QUALITY FOOD PRODUCTS LINKED TO GEOGRAPHICAL ORIGIN … · LINKED TO GEOGRAPHICAL ORIGIN AND TRADITIONS IN THE ... address the new field of food product quality linked to geographical

8-9 November 2007Casablanca, Morocco

QUALITY FOOD PRODUCTSLINKED TO GEOGRAPHICAL ORIGIN ANDTRADITIONS IN THE MEDITERRANEAN

REPORT OF THE REGIONAL SEMINARFood and Agriculture Organization of the United NationsMinistry of Agriculture and Maritime Fisheries of Morocco

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Table of contents

I. Introduction ....................................................................................................... 4 II. Context............................................................................................................... 4

1. What is origin-linked specific quality? ......................................................................5

2. Advantages of specific quality linked to geographical origin for rural development..........................................................................................................................5

3. Towards a specific quality linked to geographical origin.........................................6

4. Importance of labelling and certification schemes ...................................................7

5. Situation in the Mediterranean region.......................................................................8

III. Objectives of the seminar ................................................................................ 9

1. Drawing up an inventory of the various quality initiatives under way in the Mediterranean region, highlighting common features.....................................................9

2. Drawing lessons in order to make recommendations appropriate to the Mediterranean region (North Africa, the Near East).......................................................9

3. Identifying needs in terms of support and cooperation, envisaging prospects for development in partnership ..............................................................................................10

IV. Summary of plenary sessions and workshops ............................................ 10

1. Plenary sessions..........................................................................................................10

2. Workshops..................................................................................................................11

Workshop A: Establishment and working of the institutional and legal framework.......11

Workshop B: Local-level development of quality products ............................................13

Workshop C: Advantages, constraints and factors for success in quality processes .......14

Workshop D: Helpful experiences of cooperation...........................................................15

3. Side events and exhibition.........................................................................................16

V. Conclusions and outlook for the future ........................................................ 17

1. Lessons regarding institutional and juridical frameworks........................................17

2. Lessons regarding local initiatives................................................................................18

3. Outlook for the future ...................................................................................................18

Annexes ........................................................................................................................................................... 20

Annex 1 : Programme................................................................................................................................... 21

Annex 2 : Liste des participants................................................................................................................... 24

Annex 3 : Questionnaire ................................................................................................................................ 32

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I. Introduction The seminar on origin- and tradition-linked quality products in the Mediterranean region (8–9 November 2007 at the Idou Anfa Hotel, Casablanca) was organized in close collaboration with the Directorate of Plant Protection, Technical Control and Repression of Fraud of Morocco’s Ministry of Agriculture and Marine Fisheries, which is in charge of implementing the country’s law on geographical indications (adopted by parliament in January 2008). The seminar was opened by the Secretary of State of the Ministry of Agriculture and the FAO representative in Morocco, who also took part in various sessions. The seminar was attended by 108 people, with representatives from Algeria, Cyprus, Egypt, France, Italy, Jordan, Lebanon, Morocco, Switzerland, Syria and Tunisia, and from various sectors – government, the private sector, research and other experts, and civil society. The meeting was marked by the participants’ keen interest in the papers presented and in the discussions during workshops. Moreover, the session on the prospects for cooperation opened up the possibility of initiatives at both regional and national levels between countries and organizations. The programme, list of participants, papers presented and summaries can be found online at http://www.mp-discussion.org/casablanca/

II. Context For FAO, “food security exists when all people at all times have physical and economic access to safe and nutritious food to meet their dietary needs and food preferences for an active and healthy life”. In this perspective, FAO has extended its activities to include food safety, nutritional quality and specific food quality linked to special production systems (for example, organic and fair trade production systems). FAO has recently initiated work to address the new field of food product quality linked to geographical origin. Specific quality, as opposed to basic, generic quality, is defined as being associated with some specific characteristic(s) of the product, voluntarily enhanced by producers and operators, and helping to differentiate the product and create added value in response to a specific consumer demand. Given the growing importance of the specific quality of foods both internationally and locally, especially in terms of their typicity, FAO now hopes to expand its activities in the field of origin- and tradition-linked specific quality.

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1. What is origin-linked specific quality?

Within voluntary initiatives regarding specific quality, the identity of products in relation to their origin generates interesting specific features: thanks to the link established between the product and its territory, origin-linked quality allows its differentiation, the organization of actors at the area level and the conservation of local resources, and thus helps to combat delocalization and rural emigration. Typical products are products that have acquired, or are on the way to acquiring, a certain reputation with consumers who recognize the particular qualities associated with their geographical origin and associate the name linked to their production area with a certain quality that they seek. Despite the lack of data about the importance of origin-linked quality products on the market, a growing consumer demand for such typical products can be noticed, in particular through the increasing marketing, branding or labelling of food that indicates where it originates and how it is produced. The more global the market, the more important appears the differentiation of products linked to their origin, not only for export products, but also for locally marketed products in relation to their competition with imported products. This is increasingly the case in developing countries. In developing countries, consumers have a lower purchasing power than in European countries where products with origin-linked quality have existed for a long time. However, local products are very prevalent. With increasing urbanization, origin can be a proxy of quality, eliciting trust in consumers. These urban populations are keen to eat traditional foods from their origin or items that have acquired a certain reputation. The products then gain a reputation that needs to be protected from wrongful appropriation. Localized resources, linked to a specific geographical area, whether physical (local land conditions, landscape), genetic (plant varieties, local animal races) or human (know-how, traditions, culture), therefore contribute to the reputation and uniqueness of the product. Geographical indications make it possible to recognize the special link between the features of a product and its origin, and to inform consumers of this relationship through labelling.

