi-
Pyrénées
ASSOCIATION POUR LA
MODERNISATION ET
L'INNOVATION ECONOMIQUE
AUBRAC, OLT
ET CAUSSE
Association EADP (Est Aveyron
Développement Promotion) /
Association pour la Modernisation
et l'Innovation Economique
www.millau.cci.fr
Everybody's
footpath
Everybody's footpath FRANCE
Bourgogne
(Burgundy)
GAL Canal de Bourgogne –
Auxois
SYMPAMCO – Syndicat Mixte du
Pays de l’Auxois-Morvan Côte
d’Orien
www.pays-auxois.com
Local skills
culture
Local skills culture FRANCE - Comté Parc Naturel Régional du Haut-
Jura
GAL Parc Naturel Régional du
Haut-Jura
www.parc-haut-jura.fr
Colours of the
North
The colours of the North
(LES COULEURS DU
NORD)
FRANCE
Martinique
NORTHERN MARTINIQUE Le Centre de Ressources du
Morne Rouge and GAL Nord
Martinique
Therapeutic
weeks
Therapeutic weeks FRANCE - MIDI
PYRENNEES
ASSOCIATION POUR LA
MODERNISATION ET
L’INNOVATION ECONOMIQUE
ASSOCIATION MADRAS www.lerocherdecorbieres.c
om
Romagna and
Beaujolais
Romagna and Beaujolais:
two oenogastronomic
territories for quality tourism
FRANCE - Rhône-
Alpes
GAL Beaujolais Vert GAL L’altra
Romagna –
Emilia-
Romagna, Italy
- ITEMR-004
Association Ballades en terroir
gourmand
www.tourisme.fr/office-du-
tourisme-tarare;
www.beaujolais.com;
www.beaujolaisvert.com
Lloyality card Loyalty card and practical
guide to the stores and
services of Monts du
Lyonnais
FRANCE - Rhône-
Alpes
Monts du Lyonnais Fédération OSER www.oser-commerces.net
et www.monts-du-
lyonnais.fr
Valorisation of
traditional
viticulture
Preservation and
valorisation of traditional
viticulture in the area of
Saale-Unstrut (Bewahrung
und Belebung des
traditionellen Weinbaus an
Saale-Unstrut)
GERMANY -
Sachsen-Anhal
LAG NATURPARK SAALE-
UNSTRUT-TRIASLAND
LAG Naturpark Salle-Unstrut-
Triasland
www.leader-saale-
unstrut.de
Viticulture
Youth
Youth entrepreneurship in
vinicultureGREECE HERAKLION DEVELOPMENT
S.A .(ANH S.A.)
www.domaingavalas.gr
Poultry
processing
Prepared dishes from local
poultry according to
tradional recipes
GREECE -
CENTRAL
MAKEDONIA
PIERIKI ANAPTIXIAKI S.A.-
LOCAL DEVELOPMENT
AGENCY
EUROTASTE SA www.pieriki-anaptixiaki.gr
Wine
production unit
Wine production unit from
ecological vinery productsGREECE - Serres SERRES DEVELOPMENT
ENTERPRISE (AN.E.SER. S.A.)
S. Floros – E. Galatsi O.E.
Animal
production
standardisa-
tion
Manufacturing-
standardisation business for
animal production products
GREECE -
Western
Macedonia
West Macedonia Development
Enterprise (ANKO)
Mpisiritsas brothers
Laois Crafts
Group
Laois Crafts Group IRELAND Laois Leader Rural Development
Company
Laois LEADER Rural
Development Company
www.laois-leader-rdc.ie
Production
Chains
Organization
Organization of local
production chains and
systems
ITALY -
ABRUZZO
LAG VASTESE INN. s.cons.r.l. LAG Vastese INN. s.cons.r.l. www.vasteseinn.it
Cosenza Fig Promoting local fig
production chainITALY -Calabria VALLE DEL CRATI L.A.G. Valle del Crati soc.cons. a
r.l.
www.galcrati.it
Quality rural
district
Quality rural District
(Distretto Rurale)ITALY - Marche LAG COLLI ESINI SAN VICINO LAG Colli Esini San Vicino www.colliesini.it
Production
chains proiect
Production chains projects
(Progetti di filiera)ITALY -
Piemonte
TRADIZIONE DELLE TERRE
OCCITANE
GAL Tradizione delle Terre
Occitane
www.tradizioneterreoccitan
e.com
Tipical
products in
restaurants
Valorisation of tipical
products in local restaurants
(Valorizzazione dei prodotti
ticipici nella ristorazione
locale)
ITALY - Sardegna MARE E MONTI Sardegna - Mare & Monti www.galmaremonti.org
Agro-food
production unit
Agro-food production unit -
Production of traditional
sausages
PORTUGAL -
Alentejo
MONTE-Desenvolvimento
Alentejo Central, ACE
Carne de Montado de Sobro, Lda
- Food and Agricultural
Transformation – Production of
traditional and ecological
sausage
www.sousacunhal.pt
Rural Portugal Rural Portugal PORTUGAL TAGUS - ASSOCIAÇÃO PARA
O DESENVOLVIMENTO
INTEGRADO DO RIBATEJO
INTERIOR
ACAPORAMA ADAE ADELO ADICES ADIRN DESTEQUE LEADER
OESTE
MONTE ) TAGUS - Associação para o
Desenvolvimento Integrado do
Ribatejo Interior
http://www.tagus-ri.pt
QUADRO RIEPILOGATIVO DELLE BEST PRACTICES INDIVIDUATE A LIVELLO EUROPEO
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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+
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 pin-
pointing 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 pre-
eminent 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 Torre Guaceto Consortium: ”L'oro del Parco”
Mandorlato – “Saint Mavra” crayons Libere Terre Association
“Lefkadìtiki ghì” Wine (Lefkada) Puglia Natura Consortium
Lefkada Traditional Sausage Masseria Ferri
Patini Soap factory of Apostolos Patunis 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
A
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14
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 resources-
actions 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
identificati
on Criteria Tra
dit
ion
al
Sa
usa
ge
“
Lefk
ad
ìtik
i g
hì”
W
ine
(Lefk
ad
a)
Man
do
rlato
–
“S
ain
t M
avra
”
cra
yo
ns
“L
ad
op
ita”
Tra
dit
ion
al
sw
eet
olive
oil
ma
de
Pati
ni
So
ap
fa
cto
ry
of
Ap
osto
los
Patu
nis
”L
'oro
del
Parc
o” p
roje
ct
Pu
gli
a N
atu
ra
Co
nso
rtiu
m
Lib
era
Terr
a
Asso
cia
tio
n
Pro
ject
4.8
Masseri
a F
err
i
Area based Approach
YES YES YES YES YES YES -- YES YES YES
Bottom-up approach
YES NO YES NO NO YES YES NO YES YES
Partnerships Approach
YES NO YES NO NO YES YES YES YES NO
Innovation YES YES YES --- YES YES YES YES YES YES
Integrated approach
YES YES YES --- YES YES NO NO YES YES
Creation of Net NO NO NO --- NO YES NO NO YES NO
Transferability YES YES YES YES YES YES YES YES YES YES
Sustainability YES YES YES YES YES YES YES YES YES 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.
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
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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.
Nowadays, Italy3 holds 164 Italian original products
(109 DOP and 55 IGP) which in terms of productions,
main references regard the extra virgin olive oil,
fruits, vegetables, cereals, cheeses and processed
meats, for a worth of 10 millions euro (7% total Italy).
Thanks to 164 acknowledged denominations, on 741
in the whole EU4, Italy holds the first position in the
community list of origins denomination products, and
detains 21,45% of the whole European market. In the
second position there is France with its 152 products,
Spain and Portugal with 104, and then Greece,
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
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 3 Mipaaf Updating, 2007
4 At European level, EU - source: registrations database of quality products – European Commission, 2006
National Scenario
(2007)
DOP 109
IGP 55
Traditiona
l products
4330
DOC 314
DOCG 35
IGT 118
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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
acknowledgement5.
5 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 Number DOP/IGP
Cheeses 20 DOP
Olives 9 DOP
Olives 1 IGP
Fruits, Vegetables and Cereals 12 DOP
Fruits, Vegetables and Cereals 12 IGP
Bakery, confectionery, candies and biscuits products 1 IGP
Fish, shellfish, mollusks products 1 DOP
Further animal products (eggs, honey, various dairy-milk products, except butter etc.) 1 DOP
Oils and fats/ Olive oil 12 IGP
Oils and fats/ Olive oil 14 DOP
Not food products 4 DOP
Amount DOP 61 DOP
Amount IGP 26 IGP
OVERALL 87 DOP/IGP
Hence, overall:
Greek Scenario (2007)
DOP 61
IGP 26
Traditional Products
n.d
DOC 8
DOCG 19
IGT n.d
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Valorization Paths for agricultural food quality productions: quality
and collective labels
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 competition6. 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 productions7.
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 regulations8
� 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 historical-
traditional 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.
6 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.
7 The Decoupling System introduced by the last reform of Community Agricultural Policy – CAP (June 2003)
8 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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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.
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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easure 2.2 “Assistance aim
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CT “SUPPORT AND PROMOTIO
N O
F TYPIC
AL LOCAL PRODUCTS” ]
21
V
alo
riza
tio
n P
ath
s f
or
ag
ric
ult
ura
l fo
od
qu
ali
ty p
rod
uc
tio
ns
: q
ua
lity
an
d c
oll
ec
tive
la
be
ls
D
EF
INIT
ION
S
GU
IDE
LIN
ES
W
HY
TO
AD
OP
T
CR
ITIC
AL
ITY
TO
CO
PE
CO
MP
ET
ITIV
E A
DV
AN
TA
GE
S
WH
O C
AN
BE
NE
FIT
?
ST
RA
TE
GY
GU
IDE
LIN
ES
Co
mm
un
ity
seal
ori
gin
den
om
inat
ion
(DO
P, IG
P,
ST
G),
nat
ion
al
seal
ori
gin
den
om
inat
ion
for
win
es
(DO
C, D
OC
G,
IGT
)
----
----
----
----
--
Pro
du
ct s
eal
of
Org
anic
Ag
ricu
ltu
re
- id
enti
fies
p
rodu
cts
feat
ure
s re
late
d
to
geo
gra
phic
al
area
s o
f o
rig
ins
(DO
P/I
GP
, w
ine)
and
raw
mat
eria
ls a
nd
pro
du
ctio
n
met
hods
(ST
G)
- as
sig
ns
a p
rote
ctio
n
to t
he
typ
ical
pro
duct
un
der
th
e
juri
dic
al p
rofi
le
- as
sure
s th
e
corr
esp
ond
ence
of
pro
du
ct t
o t
he
feat
ure
s o
f gu
idel
ines
----
----
----
----
----
----
----
----
----
- id
enti
fies
th
e li
nk
bet
wee
n
the
pro
du
ct
and
cr
op
tech
niq
ues
co
mp
atib
le
wit
h
env
iron
men
t an
d
org
anic
pro
du
ctio
ns
- as
sig
ns
a p
rote
ctio
n
und
er
the
juri
dic
al
pro
file
of
pro
du
ct
obta
ined
fr
om
o
rgan
ic
met
hod
- re
g. C
EE
51
0/0
6 –
Geo
gra
phic
indic
atio
ns
and
ori
gin
den
om
inat
ions
of
agri
cult
ura
l fo
od
pro
du
cts
(IG
P/D
OP
)
- re
g.
CE
E 5
09/0
6 –
war
rante
d
trad
itio
nal
spec
iali
ties
(S
TG
)
----
----
----
----
----
----
- re
g.
CE
E
20
92/9
1,
reg
. C
E 1
80
4/9
9,
reg
.
CE
331
/20
00
–
Org
anic
pro
du
ctio
n o
f
agri
cult
ura
l an
d
anim
al
pro
du
ctio
ns
d.m
. 2
20/9
5
- fa
vo
urs
: bas
e
pro
du
ct
and
terr
itory
(DO
P/I
GP
, w
ines
);
a
trad
itio
nal
p
rod
uct
ive
pro
cess
(S
TG
); a
pro
duct
ion
met
hod
(o
rgan
ic p
rodu
cts)
- as
sig
n
add
ed
val
ue
to
a ty
pic
al
org
anic
pro
du
ct a
ble
to
co
ntr
ast
the
estr
ang
emen
t o
f co
nsu
mer
s
mo
re
and
m
ore
fo
cuse
d
tow
ards
wid
esp
read
m
ark
et
pro
du
cts
- in
tro
du
ces
stro
ng
in
ters
ecto
rial
li
nks
wit
h
touri
sm
acti
vit
ies,
arti
stic
-cu
ltura
l an
d
nat
ura
list
ic
her
itag
e,
area
roots
- ex
trem
e
frag
men
tari
nes
s o
f
pro
du
ctio
n i
ndust
ries
- re
du
ced
fi
rms
dim
ensi
ons
wit
h
scar
ce
pro
fita
bil
ity
- li
mit
s tr
adin
g
in
the
inst
ance
o
f sc
arce
pro
du
ctio
ns
and
fo
r li
ttle
crop
s h
andic
raft
pro
cess
ors
- so
met
imes
dec
entr
aliz
ed
loca
tio
n
-
- p
eculi
arit
y
of
typ
ical
p
rod
uct
s (l
ink
to
geo
gra
phic
al p
rodu
ctio
n o
rig
in,
lin
k t
o l
oca
l
trad
itio
ns
and
to
a p
arti
cula
r pro
du
ctiv
e
pro
cess
th
at is
h
anded
do
wn
) an
d o
rgan
ic
pro
du
cts
(pro
du
ctio
n
met
ho
ds
lin
ked
to
env
iron
men
tal
pro
tect
ion
) b
eco
me
a
mar
ket
ing
too
l
- se
al i
s a
nec
essa
ry c
on
dit
ion f
or
ind
ust
rial
pro
du
cts
(fo
r th
em p
rodu
ctio
n t
echno
log
y o
f
ori
gin
al a
rea
pre
vai
ls)
and
fo
r hig
h q
ual
ity
win
es (
link
ed t
o e
xce
llen
t ra
w m
ater
ials
an
d
hig
h
tech
no
log
y
that
en
han
ce
the
char
acte
rist
ics)
; it
is
a
nec
essa
ry co
nd
itio
n
but
not
suff
icie
nt
for
typ
ical
an
d
org
anic
pro
du
ctio
ns
that
hav
e to
be
sup
po
rted
by a
n
adeq
uat
e p
rom
oti
on
- ag
ricu
ltu
ral
foo
d
com
pan
ies
wit
h
larg
e
qual
ity p
rodu
ctio
ns
- p
rodu
ctio
n
and
pro
cess
fi
rms
wit
h
typ
ical
li
mit
ed
pro
du
ctio
ns
on
th
e
loca
l m
ark
et
- d
evel
op
ag
reem
ents
w
ith
indu
stry
an
d
trad
ing
and
m
ake
pro
mo
tion
ab
road
, in
vo
lvin
g
inst
ituti
on
s an
d
pro
fess
ion
al
indu
stry
o
rgan
izat
ions,
fo
r
wid
espre
ad p
rod
uct
ion
s
- p
rofi
t b
y
po
tenti
alit
y
of
the
area
und
er
tou
rism
v
iew
po
int
and
m
ult
i-fu
nct
ional
itie
s o
f
farm
s fo
r sm
all
pro
duct
ion
s
- an
yw
ay
to
avo
id
“can
nib
alis
ms”
b
etw
een
bra
nds,
enla
rgin
g c
oop
erat
ive
syn
ergie
s,
aim
ing
to
th
e p
rodu
ct
imag
e,
area
m
ark
etin
g,
div
ersi
fica
tion
of
sale
n
etw
ork
s (r
etai
l,
spec
iali
zed
, G
FO
) an
d
of
new
sale
net
work
s (p
ub
lic
cate
ring
)
Co
llec
tive
seal
-
war
rants
th
e co
rres
pon
den
ce
bet
wee
n
auth
ori
zed
seal
of
par
tner
s an
d
pro
duct
fe
atu
res,
war
ranti
ng
th
e st
and
ard
s
- O
ften
it
is
a
reg
ion
al
seal
nee
dfu
l to
id
enti
fy
loca
l
agri
cult
ura
l pro
du
ctio
ns
obta
ined
fro
m
org
anic
ag
ricu
ltu
ral
met
hods
and
inte
gra
ted
agri
cult
ura
l pro
gra
ms
resp
ond
ent
to c
erta
in p
rod
uct
ion
guid
elin
es
- d
. lg
s.
Feb
ruar
y,
10
th, 200
5, n
. 30
- re
gio
nal
rule
s
- al
low
s a
stro
ng
li
nk
bet
wee
n
agri
cult
ura
l
pro
du
ctio
n
and
p
roce
ssed
crop
s
- sa
tisf
ies
con
sum
ers
and
its
rese
arch
of
info
rmat
ion
and
qual
ity
- in
th
e in
stan
ce o
f re
gio
nal
seal
, kee
ps
and
in
crea
ses
fam
e le
vel
s an
d get
s ea
sily
in i
nte
rest
ing
mar
ket
s ar
eas
- n
eedin
g
to
wa
rra
nt
con
sta
nt
pro
du
ctio
n q
ua
nti
ties
- to
co
ntr
ast
stra
tegie
s o
f la
rge
scale
dis
trib
uti
on
th
at
aim
s to
larg
e q
uan
titi
es
an
d
na
tio
nal
tast
e
hom
olo
gati
on
w
ith
sta
nd
ard
ized
pro
du
cts
- la
ck o
f n
oto
riet
y am
on
g
con
sum
ers
(in
th
e
inst
an
ce
of
eco
-
com
pati
ble
pro
du
cts)
- re
pre
sents
a
tool
to
iden
tify
q
ual
itat
ive
stan
dar
ds
of
pro
du
cts
- re
ali
zes
a
pro
cess
o
f valo
riza
tion
of
pro
du
cts
lin
ked
to
sp
ecif
icit
y
an
d
usi
ng
eco
-co
mp
ati
ble
ag
ricu
ltu
ral
tech
niq
ues
- all
ow
s co
sts
dis
trib
uti
on
th
at
der
ives
(c
om
mu
nic
ati
on
, p
rom
oti
on
, co
ntr
ols
) b
etw
een
part
ner
s -
in
the
case
o
f co
llec
tive
reg
ion
al
seal
,
allo
ws
to u
se dir
ect
reg
ion
al sp
onso
rs an
d
supp
ort
s
- ec
o-c
om
pat
ible
o
r
typ
ical
p
rodu
ctio
n
firm
s w
ith
sm
all
quan
tity
p
rodu
ctio
n
–
sing
le o
r as
soci
ated
as
con
sort
ium
s
- cr
op
p
roce
ssin
g
com
pan
ies
or
trad
ing
com
pan
ies
sin
gle
o
r
asso
ciat
ed
- to
pla
n
man
agem
ent
and
org
aniz
atio
nal
asp
ects
- se
t-u
p
effe
ctiv
e ac
tions
of
coo
per
ativ
e m
ark
etin
g
- to
im
pro
ve
dis
trib
uti
on
net
wo
rk
wit
h
dir
ect
lin
ks
pro
du
cers
-dis
trib
uto
rs,
tow
ard
s tr
ad
ing
stru
ctu
res
act
ive
in t
he
are
a (
spec
iali
zed
st
ore
an
d s
how
room
s a
t G
DO
fo
r org
an
ic
an
d
inte
gra
ted
p
rod
uct
s) a
nd
to
ward
s p
ub
lic
cate
rin
g
(ho
spit
als
, n
urs
ery
sch
ools
, h
osp
ices
, ca
nte
ens)
So
urc
e:
S.G
iuca, “L
e p
oliti
ch
e c
om
un
itari
e e
nazio
nali p
er
la q
uali
tà” i
n “
La c
ostr
uzio
ne d
i p
erc
ors
i d
i q
ualità
per
la v
alo
rizzazio
ne d
elle p
rod
uzio
ni
ag
roali
men
tari
lo
cali”,
Wo
rkin
g P
ap
er,
IN
EA
, R
om
a 2
001
Coordinated by
Agriplan s.r.l.
