Geographical IndicationsProtection does not mean economic impacts

What to do to make money from Geographical Indication once protected?

Topics of the day

• Commercialisation of the products with the GI

• Which products forwhich markets?

• Group exercice on CoP content

• Follow the different phases of the processthrough the Case study L’Etivaz PDO

The origin-linked quality virtuous circle

Remuneration

• 3rd step of the origin-linked quality virtuous circle

– Marketing

• Strategic marketing

• Marketing mix

– Organisation

Remuneration

• Coordinating GI producers to create value for consumers and income for producers:

1. Supply chain organisation

2. Marketing

What are the reasons why consumersdecide to buy a product ?

① Price

② Organoleptic Quality (taste, appearance)

③ Origin

④ Environmentally friendly

⑤ Ethic, Social

Protected Signs of Origin

• Identified area of production (Origin)

• Tipical products (Taste)

Public voluntary standard

Turn-over in millions Swiss Francs of products with sustainable labels (PDO/PGI, Organic, Biodiversity, Fair trade, Community development) in Coop Switzerland

Carrefour

Organic products Fair Trade products

Remuneration

1. Supply chain organisation

• Collective organisation to support the GI system at all stages. • Common asset: GI reputation. QUALITY CONTROL• Structure: representatives of all stakeholders of the GI production

system (producers, processors, retailers,…). JOINT STRATEGY WITH FAIR DISTRIBUTION OF THE ADDED VALUE

• Roles: help reach agreements among producers on production and marketing issues, manage the control system, collective market promotion. CONTROL OF MARKETING CHANNELS

L’Etivaz supply chain: milk producers, cheese makers, ripeners. All represented in an inter-professional body.

Remuneration

2. Marketing

• The marketing plan includes all tasks needed to sell. • 2 parts: 1. Strategic marketing: defines market objectives on the basis

of potentials, limitations, market characteristics, competitors. Answers the questions: Who to sell to? Where to sell? Based on market analysis.

2. Operational marketing: looks at implementing the strategy. Answers the questions: How to sell? When to sell?

L’Etivaz is sold across the country and also abroad through different channels and with a strong image.

How to increase sales and income• 4 groups of 7/8 people• Group 1: What are the current markets? What are the

price and quality conditions and other requirements? • Group 2: What are the target markets ? Which

products ? • Group 3: What are the challenges for the cooperative

to better control marketing channels? Can the cooperative integrate all or the majority of the producers?

• Group 4: Obladcinska Visnja has a reputation for the following qualities:

• Each group has 20 minutes to agree on the question

Reproduction of local ressources

• 4th step of the origin-linked quality virtuous circle

Reproduction of local ressources

• Natural and human resources used in the GI system must be reproduced, improved and preserved in order to have a long-term sustainable system.

• Economic component: fair distribution of the value created

• Environmental component: preservation or improvement of the natural resources

• Social and cultural component: promoting traditions and the cultural heritage, reinforcing the sense of local identity, fighting rural exodus.

Reproduction of local ressources

• GIs can enhance local development with positive benefits for the whole community (restaurants, guesthouses, tourism activities)

Impact of L’Etivaz registration:∙ structuring of the producers collective action∙ maintenance of an agricultural activity in the

mountains, local identity∙ Milk can be sold for a better price∙ Ecosystem preservation∙ Maintenance of mountain chalets, open prairies

Public policies

• Creating conditions for the development of GIs

– Legal framework

– Financial incentives

EXERCISE

How can Obladcinska Visnja improve wealth of people part of the community who are not producers?

Are they risks if increase of Obladcinska Visjna growing?

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