2. Advantages of specific quality linked to geographical origin for rural development

Research on origin-linked products, important in some European countries where this approach is already old and increasing in developing and transition countries, shows that there are a number of advantages related to this kind of product. The advantages of this process concern various aspects: economical (added value, access to a niche market), environmental (contribution to physical resources, biodiversity) and social (cultural preservation and valorization, collective action). The process of optimizing origin-linked quality, particularly by means of geographical indications, brings many advantages in terms of food security and rural development. Thanks to the link between a product and its place of production, origin-linked quality, optimized through a geographical indication, helps to maintain and boost local activity, inasmuch as when a finished product is labelled in its production region, its added value can be kept in that place and support the local population. The optimization and protection of geographical indications help producers to get a better price for their products, while

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providing consumers with guarantees concerning the characteristics of the product and offering them a wider range of food diversity. Lastly, geographical indications can preserve traditional products and local know-how by protecting a reputation associated with local knowledge. These assets explain the development of geographical indications in international markets, where a trend is being seen from mass-produced and standardized food towards origin-linked differentiated products, together with a certain reconfiguration of institutions, producers’ associations and intermediaries, with local production conditions being taken into greater account. Examples are the coffee and tea sectors. Origin-linked quality is also extremely relevant in fragile or marginal agricultural zones where particular production constraints can simultaneously be seen as comparative advantages because they become features that give a product its traditional characteristics and reputation and can create added value. For example, mountain zones, where competitive farming cannot be developed, are rich in typical products linked to specific preserved attributes (for example, biodiversity, endemic plant varieties or land races, particular ecosystems, know-how about mountain conditions). One of the challenges for sustainable development of these zones is that of enabling small-scale producers to gain access to sufficiently profitable markets to support their modes of production.

3. Towards a specific quality linked to geographical origin The existence of a geographical indication requires a collective approach on the part of producers, with a view to joint management of the resources that provide the specific qualities of the product. Preservation of the geographical origin-linked specific quality of a product, on which its reputation depends, involves drawing up the code of practice defining the elements needed for such preservation. Therefore, the producers in the area concerned must collectively define the rules guaranteeing the specific quality expected, through definition of the geographical zone concerned, the characteristics linked to the area’s physical resources (for example, climate, local land conditions) or non-physical resources (for example, traditions, culture, know-how). This process is critical both for preserving and guaranteeing the specific quality for the consumer, which will require a monitoring and certification system, the organization of the actors and a system ensuring area-level management of local resources. From the point of view of local organization in the production zone, the formulation of the code of practice must allow for consideration of the role of the various links in the food chain and the practices and know-how involved in the specific quality of the product. This is therefore an opportunity for the actors, especially small-scale producers, to organize a system of recognition and a fair redistribution of added value. It is also important to involve traders and distributors in promotion of the origin-linked product at an early stage in its conception. Failing this, it is possible that traders will not see any advantage in segregating products under the specific quality label from generic commodities. This is especially important for geographical indications in countries where enforcement of property rights is not very strong. Involving the whole supply chain in organizing a geographical indication also strengthens the commitment of all stakeholders in the chain to exercise due diligence and ensure the good quality of the product from farm to table.

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Furthermore, the optimization of local resources, whether material, human or cultural, also assumes their preservation by ensuring sustainable management. Territory-level management is thus established, bringing together various actors in the area to agree on the optimization and preservation of local resources, in terms both of production and of other associated activities, such as tourism. The local process for establishing the code of practice, followed by territory-level management of the code of practice, therefore requires a “value network”, in the form of:

• vertical relationships along the food chain (for example, suppliers, farmers, processors and exporters, branded buyers and retailers, depending of the type of chain);

• horizontal relationships among producers, which can take the form of producers’ associations and cooperatives.

• support relationships between producers and facilitating organizations (for example, local governments, business service providers, research institutes, universities, non-government service organizations), which reinforce the quality, efficiency and sustainability aspects of the chain.

In this perspective, the territory-level management of the product and its marketing can be compared to that of a cluster. This is defined as a local concentration of firms coming together both to collaborate (ensuring the collective action needed for the homogeneity of the specific quality product) and to compete among their own products.

