GIs products, governance
and price dynamics: Some
evidence from Italy.
Filippo Arfini
Department of Economics, University of Parma, Italy
[email protected]
FAO, Rome, May 24 2010
Dop, Igp e Stg un lungo dibattito legislativo
- Wile “typical products” are the results of
the interactions between people and
their territory DO, GI and PDO / PGI are
the results of legislative actions;
- Their function is to protect producers
and consumers but also to promote
rural development;
- The low systems that protect and make
visible GI products to consumers can
be considered a successful tool also for
producers?
PDO / PGI products: a very hot debate …
- GI are the result of collective actions;
- GI reputation is related to quality,
but … quality is the result of
collective, corporate choice and
coordination;
- Quality, commercial strategy and
governance are key factor for reach
efficiency on the market...
- Which typology of GI exist?
- Which Marketing problems arise?
- Which actor should take decisions?
Contents
-
The PDO/PGI link with the
territory of origin;
-
The role of protection
associations;
-
The economic aspects and
marketing strategies;
-
A tentative of classification of
Italian GI;
-
Conclusion.
The PDO/PGI link with the territory of origin
PDO per province
PGI per province
The PDO/PGI link with the territory of origin
Olive Oil
Horticulture and
cereal
Cheese
The PDO/PGI link with the territory of origin
The majority of Designations (89 PDO and 51
PGI) are based within a single Region.
There are also cases where the typical area
cover more regions for …historical, economic
and … political reasons.
The PDO/PGI link with the territory of origin
Numbers of
regions
Regions involved
Asiago
2
Prov. aut. di Trento, Veneto
Gorgonzola
2
Piemonte, Lombardia
Montasio
2
Veneto, Friuli Venezia Giulia
Parmigiano Reggiano
2
Emilia Romagna, Lombardia
Pecorino Romano
3
Toscana, Lazio, Sardegna
Pecorino Toscano
3
Toscana, Umbria, Lazio
3
Lombardia, Veneto, Piemonte
Mozzarella di Bufala
Campana
4
Campania, Lazio, Molise e Puglia
Provolone Valpadana
4
Prov. aut. di Trento, Lombardia, Veneto, Emilia
Romagna
Caciocavallo Silano
5
Calabria, Campania, Molise, Puglia, Basilicata
Grana Padano
5
Emilia Romagna, Lombardia, Piemonte, Prov.
aut. di Trento, Veneto
11
Abruzzo, Emilia Romagna, Friuli-Venezia Giulia,
Lazio, Lombardia, Marche, Piemonte, Toscana,
Umbria, Molise, Veneto
PDO Products
Taleggio
Salamini italiani alla
cacciatora
Category
Cheese
Based product
meat
The PDO/PGI link with the territory of origin
PGI Products
Category
Cotechino
Modena
Zampone
Modena
Salame
Cremona
Mortadella
Bologna
Based product
meat
Vitellone bianco
dell’Appennino
Centrale
Fresh meat
Numbers of
regions
Regions involved
3
Emilia Romagna, Lombardia, Veneto,
3
Emilia Romagna, Lombardia, Veneto,
4
Lombardia, Emilia Romagna, Piemonte e Veneto
8
Emilia Romagna, Piemonte, Lombardia, Veneto,
Marche, Lazio, Prov. Aut. Trento, Toscana
8
Emilia Romagna, Toscana, Marche, Abruzzo,
Molise, Campania, Lazio, Umbria
Which are the implications for:
-Link whit the territory;
-Link whit the agricultural phase;
-Link whit the local production system;
-Perceived quality and market destination;
-Governance and marketing;
The role of protection associations
Organization applying for designation
140
76%
120
100
80
PGI
PDO
60
40
14%
6%
20
3%
1%
1%
0
Consortia
Association
Committees
Cooperatives
Producer
Associations
Private firms
The role of collective organizations: the
representativenes of the supply - chain
Firms
registered
total supply
in
chain
Association
s
Farms
Industries
(dairies,
factories,
etc...)
