adding value to local products leader+ observatory seminar in grosseto / italy 15 february 2006...
TRANSCRIPT
![Page 1: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/1.jpg)
Adding value to local products
Leader+ Observatory Seminar in Grosseto / Italy
15 February 2006
Carlo Ricci
![Page 2: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/2.jpg)
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)
![Page 3: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/3.jpg)
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 %)
![Page 4: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/4.jpg)
Which rural territories in 2013?
![Page 5: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/5.jpg)
Which strategies to add value?
• In consumers approach
• In policy makers attention
• In producers mentality
We have to take into account that in 10 years of radical cultural changes have happened:
![Page 6: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/6.jpg)
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….
![Page 7: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/7.jpg)
The gastronaut(1)
metamodel of a consumptiom style (1/2)
• 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.
……..about territory:
![Page 8: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/8.jpg)
The gastronaut(1)
metamodel of a consumptiom style (2/2)
• "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.
…. about gastronautic consumer:
(1) Davide Paolini “Carta del gastronauta”, www.gastronauta.com
![Page 9: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/9.jpg)
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
![Page 10: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/10.jpg)
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
![Page 11: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/11.jpg)
LESSONS FROM THE MOST RESOURCEFUL PRODUCERS (1/2)
• 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.
Mentality change
![Page 12: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/12.jpg)
LESSONS FROM THE MOST RESOURCEFUL PRODUCERS (2/2)
• 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
Change in business orientation
![Page 13: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/13.jpg)
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
![Page 14: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/14.jpg)
Added value of a product
It is essentially based on 3 categories of factors:
Territorial identity
Professionalism of human resources
Local races or varieties
![Page 15: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/15.jpg)
Qualità:Certificazione o fiducia ?
Local strategies of added value. Some issues (1/5).
![Page 16: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/16.jpg)
0% 20% 40% 60%
Importanza
1
Fa
tto
riPrincipali fattori di affidabilità di un prodotto
tipico secondo i consumatori italiani
Fiducia nel luogod'acquisto
Fiducia nel produttore +Esperienza azienda
Controlli
Qualità materie prime +fiducia nella zona diproduzione
Fonte: monitor alimentare, DOXA 2003
![Page 17: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/17.jpg)
The consumer:Client or partner?
Local strategies of added value. Some issues (2/5).
![Page 18: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/18.jpg)
“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
![Page 19: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/19.jpg)
Territorial planning:Government or governance?
Local strategies of added value. Some issues (3/5).
![Page 20: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/20.jpg)
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
![Page 21: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/21.jpg)
Integrated territorial strategies of added value:
• Characterization
• Protection
• Valorization
Local strategies of added value. Some issues (4/5).
![Page 22: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/22.jpg)
Support to enterprises marketing collective actions:
Local strategies of added value. Some issues (5/5).
• Small and “tailor made”
![Page 23: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/23.jpg)
Organismo N. Funzioni Giro d’affariSapori dei Pirenei 1
1
1
DirettoreResponsabile GDOSegreteria 2 mln EURO
Produttori di Senna e Marna
10,7
DirettoreSegreteria 0,6 “ “
Bia Na Rì 10,5
DirettoreSegreteria 0,2 “ “
Agrupacion (Valle del Jerte)
11
DirettoreSegreteria 0,6 “ “
Agronatura 0,50,5
DirettoreSegreteria 0,3 “ “
Esempi di dimensione di uffici commerciali
![Page 24: Adding value to local products Leader+ Observatory Seminar in Grosseto / Italy 15 February 2006 Carlo Ricci](https://reader030.vdocuments.site/reader030/viewer/2022020717/56649dbc5503460f94aadb46/html5/thumbnails/24.jpg)
It can be reassumed in sustaining a virtuous triangulation:
The work of LEADER
Use of endogenous resources
Added value creation
Employment for “weak” targets