4. Importance of labelling and certification schemes From the consumer’s point of view, it is essential to ensure that complete information on the product is provided and that product specifications are met. Labelling and certification systems may differ among countries or regions, depending on the objectives, types of market and economic, social and cultural contexts. In some cases, especially in local markets, consumer confidence may be based on the short distance between consumers and producers, whereas in other cases, as the distance between the places of production and consumption widens, certification and monitoring systems have to be established. In the case of export markets, certification should be made by an independent certification body, recognized in the export market. In the case of domestic markets, there are various options: • national authorities control the integrity of applications, while avoiding possible conflicts

of interest; • self-monitoring is undertaken by a local group of stakeholders (for example, producers,

local authority, local traders); • participatory guarantee systems are based on the principle of social control and trust in

producers and implemented in cases of organic farming; • a fully fledged independent certification system is in place, enabling national authorities

to accredit private certification bodies. The choice of system requires a cost-benefit analysis and an assessment of the existing institutional capacity in the country. In all cases, a minimum internal control system by the group of producers is important in order to ensure that the product is in conformity with the code of practice and facilitate control measures where necessary. Governments potentially have a major role to play in the development of quality products linked to geographical origin. On the one hand, institutional regulation of such approaches is vital in order to guarantee fair trade practices, and mechanisms appropriate to the local and

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national context must be designed. On the other hand, government intervention can support initiatives contributing to the economic and rural development of certain areas, in particular marginal zones.

5. Situation in the Mediterranean region The countries of the Mediterranean region have a great wealth of food heritage in common, and many advantages and strengths in terms of economic and rural development, enabling them to capitalize on origin-linked quality products. In European Mediterranean countries, there are numerous food quality products linked to geographical origin, amongst which some are registered and protected under Council regulation (EC) 510/2006 on protected geographical indications (PGI) and protected designations of origin (PDO) for agricultural products and foodstuffs. In October 2007, there were 762 registered products in Europe (439 PDO; 323 PGI for foodstuffs and agricultural products, excluding wines and spirits). Of these, 163 were in Italy, 155 in France, 108 in Spain, 104 in Portugal and 85 in Greece.1 In non-European Mediterranean countries, a number of food products have specificity with regard to their origin and traditions. Turkey has registered a number of these through legislation since 24 June 1995, so that by October 2007 there were 43 protected designations of origins and 48 protected geographical indications. Other countries are in the process of protecting food products, while some have already registered some wines and spirits. In Morocco for example, a draft law related to Geographical Indication (GI), the Appellation of Origin (AO) and the Agriculture Label (AL) was adopted by the Council of the Government, the Council of Ministers, and has been submitted for final approval and publication.

1 http://ec.europa.eu/agriculture/foodqual/quali1_en.htm

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III. Objectives of the seminar The seminar had three main objectives:

1. to draw up an inventory of the various quality initiatives under way in the Mediterranean region, highlighting common features;

2. to draw lessons in order to make recommendations appropriate to the Mediterranean region (North Africa, the Near East);

3. to identify needs in terms of support and cooperation, envisaging prospects for development in partnership.

1. Drawing up an inventory of the various quality initiatives under way in the Mediterranean region, highlighting common features

Achievement of this first objective entailed the collection of information on current processes and consideration of their common points, particularly with regard to:

• organization of stakeholders at the local level; • the role of national- and regional-level public policies; • the legal and institutional framework, in particular existing and potential certification

and control systems; • advantages and constraints of quality initiatives; • problems encountered and possible and/or already envisaged solutions.

In this perspective, a questionnaire on the institutional situation and potential or registered products was sent out to participants (See Annex 3) in order to obtain an overview of the situation of initiatives regarding origin-linked quality in the various countries. A summary of the results was presented during the first morning’s session. The various papers presented and the discussions during plenary sessions and workshops then helped to fill out the information.

2. Drawing lessons in order to make recommendations appropriate to the Mediterranean region (North Africa, the Near East)

On the basis of the previous discussions and exchanges, identifying factors for success or failure in the approaches presented, the second objective was to draw lessons for the Mediterranean region in order to identify possible approaches to the formulation of recommendations suited to the regional context and the various countries (taking into account the existing institutional framework, the goals of public and private stakeholders, cultural diversity and wealth, the proximity to Europe, international relations etc.):

• What institutional framework is appropriate: what institutions, what regulations, what legal forms are appropriate in order to ensure identification, protection, optimization, information, evaluation etc. relating to origin-linked quality products?

• What form of territorial organization is appropriate for managing origin-linked quality (identification, management of the code of practice, links to other activities in the area etc.)?

• How are links between the two levels to be established?

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The questionnaire sent out beforehand, together with the papers presented and the discussions during workshops, enabled this objective to be achieved, especially during the plenary session on critical issues and the institutional framework. Capitalized on in this way, these elements can act as a basis for future recommendations suited to the institutional context.

3. Identifying needs in terms of support and cooperation, envisaging prospects for development in partnership

The last objective was that of identifying stakeholders’ needs, both at government and decision-maker level and at the local level, in order to implement quality processes with a view to formulating appropriate responses, in collaboration with partners active in the zone. Actions to be taken and the role of each actor must also be considered, for example:

• project coordination, networking, financing, expertise from more experienced countries or actors;

• development of support tools (handbook of recommendations, awareness-raising, training of stakeholders etc.);

• an international conference on this issue in order to facilitate coordination and international recognition.

This objective was achieved thanks to the summary of needs identified during the seminar and the discussions at the final session, and could bear practical fruit in the form of projects and cooperative initiatives.