(a)
84.259
(b)
4.667
(c)
88.926
69
382
62
Incidence
%
Firms with
certified
product
Incidence
%
(d)
8.310
(d/c)
9,3
(e)
8.337
(e/c)
9,4
451
328
72,7
235
52,1
15
77
54
70,1
48
62,3
6.621
265
6.886
406
5,9
390
5,7
37.111
33.704
2.297
1.618
39.408
35.322
3.045
4.109
7,7
11,6
1.977
1.086
5,0
3,1
6.583
76
6.659
246
3,7
4.520
67,9
3
106
28.197
3.576
13
1
1.912
679
16
107
30.109
4.255
20
102
24.295
2.685
125,0
95,3
80,7
63,1
13
68
6.268
2.697
81,3
63,6
20,8
63,4
38
188
226
128
56,6
127
56,2
10.251
627
10.878
10.465
96,2
261
2,4
Fruit, veg.
and cereals
14.332
418
14.750
11.017
74,7
3.183
21,6
Total
112.456
6.579
119.035
32.605
27,4
14.605
12,3
Product
category
PDO
Balsamic
Vinegar
Other meat
products
Processed
meat
Cheese
Olive Oils
Fruit,
vegetables
and cereals
Bread
Spices
PGI
Fresh meat
Processed
meat
Olive Oils
The role of Consortia: remarks
Some PDO/PGI products refer to niche markets; some others are
“large-scale” productions.
The role of Consortia depends upon the characteristics of the
PDO/PGI supply chain.
Consortia do not necessarily represent all the producers of the
primary sector.
Consortia represent only some part of the supply chain.
Consortia are not producer organisations.
Consortia are not inter-professional organisations.
Consortia cannot plan the production volumes.
Specific actions of Consortia and
marketing problems
In red: responsibility of
collective action
Product
Marketing
mix
Distribution
• Retail channel
• Retail strategies …
• Quality,
• Name and
brand,
Packaging,
• Certification,
• Services,
Market
Communication
Price
• Discounts
• Payment
conditions,
• Etc.
• Collective promotion
• Retail promotion
• Direct marketing
The role of collective organisations: the
marketing strategies
collective brands versus firm brands
The economic aspects and marketing
strategies
Gross Saleable
Production at
production level
(Euro)
PDO
Balsamic Vinegar
4.207.291.547
GSP per firm
(Euro)
(member of
Consortia)
1.011.323
Standard
deviation of GSP
per firm (Euro)
1.786.041
8.500.000
20.793
12.000
850.000
15.741
-
Processed meat
1.233.769.215
1.035.163
2.105.737
Cheese
2.767.630.411
1.529.089
1.623.137
36.468.822
16.692
157.943.100
1.852.137
Bread
1.800.000
90.000
Spices
330.000
4.722
Other meat products
Olive oils
Fruit, vegetables and cereals
PGI
Fresh meat
Processed meat
Olive Oil
Fruit, vegetables and cereals
Total
728.021.623
1.062.003
33.000.000
14.300
493.809.380
3.456.065
37.553.152
3.588
163.659.091
43.086
4.935.313.171
1.028.601
22.790
4.127.318
2.750
2.324.591
8.864
3.172.669
100.138
1.979.559
The economic aspects and marketing
strategies
Designatio
ns
PDO
PDO
PDO
PDO
Product
Volume of sales
(€)
% of Total
Cumulative %
Grana Padano (cheese)
Prosciutto di Parma (ham)
Parmigiano Reggiano (cheese)
Mozzarella di Bufala Campana
(cheese)
Prosciutto di S. Daniele (ham)
Gorgonzola (cheese)
Mortadella Bologna (processed meat)
950,000,000
850,000,000
827,300,000
19.2
17.2
16.8
19.2
36.5
53.2
300,000,000
6.1
59.3
300,000,000
200,000,000
200,000,000
6.1
4.1
4.1
65.4
69.4
73.5
Bresaola della Valtellina (processed
meat)
Mela Val di Non (apples)
165,000,000
3.3
76.8
157,000,000
3.2
80.0
Mela Alto Adige o Sudtiroler Apfel
(apples)
Pecorino Romano (cheese)
Asiago (cheese)
Fontina (cheese)
120,000,000
2.4
82.5
105,175,936
95,000,000
93,370,725
2.1
1.9
1.9
84.6
86.5
88.4
Speck dell’ Alto Adige (processed
meat)
PDO
Provolone Valpadana (cheese)
Other Pdo products
91,000,000
1.8
90.2
41,697,000
0.8
91.1
287,747,886
5.8
6.7
152,021,623
3.1
3.1
4,935,313,171
100.0
PDO
PDO
PGI
PGI
PDO
PGI
PDO
PDO
PDO
PGI
Other Pgi products
Total
The economic aspects and marketing
strategies
The power on the role of collective brand
The economic aspects and marketing
strategies
collective brands versus firm brands
The economic aspects and marketing
strategies
Factors that contribute to influencing the adoption of a
collective trademark policy “against” a company brand policy .
