key elements to benefit from voluntary standards - … · key elements to benefit from voluntary...
TRANSCRIPT
www.fao.org/ag/ags
Key elements to benefit from
voluntary standards
Examples : Geographical Indications and “Label Rouge”
Emilie Vandecandelaere
Outline
• What are voluntary standards? For what?
• Key factors for successful implementation
• Examples of public voluntary standards:
▫ GIs
▫ Label Rouge in France (Red label)
Voluntary standard • Voluntary :
▫ User’s choice (company, chain, association) = economic strategy • Specification :
▫ rules for the production/process/commercialization ▫ Conformity assessment
• Objectives: ▫ B2C: Differentiation, signal for consumers (label) premium price ▫ B2B : provide assurance that products and processes comply with
minimum requirements (food safety…) (risk management) • Attributes: combination of issues among:
▫ Food safety ▫ Environment, animal welfare, ▫ Working conditions, social, ethics ▫ Traditions and origin ▫ .... = public goods...
Differentiation = food safety to be ensured first
Standard-settings
Adoption
Use Conformity assessment
Enforcement
Ownership Governance Participation
Recruitment Adoption
Certification
Supervision Control point-of-sale Sanctions and penalties
Advisory system
Accreditation Certification
Investments Capacity upgrading
Advisory system Financial support
Private
Public
Roles of public and
private stakeholders Private
Public or
Adapted from: Henson and Humphrey, 2008
To go or not to go for VS and label…
Advantages
• Market access
• Premium price, signal for consumers
• Guarantees and traceability system
• Official guarantees when public seal
Costs
• Setting up
• Compliance
• Conformity assessment
Increasing number of standards in agrifood trade…
example of GIs in the world
PGI Longkou Fen Si
AOP safran de Taliouine
Littoral Norte Gaucho rice AO
Banana of Costa Rica Apples of Sbiba, Tunisia
Specific quality
Demonstration of the link to origin (evaluation, opposition)
Reputation,
Positioning on the market
Sound legal and institutional framework
Producer and consumer protection
Information, communication
Value chain - Marketing strategy
A market well identified
A market leader as a partner -backward linkages
Visibility, consumer recognition
“territorial” and sustainable strategy
Territorial linkages
Public and technical support as necessary
Sustainable use of local resources
Producers involvement
Participative approach(CoP )
Coordination, GI association (marketing, conformity)
Product Institutions
Local Market
People
Key success factors for GIs
Label Rouge (Red Label) • Public voluntary standard (France):
▫ Created in 1960 in the Agriculture Orientation Law, at the request of producers (Law No. 2006-11 )
▫ Each label is regulated (decree)
▫ For food and agricultural products (and non food)
More than 400 standards registered (more than 250 for animal products) (2013)
▫ From France or foreign countries, on national market
▫ 97% consumers recognize it
• Standard formulated by the producers group and approved by national authorities
• Scope:
▫ The Red Label certifies that a product has a specific set of characteristics establishing a higher quality level to that of a similar current product
need to demonstrate why it is higher quality compared to similar products in the market
▫ What are the methods to provide the higher quality (production, packaging, service, image…)
▫ Organoleptic quality assessed by a jury (in comparison to similar product)
• “technical notice”= minimum requirements established by
category of product : ▫ Lamb, beef, eggs and chickens, waterfowl stuffed, sausage, veal,
pork, poultry farm
Label Rouge
• Raw material = pork with Red Label, with requirements on: ▫ Traceability ▫ Feed ▫ Animal welfare (reproducers, birth, transport …) ▫ Slaughter Age
• No use of mechanical separation of meat • For each product must be precised: meat piece, physical and
chemical characteristics, time max after slaughtering (for fresh meat 4 days max)
• No use of frozen meat (some exception) • List of ingredients and additives to be used - no use of liquid
smoke • Conditions for cutting and packaging when it is the case • Quality requirements of final product (physical and chemical
composition) • + List of minimum requirements by type of processed product
Technical notice, ex: processed pork
Key success factors (VS with label) • Coordination (from setting up to conformity assessment):
▫ Value chain: vertical and horizontal coordination ▫ Public-private
• Market well identified: ▫ Consumers target? Willingness to pay? ▫ In relation with what specific attributes of the product?
• Consumer recognition : ▫ Visibility, label importance (limited vs largely used
label) ▫ Clear message: communication, information
• Credibility of the guarantees system (conformity assessment)
Conclusion • 2 examples of Public VS :
▫ importance of official guarantees for consumers (credibility, visibility)
• specification developed by producers/processors and approved by public authorities : ▫ LR: category of products / “higher quality” ▫ GI : a unique” product / “origin-linked quality” “higher” easier to communicate?
• key factors : ▫ coordination, market, visibility, credibility ▫ for GI, to take also into account the territorial dimension
• “ social construction”: ▫ It is not only about product, but also people… ▫ It takes time…
THANK YOU
More information: • quality linked to geographical origin:
www.fao.org/food-quality-origin
• Croatia project:
www.eastagri.org/meetings/index.asp?id=88 video: www.youtube.com/watch?v=4jLU9HPariQ
mandarin of Neretva : www.youtube.com/watch?v=vhLBujCF6tMva spot:
baranski kulen: www.youtube.com/watch?v=-FLGhmcnCaY&feature=youtu.be