Presentazione di PowerPoint

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Adding value to local products
Leader Observatory Seminar in Grosseto /
Italy 15 February 2006 Carlo Ricci
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Main difficulties of agriculture in the nineties

• Collapse of prices of undiversified products
• Prevailing dependence by compensatory funding for
  agricultural sector
• More and more weak EU financial support
• Unstoppable decrease of jobs in the sector
  (inability to attract young people)

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The situation today

• Meat, milk, cereals and forage cost today as 15
  years ago.
• In the last years the profitability of wine and
  olive oil has strongly decreased
• Despite specific policies, the haemorrhage of
  human resources from agriculture keeps on.
  Examples of Italian Leader areas

• In Piemonte since1990 to 2000 38 farms
  (around 37.000).
• In Basilicata since 95 to 2001 7.000 jobs in
  agriculture (- 25 )

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Which rural territories in 2013?
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Which strategies to add value?
We have to take into account that in 10 years of
radical cultural changes have happened

• In consumers approach
• In policy makers attention
• In producers mentality

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Consumers of 2000

• Curious searching authentic experiences more
  than products
• Realists (very) careful to the quality/price
  relation of the acquired product/service
• Social interested in relationships and
  situations that create community
• And then, informed (very), autonomous (they
  feel like deciding),.. ethical.

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The gastronaut(1) metamodel of a consumptiom
style (1/2)
..about territory

• Territory is a metaphoric place fruit of a
  collective culture that produces symbolic values.
  
• The gastronomic layers are real cultural assets.
  
• Tradition is a successful innovation.
• Landscape preservation is the better territorial
  origin protection for products.
• Globalization also produces diversity. It pushes
  to experiment breaking dominant schemes.

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The gastronaut(1) metamodel of a consumptiom
style (2/2)
. about gastronautic consumer

• "The man is an omnivor that eats meat,
  vegetables, imaginary."
• To eat the territory it designates the tension
  to know and to sniff of the gastronaut.
• The tourist finds, the gastronaut looks for. The
  end of a trip is only the departure of another.

(1) Davide Paolini Carta del gastronauta,
www.gastronauta.com
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Policy makers

• More aware of the value of gastronomic identity
  for the territory
• All careful to tourism (or to the politics to
  improve fruition of the territory)
• Have changed perception on farmers from
  protected (and monitored) category to territorial
  marketing factor

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Wine routes in Italy(2)

• 100 wine routes
• 1.135 municipalities (14 of Italian
  municipalities)
• 4 millions wine tourists (increasing 6 per year)
• 2.000 millions euro of touristic consumption
  connected to wine
• 1.400 public bodies around 6.000 private actors
  involved

(2) IV Rapporto sul Turismo del Vino, Censis
Servizi S.p.a. 2004
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LESSONS FROM THE MOST RESOURCEFUL PRODUCERS (1/2)
Mentality change

• Strongly trust in the Territory or in the
  potential represented by the local patrimony of
  identity and specificity.
• uninhibited frame of mind towards the market.

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LESSONS FROM THE MOST RESOURCEFUL PRODUCERS (2/2)
Change in business orientation

• To develop the local productions that can bring
  added value
• To improve his own professionalism in
  transformation and marketing
• To reach the "valley side" of the food chain to
  directly manage commercial relationships

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Today everyone perceives that the rural territory
is called to answer to new needs

• Of quality and safety of the products
• Of preservation of environmental components as
  biodiversity, cultural identity and landscape,
  otherwise destined to disappear
• Of use of the leisure time and of rural
  experience
• Of residency of more or less temporary kind

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Added value of a product
It is essentially based on 3 categories of
factors
Territorial identity
Local races or varieties
Professionalism of human resources
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Local strategies of added value. Some issues
(1/5).
Qualità Certificazione o fiducia ?
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Fonte monitor alimentare, DOXA 2003
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Local strategies of added value. Some issues
(2/5).
The consumer Client or partner?
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Responsible consumption in Italy(3)

• 36 of consumers pratices kinds of responsible
  purchase
• From 1994 to 2005 the number of solidarity
  purchase groups of citizens (Gas) passed from
  zero to 220
• The association Slow-food has 35.000 members, 360
  clubs e 200 garrisons

(3) Scegliere bene, indagine Iref-ACLI, 2004
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Local strategies of added value. Some issues
(3/5).
Territorial planning Government or governance?
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Italian Wine routes weakness

• Agreement among partners on strategies and
  programs
• Public funds raising
• Quality of welcoming in the firms
• Structural lacks (tasting points and sale
  networks)
• Scarce presence of museums and wine galleries

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Local strategies of added value. Some issues
(4/5).

• Integrated territorial strategies of added value
• Characterization
• Protection
• Valorization

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Local strategies of added value. Some issues
(5/5).
Support to enterprises marketing collective
actions

• Small and tailor made

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Esempi di dimensione di uffici commerciali
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The work of LEADER
It can be reassumed in sustaining a virtuous
triangulation
Use of endogenous resources
Employment for weak targets
Added value creation