 The size of the companies compared to the competitors of
the reference market and the presence of leader
companies in the market segment.
 The level of homogeneity of the companies making up the
Consortium.
 The added value of the product and the sector of the
supply chain involved.
 Precise strategic choices and/or marketing policies.
The characteristics of reference market, supply chain and the
capacity of the companies are influencing the Consortium
strategies.
The economic aspects and marketing
strategies
Retail channel and product category.
(Source: our elaboration of Qualivita data 2008)
Direct
selling
PDO
Balsamic Vinegar
Other meat products
Processed meat
Cheese
Olive Oil
Fruit, vegetables and cereals
Bakery products
Spices
PGI
Fresh meat
Other meat products
Olive Oil
Fruit, vegetables and cereals
Total
26
25
5
8
24
45
32
11
13
16
0
20
20
17
23
Mod.
Domesti
Traditio
Ho.Re.C
dristribu
c
Export
nal
a
tion
Market
25
39
10
86
15
59
11
5
45
55
5
90
0
100
0
30
53
9
94
6
29
39
8
87
13
14
24
17
80
20
18
48
3
81
19
11
74
5
95
5
59
10
18
93
8
18
56
10
89
11
24
71
6
100
0
19
47
14
89
12
5
70
5
40
60
18
55
10
91
9
23
44
10
87
13
EU
Non
EU.
52
51
0
62
52
55
29
100
40
32
0
68
28
30
45
48
50
100
38
48
45
72
0
60
68
0
33
72
70
55
The economic aspects and marketing
strategies
Average Price of
Production
(€/kg-l)
Average Price
of Sale on the
prevailing
channel
(€/kg-l)
Increase
(€)
Increase
(%)
20-40%
0,85
1,33
0,5
55,9
Mela Alto Adige o Sudtiroler Apfel (apples)
0,60
0,90
0,3
50,0
Mela Val di Non (apples)
1,10
1,75
0,7
59,1
40-60 %
6,10
11,47
5,4
88,0
Asiago (cheese)
4,27
9,36
5,1
119,2
15,00
27,50
12,5
83,3
Gorgonzola (cheese)
4,05
9,37
5,3
131,4
Mozzarella di Bufala Campana (cheese)
7,50
13,00
5,5
73,3
Parmigiano Reggiano (cheese)
8,44
12,46
4,0
47,6
Pecorino Romano (cheese)
4,30
8,25
4,0
91,9
Provolone Valpadana (cheese)
4,60
9,95
5,4
116,3
60-80 %
9,96
23,46
13,5
135,6
Prosciutto di Parma (ham)
7,42
26,64
19,2
259,0
12,50
25,75
13,3
106,0
Speck dell’Alto Adige (processed meat)
n.a.
18,00
-
-
80-100 %
5,52
10,19
4,7
84,6
Grana Padano (cheese)
5,52
10,19
4,7
84,6
Total
5,89
11,80
5,9
100,3
Product Volume commercialized at Gdo
(First 15 products per turnover)
Bresaola della Valtellina (processed meat)
Prosciutto di San Daniele (ham)
The economic aspects and marketing
strategies
Product category
(Niche productions)
PDO
Average Price
of Production
(€/kg-l)
Average Price
of Sale on the
prevailing
channel
(€/kg-l)
Increase
(€)
Increase
(%)
10,5
18,6
8,0
76,3
45,0
87,5
42,5
94,4
8,3
11,0
2,7
33,2
12,5
24,3
11,8
93,9
Cheese (kg)
7,0
11,9
4,9
70,9
Olive Oil (l.)
11,4
15,8
4,4
39,0
Fruit, vegetables and cereals (kg)
4,3
7,1
2,8
66,0
Bread (kg)
1,8
2,3
0,5
27,8
Spices (gr.)
7,5
9,0
1,5
20,3
PGI
4,6
8,5
3,9
83,9
Fresh meat (kg)
6,1
14,0
7,9
129,6
Processed meat (kg)
12,5
23,0
10,5
84,0
Olive Oil (l.)