IV. Summary of plenary sessions and workshops

1. Plenary sessions Following the opening ceremony and the introductory addresses by Mr M. Marghi, Secretary-General of the Ministry of Agriculture and Marine Fisheries, and Mr H. Halila, FAO representative in Morocco, and a presentation of the symposium by Ms E. Vandecandelaere and Ms A. Baldascini of FAO, the seminar went to the heart of the subject in the plenary session on Development of quality products: critical issues for the Mediterranean region. The first paper was presented by Mr B. Hervieu, Secretary-General of the Centre for Advanced Mediterranean Agronomic Studies (CIHEAM, France), and was entitled Identity and quality of Mediterranean food products. It gave the main reasons for the importance of mobilization concerning the recognition of quality and origin, identifying four stages in the process of recognizing origin and quality: (a) mobilization of producers; (b) construction of a product; (c) construction of a market; and (d) development of skills and expertise. The second paper, presented by Mr N. Verlet, Head of the Neighbourhood Policy Unit of the Directorate-General for Agriculture and Rural Development of the European Commission, was entitled European policy on quality: what link with the Euro-Mediterranean partnership? and covered the foundations of European quality policy and current discussions, showing why the protection of geographical indications is at the heart of EU policy on quality. He also

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described European policy in the multilateral context and in terms of bilateral agreements between the EU and countries on the south-eastern shores of the Mediterranean. In the plenary session on Origin-linked quality: institutional context and state policies, the paper presented by Mrs M.P. Rizo of WIPO under the title Geographical indications as intellectual property: protecting the reputation of quality products answered the following questions: What is a geographical indication? Why should geographical indications be protected? How can they be protected? How can they be protected at the international level? The paper presented by Mr L. Saad of the Ministry of Agriculture and Marine Fisheries of Morocco was entitled The example of Morocco. The country’s draft law was about to be passed by parliament, and Mr Saad described the process of establishing distinctive signs of origin and quality in Morocco. He particularly highlighted the coordination between the roles of the Ministry of Agriculture and the Intellectual Property Office. The third paper, presented by Mr J.P. Boutonnet of the National Institute for Agricultural Research (INRA, France), Ms H. Ilbert of the Mediterranean Agricultural Institute of Montpellier (IAMM, France) and Mr H. Devautour of the International Cooperation Centre on Agrarian Research for Development (CIRAD, France), was entitled Defining institutional roles and recalled the importance of an institutional framework favourable to origin-linked quality initiatives, for it is indispensable when assisting the organization of value chains, consolidating possible gains (in terms of revenue and equity within the framework of collectively formulated codes of conduct) and protecting geographical indications at the national level and in the law of a third country (in the EU, for example). It pointed out three major institutional actors whose roles must be defined within the institutional set-up: the competent authority, the collective holder of the geographical indication, and the control body. It also identified certain difficulties in this set-up in terms of slowness, choice of competent authority, identification of collective owner (according to motivation and legitimacy) and international recognition. The fourth paper, entitled Overview of the situation in the Mediterranean, was presented by Ms E. Vandecandelaere of FAO and described the primary features of the institutional and legal framework of each country, based on the results of a questionnaire sent out to participants. In this way, it provided a picture of the objectives of state policies on origin and quality, legal frameworks, problems encountered and examples of products that have obtained origin-linked quality labels or are in the process of doing so.

2. Workshops

Workshop A: Establishment and working of the institutional and legal framework Chair: Ms M.P. Rizo, WIPO Secretary: Mr F. Brand, Swiss Association for the Development of Agriculture and Rural Areas (AGRIDEA) The objective of this workshop was to highlight the institutional aspects of origin-linked quality processes in certain countries. Discussions in the workshop focused on the following questions:

• What legal framework can be applied to geographical indications and their protection?

• What institutions and ministries are involved, and what public policies are followed?

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• How is the code of practice evaluated/validated? • How are certification, monitoring and protection of reputation carried out? • What information is given to the consumer? • What are the problems encountered and what type of support is needed?

The institutional situation in each country is summarized in the following paragraphs. In Morocco, the basis for the legal framework of appellations of origin applied to agrofood products was laid out in 1977, mainly for the wine sector. In order to extend this approach to other sectors, the Department of Agriculture drafted a law on “seals of quality and origin of agricultural products and food commodities”. This draft law is in line with national policy on sustainable rural development, promotion of agrofood products, consumer protection and protection of the national agricultural heritage. It envisages three different seals: the Geographical Indication (GI), the Appellation of Origin (AO) and the Agriculture Label (AL). The law was adopted by the Parliament in January 2008 and gives the government body that has recognized a geographical indication or an appellation of origin the authority to register it with the Moroccan Office of Industrial and Commercial Property (OMPIC). In Tunisia, law 99-57 of 28 June 1990 on appellations of origin and geographical indications for agricultural products is intended to protect and promote the specific characteristics of agricultural products through “appellation of origin” and “geographical indication” labels, differentiating them from other products. The law applies to plant- or animal-based processed and unprocessed agricultural and food products, as well as wines and spirits. Three application decrees are currently being drafted and will operationalize management of the geographical indication system, and also indicate the authority to which the private and/or public agencies appointed by the minister (identified in each specific decree for each specific geographical indication) will be accountable. Turkey’s governmental decree 555 concerning regulations on the protection of geographical signs, adopted on 24 June 1995, provides for the protection of agricultural, mining, industrial and artisanal products. This decree was strengthened by the law of 6 October 2003, which provided for the creation of the Turkish Patent Institute and defined two distinct types of geographical sign: protected appellation of origin (PAO-MENSE) and protected geographical origin (PGI-MAHREC). There were 252 applications up to October 2007, 43 of which have been registered pao-men�e and 48 as pgi-mahreç, while there are 91 applications pending. A law is being drafted that will implement a new protection system for traditional speciality guaranteed products and make some changes regarding geographical signs (for example, the creation of an official logo). In Lebanon, the intellectual property law currently allows for the protection of a geographical indication through a collective trademark established upon request of the interested party (Trademark Law 2385 of 17 January 1924). A law on the Protection of Geographical Indications is being drafted, defining geographical indications, appellations of origin and traditional denominations (for designations without geographical name), and will apply to agricultural products, processed or industrial agrofood products, artisanal products, and wines and spirits. In Jordan, Trademarks Law 33 of 1952 and its amendments can cover geographical indications, while the Geographical Indications Law 8 of 2000 specifically deals with geographical indications. Nevertheless, neither regulations nor institutional frameworks have been developed to register geographical indications. The government hopes to define a legal and institutional framework that will enable geographical indications to be protected, and thus boost the creation of value or the maintenance of price through their territorial and historical resources.

