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Promotion of mountain quality produce and rural areas

« Strategic information for the development of agricultural quality products in European mountain

areas » - 5th RTD Frammework Programme

Kristiina URPALAINEN, Director

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Who is Euromontana?

• An association made of a wide network from East, West and Central Europe:

45 Organisations from 16 European Countries

• A diverse and multi-sectoral field of competence :regional development agencies, local authorities, agriculture

organisations, environmental agencies, forestry organisation and research institutes.

• Its mission : promoting sustainable development and quality of life in mountain areas:

Throughout exchanges of experience, dissemination of strategic information, studies and conferences

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Reasons for the development of this programme?

• Disadvantages of mountain areas

- Fragmented Settlements- Severe climatic and physical conditions for agriculture- Harder conditions for production and transport throughout the year- High costs of production and transport

• Impact

- Depopulation - Ageing population- Threatened culture craft language – loss of positive externalities –

collapse of economic fabric

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Reasons for the development of this programme?

• Single comparative advantage- Currently surviving unique diversity- Globalisation (can benefit the mountain areas)- Demand for differentiation of product

- Under-pinning survival of mountain farming – preserving positive externalities – securing economic survival

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Context of the programme• 5th Framework Programme for

Research and Technological Development

• 2-year project : October 2002 – September 2004

• 13 partners from 8 European countries

• 10 study areas

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The 10 study areas of the project

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Products from Mountain areas

Consumers TouristsCivil society

Farmers and entreprisers+

the local economy from mountain areas

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Plan of the presentation

I – Results of the project

II – Outputs of the project

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Results

I. The « quality » features of mountain food products in Europe

II. Strategies for the organisation of commodity chains

III. Types of designation of, promotion of, and communication on mountain products

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1/ Quality features of mountain products

QUALITIES of mountain products

Conditions of production/ process and environment

Intrinsic quality

- Traditional species- Biodiversity in flora- Land use/ extensive prod.- Fresh waters- Traditional process - Use of natural and local resources- Traditional practices

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2/ Strategies for mountain food products : 2 large categories

« « Unique product,Unique product,

Specific know how Specific know how  » »

« Natural conditions,

Particular environnement. »

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3/ Labelling, promotion and communication

• Community designations (PDO, PGI, Organic)

– NOT MUCH USED IN GENERAL (depends of type of products and regions)

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3/ Labelling, promotion and communication

• Certification brands and umbrella private trademarks

– MORE USED

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3/ Labelling, promotion and communication

• «generic» communication on mountain and communication on a territory

– FEW GENERIC COMMUNICATION IDENTIFIED

– MORE COMMUNICATION ON A TERROTORY (Savoie, Basque Country, ….)

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Conclusions

High range of diversity at various levels (biologic, cultural, environmental, in terms of practices, knowledge, values, know-how …)

A need for the raising of awareness of consumers but also of producers and tourists of the high value of mountainous environment and practices for society and the future generations

A need to encourage and promote dynamic initiatives coming from local producers and populations so as to maintain and develop mountain food products and sustainable mountain development

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Plan of the presentation

I – Results of the project

II – Outputs of the project

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Proposal for a European Charter for mountain quality food products

• Background issues:– Absence of official definitions of “mountain

product” in the majority of member states but there is a risk of the development of differentiated definitions

– The promise to consumers implied by the use of the word ‘mountain’ on products should not disappoint. The word « mountain » enjoys a very positive perception among consumers;

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Proposal for a European Charter for mountain quality food products

– Agricultural and food production is more costly in mountain areas => need for higher added-value products

– The need to support and promote production systems with high positive externalities (on the landscapes, the development of the rural economy, the maintenance of cultural heritage, biodiversity etc.).

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General objectives of the Charter:

• To become a common reference text in Europe about mountain food products and their values to producers, consumers and the society

• To create synergies between national and local initiatives and between countries in Europe

• To promote the development of quality food products as specified in the charter to favour living mountains

The charter and its related issues received a favourable endorsement from the participants at the final conference in Cordoba (June 2004)

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5 principles of the Charter

» The raw material should come from a mountain area

» The process should be done in mountain areas» The production should take into account the social

and environmental concerns» Productions should maintain and promote the

biodiversity and the heritage of mountain areas» Producers should at any time be able to guarantee

transparency of information to consumers

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Thank you for your attention !