[INTERREG III A GREECE-ITALY 2000-2006 – M
easure 2.2 “Assistance aim
ed at SME competitiveness”
PROJE
CT “SUPPORT AND PROMOTIO
N O
F TYPIC
AL LOCAL PRODUCTS” ]
22
V
alo
riza
tio
n P
ath
s:
Tra
dit
ion
al
Pro
du
cts
DE
FIN
ITIO
NS
G
UID
EL
INE
S
WH
Y T
O A
DO
PT
? C
RIT
ICA
LIT
Y T
O
CO
PE
CO
MP
ET
ITIV
E A
DV
AN
TA
GE
S
WH
O C
AN
BE
NE
FIT
? S
TR
AT
EG
Y
GU
IDE
LIN
ES
Tra
dit
ion
al
agri
cult
ura
l
food
pro
du
cts
(PA
T)
“Tra
dit
ion
al p
rodu
cts”
are
mad
e ac
cord
ing
to m
eth
od
s o
f m
anu
fact
ure
, p
rese
rvat
ion
an
d
seas
onin
g,
whic
h
are
con
soli
dat
ed
in
the
yea
rs
–
at
leas
t si
nce
2
5
yea
rs
–
ho
mo
gen
eous
in t
he
wh
ole
in
tere
sted
are
a,
acco
rdin
g t
o t
rad
itio
nal
rule
s.
Tra
dit
ion
al
or
loca
l p
rodu
cts
val
ori
zati
on
per
tain
s, h
ence
, to
Reg
ion
s th
at a
re o
rien
ted
to
pro
tect
en
vir
onm
ent,
ag
ricu
lture
(i
n
mo
un
tain
ar
eas)
av
oid
ing
ar
eas
dep
opu
lati
on
.
Tra
dit
ion
al
pro
du
ct
“syst
em”
is
rule
d
by
the
Dec
ree
200
0, Ju
ly, 1
8th
.
Rev
. V
I o
f n
atio
nal
regis
ter
of
trad
itio
nal
agri
cult
ura
l fo
od
pro
duct
s
(Min
iste
rial
D
ecre
e p
rot.
N. 6
4370
200
6, Ju
ly,
10
th)
Fo
r su
ppo
rtin
g
Ital
ian
pro
du
ctio
ns,
N
atio
nal
A
gri
cult
ure
Dep
artm
ent,
in
2
000
, Ju
ly,
esta
bli
shed
a
nat
ional
re
gis
ter
of
trad
itio
nal
ag
ricu
ltu
ral
food
pro
du
cts,
to u
pd
ate
ever
y y
ear
in
coo
per
atio
n w
ith
Reg
ions.
C
reat
ing
the
trad
itio
nal
pro
du
cts
reg
iste
r, t
her
e
is t
he
opti
on
to
kee
p p
rodu
ctio
n p
roce
sses
an
d
tech
nolo
gie
s th
at a
re f
are
fro
m g
ener
al o
utl
ines
con
sider
ed
suit
able
in
o
rder
to
w
arra
nt
sanit
atio
n a
nd
hyg
iene
for
consu
mer
s.
Th
e es
tabli
shm
ent
of
this
re
gis
ter
has
rep
rese
nte
d a
n e
xtr
aord
inar
y c
han
ce t
o r
egis
ter
all
food
pro
duct
s th
at b
elo
ng
to
th
e p
rod
uct
ive
food
cult
ure
and
do
not
hav
e yet
an
ad
equ
ate
val
ori
zati
on
.
Oft
en,
pro
duct
ions
hav
e a
lim
ited
qu
anti
ties
and
cro
ps
gro
w
in
smal
l ar
ea
that
cann
ot
just
ify a
DO
P o
r a
IGP
se
al.
DO
P
and
IG
P
imp
ly c
on
stra
ints
and
tax
es
for
man
ufa
ctu
rers
w
ho
wan
t to
be
con
form
ed t
o t
he
guid
elin
es.
In
mar
gin
al
agri
cult
ure
si
tuat
ions,
it
is
ver
y
dif
ficu
lt
to
cop
e th
e
afo
resa
id g
uid
elin
es.
Coordinated by
Agriplan s.r.l.
[INTERREG III A GREECE-ITALY 2000-2006 – M
easure 2.2 “Assistance aim
ed at SME competitiveness”
PROJE
CT “SUPPORT AND PROMOTIO
N O
F TYPIC
AL LOCAL PRODUCTS” ]
23
Va
lori
za
tio
n p
ath
s f
or
qu
ali
ty a
gri
cu
ltu
re f
oo
d p
rod
uc
tio
ns
: vo
lun
tary
ce
rtif
ica
tio
n
W
HA
T I
S I
T?
GU
IDE
LIN
ES
W
HY
TO
AD
OP
T?
PR
OB
LE
MS
TO
CO
PE
C
OM
PE
TIT
IVE
S
AD
VA
NT
AG
ES
WH
O C
AN
BE
NE
FIT
? S
TR
AT
EG
Y G
UID
EL
INE
S
UN
I E
N I
SO
9001
:20
00
"Qu
alit
y
Man
agem
ent
Syst
em”
- it
is
an
ac
t th
at
allo
ws
ind
epen
den
t ac
cred
ited
th
ird
par
ties
to
atte
st
the
pro
du
ct
con
form
ity,
pro
cess
o
r fa
cili
ty
to
a sp
ecif
ic
rule
o
r an
oth
er
no
rmat
ive
do
cum
ent.
- U
NI
EN
IS
O
regu
lati
on
9001
:20
00
“Qu
alit
y
man
agem
ent
syst
ems
.
requ
irem
ents
” (*
) sp
ecif
ies
requ
irem
ents
whic
h a
fir
m m
ust
sati
sfy
to
dem
on
stra
te
the
abil
ity
in
ord
er
to
supp
ly
pro
du
cts
that
sat
isfy
cu
sto
mer
s
requ
irem
ents
an
d li
mit
s o
f th
e
law
.
- it
is
re
leas
ed
by
ind
epen
den
t ac
cred
ited
Inst
itu
tio
ns
SIN
CE
RT
(Nat
ion
al
Cer
tifi
cati
on
Syst
em)
com
po
sed
by
UN
I (I
tali
an
Nat
ion
al
Cer
tifi
cati
on
Inst
ituti
on
)
and
C
EI
(Eu
rop
ean
Sta
nd
ardiz
atio
n B
oar
d)
- S
INC
ER
T i
s re
cogn
ized
by d
ir.
83
/18
9/C
EE
, 1
983
,
Mar
ch,
23
rd,
tak
en i
n t
he
law
n. 21
, 198
3, Ju
ne.
- N
atio
nal
an
d
Fo
reig
n
mar
ket
requ
irem
ents
- al
low
s a
sched
ule
d
busi
nes
s
man
agem
ent,
w
ith
inef
fici
ency
an
d
dis
card
s re
du
ctio
n
- It
is
an i
nput
for
a
con
tinuo
us
qu
alit
y
imp
rov
emen
t
- H
igh
cer
tifi
cati
on
co
sts
- fe
w
cert
ific
atio
n
org
aniz
atio
n
in
the
agri
cult
ura
l fo
od
syst
em
- H
igh
pre
sen
ce o
f sm
all
and
med
ium
si
zed
fi
rms
in
this
fiel
d, le
ss s
tru
ctu
red
- O
bje
ctiv
e dif
ficu
ltie
s
stan
dar
diz
ing
p
roce
sses
an
d
indu
stri
al
pro
duct
s
con
stra
ined
to
th
e var
iab
ilit
y
and
se
aso
nal
ity
of
raw
mat
eria
ls
- “b
usi
nes
s cu
ltu
re”
tow
ard
s
pro
du
ctiv
e fl
exib
ilit
y
rath
er
than
u
sin
g
som
e p
roce
dure
s
for
thei
r ac
tivit
ies
- ap
pro
ach
ai
min
g
to
cert
ific
atio
n
rath
er
than
spec
iali
zed
.
- as
sig
ns
an a
ctiv
e ro
le t
o f
arm
s
both
to
war
ds
cust
om
ers
(coo
per
ativ
es
or
fact
ori
es),
an
d
tow
ards
thei
r o
wn
su
ppli
ers
(co
mp
ost
s, f
eed
stu
ffs,
con
sult
ants
,
etc.
)
- re
pre
sen
ts a
co
mm
erci
al “
plu
s”
Bec
ause
it
is
ad
op
ted
to
w
arra
nt
abil
ity t
o o
per
ate
even
wh
en t
his
war
ranty
is
n
ot
requ
ired
dir
ectl
y
by t
he
cust
om
er
- im
pli
es ad
van
tag
es in
te
rms
of
imag
e in
th
e m
ark
ets
- it
is
a
mar
ket
ing
too
l fo
r
indu
stri
al
pro
duct
s w
hic
h
fin
al
feat
ure
s ar
e d
eter
min
ed j
ust
by t
he
pro
du
ctiv
e p
roce
ss u
sed
- ag
ricu
ltu
ral
food
com
pan
ies
in
the
mar
ket
wit
h t
hei
r o
wn
bra
nd
(con
ven
ien
t p
rodu
cts)
- m
anu
fact
ure
rs
resi
din
g
in
DO
P/I
GP
ar
eas
(bet
ter
wit
h
larg
e qu
anti
ty p
rodu
ctio
ns)
- fi
rms
that
su
pply
cr
op
pro
cess
ing
in
dust
ry
in
contr
act
con
dit
ions
(als
o
coll
ecti
ve
mar
ks)
- “U
NI
EN
IS
O
9002
qu
alit
y
Syst
ems
–
War
ran
ty
qu
alit
y
man
ufa
ctu
re m
od
el,
inst
alla
tion
an
d
serv
ice”
reg
ula
tion
ap
pea
rs l
ike
the
mo
del
gen
eral
ly s
uit
able
fo
r fa
rms
- T
he
farm
h
as
to
consi
der
th
e
foll
ow
ing a
spec
ts:
con
trac
t – b
efore
pro
du
cing
o
ne
has
to
fo
cus
on
cust
om
er r
equ
irem
ent;
pu
rch
ases
–
it is
im
po
rtan
t to
as
k to
su
ppli
ers
for
qu
alit
y
war
ran
ties
o
f p
rodu
cts
and
supp
lied
fac
ilit
ies;
pro
cess
es –
pro
cess
es
man
agem
ent
is
mad
e
focu
sin
g o
n c
riti
cal
asp
ects
GL
OB
AL
GA
P
PR
OT
OC
OL
It i
s an
outl
ine
for
inte
rnat
ion
al
cert
ific
atio
n
of
Goo
d
Ag
ricu
ltu
re
Pra
ctic
es
–
GA
P
(good
ag
ricu
ltu
ral
pra
ctic
es)
that
co
nte
mp
late
s:
safe
pro
du
ctio
ns
for
bu
yer
s;
trac
eabil
ity;
min
imu
m
uti
lisa
tio
n
of
chem
ical
s;
spec
ific
at
ten
tion
s to
env
iron
men
tal
pro
tect
ion
; ca
re
of
hyg
ien
e du
rin
g
food
pro
du
cts
han
dli
ng;
hea
lth
an
d
wo
rker
s sa
fety
; el
emen
ts
rela
ted
to
busi
nes
s m
anag
emen
t
Req
uir
emen
ts
def
ined
in
the
pro
toco
l do
not
upse
t
the
“usu
al”
op
erat
ive
mo
dal
itie
s o
f fa
rms
that
oper
ate
acco
rdin
g
to
the
curr
ent
rule
s.
Fo
r
inst
ance
, th
e uti
lisa
tio
n o
f
enro
lled
p
esti
cides
fo
r a
spec
ific
cro
p,
mad
e b
y a
n
exp
ert
per
son
who
hold
s a
lice
nce
, an
d th
e ac
cura
te
reco
rdin
g,
on
th
e fa
rm
jou
rnal
, o
f al
l
inte
rven
tio
ns
shou
ld
be
obvio
us,
ju
st
lik
e la
ck
tim
e, t
he
righ
t d
isp
osa
l o
f
emp
ty
pes
tici
des
pac
kag
es
or
the
avai
labil
ity
of
a fi
rst-
aid
kit
in
the
wo
rkp
lace
s. I
t is
also
“o
bvio
us”
hir
ing
wo
rker
s w
ith
re
gula
r
con
trac
ts,
pro
vid
ing,
in
som
e in
stan
ces,
com
fort
able
hou
sin
g
acco
rdin
g t
o t
he
stan
dar
ds
(dri
nk
able
w
ater
an
d
elec
tric
ity).
Ver
y
man
y
Ret
aile
rs e
stab
lish
ed
that
su
ch
cert
ific
atio
n w
ill
be
an
indis
pen
sab
le
requ
irem
ent
to
be
thei
r p
rovid
er
Of
cou
rse
som
e in
th
e n
ear
futu
re
som
e as
pec
ts
of
the
pro
toco
l ar
e go
ing
to
be
revie
wed
an
d
rend
ered
m
ore
and
mo
re c
lose
and a
dher
ent
to s
pec
ific
loca
l co
ndit
ions.
It i
s p
lain
th
at t
o s
atis
fy s
om
e
requ
irem
ents
in
dif
fere
nt
con
texts
on
e m
ust
ta
ke
into
acco
un
t o
f so
cio
-cu
ltu
ral
con
dit
ion
of
Cou
ntr
ies
inte
rest
ed
by
cert
ific
atio
n
acti
vit
ies
(sta
nd
ard
is
good
wo
rld
wid
e).
Un
der
th
e
econ
om
ic
vie
wpo
int,
neg
oti
atio
n
bet
wee
n
bu
yer
-
supp
lier
is
a b
ig d
eal
(wil
l th
e
effo
rt b
e re
cog
niz
ed,
in o
rder
to
sati
sfy
mo
re
sever
requ
irem
ents
?)
- It
is
an o
per
ativ
e to
ol
reco
gniz
ed
wo
rld
wid
e.
No
wad
ays
the
stan
dar
d
com
pre
hen
ds
80
thou
sand
s ce
rtif
ied
m
anu
fact
ure
rs
at
leas
t in
ei
ghty
co
un
trie
s,
Eu
rop
e, A
mer
ica,
Afr
ica
and
Asi
a.
- A
bil
ity
to
imp
rov
e fo
r
resp
ond
ing
to
m
ore
co
mp
lex
dem
and
s is
a s
trat
egic
ele
men
t to
succ
eed
, th
eref
ore
, an
in
dep
end
ent
qual
ifie
d
ver
ific
atio
n
can
con
trib
ute
no
t only
to
cl
ear
the
wh
ole
p
roce
ss,
bu
t al
so
to
go
“bey
on
d t
he
con
form
ity”,
to c
reat
e
in
the
com
mo
n
effo
rt
ver
ifie
r-
ver
ifie
d
a re
al
com
pet
itiv
e
adv
anta
ge
for
ente
rpri
ses.
- “E
uro
ret
aile
r p
roduce
wo
rkin
g
gro
up
” as
soci
atio
n –
Eu
rep
– i
s a
mid
po
int
bet
wee
n
reta
iler
s an
d
farm
ers
and
it
has
bee
n d
esig
ned
to e
stab
lish
a c
om
mo
n p
roto
col
for
crop
s,
mo
re
resp
ond
ing
to
mo
der
n d
eman
ds
of
sust
ainab
le
agri
cult
ure
.
- T
he
outl
ine
is
app
lica
ble
both
for
indiv
idual
fa
rmer
s an
d
man
ufa
ctu
rer
org
aniz
atio
ns
(leg
al
stru
ctu
res
such
as
coo
per
ativ
es
and
co
nso
rtiu
ms)
(PM
O
–
Pro
du
ce
Mar
ket
ing
Org
aniz
atio
n);
in
th
e la
st y
ears
a
docu
men
ted
qu
alit
y
syst
em
is
requ
ired
. It
is
ab
le
to
man
age
rela
tion
ship
s b
etw
een
ass
oci
ated
man
ufa
ctu
rers
. T
he
esse
nti
al
aspec
t is
th
at
the
pro
toco
l
reg
ards
on
ly
fa
rms
acti
vit
ies
(ev
en t
houg
h u
nd
er a
ny k
ind
of
legal
fo
rms,
p
ubli
c li
mit
ed
liab
ilit
y
com
pan
ies
(S.p
.A.)
incl
uded
).
Str
ictl
y
tech
nic
al-a
gro
no
mic
aspec
ts
are
extr
emel
y
inte
rest
ing
,
and
ce
rtai
nly
si
zed
fo
r It
alia
n
farm
ers,
sta
rtin
g f
rom
ris
k a
nal
ysi
s
of
a new
pla
ce,
goin
g t
hro
ugh
th
e
fert
ilit
y
kee
pin
g
of
the
soil
an
d
pro
tect
ing
wil
d f
auna,
en
din
g t
o t
he
tota
l p
rod
uct
ions
trac
eabil
ity.
Fir
st
rin
g
of
“die
tr
acea
bil
ity”,
no
wad
ays
a m
iles
ton
e fo
r
com
mu
nit
y p
oli
cies
, in
th
e pre
sent
and
fu
ture
le
gis
lati
on
, is
so
“co
nst
rain
ed”
in
a v
ery
reli
able
way
. Q
ua
on
e re
min
ds
that
R
eg.