10,4
12,0
1,6
15,4
Fruit, vegetables and cereals (kg)
3,6
7,4
3,8
105,8
Total
8,7
15,9
7,2
83,4
Balsamic Vinegar (bott. 100 ml)
Other meat products (kg)
Processed meat (kg)
The economic aspects and marketing
strategies
Product category / Volume of
products trade by big retailers
(in %)
Dop
Processed meat
0-20
40-60
60-80
80-100
Cheese
0-20
20-40
40-60
60-80
80-100
Olive oil
0-20
20-40
40-60
60-80
80-100
Horticulture
0-20
40-60
80-100
Average Price
of Production
(€/kg-l)
11,0
13,8
20,7
13,3
8,8
12,0
8,2
8,5
8,3
8,4
6,3
6,9
10,1
10,7
9,8
9,4
12,0
7,2
3,7
5,5
4,2
1,4
Average Price of
Sale on the
Increase (€)
prevailing channel
(€/kg-l)
18,2
23,4
29,5
24,3
18,2
20,9
12,8
12,1
10,1
13,9
12,9
9,2
14,6
14,8
14,8
14,7
15,9
8,0
6,0
6,5
9,5
2,0
7,2
9,7
8,8
11,0
9,4
8,9
4,6
3,6
1,9
5,5
6,6
2,3
4,5
4,1
5,0
5,2
3,9
0,8
2,3
1,0
5,3
0,6
Increase
(%)
65,4
70,3
42,5
82,5
107,1
74,5
56,2
42,3
22,4
64,9
103,4
33,6
44,6
37,8
50,7
55,3
32,4
11,4
62,2
18,2
126,2
42,9
The economic aspects and marketing
strategies
Product category / Volume of products trade by big
retailers (in %)
Production
Retail price
price
(€/kg-l)
(€/kg - l)
Margin
(in euro )
Margin
( in % )
PGI
5,1
9,3
4,2
81,8
Processed meat
10,3
21,5
11,2
109,3
0-20
18,0
50,0
32,0
177,8
60-80
11,0
21,0
10,0
90,9
Olive oil
10,0
12,0
2,0
20,0
80-100
10,0
12,0
2,0
20,0
Horticulture
4,3
7,7
3,5
81,1
0-20
7,9
12,8
4,9
62,1
20-40
12,3
18,2
5,8
47,3
40-60
1,7
2,7
1,0
56,1
60-80
2,2
4,3
2,0
91,1
80-100
2,6
5,3
2,7
102,9
Others products: total
9,0
15,2
6,2
68,8
A tentative of classification of Italian GI
By non-hierarchical methodology based on k-means five indices
applied to 98 Designations were obtained (R2= 0.75):
•
Cluster 1) Ratio between the number of companies with
certified product and the total companies registered with
protection consortia or associations (in %); Coordination;
•
Cluster 2) Ratio between the consumer price in the
prevalent channel and the production price (in %); Market
efficiency
•
Cluster 3) Volume of certified product sold by direct sales
channel (in %); Market channel;
•
Cluster 4) Volume of certified product sold by traditional
sales channel (in %); Market channel;
•
Cluster 5) Volume of certified product sold by modern
distribution sales channel (in %); Market channel.
A tentative of classification of Italian GI
1 High Value Chain
Processed
Cheese
meat
PDO
PDO
13
3
2
2 Traditional retail
TOTAL CLUSTER 1
TOTAL CLUSTER 2
Balsamic Processed
Cheese
vinegar
meat
PDO
32
2
3 Modern Distribution
Others
TOTAL CLUSTER 3
meat
products
PDO
41
1
4 Direct sales
TOTAL CLUSTER 4
11
1
Fruit, vegetables
and cereal
Spices
PDO
PDO
PDO
PGI
PDO
6
10
5
2
6
1
Fresh
meat
PGI
1
Cheese
Olive oil
PDO
2
PDO
5
Fruit, vegetables
and cereal
PDO
1
Olive oil
PDO
5 Quality control and traditional retail
TOTAL CLUSTER 5
Fruit, vegetables
and cereal
PDO
PGI
2
6
Processed meat
PDO
4
PGI
4
Fruit, vegetables
and cereal
PDO
1
PGI
3
Cheese
PDO
7
Olive oil
PDO
7
PGI
1
Fruit, vegetables
and cereal
PDO
2
PGI
13
Bread
PDO
1
A tentative of classification of Italian GI
