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Labelling the origin food products: 
Towards sustainable territorial development? 
Ignacio López Moreno 
PhD candidate at the Rural Sociology Group 
Wageningen University, Wageningen, The Netherlands
Outline 
1. Introduction 
2. Theoretical Framework and Methodology 
3. PDO Queso de Oveja Merina de Grazalema 
4. Echt Texels Lamsvless 
5. Lessons for the future 
6. Conclusion
IInnttrroodduuccttiioonn
Introduction 
Research Objectives: 
1. To study how local actors create OFLs as a 
response to the globalized agrofood systems. 
2. To analyse the contribution of these labels to the 
sustainable development of the territory. 
3. To research how local institutional context 
affects and is influenced by these processes.
Introduction 
Research Questions 
1.How do local actors construct new products to compete in 
the globalised agro-food system? Are new markets created? 
2.How does the creation of the label affect the internal 
relationships of the supply chain? How are the relations and 
processes of circulation being actively reorganised in order 
to improve the livelihoods of those who are involved? What 
kinds of coordination are enhanced? 
3.What kinds of changes do local actors have to implement 
in their practices to join the initiative? How do these new 
institutional agreements affect the co-production and co-evolution 
of their territories? Does sustainability increase?
Introduction 
Research Questions: 
4.How do these initiatives engage with other actors and 
networks in the territory? Does synergy or coherence 
increase? How do these initiatives influence or affect the 
broader structural context? 
5.How do local institutional context and cultural patterns 
affect local actors in the design and implementation of the 
labels? What constrains can be identified in each case. 
6.Who are the critical actors and how can the number of 
famers involved in this kind of initiatives increase? What can 
be the social, political, institutional and economic 
arrangements, programs, or interventions that might 
stimulate further dissemination?
Theoretical Framework 
Co-production 
Co-evolution 
Territorial 
development
Theoretical Framework 
Quality Food 
Labels 
(QFLs) 
Social impact 
(Fair trade) 
Environment 
al impact 
(organic, 
biodynamic) 
Origin Food 
Labels 
(OFLs) 
Traditional 
product 
(PDO) 
Specific 
territory or 
communit 
y
Theoretical Framework
PDO Queso de Oveja Merina de Grazalema
PDO Queso de Oveja Merina de Grazalema
Observational Units 
Household 
Economy 
P T 
D C 
Globalised 
Agrofood System 
Self-regulation 
Government regulations 
92/46 EEC 
P 
T 
D 
C 
Own Flock 
Buy Milk 
Manual 
Mechanical 
Short Chain 
Long Chain 
Local Consumption 
Global Consumption 
Localised 
Agrofood System 
Artisan 
Industrial 
AVOIDED
PDO Queso de Oveja Merina de Grazalema
PDO Queso de Oveja Merina de Grazalema
Case study 2: Echt Texels Lamvless
Case study 2: Echt Texels Lamvless
Case study 2: Echt Texels Lamvless
Case study 2: Echt Texels Lamsvless
Case study 2: Echt Texels Lamvless
Critics? 
Sugestions? 
Lessons for the future
Lessons for the future 
1. How do local actors construct new products to compete 
in the globalised agro-food system? Are new markets 
created? 
2. How does the creation of the label affect the internal 
relationships of the supply chain? How are the relations 
and processes of circulation being actively reorganised 
in order to improve the livelihoods of those who are 
involved? What kinds of coordination are enhanced? 
3. What kinds of changes do local actors have to 
implement in their practices to join the initiative? How 
do these new institutional agreements affect the co-production 
and co-evolution of their territories? Does 
sustainability increase?
Lessons for the future 
4. How do these initiatives engage with other actors and 
networks in the territory? Does synergy or coherence 
increase? How do these initiatives influence or affect the 
broader structural context? 
5. How do local institutional context and cultural patterns 
affect local actors in the design and implementation of 
the labels? What constrains can be identified in each 
case. 
6. Who are the critical actors and how can the number of 
famers involved in this kind of initiatives increase? What 
can be the social, political, institutional and economic 
arrangements, programs, or interventions that might 
stimulate further dissemination?
“This sheep has always been here, even before 
all these policies and politicians, and she will 
be here when they disappear.” 
Critics? 
Sheepherder, 75 years old 
Sugestions?