UE
1
78
/2002
, goin
g
for
the
“har
des
t” p
arts
sin
ce 2
005
, Ja
nu
ary,
1st,
imp
ose
s n
ot
only
th
e w
ho
le
trac
eabil
ity
of
agri
cult
ura
l fo
od
pro
du
cts,
bu
t al
so
the
use
o
f
HA
CC
P m
etho
ds
(Haz
ard A
nal
ysi
s
Cri
tica
l C
ontr
ol
Poin
t) i
n t
he
mai
n
pro
du
ctio
ns…
In
oth
er w
ord
s, w
ho
is n
ot
mar
gin
aliz
ed b
y t
he
mar
ket
then
wil
l b
e k
ick
ed o
ff b
y t
he
law
.
(*)I
SO
90
01
:20
00
ta
ke
s t
he
pla
ce
of
ISO
90
01
, IS
O 9
00
2 e
IS
O 9
00
3,
ISO
90
04
de
l 1
99
4 b
eco
min
g t
he
on
ly r
efe
ren
ce
ru
le (
gu
ide
line
) fo
r co
ntr
actu
al
an
d t
hir
d p
art
ies c
ert
ific
atio
n p
urp
ose
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24
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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25
COSTS-BENEFITS ANALYSIS FOR A SHORT PERIOD
CO
ST
S A
NA
LY
SIS
Preliminary 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
BE
NE
FIT
S A
NA
LY
SIS
- 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).
- 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.
- 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.
Direct Costs
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.
Indirect Costs
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)
Not-conformity Costs
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 required standards of the Disciplinary.
Complementary Costs
Costs deriving from the needing to set up promotional activities and keeping watch on the correct use of the Denomination. These costs, generally, are burdened by collective organizations (i.e. guardianships Consortium) and/or public Institutions. A further category is about exclusion costs, deriving from the fact that some enterprises, that were producing typical products before to obtain the community protection, do not have the possibility to be conformed to the Disciplinary, with consequences such as lacks in revenues and a possible decreasing of investments value linked to the specific productive
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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26
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, eco-
compatibility, 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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27
Part III
The normative overview, tools and procedures
to promote typical agro-alimentary products
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28
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.
T
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29
At a later date, at National level9 (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 level10, 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).
9 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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30
National norms (ITALY) (DOP/IGP)
Suspension of the decree of 17/11/2006 fixing the “procedure at national level for DOP and IGP
registration, in accordance with EC Regulation n. 510/2006” (3 January 2007)
Ministerial Decree integrating the Decree of 17 November 2006 – published in G:U. n . 276 -
General Series - (27 November 2006 – Procedure at national level for the registration of DOP and
IGP products, in accordance with EC Regulation n. 510/2006. (22 December 2006)
Ministerial Decree of 17/11/2006 regarding new requests for DOP and IGP registration of agro-
al imentary products in accordance with EC Regulation 510/2006. The Ministerial Decree was
published in G.U. n . 276 (27/11/2006).
MIPAF Circular n. 4 (28/06/2000), containing the disposit ions for presentation of applications for
DOP and IGP registration, and the pinpointing of the relative administrative procedures.
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.
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” ]
31
National norms “Traditional Products”
Ministerial Circular n. 10 (21 December 1999)
Decree of 18 July 2000 "National l ist of tradit ional agro-al imentary products" published in the
ordinary supplement of G.U. 194 (21 August 2000) – general series
Ministerial Decree 350/99
Legislative Decree 173/98, art . 98
“EU” Law 526/99 art . 1o
Ministerial Circulars n. 10/99 and n. 2/2000: criteria and modalit ies for the predisposit ion of the
l ist of tradit ional products
Legislative Decree 155/97
Carrying out of Regional Law 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 recognition11.
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.
4. Making an exception to article 1312, comma 1, a collective brand can consist of
brands or indications that in commerce can be used to designate the geographic
11
The brand can be registered at any Chamber of Commerce, or directly at the Italian Office for Patents and Brands, according to specific procedures.
Coordinated by
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32
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 use13, 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. 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.
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” ]
33
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.
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.
Coordinated by
Agriplan s.r.l.
[INTERREG III A GREECE-ITALY 2000-2006 – M
easure 2.2 “Assistance aim
ed at SME competitiveness”
PROJE
CT “SUPPORT AND PROMOTIO
N O
F TYPIC
AL LOCAL PRODUCTS” ]
34
P
rod
uc
t T
yp
olo
gy
E
uro
pe
an
no
rms
N
ati
on
al
no
rms
(It
ali
an
)
DO
P,
IGP
EC
Re
gu
latio
n n
. 5
10
/20
06
of
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Co
un
cil
(20
Ma
rch
20
06
), r
eg
ard
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th
e p
rote
ctio
n o
f g
eo
gra
ph
ica
l in
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atio
ns a
nd
de
no
min
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f o
rig
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nd
alim
en
tary
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S
usp
en
sio
n o
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e d
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e o
f 1
7/1
1/2
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ixin
g t
he
“p
roce
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re a
t n
atio
na
l le
ve
l fo
r D
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d
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re
gis
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nce
with
EC
Re
gu
latio
n n
. 5
10
/20
06
” (3
Ja
nu
ary
20
07
)
EC
Re
gu
latio
n n
. 1
89
8/2
00
6 o
f th
e C
om
mis
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n (
14
De
ce
mb
er
20
06
), c
on
tain
ing
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e
mo
da
litie
s o
f a
pp
lica
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n o
f E
C R
eg
ula
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of
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cil,
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rote
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eo
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l in
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ns a
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de
no
min
atio
ns o
f o
rig
in o
f a
gri
cu
ltu
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nd
a
lime
nta
ry p
rod
ucts
Min
iste
ria
l D
ecre
e o
f 2
2 D
ece
mb
er
20
06
pu
blis
he
d in
th
e O
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ial G
aze
tte
(G
.U.)
– g
en
era
l se
rie
s –
n.
2 o
f 3
Ja
nu
ary
20
07
, re
ga
rdin
g t
he
“In
teg
ratio
n w
ith
De
cre
e o
f 1
7 N
ove
mb
er
20
06
, re
ga
rdin
g t
he
pro
ce
du
re a
t n
atio
na
l le
ve
l fo
r D
OP
an
d I
GP
re
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n,
in a
cco
rda
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with
EC
R
eg
ula
tio
n n
. 5
10
/20
06
”;
Fo
rms a
tta
ch
ed
to
EC
Re
gu
latio
n n
. 1
89
8/2
00
6 o
f th
e C
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mis
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n c
on
tain
ing
th
e
mo
da
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f a
pp
lica
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n o
f E
C R
eg
ula
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. 5
10
/20
06
of
the
Co
un
cil.
M
inis
teri
al D
ecre
e o
f 1
7/1
1/2
00
6 r
eg
ard
ing
ne
w r
eq
ue
sts
fo
r D
OP
an
d I
GP
re
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f a
gro
-a
lime
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rod
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in
acco
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EC
Re
gu
latio
n 5
10
/20
06
. T
he
Min
iste
ria
l D
ecre
e w
as
pu
blis
he
d in
G.U
. n
. 2
76
(2
7/1
1/2
00
6).
EC
Re
gu
latio
n n
. 5
09
/20
06
of
the
Co
un
cil
(20
Ma
rch
20
06
), r
eg
ard
ing
gu
ara
nte
ed
tr
ad
itio
na
l sp
ecia
litie
s o
f a
gri
cu
ltu
ral a
nd
alim
en
tary
pro
du
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. D
ecre
e o
f th
e D
ire
cto
r G
en
era
l n
. 1
76
32
(2
0/0
7/2
00
1):
de
fin
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n o
f th
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eg
ion
al p
roce
du
res f
or
the
pre
limin
ary
in
ve
stig
atio
n a
nd
fo
rmu
latio
n o
f th
e o
pin
ion
, in
acco
rda
nce
with
art
. 5
of
EE
C
Re
gu
latio
n n
. 2
08
1/9
2.
Co
ntr
ol str
uctu
res c
om
mu
nic
ate
d b
y t
he
Me
mb
er
Sta
tes in
acco
rda
nce
with
Art
icle
10
, p
ara
gra
ph
2,
of
EE
C R
eg
ula
tio
n n
. 2
08
1/9
2,
reg
ard
ing
th
e p
rote
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n o
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gra
ph
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atio
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nd
de
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f a
gri
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nd
alim
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tary
pro
du
cts
.
MIP
AF
Cir
cu
lar
n.
4 (
28
/06
/20
00
), c
on
tain
ing
th
e d
isp
ositio
ns f
or
pre
se
nta
tio
n o
f a
pp
lica
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ns
for
DO
P a
nd
IG
P r
eg
istr
atio
n,
an
d t
he
pin
po
intin
g o
f th
e r
ela
tive
ad
min
istr
ative
pro
ce
du
res.
EE
C R
eg
ula
tio
n n
. 2
08
1/9
2 a
nd
su
cce
ssiv
e m
od
ific
atio
ns a
nd
in
teg
ratio
ns o
n t
he
ba
sis
of
Cir
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lar
n.
4/2
00
0
Tra
dit
ion
al
Pro
du
cts
Tra
ditio
na
l p
rod
ucts
are
no
t re
gu
late
d a
t E
uro
pe
an
le
ve
l.
Six
th r
evis
ion
of
the
na
tio
na
l lis
t o
f tr
ad
itio
na
l a
gro
-alim
en
tary
pro
du
cts
(M
inis
teri
al D
ecre
e c
on
p
rot.
n.
64
37
0 (
10
Ju
ly 2
00
6)
Cir
cu
lar
n.
2/2
00
0:
cri
teri
a a
nd
mo
da
litie
s f
or
the
pre
dis
po
sitio
n o
f th
e lis
t o
f tr
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itio
na
l p
rod
ucts
De
cre
e o
f 1
8 J
uly
20
00
"N
atio
na
l lis
t o
f tr
ad
itio
na
l a
gro
-alim
en
tary
pro
du
cts
" p
ub
lish
ed
in
th
e
ord
ina
ry s
up
ple
me
nt
of
G.U
. n
. 1
94
(2
1 A
ug
ust
20
00
) –
ge
ne
ral se
rie
s
Min
iste
ria
l C
ircu
lar
n.
10
of
21
De
ce
mb
er
19
99
.
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iste
ria
l D
ecre
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50
/99
. R
eg
ula
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n c
on
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ing
th
e n
am
e f
or
the
pin
po
intin
g o
f th
e t
rad
itio
na
l p
rod
ucts
de
scri
be
d in
art
icle
8,
co
mm
a 1
, o
f th
e le
gis
lative
de
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f 3
0 A
pri
l n
. 1
73
“EU
” L
aw
52
6/9
9 a
rt.
1 –
Dis
po
sitio
ns f
or
the
ca
rryin
g o
ut
of
ob
liga
tio
ns d
eri
vin
g f
rom
Ita
ly’s
m
em
be
rsh
ip o
f th
e E
C.
D.L
gs.1
73
/19
98
, a
rt.8
. M
od
alit
ies f
or
the
pre
se
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tio
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f th
e a
pp
lica
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n f
or
inse
rtio
n in
th
e lis
t o
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gro
-alim
en
tary
pro
du
cts
an
d d
efin
itio
n o
f th
e c
rite
ria
re
lative
to
th
e p
relim
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ry
inve
stig
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ns f
or
the
lis
t.
Le
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lative
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ca
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/CE
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Ca
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, IG
T
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49
3/1
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9 o
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r (w
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in
stitu
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om
ple
x E
U r
eg
ime
re
ga
rdin
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pa
rtic
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e
follo
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rea
s:
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ote
ntia
l, m
ark
et
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ch
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ism
s,
win
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g p
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Su
ch
win
es a
re r
eg
ula
ted
by E
EC
Re
gu
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3/8
7.
La
w n
. 1
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/92
re
ga
rdin
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he
ne
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ula
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ns o
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en
om
ina
tio
ns o
f o
rig
in (
G.
U.
26
Fe
bru
ary
1
99
2,
n.
47
, S
.O.)
fr
om
D.P
.R.
n.
34
8/9
4 a
nd
fro
m t
he
re
lative
“p
rod
uctio
n r
eg
ula
tio
ns”.
EC
Re
gu
latio
n n
° 2
58
5/2
00
1 o
f th
e C
om
mis
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n (
19
.12
.20
01
) m
od
ifyin
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ula
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14
93
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R
eg
istr
y o
f vin
eya
rds p
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g D
OC
an
d D
OC
G w
ine
s.
No
rma
tive
re
fere
nce
s:
D.P
.R.1
2/7
/19
63
, n
.93
0,
L.1
0/2
/19
92
n.1
64
, D
.P.R
. 2
4/5
/19
67
n.5
06
, D
.M.
10
/4/1
99
2,
Min
iste
ria
l C
ircu
lar
reg
ard
ing
th
e c
o-o
rdin
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n o
f a
gri
cu
ltu
ral p
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ies 2
6/1
1/1
99
3 n
.28
, D
.P.R
. 2
0/4
/19
94
n.3
48
.
Coordinated by
Agriplan s.r.l.
[INTERREG III A GREECE-ITALY 2000-2006 – M
easure 2.2 “Assistance aim
ed at SME competitiveness”
PROJE
CT “SUPPORT AND PROMOTIO
N O
F TYPIC
AL LOCAL PRODUCTS” ]
35
EC
Re
gu
latio
n n
. 7
53
/20
02
of
the
Co
mm
issio
n (
29
Ap
ril 2
00
2),
wh
ich
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es c
ert
ain
m
od
alit
ies f
or
the
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plic
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n o
f E
C R
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ula
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ncil
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e
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na
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se
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n a
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tectio
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in w
ine
-gro
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g p
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ucts
Da
tab
ase
of
the
Min
istr
y f
or
Ag
ricu
ltu
ral P
olic
ies (
Lis
ts,
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mp
reh
en
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e o
f n
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ative
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of
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OC
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es,
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up
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til 3
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gu
latio
n n
. 1
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7/2
00
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f th
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n (
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ly 2
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ter
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s
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sp
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Co
lle
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ve
B
ran
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Is
re
gu
late
d b
y t
he
civ
il co
de
(a
rt 2
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0),
in
so
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r a
s it
is in
stitu
ted
bo
th b
y p
riva
te la
w a
nd
by
the
ne
w c
od
e o
f In
du
str
ial p
rop
ert
y (
leg
isla
tive
de
cre
e o
f 1
0 F
eb
rua
ry 2
00
5,
n.
30
)
Re
qu
ire
me
nts
fo
r g
eo
gra
ph
ic c
oll
ec
tive
se
al
pro
du
ct
Le
git
ima
ted
S
ub
jec
ts
Su
bje
cts
, co
rpore
al pe
op
le in
clu
de
d,
wh
ose t
ask is n
ot
pro
du
cin
g a
nd c
om
me
rcia
lize
, a
s r
ath
er
con
tro
l a
nd
gu
ara
nte
e q
ua
lita
tive
sta
nd
ard
s, o
rigin
an
d
co
mpo
sitio
n o
f a
pro
du
ct,
tu
nin
g th
e c
olle
ctive
sea
l u
se a
nd
gra
ntin
g it o
nly
to
pro
ducts
co
mp
lyin
g w
ith
se
ttle
d c
rite
ria
. In
stitu
tes o
r la
wfu
lly c
on
stitu
ted a
sso
cia
tio
ns h
avin
g th
e a
im o
f g
ua
ran
tee
th
e o
rigin
, na
ture
or
qua
lity o
f spe
cific
pro
du
cts
or
wa
res, h
avin
g th
e a
bili
ty o
f co
nced
e t
he
sea
ls s
elv
es u
se
to
co
ntr
acto
rs w
ho
belo
ng
to
th
e institu
te o
r asso
cia
tio
n.
As
so
cia
tio
n R
eq
uir
em
en
ts
Ma
nu
factu
rers
' asso
cia
tio
ns o
r p
rod
uce
rs' u
nio
ns
Ide
nti
fic
ati
on
mo
da
liti
es
an
d
pro
ce
ed
ing
s
Fo
r B
ran
d a
ckno
wle
dg
men
t, s
pe
cific
pro
ce
ed
ing
s h
ave
to
be f
ollo
w:
1.
Titu
lar
institu
te e
sta
blis
hm
en
t 2
. S
tatu
te r
ea
liza
tio
n
3.
Bra
nd u
se
rule
bo
ok r
ea
liza
tio
n
4.
Dis
cip
linary
re
aliz
ation
5. L
ogo
pla
nnin
g a
nd B
ran
d r
ecord
ing
To
wh
om
pre
se
nt
qu
ery
Qu
ery
ca
n b
e p
rese
nte
d in
an
y C
ha
mb
er
of C
om
me
rce
. C
an
be
sen
t d
ire
ctly,
by r
etu
rn tic
ket re
gis
tere
d le
tter,
ad
dre
ssed
to
Ita
lian B
reve
ts O
ffic
e a
nd
Bra
nds,
Via
Mo
lise
, 1
9 -
001
87
RO
MA
. S
tora
ge
at C
ha
mbe
r o
f C
om
me
rce
ca
n b
e d
on
e d
irectly b
y t
he
pe
titio
ne
r, o
r b
y w
ay o
f an
ag
ent
ch
osen
am
on
g a
dvis
ors
in
in
telle
ctu
al o
wn
ers
hip
(m
and
ato
ry),
re
gis
tere
d m
em
be
rs in s
pecific
pro
fessio
na
l b
oa
rd o
wn
ed
by U
.I.B
.M (
ww
w.o
rdin
e-b
reve
tti.it),
or
am
ong
la
wye
rs a
nd leg
al
pro
cura
tors
re
gis
tere
d in
th
eir
ow
n b
oard
s, o
r b
y 3
rd p
art
ies.
Do
cu
me
nta
tio
n t
o p
res
en
t
Do
cu
me
nta
tio
n n
ee
ded
to
reg
iste
r a
co
llective
bra
nd
inclu
des:
1)
Re
gis
tra
tio
n r
eq
uest o
n t
he
spe
cific
fo
rm in 4
cop
ies (
the o
rig
inal co
py a
nd
3 a
s d
up
licate
) 2
) P
aym
en
t a
ckno
wle
dg
men
t T
axe
s a
nd
Go
ve
rnm
ent
Gra
nts
3
) 2
RE
VE
NU
E S
TA
MP
S
4)
Mon
ey P
aym
en
t n
ext
to C
ha
mb
ers
of C
om
me
rce
.
Tim
es
: In
qu
es
t/V
alu
ati
on
In
qu
est/
Valu
atio
n T
ime
s a
re v
ery
slo
w.
