http://www.eastagri.org/meetings/docs/meeting53/Identification%20of%20potentials%20-%20webptools.ppt FAO methodology and web tool (english)

1. Identification of potentials
Methodology and webtool
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2. OutlineOutline
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1. General presentation of the methodology
2. Establishing terms of references and the large
inventory, steps 1-2
3. Criteria for identification and web tool, step 3-4
4. Archetypes and action plan, step 5

3. What is this methodologyWhat is this methodology
about?about?
 Objectives
 Methodology Entry points
 5-steps process
 Actors
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4. Background
 Stakeholders and policy-makers in agricultural and rural
development wonder about the existence of an agricultural
and food heritage and the possibility of developing a strategy
based on the optimization of local products to support
territorial development.
 Similarly, within a given zone, local stakeholders may hope to
identify their potential for optimizing their product in terms of
origin-linked quality.
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5. 1. Identification: local awareness
and assessment of potentials
2. Product qualification: setting
up of the rules: the code of
practice
3. Product remuneration:
managing the system marketing
the products
4. Local resources reproduction:
assessment for ensuring system
sustainability
Public policies: support
activities along the circle to
enhance sustainable GIs
Origin-linked Quality Virtuous CircleOrigin-linked Quality Virtuous Circle

6. Objectives of the methodologyObjectives of the methodology
“...to provide an approach based on the identification of
origin-linked products to be used as levers for sustainable
rural development through the quality virtuous circle they
rise”
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 To propose a set of criteria for analyzing:
1. the potential for entering the virtuous circle
→ Existence of origin-linked quality
2. the potential for capitalizing on this origin-linked quality
→ Economic development and heritage preservation
 To propose a general inventory procedure for
regional/national level global policy

7. Promoters and users
Target: the public and private stakeholders who need to
identify the potential of their product(s) to contribute to
the sustainable development of their zone:
 at the level of a region or country (for carrying out an
inventory) in the framework of a global rural development
policy
 In a territory, the specific production area concerned by a
product.
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8. 2 Entry Points2 Entry Points

9. Product Assessment
through Web Tool
Product Assessment
through Web Tool
5 Steps in the global approach

10. Web tool user in consultation
with local actors who know
the product well
Web tool user in consultation
with local actors who know
the product well
Public decision-
makers at a
global level
– Decision-makers of the
concerned region (or
country)
–Regional Manager
Public decision-
makers at a
global level
– Decision-makers of the
concerned region (or
country)
–Regional Manager
Group of
experts
covering the
various
spheres of
expertise
Group of
experts
covering the
various
spheres of
expertise
Local Public
Actors
– Decision-makers
from the
territory of the
pilot products
Local Public
Actors
– Decision-makers
from the
territory of the
pilot products
Local Actors
–Value-chain actors
–Producers’ organisations
–Representatives of cultural
interests, consumers and
environmental protection (if
necessary)
Local Actors
–Value-chain actors
–Producers’ organisations
–Representatives of cultural
interests, consumers and
environmental protection (if
necessary)
Actors involved

11. Step 1 and 2Step 1 and 2
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12. Step 1
Definition by policy-makers of the terms of
references of the global strategy for the
region or country concerned
Definition of :
 The roles to be played by each stakeholder, public or
private,
 The long-term goals for the zone, the objectives to be
achieved
 The resources (human, financial, time) to be mobilized
Nomination of a “regional manager” whose role is to
supervise implementation of the strategy.
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13. Step 2
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14. Product Fact sheetsProduct Fact sheets
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a) References (author[s],
data, title, publisher)
These references are varied: books, memoranda, magazine
articles, radio or television broadcasts, internet sites, films,
statistics etc.
These unprocessed data are collected so far as possible in
electronic form in order to facilitate their filing and later use.
b) Resource-persons
(surname, first name,
profession, postal
address, e-mail address,
telephone number)
Details of resource-persons with in-depth knowledge of the
product, how it is produced, its history, its use, the customs
linked to it, or any other aspect interesting for a future
economic, cultural or environmental optimization.
These resource-persons can be mobilized in Step 4 in order to
define and implement strategies for the specific product.
c) Descriptive data
Data are gathered so that a selection can then be made, and
for this purpose they must provide information on all the
criteria (cf. Table criteria). Information don’t only concern the
product but all the production system and its territory
If it is impossible or too costly to gather all the data, it is
recommended that alternative means of evaluation be
sought for each criterion and a summary qualitative
evaluation be carried out in order for the most rational
selection possible to be made.

