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Labelling Quality linked to Origin and Tradition:The Institutional Framework
Jean-Pierre BOUTONNET (INRA/SAD, Montpellier, France)Hélène ILBERT (CIHEAM/IAM, Montpellier, France)
Hubert DEVAUTOUR (CIRAD/ES, Montpellier, France)
FAO – Ministère de l’agriculture et de la pêche maritime du MarocLes produits alimentaires de qualité liée à l’origine et aux traditions en
MéditerranéeCasablanca 8-9 novembre 2007
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Identification and differentiation of agricultural and food products
Threshold Quality = rules :definition of the product, sanitary requirements, etc.
Compliance to regulation cannot be certified.Failure persecution in front of penal Courts
Distinctive Quality : Voluntary Signs of differentiation of a product on a particular market. Failure loss of market shares
•Brands (Private goods)•Certification brands (collective or club goods)•Standards (voluntary compliance)•Geographical Indications (public goods)
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Legal comparison : Brands vs. GI (1)Brand Geographical
IndicationPROTECTION OF ORIGINAL NAMES
Type of law Regulating human creation and property.
Regulating the links between human activities and nature.
Term Linked to the use made by the owner: prescription if not used.
No prescription : “terroir” and heritage have no term.
Type of property • Individual, owned by a person or an organisation.
• Asset of the firm : can be evaluated and sold.
• Collective, even if only one user.
• Not possible either to delocalise or to sell.
Objectives Corporate Sign. The product and process can be changed immediately.
Codifying tradition and constant processes.
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Legal comparison : Brands vs. GIBRAND GEOGRAPHICAL
INDICATION
PROTECTION OF ORIGINAL NAMES
Types of requirements about characteristics of the product and process
Up to the owner. May change without informing the customer.
Code of practices discussed by the stakeholders and integrating collective concerns. May change after agreement of the relevant collective organisation. Everybody is informed of any change. Transmission to future generations.
Functions Income for the owner • Collective action with redistribution of value added to all stakeholders.
• Local and community development
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Characteristics of the geographical indication
Factor of competitivenessOpen
Voluntary Collective
Valorisation of a quality, a reputation, or specific characteristics linked to a place:
Origin = a place + a public code of practices
Guaranty by the State
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Example : pélardon
• A localized product
• An organisation for local development
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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pélardonA small goat cheese from
Southern France
1980-90 1993 1997 1999 2000 2001 Crisis Decision to area OK code of French decree EU decision
apply for a PDO Practices OK.
The common objective:
Protection against misuse of the name.
The debate:
Dairy plants …. Develop their commercial networks.
Cheese producers :Image of a local and traditional know-how.
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Livestock
Permanent indoor farming forbidden
210 days pasture - 0,2 ha per milk goat
Not more than 400g concentrate feed per litre of milk
Cheese processing
Raw milk
Traditional handmade moulding and dripping of curd
Freezing of curd forbidden
pélardon
The code of practices is the result of a compromise.
Main topics : a traditional localized cultural product.
A set of requirements more difficult for processors than for farmers.
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Differentiation : An access to national market
Retail price (euros per piece)
National level Regional level Local level
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Local goat cheese
Pélardon PDO
Other PDO goat cheeses (price equivalent for the same weight)
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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A success resulting from a particular organisation
• A collective entity specifically dedicated to the defence and management of the denomination, the “syndicat des producteurs de pélardon” : 120 farmers of which 40 members of the co-operative dairy plants, – 2 dairy co-operatives – 2 cheese ripening firms.
• A certifier body.• A public authority : INAO (French Institute for
Origin and Quality)
pélardon
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Geographical Indications : The objectives of the institutional framework
Reserve the use of the name
Strengthen collective action : free entry, protection against opportunism (usurpation of notoriety)
Guarantee the credibility of controls
Equity of constraints, protection against unfair competition (individual appropriation of the collective resource)
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Geographical Indications : The elements of the Institutional Framework
An institutional framework has to be built. Its fundamental elements are :
A relevant public Authority
A Collective holder of the denomination
A Control body
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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The relevant public Authority(1) Coordination of the whole system Consistency with other rules:
Trade, frauds, price control, fairness of transactionsAgricultural PolicyRural PolicyPublic Health PolicyTrade and economic Policy
Juridical Defence on the International Scene
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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The relevant public Authority (2)
Recognition and definition of the procedures and requirements for reaching recognition
Registration and definition of the procedures and requirements for obtaining the registration of the product
Definition of the rules and principles for the organisation of controls and organoleptic tests
Organisation of the control of specifications: by its own staff or by a third party ; definition of the rules for the agreement of the third parties
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Collective holder of the denomination(all the elements of the chain, from farmers to
consumers, through processors and distributors)
Writes the code of practices and proposes an area
Designs the control planApplies for the recognition and
registrationRuns internal controls
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Control Body (1)
Obtains the agreement from the Competent Authority in view to undertake external controls of the application of the code of practices :
Certification of the product (Audit + retaliation) : withdrawal of a non compliant group of designated products.
Inspection (Audit only) : Information on the non compliant group of designated products to the relevant authority, in charge of the retaliation (withdrawal of the product, fine, …)
Develops, in collaboration with the holder of the denomination, the code of practices
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Control Body (2)
Checks the application of the code of practicesChecks the traceability of the products along the
supply chainOrganises a control plan or an inspection plan with:
Self-controls Operated by each firm about its own activity
Internal controlsOperated by the collective holder towards its members
External controlsOperated by the third party control body (including the fair operation
of the two previous ones)
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Conclusions (1)Difficulties of Institutional
Framework buildingLong term process (several years) due to the
necessity of collective agreementInitial costs of building the schemes : heavy for
small and medium size communitiesChoice of the relevant AuthorityIdentification of the collective holder (legitimacy,
motivation)International recognition
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Conclusion (2)Efficiency of the Institutional
FrameworkNecessity of institutions to empower local
initiatives enabling economic actors to negotiateCreation of an added value and equity of income
distribution, through collective frameworksPossibility to register the geographical indication
under national laws and abroad (EU) ; access to a wider market
FAO/MinAgMorocco-Casablanca nov 2007 – Boutonnet/Ilbert/Devautour : Institutional Framework
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Thank youJean-Pierre Boutonnet, Hélène Ilbert, Hubert DevautourCasablanca, 8-9 novembre 2007
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