Eve
n 3
ye
ars
. A
nyh
ow
it's
ne
ed
ed
sp
ecify t
hat
pro
du
ct p
rote
ction
be
gin
s th
e s
tora
ge
day.
Aft
erw
ard
s w
ill b
e
regis
tra
tion
®.
Pro
du
ct
will
re
su
lt s
tore
d b
ut n
ot ye
t re
gis
tere
d, a
nyw
ay t
ota
lly c
op
yri
gh
ted
.
Coordinated by
Agriplan s.r.l.
[INTERREG III A GREECE-ITALY 2000-2006 – M
easure 2.2 “Assistance aim
ed at SME competitiveness”
PROJE
CT “SUPPORT AND PROMOTIO
N O
F TYPIC
AL LOCAL PRODUCTS” ]
36
Re
qu
ire
me
nt
to r
eq
ue
st
DO
P/I
GP
ac
kn
ow
led
gm
en
t
Le
git
ima
ted
S
ub
jec
ts
Associa
tion
con
stitu
ted
by t
he
to
talit
y o
f p
rod
uce
rs a
nd
/or
tran
sfo
rmer
actu
ally
pro
ducin
g o
r tr
an
sfo
rmin
g
ag
ricu
ltu
ral or
food
pro
duct
for
wh
ich
is r
equ
este
d th
e D
OP
or
IGP
ackno
wle
dg
men
t.
As
so
cia
tio
n
Re
qu
ire
me
nts
a
) b
e c
on
stitu
ted
with
pu
blic
act;
b
) H
ave
am
on
g c
orp
ora
te a
ims,
pro
du
ct
reg
istr
atio
n f
or
wh
ich
is p
rese
nte
d t
he
re
qu
est;
c)
be
pro
du
ce
rs a
nd
/or
tra
nsfo
rme
rs p
lace
d in
te
rrito
ry m
ark
ed
off
by t
he
dis
cip
lina
ry r
ela
ted
to
a
rt.4
, E
C g
uid
elin
e n
. 5
10
/20
06
);
d)
rep
res
en
t a
pe
rce
nta
ge
of
the
id
en
tifi
ca
tio
n o
bje
ct
pro
du
cti
on
hig
he
r th
an
50
% o
f th
e
ac
tua
l p
rod
uc
tio
n i
n t
he
ma
rke
d o
ff a
rea
an
d h
igh
er
tha
n 3
0%
of
en
terp
ris
es
cu
rre
ntl
y
invo
lve
d i
n p
rod
uc
tio
n.
e
) in
clu
de
am
on
g t
he
sta
tute
fo
reca
sts
, a
cco
rdin
g t
o t
he
co
rpo
rate
sco
pe
, th
e o
blig
atio
n t
o n
ot
so
lve
be
fore
th
e a
im a
ch
ieve
me
nt
for
wh
ich
it
wa
s b
uilt
up
(lik
e im
po
ssib
ility
to
ach
ieve
it
ca
use
of
a le
ga
l sh
ap
e m
od
ify).
To
th
e a
sso
cia
tio
n a
re e
qu
iva
len
t a
lso
pro
mo
ter
or
org
an
ize
r co
mm
itte
es,
ha
vin
g r
eq
uis
ite
s a
bo
ve
d
escri
be
d,
su
ita
ble
to
re
pre
se
nt
pro
du
ce
rs a
nd
/or
tra
nsfo
rme
rs e
co
no
mic
sta
ke
s invo
lve
d in
..
Afo
rem
en
tio
ne
d p
erc
en
tag
es h
ave
to
be
ve
rifie
d a
mo
ng
th
e <
<p
rod
uce
rs
an
d u
se
rs>
> c
ate
go
ry,
su
ch
as d
ete
cte
d b
y t
he
art
. 4
of
the
min
iste
ria
l a
ct
Ap
ril, 1
2th
, 2
00
0 in
vo
lvin
g <
<G
en
era
l d
isp
osa
ls r
ela
tin
g u
nio
ns
de
no
min
atio
n p
rote
cte
d o
rig
ins (
DO
P)
an
d g
eo
gra
ph
ic p
rote
cte
d
ind
ica
tio
n (
IGP
) sa
feg
ua
rd r
ep
rese
nta
tive
ne
ss r
eq
uis
ite
s>
>:
da
irie
s in
th
e c
he
ese
sp
inn
ere
t; p
rod
uce
rs in
th
e n
on
tra
nsfo
rme
d f
ruit,
ve
ge
tab
les a
nd
ce
rea
ls s
pin
ne
ret;
wo
rkin
g e
nte
rpri
se
s in
th
e
tra
nsfo
rme
d f
ruit,
ve
ge
tab
les a
nd
ce
rea
l sp
inn
ere
t; o
live
gro
we
rs in
th
e
fatt
y s
pin
ne
ret;
fa
rme
rs a
nd
bu
tch
ers
in
th
e f
resh
me
at
sp
inn
ere
t;
wo
rkin
g e
nte
rpri
se
s in
th
e m
ea
t p
rep
ara
tio
n s
pin
ne
ret;
pre
pa
rers
in
th
e
ba
ke
ry p
rod
ucts
sp
inn
ere
t.
To
wh
om
pre
se
nt
Le
gitim
ate
d s
ub
ject,
pre
se
nts
re
gis
tra
tio
n D
OP
or
IGP
in
sta
nce
to
th
e I
talia
n A
gri
cu
ltu
re D
ep
art
me
nt
- G
en
era
l D
ire
ctio
n f
or
ag
ricu
ltu
ral a
nd
fo
od
qu
alit
y -
QP
A O
ffic
e I
II (
Ita
ly)
or
to t
he
co
mp
ete
nt
na
tio
na
l a
uth
ori
ty f
or
Gre
ece
.
Do
cu
me
nta
tio
n t
o
pre
se
nt
With
in
the
in
sta
nce
h
ave
to
b
e
tra
nsm
itte
d
the
fo
llow
ing
d
ocu
me
nta
tio
n:
a)c
on
stitu
tive
_a
ct-
an
d-s
tatu
te;
b)
asse
mb
ly
de
libe
ratio
n
or
eq
uiv
ale
nt
act
fro
m
wh
ich
re
su
lts
the
p
rod
uce
rs'
will
to
p
rese
nt
insta
nce
fo
r D
OP
an
d I
GP
pro
du
cts
re
gis
tra
tio
ns,
if s
uch f
ore
ca
st
isn
't in
clu
de
d i
n t
he
co
nstitu
tive
act;
c)p
rod
uctio
n_
dis
cip
lina
ry;
d)
tech
nic
al
rep
ort
fr
om
w
hic
h
is
cle
arl
y
sh
ow
n
the
lin
k
with
te
rrito
ry,
ag
ree
d
up
on
ca
use
co
nn
ectio
n b
etw
ee
n g
eo
gra
ph
ic z
on
e a
nd
pro
du
ct
qu
alit
y o
r fe
atu
re (
for
DO
P)
or
a s
pe
cific
qu
alit
y,
rep
uta
tio
n o
r a
no
the
r p
rod
uct
fea
ture
(fo
r IG
P).
By t
he
te
ch
nic
al re
po
rt h
ave
als
o t
o b
e s
ho
wn
th
at
pro
du
ct
for
wh
ich
a
ckn
ow
led
gm
en
t is
re
qu
este
d,
pre
se
nts
a
t le
ast
on
e q
ua
lita
tive
fe
atu
re th
at
ma
ke
s it
diffe
ren
t b
y t
he
sa
me
pro
du
cts
typ
olo
gy s
tan
da
rd,
ob
tain
ed
ou
t o
f th
e p
rod
uctio
n a
rea
;
Coordinated by
Agriplan s.r.l.
[INTERREG III A GREECE-ITALY 2000-2006 – M
easure 2.2 “Assistance aim
ed at SME competitiveness”
PROJE
CT “SUPPORT AND PROMOTIO
N O
F TYPIC
AL LOCAL PRODUCTS” ]
37
e)
his
tori
c r
ep
ort
, e
qu
ipp
ed
with
bib
liog
rap
hic
re
fere
nce
, to
pro
ve
at
lea
st
a 2
5 y
ea
rs o
f th
e
pro
du
ct
pro
du
ctio
n i
n m
att
er,
co
nso
lida
ted
use
in
co
mm
erc
e o
r in
co
mm
on
la
ng
ua
ge
, d
en
om
ina
tio
n f
rom
wh
ich
is r
eq
ue
ste
d r
eg
istr
atio
n;
f)
so
cio
-eco
no
mic
re
po
rt
inclu
din
g
follo
win
g
info
rma
tio
n:
1.
pro
du
ct
an
d p
rod
uctive
str
uctu
re:
actu
al
pro
du
ce
d a
mo
un
t; fo
reca
st
5 ye
ars
te
rm
pro
du
ctio
n a
mo
un
t; In
vo
lve
d e
nte
rpri
se
s n
um
be
r, d
istin
gu
ish
ed
b
y sin
gle
se
gm
en
t fo
r sp
inn
ere
t (a
ctu
al
an
d p
ote
ntia
ls);
G
eo
gra
ph
ic d
estin
atio
n o
f p
rod
uct
(actu
al
an
d in
5
ye
ars
te
rm);
2
. re
qu
est:
actu
al; f
ore
ca
st
in 5
ye
ars
te
rm;
g)
ad
eq
ua
te s
ize
ca
rto
gra
ph
y t
o c
on
se
nt
the
pro
du
ctio
n a
rea
pre
cis
e i
de
ntifica
tio
n a
nd
its
b
ord
ers
; h
) co
ntr
ibu
tio
n d
estin
ed
to
co
ve
r e
xp
en
se
s,
acco
rdin
g t
o a
rt.
18
(E
C g
uid
elin
e n
. 5
10
/20
06
),
pa
ym
en
t re
ce
ipt.
i)
d
ecla
ratio
n a
tte
stin
g a
ll in
form
atio
n s
up
plie
d a
re t
rue
.
Pro
du
cti
on
d
isc
ipli
na
ry
fea
ture
s
Pro
du
ctio
n d
iscip
lina
ry m
ust
inclu
de
:
a)
all
ele
me
nts
wh
ich
are
in
art
.4 (
EC
gu
ide
line
n.
51
0/2
00
6);
b)
su
ita
ble
ele
me
nts
to
id
en
tify
pro
du
ct
is r
eq
ue
ste
d p
rote
ctio
n e
ve
n b
y s
ett
ing
a lo
go
esta
blis
he
d
by a
sig
n a
nd
/or
wo
rds w
hic
h h
ave
to
be
su
pp
lied
pri
nt
fea
ture
s:
siz
es,
fon
ts,
co
lori
me
tric
in
de
x;
pro
po
se
d m
ark
mu
st
ow
n o
rig
ina
lity r
eq
uis
ite
s,
dis
tin
ctive
ca
pa
bili
ty a
nd
co
mp
lian
ce
with
pe
ace
a
nd
go
od
ha
bit
Usin
g a
n a
lre
ad
y re
gis
tere
d m
ark
ca
n b
e a
llow
ed
, if re
pu
ted
su
ita
ble
, a
cco
rdin
g w
ith
its titu
lar
exp
ress
ren
un
cia
tio
n.
Da
te
of
pro
tectio
n
will
b
e
the
o
rig
in
de
no
min
atio
n
ackn
ow
led
gm
en
t o
r in
tere
ste
d g
eo
gra
ph
ic in
dic
atio
n.
Art
. 4
EC
Gu
ide
line
: D
iscip
lina
ry in
clu
de
s a
t le
ast
follo
win
g e
lem
en
ts:
a)
ag
rari
an
or
foo
dstu
ff p
rod
uct
na
me
in
clu
din
g o
rig
in d
en
om
ina
tio
n o
r g
eo
gra
ph
ic in
dic
atio
n;;
b a
gra
ria
n o
r fo
od
stu
ff p
rod
uct
de
scri
ptio
n b
y s
ho
win
g r
aw
ma
teri
als
an
d
ma
in p
hysic
s,
ch
em
ica
l, m
icro
bio
log
ica
l o
r o
rga
no
lep
tic f
ea
ture
s;
c g
eo
gra
ph
ic a
rea
bo
rde
rs a
nd
, in
ca
se
, e
lem
en
ts s
ho
win
g a
cco
rda
nce
w
ith
art
. 2
, p
ar.
3;
d e
lem
en
ts s
ho
win
g a
gra
ria
n o
r fo
od
stu
ff p
rod
uct
is o
rig
ina
l fr
om
th
e
ge
og
rap
hic
are
a b
ord
ere
d,
rela
ted
to
art
. 2
, p
ar.
1,
lett
er
a)
or
b);
e)
Ag
rari
an
or
foo
dstu
ff p
rod
uct
ach
ieve
me
nt
me
tho
d a
nd
, in
ca
se
, lo
ca
l m
eth
od
s,
loya
l a
nd
co
nsta
nt,
ele
me
nts
in
he
ren
t co
nd
itio
nin
g,
wh
en
th
e
req
ue
stin
g a
sso
cia
tio
n,
acco
rdin
g t
o a
rt.
5,
pa
r. 1
, fix a
nd
exp
lain
th
at
co
nd
itio
nin
g m
ust
be
in
th
e g
eo
gra
ph
ic a
rea
bo
rde
red
fo
r sa
feg
ua
rd
qu
alit
y a
nd
gu
ara
nte
e o
rig
in o
r a
ssu
re c
on
tro
l;
f) e
lem
en
ts ju
stify
ing
: i)
lin
k b
etw
ee
n a
gra
ria
n o
r fo
od
stu
ff p
rod
uct
qu
alit
y o
r fe
atu
res a
nd
g
eo
gra
ph
ic e
nvir
on
me
nt
rela
ted
to
art
. 2
, p
ar.
1,
lett
er
a)
or,
ii)
lin
k b
etw
ee
n a
gra
ria
n o
r fo
od
stu
ff p
rod
uct
pa
rtic
ula
r q
ua
lity,
rep
uta
tio
n
or
an
oth
er
fea
ture
an
d g
eo
gra
ph
ic e
nvir
on
me
nt
rela
ted
to
art
. 2
, p
ar.
1,
lett
er
b);
g
) A
uth
ori
ty o
r d
iscip
lina
ry a
ct
co
ntr
olle
r's n
am
e a
nd
ad
dre
ss,
an
d
rela
tive
sp
ecific
ta
sks;
h
) A
ny s
pe
cific
ru
le t
o la
be
l a
gra
ria
n o
r fo
od
stu
ff p
rod
uct;
i)
eve
ntu
al re
qu
isite
s t
o r
esp
ect
ca
use
of
co
mm
un
ity o
r n
atio
na
l d
isp
osa
ls.
Tim
es
In
qu
es
t/V
alu
ati
on
M
IPA
F
Acco
rdin
g t
o M
em
be
r C
ou
ntr
y t
err
ito
ria
l str
uctu
re is a
cq
uir
ed
ea
ch
Re
gio
n o
r S
elf G
ove
rnin
g
Pro
vin
ce
op
inio
n in
wh
ich
te
rrito
ria
l ra
ng
e is lo
ca
ted
th
e p
rod
uctio
n a
rea
.
Min
iste
ria
l p
roc
ed
ure
fir
st
ph
as
e
Coordinated by
Agriplan s.r.l.
[INTERREG III A GREECE-ITALY 2000-2006 – M
easure 2.2 “Assistance aim
ed at SME competitiveness”
PROJE
CT “SUPPORT AND PROMOTIO
N O
F TYPIC
AL LOCAL PRODUCTS” ]
38
a.
Pe
titio
ne
r su
bje
ct
leg
itim
iza
tio
n v
eri
fy;
b.
do
cu
me
nta
tio
n c
om
ple
ten
ess a
s f
ou
nd
by a
rt.3
, p
ar.
3 o
f th
e p
rese
nt
act
an
d c
orr
esp
on
de
nce
to
re
qu
isite
s a
nd
co
nd
itio
n f
ixe
d b
y g
uid
elin
e (
EC
) n
. 5
10
/20
06
, w
ith
pa
rtic
ula
r lin
k t
o a
rt.3
, p
ar.
3,
lett
er
c,
an
d e
lem
en
ts s
ho
win
g a
t le
ast
a 2
5 y
ea
rs p
rod
uctio
n;
c.
so
cio
-eco
no
mic
da
ta t
o a
ssu
re r
eq
uir
ed
ackn
ow
led
gm
en
t ca
n s
up
po
se
dly
bri
ng
eco
no
mic
pro
fit,
a
gre
ed
up
on
as a
dd
ed
va
lue
of
the
pro
du
ct
or
po
ssib
ility
of
ne
w m
ark
et
so
ug
ht
an
d a
vo
id
de
no
min
atio
n u
su
rpa
tio
n;
d.
Pro
du
ctio
n D
iscip
lina
ry S
uita
bili
ty;
e t
he
pro
du
ct
do
esn
't a
pp
ea
r in
th
e s
am
e g
eo
gra
ph
ic a
rea
or
in a
ju
st
ne
igh
bo
rin
g a
rea
.
Ad
min
istr
atio
n o
bse
rva
tio
ns a
nd
eve
ntu
al re
lieve
s f
ollo
win
g e
ach
ab
ove
m
en
tio
ne
d v
eri
fica
tio
ns,
are
co
mm
un
ica
ted
to
th
e r
eq
ue
stin
g s
ub
ject
an
d
to t
he
co
mp
ete
nt
Re
gio
n o
r S
elf-g
ove
rnin
g p
rovin
ce
. T
he
mis
se
d c
au
se
s
rem
ova
l o
n w
hic
h a
bo
ve
me
ntio
ne
d r
elie
ve
s a
re e
sta
blis
he
d in
a 9
0
da
ys t
erm
, fo
rms c
on
tra
stin
g e
lem
en
t to
co
urs
e o
f in
ve
stig
atio
n a
nd
fix
th
e p
roce
ss c
losin
g.
Min
iste
ria
l p
roc
ed
ure
s s
ec
on
d p
ha
se
1 O
nce
fin
ish
ed
th
e a
bo
ve
me
ntio
ne
d v
eri
fie
s w
ith
po
sitiv
e r
esu
lt,
Ad
min
istr
atio
n c
om
mu
nic
ate
s t
o
the
re
qu
estin
g s
ub
ject
an
d t
o R
eg
ion
or
Se
lf-g
ove
rnin
g p
rovin
ce
te
rrito
ria
lly c
om
pe
ten
t,
tra
nsm
ittin
g t
he
pro
du
ctio
n d
iscip
lina
ry in
th
e f
ina
l ve
rsio
n.
2.