15. Criteria for identificationCriteria for identification
step 3 and 4step 3 and 4
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16. Criteria for identification
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Screening 1
Screening 2

17. Criteria for identifying an origin-linked product and factors
for development
Criteria Explanation
Quality linked
to origin
Link to the
terroir
Production is traditional (historical anchoring) and characteristic of the zone; the product incorporates unique features that cannot be
reproduced elsewhere.
Identity: the identity-affirming component of the product plays a preponderant role in its image, and the region is known beyond its
borders for this product.
If the product bears an identity-related name – the geographical indication (GI), shared by the producers and/or known to consumers – its
existence is firmly anchored in the collective knowledge of the link and its particular features.
Link to local resources: certain characteristics are linked to geographical origin; i.e. local human resources (know-how) and/or natural
resources, including genetic resources in some cases, have a heritage component, conferring a unique character that cannot be
reproduced in another region.
Mobilization
The collective formed by stakeholders from the local value chain of producers (raw materials, processors, others) can be mobilized: the
motivation of the stakeholders involved in production is important in launching a collective effort and will be all the easier if it is
supported by already existing interactions. The possibility of collective action for product optimization will be affected by the types of
stakeholder involved and their diversity.
Economic
development
Reputation: certain characteristics of the product or of how it is made have contributed to its high reputation in terms of a recognized
quality (this can be measured by the higher price of the product compared with others of the same category and/or usurpation of its
name on the market).
The product as representative of the zone: it provides employment for a significant number of local stakeholders and its production is
concentrated in the zone.
The product is an engine of economic development for the stakeholders in the value chain (primary and secondary producers etc.), as a
result of market trends and promotion activities, leading to improvements in the profitability and economic viability of enterprises
(increased volume or price, or improved access to national/foreign markets). If product promotion initiatives (including those connected
with tourism) already exist, quality enhancement action will boost the effects of these initiatives.
Preservation of
natural
resources
The product is linked to major issues concerning the sustainable reproduction of natural resources (fragile environments, vulnerable
species and varieties, biodiversity) and the process may have a significant impact because of the role producers of raw materials can play
in the zone through their practices and numbers.
Preservation of
social &cultural
resources
The product is associated with significant social and cultural issues, and its existence will contribute to maintaining a fragile local society;
social equity and the redistribution of created value support the social sustainability of the system.
Guarantees for
consumers
The process of recognition will establish guarantees for consumers in terms of traceability and quality, while also contributing to a variety
in the choice of food.

18. Web toolWeb tool
 Product description
 Screening 1: Identification
 Questions (#11) and list of answers
 Recommendations
 Predictions on the type of link to the geographical origin
 based on know-how and natural resources
 essentially bound up with know-how
 a weak or non-existent link to the geographical origin
 Screening 2: Development
 Questions (#37) and list of answers
 Recommendations
 Archetypes
Online web tool: http://typo3.fao.org/testsite/olq-agnd/
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19. Important notice
 The web tool is being experimented, this is not the final version :
your feedback will contribute to improve it
 The recommendations and archetypes generated during the two
identification stages are provided as a rough guide for the
stakeholders, at a certain moment and according to the data
provided, to help launch reflection on their strengths and
weaknesses, and thus guide them in defining and implementing their
territorial strategy.
 The predictions and recommendations do not prejudge future
results (quality is a collective construction), they can in no way
replace the views of the concerned producers who are the sole
decision-makers with respect to the development strategy for their
products, nor the one of public authorities in charge of the
implementation of the related legislation
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20. Archetypes and action planArchetypes and action plan
step 5step 5
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21. Objectives of archetype
 The global policy is translated into an action plan for each of
the pilot products, with targeted measures, and in a global
action plan
 The main success factors, the potential impacts and the threats
for each product (identified during screening 1 and 2) are
summarized/combined within four archetypes
 Recommendations are proposed for each archetype with
regard to the development of the action plan in order to
minimize threats and boost the contribution to sustainable
development by taking its other dimensions into account
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22. Archetype 1
Territorial Development
The main drivers are as follows:
 maintenance of local jobs
 protection against delocalization of production,
 increase in profit margins in the region
 increase in allied activities such as tourism
 increase in negotiating power within the value chain
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23. Archetype 2
Economic growth
The main drivers are as follows:
 protection against wrongful use of the name and
unfair competition
 increase in prices
 increase in turnover (including exports)
 access to new markets (including respect for food
security standards or logistical norms)
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24. Archetype 3
Preservation of social and cultural
resources
The main drivers are as follows:
 improvement in the image of the region
 the hope of establishing links with cultural events
 preservation of local communities
 links with the culinary heritage
 and, more generally, a communication strategy
concerning the region’s resources
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25. Archetype 4
Natural resource protection
The main drivers are as follows:
 preservation of specific local natural resources
 preservation of local breeds
 reduction in negative impacts on the environment
from intensive farming
 research on alternative ways of optimizing specific
natural resources.
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26. www. foodquality-origin.org
Emilie Vandecandelaere – Marta Salvadori – Dominique Barjolle
Food and Agriculture Organisation of UN
Service de la qualité des aliments et des normes alimentaires (AGND)
emilie.vandecandelaere@fao.org
Tel: +39 06 570 56 210
Thank you