Regional branding through local products

1. Regionalbrandingthroughlocalproducts Korca 24 July2019 FRANCESCO RUSSO

2. QUALITY FOOD AND DRINKACROSSE EUROPE European food and drink reflect the continent’s cultural diversity and rich lands. EU geographical indication schemes protect specific know how, authenticity and agro-environmental conditions. EU quality policy aims at protecting the names of specific products to promote their unique characteristics, linked to their geographical origin as well as traditional know-how. Product names can be granted with a 'geographical indication' (GI) if they have a specific link to the place where they are made. The GI recognition enables consumers to trust and distinguish quality products while also helping producers to market their products better. Recognised as intellectual property, geographical indications play an increasingly important role in trade negotiations between the EU and other countries. Other EU quality schemes emphasise the traditional production process or products made in difficult natural areas such as mountains or islands.

3. GIs, PDOs and PGIs protect the name of a product, which is from a specific region and follow a particular traditional production process. However, there are differences between the 3, linked primarily to how much of the raw materials come from the area or how much of the production process has to take place in the specific region. Geographical indications include protected geographical indications (PGI) and protected designation of origins (PDO). These schemes protect the name of a product that comes from a specific region and follows a particular traditional production process. For PDOs, the raw ingredients need to come from the region of origin where all steps of production need to take place. As for PGIs, at least one of the stages of production, processing or preparation takes place in the region.

4. PROTECTED DESIGNATION OF ORIGIN (P.D.O.) Product names registered as PDO are those that have the strongest links to the place in which they are made. Products Food, agricultural products and wines Specifications • Every part of the production, processing and preparation process must take place in the specific region. • For wines, this means that the grapes have to come exclusively from the geographical area where the wine is made. Label • mandatory for food and agricultural products • optional for wine

5. Examples PANE DI ALTAMURA P.D.O. OLIO TERRA DI BARI P.D.O. Statistics 1793 P.D.O. PRODUCTS IN EUROPE 575 P.D.O. PRODUCTS IN ITALY 44 P.D.O. PRODUCTS IN APULIA

6. PROTECTED GEOGRAPHICAL INDICATION (P.G.I.) • PGI emphasises the relationship between the specific geographic region and the name of the product, where a particular quality, reputation or other characteristic is essentially attributable to its geographical origin. • Products • Food, agricultural products and wines • Specifications • For most products, at least one of the stages of production, processing or preparation takes place in the region. • In the case of wine, this means that at least 85% of the grapes used have to come exclusively from the geographical area where the wine is actually made. • Label • mandatory for food, agricultural products • optional for wines

7. Examples BURRATA DI ANDRIA P.G.I. UVA DI PUGLIA P.G.I. Statistics 1173 P.G.I. PRODUCTS IN EUROPE 248 P.G.I. PRODUCTS IN ITALY 14 P.G.I. PRODUCTS IN APULIA

8. TRADITIONAL SPECIALITY GUARANTEED (T.S.G.) Traditional speciality guaranteed (TSG) highlights the traditional aspects such as the way the product is made or its composition, without being linked to a specific geographical area. The name of a product being registered as a TSG protects it against falsification and misuse. Products Food and agricultural products Label Mandatory for all products

9. Examples MOZZARELLA T.S.G. PIZZA NAPOLETANA T.S.G. Statistics 61 T.S.G. PRODUCTS IN EUROPE 2 T.S.G. PRODUCTS IN ITALY 2 T.S.G. PRODUCTS IN APULIA

10. PDO, PGI AND TSG PRODUCTSECONOMIC IMPACT IN ITALY 15,2 billion€ (value of production) 18% foodfarmingsector 8,8 billion€ export 21%food export

11. ORGANIC FARMING • Organic farming is an agricultural method that aims to produce food using natural substances and processes. This means that organic farming tends to have a limited environmental impact as it encourages: • the responsible use of energy and natural resources • the maintenance of biodiversity • preservation of regional ecological balances • enhancement of soil fertility • maintenance of water quality Additionally, organic farming rules encourage a high standard of animal welfare and require farmers to meet the specific behavioural needs of animals. European Union (EU) regulations on organic farming are designed to provide a clear structure for the production of organic goods across the whole of the EU. This is to satisfy consumer demand for trustworthy organic products whilst providing a fair marketplace for producers, distributors and marketers.