Aft
erw
ard
s A
dm
inis
tra
tio
n m
ake
s a
gre
e w
ith
re
qu
estin
g s
ub
ject
an
d w
ith
Re
gio
n/s
an
d/o
r S
elf-
go
ve
rnin
g p
rovin
ce
/s,
terr
ito
ria
lly c
om
pe
ten
t, p
lace
s a
nd
off
ice
s f
or
pu
blic
ve
rifica
tio
n r
eu
nio
n.
3.
De
pa
rtm
en
t co
mm
un
ica
tes t
o t
he
sa
me
su
bje
cts
da
te a
nd
tim
e in
wh
ich
th
e a
bo
ve
me
ntio
ne
d
reu
nio
n w
ill t
ake
pla
ce
an
d in
vite
in
vo
lve
d s
elv
es t
o g
ive
co
mm
un
icatio
n t
o c
ity c
ou
ncil,
to
p
rofe
ssio
na
l a
nd
ca
teg
ory
org
an
iza
tio
ns,
to t
he
pro
du
ce
rs a
nd
to
in
tere
ste
d e
co
no
mic
op
era
tors
. S
am
e S
ub
jects
ha
ve
to
assu
re w
ith
ob
jective
evid
en
ce
s,
su
pp
lied
be
fore
at
the
be
gin
of
the
pu
blic
ve
rifica
tio
n r
eu
nio
n,
giv
ing
th
e m
axim
um
vis
ibili
ty t
o t
he
eve
nt
als
o b
y a
nn
ou
nce
me
nt
diffu
sio
n,
bill
p
ostin
g o
r o
the
r e
qu
iva
len
t m
ed
ias.
Dis
trib
utio
n m
od
alit
ies a
nd
am
plit
ud
e h
ave
to
be
co
he
ren
t w
ith
in
tere
ste
d p
rod
uctio
n a
rea
s.
4.
Th
e a
im o
f th
e p
ub
lic v
eri
fica
tio
n r
eu
nio
n is a
llow
Min
istr
y,
as r
esp
on
sib
le s
ub
ject o
f th
e
de
cla
ratio
n r
ela
ted
to
art
. 5
pa
r. 7
, le
tte
r C
gu
ide
line
(E
C)
51
0/2
00
6,
to v
eri
fy p
rop
ose
d d
iscip
line
co
rre
sp
on
de
nce
to
lo
ya
l u
se
s a
nd
co
nsta
nts
exp
ecte
d b
y t
he
gu
ide
line
in
ma
tte
r.
5.
Aft
erw
ard
s,
Ad
min
istr
atio
n p
roce
sse
s,
ag
ree
ing
with
th
e p
etitio
ne
r su
bje
ct
wh
o r
eq
ue
ste
d
reg
istr
atio
n,
the
exclu
siv
e d
ocu
me
nt
rela
ted
to
art
. 5
pa
r. 3
, le
tte
r C
gu
ide
line
(E
C)
51
0/2
00
6.
Art
. 5
pa
r. 7
, le
tte
r C
of
gu
ide
line
(E
C)
51
0/2
00
6 a
rt.
5,
pa
r. 7
. F
or
ea
ch
fa
vo
rab
le d
ecis
ion
re
late
d c
od
icil
5,
3rd
co
dic
il, a
do
pte
d b
y t
he
me
mb
er
sta
te,
this
on
e g
ive
s t
o t
he
Co
mm
issio
n:
a)
Na
me
an
d a
dd
ress o
f th
e r
eq
ue
stin
g a
sso
cia
tion
; b
) E
xclu
siv
e d
ocu
me
nt
rela
ted
to
pa
r. 3
le
tte
r C
; c)
A m
em
be
r sta
te d
ecla
ratio
n a
ffir
min
g t
he
fo
rm h
as b
ee
n d
eliv
ere
d b
y
the
asso
cia
tio
n t
ha
t ta
ke
ad
va
nta
ge
of
the
fa
vo
rab
le d
ecis
ion
th
at,
in
h
is/h
er
op
inio
n,
pre
se
nt
gu
ide
line
co
nd
itio
ns a
nd
re
lative
ap
plic
atio
n
dis
po
sa
ls;
d)
refe
ren
ce
of
dis
cip
lina
ry r
ele
ase
, a
bo
ut
pa
r. 5
, 5
th c
od
icil.
Coordinated by
Agriplan s.r.l.
[INTERREG III A GREECE-ITALY 2000-2006 – M
easure 2.2 “Assistance aim
ed at SME competitiveness”
PROJE
CT “SUPPORT AND PROMOTIO
N O
F TYPIC
AL LOCAL PRODUCTS” ]
39
e)
An
exclu
siv
e d
ocu
me
nt
limite
d t
o t
he
fo
llow
ing
ele
me
nts
: i)
ma
in d
iscip
lina
ry e
lem
en
ts:
de
no
min
atio
n,
pro
du
ct
de
scri
ptio
n,
inclu
de
d
sp
ecific
ru
les t
hat
ca
n b
e a
pp
lied
to
its
co
nd
itio
nin
g a
nd
its
la
be
l, a
nd
its
co
ncis
e d
escri
ptio
n o
f th
e g
eo
gra
ph
ic a
rea
bo
rde
rin
g;
ii) P
rod
uct
link d
escri
ptio
n w
ith
ge
og
rap
hic
en
vir
on
me
nt
or
ob
tain
ing
m
eth
od
s t
ha
t ju
stify
lin
k s
elf.
Do
cu
me
nts
ab
ove
me
ntio
ne
d,
wri
tte
n in
on
e o
f th
e o
ffic
ial E
uro
pe
an
U
nio
n in
stitu
tio
ns la
ng
ua
ge
or
acco
mp
an
ied
by a
tra
nsla
tio
n c
ert
ifie
d in
o
ne
of
tha
t la
ng
ua
ge
s.
7.
Min
istr
y p
rovid
es r
ele
asin
g in
to t
he
Off
icia
l G
aze
tte
, th
e p
rop
osa
l a
bo
ut
dis
cip
line
pro
du
ctio
n s
o
tha
t a
ll in
tere
ste
d s
ub
jects
ca
n v
iew
an
d p
rese
nt
eve
ntu
al o
bse
rva
tio
ns.
Sp
en
t 3
0 d
ays b
y t
he
re
lea
se
da
te in
to t
he
Off
icia
l G
aze
tte
, in
la
ck o
f o
bse
rva
tio
ns,
or
aft
er
ha
ve
th
em
va
lue
d w
ith
p
rom
otin
g s
ub
ject
an
d w
ith
Re
gio
n/s
an
d/o
r S
elf-g
ove
rnin
g P
rovin
ce
/s t
err
ito
ria
lly c
om
pe
ten
t a
nd
h
ave
so
lve
d e
ve
ntu
al d
isse
nts
, M
inis
try n
otify
to
th
e C
om
mis
sio
n,
the
re
qu
est
of
reg
istr
atio
n a
nd
re
late
d d
ocu
me
nta
tio
n.
Th
e m
em
be
r sta
te a
ssu
res t
he
fa
vo
rab
le d
ecis
ion
will
be
pu
blis
he
d a
nd
e
ach
ph
ysic
s o
r le
ga
lly in
div
idu
al h
avin
g a
le
gitim
ate
in
tere
st,
ca
n h
ave
m
ed
ias t
o a
pp
ea
l. T
he
me
mb
er
sta
te a
ssu
res t
he
dis
cip
lina
ry v
ers
ion
o
bje
ct
of
the
fa
vo
rab
le d
ecis
ion
will
be
pu
blis
he
d a
nd
assu
re a
n
ele
ctr
on
ic a
cce
ss t
o t
he
dis
cip
lina
ry.
Wh
en
th
e d
ate
of
req
ue
st
pre
se
nta
tio
n t
o t
he
Co
mm
issio
n b
eco
me
eff
ective
, th
e s
am
e m
em
be
r S
tate
ca
n d
eliv
er
pro
tectio
n,
just
in t
em
po
rary
wa
y t
o t
he
de
no
min
atio
n,
rela
ted
to
th
e p
rese
nt
gu
ide
line
at
na
tio
na
l le
ve
l a
nd
, if n
ee
de
d,
an
a
da
pta
tio
n t
ime
.
Eu
rop
ea
n
Co
mm
iss
ion
R
evie
w
Th
e C
om
mitte
e r
evie
ws w
ith
su
ita
ble
me
an
s t
he
ap
plic
atio
n s
ub
mitte
d a
cco
rdin
g t
o t
he
art
. 5
to
e
sta
blis
h w
he
the
r is
ju
stifie
d a
nd
sa
tisfie
s a
ll re
qu
ire
me
nts
of
this
re
gu
latio
n.
Th
is r
evie
w s
ho
uld
be
d
on
e w
ith
in t
he
te
rm o
f 1
2 m
on
ths
.
Th
e C
om
mis
sio
n p
ub
lish
es e
ve
ry m
on
th t
he
lis
t o
f d
en
om
ina
tio
ns t
ha
t a
re o
bje
ct
of
reg
istr
atio
n,
as
we
ll a
s t
he
pre
se
nta
tio
n d
ate
.
Wh
en
on
th
e b
ase
of
the
re
vie
w a
cco
rdin
g t
o p
ar.
1,
firs
t co
dic
il, r
eta
ins s
atisfie
d a
ll co
nd
itio
ns o
f th
is
reg
ula
tio
n,
the
Co
mm
itte
e p
ub
lish
es o
n t
he
off
icia
l B
ulle
tin
of
Eu
rop
ea
n U
nio
n,
the
on
ly d
ocu
me
nt
rela
ted
to
th
e D
iscip
lina
ry r
ele
ase
, a
rt.
5,
pa
r. 5
, fift
h c
od
icil.
O
n t
he
co
ntr
ary
, th
e C
om
mitte
e d
ecid
es t
o r
eje
ct
the
ap
plic
atio
n a
cco
rdin
g t
o t
he
pro
ce
du
re o
f a
rt.
15
, p
ar.
2.
In t
he
te
rm o
f six
mo
nth
s a
fte
r th
e p
ub
lica
tio
n in
th
e o
ffic
ial B
ulle
tin
of
Eu
rop
ea
n U
nio
n,
art
. 6
, p
ar.
2,
firs
t co
dic
il, e
ve
ry m
em
be
r S
tate
or
thir
d C
ou
ntr
ies c
an
ob
ject
to t
he
pro
po
se
d r
eg
istr
atio
n,
su
bm
ittin
g a
de
taile
d d
ecla
ratio
n o
f re
aso
ns t
o t
he
Co
mm
itte
e.
Coordinated by
Agriplan s.r.l.
[INTERREG III A GREECE-ITALY 2000-2006 – M
easure 2.2 “Assistance aim
ed at SME competitiveness”
PROJE
CT “SUPPORT AND PROMOTIO
N O
F TYPIC
AL LOCAL PRODUCTS” ]
40
If
th
e C
om
mitte
e d
oe
s n
ot
rece
ive
op
po
sitio
ns a
ccord
ing
to
pa
r 3
, th
en
it
will
pro
ce
ed
to
re
gis
ter
the
d
en
om
ina
tio
n.
Re
gis
tra
tio
n is p
ub
lish
ed
on
th
e o
ffic
ial B
ulle
tin
of
Eu
rop
ea
n U
nio
n.
5.
If t
he
op
po
sitio
n is r
ece
iva
ble
acco
rdin
g t
o p
ar.
3,
the
Co
mm
itte
e in
vite
s t
he
sta
keh
old
ers
to
sta
rt
up
su
ita
ble
co
nsu
lta
tio
ns.
If t
he
y r
ea
ch
an
ag
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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.
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They can only be sold in vessels holding at most 5 liters and bringing a
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 x CEFALONIA � PATRASSO � MESSOLONGHI � Other (plaese specify) �
Sector:
x Agro-alimentary
� Local handicrafts
� Other (please specify)
Product Name
“Ladopita” Traditional sweet based on olive oil
I. BASIC INFORMATION Company details
Organization name: Laboratorio Dolciario “Stavrakas”
Contact: Andreas Stavrakas
Address - city: Kalligoni 9 – 31100 Lefkada
E-mail: [email protected]
Phone: 0030 26450 26666
Fax: 0030 26450 26675
Website:
Contact details:
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II. 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).
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.
III. 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.
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.
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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) Pour in the flour, mix and cook for 20 minutes 3) in successive stages, pour the syrup that has been prepared beforehand (with sugar, honey, “petinesi” and water). 4) ............ 5) 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. 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. 2. in circular aluminium containers (in which it is cooked) – Diameter 22 cm x 2 cm. 3. 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. 4. 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.
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 100 % Email orders ________% e-Commerce (Internet) ________% Traditional Festivals and Holy days ________% Fairs ________% Other sales channels (specify) ________%
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?
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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 sweet-
making 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.
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.
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
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.
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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
Surname Fiorillo
Phone 0030 26610 49467
e-mail [email protected]
Signature
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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 x CEFALONIA � PATRASSO � MESSOLONGHI � Other (please specify)
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: [email protected]
Phone: (0030) 26450 26596
Fax: (0030) 26450 22868
Website:
Contact address: P. Filippa 18, Lefkada
II. 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
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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?
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.
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
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?
“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.
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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.
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.
In the production of the “pastelli” we observe the following procedure: We roast the sesame seeds in an oven, cook the honey and
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
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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) 10 % Retail /Specialized shops 80 % Catering ________% Direct Sales 10 % Email orders ________% e-Commerce (Internet) ________% Traditional Festivals and Holy days ________% Fairs ________% Other sales channels (specify) ________%
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.
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
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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.
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.
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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
Surname Fiorillo
Phone 0030 26610 49467
e-mail [email protected]
Signature
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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 x CEFALONIA � PATRASSO � MESSOLONGHI � Other (plaese specify)
Sector:
x Agro-alimentary
� Local handicrafts
� Other (please specify)
Product Name
Traditional Lefkada Salami
I. BASIC INFORMATION 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
Telephone: (0030) 26450 22553
Fax: (0030) 26450 22363
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II. DESCRIPTION OF BEST PRACTICE
In which field can your company consider itself an example of best practices?
1. Marketing and Communication Strategies second choice
2. Innovation in terms of products/processes third choice (above all of the production process)
3. Improvement in product quality first choice
4. Other subjects (please specify)
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
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.
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 pre-
war 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
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.
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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.
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.)
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) 15-20 % of total sold
Also outside regional borders 80 % 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) 60 % Retail/specialized shops 29 % Catering 1 % Direct sales 10 % Email orders ________% e-commerce (Internet) ________% Traditional festival and Holy days ________% Fairs ________% Other channels (specify) ________%
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.
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
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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.
Integrated Approach
The actions foreseen are co-ordinated as a coherent and integrated group.
Yes.
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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.
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 Evi (Paraskevì)
Surname Kotti
Phone (0030) 26610 – 49467
e-mail [email protected]
Signature
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Reference Area Region of Apulia Province of Brindisi � Province of Lecce � Province of Bari � Greece Region of the Ionian Islands Prefecture of Lefkada Municipality LEFKADA � KEFALONIA � PATRAS � MESOLONGHI � Other (please specify) Corfù Sector:
� Agro-alimentary X Local handicrafts
� Other (please specify)
Product Name
Traditional soaps (Patini)
I. BASIC INFORMATION Company details
Organization name: Saponificio Patini di Apostolos Patunis
Contact: Apostolos Patunis
Address: Ioannou Theotoki, 9 CORFÙ
Post code: 49100
City: CORFU’
Region: CORFU’
E-mail: [email protected]
Phone: 0030 26610 20702
Fax: 0030 26610 20704
Website: in construction
Contact details: Ioannou Theotoki, 9 CORFU
II. DESCRIPTION OF BEST PRACTICE
In which field can your company consider itself an example of best practices?
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1. Marketing and Communication Strategies
2. Innovation in terms of products/processes
X 3. Improvement in product quality
4. Other subjects (please specify)
Type of best practice?
Territorial/collective
Names of partners in the case of a collective/integrated project
X Individual
In co-operation internationally/trans-nationally with other companies?
Names of partners in the 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.
The innovations we have introduced aren’t particularly relevant to the production process. Saponificio Patini has a 150 year long history,
and still today it continues to produce hand-made soap using traditional methods. The true innovation of the product is that we use top
quality olive oil – only virgin olive-oil that has no chemical additives.
In so far as concerns the creation of a consortium for the commercialisation of soap, unfortunately there is not the infrastructure and
technical knowledge that this would need. If there was a serious attempt in this direction I would immediately sign up, in the same way
that I would participate in a stand displaying typical products from Corfu for display in Greece or abroad. A recognition of our soaps as a
typical product would also be expedient, since we were already known in Corfu at the beginning of the 20th Century and are the only
soap manufacturer on the island.
Main activities of the best practice Description of the main activities planned and put in place, including where and when they took place, and who brought them to a conclusion (indicating local operators and other subjects).
The main actions regard the search for ever more genuine raw materials for the preparation of our soaps. Naturally we have also bought
more modern equipment, which have contributed to a relative reduction in production times and in energy consumption, and to an
increase in productivity. The realisation of all this has been the result only of our own resources, both economic and in terms of technical
knowledge. I should specify that my father, the previous owner of the company, was a chemical engineer, while I am a mechanical
engineer and my wife is a chemist. These types of competencies have been very helpful in improving the production of Patini soaps.
In the past I have tried to participate in programmes of financial support and assistance for traditional products, but my applications
weren’t accepted and no specific motivations were provided. Such procedures, useless and unproductive, have meant only high costs
for our company, both in terms of money and in terms of a slowing down of production. I have reached the conclusion that for
companies like ours it is best not to have relations with public institutions.
III. QUALITATIVE INFORMATION REGARDING THE PRODUCT
Describe the area of production Are there specific resources that characterise your area of reference? Are they agro-alimentary resources or products of handicrafts? Are there interdisciplinary and inter-territorial integrations that confer an added value to the product?
Given that the main raw material is olive oil, I think we are advantaged in that Corfu produces a lot of oil, a large amount of which is not
suitable for use as a foodstuff and which we therefore use in the preparation of the soap.
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 products that fall into the same typology.
We produce 3 types of soap.
Olive oil soap (100% olive oil) – has a limited foaming power but is characterised by its light and hypo-allergenic action.
Green “olive-residue” soap, which contains the chlorophyll of the olive and is characterised by its detersive qualities and by the multitude
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of uses to which it is destined.
“Marsiglia-type” soap, made up of virgin olive oil (80%) and edible palm seed oil (20%), is a delicate soap with a rich foam.
Aside from the fundamental ingredients we use soda, salt and water – rigorously without additives in contrast to industrially produced
soaps.
Describe the characteristics and the origin of the main raw materials used
The raw material is obviously olive oil, which we get exclusively from local producers.