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Origin Food Labels Territorial Development

  • 1. Labelling the origin food products: Towards sustainable territorial development? Ignacio López Moreno PhD candidate at the Rural Sociology Group Wageningen University, Wageningen, The Netherlands
  • 2. Outline 1. Introduction 2. Theoretical Framework and Methodology 3. PDO Queso de Oveja Merina de Grazalema 4. Echt Texels Lamsvless 5. Lessons for the future 6. Conclusion
  • 4. Introduction Research Objectives: 1. To study how local actors create OFLs as a response to the globalized agrofood systems. 2. To analyse the contribution of these labels to the sustainable development of the territory. 3. To research how local institutional context affects and is influenced by these processes.
  • 5. Introduction Research Questions 1.How do local actors construct new products to compete in the globalised agro-food system? Are new markets created? 2.How does the creation of the label affect the internal relationships of the supply chain? How are the relations and processes of circulation being actively reorganised in order to improve the livelihoods of those who are involved? What kinds of coordination are enhanced? 3.What kinds of changes do local actors have to implement in their practices to join the initiative? How do these new institutional agreements affect the co-production and co-evolution of their territories? Does sustainability increase?
  • 6. Introduction Research Questions: 4.How do these initiatives engage with other actors and networks in the territory? Does synergy or coherence increase? How do these initiatives influence or affect the broader structural context? 5.How do local institutional context and cultural patterns affect local actors in the design and implementation of the labels? What constrains can be identified in each case. 6.Who are the critical actors and how can the number of famers involved in this kind of initiatives increase? What can be the social, political, institutional and economic arrangements, programs, or interventions that might stimulate further dissemination?
  • 7. Theoretical Framework Co-production Co-evolution Territorial development
  • 8. Theoretical Framework Quality Food Labels (QFLs) Social impact (Fair trade) Environment al impact (organic, biodynamic) Origin Food Labels (OFLs) Traditional product (PDO) Specific territory or communit y
  • 10. PDO Queso de Oveja Merina de Grazalema
  • 11. PDO Queso de Oveja Merina de Grazalema
  • 12. Observational Units Household Economy P T D C Globalised Agrofood System Self-regulation Government regulations 92/46 EEC P T D C Own Flock Buy Milk Manual Mechanical Short Chain Long Chain Local Consumption Global Consumption Localised Agrofood System Artisan Industrial AVOIDED
  • 13. PDO Queso de Oveja Merina de Grazalema
  • 14. PDO Queso de Oveja Merina de Grazalema
  • 15. Case study 2: Echt Texels Lamvless
  • 16. Case study 2: Echt Texels Lamvless
  • 17. Case study 2: Echt Texels Lamvless
  • 18. Case study 2: Echt Texels Lamsvless
  • 19. Case study 2: Echt Texels Lamvless
  • 21. Lessons for the future 1. How do local actors construct new products to compete in the globalised agro-food system? Are new markets created? 2. How does the creation of the label affect the internal relationships of the supply chain? How are the relations and processes of circulation being actively reorganised in order to improve the livelihoods of those who are involved? What kinds of coordination are enhanced? 3. What kinds of changes do local actors have to implement in their practices to join the initiative? How do these new institutional agreements affect the co-production and co-evolution of their territories? Does sustainability increase?
  • 22. Lessons for the future 4. How do these initiatives engage with other actors and networks in the territory? Does synergy or coherence increase? How do these initiatives influence or affect the broader structural context? 5. How do local institutional context and cultural patterns affect local actors in the design and implementation of the labels? What constrains can be identified in each case. 6. Who are the critical actors and how can the number of famers involved in this kind of initiatives increase? What can be the social, political, institutional and economic arrangements, programs, or interventions that might stimulate further dissemination?
  • 23. “This sheep has always been here, even before all these policies and politicians, and she will be here when they disappear.” Critics? Sheepherder, 75 years old Sugestions?

Hinweis der Redaktion

  1. This research project focuses on the study (exploration, explanation, and comparison) of two contrasting food labelling strategies, and their contribution to the sustainable development of the territory. They are, first, the strategy that centres on the protection of a specific products (such as Protected Designation of Origin), and secondly, the strategy that aims at protecting a territorial community (regional label). Both labels are grounded in local and collective action, but there are many differences between them. Whilst PDOs are strongly institutionalised labels, regional labels are open models; associated with this there are different degrees of flexibility and rigidity.
  2. *“a place where the ongoing encounter, interaction and mutual transformation of man and the living nature is located” (Ploeg and Marsden, 2008). *Sustainable rural development as those practices and dynamics that preserve and enhance co-production (the ongoing encounter, interaction and mutual transformation) and co-evolution of man and living nature in a given place *There are different ways to approach labelling strategies. This project focuses on origin food labels, so we will approach them as new institutional agreements, new rules for the game between the different actors involved in producing, processing and consuming the labelled products. This means that the process of setting these new rules is an exercise of (1) re-thinking and (2) re-design the reality where the product is embedded. This reality includes mankind, living nature and their co-evolution.