12. European Union (EU) organic farming rules cover agricultural products, including aquaculture and yeast. They encompass every stage of the production process, from seeds to the final processed food. This means that there are specific provisions covering a large variety of products, such as: • seeds and propagating material such as cuttings, rhizome etc. from which plants or crops are grown • living products or products which do not need further processing • feed • products with multiple ingredients or processed agricultural products for use as food • EU regulations on organic production exclude products from fishing and hunting of wild animals but include harvest of wild plants when certain natural habitat conditions are respected. There are specific rules for wine and aquaculture.

13. Producing organically means respecting the rules on organic farming. These rules are designed to promote environment protection, maintain the biodiversity of Europe and build consumer trust in organic products. These regulations govern all areas of organic production and are based on a number of key principles, such as: • prohibition of the use of GMOs • forbidding the use of ionising radiation • limiting the use of artificial fertilisers, herbicides and pesticides • prohibiting the use of hormones and restrict the use of antibiotics and only when necessary for animal health

14. This means that organic producers need to adopt different approaches to maintaining soil fertility and animal and plant health including • crop rotation • cultivation of nitrogen fixing plants and other green manure crops to restore the fertility of the soil • prohibition of use of mineral nitrogen fertilisers • to reduce the impact of weeds and pests, organic farmers choose resistant varieties and breeds and techniques encouraging natural pest control • encourage the natural immunological defence of animals  • in order to maintain animal health, organic producers need to prevent overstocking

15. Livestock farmers must also fulfil specific conditions if they wish to market their products as organic. These rules include respect for animal welfare, feeding the animals in accordance with their nutritional needs and are designed to protect the animals health and environment. These rules also help to build public trust as they ensure that organically farmed animals are kept separate from non-organic. Wine Specific rules are set for organic wine-making, including a technical definition of organic wine which is consistent with the organic objectives and principles. Organic wine has to be made with organic grapes and yeast, however, there are a number of other restrictions that also apply. Aquaculture There are also specific rules governing the organic aquaculture sector. These follow the same broad principles as the regulations for all other organic products but have been adapted to fit the sector.

16. THE ORGANIC LOGO The organic logo gives a coherent visual identity to European Union produced organic products sold in the EU. This makes it easier for EU based consumers to identify organic products and helps farmers to market them across all EU countries. The organic logo can only be used on products that have been certified as organic by an authorised control agency or body. This means that they have fulfilled strict conditions on how they are produced, transported and stored. STATISTICS (Italy, 2017) Cultivated areas exceeded 1.9 million hectares The main Italian organic systems: grassland (544,048 ha), green fodder (376,573 ha), cereals (305,871 ha). Areas cultivated with olive trees (235,741 ha) and vineyards (105,384 ha). The largest extension was registered in Sicily, with 427,294 hectares, followed by Puglia, with 252,341 hectares, and Calabria, with 202,119 hectares. 75,873 holdings Value of domestic consumption: about 2.5 billion €

17. THE PROTECTIVE CONSORTIA ProtectiveConsortiaare voluntary, no-profit making business associations, supported by the economicoperatorsemployed in the individualsectors with the aim of safeguarding the agro-food productions PDO, PGI, TSG. ProtectiveConsortiarecognised by the MIPAAF (Ministry of AgriculturalFood and ForestryPolicies) are entrusted with the tasks of protecting, promoting, improving and informing the consumer and taking general care of IGT ( TypicalGeographicalIndication) ACTIVITIES AND PURPOSES • Suggestproposals of regulatory discipline and carry out advisorytasksrelating to the productsconcerned; • Defineprogrammes with structural and technicaladjustmentmeasuresaimedatimproving the quality of productions; • Promote the adoption of resolutionsincludingagreementsapproved by the MIPAAF and free of any anti- competitive contents; • Cooperate, in accordance with the guidelinesgiven by the MIPAAF, in the supervision, protection and safety of DOP and IGP againstviolation, abuse, counterfeiting, acts of unfaircompetition and anyotherillegalbehaviours