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 procedure used for the production of the soap is as follows: Pour the oil and the soda into the pot and let it boil for a week. We then
pour the mixture obtained in this way onto large wooden trays so that it can dry. We then brand the soaps, cut them with a knife and
leave them for four months in the drying room.
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.)
As I have already said, the fact that Corfu, from the Venetian era on, has a significant production of olive oil is particularly advantageous
for our soap factory. In this way we can be in direct contact with the producers and check first hand the raw materials.
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 soaps are sold loose, and also in packages of 100-130 g, wrapped in shiny paper. They are packaged in cardboard boxes and for
exportation are put on pallets.
Describe the product’s market outlets and its diffusion locally, nationally and internationally
The majority of our product is exported to Japan – a commercial collaboration that arose from my participation in a programme
organised by JETRO (Japan External Trade Organisation), the equivalent of the Greek OPE (Organisation for the Promotion of Exports).
The product is sold: Only on the local market
(municipality/province/region) 7 % of total sold
Also outside regional borders 3 % of total sold
Also outside national borders 90 % 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/hypermarkets) ________% Retail/Specialised shops 30 % Catering ________% Direct Sales ________% Email orders ________% e-Commerce (Internet) ________% Traditional Festivals and Holy days ________% Fairs ________% Other sales channels (specify) ______telesales (Japan) 70 %
During the process of company improvement aimed at promoting products locally and Europe-wide have you created a marketing plan?
I haven’t carried out any specific marketing plan, mainly due to my personal belief that the best publicity is that carried out by my
customers and clients themselves.
In spite of this, and on their own initiative, some national newspapers have done a report on “Saponificio Patuni”, and we also recently
gave an interview to a Greek TV station which will be screened in the near future. Our company was also featured on TV by the main
Austrian TV channel, ORF1.
We are planning to create a website of our soap factory – not so much to advertise our products as to inform consumers about natural
olive-oil soaps.
How much did it cost to take forward this best practice? (In terms of cost, time and resources) Specify length, starting date, end, etc.
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I can’t give a precise answer. What is certain is that we are constantly seeking to improve, with great personal effort and dedication.
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.
Without doubt, the direct beneficiaries are the consumers of our products, to whom we offer a totally healthy way of looking after one’s
personal hygiene or other types of hygiene, in contrast to the chemical detergents produced by large industries. Our soaps are
compatible with the environment and with the human organism, since they release the pores of the skin, eliminating impurities in an
effective way (fatty substances, dead cells etc.).
Corfu’s olive growers are also benefited, in that a high percentage of the olive oil produced on the island is inedible, but is given a value
where otherwise there wouldn't be one.
Problems met, teachings learnt Explanation of the main problems met, along with how they were resolved and what lessons were learnt.
There are always difficulties, above all when one is pursuing the continuous improvement of the final product, and consequently the supply of ever more genuine raw materials.
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.
Sales have remained fairly steady, given that on Corfu we are the only company that produces soap. We are succeeding however in
keeping the quality of our product high, and by buying more modern machines (without modifying the method of soap production) we
have increased productivity and reduced energy consumption
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.
The strong points of our location are the high availability of olive oil, and in particular of highly acidic oil, as well as a considerable
touristic presence.
On the other hand the fact that Corfu is an island, and furthermore very decentralised, doesn’t help the transport situation. Transport
costs are high, and it is not possible to communicate with the centre when lacking materials or equipment.
"Bottom-up" approach This aims at encouraging the participatory decision-making process at a local level, for all aspects of the development policy.
In general I am unhappy with local and national institutions, since as a general rule there is no information regarding the promotion of
typical local products. Furthermore there is no suitable infrastructure (e.g. technology park, specialised workers), or the technical
knowledge necessary for the strengthening and diffusion of our products. I don’t think this happens intentionally, but rather due to a lack
of awareness.
Approach aimed at promoting partnerships
A serious collaboration with other companies producing traditional local products would be useful and interesting. Knowing the mentality,
however, and the lack of infrastructure and technical knowledge, I don’t know how successful a similar attempt would be.
Innovation Even if the idea is innovative also the actions should be innovative.
Safe-guarding the soap-production method handed down to me by my father, emphasising the pin-pointing and use of exclusively local
and genuine raw materials, avoiding any chemical additives.
Integrated Approach The actions foreseen are co-ordinated as a coherent and integrated group. Yes.
Creation of a network and co-operation between areas
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No, as I have already said it is difficult that this could be created.
Transferability The action/project can be transferred to other areas with similar economic and geographic characteristics.
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
Surname Fiorillo
Phone 0030 26610 49467
e-mail [email protected]
Signature
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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 x CEFALONIA � PATRASSO � MESSOLONGHI � Other (plaese specify)
Sector:
x Agro-alimentary
� Local handicrafts
� Other (please specify)
Product Name
“Lefkadìtiki ghì” wine (Area of Lefkada)
I. BASIC INFORMATION Company details
Company name: Robòtis Dimìtris & Soci
Contact: Robòtis Dimìtris
Address: 8th km provincial road Nidri-Vasilikì, Lefkada
Post code: 31082
City Lefkada
Region Lefkada
E-mail [email protected]
Phone: (0030)26450 39139, (0030)6972 606391
Fax: (0030)26450 39139
II. DESCRIPTION OF BEST PRACTICE
In which field can your company consider itself an example of best practices?
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1. Marketing and Communication Strategies second choice
2. Innovation in terms of products/processes
3. Improvement in product quality first choice
4. Other subjects (please specify)
Type of best practice?
Territorial/collective
Names of partners in the case of a collective/integrated project
Individual
In co-operation internationally/trans-nationally with other companies?
Names of partners in the 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.
As a wine-making expert I am particularly interested in the production and sale of wine. Our activity was started 6 years ago,
and to differentiate and establish myself in comparison with other producers I introduced new techniques into the production
process. In reality the originality doesn’t just have to do with the technique involved in the production of the wine, but also in
the product itself. This is because for the bottled wines we only use local varieties of grapes. To be precise, for red wine we
use a rare variety that is grown on Lefkada at an altitude of between 200 and 700 metres and which is called “Berzamì” (or
“Berzamino” – clearly imported by the Venetians in 1684). It is considered one of our country’s best products. For the white
wine, on the other hand, we use a type of grape that is called “Vardèa”.
We are also seeking to diversify in so far as the way in which our product is presented. Our company’s production and its
display area occupy a fairly large area in open countryside, and is hosted within various stone structures. Unfortunately it is
very difficult that our product might obtain a DOC certification, since the Greek Ministry for Agriculture only grants these
certificates with great difficulty. We also have big problems with bureaucracy.
Main activities of the best practice Description of the main activities planned and put in place, including where and when they took place, and who brought them to a conclusion (indicating local operators and other subjects).
As I said before, as well as adopting a different system of wine production, and using varieties that are cultivated on the
island, we have carefully looked after the appearance of our company. The buildings in which we produce the wine are all
made of stone, a building element that is in perfect harmony with the surrounding environment. In total there are 5 buildings:
the one in which the wine-making takes place, the bottling area, the one in which we store the finished product, the quality
control workshop and finally the building in which we welcome our customers. Here it is possible to taste our wines in front of
a splendid panorama, and the tasting can also take place on the 2nd floor of the building, which we have transformed into a
small museum containing objects traditionally used in the production of wine.
There is also another stone building in which we present the olive oil produced in the area, as well as a botanic garden in
which we have planted all the essences grown on Lefkada. This last initiative certainly represents a distinctive aspect of our
company in relation to other producers. Our objective, however, is that of linking up our islands main products, and we also
have other ideas that we are planning to put into practice by the Summer of 2008
We asked the State for some financial support, but due to the bureaucracy the reply only reached us 2 and a half years later.
At the end the response was a positive one, but after such a long wait we had already bought the machines that we needed,
making the financial assistance useless. We also wasted our time on bureaucratic procedures, an experience which was
also very psychologically tiring.
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III. PRODUCT DESCRIPTION OF ITS RELATIONSHIP WITH THE MARKET
Describe the area of production Are there specific resources that characterise your area of reference? Are they agro-alimentary resources or products of handicrafts? Are there interdisciplinary and inter-territorial integrations that confer an added value to the product?
There are no interdisciplinary or inter-territorial resources for our area. Regarding Lefkada’s typical specific resources, there
are some particular grape varieties, such as the “Berzamì” of which I have already spoken, which has a rich phenolic
structure and an intense colour. When it is cultivated on suitable land and at low altitude “Berzamì” produces wines with a
high alcohol content, good acidity and a rich colour. There is then the Vardèa, which has a rich body and an aromatic
character. The fact that in our bottled wines we only use these two varieties differentiates us from other Greek wines, giving
our wines a certain unique quality.
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 products that fall into the same typology.
Our red wine is produced from the red “Berzamì” grape, and the white one from a variety of grape called the Vardèa. Our
objective was to differentiate ourselves from other producers. In particular we use soft procedures in the sweetening of the
grapes under controlled pressure, after which one extracts the must. When crushing the must one uses various methods,
normally particular machines that crush the bunch with rolling cylinders. We then separate the pressings, make the residue
deposit itself, age in oak casks and filter. The humid climate of our area contributes positively to giving a particular character
to the wines produced in the area.
To conclude, the continuous attention given as much to the production and bottling phase as to the quality-checking phase of
the final product contributes to the high quality of “Lefkadìtiki ghì” wine. We also seek to always have an excellent
collaborative relationship with the producers.
Describe the characteristics and the origin of the main raw materials used
The raw materials used in bottled wines come exclusively from the area of Lefkada. For the production of wine sold by
measure we also use raw materials from other areas of Greece. The characteristics of the vines of Lefkada have been stated
above.
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.
Having harvested the grapes one passes to the phase in which one extracts the must using machines that crush the
bunches between rotating cylinders. In this phase the bunches are separated from the grapes, in so far as the bunches
themselves would damage the taste of the wine as well as the health of the final consumer. This is followed by fermentation,
the length of which is determined by the type of wine that is being produced. The ageing phase is also of particular
importance.
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 there are 5 or 6 active wine producers. What differentiates us from other areas of Greece is the fact that we only
use local varieties for our bottled wines, and also the humid climate which gives the product a particular 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....)
“Lefkadìtiki ghì” wine is normally sold in 750 ml bottles, but also in 187 ml bottles. The stopper is made of cork, and on the
label there is an engraving of the island of Lefkada.
Describe the product’s market outlets and its diffusion locally, nationally and internationally
“Lefkadìtiki ghì” wine is mainly sold in the area of Epirus, and a substantial percentage (c. 25%) is sent to Athens from where
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it is distributed to other markets in Greece. 25% of our production is sold in Holland, a collaboration that came about due to
personal contacts with an inhabitant of that country who is active in the sector.
The product is sold: Only on the local market
(municipality/province/region) 50 % of total sold
Also outside regional borders 25 % of total sold
Also outside national borders 25 % 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) 30 % Retail /Specialized shops 10 % Catering ______ % Direct Sales 10 % Email Orders ________% e-Commerce (Internet) ________% Traditional Festivals and Holy days ________% Fairs ________% Other channels (specify) ______restaurants 50 %
During the process of company improvement aimed at promoting products locally and Europe-wide have you created a marketing plan?
For the promotion of our products we focus in a particular way on a personal relationship with our customers. In the Summer
many tourists come to the display area that we have set up, either by chance or because they have seen adverts for our
wine. That’s more or less how our collaboration with Holland started. In the near future, hopefully this coming Summer, we
will organise events or theme evenings. We have also advertised out product (“Lefkadìtiki ghì”) in some national
newspapers, and we also intend to publicise our wines on the internet. Our website is currently being created.
How much did it cost to take forward this best practice? (In terms of cost, time and resources) Specify length, starting date, end, etc.
The total cost of infrastructure and machinery was 1,5 million euro. The company has been active for 6 years, while the
construction of the buildings around it began 2 years ago. We are however planning to make some further additions to the
existing complex.
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.
A correct presentation of typical products naturally has repercussions for the whole area. We believe that the combination of
an attractive architecture and well equipped spaces, as well as the bringing together of wine with olive oil and the plants of
our island positively influence the tourists passing through the island – given that, as is known, Lefkada lives mainly from
tourism.
Problems met, teachings learnt Explanation of the main problems met, along with how they were resolved and what lessons were learnt.
From the start of our activity we have met many problems. To begin with we wasted a lot of time in contacts with state bodies
to whom we had turned in order to access financial aid. Unfortunately the answer, while positive, was late in coming, and we
wasted precious time during the wait (and at the end were in any case forced to buy the equipment on our own).
Also getting our product known hasn’t been easy. On Lefkada there were already 6 other wine-producing companies, and
wine is also produced in many other areas of Greece. To conclude, there were also many problems in the planning and
construction of the buildings in which our company is located.
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.
All our efforts have had as a result the improvement of our product and of its particular character, as well as its promotion
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with the public.
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.
Lefkada is a touristic island, and therefore a significant percentage of our wines is sold to foreigners. The people of Lefkada,
however, love their island a lot and therefore support local products.
The negative aspect is that cultivable land is of a small size, and the price of land is particularly high.
"Bottom-up" approach This aims at encouraging the participatory decision-making process at a local level, for all aspects of development policy.
At least at local level there is not any know-how in so far as concerns marketing the product. For example, even if we are
informed about Trade Fairs in Greece and abroad, we cannot know whether they are suitable for marketing our product
Approach aimed at promoting partnerships
Collaboration with others is not always easy. This is the majority opinion and for this reason the majority of producers acts
individually in our sector. It would however be a good thing if there existed a line of common conduct (for example a co-
operative) for the promotion of our local products so that they might become more recognisable
Innovation
Even if the idea is innovative also the actions should be innovative.
Spaces created specifically for wine production and its presentation to the public; the connection between this and other
staple island products; particular character of Lefkadìtiki ghì” wine.
Integrated Approach
The actions foreseen are co-ordinated as a coherent and integrated group.
Naturally this is the direction in which we are moving.
Creation of a network and co-operation between areas
Not yet. It is however indispensable that the producers of Lefkada act together in such a way that our products become more
competitive and more recognisable.
Transferability
The action/project can be transferred to other areas with similar economic and geographic characteristics.
Clearly some of our innovative ideas could also be applied elsewhere. Other companies could follow similar wine-making
procedures and make use of similar ways of displaying their products in display and reception areas like that which we have
built and furnished, always respecting the particularities of every area.
Sustainability
Economic sustainability
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
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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 Evi (Paraskevì)
Surname Kotti
Phone (0030) 26610 – 49467
Signature
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Annex II
Interwiew carried out with italian enterpreneuses
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Reference Area Region of Apulia Province of Brindisi � Province of Lecce �
Province of Bari x Greece Region of the Ionian Islands Prefecture of Corfù
Municipality LEFKADA � KEFALONIA � PATRAS � MESOLONGHI � Other (please specify) Sector:
� Agro-alimentary X Local handicrafts
� Other (please specify)
Product name
CONSORZIO
PUGLIA NATURA
Promoter and implementer of the “short supply chain” project
I. BASIC INFORMATION
Company details
Company name: PUGLIA NATURA
Contact: Luigi Triggiani
Address-city Registered Office: Via Bonomo 49 – 70031 Andria (Ba) - tel./fax 0883 592225 Administrative Office: Via O.Serena 38 – 70126 Bari - tel 080 5530049; fax 080 5524255
E-mail [email protected]
Phone:
Fax:
Other offices and branches: Foggia - Piazza U. Giordano 53 (c/o D&T); tel/fax 0881 580086 Guagnano (Le) - via Mazzini 14; tel/fax 0832 704946 Latiano (Br)- via Col. Montanaro 87 (c/o Studio Rubino); tel/fax 0831 725373
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Manduria (Ta) - via Erario 12; tel 349 7501556 Spinazzola (Ba) - via G. Bovio 779 (c/o Studio Sorrenti); tel/fax 0883 684075 S. Giovanni Rotondo (Fg) - via Diaz 7; tel/fax 0882 456499 Taranto - via Icco 11; tel 099 4773103
II. DESCRIPTION OF BEST PRACTICE
In which field can your company consider itself an example of best practices?
1. Marketing and Communication Strategies X
2. Innovation in terms of products/processes
3. Improvement in product quality X
Assistance to agricultural and agro-alimentary companies in the promotion of their products also through their certification as
organic.
4. Other subjects (please specify) X
Services to companies and consumers (encouraging the creation of consumer purchase groups);
Protection and promotion of Apulian biological products.
Type of best practice?
Territorial/collective X
Names of partners in the case of a collective/integrated project
“Consorzio Puglia Natura” collaborates with some important partners, including:
AIAB (“Associazione Italiana per l’Agricoltura biologica” – Italian Association for Organic Agriculture);
CiBi (“Consorzio italiano per il Biologico” – Italian Consortium for Organic food);
ACU Puglia (“Associazione Consumatori Utenti” – Association for Consumers and Users); IFOAM
Individual
In co-operation internationally/trans-nationally with other companies? X
The consortium and/or its experts have participated during other transnational projects in the promotion and diffusion of the
“short supply chain” concept (in Albania and Lebanon).
Names of partners in the 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
“Consorzio Puglia Natura” was born in 2000 with the objective of protecting and promoting, above all at a Regional level but also
at a National and International level, typical Apulian products, organic products, natural products and products that are
orientated towards the ethical development of the economy, in full respect of the relative National and EU norms, as well as
collective brands and brands of guarantee.
Among the members of its consortium, “Consorzio Puglia Natura” counts both consumers (about 100) and agricultural and agro-
alimentary companies (more than 400) of which about 20 are currently involved in the “short supply chain” project, which has the
objective of keeping on the territory the added value coming from quality productions, and helping associated and non-
associated consumers consume healthy products. This objective is being reached by promoting the creation of consumer
purchasing groups, with conscious consumers in such a way as to reduce the gap between producers and consumers, a gap
which is often too wide.
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Main activities of the best practice Description of the main activities planned and put in place, including where and when they took place, and who brought them to a conclusion (indicating local operators and other subjects).
Among the numerous activities taken forward by “Puglia Natura” there are:
The elaboration of marketing plans for the promotion of typical products from Andria (in partnership with the Local Action
Group (LAG) “Murgia degli Svevi” in the ambit of Leader II);
Management of the “Centro Agricoltura Ambiente e Alimentazione” (Agricolture, Environment and Food Centre) aimed at
rural development in the territory of Andria (always through the EU programme Leader II);
in collaboration with the Nord Barese-Ofantino Territorial Agreement it supplies marketing plans, actions regarding distribution
and collective catering, and promotion of typical products coming from9 towns in the area (Trinitapoli, Margherita di Savoia,
Barletta, Trani, Andria, Corato, Spinazzola, Minervino and Canosa);
The carrying out of awareness campaigns such as “BioGoloso”, which had as particular objectives the protection, promotion
and diffusion of organic products and typical products from the area. An initiative which was realised through various events,
such as the first “Corso Biogoloso” (9 September 2001 – free tastings led by wine and olive oil experts (the companies of
Torrevento and Torre Sansanello) or video showings and the diffusion of organic-related materials during an open air film
show at Andria’s Ipercoop in the Summer of 2001; “Percorsi del Gusto” and promotional programmes in schools during the
Autumn of 2001.