1 High Value Chain
Processed
Cheese
meat
PDO
PDO
13
3
2
2 Traditional retail
TOTAL CLUSTER 1
TOTAL CLUSTER 2
Balsamic Processed
Cheese
vinegar
meat
PDO
32
2
3 Modern Distribution
Others
TOTAL CLUSTER 3
meat
products
PDO
41
1
4 Direct sales
TOTAL CLUSTER 4
11
1
Fruit, vegetables
and cereal
Spices
PDO
PDO
PDO
PGI
PDO
6
10
5
2
6
1
Fresh
meat
PGI
1
Cheese
Olive oil
PDO
2
PDO
5
Fruit, vegetables
and cereal
PDO
1
Olive oil
PDO
5 Quality control and traditional retail
TOTAL CLUSTER 5
Fruit, vegetables
and cereal
PDO
PGI
2
6
Processed meat
PDO
4
PGI
4
Fruit, vegetables
and cereal
PDO
1
PGI
3
Cheese
PDO
7
Olive oil
PDO
7
PGI
1
Fruit, vegetables
and cereal
PDO
2
PGI
13
Bread
PDO
1
C3 Bresaola della Valtellina (dried beef), Gorgonzola cheese, Grana
Padano cheese, La Bella della Daunia (olives), Parmigiano Reggiano
cheese, Pecorino Toscano cheese, Pomodoro di Pachino (tomatoes),
Prosciutto di S. Daniele (ham), Riso Nano Vialone Veronese (rice),
Salamini italiani alla cacciatora (mini salamis), Speck dell' Alto Adige
(smoked ham), Uva da tavola di Canicattì (grapes),.
A tentative of classification of Italian GI
1 High Value Chain
Processed
Cheese
meat
PDO
PDO
13
3
2
2 Traditional retail
TOTAL CLUSTER 1
TOTAL CLUSTER 2
Balsamic Processed
Cheese
vinegar
meat
PDO
32
2
3 Modern Distribution
Others
TOTAL CLUSTER 3
meat
products
PDO
41
1
4 Direct sales
TOTAL CLUSTER 4
11
1
Fruit, vegetables
and cereal
Spices
PDO
PDO
PDO
PGI
PDO
6
10
5
2
6
1
Fresh
meat
PGI
1
Cheese
Olive oil
PDO
2
PDO
5
Fruit, vegetables
and cereal
PDO
1
Olive oil
PDO
5 Quality control and traditional retail
TOTAL CLUSTER 5
Fruit, vegetables
and cereal
PDO
PGI
2
6
Processed meat
PDO
4
PGI
4
Fruit, vegetables
and cereal
PDO
1
PGI
3
Cheese
PDO
7
Olive oil
PDO
7
PGI
1
C2 Aceto Balsamico Tradizionale
di Modena (balsamic vinegar),
Asiago (cheese), Brisighella (olive
oil), Caciocavallo Silano (cheese),
Mozzarella di Bufala Campana
(cheese),
Fruit, vegetables
and cereal
PDO
2
PGI
13
Bread
PDO
1
A tentative of classification of Italian GI
1 High Value Chain
Processed
Cheese
meat
PDO
PDO
13
3
2
2 Traditional retail
TOTAL CLUSTER 1
TOTAL CLUSTER 2
Balsamic Processed
Cheese
vinegar
meat
PDO
32
2
3 Modern Distribution
Others
TOTAL CLUSTER 3
meat
products
PDO
41
1
4 Direct sales
TOTAL CLUSTER 4
11
1
Fruit, vegetables
and cereal
Spices
PDO
PDO
PDO
PGI
PDO
6
10
5
2
6
1
Fresh
meat
PGI
1
Cheese
Olive oil
PDO
2
PDO
5
Fruit, vegetables
and cereal
PDO
1
Olive oil
PDO
5 Quality control and traditional retail
TOTAL CLUSTER 5
Fruit, vegetables
and cereal
PDO
PGI
2
6
Processed meat
PDO
4
PGI
4
Cheese
PDO
7
Olive oil
PDO
7
PGI
1
Fruit, vegetables
and cereal
PDO
2
PGI
13
Bread
PDO
1
Fruit, vegetables
and cereal
PDO
1
PGI
3
C4 Alto Crotonese (olive oil), Canino (olive oil), Carciofo Romanesco del
Lazio (artichokes), Collina di Brindisi (olive oil), Fagiolo di Lamon della
Vallata Bellunese (beans), Formai de Mut dell' Alta Valle Brembana
(cheese), Marrone di San Zeno (marron-chestnuts), Molise (olive oil),
Murazzano (cheese), Scalogno di Romagna (shallots).