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Workshop B: Local-level development of quality products Chair: Mr H. El Dahr, International Federation of Agricultural Producers (IFAP) Secretary : Mr H. Devautour, CIRAD (Centre de coopération internationale en recherche agronomique pour le développement) On the basis of three papers – the first dealing with the Gabès pomegranate and sheep cheese (rigoutta and “Sicilian” cheese) from Tunisia, the second with olive oil from the Essaouira region (Morocco) and the third with olive oil from Hasbaya (Lebanon) – discussions during the workshop focused on the following topics: (i) Product specificity. In all the case studies, the specificity of the product is determined by local resources, such as plant variety (for example, the Gabès variety of pomegranate) or animal species (for example, Sicilo-Sardinian breed of sheep), the link with the environment (for example, altitude for sheep cheese, layered companion crops for pomegranates, and proximity to forests for olive oil in Lebanon) and traditional production and processing techniques (for example, no plant protection treatment, techniques for the pressing of olive oil and oil conservation). (ii) Key steps in qualification. The qualification of a product entails the following main steps: carrying out of a preliminary study to analyse the sensory characteristics of the product and its production and processing practices, and to identify indicators of the link to territory; construction of a collective procedure involving identification of the advantages to producers, their demand and definition of the role of outside institutions in starting up (research bodies, national and local government, NGOs); choice of sign (controlled appellation of origin or protected geographical indication, collective brand etc.); improvement in product quality through intervention at every stage in the value chain; and labelling. (iii) Organization of stakeholders in the value chain. The discussion brought out many types of organization, depending on case and country. Nevertheless, the participants agreed on the following points: the key role of interprofessional bodies (for example, in Tunisia); the existence of organizations favoured by collective actions in other fields (for example, water management); the creation of committees (legal, technical and internal monitoring committees) as a way of increasing the stakeholders’ involvement; and the difficulty of collective action with a large number of producers (for example, in Lebanon there are 12 000 producers grouped into 13 cooperatives). (iv) Drawing up of the code of practice. The code of practice must include a description of the product and its characteristics, and definition of the production and processing zone, production methods and internal monitoring system. It is important to have a precise description with strict, controllable criteria. (v) Link with institutions and outside support. Important aspects of the local qualification process are, on the one hand, the existence of a legal framework, and, on the other, the building up of a participatory process with other actors: researchers, consumers, local government and other support bodies. The three projects presented benefited from outside support (the interprofessional group and support from experts in Tunisia, local government in Morocco and the Ministry of the Economy and foreign NGOs in Lebanon). (vi) Problems encountered and solutions. The participants brought up a number of difficulties encountered in their processes (for example, the choice of denomination, which can pose problems when it exists in other countries, as is the case with the “Sicilian” and rigoutta cheese from Beja; delays of the legislation in developing a favourable legal framework; the need to train producers in sensory analysis in order to improve internal monitoring; how to

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deal with the threat of wrongful name appropriation by others; difficulties in standardizing production practices with a large number of producers; and the lack of investment regarding markets and consumers’ expectations). Solutions were proposed (for example, the carrying out of prior national-level appraisals regarding potential geographical indications; targeting of approaches on products with a good reputation; exchanges with organizations in Europe that have a well-established production under geographical indications, oriGIn-type sponsorship [Organisation for an International Geographical Indications Network]).