18. In order to assist the competentinstitutions in the pursuit of the above-mentionedobjectives, the MinisterialDecree of 12 October2000 establishes a partnership betweenconsortiumbodies and the DEPARTMENT OF CENTRAL INSPECTORATE FOR FRAUD REPRESSION AND QUALITY PROTECTION OF THE AGRI-FOOD PRODUCTS AND FOODSTAFFS (ICQRF). ProtectionconsortiasuperviseGI productsemployingspecialisedprofessionalfigures, the Supervisory Agents. The activity of vigilanceisturned, mainly, to the phase of the commercethrough: - checks to verify the correspondence to the requirementsprovided by the production policy after the authentication; - supervision of similarproducts, sell in the European Union (UE) with false indications of origin, species, and specificqualities; The Supervisory Agents, in the performance of theirduties, maynotcarry out self-control activities on productions or carry out, in no way, anyverificationactivities on control bodies.

19. REGIONAL QUALITY BRAND It’s a collective trademark established by the Apulia Region with indications of geographicaloriginwhichguarantees the quality and the regionalorigin of agricultural productions. Itcoversfoodproducts of plantorigin and animalorigin (includingfishproducts), floriculturalproducts and regionaltraditional production of qualitynotrecognisedas PDO or PGI, process with characteristicshigherthancurrent marketing standards in terms of public health, plant and animalhealth, animal welfare or environmentalprotection or specificcharacteristics of production processes. The RQB isidentified by the same Community Collective Trademark “QualityProducts”owned by the Apulia Region and by the indication “Qualityguaranteed by the Apulia Region”. Adherence to the RQB and the granting of the use of the mark “QualityProducts” take placeat the same time and the use of the markissubject to obtaining the certification of the productissued by a third party.

20. WHY JOIN The Apulia Regionintends:- to enhanceagricultural and foodproducts with a high quality standard controlled;- to bring to the knowledge of consumers, through information and advertising actions, the qualitycharacteristics of the productsthatadhere to the RegionalQuality Trademark “QualityProducts”, identified by the Brand “QualityProducts”- to promote the RegionalQuality Brand. The participation of farmers in RQB contributes to qualifyqualityagricultural and agri-food production, large market outlets and makesthemcompatible with the aidprovided for in the Europeanruraldevelopmentprogramming 2014-2020 and specifically with measure 3 supporting the improvement of the competitiveness of primaryproducersthrough the protection of qualitybrands, the promotion of qualityproducts in local and internationalmarkets and an appropriate information policy. -3.1 “Support for new membership of qualityschemes” -3.2 “Support for information and promotion activitiescarried out by producer organizations in the internal market”

21. WHO CAN JOIN agriculturalcompanies in a single and/or associatedformwhich produce and/or process and market onlyproductsregulated by production policy approved by the Apulia Region; agriculturalprocessing/marketing cooperatives, producer organisations, consortiawhosign a contributionagreement with theirsupplierpartners, exclusively for productsregulated by the production policy approved by the Apulia Region; agri-foodprocessing organizationswhosign a sectoralagreement with agricultural companies asreferred to in point a) above or alternatively, whichsign a supplyagreement with agricultural and/or processing companies alreadylicensed under the RQB; commercial companies whichsign a sectoralagreement with the companies referred to in a) and b) or alternativelywhichsign a supplyagreement with agricultural companies and/or processing alreadylicensed Brand and adherents to RQB.

22. The procedure of accession to the RQB and of concession of the trademarkApplicantsshall complete on-line the applicationform for membership of “RQR” and the application for use of the Brand. Thereare twomodalities of accession: INDIVIDUAL OR COLLETTIVE ACCESSION At the same time astheyapply for membership of the “RQB” and for the granting of the Trademark, applicantsshallsend the notification of subjection to one of the Control Bodiesincluded in the Regional List of Control Bodies. The Production PolicyThe Apulia Regionhasapproved by type of product, production policy containingtechnicalcriteria and specificationsthatensure a quality of the finalproductsignificantlyhigherthan the current and general commercial standardsestablished by European or nationallegislation.

23. EXAMPLES OF PUGLIA QUALITY BRAND PRODUCTS TARALLI CACIOCAVALLO FOCACCIA CIME DI RAPA SPIGOLA

24. THANK YOU FOR ATTENTION!