Support for important events regarding organic agro-alimentary products, such as Premio Biol – City of Andria, a competition
between the best organic extra virgin olive oils in the world scheduled at the end of every April in Andria, or the
“Biodomeniche” (Organic Sundays).
As far as concerns the “short supply chain” project, this is an initiative that began only recently (about 2 months ago), and
among the instruments used there was the organisation of a market, in which the companies of the consortium, as well as
selling their products, sought to create a direct relationship with the consumer, as well as build up their loyalty. This was done
by providing details on their agricultural companies/farms and offering them the opportunity of coming to visit - conveying in
this way their passion and the real reasons pushing them to produce according to the principles of organic agriculture.
II. 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 handicrafts? Are there interdisciplinary and inter-territorial integrations that confer an added value to the product?
The products promoted during the town markets come exclusively from the Region. Some are also typical Apulian products
(DOP olive oil, bread, fresh “orecchiette” (ear-shaped) pasta, Cardoncello mushrooms etc..), but all are BIO-certified by an
accredited supervisory organization.
III. 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 products that fall into the same typology.
Describe the characteristics and the origin of the main raw materials used
All the products come from the Region: olive oil, wine, jams, oven-produced products, pasta, vegetables, fruit, dairy produce,
honey, etc..
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.
At the markets it is mostly agricultural companies putting on sale their organic products, depending on the season in which
the market takes place.
During the markets “Puglia Natura”, together with the producers themselves, provides information on the principles driving
this type of activity on the basis of organic agriculture, and on the possibility of creating “commercial” relations having tried the
products on display.
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
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………………..etc.)
NOT APPLICABLE
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 product is sold directly by the producer, and with the producer’s own brand. It is a very wide range of products, and the
choice of packaging and merchandising is left to each individual producer.
Describe the product’s market outlets and its diffusion locally, nationally and internationally
At the moment these markets are being planned in various towns of Apulia, so the diffusion of the products is purely
Regional, but given the success of the initiative it would be possible to expand it also to other regions.
The product is sold:
Only on the local market (municipality/province/region) x 100 % of total sold Also outside regional borders _________ % of total sold Also outside national borders _________ % of total sold The data refers to products sold during the fairs organised in the ambit of the “short supply chain” project, and through the consumer purchase groups that have already come into being.
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) During the process of company improvement aimed at promoting products locally and Europe-wide have you created a marketing plan?
Yes, and the most difficult part is involving agricultural companies in the project. At the moment the most innovative and
tenacious companies are gaining faith in the initiative. How much did it cost to take forward this best practice? (In terms cost, time and resources) Specify length, starting date, end, etc.
Taking forward the project in an organic and continuative way, keeping up contacts between the consumers taking part in the
purchase groups and the producers requires that “Puglia Natura” set aside the use of two full time human resources every
day.
The collaboration of the companies involved is also indispensable, since they need to designate a contact person for the
organisation of events and personnel for when the markets are taking place.
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.
During the first events organised there was good participation from both companies and consumers, as well as a strong
public notice. The consumers welcomed the initiative very favourably, and after feedback a lot of them joined the consumer
purchase groups. The first results were very encouraging.
The results have been extremely positive, as witnessed by the growing demand for products by these very consumers.
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Problems encountered; lessons learned Explanation of the main problems encountered, how they were solved and the lessons learned..
Specifying that this is an experimental project, the results obtained by the initiatives taken forward so far are very
encouraging, notwithstanding the various problems encountered regarding logistics. Above all it is necessary to optimise the
predisposition and positioning of the products.
The added-value of this best practice... on the method, process, results; description in which way(s) Leader+ has brought a clear added value.
The added value of this best practices concerns the involvement of different actors of the organic agriculture chain. In
particular, producers and consumers share the same oriented to the organic. During the promotion activities the producers
meet the consumers with the aim to transfer knowledge about organic agriculture and process. This is a good opportunity to
present their firms, their products and to sell their products.
At the same time its consumers (a quality oriented consumer) can appreciate the organic products and discover new local
markets.
IV. 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.
Bottom-up approach
This aims to encourage participatory decision-making at the local level for all development policy aspects.
The “short supply chain” strategy is based on bottom-up approach. In particular on the basis of local operators and
consumers needs the Consorzio Puglia Natura decides to focus on promotion activities and “purchasing group”.
Approach aimed at promoting partnership
“Puglia Natura” approach aimed at promoting partnership, In particular, the synergy and the integration between producers
and consumers the exchange of information and the dialogue on weakness, straightness and on particular needs.
Innovation
Even if the idea is innovative also the action should be innovative.
The innovation consists in the creation of a close connection between consumers and producers, both of which are part of
“Consorzio Puglia Natura” and adhere to/benefit from the various initiatives promoted by that same Consortium.
The advantages for producers are, as well as the added value for the product being sold, the opportunity to confront oneself
directly with the final consumer, and with their specific demands: giving agricultural producers a sort of on the job training.
Creation of a network and cooperation between areas
Transferibility
The action/project is transferable to other rural areas with similar geographical and economic characteristics
The “short supply chain” project could certainly be transfered to other realities; in fact, in this regard Puglia Natura
participated in an experimental market of organic products that took place in Tirana. Bringing products from its producers not
for selling but with the aim of stimulating Albanian producers re examples of packing, presentation and marketing that could
be personalised for their own commercial reality. The same initiative will be re-proposed also in Lebanon in the ambit of an
Interreg project.
Sustainability
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Economic sustainability
“Puglia Natura” is aware of the fact that this initiative will certainly not change the economy of the producers making up the
consortium, but it does represent an extra income for them.
In fact, helping consumers who want to consume this type of product, and seeking to meet the prImary demand of producers
in selling their own produce, it is possible, with the creation of consumer purchase groups, to give an extra income to small
agricultural and food-processing companies.
IT MAY BE DIFFICULT TO TAKE FORWARD THIS INITIATIVE ONCE THE PROJECT ENDS (SINCE IT CONCERNS A
PROJECT THAT HAS HAD PUBLIC FINANCING
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: 31th October 2007
Interviewed:
Name Luigi
Surname Triggiani
Phone
Signature
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Reference Area Region of Apulia Province of Brindisi x Province of Lecce � Province of Bari � Greece Region of the Ionian Islands Prefecture of Corfù Municipality LEFKADA � KEFALONIA � PATRAS � MESOLONGHI � Other (please specify) Sector:
� Agro-alimentary X Local handicrafts
� Other (please specify)
Product name
I. BASIC INFORMATION Company details
Organisation name: LIBERA TERRA
Contact Apulia: Alessandro Leo
Address- City vico dei Cantelmi, 1 72023 Mesagne (BR)
E-mail [email protected]
Phone: 349 7417950
Fax
Website: www.liberaterra.it
Contact address:
II. DESCRIPTION OF BEST PRACTICE
In which field can your company consider itself an example of best practices?
1. Marketing and Communication Strategies
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2. Innovation in terms of products/processes
3. Improvement in product quality
4. Other subjects (please specify) X Promoting an aware consumption of food products, obtained from lands that have been confiscated from the Mafia, given over to the collective good and made productive once more – becoming a driving force for a healthy and virtuous economic chain, also thanks to the participation of the territory’s organic farmers who sympathise with the redemption project.
Type of best practice?
Territorial/collective X
Names of partners in the case of a collective/integrated project
The “Libera Terra” project collaborates with some prestigious partners, each of which have particular competencies necessary for
the carrying out of the project:
Slow Food (promotion, diffusion, technical advice);
Legacoop (social and economic network)
Coop Italia (commercialisation);
Botteghe del Commercio Equo e Solidale – Fair Trade shops (commercialisation)
Alce Nero (technical assistance for the birth of organic co-operatives)
Conapi (technical assistance for bee-keeing equipment)
Cno (National Olive-growers Consortium – technical assistance)
Cgil (promotion and advice).
At the regional level there are attempts at creating a synergy with the Torre Guaceto Nature Reserve and with Coop. Thalassia.
Individual
In co-operation internationally/trans-nationally with other companies?
Names of partners in the 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.
The “Libera Terra” project was born following a law proposed by popular petition, promoted by the association “Libera – associations,
names and numbers against the Mafia” - law n.109 (7 March 1996) – MEASURES REGARDING THE MANAGEMENT AND
DESTINATION OF CONFISCATED AND SEQUESTERED GOODS) according to which property confiscated from the Mafia must be
given back to the community and re-used for social aims.
The first initiatives were carried out in Sicily in 1999, where tens of hectares confiscated from “Cosa Nostra” were entrusted to the social
co-operative “Placido Rizzotto – Libera Terra”. The confiscated lands, which once belonged to the Mafia, became productive once more,
and have become a driving force for a healthy and virtuous economic chain, also thanks to the participation of the territory’s organic
farmers who sympathise with the redemption project – demonstrating that acting legally is a good idea.
The products, marketed with the ethical “Libera Terra” brand are grown in full respect for the typical nature and traditions of the territory,
bringing to the tables of Italian families a genuine, good and fair product.
The project supports an aware consumption, because also in this way it is possible to defeat the Mafia.
On the basis of the experiences taking place in Sicily, Calabria and Lazio a “Libera Terra” social co-operative was wanted also in Apulia,
which today works lands and vineyards confiscated from the Mafia of the Salento.
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 activity is the use of confiscated lands in order to obtain high quality organic products. There are also camps for volunteers,
information points, the restoration of rural dwellings that can be used as small habitations for tourists, the creation of “didactic farms” and
company sales points; all activities which are leading to the creation of a concerted activity in the social re-use of ill-gotten gains.
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In particular the co-operative in Apulia is involved in crop-growing (above all in the territory of Mesagne) which will be used in the
production of “frise” and “taralli” (at a mill and a bakery that are certified for organic productions) and vineyards (presently about 20
Hectares in the municipality of Torcharolo) run organically to produce wine that is organically certified.
III. 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?
In the other regions of Italy where the “Libera Terra” project is active (Sicily, Calabria, Campania) products include pasta, olive oil, jams,
honey.
Since there is a tendency to differentiate and expand the selection of products, in Apulia there is a production of bakery products (frise,
taralli etc.), but also wine, given that the land has a propensity for vine cultivation.
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
All the raw materials used in producing products with the Libera Terra brand have the peculiarity that they were obtained from
confiscated land that has become productive once more thanks to collaboration with the local productive fabric, and according to organic
production methods.
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 activities conducted on properties confiscated by the social co-operatives don’t exclusively concern their workers and partners. Over
the years there has become established a working method that involves the territory’s “healthy” subjects, making the confiscated
property a resource for the development of the whole socio-economic chain. Above all there is the involvement of the territory’s organic
farmers who sympathise, through production agreements, with the spirit and rules of the project, giving value to the raw materials
collected and passing it on to the Libera Terra co-operative. In the same way, various handicraft structures are involved in the
transformation of the products which arrive, once packaged, on the table with the Libera Terra brand. These activities involve dozens of
people, for who, today, revenge on the Mafia represents the concrete possibility of being able to build a future that is free from violence,
extorsion, favours and privilege, remaining on one’s own land.
A fundamental principle is contained in the involvement of the entire social fabric. For example, in the production of wine in Apulia, as
well as uprooting the old plants and substituting them with native varieties, a winery was located that as well as providing the required
requisites from a qualitative point of view was also suitable in terms of its legal requisites (re recruitment of personnel, payment of
personnel, absence of links with people with penal precedents etc.). There is also a plan to involve some local schools in the design of a
label for the wines, so as to make the children aware of issues concerning legality.
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.)
NOT APPLICABLE
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 product is sold using the ethical brand “Libera Terra” both in the large-scale retail trade (Coop Italia) and in the network of “Botteghe
del Commercio equo e solidale” (Fair Trade shops). Information regarding the spirit that characterises the co-operatives producing
“Libera Terra” products is very evident on the label.
Describe the product’s market outlets and its diffusion locally, nationally and internationally
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The products are sold at national level mainly through the large-scale retail trade, in particular by the COOP. Another channel is that of the national chain of “Botteghe del Commercio equo e solidale” (Fair Trade shops). Also, as of about a year, there are present on the national territory the first examples of the “Botteghe dei Sapori della Legalità”, which only sell products bearing the “Libera Terra” brand.
The product is sold:
Only on the local market
(municipality/province/region) _________ % of total sold
Also outside regional borders 100 % 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)
The products are sold at national level mainly through the large-scale retail trade, in particular by the COOP. Another channel is that of
the national chain of “Botteghe del Commercio equo e solidale” (Fair Trade shops). Also, as of about a year, there are present on the
national territory the first examples of the “Botteghe dei Sapori della Legalità”, which only sell products bearing the “Libera Terra” brand.
Thanks to the partnership with the COOP it sometimes happens that demand exceeds supply.
During the process of company improvement aimed at promoting products locally and Europe-wide have you created a marketing plan?
On the one hand marketing is entrusted to the anti-mafia associations linked to the “Libera” association, which promote products coming
from co-operatives that are working lands freed from the Mafia. To this is added the project’s collateral actors, the network of
associations supporting “Libera” and the marketing initiatives put in place by its distrbutors. Concerning the marketing of the wine this is
entrusted to Ascione Associati, a national company that is specialised in marketing.
How much did it cost to take forward this best practice? (In terms cost, time and resources) Specify length, starting date, end, etc.
The “Libera Terra” project starts with a minimum economic support from Italia Lavoro Spa (a company connected to the Ministry for
Welfare) for the partners of the co-operative. However, the costs of the restoration of confiscated and often abbandoned lands is often
the responsibility of “Libera”, which invests in the birth of new co-operatives without the necessary economic support of the Government.
It is a huge economic effort for an association aimed at social promotion, but without any alternative it seems the only way of
recuperating those lands for the community, which otherwise would remain abandoned as a symbol of the inertia and inefficiency of the
power of the State.
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.
Following the experiences in Sicily and Calabria, the “Libera Terra – Apulia” project foresees the use of property confiscated from the
Mafia in the province of Brindisi, in the municipalities of Mesagne, Torchiarolo and San Pietro Vernotico. It comprises about 20 hectares
already being cultivated for organic wheat –thanks to which Libera Terra’s first Apulian “tarallini” have been produced, soon to be
circulated in Coop hypermarkets – and about 30 hectares of typical vines, being restored after years of neglect thanks to the work of
agronomists connected to the Slow Food circuit. The partners of the emerging co-operative will be pin-pointed through a public
notification (published from 18 June 2007 until next September 7th) which will be communicated across the whole country. Following the
selection of the participants there will be a period of training aimed at gaining the knowledge and competencies that will be needed
within the new co-operative. Partners of the project, other than the municipalities interested by the confiscated properties, the Prefecture
of Brindisi and “Libera”, are the Province of Brindisi and Italia Lavoro Spa (with the resources of “Programma Pari”). Another participant
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is the national agency “Co-operating with Libera Terra”, a network of economic subjects of national importance (Legacoop, Conapi,
Unipol and numerous others) who place their competencies at the service of the challenges of “Libera Terra”.
The underlying objective is therefore the birth of a new social co-operative which might be successful in terms of legality, quality and
sustainability, and which at the same time signals the ability to give back to the community that which has been taken away by violence
and arrogance, so that it might become a symbol of a possibility for redemption, justice and development of the whole Apulian territory. Problems encountered; lessons learned Explanation of the main problems encountered, how they were solved and the lessons learned..
The problems encountered during the journey being travelled by “Libera Terra” are closely connected to the lack of legal dispositions
governing the sequestration and confiscation of property – an example of which is the excessive amount of time that passes between
sequestration, definitive confiscation and destination of the property, something which often leads to the degradation of the confiscated
property. There is also a lack in the funds necessary for restoring the properties, and sometimes the properties are occupied by
members of the mafia or people connected to them. Finally, it is impossible for the receiving subjects (e.g. the social co-operatives) to
take out loans on the basis of the confiscated property, which as it is owned by the State is not available.
This requires, therefore, a reform of Law 109/96, starting with the constitution of a National Agency for the control and management of
the process regarding confiscated property and including the provision of funds that can incentivise and help the social recovery of
property freed from the Mafia.
The added-value of this best practice... on the method, process, results; description in which way(s) Leader+ has brought a clear added value.
The added value of the “Libera Terra” project is in the alliance between social and economic aims: the birth of a new social co-operative
that can be successful regarding legality, quality and sustainability, and which at the same time signals the ability to give back to the
community that which has been taken away by violence and arrogance, so that it might become a symbol of a possibility for redemption,
justice and development of the whole Apulian territory.
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.
Bottom-up approach This aims to encourage participatory decision-making at the local level for all development policy aspects.
Approach aimed at promoting partnership
The “Libera Terra” project, by its very nature, creates a very wide network of partnerships. At a first level it involves the institutions, the
local bodies where the confiscated properties are located and national partners operating across the territory. The network of co-
operation extends to local economic subjects who want to support a successful result of the project, and there is also the
encouragement of a packed social network around the symbolic value of the “Libera Terra” co-operative, so that it might become a
reference point for the territory’s anti-mafia movement.
Innovation Even if the idea is innovative also the action should be innovative.
Integrated Approach The actions foreseen are co-ordinated as a coherent and integrated group.
Creation of a network and cooperation between areas
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Transferibility The action/project is transferable to other rural areas with similar geographical and economic characteristics
The “Libera Terra” project was born in Sicily and has already proved itself very transferable to other territories that want to make it their
own, such as Lazio and Calabria. The conditions of transferability are linked, first of all, to the political will to affront the social recovery of
property confiscated according to the practices proposed by Libera.
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: 05th November 2007
Interviewed:
Name Gianfranco
Surname Ciola
Phone
Signature
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Reference Area
Region of Apulia
Province of Brindisi � Province of Lecce � Province of Bari � Greece
Region Ionian Islands
Prefecture of Lefkada
Municipality LEFKADA � KEFALONIA � PATRAS � MESOLONGHI � Other (specify)
Sector:
� Agro-alimentary
� Local handicrafts
� Other (please specify)
Product name
MASSERIA FERRI
I. BASIC INFORMATION
Company details
Organisation name: MASSERIA FERRI
Contact: Rosa Lella Motolese
Address - City: Contrada Ferri 1 -72017 Ostuni (BR)
E-mail: [email protected]
Phone: 080.4395483
Fax: 080.4858200
website: www.masseriaferri.com
Contact address:
II. DESCRIPTION OF BEST PRACTICE
In which field can your company consider itself an example of best practices?