Workshop C: Advantages, constraints and factors for success in quality processes Chair: Mr L. Saad, Ministry of Agriculture and Marine Fisheries of Morocco Secretary: Mr J.P. Boutonnet, INRA French National Institute for Agronomic Research) Drawing on the experience of CIRAD (France), AGRIDEA (Switzerland) and Akdeniz University (Turkey), the workshop brought out a number of advantages, constraints and factors for success in origin-linked quality processes regarding the following aspects: (i) Context. In a context of market globalization and changes in consumer preferences (linked to health, social criteria and cultural identity), two main types of business strategy are needed: a cost strategy (making the same product less expensive) and a differentiation strategy (making a product different). Porter’s paradox well describes this latter aspect: “In the global economy, permanent competitive advantages increasingly depend on local factors – knowledge, relationships, motivation – that distant competitors cannot match.” (ii) The product and its territory. The question of the specificity of a product (what makes this product unique and how its characteristics are created in association with the terroir) and its recognition (which is why the role of sensory analysis was stressed) is fundamental. This specificity must be maintained throughout the value chain; hence the need for a traceability and labelling system. (iii) The value chain and its organization. A major factor in success is the powerful motivation of a group of stakeholders to create or repatriate value by capitalizing on local resources. The threat of wrongful appropriation of name and fraud often tends to be a strong motivation. All the links in the value chain from production to marketing must be involved, in order to build up (and respect) the quality of the final product. This entails the complex coordination of a number of complementary organizations (cooperatives, associations, trade unions, regulatory bodies etc.). (iv) Institutions. With regard to institutional aspects, the importance of ensuring consistency and coordination with other sets of regulations was stressed. Attention was drawn to the major problem of possible homonymy with geographical indications between neighbouring countries (for example Cyprus-Greece-Turkey, France-Switzerland and France-Spain). The complementary roles of the ministry of agriculture (knowledge of the product and the land) and the body responsible for intellectual property (registration, protection) were acknowledged. (v) Consumers. The role of identity and culture in diet, contributing to the importance of preserving products of origin-linked quality, was noted. Such products are addressed to consumers capable of recognizing their specificity, who are thus “competent” or “connoisseurs”. Apart from know-how, there is knowledge of how to consume; hence the importance of information – in other words, education. Labelling is important in providing

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information on the specific qualities of a product, but it may also be a question of mutual confidence when producers and consumers are close to one another. It seems important to measure the reputation of a product through consumer surveys. (vi) Identification of the key factors and elements to be taken into account. The following critical points were specified:

• in setting up the process: o agreement on the definition of stages; o clarification and identification of specific qualities (in comparison with

imitations); • in the choice of market strategy:

o problems connected with competition between several signs or several regions;

o choice of sign, according to the type of market; • in drawing up the code of practice:

o establishment of traceability; o management of the risk of exclusion; o diversity and heterogeneity of products (range of internal differentiation).

(vii) Proposed methodology of action. The procedure set up in Lebanon was taken as an example and encompasses the following steps:

• inventory of potentially “GI-able” products; • control-confirmation of reputation with consumers (choice of target); • identification of a “core group” of producers-innovators; • formal organization of a group:

o drawing up of the code of practice: making explicit what is implicit; o definition of the zone;

• filing of application.

Workshop D: Helpful experiences of cooperation Chair: Ms S. Villers, Ministry of Agriculture of France Secretary: Mr C. Perraud, producer and expert on the establishment of geographical indications On the basis of three experiences regarding quality food products, the cooperation between Champagne Ardennes (France) and the Oriental Oujda region, the cooperation between CTM Altro Mercato and the saffron cooperative of Taroudant (Morocco), and the cooperation between the Puglia region (Italie) and the Idleb region (Syria) about the olive oil road, the workshop focused on discerning the factors involved in the dynamics of cooperation, issues that can arise during the implementation process, and successful approaches in the procedures undertaken. The terms of reference of cooperation differ widely among the examples considered. The forms of action or the types of obstacle encountered are therefore specific to each of them. However, the accounts presented during the workshop revealed a convergence regarding the various factors involved in success. This is the first lesson to be learned from these initiatives in cooperation regarding the development of quality products in the Mediterranean region. The recognition of factors common to those involved appears to be an essential condition for any cooperation process. In the three examples, synergies were created not around a

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sectoral approach to products, but rather around a territorial approach, albeit with a variety of points of view: more cultural in the case of Italian-Syrian cooperation (a Mediterranean culture), more institutional in that between France and Morocco (affirmation of a regional identity) and more social in that between Italy and Morocco (collaboration with a view to greater future solidarity). The process must also be structured, with actors identified and a methodology specified for the stages of analysis, actions to mobilize partners, training activities and mechanisms to make the process permanent. Whatever the case, the party who makes some of his knowledge available must be in a position to offer his time over several months, or even years, and be available to listen. Time and listening are vital, inasmuch as one of the main difficulties encountered is the initial lack of organization of the various categories of stakeholder. It is especially important to involve the producers who will be responsible for permanent ownership of the identity of products. This involvement naturally requires a capacity to demonstrate rapidly that the production disciplines needed in order to obtain official recognition for a product, entail a financial benefit to the producer. The procedure must therefore generate commercial results, while making sure that these results are fairly shared along the chain. The examples highlighted the benefits of cooperation in the marketing sector, although the need to take this into account is often underestimated. The support provided especially concerns market studies, enhancement through ways of presentation, marketing know-how, particularly with the establishment of relationships of trust, and the supply of information to consumers. Apart from expertise provided as and when needed, it is important that the cooperation process enable the stakeholders to acquire permanent mastery of development of their production. Identification of training needs and help in meeting them are therefore essential steps in the process. Examples given were needs in the spheres of health, sensory analysis, control and packaging. However, if local-level cooperation concerning quality products is to be successful, it must correspond to a national will to establish a regulatory framework for recognition of these products and capitalization on them in the service of a state policy of rural development.