A tentative of classification of Italian GI
1 High Value Chain
Processed
Cheese
meat
PDO
PDO
13
3
2
2 Traditional retail
TOTAL CLUSTER 1
TOTAL CLUSTER 2
Balsamic Processed
Cheese
vinegar
meat
PDO
32
2
3 Modern Distribution
Others
TOTAL CLUSTER 3
meat
products
PDO
41
1
4 Direct sales
TOTAL CLUSTER 4
11
Fruit, vegetables
and cereal
PDO
PGI
2
6
Olive oil
1
Spices
PDO
PDO
PDO
PGI
PDO
6
10
5
2
6
1
Fresh
meat
PGI
1
Cheese
Olive oil
PDO
2
PDO
5
Processed meat
PDO
4
PGI
4
Fruit, vegetables
and cereal
PDO
1
PGI
3
Fruit, vegetables
and cereal
PDO
1
Fruit, vegetables
and cereal
PDO
5 Quality control and traditional retail
TOTAL CLUSTER 5
C1. Fiore Sardo (cheese), Fungo di Borgotaro (mushrooms), Kiwi Latina,
Limone Costa d'Amalfi (lemons), Prosciutto di Modena (ham), Prosciutto di
Parma (ham), Prosciutto Toscano (ham).
C5 Mela Val di Non
Cheese
PDO
7
Olive oil
PDO
7
PGI
1
Fruit, vegetables
and cereal
PDO
2
PGI
13
Bread
PDO
1
A tentative of classification of Italian GI
1 High Value Chain
Processed
Cheese
meat
PDO
PDO
13
3
2
2 Traditional retail
TOTAL CLUSTER 1
TOTAL CLUSTER 2
Balsamic Processed
Cheese
vinegar
meat
PDO
32
2
3 Modern Distribution
Others
TOTAL CLUSTER 3
meat
products
PDO
41
1
4 Direct sales
TOTAL CLUSTER 4
11
Fruit, vegetables
and cereal
PDO
PGI
2
6
Olive oil
1
Spices
PDO
PDO
PDO
PGI
PDO
6
10
5
2
6
1
Fresh
meat
PGI
1
Cheese
Olive oil
PDO
2
PDO
5
Processed meat
PDO
4
PGI
4
Fruit, vegetables
and cereal
PDO
1
PGI
3
Fruit, vegetables
and cereal
PDO
1
Fruit, vegetables
and cereal
PDO
5 Quality control and traditional retail
TOTAL CLUSTER 5
C1. Fiore Sardo (cheese), Fungo di Borgotaro (mushrooms), Kiwi Latina,
Limone Costa d'Amalfi (lemons), Prosciutto di Modena (ham), Prosciutto di
Parma (ham), Prosciutto Toscano (ham).
C5 Mela Val di Non
Cheese
PDO
7
Olive oil
PDO
7
PGI
1
C2 Aceto Balsamico Tradizionale
di Modena (balsamic vinegar),
Asiago (cheese), Brisighella (olive
oil), Caciocavallo Silano (cheese),
Mozzarella di Bufala Campana
(cheese),
Fruit, vegetables
and cereal
PDO
2
PGI
13
Bread
PDO
1
C3 Bresaola della Valtellina (dried beef), Gorgonzola cheese, Grana
Padano cheese, La Bella della Daunia (olives), Parmigiano Reggiano
cheese, Pecorino Toscano cheese, Pomodoro di Pachino (tomatoes),
Prosciutto di S. Daniele (ham), Riso Nano Vialone Veronese (rice),
Salamini italiani alla cacciatora (mini salamis), Speck dell' Alto Adige
(smoked ham), Uva da tavola di Canicattì (grapes),.
C4 Alto Crotonese (olive oil), Canino (olive oil), Carciofo Romanesco del
Lazio (artichokes), Collina di Brindisi (olive oil), Fagiolo di Lamon della
Vallata Bellunese (beans), Formai de Mut dell' Alta Valle Brembana
(cheese), Marrone di San Zeno (marron-chestnuts), Molise (olive oil),
Murazzano (cheese), Scalogno di Romagna (shallots).
Conclusion
• Do exist a rather varied picture of GI products, where
designation of origin, as such, provides only partial
information to consumers and is certainly not a guarantee
of success;
• The distinction between PDO and PGI is not relevant in
term of market efficiency, while is important product
differentiation;
• PDO / PGI food chains need commercial strategy and
coordination;
• Which organization should act in order to improve the
market efficiency of GI producers on modern market?