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1. Marketing and Communication Strategies
2. Innovation in terms of products/processes
3. Improvement in product quality
4. Other subjects (please specify) X sustainable development of a rural area
Type of best practice?
Territorial/collective
Names of partners in the case of a collective/integrated project
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.
The origins of this farm (“Masseria”), which is located in the territory of Ostuni almost on the border with that of Martina Franca, go
back to 1700, when there was allowed the creation of a supporting farm, or rather the start of a small agro-pastoral nucleus, spread out
across only 3 “tomoli”. From the late Middle Ages there had been in the area a vast ecclesiastical estate, initially belonging to a
Benedictine convent and then to an order of monastic knights – the Abbey of San Salvatore di Pecoraia, under the Bishop of Ostuni.
This estate came in to the property of the Order of St. John of Jerusalem (from 1530 known as the Order of the Knights of Malta) and
successively, during the 17th Century, the owners decided to sell part of the estate to private individuals in order to increase their
income. A part of this was the “Masseria Ferro”, owned by Domenico Goffredo the Magnificent, known as “Ferro”. Following the
marriage in 1797 between Donna Teresa Goffredo di Donato Antonio and Don Francesco Lella di Bonaventura, the farm became the
property of the Lella family, who are the owners still today.
It is therefore a place that is rich in history from the far distant past, which has been enhanced by bringing to light the farm’s history and
the habits of farm life.
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 activities taken forward that have arisen over the years are numerous. In particular the activity of the farm started with the creation
of a dairy-products company, which makes use of the milk produced by the farm’s Podolica cows. A butchery was then created for the
butchery and sale of these same cows, which roam free around the fields of the farm’s holdings; the products (wine, cheese, meat) are
mainly sold on the farm itself.
Later 6 hectares of vines were also planted, since the area has a particular calling for this type of cultivation, and its grapes produce
DOC Martina wine. These activities are carried out alongside:
Catering (which offers local and regional typical gastronomic dishes, reproposed in a refined way and made with natural products
produced on the farm);
Hospitality (in suggestive and characteristic stone rooms, with barrel vaults and arches, situated on the round floor where previously
there had been handicraft workshops, stables or cellars, and which still have the original stone floors (made of “chianche”);
Teaching Farm (a real open air school offering workshops on aromatic plants, workshops on the construction of bird boxes/bird
feeders, nature-themed walks in the wood, the discovery of life on the farm, and workshops on the production of bread from wheat, and
cheese from milk).
III. 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?
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“Masseria Ferri” spreads over 100 hectares, in the area known as the Alto Salento, and maintains its agricultural vocation with the
rearing of podalica cows and the cultivation of grapes in order to obtain the fine DOC Martina wine. It also includes numerous hectares
of oak woods, in which it is possible to go on excursions in an uncontaminated environment, alongside the typical vegetation of the
Murgia area (in the Autumn it is possible to find mushrooms, and in the Spring one can collect excellent wild asparagus), and alongside
the typical fauna of the place; it is actually possible to come across grazing “Murgia” horses (a typical moorland horse) and the donkey
of Martina Franca, both animals that are in danger of extinction.
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
All the raw materials used are produced on the farm itself; they are therefore obtained using natural methods, according to the ancient
customs of farm life.
The milk from which the cheeses are obtained is obtained from the Podolica cows grazing on the farm’s holdings, along with the meat.
To be specific, Podolica cows come from a very old race, and are commonly present in the farms of the area since they helped the
people carry out various agricultural activities.
The grapes belong to the Cabernet Sauvignon 100% and Verdeca della Valle d’Itria varieties.
Also, with the aim of promoting native varieties that have fallen into disuse several hectares of land fit for sowing have been cultivated
with the durum wheat variety “Senatore Cappelli”.
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 milk obtained on a daily basis from the Podalica cows grazing on the holdings of “Masseria Ferri” is worked in a handcrafted way in
the dairy product company in order to obtain typical regional cheeses (mainly “caciocavallo”, “canestraio pugliese”, “cacioricotta” and
“ricotta forte”).
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.)
The products are sold directly at "Masseria Ferri”, with the "Masseria Ferri” brand.
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 product is sold using the ethical brand “Libera Terra” both in the large-scale retail trade (Coop Italia) and in the network of “Botteghe
del Commercio equo e solidale” (Fair Trade shops). Information regarding the spirit that characterises the co-operatives producing
“Libera Terra” products is very evident on the label. Describe the product’s market outlets and its diffusion locally, nationally and internationally
The product is handcrafted to a large extent, and has a mainly local diffusion.
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
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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) 10 % Retail /Specialized shops 80 % Catering ________% Direct Sales 10 % Email orders ________% e-Commerce (Internet) ________% Traditional Festivals and Holy days ________% Fairs ________% Other sales channels (specify)
During the process of company improvement aimed at promoting products locally and Europe-wide have you created a marketing plan?
No marketing plan was set up, but the various activities were realised bit by bit, as if they were the various parts of a mosaic.
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.
The initiative of promoting such a precious thing as the farm started about 8 years ago, and the various initiatives were developed in a
gradual way. Problems encountered; lessons learned Explanation of the main problems encountered, how they were solved and the lessons learned..
The main aspect that has often slowed down the activities has been a “bureaucracy" that has often been unclear and very artificial.
However, with lots of tenacity and will power we have managed to go forward and overcome the obstacles that arose mainly due to
these bureaucratic aspects.
The added-value of this best practice... on the method, process, results; description in which way(s) Leader+ has brought a clear added value.
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.
Bottom-up approach This aims to encourage participatory decision-making at the local level for all development policy aspects.
The initiative started from an individual desire to promote a property of inestimable value – the rurality of the area – without any need for
financial assistance from the government.
Approach aimed at promoting partnership
Certainly initiatives involving the other actors of the territory are to be wished for, and would be well accepted. A first collaboration was
had with the Alto Salento Local Action Group (LAG), with whose collaboration the vineyards were planted and a solar-power plant was
set up for the production of the electrical energy used by “Masseria Ferri”.
Innovation Even if the idea is innovative also the action should be innovative.
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Creation of a network and cooperation between areas
All the initiatives taken forward by “Masseria Ferri” are suitable to the territorial context, and are pushed by the desire to make an ancient
farm live again according to ancient customs, and in full respect for the nature of the place.
Transferibility The action/project is transferable to other rural areas with similar geographical and economic characteristics
Sustainability Economic sustainability
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: 05th November 2007
Interviewer: Mariantonietta Porcelli
Interviewed:
Name Gianfranco
Surnme Ciola
Phone 3939654169
Signature
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Reference Area
Region of Apulia
Province of Brindisi �
Province of Lecce �
Province of Bari �
Greece
Region Ionian Islands
Prefecture of Lefkada
Municitality LEFKADA � CEFALONIA � PATRASSO � MESSOLONGHI �
Other (specify)
Sector:
x Agroalimentary � Local handicrafts
� Other (please specify)
Name best practice “L'Oro del Parco” Project (The gold of the park)
I. BASIC INFORMATION Company details
Organisation name: Consorzio Torre Guaceto
Contact: Marcello Longo (of Slow Food)
Address-city: via S. Anna, 6 – Carovigno (BR)
E-mail: [email protected]
Phone: 3474703926
Fax: 3474703926
Website: .
Contact address:
II. DESCRIPTION OF BEST PRACTICE
In which field can you company consider itself an example of best practice?
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X 1. Marketing and Communication Strategies
2. Innovation in terms of products/processes
3. Improvement in product quality (production of certified organic olive oil)
4. Other subjects (please specify)
� Mark out and promote the main product of a well-identifed area; � promote a supply-chain process that involves local operators;
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 companies?
Name of partners in these case of a collective/integrated project
Torre Guaceto Nature Reserve partecipates in the inititative “Interreg III CADSES IIIB TW ReferenceNet”, together with other
partners such as Lecce University, ICEA-AIAB, “Banca di Credito Cooperativo di Ostini” and “Cooperativa Riforma Fondiaria di
Terranova”.
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.
Have you started an innovative process in terms of product or process, or experimented innovative practices in terms of the
promotion of your products? Have you tried out collective forms of promotion of your products through area brands, or the creation of
an area consortium? Or have you promoted a positive group procedure in order to improve the way in which your product is
commercialised and also understood as “product/territory”?: putting all local resources on the internet, “regulating” them and giving
them a common brand – this, in fact, constitutes an action plan and marketing strategy for the promotion, diffusion and sale not only
of local products but also of products coming from the territory in which they are grown or made.
With the institution of the protected area the management of the Nature Reserve promoted various meetings with local farmers while
writing the "Rules of the Park" and the Management Plan. The aim was to make known the objectives foreseen when the park was
created, and to listen to the needs and hopes of the farmers. During these meetings it emerged that the agricultural world was afraid
that the institution of the protected area might cause limitations and constraints on agricultural activity, or that there might even be
risks of land expropriation – a reason why the park management preferred to start up development plans and programmes that
involved the area’s farmers on a voluntary basis.
In this context there is the “Oro del Parco” Project, which promotes the area of the Torre Guaceto Nature Reserve and involves local
operators (starting with the olive-growers themselves) in the promotion of the organic olive oil supply chain.
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).
III. 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?
The Nature Reserve of Torre Guaceto, instituted by decree of the Environment Ministry of 4 February 2000, is in the municipal
territory of Carovigno and Brindisi, and is the only reserve in Italy to have both a land and marine reserve.
The land reserve extends for an area of 1114 hectares (of which 250 (equal to 23%) represents the naturalistic part and 864 (equal
to 77%) are occupied by agricultural cultivations) – something which underlines how important agriculture is for this protected area.
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The agricultural part of the Reserve is half occupied by seed crops, and a quarter mostly by century-old olive trees, something which
notably characterises the whole agricultural countryside.
In recent decades there has been a specialisation in the growing of seed crops, with the rotation of 2 or 3 crops per year (tomatoes-
broccoli-legumes, etc.) and consequently an increase in the exploitation of the soil, inpoverishment of the water level (with increase
in salinity), increase in the use of phytosanitary products (insecticides, fungicides, herbicides) chemical fertilizers and mechanisation.
The main cultivation is the fresh tomato (selected hybrid F1 such as Faino and 7071, known as “grappolino” (little cluster) or
“ciliegino” (little cherry), which have progressively substituted the local “fiaschetto”) and the artichoke (“Violetto” variety from Brindisi
– ripening in Spring). The historical olive groves occupy a surface of about 260 hectares and are located in a homogenous and well-
defined area – corresponding to the last slopes of the moor’s hills. The century-old olive trees are of the variety “Ogliarola Salentina”
and “Cellina di Nardò”, although some land plots have been planted in recent decades with recently introduced varieties such as the
“Piccoline”, “Cima di Melfi”, “Leccino” and “frantoio”. The area placed in the territory of Carovigno is part of the "DOP Collina di
Brindisi" extra virgin olive oil district, and of the “Hill of Brindisi Oil Road” (Strada dell'Olio Collina di Brindisi).
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
The olives come exclusively from olive groves located in the area of the Torre Guaceto nature riserve, are produced according to the
principles and techniques of organic agriculture and are transformed into certified organic olive oil at the co-operative oil press of the
Terranova land reform.
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 pressing of the olives takes place ………….
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.)
NOT APPLICABLE
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 ........)
Describe the product’s market outlets and its diffusion locally, nationally and internationally
The product is sold: Only on the local market
(municipality/province/region) 60 % of total sold
Also outside regional borders 35 % of total sold
Also outside national borders 5 % of total sold
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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)
During the process of company improvement aimed at promoting products locally and Europe-wide have you created a marketing plan?
How much did it cost to take forward this best practice? In terms of cost, time and resources? Specify length, starting date, end, etc.
The “Oro del Parco” project started in 2005 and lasted for 2 years.
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.
Problems encountered; lessons learned Explanation of the main problems encountered, how they were solved and the lessons learned..
The added-value of this best practice... on the method, process, results; description in which way(s) Leader+ has brought a clear added value.
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.
Bottom-up approach This aims to encourage participatory decision-making at the local level for all development policy aspects.
Approach aimed at promoting partnership
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
As a pilot action the project is certainly transferable to other realities with a similar social-economic fabric. It wants to demonstrate in
a clear and indisputable manner to the other farmers working inside and outside the Reserve that producing while respecting
environmental resources is beneficial for one's health, for the economy, for the environment and for one's quality of life.
Sustainability Economic sustainability
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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: 30th October 2007
Interviewer:: Mariantonietta Porcelli
Interviewed:
Name Marcello
Surname Longo
Phone 3474703926
e-mail [email protected]
Signature
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Reference Area
Region of Apulia
Province of Brindisi �
Province of Lecce �
Province of Bari �
Greece
Region Ionian Islands
Prefecture of Lefkada
Municipality: LEFKADA � CEFALONIA � PATRASSO � MESSOLONGHI � Other (specify)
Sector:
x Agro-alimentary
� Local handicrafts
� Other (specify)
Name best practice
BIO & TIPICO
I. BASIC INFORMATION Company details
Organisation name: Bio&Tipico
Contact: Fabrizio De Castro
Address - city:
E-mail:
Phone.:
Fax:
Website: www.biotipicipuglia.it
Contact details:
II. DESCRIPTION OF BEST PRACTICE
In wich field can you company consider itself an example of best practice? 1. Marketing and Communication Strategies
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2. Innovation in terms of products/processes
3. Improvement in product quality
4. Other subjiects (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?
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.
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).
Nowadays, Italy14
holds 164 Italian original products (109 DOP and 55 IGP) which in
terms of productions, main references regard the extra virgin olive oil, fruits,
vegetables, cereals, cheeses and processed meats, for a worth of 10 millions euro (7%
total Italy).
Thanks to 164 acknowledged denominations, on 741 in the whole EU15
, Italy holds the
first position in the community list of origins denomination products, and detains
21,45% of the whole European market. In the second position there is France with its
152 products, Spain and Portugal with 104, and then Greece, 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 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), Mipaf 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)
National Scenario (2007)
DOP 109
IGP 55
Traditional
products
4330
DOC 314
DOCG 35
IGT 118
14
Mipaaf Updating, 2007 15 At European level, EU - source: registrations database of quality products – European Commission, 2006
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“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
acknowledgement16
The Apulian scenario (2007, November)
III. QUALITATIVE INFORMATION REGARDING THE PRODUCT
Describe the area of production As there specific resources that characterise 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?
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 pther product that fall into the same typology.
Describe the characteristics and the origino f the main raw materials used
Describe the production process, and the tecniques and methodologies used during processing If the product presents disctinctive characteristics in terms of quality, raw materials, techiniques and methods of processing, briefly describe.
16 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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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.)
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 dimensiono f tha bag is.... colour, etc ........)
Describe the product’s market outlets and its diffusion locally, nationally and internationally
. The product is sold:
Only on the local market
(municipality/province/region) _________ % 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 /Specialised shops ________% Catering ________% Direct Sales ________ % Email orders ________% e-Commerce (Internet) ________% Traditional Festivals and Holy days ________% Fairs ________% Other sales channels (specify) ________%
During the processo of company improvement aimed at promoting products locally and Europe-wide have you created a marketing plan?
How much did it cost to take forward this best practice? In terms of cost, time and resources? Specify length, starting date, end, etc.
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.
Problems encountered; lessons learned Explanation of the main problems encountered, how they were solved and the lessons learned..
The added-value of this best practice... on the method, process, results; description in which way(s) Leader+ has brought a clear added value.
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.
.
Bottom-up approach This aims to encourage participatory decision-making at the local level for all development policy aspects.
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Approach aimed at promoting partnership
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
Trasferability
The action/project is transferable to other rural areas with similar geographical and economic characteristics
Sustainability
Economic sustainability
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 Daniela
Phone Guida
Signature
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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” ]
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Annex III
Identificative sheets “Rural projects of cooperation”
(available on the 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” ]
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Sources
Information sources
Leader+ Contact Point (European Commission – GD Agriculture and Rural Development)
The “Leader+ Contact Point” web si te (ht tp: / /ec.europa.eu/agricul ture/rur/ leaderplus/ index_en.htm)
provides you wi th a variety of information tools to help you wi th your more detai led requests for contacts
and project information:
- the European database of Leader+ good pract ices, the common tool for disseminating selected
examples on the implementation of the Leader+ ini t iat ive wi thin the European Union. The tool is
l imited to the 15 pre-enlargement Member States. The good pract ice examples are act iv i t ies
supported by Leader+ Local Action Groups.
ht tp:/ /ec.europa.eu/agriculture/rur/ leaderplus/gpdb_en.htm
- the European Database of Transnational Cooperation Projects. This database is the common tool
for exchanging information about the implementation of t ransnational cooperat ion. I t provides
useful informat ion about those projects approved under the Leader+ in i t iat ive. For each one l is ted
there are contact detai ls of the part ic ipat ing partners, and a descript ion of : common cooperation
object ives; the joint act ion plan; legal aspects; the expected outputs and results, and f inancial
information.
http:/ / leaderplus.cec.eu.int /cpdb/publ ic/project/CopDbSearch.aspx
The Italian portal of Leader Network
http:/ /www.reteleader. i t /en/index.htm
The “i tal ian portal of Leader Network” web si te
(ht tp:/ /ec.europa.eu/agriculture/rur/ leaderplus/ index_en.htm), provides you:
- Study cases on Best Practices (December 2006)
- Study cases on Best Practices (December 2005)
The Greek portal of Leader Network
http:/ /www.minagric.gr
Bio& Tipico Portal
http:/ /www.biot ipicipugl ia. i t /
The web si te provides you wi th a variety of studies, reserches and market survey
- chain studies
- Production guide l ines and discipl inaries
- Market ing organizing models
- Bio-handbooks
In paricular the section cal led “Typical productions” contains:
- a l ist of t radi t ionalproducts from Pugl ia
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” ]
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- an at las of typical products from Pugl ia
-
Study and Market survey:
- Foodstuff European Market and the role of Apul ian produtct ive system
- Apul ian foodstuffs
- Products touchy to recognit ion DOP and IGP
- Paths to increase the value of typical productions
Costs and benefits of geographic names (DOP and IGP)
- Giovanni Bel let t i , Andrea Marescott i , (Agri regioniEuropa n°3, Number 8 March 2007)
Leader+magazine n.7/2007 (DG Agri- European Commission)
- Special art iche on leader web creation
Leader+magazine n.3/2005 (DG Agri-European commission)