3. Side events and exhibition During the seminar, two side events and an exhibition of Mediterranean products were organized. The first event presented the Cybermontagne tool (www.cybermontagne.org) developed by a partnership between CIHEAM and FAO with the aim of capitalizing on mountain products from the southeast Mediterranean region (see the presentation). Cybermontagne is both an information system concerning mountain products from four Mediterranean countries (Algeria, Morocco, Lebanon and Syria) and also a tool for the identification and support of projects to optimize these products. The general public has access to news, product/service information identifying the products and their location, bibliographical references and photo albums. Members have access to more detailed or reserved information, such as that on product prices or a directory with the contact details of all the local and international stakeholders involved.

17

The second event presented Slow Food activities in the Mediterranean region. The aim of Slow Food, which was founded in Paris in 1989 and has 82 000 members in 123 countries and about 800 “convivia”, is to develop a less intensive agricultural model in order to preserve and improve biodiversity and offer prospects for less developed regions. Slow Food supports producers and artisans in the agriculture and food sector in their production of quality items and encourages solidarity initiatives regarding food. The exhibition of terroir products supplied by the participants (for example, raisins, apricots, dried figs, hazelnuts, Turkish delight, pistachios, pastries, cheese and yoghurt, wine, olive oil, dry and soft biscuits, pomegranates and dates) provided an illustration of the theme of the seminar – the wealth and diversity of Mediterranean products – through visual pleasure and the actual enjoyment of tasting them.

V. Conclusions and outlook for the future The final session was entitled Stakeholders’ discussions on outlooks for cooperation in the development of quality products in the Mediterranean region and aimed both at drawing conclusions on the various factors presented and discussed over the two days, and at envisaging prospects for development, particularly through possible cooperation between stakeholders within Mediterranean countries. The round-table meeting, chaired by Mr M. Achouri of FAO, comprised representatives from:

• Algeria, Cyprus, France, Italy, Jordan, Lebanon, Morocco, Spain, Syria, Tunisia and Turkey;

• the European Commission; • International Federation of Agricultural Producers (IFAP), oriGIn, Slow Food,

CIHEAM, CTM Altromercato and Arco Latino. The objective of the seminar in terms of the exchange of experience and the collection of information was largely achieved through the wealth of the papers presented and the participants’ discussions. The lessons learned from the exchange of experience and knowledge can be summarized at institutional and local levels.

1. Lessons regarding institutional and juridical frameworks

• The need for clear definition of the roles of the various institutions and their coordination, especially with regard to the agricultural and intellectual property sectors, was stressed. Coordination must in particular make sure that legislative initiatives on protection are in line with state policies on rural development, while also ensuring consistency with other sets of regulations.

• The important role of state institutions was also recognized in formulating and

assessing applications for the recognition of geographical indications (the code of practice and the definition of geographical areas), choice of appropriate tools and their coexistence (brand mark, geographical indication), certification, monitoring etc. Given the relatively recent development of these approaches around the southeastern Mediterranean, capacity-building in these spheres is desirable.

18

• Lastly, the advantage was noted of expanding exchanges with a view to encouraging

similar initiatives within Mediterranean countries that have a common heritage and cultural wealth. Mutual recognition between countries and adherence to international agreements were cited as necessary steps.

2. Lessons regarding local initiatives Various difficulties and obstacles in establishing geographical indications at the local level were addressed during the seminar. With regard to market access, the lack of information and managerial skills was seen as a major problem. With regard to the organization of stakeholders, a firm motivation is needed, especially in order to succeed in the complex undertaking and the coordination of various complementary organizations (cooperatives, associations, trade unions, regulatory bodies etc.). An understanding with downstream actors is vital in order to allow the marketing of products of specific quality. The types of vertical relationship within the value chain is a determining factor in terms of the sharing of value, and recognition of the role of producers in the specificities of the product can improve their negotiating power. Concerning products themselves, it was stressed that reputation is the basis of official recognition. Moreover, the code of practice defining the specific quality of the product is a fundamental tool in characterizing (justifying) the link to origin, differentiating the product and protecting its reputation: it must therefore be possible to monitor the key points, both internally and externally. Lastly, it was recalled that while the procedures are lengthy, they are also long term, especially with a view to preserving and optimizing traditional products for future generations. It is important to support the process of providing information to consumers so that they become aware of the meaning of the sign of quality and appreciate the special characteristics of origin-linked quality products. Here too, support was expressed for exchanges and meetings between stakeholders, whether south-south or north-south.

3. Outlook for the future In terms of the outlook for the future, the needs of countries and stakeholders were first reviewed. With regard to institutions, support for implementation of a complete system regarding geographical indications for agricultural and food products, encompassing capacity-building and the training of southern Mediterranean experts, was often mentioned, at either national or North African and Near Eastern regional level. A Mediterranean regional approach was called for, especially with links to the northern shore, with a view to mutual recognition among countries, for example through the Lisbon Agreement. Support for agricultural and agri-food value chains was also considered, particularly in terms of the dissemination of information, awareness-raising and general support. Proposals for action were then considered. With regard to mutual recognition with the European Union, protection agreements can be made and should be contemplated within national legislation. Support for implementation

19

can be anticipated in the “action plans” associated with negotiations insofar as the matter is defined as a priority. North-south cooperation among Mediterranean territorial groupings (Arco Latino) could be expanded and strengthened among the countries in order to support local-level initiatives. Producers’ organizations (IFAP, oriGIn) are also important partners in increasing exchanges, boosting farmers’ capacities (regarding quality, market access etc.) and providing assistance to initiatives. With regard to training and expertise at the Mediterranean regional level, CIHEAM offers long and short training courses concerning quality and has a network of experts. FAO has funds for technical cooperation projects, and these can be made available so long as a request is received from governments on a subject deemed a priority. Projects can also be set up in collaboration with other partners. FAO has indicated a readiness to do all it can to meet requests from countries, regions or subregions concerning technical cooperation, and in association with other partners who may be willing. Following requests formulated by governments, several technical cooperation projects have been launched by FAO:

• Morocco: recognition of distinctive signs of origin and quality of agricultural products and foodstuffs;

• Morocco: boosting of local capacities in order to develop quality mountain products – the case of saffron;

• Tunisia: support for the development and implementation of a monitoring system for origin-linked quality products;

• Jordan: support for the establishment of an institutional framework for initiatives regarding origin-linked quality;

• Lebanon: promotion of quality mountain products, through the example of labneh. The regional approach can always be expanded, especially by building on the results of national projects.

20

Annexes

21

Annex 1 : Programme

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32

Annex 3 : Questionnaire Partie A : CADRE INSTITUTIONNEL 1- Quels sont les outils d’identification et de protection de la qualité spécifique liée à l’origine et aux traditions des aliments dans votre pays ? (signaler les possibilités et préciser les références légales et grandes caractéristiques)

a. marques collectives ou de certification avec indication géographique2 ( ) ____________________________________________________________________

b. appellation d’origine contrôlée3 ( )

____________________________________________________________________ c. indicacion geographique protégée4 ( )

____________________________________________________________________

d. signe de qualité lié exclusivement aux traditions5 (recette, pratiques particulières) ( ) ____________________________________________________________________

e. signe de qualité général lié à des zones particulières6 ( )

____________________________________________________________________

f. signe en relation avec une qualité générale liée au pays ou région de production7 ( ) ____________________________________________________________________

2- Quels sont les objectifs de l’Etat dans l’établissement du cadre juridique d’identification et de protection de ces produits? (Prioriser les objectifs si nécessaire)

a. favoriser le développement rural ( ) b. assurer une concurrence loyale ( ) c. protéger le consommateur ( )

2 C’est à dire une indication géographique enregistrée comme une marque et donc protégée par le droit des marques. Définition de l’indication géographique: l’article 22 de l’accord sur les Aspects de la Propriété Intellectuelle en Relation avec le Commerce (ADPIC) définit: “les Indications Géographiques sont les indications qui servent à identifier un produit comme étant originaire du territoire d´un membre d’une région ou localité de ce territoire, dans les cas où une qualité, réputation ou autre caractéristique déterminée du produit peut être attribuée essentiellement à cette origine géographique. 3 Selon le règlement de Lisbonne, l'appellation d'origine (DO) est la dénomination géographique d'un pays, d'une région ou d'une localité servant à désigner un produit qui en est originaire et dont la qualité ou les caractères sont dus exclusivement ou essentiellement au milieu géographique, comprenant les facteurs naturels et les facteurs humains. C’est une indication géographique avec un lien fort au territoire de protection et protégée par un système suis generis du droit (branche spécifique du droit). 4 Il s’agit d’une indication géographique signalant une qualité, réputation ou autre caractéristique du produit est dûe essentiellement (mais non exclusivement comme pour la DO) à son origine géographique, et protegée par un système sui generis (branche spécifique du droit). 5 Signe de qualité renvoyant à une recette traditionnelle (comme par exemple la Spécialité Traditionnelle Garantie en Europe (STG)) 6 Signe de qualité renvoyant à une zone particulière (comme par exemple “dénomination Montagne”en France. 7 Indication relative au pays (par exemple en Manrique Latine: “México calidad total” o “Columbia pasión total”).

33

d. protéger le patrimoine culturel, traditions ou ressources locales matrimonial ( ) e. permettre le développement de nouveaux marchés ( ) f. autre, préciser ___________________________________________

3- Quel est le champ d’application pour chaque cadre juridique ? � produits agricoles ? ( ) � produits transformés ? ( ) � liens avec les vins et spiritueux ? ( ) � autres ? Préciser ( )

______________________________________________________________ 4- Quelle est la procédure d’enregistrement Merci de joindre ou résumer les procédure pour les démarches suivantes :

a) marques collectives/certification avec IG b) appellation d’origine (contrôlée) c) indication géographique d) signe relatif exclusivement aux traditions e) signe relatif à une zone particulière en général f) signe relatif à une qualité générale d’un pays ou région

5. Caractéristiques de la protection des différents signes �

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7- ¿Quels sont les principales problèmes rencontrés dans la mise en œuvre et l’application du cadre institutionnel et légal ? ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ Partie B : PRODUITS DE QUALITE LIES A L’ORIGINE ET AUX TRADITIONS 1- Liste des produits avec une dénomination géographique protégée. Pour chacun d’entre eux (ou les plus importants si nombre importants de produits), préciser le cas échéant: �

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� � � � � � �� 2. Information disponible pour chacun des produits listés au point 1. Merci de signaler dans le tableau ci-dessous l’information demandée et la source ou possibilité d’accéder à cette information.

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35

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